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 Wysłany: Czw 12:40, 14 Kwi 2011 Temat postu: Drug marketing, |
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Drug marketing,
fact, not only in the marketing of OTC drugs by the model of brand marketing promotion, promotion of the new drugs the hospital can also contribute by means of the brand product sales. But, OTC brand targeted at the mass consumer and pharmacy sales, and promotion of new drugs for the hospital doctors and a small number of patients. So, what drugs doctors were formed brand? The author believes that the efforts by the following aspects can be achieved.
First, the authority to obtain hospital
recognized experts, with the influence of experts to deliver new drugs brand awareness so that more doctors, recognized the authority of experts, which requires the hospital to fully exchange and communication. Second, all the way through Dr. Xiang Keshi recommend new drugs, such as the organization targets doctors to participate in or sponsor various activities at academic conferences. Third, make full use of hospital prescriptions advertising. Is well known that contact with the doctor's prescriptions the most closely is a doctor, patients, hospital pharmacy or retail chain pharmacies personnel officer, whether the type of person, may directly affect the sale and purchase of drugs, therefore, make good use of prescription One of this advertising vehicle, the cost of inputs is not high, but the result was better.
data model: relying on data resources, patient-specific direct personalized marketing
China many medical health care products companies are doing database marketing, especially for those chronic diseases of affluence of medicine and health products are suitable for the use of database marketing. The drug fully rely on the database directly for specific individual patients marketing is an important new drug marketing. Its advantage is targeted, can have a more adequate time with patients, and eventually to drug sales.
First, the database marketing
a large number of patients to obtain data that can be through a variety of associations, clubs in patients with various types of grass-roots access to the WHO, etc., can also be obtained through self-collection or purchase. After the obtained data can be used to promote new drugs in two ways, one is for higher prices and profits than the abundance of drugs, through number of new drugs, may be the health of patients through the organization of seminars, organizing free medical, etc., to promote drugs together in patients. No matter either way, but all patients need professional doctors to prescribe a single, then a single prescription to the pharmacy or clinic to buy medicine.
circulation model: to promote drug sales through market circulation
often said the In fact, for the drug marketing, as companies can make use of a large circulation to promote sales, the circulation pattern is the drug through the pharmaceutical wholesale distribution companies throughout the country. This is for those who lack the strength and market network of pharmaceutical companies, the more attractive.
In fact, many pharmaceutical wholesale company has agents in the Department of the Ministry or drugs, they have the characteristics of the specialized agency varieties of new drugs and to use its market network to sell products to downstream customers. Hebei an annual sales of more than 20 billion pharmaceutical distribution companies in 2005, agents of the drug in Qingdao, a variety of pharmaceutical companies, with annual sales of more than 5,000 yuan.
circulation pattern with certain market risks. First, the lack of specialized commercial clinical staff, clinical practice can not, even if successful drugs into the hospital, but no clinical pharmaceutical representative, sales is probably not the quantity; Second, if with some large pharmaceutical distribution companies, products flow is difficult to grasp, easy to lead to abnormal phenomenon to life. Third, prices tend to be valued, they may have to implement drug price cuts, new drug to speed up the conversion rate of generic drugs, which affect the profits of pharmaceutical companies.
All in all, generic drugs that are close to a new drug, you can sell the drug in pharmacies is more suitable for circulation patterns.
OTC model: the integrated use of OTC marketing tool to promote
not necessarily limited to the hospital drug sales in pharmacies can also be with the patients to purchase prescription drugs. However, both in hospitals and OTC channels, sales of new drugs is very different means. Therefore, in the OTC market, if the drug marketing, pharmaceutical companies make a lot of headache.
In fact, prescription drugs, though not in the mass media advertising, but in the pharmacy shop for promotional advertising is possible, is to disseminate information to the patient, so patients can be achieved in the formation of group influence, while taking advantage of doctor However, in the OTC drug marketing channels, not by the behavior of price and buy gifts, which will cause great harm to the brand product, converted to OTC drugs is not conducive to the continued promotion of product sales.
news mode: news events through the promotion of drugs for secondary
marketing news in the new drug, Pfizer is studying China's pharmaceutical enterprises in China to the local community to promote
recognized. When entering the Chinese market, on the one hand through the media to hype the news of drugs into the Chinese market, on the other hand the reader through the story to enhance the impression of the product, together with a number of pharmaceutical enterprises in China patent disputes, caused a media report at great length, in such a comprehensive, multi-angle, free reports, When the product was allowed to sell in pharmacies, some pharmacies released to high-level view of Pfizer's .
is worth recalling that, news marketing is only a supplementary marketing tool, it can not become the mainstream marketing of many new drugs, operating properly, then it may play an important role in drug sales, if it is possible improper operation make the product being drowned.
public service model: through public service activities to enable patients to understand, the use of new drugs
marketing the so-called public welfare, primarily through sponsorships, donations and other means of public enterprises and products to promote the public image of the marketing business, its effect is kind and easy to be accepted. And it is essentially a soft advertising, but its commercial and utility Unlike hard advertising so obvious, so widely used by many enterprises.
present, through the public market and establish a corporate and product brands, to promote product sales is that many multinational pharmaceutical companies drug commonly used model. For example, in 2003, Johnson & Johnson, Xian-Janssen and co-sponsored by China Red Cross, 2004 GlaxoSmithKline in collaboration with the China Preventive Medicine, sponsored by the implementation of universal vaccination activities in China and so on.
Throughout the multinational pharmaceutical companies, most of its public service activities associated with the realm of health. Such as GlaxoSmithKline's donation of public welfare in China and its most used areas of drug-related health education activities, academic research and academic building; Pfizer's donation to China's social welfare with 94% of its products, medical services Related; Novartis company for most of the donation and new drug development, sales-related fields.
of welcome and discuss your views and opinions, Tel :020 -39740700, e-mail: klez@163.com |
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