| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 105 === In early years, the orthopedic medical equipments employed in Taiwan were mostly imported from the US or Europe. However, their designs often were inconsistent with the Asian bone curvature. Manufactures would not customize the required Asian specification in view of the limited market demand. Now, the health care market value in Mainland China is around NT$120 billion per annum, with a prospect annual increase of 20%-30%. Meanwhile, the increase of aging population, the rising expectation on social health care, and the implementation of the National Health Insurance System drove the robust growth in medical equipment market. Taiwan government formulated relative health insurance policies to rein in and depress the climbing expenditure. These policies may affect the growth of medical equipment market.
The case firm chose to enter the realm of traumatic repair which was yet to be developed. In 2009, the firm began to develop, design, and manufacture the orthopedic medical equipment consistent with the Asian bone curvature and build the Asian academic platform. Through the creativity and feedback from clinical trials, the firm developed the bone implants with leading specification and built an Asian-based orthopedic specialty medical equipment company, transforming Taiwan from an OEM state into a major international brand power.
Employing case study approach, this study explored the advantages and the future difficulties and competition a Taiwan orthopedic medical equipment firm experienced when entering the international market. First, the study introduced the global medical equipment market, and then analyzed orthopedic medical equipment industry. The study next focused in the current development of Taiwan orthopedic medical equipment industry and the introduction of the case firm to explain the market position and opportunities of the products to explore its marketing pattern and possible risks.
The study showed the competitive strategies of Taiwan orthopedic medical equipment industry should avoid the red sea market resulted from the lowering health insurance payment and concentrate in the development of self-funded medical market and create a blue sea of biotechnology industry. If the product designs can timely and effectively solve the inconsistency issues the imported brands encountered, they will be awarded with the doctors’ support and sharing the valuable clinical experience and recommendation which would further the uniqueness of the products and increase their competitiveness.
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