Features of Building Business Strategy for Introducing Innovative Medical Technology to the Market

This research article is devoted to joint study of authors, conducted to develop business strategy for implementation of the developed innovative method of electrocardiologic diagnostics of coronary heart disease and acute myocardial infarction in the market of electrocardiologic devices. Business strategy is based on promotion of the product “Tozka” that is telemedicine system “DoctorPatient”. The system allows performing diagnostics in outpatient and home conditions with the highest accuracy and in real time. The prototype of the diagnostic system was created and successfully tested on 290 patients and 40 healthy people. The research included formalizing socially significant problems, solution of which the innovation is aimed at, determining ways in which the innovation will solve these problems, identifying existing competitors in the field under study and competitive advantages of a new product, identifying potential buyers and assessing demand. On this basis, the authors developed schemes for commercialization of innovation and a plan for development of project for its dissemination in national and foreign markets.