Mechanism for developing foreign markets of technology products for efficient healthcare management and medical complexes construction

Abstract

The paper outlines the findings of an analysis of the aspects of launching innovative technology products in new foreign markets, as exemplified by the market of medical equipment, with a focus on efficient management of healthcare. The purpose of the paper is to find efficient methods of introducing and further promoting innovative products in new markets and to propose practical recommendations. The conclusions can be used for the process of architectural planning and construction of hospitals and other healthcare complexes. The following methods were applied to conduct the study: the method of comparative analysis of leading Russian and international innovation-driven companies of different sectors, specifically medical equipment production, used to identify major demand trends in the market; the case study method; the method of deduction; the method of linear regression used to develop forecasts of future demand development for medical equipment. The study has identified major factors of competitive advantages for Russian producers of medical equipment, namely, the implementation of technology systems, development of specifically tailored propositions for each individual market, establishment of partner relations with local agent companies and bringing to the market patented equipment under licence agreements. A mechanism is developed for launching innovative products in foreign markets, which includes the stage of legal regulation, foreign trade and customs regulation, promotion and marketing measures, as well as after-sales service. The paper concludes with practical recommendations on bringing technology products in external markets, which highlight the need for preliminary monitoring of similar products available locally and internationally, complex solutions and establishment of joint ventures for product promotion and public-private entities in the long run to improve the healthcare management system.