Маркетингова стратегія просування інноваційних продуктів

Abstract

The aim of the article. New technological opportunities and individualized demand have given rise to a new marketing paradigm in healthcare based on a broad alliance of medical services with consumers. The purpose of the article is to substantiate the marketing strategy of sales innovative products in the medical equipment market. Analyses results. In recent years, there has been a tendency for manufacturers to use ancillary services as their main competitive advantage. Businesses that manufacture medical diagnostic equipment receive several times more profit from the provision of related services on the product than from new sales of this product. Separated products cease to exist, and the production company should move to meet customer needs in the form of a comprehensive offer. Based on the study of world experience and literature, it was proved that the most relevant strategy for promoting products in the medical equipment market should be a service strategy. The concept of servitization is related to combining the production of goods and services for it in one offer. To determine the readiness of the enterprise to implement the service strategy, an economic and mathematical model based on fuzzy logic has been developed, which allows taking into account a number of factors that determine the level of service. As a result of the implementation of a computer model for the initial data obtained from the evaluation of the three target groups of factors of Siemens Healthineers Ukraine, the company's readiness to implement a service strategy was determined. It was proved that the level of customer trust has the biggest impact on the effectiveness of its implementation. Conclusions and directions for further research. Thus, in order to promote medical products, Siemens Healthineers Ukraine must invest in the development of relationships between market participants. The process of implementing servitization should be structured in the following areas: service strategy, service design, service operation, continuous service provision.