Abstract

In current conditions, people can quickly move between regions, countries, and continents. This freedom of movement makes it easier to share knowledge and strengthen potential. However, the period of the COVID-19 pandemic showed that diseases move too. It becomes more challenging to detect and control conditions in time. Accordingly, there is a need to develop a concept of an innovative product. This innovative product must facilitate the timely detection, treatment, or prevention of diseases caused by pathogenic components, poisons, or toxins that may endanger human life and health during travel. The article aims to develop an innovation in the field of medicine and describe the marketing aspects of its promotion. The study showed that innovation is becoming an essential part of medicine. Artificial intelligence technologies and nanosized (microscopically tiny) materials and objects develop rapidly in the medical sphere. Following specific trends in treatment, we have formed the concept of an innovative product. The essence of the idea is as follows: a microchip «InBlood» can detect specific pathogens and toxins and create opportunities for timely medical care. At the initial stage, it was proposed to produce two versions of the innovative product: 1) «InBlood Tourist» the primary target audience of which are people who travel; 2) «InBlood Life» the target audience of which are people who have health problems and monitor the state of their performance or people for whom disease prevention is important. The analysis of indirect competitors helped to determine the price of innovative microchips. A system of discounts has also been developed. In addition, it is advisable to use a multi-channel distribution system to sell innovative microchips. It means using direct sales through online stores and sales departments of the manufacturer and sales through intermediaries. Thus, the principal intermediaries in the sale of chips «InBlood Tourist» will be travel agencies and «InBlood Life» – medical centers. For the innovative microchip promotion on the market, we proposed the following plan of communication activities: (1) participation in international electronics exhibitions; (2) collaborations with techno-bloggers on Youtube, Instagram, Tiktok; (3) personal presentation of goods to future partner companies (medical centers, travel companies, etc.); (4) launch of review articles on technological and tourist resources and stories in the media; (5) mailing to consumers, launching contextual advertising, and targeting search networks; (6) placement of outdoor advertising in the form of billboards and interactive screens. Moreover, a brand with a complete visual identity will be formed. Thus, the practical significance of the article consists in the strategy formation for innovative microchip presentation and dissemination among consumers in the field of medicine.

Keywords: innovation, medicine, marketing concept, tendencies of a medical sphere, microchip, chipping.

JEL Classification: I11, M30, O31.

Cite as: Didenko, I., Syhyda, L., & Markauskaitė, R. (2022). Promotion of Innovative Microchip in the Market of Medical Services: Marketing Aspects. Health Economics and Management Review, 3(2), 86-96. https://doi.org/10.21272/hem.2022.2-10

This work is licensed under a Creative Commons Attribution 4.0 International License

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