MODERN APPROACHES TO MARKETING RESEARCH WITH MEDICAL GOODS TO IMPORT SUBSTITUTION EXAMPLE TURBINE DENTAL HANDPIECES
Federal target program development of pharmaceutical and medical industry of the Russian Federation for the period until the year 2020 and beyond "has Russian manufacturers of medical products, a number of tasks: localization production of medical products on the territory of Russia; formation of a release of their own domestic products, both domestic and foreign markets. But at this point a large part of the demand for medical products that apply in the territory of the Russian Federation met at the expense of imports. One of the reasons for these trends lies in the long-term transition of the domestic producers to the latest innovative developments. The market of dental equipment is very diverse and is one of the leading imports, which makes this work relevant, in which turbine dental tips of Russian and foreign manufacturers were taken as objects of research. In this work, an expert method assesses the effectiveness of dental handpieces from different manufacturers according to the indicators presented in GOST ISO 7785-2-2011. The study was conducted in several stages. The expert group determined the degree of significance of each property using the estimated coefficient of weight of the indicator and the method of rank assessment. As a result, the most important indicators of the quality of dental handpieces were identified: safety, clamping device, hygiene and head size. The consistency of the views of experts evaluated the coefficient of concordance (W), which amounted to 0.846. The specified value reflects a high degree of consistency of expert opinions and the ability to use the findings in further research. In the final phase of a five-point scale, the experts assessed the performance efficiency of the studied objects in accordance with the previously calculated its own weight factor. Current performance indicators data on dental handpieces from different manufacturers vary slightly. From them the most complete all requirements and demands of the consumers ND meets German dental handpiece, however it has a higher cost. Comparative evaluation found that domestic samples of dental handpieces practically are not inferior to the German designs on regulatory quality indicators, but considerably cheaper. Studies suggest a methodology, which is the standard, logical system that clearly reflects the specificity comparison of medical products, and also allows you to highlight the most important indicators for which analyses the efficacy of the investigated objects.