| China has begun to reform the health system for many years, but it does not work well, while the problem of prescription drug's market is very obvious. Local medicine companies'product is definitely homogeneous and basic. Also the single sales promotion method makes the sales environment of prescription drug much more chaotic.The first part of this article introduces the background, intention and meaning. The second part discusses the situation about the global medicine sales marketing, and introduces the methods and models of pharmaceutical MNCS have chosen for their marketing and sales, which is a little bit advance delivered in the US and the New Zealand. The third part shows what kind of benefit and opportunity the DTC can bring to China, which based on the situation of china drug marketing.The fourth part gives the feasibility analysis of DTC in China, and has delivered some analyze about the consume behavior through the DTC advertisement. Also it launches a professional research project to local doctors, grasping much reasonable information, which makes the result more operational and realism. The attitude of doctors should be the most important element of that if the DTC can be used in China or not. In the fifth part of this article also put forward the strategy and the tactic of DTC advertisement, which include the policy of management, launch procession, supervising measure and many kinds of public relationship management. The last part is the summarize and mainly talks about the future of DTC advertisement.People are going to care about their own health situation much more than ever, and they want to get more medicine information. Though the start of DTC advertisement in Europe and Asia area still need some certain of time to argumentation and experiment, but the attitude of people to the DTC has already changed from unacceptable to attempt to know. The prescription drug's DTC advertisement will be a tendency of drug sales in the future. |
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