Area of area of risk of market of medical devices is watched

Medical Interview Preparation - Duties of a Doctor

Area of area of risk of market of medical devices is watched

2008-10-27

(1) an added ingredient

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The author suffers recently invite hold the position of manager of department of market of company of some medical devices. April the first time when meeting, confidence of company general manager is full. The product belongs to some domain most advanced forward position, entrust development of orgnaization of domestic some authority, prototype has finished this day to will transfer a company. Should assemble crust to be debugged slightly only can finalize the design, want to enter clinical trial and product to register immediately. The job that gives me accordingly is very pressing also, requirement author enters office as soon as possible, clutch clinical plan and other register material preparation. The plan obtained a product to register card August, next by some famous agent total distribute. Company foreground a light, the target is to overtake foreign well-known trademark. Capital, personnel, channel, workshop already all was fulfilled, everything all is mastering in. But affairs of human life expects hard. After appearance accident arrives, a few experiments are debugged all do not succeed, cannot come true anticipate a function. Relapse after do sth over and over again, understood a bit fundamental at long last, but crucial core technology cannot be broken through from beginning to end. Collaboration just faces apologize of this Jing Yisheng to plead to finish sth, leave a company a batch of dilettante cannot help doing sth, be forced prototype make every possible effort. Enter October share soon, capital already have too many problems to deal with, fall fair is about to draw near, the agent urges again and again, the general manager that is fully contented so is immersed in half mad condition, someone else also is put put uneasiness. The company still can survive how to long already became question. One did not realize the link that has a risk gave an issue at all at the outset, bring about grow wish the blue print of scene happiness be about to melt into visionary hope.

(2) risk consciousness

..This general manager is in decision-making when do not have risk consciousness apparently. Say objectively, the company starts the condition is pretty good still. Although the number is not much but very keen-witted and capable, come from some to appear on the market company of medical devices, have rich experience and stronger business quality capacity. The product attributes forward position skill, the market is growing quickly. Unit of cooperative research and development is home is in this field is only one of units of two authoritative scientific research, the reputation inside scientific research actual strength and course of study is very strong. Although capital is finite, but if the plan is successful unchallenged also. Franchisee sells a network to cover the throughout the country, actual strength is abundant. The author applies for fund of innovation of newly established science and technology medium and small businesses with this project during, book process is declared in compose project in, understand a few setting of cooperative unit and chief expert. With general manager and other staff, to its scientific research actual strength and cooperative result never generate suspicion, to technical advantage this one worries least of all. The contract that just feels company and the other side are signed is a bit ambiguous, intellectual property is attributive very not clear. Perhaps each respect looks be like pretty good condition develop a kind of blind and upbeat mood, perhaps believe cooperative square actual strength too, the dependability confidence that concerns to bilateral collaboration is dye-in-the-wood, everybody did not realize the existence of the risk and menace. Result most the segment that be at ease gave an issue instead. The author holds the position of manager of department of market of company of medical devices for years, ceng Can adds American IDG group to sponsor venture capital investment to groom class, editor in chief early or late project of plan of scientific research of compose much portion declares a book, obtain successfully key of domain of key of harbor of Guangzhou city another name for Guangdong Province broke through the 300 much capital such as the project 2006. Nevertheless, the risk that the author exists to medical devices thinks without serious development. Write this every time object when content on one hand, think do what thing to have a risk, these experts are too captious also fussily. Think back to carefully nowadays, just discover the value of risk consciousness. In choice, investment, start, when participating in project of product of a certain medical devices, how to analyse evaluating appraise risk beforehand is a big question, do not have a person to be able to give the solution that appears actually. Although the project declared book or business affairs specification to offer mode of a standard, investment firm also has respective one evaluates a system, but him enterprise often is blind however. The enterprise is in get collaboration to invest the reason such as the opportunity, incline to succeeds at exaggerating probability, underestimate unsuccessful risk. Data of fictional now and then, medley data is insufficient also to blame. Inferior position and menace also are mentioned in the book, but add more conceal desalt. Gain profit the target drives people to take state of mind of a kind of ostrich to the risk, bring about the strategy decision-making error and carry out fulfil deviation. Bring about company venture consciousness besides subjective reason thin with lack besides, there is a kind of handy and significant risk in reality the analysis evaluates appraise method beforehand or the tool also is one of main reasons. The place before be like is narrated, the project of enterprise compose declares book and commercial specification reliability inferior, because this kind of file basically is,oneself do not see to others. Compose person also is not him policymaker normally, however or bookman of shaft of a group of for use of an emperor. And the evaluation system that invests a company is based on more and emphasize particularly on financial analysis, if have a blurred vision,wait to environment of technology of characteristic of industry of medical devices, product, market, without how many real knowledge. Investing a manager is money more meeting major or MBA one‘s previous experience. The assessment that invests a company also contains his interest colour more, sex of justice of its objectivity integrality has doubt.

(3) what is a risk?

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The risk is the negative factor that influence target reachs. Different risk has different meaning. Risk of medical devices includes technical risk, management venture, financial risk, market risk to wait. From administration supervisory angle still has safe risk. The technologist cares technical feasibility, financial expert relation invests budgetary balance, product of management department relation is safe. Actually market risk just is the biggest risk, all problems reflect the success or failure in enterprise and product project finally to go up. Alleged and successful, it is implementation is commercialized. So-called risk, it is all sorts of negative factors that the influence commercializes a target to come true. Technical risk, management venture, financial risk, safe risk is among them one of. Market risk comes from not just at market sale process. Classic market sale theory begins from demand analysis, to market fractionize, product fixed position, price system, cent sells channel, sales promotion means, manage to sale again, benefit business accounting, involve market sale each link. Contemporary sale idea highlights enterprise society sense of responsibility and client to participate in. On current market, international country politics, culture, society, psychology, natural, science and technology is right of market sale turn over consequence to increase increasingly. Market risk with respect to consist in in this action and counteractive process. Outstanding expression is in a few respects. Macroscopical go up, storm of clash of consciousness of environmental protection of progress of globalization, science and technology, green, culture, cheap politics. Microcosmic go up, client demand administrative levels rises, intense, cost climbs competitive trend ceaselessly litre, sales promotion method is coessential change, purchase way flow of resource of change, manpower is flabby etc. These respects be pregnant with is worn huge risk. Market of medical devices still has oneself specialty. It is professional strong, 2 it is otherness big, 3 it is change faster. Class of medical devices is various, involve professional knowledge deeper wide, academic technology progress is very rapid. The market risk that accompany and comes has professional, otherness and much denaturation as much. In other words, have the professional knowledge that comparative only, link category of not congener and other product and target user, with when all parses judgement into the ground, ability masters risk of market of medical devices well and truly.

(4) distinction and connection

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Risk analysis and SWOT analysis meaning are different, but the relationship is very close. SWOT analysis adopts play dominant position, overcome inferior position, seize opportunity, escape is minatory, formulate corresponding sale strategy. Although realise inferior position and minatory place, but do not have specific point out what is a risk, and the risk has how old. It is the commonnest that average company realises capital shortage time is pressing " risk " . Actually any projects have capital time restriction, the between project when boundless capital is infinite is nonexistent, such project does not have a risk of course. The strategy is decision-making must build it is in this frame. The enterprise can pass reasonable strategic arrangement and active management to carry out avoid. The inferior position of OK and effective avoid and menace do not become a risk with respect to compose. Real risk originates what the project goes back on his word to develop in order to live is essential, namely the company is the proudest the proudest, often also be consequently most the place that be at ease, in the advantage that lists in SWOT analysis namely and good luck. Common saying says: "Good luck and risk coexist " . The dominant position is larger, good luck is better, the risk is bigger also. Face advantage and opportunity, people is not avoid dodge, enlarge an advantage to seize opportunity however, place the hope its to go up, stake bets desperately one wrestle. To advantage and good luck often make the person forgets backside hidden risk infatuatedly. This is alleged lamp falls black. Beat dead of meeting fist, drown of meeting water. Most the place of scene is the most dangerous.

(5) advantage / good luck is a risk

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Advantage / good luck and risk very closely associated with each other, depend on each other is concomitant. People can be faced only and cannot eliminate. It is the advantage that the project declares book and commercial specification middling to see and good luck below, and the risk that accompany and comes. Own own intellectual property -- the thing that did not keep secret absolutely on the world. Once have things stolen of the discharge outside core technology, perhaps be imitated to surmount, or by more the advanced technique is replaced, the advantage alls gone instantly. Masses consumable may build the brand fort ego that rise to protect by right of hundreds of years, be like coffee of Coke Cola, nest, although the recipe is stolen also may not breaks down. Product of medical devices is nonexistent such brand fort. Market demand potential is tremendous -- in globalization times, without the market that close. Requirement is open to all enterprises. Once the product is popular, the person that follow suit can come in great numbers, fake, malign competition also subsequently and come. If see sell like hot cakes of a certain product, and you are a successor only, wait for you extremely likely to develop a product, the market has produced change. 2003 during SARS, some is famous the enterprise throws equipment of emergency treatment of exhaustion of development heart lungs instantly. Did not wait for an experiment to finish, SARS disappeared from the scene. Without congener competition product -- mean without precedent without off-the-peg market. Everything needs oneself to be developed anew. Need to be accumulated in education of product promotion, client, case of illness not only, knowledge gains ground, public relations activity, government is connected involve the investment in waiting for the market to breed many capital time, and extremely possible advanced change martyr, pave a road for the successor build the bridge. Especially a few have those who achieve, take radiative cause, inside establish material, mechanism is unidentified (the doctor of traditional Chinese medicine is academic) medical devices. The microwave melt tumor that some famous expert dominant develops treats equipment, agree with clinical trial because of doing not have a hospital to dare be accepted, still be in prototype phase up to now. Product technology is banner technology is advanced -- production engineer of research and development of medical devices has a kind of tendency, wallow in a technology namely labyrinthian in cannot extricate oneself. Rely on technical thinking, the expert‘s conceit, the habit of one‘s own profession, make the product that gives an elegant unsurpassed, self-satisfied indulge in self-admiration. Often be eligible and unreasonable, advanced and not practical. Obstacle common occurance is communicated between engineer and clinical doctor. Administrative group is seasoned -- the success that goes to already does not represent the following success, today‘s group also may not is the combination with efficient solidarity. The individual qualifications and record of service of group member, working experience, honorary certificate, brilliant success can make reference only. The person that succeed often bears historical burden, adherence oneself inertial thinking is insurmountable. Face new thing new case, accept other opinion and proposal hard. The group that an ace gathers likelihood hilltop is bristly, each other is ill-affected. Pairs of force of a certain person is too large enterprises are likely also and adverse. Cent sells business actual strength powerful -- cent sells business speech advantageous position is too large, show ability of enterprise oneself sale is very weak, main support cent sells business to live. Cent sells business is typical gainful substance, always be profit of apt extruding company, reduce client profit, enlarge oneself to gain profit space. If do not have effective control to accuse a medium, cent sells business to will harm a client finally, destroy fame of company product brand. Through mastering a product the price counterpoises, bad news material deserves to send authority, after service, unified sales promotion acts, differentiate strictly the method such as region of section of the market, maintain bisect to sell business to command force. Let go completely can have bully of leadership rendered ineffectual by recalcitrant subordinates, evil slave advocate risk. Client relationship is good consolidate -- human relation still is the most effective in link of sale of medical devices, also be the flimsiest consequently. Hospital dean, appliance section chief, every time of section office director is appointed and dismissed change imply chain ruptures, all in the past devoted Fu Zhidong flows, all need are made from the beginning. As the country strength of blow commerce bribery is increased, purchase a program open and transparent, invite public bidding bids become inevitable, the sale mode that depended on individual relation in the past more and more was ineffective. The salesperson that masters important client relation also has the risk that flows at any time.

(6) 6 words true classics

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This shows, want to discover what is real risk, those who be about to go back on his word to develop in order to live from the enterprise is essential, be searched namely in so-called advantage and good luck. The market competes the superior ability from company of 6 fields test, wraparound rise 6 words: "Situation, benefit, person, friendly, implement, with " . Situation (opposite situation) either every company understands he is located and opposite of posture. So-called state, astronomy comes on, geography comes below, mean fall in situation of politics of current international country, economy, culture, military affairs, environment, science and technology, in process of development of industry of medical devices, and each element influence leaves the market, the enterprise is located position and metabolic tendency. The enterprise should seek the fixed position that follows his and way according to oneself actual strength and strategic goal. A lot of enterprises do not make clear him to did not wish when newly established scene what be, just begin to build ideal mansion from project of a certain particular product. No matter be the feasibility analysis that passes rigor, still get inspiration through gossip a few words, the business should answer 3 questions at least: Whether to accord with science and technology to develop a tendency? Whether to accord with national industry to support policy? Whether to accord with market demand to develop way? Take advantage of an opportunity person prosperous, go against situation person die. Reply further: Is crucial core technology in this domain what position (forward position, mature, fall into disuse) ? Does various government policy support strength (preferential, general, limitation) ? Size of market demand latent capacity (tremendous, finite, atrophic) ? Had answered these questions, the enterprise can master him basically located and opposite situation, make clear fixed position and direction then. Apparent, technology the more most advanced forward position, the more the appeal urges the government, market potential temptation is stronger, risk of project of this kind of product is bigger also. The enterprise should choose the most appropriate situation according to him actual strength and target, ability utmost produces place control advantage. Fixed position forbids, directional deviation, the enterprise is about to assume great risk. For instance small achieve without achieving is direction of surgical appliance development, but specific implementation has a variety of ways. Innovation is admittedly delectable, improve probably much better. Eight saints go across the sea each shows special prowess. Should find only the most appropriate oneself road, can take advantage of an opportunity and for, borrow power development, ability get twice the result with half the effort, expand quickly ongoing. Encouraging innovation now to seek the time that the area lies between, enterprise avoid by all means falls into innovation trap: To innovate and innovate. Do sth unconventional or unorthodox blindly, it is to own own patent only, perhaps do his utmost to be distinguished somewhat with the competitor. Make oneself are immersed in corner extremely likely so. Especially crucial core technology does not have a breakthrough, when fundamental has not understood completely, sedulous pursuit exterior is novel, tectonic and distinctive, functional diversity, raise cost not only, increase technical craft difficulty probably to cannot come true finally. Manufacturer of domestic medical devices often makes this kind of mistake. Benefit (advantage) enterprise whether live development, won‘t depend on a kind of condition, depend on however 4 big pillar -- capital, technology, talent, market -- coordinate effectively cooperate. Reasonable capital is arranged, the personnel that reach the designated position is configured, proper technology mix, accurate market acts, decide relative to posture around the enterprise. Excellent decision-making with brilliant leader, can maintain this quaternity to be in optimal and dynamic balance from beginning to end, support company fixed position and way effectively. Once this kind of dynamic balance is broken, the enterprise is met basis is flabby directional deflection. When unbalance condition, any one party become strong condition alone not simply; And in the balance condition falls, any one party also won‘t form a venture alone. How much is capital, talent no matter on any account, the technology is not divided early or late, the market not plan size, should fit a business only opposite situation, want proper collocation to use only, also can make a career one time. Accordingly, the company is the biggest the risk originates not clear and affirmatory oneself are located and opposite posture, 2 cannot master play advantage to coordinate form a complete set. If the enterprise is beyond the mark emphasize depending on some one-sided advantage, itself conceals great risk. Claim for instance company capital is abundant, the talent is powerful, the technology is banner, the market is broad etc. Enterprise of a lot of failure is not devoid advantage, it is certain condition instead too advantageous bring about proud conceit, be blinded by lust for money, lose sight of risk place. Edifice general bend, one person alone cannot saving the situation. Person (crucial figure) the mainest to the enterprise character also is most masty content. Bigger to dependence of some each person, risk nature is taller also. The person that core technology and market resource master inside business of medical treatment company is the most crucial, their individual character, concern with company profit, property right concerns, faithfulness is spent wait for an element, always control company progress. This kind of risk can sense cannot explain in words, enterprise heart knows abdomen bright however have no alternative, cannot take make public treat of to the desktop. The relation between enterprise and crucial figure is very delicate sometimes, alien is essential unintelligible control. The project declares book and commercial specification to show very hard also among them mystery, investment firm and director branch also have no way is fully witting in. To enterprise of type of production of research and development, crucial core technology masters crucial. Strict index asks, clear property right impact and firm interest restrict 3 be character of key of enterprise hold together to assure basically. In 3 ligament any one is short of break form a venture. Sale enterprise also should have similar tie to important salesperson. Do not believe bearing morality, do not believe friend personal loyalty, do not believe to swear pledge, do not believe public opinion justice, do not believe punitive justice. Market economy has law only just is exclusive and opposite assure reliably. Friendly (cooperative ally) it is important that relation of 3 kinds of collaborations compares industry of medical devices. Enterprise and cooperative research and development create the concern between the unit; The relation between enterprise and franchisee; Franchisee and area cent sell the concern between business. Place of scientific research courtyard and universities and colleges are project of own research and development main source. Latter very much company and client establish relationship of collaboration of product research and development directly like the hospital. The profit that such doing is direct be developed in clinical practice and examine in medicine originality of science and technology. Name of theoretic collaboration unit is bigger, actual strength is stronger, the level is higher, more advantageous to enterprise and project. However, the proof in cooperative practice among them also conceal is worn huge risk. It is from science and technology originality is apart from to the implementation between economic product firstly. The clinical expert that is in forward position of scientific and academic technology and expert of science and technology there is no lack of brand-new originality, but should be not easy thing from the implementation on technical craft. It is secondly advocate the relation between course of study and avocation. Expert of a lot of science and technology and business of clinical expert one‘s job are very busy, dinner party slue. Cooperative unit itself also has his task project, cooperating with the enterprise is avocation only. Because this has time energy rarely,investment arrives in cooperative project. It is rights and interests of responsibility of cooperative both sides differentiates thirdly problem. The unit that the company comes to appeal eats emperor food mostly and domestic great cause is big, with the enterprise collaboration did not live the pressure that go up. Both sides is the relation of a kind of imparity. Although sign contract agreement, also do not have sanction to such unit and individual. The both sides when the project goes well is fair-weather friend, the both sides when the project encounters difficult problem is glacial fire double day. One party is enterprise farmer boil like soup in the heart, one party is childe offspring of the nobility shake fan, be over devoid so called state of mind. The saddest final result is, the enterprise became collaboration square drawing engine loss is big, be controlled to operate by its instead. An enterprise that the author ever assumed office, because full rely heavily on sb‘s service is finished in the project some medicine expert, result company establishs the relative of emperor close country that before long this medicine expert uses him to be full of each interest section, business backbone is elbowed out instead. The largest stockholder knows perfectly well out of control also can self-surrender is indulged, although have no way to back down, be in a dilemma, but fear the other side lets go grain is not had close, be forced for company smiling face and wolf in all dance. Implement (client interest) activity of market of medical devices is principal premise is to give a client (hospital, doctor and patient) bring a profit. A lot of enterprises claim to be able to be brought to the client more golden eggs, but client interest promotion is raise zephyr danger to increase those who be cost with cost. Excessive emphasize client benefit, raise cost not only, also make a client expect to be worth tower above enterprise to bear actually ability, reduce client satisfaction to spend instead. Enterprise of highbrow drive up is affirmatory, can create the situation that can‘ts bear heavy burden to oneself only. Under great reputation, actually difficult accord with. Once appear unskillful and faulty medical or surgical treatment is undesirable incident, cause annihilative blow to enterprise general. With (auxiliary support) constitute environment of a whole market besides the client, enterprise, product, besides channel, still all sorts of assisting bear an element. Significant to the market movement offers these auxiliary elements fundamental support and lubricant catalysis. The more maturity perfects the market, these auxiliary factors are mainer. Governmental administration works efficiency, finance serves a level, information information is convenient quality, public service perfects form a complete set (meal, accommodation, recreational, recreation, traffic, commerce) attribute run-of-mill auxiliary factor. Have content shedding, insurance for what industry of medical devices provides professional service, seek advice, credit, foreign trade, meeting is exhibited, design, presswork, advertisement, medium, communication. Its risk size depends on the enterprise dependence to some specific service degree. For instance the enterprise begins business affairs of electron of medical devices, if target market network develops to still be not had with credit system, face bigger risk with respect to meeting. Sale mode innovation needs to notice to study target market is particular especially condition, be not it is good to jump over novelty distinctly.

(7) brief summary

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Analysis of risk of market of medical devices, forecast and evaluate, mix to investment firm not only the government sector is useful, very important also to him enterprise. The enterprise is in choice, devoted, start, when participating in project of a certain product, should have basic risk consciousness. The inferior position that people thinks the enterprise is faced with in market competition chronically and menace are a risk, it is a kind of misunderstanding actually. Real market risk originates what the enterprise goes back on his word to develop in order to live is essential, bring in people namely think among the advantage that be proud and good luck. Do not grant to face up to to this people or, or turn a blind eye to, or sees and do not admit, or admits and not dread, or dread and do not prevent. Analysis, forecast and evaluate market risk to need appropriate methodological tool. The article offers simple and practical " 6 words true classics " combination, through analysing a company opposite situation (situation) , advantage (benefit) , crucial figure (person) , cooperative ally (friendly) , client interest (implement) , auxiliary support (with) , affirmatory what is right the industry survives the largest dominant position of development and best good luck, discover what is the real risk that the enterprise faces thereby.

(8) final words of advice given at parting

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Finite to a capital, for the enterprise with pressing time, when choosing development and project of product of distribute some medical devices, should notice escape is the following high risk trap. Dare be the world first, do not become martyr.

One, too most advanced forward position or slant door an unexpected winner, the market still does not have precedent, have demonstrative user and window unit hardly.

2, no matter how the past is glorious, wash out outdated to lag behind apparently nowadays, and support of new without new use market.

3, fundamental is unidentified, or cannot master crucial core technology and crucial figure.

4, relation of as square as main collaboration rights and interests is ambiguous and inattentive, success or failure has nothing to do the other side is terrible.

5, bring about popularity because of accidental element, already fiery sell like hot cakes period of time.

6, functional substitute is very much, have other handier and cheap means satisfies requirement.

7, the market sells a network without maturity, him enterprise develops the market feebly.

8, supplier or cent sell business speech advantageous position is too large, be decided by of destiny of life and death its hand.

9, natural resources of power of devoid serious very important person and network of necessary and human relation.

10, target market is not familiar, mainstream information conduit not free, information asymmetry.

11, enter door column too low, follow suit easily imitate, overrun very quickly.

12, the nature that market environment existence cannot overcome, society and humanitarian element.

Origin: Hui Cong net channel of industry of medical devices