Strategies for bringing high–tech medical solutions to the healthcare market

The article is devoted to strategies for bringing high–tech medical solutions to the healthcare market under budget constraints, increasing complexity of procurement procedures and restructuring supply channels. The scientific novelty is associated with the interpretation of a market launch as a sequence of manufacturer’s decisions: segment selection, preparation of an evidence base, building a partner model, service organization, and post–purchase application control. The aim of the study is to develop an analytical model for the promotion of medical technologies, taking into account regional differences, requirements for clinical value and distribution risks. The methodological basis was made up of comparative analysis, source assessment, typologization and conceptual synthesis of 10 publications from 2021–2024. The analytical part offers solutions for segmentation, partnerships, implementation monitoring, and entry barrier management.

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