Implementación de un Marketplace como estrategia competitiva para la comercialización de insumos y dispositivos médicos especializados

Abstract

This article is the product of the research " Implementation of a marketplace as a competitive strategy for the commercialization of specialized medical supplies and devices ", carried out during 2021. The inappropriate use of business strategies by healthcare entities, when establishing relationships with the client, inhibits the scope of the organization. Health entities, despite having portfolios of quality products and proven results, sometimes, they have not managed to achieve a position in the market of medical supplies, causing a low level of sales; the above, due to the low visibility in the sector by growing media such as digital platforms. The objective of the research is to develop a Marketplace based on market studies that allows to improve the level of sales of laboratories that design and manufacture specialized medical devices. The use of tools such as Lean Canvas, DOFA, Skateholders and a marketing mix for the knowledge of internal and external factors that affect the entities is proposed. From the information collected and with the product portfolio, a Marketplace is created according to the needs of the company and considering the permits required for the acquisition of certain medical products. This project seeks to generate greater visibility of laboratories and marketing entities in the market for an increase in sales. The lack of information provided by the municipality and the confidentiality of some data, arise as limitations for the elaboration of the project.