With the population aging, research indicated that the growing of chronic disease and rapidly increasing costs of healthcare are becoming a burden worldwide. Global medical equipment market size in 2010 is 2.456 billion U.S. dollars. It is a big industry output. In a highly competitive market, how to create effective strategies and set successful marketing becomes a key issue. Although there exist few studies that have been completed on the critical success factors of medical device industry, these studies are all for one or several particular companies. This study aims to explore the critical success factors of the medical device industry in Taiwan.
The research population of this study was the customers within Taiwan. The study uses survey research under different dimensions from customers’ point of view such as price promotion, perceived quality, customer satisfaction and brand loyalty …, etc., to identify the critical success factors of Medical Device Industry which have its own brand. The paper sent out 150 questionnaires in total. The survey returned 135 usable questionnaires; the response rate is 90%.
The paper found that easy to carry, easy to use, the supplies can be easily bought, can be compatible with other similar products, do not cause pain, the services, exterior, and prices are the critical success factors of medical device industry. Expectations through examining the critical success factors for medical device industry would achieve a better and deeper understanding of customers’ needs, assisting establishing brand.
Keywords: Medical device industry, Critical Success Factors, Branding
Hui-Ting Lin, National Chung Hsing University, Taiwan
This paper is part of the ACP2013 Conference Proceedings (View)
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