8/8/2019 Marketing Mix of Medical Devices 1

Introduction

A Medical Device is an Instrument, apparatus, in vitro reagent,

implant or other similar or related article, which is intended for
use in the diagnosis of disease or other condition, or in the
cure, mitigation, treatment or prevention of disease or
intended to affect the structure or any function of the body
and which does not achieve any of its primary intended
purpose through its chemical action within or on the body.

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 Indian Medical Devices Industry

Consumables and Implants

Instruments and appliances

Diagnostic Imaging

Patient aids and others

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 Consumables and implants: Sub
segments and product categories
Syringes, needles and Catheters Syringes (with/without needles)
Catheters Tubular metal needles
Needles for sutures
Other needles (Biopsy Needle)
Cannula
Bandages and dressings Adhesive
Non-adhesive
Suturing materials Absorbable vs non-absorbable
Braided vs non-braided
Natural vs synthetic
Others Stents
Blood-grouping reagents
First aid boxes and kits
Surgical glove

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Diagnostic imaging: Sub segments and
product categories
Electro-diagnostic Electro-cardiographs
apparatus Ultrasound
MRI
Scintigraphy apparatus
Electro-diagnostic apparatus

Radiation apparatus CT scanners

X-Ray

Imaging parts and Contrast media,

accessories medical X-Ray films (flat and rolled),
X-Ray tubes and other imaging parts/accessories

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Instruments and appliances: Sub
segments and product categories
Ophthalmic Instruments Instruments and appliances pertaining to ophthalmic use

Medical and surgical ETO

sterilizers GAMMA
Dental products Capital equipment (dental drills, dental chairs and dental X-
Ray)
Instruments and supplies (dental cements, dental
instruments and teeth and other fittings)

Therapeutic appliances Mechano-therapy apparatus and therapeutic respiration

apparatus, Nebulizers
Other Instruments and Blood pressure monitors
Appliances Endoscopy apparatus
Dialysis apparatus
Transfusion apparatus
Anesthetic apparatus and instruments
Ultra-violet and infra-red ray apparatus
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Marketing Mix of Medical Devices
 Patient aids and others: Sub
segments and product categories
Orthopedics and prosthetics Fixation devices, artificial joints and
other artificial body parts

Portable aids Hearing aids, pacemakers and other

portable aids

Others Wheelchairs and hospital furniture

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 http://www.makeinindia.com/article/-/v/sector-survey-medical-devices
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 Foreign players over the last few
years:

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Company India Story
Medtronic Inc. • Meditronic is leading medical device manufacturer in world,
operating in 160 country.
• In 1979, it started its India operations and now it has offices in
12 Indian cities.
• They manufacture primarily three type of devices – the Cardiac-
Vascular devices, the Restorative Therapies devices, and the
Diabetes treatment devices.

Koninklijke Philips • Manufacture world class medical devices and equipment.

NV • Presence in 60 countries around the world.
• Outstanding after sales servicing network.
• Pioneers in products like operation theatre lights, ultrasound,
emergency care units, diagnostic ECG, magnetic resonance,
radiation oncology , radiography, respiratory care etc.

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 Product
• Segmentation
• Category of products
• Quality of the product
• Design
• Features
• Packaging
• Customer service
• Branding

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 Labeling
• Proper name of medical device
• Details necessary for the user to identify the device and its
use
• Name and address of the mfg. premises
• Weight, measure, volume, number of units
• Mfg. Date, Exp. Date & Date of sterilization
• Indications that device contain medical or biological substance
• Lot No., Batch number
• Special storage and handling conditions
• Intended for Clinical Investigation: FOR CLINICAL
INVESTIGATION ONLY
• Physician sample
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 Price
• NPPA pricing
• Price sensitivity/Price war or Competitor
prices
• Profit margin
• Expenses such as delivery, licensing fees,
distribution fees

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 Stent
The National Pharmaceuticals
Pricing Authority (NPPA)
brought up the price of bare
metal stents (BES) to Rs7,660
from Rs7,260 and reduced the
price of drug-eluting and
biodegradable stents to
Rs27,890 from Rs29,600.

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 Price War

according to MAX Healthcare Report 2018

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 Place
• Manufacturing Plants
• Distribution channels
- Finding well-aligned distributors (locally and
internationally)

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India's import of medical devices

Diagnostic imaging (e.g. CT scan, X-Ray, MRI, USG, X ray-

tubes etc.), IV Diagnostic (lab equipment and reagents, etc.)
and Other Medical Device (ECG, opthal equipment, heart
lung machine, etc.) form 70% of total import in India in FY16.

Ref: http://pharmabiz.com/NewsDetails.aspx?aid=100896&sid=1

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 Promotion

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 Medical trade shows Sales representatives

Launch events

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 Thank You

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