It is reported, with the reform deepening, the state investment in basic medical and health institutions and infrastructure construction is increasing, the injected a strong driving force for basic medical market. In the past two or three years, both the GE medical, Siemens, BD and other multinational giants, or MINDRAY, Neusoft health, Beijing Medical and other domestic famous enterprises, are to strengthen the grass-roots marketing team building. Recently, the United States of America BD company's executive vice president and chief operating officer of WilliamA.Kozy in China to discuss the formulation of the two or three line of the city marketing strategy. He says frankly, provides strong thrust of China's market for the performance of the company growth.

Chinese medical demand tends to be mature

Kozy said, expansion of medical care in China, has brought a lot of opportunities for the medical device industry. "The Chinese market is very unique. From the point of growth rate, China is an emerging market; demand from the medical point of view, the Chinese market is very mature. That is to say, the comprehensive requirements of Chinese users have high quality, high reliability, high level of service of medical equipment products."

In the view of Kozy, in the United States, have certain similarities in health reform, that the two countries will guarantee medical accessibility as the development direction is very important. However, the reform and the essential differences between the United States of America -- the existing 30000000 ~3500 million people without access to health care services. Focus on health care reform in the United States is to achieve universal health insurance coverage, expand medical accessibility, as well as in the United States of America's system of health care for different levels of cost cutting, such as Medicaid for the poor, the elderly medical plans. And the first challenge China health reform is to establish a perfect medical security service system through a large number of investment. Therefore, the development potential of China's basic medical market very. And important challenge to the medical equipment enterprises is the ability to create services in the two or three line of the city market, including the establishment of a strong organization and team. The team must have the knowledge and skills of sales of products and extension services, in order to enable enterprises to become a strong local market participants.

Continuous innovation in order to maintain growth

The United States has GE medical, Johnson, BD, Boston Scientific, a large number of multinational medical equipment enterprises, development of differentiation in these enterprises, namely in the high-end video equipment, high value consumables, in vitro diagnostic field of leading edge. So, how to keep the innovation power of these enterprises?

"Since 2009, the medical and health system of the environment began to change significantly, in demand and prices, medical equipment companies are faced with hitherto unknown pressure, the pressure is not a temporary or transient, even after recovery, the pressure will still exist. Therefore, if the enterprise is still only in the production and sale of the past few years has been very popular products, it is difficult to maintain the momentum of growth. Enterprises must establish a set of perfect innovation system, to accelerate the innovation of products was born. Three years ago, BD's R & D investment will be 92%~93% for the existing product line innovation and R & D, now the R & D expenditures accounted for only 70% of total spending on research and development. That is to say, a significant portion of the funds is used to find new solutions." Kozy stresses.

Finally, Kozy introduces some experience in management innovation system: "we repeated the study found, judge the new solution is a 'creative' usually takes two aspects, one is to look at the solution can improve the treatment effect of the patients; two is to see whether it can reduce the cost of medical care. If these two aspects combine, it is an innovation."