A Marketing Strategy for a SMD in the Medical Imaging Industry / Sinéad LYONS / 2021

Titre : A Marketing Strategy for a SMD in the Medical Imaging Industry Type de document : Mémoire Auteurs : Sinéad LYONS, Auteur Année de publication : 2021 Importance : 47 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management SANTE Delphes TECHNOLOGIE DE POINTE Résumé : The rise of new disruptive technologies in medical imaging such as diagnostic software medical devices (SMDs), has opened a new market for medical device manufacturers. To stay competitive, manufacturing companies need to reinvent their business models and redevelop marketing strategies that ensure customer expectations. The research problem in this study is that the academic literature in business-to-business (B2B) healthcare marketing is scarce and there is a lack of knowledge in this new and fast evolving market. Therefore marketing teams lack visibility and best practice on how to build and market a SMD successfully. The research question is formulated as How to build and market a software medical device that ensures customer expectations? and is answered by using the research strategy grounded theory and data collection method semi-structured interviews. Six interviewees participated in this study who were colleagues from the researcher’s apprenticeship at a large global company specialized in medical imaging. The transcribed interviews are analyzed based on the systematic coding process of grounded theory where new concepts are developed. The results are presented as a marketing strategy proposal for a SMD. It includes these three steps that answer the research question: understanding the customer and the product's clinical outcomes, embracing regulations as guidelines and creating innovative marketing, and ensuring internal and external preparation before market launch. Programme : MS Marketing & Data Analytics Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539125