Laparoscopic surgery became an alternative surgical procedure of open abdominal surgery because it reduces tissue trauma around the surgical site and patient recovery period is shortened. Nowadays, laparoscopic surgery is required a special device as “Endo-Stapler: - stapler for hemostasis and autonomic anastomosis” which is designed to minimize operating time and increase patient safety. Therefore this special project is aimed to create strategic plan of Endo-Stapler for laparoscopic surgery following by business development for the future progression.
The project tool is randomized survey to general surgeons who specialize in laparoscopic surgery to study factors of device selection resulting in service development suiting to the market environment. The study found that innovative product is the key factor of selection following by after-sales service, reference persons and product trial respectively to gain more confident of users and the least influencing factor is price and reimbursement limit.
According to strategic development plan for marketing and business operation, the product positioning is focused on innovation of product served to different surgical procedure and product safety Moreover, the additional tactics are product loan for an urgent requisition as well as educational program in laparoscopic surgery to educate and develop new surgical techniques to new target group for increasing in patient safety as a result.
