As low birthrate and aging advance in macro-environment of Japan, people are at thehigh level of awareness to the health. Along with that, many companies are trying to enterthe medical industry. However, it is often that it does not go so smoothly.The reasons are the companies’ poor medical knowledge and also generally believed thatJapanese certification system of the medical device taking long time, is one of the barriers.Another main reason is that various stakeholders have various needs, and it is necessaryto understand and adjust each other's needs. Moreover, adjustment of each needs must bedone in parallel with the process of product development. And the knowledge and techniquesof marketing can make a big contribution to this process.