School of Economics and Management, Nanjing University of Science and Technology, Nanjing, 210094, China.
School of Intellectual property, Nanjing University of Science and Technology, Nanjing, 210094, China.
Sci Rep. 2024 Nov 12;14(1):27664. doi: 10.1038/s41598-024-78521-0.
This research investigates the impact of the technologies through an integrated Fuzzy Analytic Hierarchy Process (F-AHP) and VIKOR model to determine their viability as a marketing strategy for business growth in the Prosthetics and Orthotics (P&O) medical device industry. Based on expert data, the study evaluates the integration of Industry 4.0 technologies and ranks them by priority for marketing performance: "Artificial Intelligence & Machine Learning" (0.3295), "Internet of Things" (0.4325), "Virtual Reality & Augmented Reality" (0.5000), and "Big Data" (0.5704). The findings confirm that the proposed model effectively Leverage the industry 4.0 technologies to enhance marketing strategies, using Pakistan as a case study. This research serves as a blueprint for addressing the integration of next-generation marketing tools, technological advancements, and business growth challenges in the P&O industry. It contributes to the growing body of knowledge on the role of technology in improving healthcare marketing and business performance in emerging markets. Future research should explore the broader impact of Industry 4.0 technologies on healthcare marketing, focusing on strategic decision-making, efficient marketing resource allocation, and performance measurement to ensure sustained success in the P&O medical device sector. The study concludes that prioritizing Industry 4.0 technologies, however, limitations such as sample size, data collection constraints, and model complexity may Leverage the generalizability of the results. Future research should address these limitations by expanding the scope of expert involvement and exploring the application of this model in other emerging economies, to further validate the findings and assess the broader implications for healthcare marketing strategies globally.
本研究通过集成模糊层次分析法（F-AHP）和 VIKOR 模型来研究技术的影响，以确定它们作为医疗设备行业矫形器和假肢（P&O）业务增长的营销策略的可行性。基于专家数据，该研究评估了工业 4.0 技术的整合，并根据营销绩效对其进行优先排序：“人工智能与机器学习”（0.3295）、“物联网”（0.4325）、“虚拟现实与增强现实”（0.5000）和“大数据”（0.5704）。研究结果证实，该模型有效地利用了工业 4.0 技术来增强营销策略，以巴基斯坦为例。这项研究为解决下一代营销工具、技术进步和 P&O 行业业务增长挑战提供了蓝图。它为知识的增长做出了贡献，即技术在改善医疗保健营销和新兴市场中业务绩效方面的作用。未来的研究应探讨工业 4.0 技术对医疗保健营销的更广泛影响，重点关注战略决策、高效的营销资源分配和绩效衡量，以确保在 P&O 医疗器械领域持续取得成功。研究得出的结论是，优先考虑工业 4.0 技术，然而，存在一些限制因素，例如样本大小、数据收集限制和模型复杂性，可能会限制结果的推广性。未来的研究应通过扩大专家参与的范围并探索在其他新兴经济体中应用该模型来解决这些限制，以进一步验证研究结果并评估全球医疗保健营销策略的更广泛影响。
