Research About Prescription Drug Marketing Communication Strategy

In keeping with the development of economic, people pay more attention to healthiness, the market of global drug increase very rapidly.AS special commodity , the mode of drug' marketing is very specially too. IT has two sorting:one is OTC drug marketing , the other is prescription drug marketing. The research about OTC drug marketing has many articles , but the resesrch about prescription drug marketing has little article.Prescription drug marketing strategy includes many aspects , for example:prudct strategy, price strategy, channel of distribution strategy and so on . The article research prescription drug marketing communication strategy , it is the most important of prescription drug marketing. The one million employees of prescription drug marketing statewide, more than 90% encircle the prescription drug marketing communication. The influence factor of prescription drug marketing has mainly two sides:one comes from hospital including medicine department, doctor and so on ;the other come from enactmengt such as calling for bids , medicine insurance.According to analyse these influences and the prescription drug marketing communication mode at present, the article pose countermeasure of prescription drug marketing communication strategy:the first is build up sound external communication circumstance, shaping well trademark image;the second is many kinds of communication strategy on hospital ,including emotion communication strategy , academical strategy;the third is many kinds of communication strategy on patient , including trademark elongation , DTC marketing, DFC marketing, internet marketing;at last a case is used as explanation the concrete method of prescription drug marketing communication strategy.