The Specifics of Medical Devices Promoting on the Market: the Case of eBsensor Glucometer

This study is devoted to analyze promotion of a glucometer (a device used to determine the level of sugar (glucose) in the blood) eBsensor in the market of medical devices in Russia. The final goal is to develop recommendations for marketing the eBsensor glucometer in Russia on the basis of the conducted study. The topic is extremely relevant: every year the number of people suffering from diabetes is growing. Almost 9 million Russians have been diagnosed with the disease up until now, which is 6% of the total population of the country. For this reason, the demand for glucometers and complementary products is growing. More and more businesses that produce diabetic supplies appear on the market. The study consists of three chapters - the first one considers the theoretical base of promotion, in particular, the peculiarities of promotion in the market of medical devices. In the second chapter, you will find an analysis of the existing instruments for promoting a glucometer. Two studies were conducted: qualitative and quantitative. The qualitative study was an online questionnaire of diabetics of the first type, the quantitative - in-depth interviews with endocrinologists. In the last chapter, practical recommendations were formed based on the obtained results. At the moment, there is a lack of practical research on this topic, I believe that this information will become a serious argument in favor of active promotion of glucometers in the territory of the Russian Federation and will initiate more in-depth research in this area.