At present, although there is a gap between China's medical device industry and developed countries, the speed of China's medical device development has made the world look at it. China's newly developed medical device products are also at the cutting edge of the international medical device industry. China has surpassed Japan to become the world's second largest medical device market.
China's medical device market has a capacity of 200 billion yuan. The traditional sales method is that the manufacturer integrates the resources of the agent to sell the equipment to the hospital. The shortcoming is that it has a long single cycle (subject to department head, equipment department, vice president, dean, Bidding and other links), high cost, fierce competition, low profit margin, is not suitable for the sale of all hospitals and medical equipment, because the situation of purchasing medical equipment at different levels of hospitals varies greatly, more than 10 million yuan of large medical equipment and several The procurement process for small equipment of 10,000 yuan and several thousand yuan is also different, thus extending the following sales methods:
1. Cooperation into
Some hospitals want to purchase medical equipment, but for a time they can't get the money, medical equipment suppliers will take the form of cooperative sharing, such as 500,000 yuan of equipment, the hospital will pay 100,000 yuan first, then divide by five, when the supplier's share amount When the amount reaches 400,000 yuan, the contract is terminated and the equipment is owned by the hospital. This kind of sales method is conducive to avoiding vicious competition, no need for bidding, the disadvantage is that the risk is high, the capital pressure is high, the supplier is very cautious in signing such a contract, usually the contract price is 2.5 times of the distribution price, and the supplier has to go up and down the hospital. Good relationship. Most importantly, there is no change in the senior staff of the hospital during the term of the contract.
2, medical project packaging
After 2005, as the competition for medical equipment sales became more and more fierce, some hospitals needed to purchase a batch of equipment for the purpose of rating or completion of the new building. Some medical equipment dealers began to transform, test the "medical project packaging", and put the equipment needed by the department together and package it for sale to the hospital. This kind of sales method has strong bargaining power for the hospital, and the transaction amount is large. Because the model is simple and efficient, some hospitals are more willing to accept it. In Beijing, Shanghai, Jiangsu, Anhui and other places, dealers who have “packaged medical projects†have formed scale.
3. Equipment rental
With the development of medical science and bioengineering technology, the demand for high-tech imaging equipment and radiotherapy equipment for high-end medical equipment such as MRI, CT, PET, Gamma Knife has surged, but these devices often cost several million yuan. Even the funds of ten million yuan. The hospital can't get so much money at the moment, what should I do? Introduced a financial leasing company. It is a multi-win sales approach. In foreign countries, financial leasing has become a very mature and extensive financial instrument, but it is still relatively new to many domestic users, especially hospitals. At present, nearly one-third of the world's investment is completed through financial leasing, and it is listed as one of the five major financial pillars with banks, insurance, trusts and securities. It is reported that in 2003, the total amount of global leases reached US$461.6 billion, and the United States, Japan, and Germany ranked the top three with US$204 billion, US$62.1 billion, and US$38.8 billion, respectively. China’s leases were only US$2.2 billion.
4. Medical equipment investment
Medical equipment investment is different from cooperation, the difference is that the cooperation share is still at the level of selling equipment, and medical equipment investment provides an integrated, complete and all-round solution. It not only provides medical training, product maintenance and other ancillary services, in order to achieve better and faster product value, it will also provide related services such as marketing, project management, promotion and promotion, so that customers have no worries when operating new projects. This model provides value-added sales, allowing the value of related services to be reflected in order to achieve value-added sales. Later, other equipment can be introduced and upgraded into “medical project packagingâ€.
5, selling high-priced supplies to send equipment
This mode is generally used for the sale of biological reagents, that is, the equipment is first sent to the hospital, and the hospital purchases the supporting biological reagents. When the biological reagents use a certain amount of consumption, the equipment belongs to the hospital, which is essentially an exclusive method of sales
6, selling high-priced consumables do not sell equipment
Selling high-priced consumables without selling equipment is the sales method adopted by NovaSure technology in the Chinese market. First contact with the hospital. If the hospital is willing to develop NovaSure technology, first purchase high-priced consumables, then take the equipment for surgery. After the operation, the equipment Take it away. This type of sales is different from the above. The equipment is not in the hospital and is provided by the manufacturer during the operation. This mode is not smooth in the actual operation process, and the market prospect is not clear.
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