AAOS Transactions
Online ISSN : 2758-2795
医学教育の仕組みを活用した製品シェア獲得戦略
-医療機器業界における国産消化器内視鏡事業のケース研究-
永野 克将
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ジャーナル オープンアクセス

2024 年 12 巻 4 号 p. 21-29

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In this report, we present the results of a survey of gastrointestinal endoscopists to clarify the factors that influence the use of doctor education systems in gaining product share. Since gastrointestinal endoscopy requires high technical skills and is a business dominated by domestic companies, we felt that it was an appropriate subject for this survey. Olympus holds the top share in this business, but has particularly strong ties with universities, which are educational institutions, and it is believed that the existence of endoscopy as an educational tool contributes to its oligopoly in this field. On the other hand, Fujifilm, which follows Olympus, has pursued a completely opposite strategy of focusing on private practice doctors and combining this with a pricing strategy. However, Olympus's share remains high, and it is suggested that its involvement in doctor education, which bears the learning costs as a part of it, may lead to a decision-making system that does not rely on a pricing strategy and may be a source of competitive advantage. It is expected that the results of this study will help mature industries gain competitive advantages and become a source of new innovation.

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