Approaches to understanding customer orientation in the medical device market

The article examines the basic approaches to customer orientation at the medical device market. Based on the analysis of domestic and foreign scientific sources, the most common definitions of the term “customer orientation” are considered. General logical and empirical research methods were used. The approaches to understanding customer orientation from the perspective of the main subjects of the medical products market: pharmacy organizations, medical institutions, manufacturers and distributors are analyzed and generalized. The specifics of customer orientation in the MedTech market is revealed based on a socio-ethical approach. The main components of the customer orientation of medical device market stakeholders are identified: target audience definition; regular monitoring of customer preferences and opinion; understanding and satisfying customer needs; building long-term and individual relationships with customers; availability of customer-oriented and professional staff; quality service; customer-oriented product; availability of standards and rules of work; assessment of the level of customer orientation. It has been established that currently there is no stable definition of the term “customer orientation”, in the scientific and business environment equivalent terms are often used: customer-centricity, customer orientation, customer-oriented approach, customer relationship management (CRM), customer satisfaction. An analysis of publications on the subject showed that customer orientation in the medical device market is also identified with such key concepts as patient care, high ethical standards, and corporate social responsibility. The results of this study are a tool for solving problems related to customer orientation in the scientific environment, and are of practical importance in the development and implementation of a customer-oriented approach in organizations of the medical device market. A model of customer orientation for the medical device market is proposed.