A study of marketing strategies for medical electrical equipment- an example base on self-produced infusion pump for a case

摘要 電子技術的發展帶來科技的進步，消費電子的蓬勃發展驅動了電子產業鏈上下游的活絡，市場上的各個電子廠都竭盡所能地將產品效能做到最高、體積最輕薄短小，這些活動都將相關產品推到了性能的極致。 台灣電子產業能力非常強，能將複雜的電子元件都整合進到體積小的手機裡，再加上台灣的醫療技術在全球也是名列第三，這兩強的結合，是台灣經濟發展的重要驅動力。也因為電子代工業的核心設計都掌握在品牌廠中，代工廠的毛利都相當低，因此，許多的電子廠紛紛轉戰醫療電子業，積極尋找讓公司轉型發展的機會。本研究裡的個案公司也因為這個理由，佈局了醫療電子業，將自己擅長的能力融入醫療應用中。 個案公司經過市場分析與市場研究，決定投入輸液幫浦的研發與自有品牌的行銷，研發技術上對個案公司來說是容易達成的，重要的是如何將開發完成後的產品銷往台灣乃至於其他國家，這對新進入到醫療產業的個案公司是相當重要的課題。 本研究將對醫療器材、醫療電子器材產業做分析，加上醫療產業中重要的法規因子作為市場進入的重要依據，再加上行銷學中策略制定的方法，將這幾個關鍵因素充分融會貫通再加以分析，發展出個案公司在醫療電子器材中的輸液幫浦的行銷策略，希望能縮短個案公司在產品行銷中摸索的時間，並且能迅速找到合適的市場，正確的產品定位與打動使用者的產品形象，幫助個案公司能在醫療電子業找到轉型的機會，也希望本次的研究也能帶給其他計畫轉型的電子代工廠一些新的想法，促進產業的活絡與升級。 本研究作者於醫療器材產業界中近20年的時間，所涉及之領域包含輸液相關藥品與技術，因此本研究中包含了作者之部分想法與產業間慣用的方式，於此基礎下能快速了解輸液幫浦所需的行銷策略，但亦有可能結論裡帶有個人思維，並不能代表全體市場，希望讀者能參考並採用相關有意義之處，如有不完善之處，希望各位讀者能夠體諒。Abstract The development of electronics knowledge drives the innovation of the technology, the vigorous development of consumer electronics has driven proactively of the chain for electronic industry, all the electronic manufacturers in the market are all do their best to produce highest performance with most compact product. Those activities will push the relevant products to the extreme performance. Taiwan’s electronics industry is very strong; it’s capable to integrate complicate electrical components into a mobile, in addition, the medical technology in Taiwan is also ranked 3rd in the world, the combination of these two strong areas will be the important driving force to the development of economy for Taiwan. Most of core design know-hows are managed by the branded companies, OEM factories are earned tiny profit for their hard work, so, a lot of OEM factories are switch their direction to medical electronics, aggressively probing the opportunities to help company find another way out. The company of this study is also aware this fact, they also infused their strength into medical applications. By conducting the market analysis and research, the company decided to involve the development and brand marketing. The technical on the research is easily to achieve, but the important is how to market the product to the target countries after product is ready. This is important to a company to step into a new industrial category. In this study, the analysis of medical device and medical electronics device had been conducted, together with most important factor, medical device regulatory; those key factors are the keys for entering any of the target market, and adding on methodology of Marketing strategies. To harmonize those key factors and get implemented will shorten product marketing in the selected countries. Right product positioning and good product imagination will help company to find the correct direction of transformation. And also hope this study will bring new thoughts to other companies which planned to change, help electronics/ medical industries being active and upgraded. The author are in the medical device area almost 20 years, the area is related to infusion pharmaceutical and technology. This study contains the thoughts of the author and routines in the industry, based on this fundamental to reach the strategies of infusion pump can be rapid, but it could be subjectively, cannot be represented to the infusion pump market. Wish the readers refer the article where is appropriate, and understand where is inappropriate. Thanks for the understanding