Pharmaceutical Companies Marketing Strategy In The Context Of China's Rural Medical Reform, New Deal (iica)

To change the current situation where it is difficult and expensive for the rural patients in our country to see a doctor, to improve the two-part structure "city and countryside" and to promote the harmonious development of the entire society, the new rural cooperative medical system began to be tested out in 2002, and the objective that the new system would cover all the rural residents until 2010 was put forward. As an important part of the Medical reform, the completely establishment and implementation of New Rural Reform Police in our country are developing soon.As for pharmacy manufacturers, there is no doubt that the new system's being vigorously carried out has been greatly enlarging the rural medicine market. Since 2006, various reformation has been focused on medical and pharmacy business, such as inviting public bidding, purchasing online, fighting against commercial bribe, reducing and limiting the prices of the medicine for many times, setting double rules on one medicine and so on, which has made even fiercer and crueler the competition of the city market that pharmacy manufacturers are faced with. As a result, many pharmacy manufacturers has successively withdrawn medical business or suffered from the bottleneck of the development. Under this circumstances, in order not to be eliminated and even obtain greater development, it has become the inevitable choice for pharmacy manufacturers to take advantage of the carrying out of the new policy and turn to the "blue sea" rural market. However, the feature of the rural market is quite different from that of the urban market, which means the marketing strategies the pharmacy manufacturers like Kunming Jida Pharmaceutical Company, ( Jida Pharmacy for short below), has adopted can not be applied to the rural market because they are currently aimed at the urban market. So, it is imperative to study and create new marketing strategies for pharmacy manufacturers directed towards the underground of the new rural cooperative medical system of our country.In this paper, Jida Pharmacy is taken as the object of the study. Many measures have been taken, such as combining theory study with practice study, linking quality with quantity, interviewing specialists and colleagues and so on, to lucubrate the renovation that manufacturers has made towards the new system and try to offer some train of thought for the manufacturers to develop the rural market. Meanwhile, it is expected to be more or less used as a source of reference for those large enterprises like Jida Pharmacy.After my research, I think that facing New Rural Reform Police, innovative marketing strategies pharmaceutical companies mainly showed in the following four aspects. First, product strategy: Select and develop new generic drugs tailored to the rural market based on the existing pharmaceutical product structure; Develop Chinese medicine products; Research & Develop on OTC products. Second, price strategy: Apply different pricing strategies for different products. For those products which have been in the directory of New Rural Reform Police, companies mainly apply cost-reduce strategy; for those products which use channel sales model as the main means, companies should strictly restricting the price of dealer; OTC products can be compared with the prices situation of similar product. Third, channel strategy: Mainly based on the channels and foundation of Jida pharmacy already existing in Yunnan Province, to take a regional approach; Leverage the implementation of effective channels in the early time and improve the existing channels model of Jida at the same time. Fourth, sales strategy: Deepen the brand of "Jida pharmacy" and its products into rural and national markets; Deepen sales strategy system of OTC products; Carry out targeted training for rural doctors and rural patients.To implement innovative marketing strategy well, company should prepare a series of corresponding measures. I think that these measures mainly include the following aspects. First, change and improve the existing pharmaceutical product evaluation and incentive measures in JIDA pharmaceutical. Implement evaluation and incentive measures of sales personnel for rural areas. Second, adjustment or increase the existing organizational structure of Jida pharmacy. Increase sales person in rural areas, and strengthen R & D team for Chinese medicine. Third, establish perfect management system. Implement the training, selection and daily work management system specialized for sales person in rural areas. Fourth, create new culture of Jida pharmacy. The whole company need establish a firm determination to enter the rural markets and to encourage innovation and advocacy hard-working quality tailored to the rural market.Through the research and exploration of innovative marketing strategy and its corresponding measures required, I tried to provide some ideas for Jida pharmacy to develop in the rural market, and also hope that I can provide a reference for the company similar to Jida more or less.