Center for Open Access in Science (COAS) OPEN JOURNAL FOR RESEARCH IN ECONOMICS (OJRE) ISSN (Online) 2620-102X * ojre@centerprode.com

OJRE Home

2018 - Volume 1 - Number 1

Features of Building Business Strategy for Introducing Innovative Medical Technology to the Market

Marina V. Markova * markova@mgubs.ru * ORCID: 0000-0001-7380-1499 * ResearcherID: J-1754-2016
Lomonosov Moscow State University Business School, Moscow

Aleksandr M. Alekseev * alex-skorost@mail.ru * ORCID: 0000-0003-2343-8411 * ResearcherID: N-8698-2018
Tozca Diagnostic, Moscow

Mikhail U. Alekseev * alex-skorost@mail.ru * ORCID: 0000-0002-4009-8474 * ResearcherID: N-7794-2018
Diagnostic Center Juventa, Saint-Petersburg

Andrey R. Siegle * ORCID: 0000-0001-7719-5844 * ResearcherID: Q-2564-2018
Proline CJSC, Proline Film LLC, Proline Media LLC, Saint-Petersburg

Open Journal for Research in Economics, 2018, 1(1), 11-22 * https://doi.org/10.32591/coas.ojre.0101.02011m
Online Published Date: 3 September 2018

LICENCE: Creative Commons Attribution 4.0 International License.

ARTICLE (Full Text - PDF)Features of Building Business Strategy for Introducing Innovative Medical Technology to the Market

KEY WORDS: business strategy, business model, commercialization, innovation, electrocardiologic diagnostics, medical technologies.

ABSTRACT:
This research article is devoted to joint study of authors, conducted to develop business strategy for implementation of the developed innovative method of electrocardiologic diagnostics of coronary heart disease and acute myocardial infarction in the market of electrocardiologic devices. Business strategy is based on promotion of the product “Tozka” that is telemedicine system “DoctorPatient”. The system allows performing diagnostics in outpatient and home conditions with the highest accuracy and in real time. The prototype of the diagnostic system was created and successfully tested on 290 patients and 40 healthy people. The research included formalizing socially significant problems, solution of which the innovation is aimed at, determining ways in which the innovation will solve these problems, identifying existing competitors in the field under study and competitive advantages of a new product, identifying potential buyers and assessing demand. On this basis, the authors developed schemes for commercialization of innovation and a plan for development of project for its dissemination in national and foreign markets.

CORRESPONDING AUTHOR:
Marina V. Markova, Lomonosov Moscow State University Business School, room 314, 1-52 Leninskie Gory, Moscow 119234, RUSSIAN FEDERATION. E-mail: markova@mgubs.ru.

REFERENCES:

Aaker, D. A., & McLoughlin, D. (2007). Strategic market management (European Edition). 368 p. ISBN: 978-0-470-05986-9.

Alekseev, M., & Alekseev, A. (2017). Differential analysis of nitroglycerin influence on myocardium in coronary artery disease patients. Int J Cardiovasc Res, 6(6). doi: 10.4172/2324-8602.1000339

Alekseev, M., & Alekseev, A. (2018). Statistical methods of ECG signal processing in diagnostics of coronary artery disease. Int J Cardiovasc Res, 7(1). doi: 10.4172/2324-8602.1000339

ALL-ECG.RU: Europe, China, Russia, USA, Japan (2018). http://all-ecg.ru/eng.html/. Accessed 16 May 2018.

Coeytaux, R. R., Leisy, Ph. J., & Galen S. (2012). Wagner et al. Systematic review of ECG-based signal analysis technologies for evaluating patients with acute coronary syndrome. Technology Assessment Report Project ID: CRDD0311. June, 2012.

Coronarography: When is the intervention appropriate? (2017). https://www.ndr.de/ratgeber/gesundheit/Herzkatheter-Zu-viele-Eingriffe-in-Deutschland,herzkatheter106.html/. Accessed 15 May 2018.

Electrocardiographs from leading manufacturers (2018). http://www.ecardiograf.ru/kakoy-kardiograf-vybrat/. Accessed 17 May 2018.

Epidemiology of coronary heart disease and acute coronary syndrome (2016). https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4958723/. Accessed 13 May 2018.

European statistics on cardiovascular diseases (2017). http://www.ehnheart.org/cvd-statistics.html/. Accessed 12 May 2018.

Exports from Russia to Germany: “Electrocardiographs” (Q1, 2014 – Q4, 2017) (2017). http://en-stat.com/date-Q201401-01704/EN-US/export/DE/18901811/. Accessed 16 May 2018.

Gibbons, R. J., Balady, G. J., Bricker, J. T., et al. ACC/AHA (2002). Guideline update for exercise testing: summary article. A report of the American College of Cardiology / American Heart Association Task Force on Practice Guidelines (Committee to Update the 1997 Exercise Testing Guidelines). [Erratum appears in J. Am. Coll. Cardiol., 2006, October 17; 48(8), 1731]. J. Am. Coll. Cardiol., 40(8), 1531-40. PMID: 12392846.

Gibler, W. B., Runyon, J. P., Levy, R. C. et al. (1995). A rapid diagnostic and treatment center for patients with chest pain in the emergency department. Ann Emerg. Med., 25, 1-8.

Hollander, J. E., Litt, H. I., Chase, M., Brown, A.M., Kim, W., & Baxt W. G. (2007). Computed tomography coronary angiography for rapid disposition of low-risk emergency department patients with chest pain syndromes. Acad Emerg Med., 2007, February; 14(2), 112-6.

Import and export of cardiographs in the first half of 2017 in Russia (2017). http://xn--80aaiduj5ane5bze.xn--p1ai/impex_engus2017-6.html/. Accessed 14 May 2018.

Import and export of electrocardiographs in 2013 (2013). http://www.xn--80aaiduj5ane5bze.xn--p1ai/impex_eng13-12.html/. Accessed 14 May 2018.

Lamben, J.-J., Chumppatis, & R., Schuiling, I. (2014). Market-Driven Management (2nd ed.). Piter, 718 p. ISBN 978-5-496-00841-9.

Low diagnostic benefit from selective coronary angiography (2010). Manesh R. Patel, Eric D. Peterson, David Dai, J. Matthew Brennan, Rita F. Redberg, H. Vernon Anderson, Ralph G. Brindis and Pamela S. Douglas. Low Diagnostic Yield of Elective Coronary Angiography. N. Engl. J. Med., 362(10): 886-895. DOI: 10.1056/NEJMoa0907272

Mortality from coronary heart disease by country, region, and by age: Statistics from the World Health Organization and the United Nations (2017). Accessed 14 May 2018 at https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3819990/.

Newspaper “Your Business”, 26 April 2017 No. 075 (2572) (2704) (2017). More on RBC: https://www.rbc.ru/newspaper/2017/04/27/58fdb5ef9a79477c29dea251/. Accessed 12 May 2018.

Niche market review: “Diagnostic Medicine”. Moscow, December 2012 (2012). Graduate School of Marketing and Business Development of the Higher School of Economics, at the request of OJSC Russian Venture Company. http://www.marketing.hse.ru/. Accessed 12 May 2018.

Painswick GL. Sensitivity and specificity of exercise. ECG in heart disease (2008). BMJ. 337: a3098.

Portal “Cardiografi.RF” (2018). http://xn--80aaiduj5ane5bze.xn--p1ai/news-select.html/. Accessed 16 May 2018.

September 29, 2016 – World Heart Day (2016). http://mpmo.ru/archives/8789/. Accessed 10 May 2018.

Statistics on heart disease and stroke. Report from the American Heart Association (2016). http://circ.ahajournals.org/content/early/2015/12/16/CIR.0000000000000350/. Accessed 11 May 2018.

Study of Tebiz Group “Market of ECG devices in Russia: Indicators and forecasts” (2017). http://www.tebiz.ru/. Accessed 17 May 2018.

The frequency of “normal” angiograms among patients with expected coronary heart disease varies widely among hospitals (2013). https://www.medscape.com/viewarticle/812403/. Accessed 10 May 2018.

This is the heart! (2016). http://www.zeit.de/2015/50/herzkatheter-eingriffe-aerzte-krankearterien-patienten/. Accessed 12 May 2018.

Thomas H. Marwick Stress echocardiography Heart (2003). January; 89(1), 113-118.

Types, prices, features and advantages of ECG devices (2018). http://www.operabelno.ru/vidy-sovremennyx-elektrokardiografov-vidy-ceny-osobennosti-ipreimushhestva-apparatov-ekg/. Accessed 16 May 2018.

Vikhanskiy, O. S. (2003). Strategic management (Textbook for High Schools) (2nd ed.). Moscow: Gardariki, 292 p.

Watches and bracelets divided the market. 16 February 2017 (2017). https://www.vedomosti.ru/newspaper/articles/2017/02/16/677884-chasi-brasleti/. Accessed 12 May 2018.

© Center for Open Access in Science