The Application of Academic Marketing in Pharmaceutical Marketing Essay

At present, the pharmaceutical industry has become a sunrise industry in China's national economy, with rapid development and broad prospects. After joining the WTO, multinational pharmaceutical companies have entered the Chinese market, and China's local pharmaceutical enterprises are facing serious challenges. Compared with the international large-scale pharmaceutical enterprises, China's pharmaceutical industry is facing the problem not only lies in the backward level of research and development, but also lies in the lack of effective marketing methods and marketing strategies, which makes China's pharmaceutical enterprises caught in the vicious competition in the siege, difficult to grow bigger and stronger. China's existing pharmaceutical marketing methods, marketing strategies, there are still many problems, many pharmaceutical marketers do not understand their own sales of products, in the process of product promotion is also a continuation of the original set, that is, and customer service and customer service relations, close, give kickbacks to the relationship between the marketing, the number of doctors with the drug and the key to use or not to use the amount of remuneration given to the number of and how the relationship with the medical representatives, rather than based on the drugs, efficacy, quality, etc., for academic research and development of the pharmaceutical industry. Efficacy, quality, etc., for the concept of academic marketing and specific implementation methods and the implementation of academic marketing to the interests of the enterprise is not clear, especially the country's anti-commercial bribery policy refers directly to the drug "with gold" sales, which will be a serious problem faced by pharmaceutical companies. Pharmaceutical marketers should immediately recognize the severe form faced, that is, the previous set of marketing strategy is no longer the effect of good or bad, but in the country's policy premise can still be carried out under the problem. Therefore, I believe that pharmaceutical marketers should adhere to the legitimate legal relationship marketing strategy at the same time, efforts to look like foreign pharmaceutical companies, learning academic marketing, the development of academic marketing, the combination of the two, under the premise of the quality of the drugs, quickly enhance the brand image of their own enterprises, brand competitiveness, and strive to promote the forward development of pharmaceutical marketing.

First, the role of academic marketing

Summarize the domestic and foreign pharmaceutical sales market, the academic marketing model to the pharmaceutical enterprises to bring long-term benefits is more obvious and huge, these benefits are mainly concentrated in the influence of the brand and sales of drugs, which strengthens the core competitiveness of the pharmaceutical enterprises in the industry and for the health of the pharmaceutical enterprise sustainability. This strengthens the core competitiveness of pharmaceutical enterprises in the industry and lays a solid foundation for the healthy and sustainable development of pharmaceutical enterprises.

1. Academic marketing is conducive to the creation of a good brand image of pharmaceutical companies, enhance the brand influence of pharmaceutical companies

In today's pharmaceutical market, the brand as an intangible asset of the enterprise in the current economic activities show an increasingly important role, the brand in the sales of products in the marketing force can not be underestimated. Those who have a good brand image of the company, its products in the market ` appeal is very strong, the natural sales situation is also very ideal, so that a good brand image is the foundation of the healthy and sustainable development of enterprises, to win the market competition of the magic weapon. Pharmaceutical companies use academic conferences and social welfare activities in the form of strengthening their brand image.

2. Academic marketing can enhance the sales of pharmaceutical companies, laying a solid position in the pharmaceutical market

Currently in the global single-species sales of leading prescription drugs, such as Lipitor (Lipitor, Pfizer), Zoeor (Svalbard, Merck Sharp & Dohme) and Losee (Losec, AstraZeneca) and so on, are not through the academic marketing approach to promote corporate products. academic marketing to promote their products. These companies rely on rigorous scientific evidence for academic publicity, academic activities, sponsorship of academic conferences.

After several years of efforts to create a number of heavyweight bomb level drugs. In the domestic pharmaceutical market, GlaxoSmithKline's Herceptin, for example, also relies on academic marketing to establish its position as a solid leader in the field of therapeutic drugs for liver disease.

3. Academic marketing can guarantee the sustainable development of pharmaceutical companies

I believe that the academic marketing of drugs is to strengthen the functional nature of the product to doctors to pass on the core values of the product and other characteristics of the product to achieve the publicity, the sales of the realization of the company's products rely on the influence of the product brand rather than relying on the feelings of a businessman to maintain. In this way, pharmaceutical companies do not have to worry about the day a part of the market of a medical representative left to take away the original customers or customers no longer use the company's products and lead to the company's business shrinkage or interruption, so as to realize the continuity of product sales. The same company can also select staff with specialized knowledge or training of the company's product knowledge familiar with the staff, quickly hand over the market to these employees, let them go to continue to maintain the company's academic marketing activities to ensure the continuity of the company's business activities. Of course, there are inevitable limitations to the academic marketing of prescription drugs, such as slow sales growth, but in the long run, the sales base formed by this marketing approach is solid enough to make up for the short-term shortcomings of the slow results.

Second, the implementation of academic marketing methods

Pharmaceutical companies to implement the purpose of academic marketing is to establish their own brand image, to promote their own core selling points of pharmaceutical products, can be effectively realized through a variety of methods.

1. Adopt a variety of marketing methods for academic promotion

Pharmaceutical companies should combine the actual situation of the product, and use the activities in line with the way. First of all, pharmaceutical companies should invite experts in related fields as the spokesperson for the product, for different levels of doctors to carry out academic education; secondly, pharmaceutical companies can sponsor the relevant academic meetings of medical institutions, through the theme of speech and visual image to disseminate product information; again, pharmaceutical companies can also combine the product listed in the Ⅳ phase of the clinic to carry out full publicity, select a representative of hospitals, through the company and the The interactive communication between the company and the doctors to strengthen the characteristics of the product.

2. The use of a variety of media for academic promotion

First, the pharmaceutical companies to organize a special staff to create the company's internal publications to introduce the company's knowledge of the latest products www.lwkoo.Com研究成果, the organization of regular staff to learn, so that the company's medical representatives through this publication can be a timely understanding of their own products, in order to promote external, should start from the staff to promote their own products. To publicize, should start from the publicity of the staff, within the company to create a good academic atmosphere, only so that the medical representatives in the explanation of the company's products to customers can answer the right questions and have a good grasp of the situation. Secondly, pharmaceutical companies should use magazines, networks, internal publications, information, outdoor and other print media on their company's products for academic publicity. Because the professional media can be in the breadth of academic marketing for pharmaceutical companies to do a good job of paving the way for public opinion. Dissemination of content, should be based on the product selling points, at the same time with the product hard ads both hard and soft.

3. The use of various academic conferences to promote the company's products

Pharmaceutical companies should set up a special academic conference application mechanism for the pharmaceutical representatives of the organization of the academic conference to give funding, academic information, conference equipment and other comprehensive support.

Pharmaceutical representatives should choose the right time to hold a departmental meeting in the hospital counterparts, the hospital will actively promote the company's products. At the same time, actively participate in provincial meetings, national academic conferences or product recommendations, medical associations, pharmacy associations, health system of the annual meeting of the various sections, to seize every opportunity to do a good job of recommending the company's products. Such as some pharmaceutical companies for medical representatives to apply for departmental meetings held in hospitals, hospitals have a series of standardized application mechanism, as long as the medical representatives of the application, the company once approved will immediately give funds and other related support for medical representatives to organize customers to participate in a variety of academic annual meeting, as long as the application and get approval, after the meeting, the company will be for the medical representatives to participate in the meeting to verify the cost of reimbursement. The company will reimburse the medical representatives for the expenses of attending the meeting. In addition, the company's main goal is to provide the best possible service to its customers, so that they can enjoy the best of both worlds, and to provide the best of both worlds.

References:

[1]Liang Li,Lei Jian. Differentiated selling points and cases of academic marketing[J]. Pharmaceutical World,2007(06).

[2]Zhang Yi-han. Academic marketing: the need to have a source of living water[J]. Pharmaceutical World,2007(01).

[3]Li Xuejun. Academic marketing[J]. Pharmaceutical World,2007(04).

[4]Li Xintai. Discussion on academic marketing of pharmaceutical enterprises[J]. Qilu Medicine,2006:25(11).