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In the just-concluded "two sessions", the state will increase the construction and investment of medical infrastructure, publicize the awareness of strengthening health care, and with the gradual entry of China into an aging society, the medical device industry enters a stage of rapid growth, in the pharmaceutical market. The proportion of the population continues to expand. According to the data, it is estimated that by 2012, China will become the third largest consumer of medical devices after the United States and Japan, and the output value of home medical devices will reach 18 billion yuan. Medical device sales companies follow the example of the home appliance chain industry and occupy market share with medical device chain stores. The competition in the pharmacy retail industry is becoming more and more fierce. It is generally beginning to seek diversified operations and vigorously introduce medical devices in order to get a share of the medical device market.
Pharmacy walks close to the people
In China, after some basic medical and health institutions implemented the “zero difference rate†to sell essential drugs, “price war†is no longer the way out for pharmacies to survive. Large-scale therapeutic devices are gradually developing towards portable and economical home rehabilitation devices. At the same time, people's concept of self-health and self-treatment is also changing. The market outlook for the medical device industry has seen the pharmacy retail industry see new profit growth points.
In Wangfujing Medical Store, small medical devices such as blood glucose meters, sphygmomanometers, and various home treatment devices occupy nearly half of the pharmacies, and a variety of wheelchairs are placed in the conspicuous position of the window. A salesperson at the pharmacy said that there were many people who used to buy health care products. Nowadays, the number of people who buy home medical devices is increasing. Consumers purchasing medical devices are mainly used for daily testing and prevention.
Li Qingfu, general manager of Beijing Medical Insurance's new big pharmacy, said that pharmacies now focus on the concept of “big healthâ€, and the share of health-related products such as cosmeceuticals, health products and medical devices will increase. At present, the proportion of sales of medical devices has reached 15%. Coupled with the development of the state supporting the medical device industry, civilian medical devices with health care functions and disease prevention functions will be increasingly valued by consumers.
Wang Zhijun, deputy general manager of Beijing Dulwich Pharmacy, said that medical devices such as blood glucose meters and sphygmomanometers that are easy to carry and easy to operate are very popular, and sales are considerable.
Medical machinery chain borrows professionalism to occupy the market
The distribution channels of many elderly home medical devices have always been based on the pharmacy and shopping malls. The concept of “home-based care†and “home-based medical care†has gradually become popular among the people, and the concurrent mode has been unable to meet the needs of consumers.
According to Chen Yubao, executive vice president of Beijing Rehabilitation Home Medical Device Chain Management Co., Ltd., medical devices have entered the peak season since March, and some special people with limited mobility have begun to increase their outing time. Up to now, wheelchair sales have increased by 200 over the same period last year. %, the price is reduced by about 15%.
In the traditional concept, home medical devices are mainly thermometers, sphygmomanometers, etc., and now there are many types of home medical devices. Chen Yubao said that medical device sales is a special industry. Salespersons must understand relevant medical and medical device knowledge to provide professional services to consumers. For example, to purchase a home oxygen absorber, to address the frequency and concentration of oxygen inhaled by customers. Requires to recommend products, not just simple buying and selling relationships.
Market segments need to complement each other
Large and medium-sized medical devices need enough space for display, and the limited store area of ​​chain pharmacies can only be shut out. Small and convenient medical device products naturally become the considerations for the introduction of pharmacies; plus the convenience of chain pharmacies Many advantages of outlets, and medical device chain stores are subject to factors such as location and single store profit, and the stores are not dense enough. People, especially community residents, will choose “home-friendly†medical devices in pharmacies. However, it is understood that the Beijing Rehabilitation Home Medical Device Chain Company is entering the community and working closely with the community to prepare for the community to provide more convenient services for the elderly.
Medical device chain stores occupy the medical device market with its large and medium-sized equipment and professional services; and chain drug stores have also said that they will strengthen the professional knowledge training for sales personnel to gain more consumers' trust. It is reported that Dulwich Pharmacy plans to increase the business area and product types on the one hand to increase the profit margin of pharmacies; on the other hand, cooperate with manufacturers to strengthen the training of sales personnel, and provide customers with more accurate and professional services with professional knowledge. .
The preparation of medical device chain stores and chain pharmacies means that the medical device sales market will have a more competitive development trend. The development model of the medical device sales market is on the road of repeating the “price war†of drugs, facing the huge potential of the medical device market. In addition to regulating market behavior and controlling product quality, professional consultation and perfect after-sales service are also essential for the healthy development of the industry. Link.
(Source: Medicare) 