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Strategic Marketing Plan

China’s status as one of the world’s largest market rests mainly on the size of its population, rather than its maturity. The percentage of healthcare expenditure in GDP is estimated to be of below five percent (KPMG, 2011), but China’s share of spending on drugs out of its total healthcare expenditure is as high as 50% as compared with only 13% in the US in 2009. Drug revenue in the Chinese market has grown swiftly. Hospital drug sales, retail pharmacy sales and rural drug sales are forecasted to grow 20%, 13% and 40% respectively for the next 3 years annually.  This contrasts starkly with developed nations which are looking at single digit growth for the next few years. A small but rising percentage of the urban population, whose income has grown quickly, is likely to become customers of high end healthcare products. Even a tiny percentage of China’s huge population base is a large number in other markets. The country already has over one million Chinese with net worth more than RMB 10Million.

Since 2009, the Chinese government’s long term policy target continues to be the development of an affordable and accessible healthcare system, with a medical insurance system covering the whole population and as more and more of the country’s rural areas experience urbanization, the government’s participation is likely to deepen with an increase in subsidies for the New Rural Cooperative program as well as increase in upper limit for the Urban Employee and Urban Resident Basic Medical Insurance Program.

The 12th 5YP for the healthcare sector will extend the major policy blueprint as reflected from the healthcare system reform that began in April 2009. The directives for the 12th 5YP focus on reinforcing the objective of developing an affordable and accessible healthcare system and infrastructure for the entire population. This objective is consistent with the country’s emphasis on higher-quality growth over the next five years.

Given the policy targets in the healthcare reform and 12th 5YP, the sector is likely to move in the direction of more innovation, product upgrades, cost control and more sustainable and environmentally friendly developments. For example, the government has brought biological medicine development to a strategic level and the plan is pushing for not just quantity but also “strong” development of the industries. The plan may accelerate consolidation across the healthcare sector as the government implements directives and further strengthens regulations and standards in the industry.

 JRSIS HEALTH CARE CORPORATION intends to achieve the following objectives:

  • Establish a strong brand name and reputation in the healthcare industry

  • Strategically align ourselves with other partners

  • Generate enough revenue to expand operations by going public through full medical services

JRSIS HEALTH CARE CORPORATION has outlined five phases of our marketing strategy:

  • JRSIS will obtain US public trading status

  • Initiate PR work – Road Show and marketing

  • Complete construction and expansion of new facilities in the hospital

  • Target industry expansion by acquisition of local medical facilities

  • Partnership with Western firms wanting to market their medical devices and supplements and drugs for use in the hospitals in China.