Marketing Strategy for Introducing the Company's Innovative MedTech Product to the market

This case study was aimed at conceptualising the concept of marketing strategy for introducing an innovative product to the market, as well as at developing recommendations for adapting the marketing strategy for introducing an innovative MedTech product of SberHealth to the market. A number of literary sources were analysed, the definitions were conceptualised: "innovation", "marketing strategy", "marketing strategy for introducing an innovative product to the market". Based on the sources and expert opinion, the peculiarities of marketing activities in the MedTech sphere were derived and formulated. It was proved that there is no universal marketing strategy for introducing an innovative product to the market, each strategy is developed taking into account the specifics of the market, the needs of the target segment and the innovative component of the product. The second part was devoted to analysing the existing marketing strategy for introducing the innovative MedTech product of SberHealth to the market, including a general analysis of the company's activities, its innovative product. The marketing strategy analysis consisted of the following stages: analysing the macro-external and micro-external environment of the product, and analysing the marketing strategy itself. As a result, the 4P model of the existing marketing strategy was formed, and the reasons for the gap between expected and actual results were identified. In order to develop recommendations for adapting the marketing strategy to introduce an innovative product to the market, an empirical study was conducted, including a telephone survey, face-to-face interviews, and an online survey. To conclude the work, recommendations on adapting the marketing strategy for introducing the innovative MedTech product of SberHealth to the market were developed, including proposals for expanding the target segment, expanding the communication message, promotion channels and tools, and distribution channels.