C Pharmaceutical Prescription Drug Marketing Strategy Research, New Medical Reform

Pharmaceutical industry is a project with high degree of internationalization, and it is also a sunrise industry of economy in China. Pharmaceutical market is considered highly specialized, medicine marketing has become in a very special marketing in a very special environment.China's pharmaceutical industry has just gone through two decades of market-oriented, during this period, receiving the pressure of competition, pharmaceutical companies is also fighting with the policy and legal all the time, market of prescription drug has become a dominant characteristic of the Chinese pharmaceutical market. When the relationship marketing became into the mainstream of medical marketing, the major work which pharmaceutical companies should do for marketing has became the hospital's public relations from Pharmaceutical Care helplessly.With the introduction of new medical reform, pharmaceutical industry will change greatly with production, sales, circulation and consumption. Of course, the traditional mode of prescription drug-marketing will also change accordingly. The mode will be the evidence-based marketing and concept marketing from relationship marketing, and be academic promotion, marketing with knowledge from the "sales with gold."In this paper, author described and analyze in detail marketing model of prescription drugs which produced by the domestics and foreign pharmaceutical companies with the theory of marketing management. Author raises opportunities and challenges faced by drug marketing in the new medical reform.Author combined with an instance of C company and overview the strategy of prescription drug marketing produced by C company. Author pointed out the problem in the C's prescription drug marketing and find a solution. Author advance the practical significance that C company should carry out specialized academic to promote the marketing of prescription drugs under the new situation.In this paper, author analyses T product which is C company's exclusive production in these aspects in detail:marketing position, production background, and marketing strategy Author proposed T product should unswervingly take the mode of professional marketing for promoting. Author also raises the new exploration of the marketing of T product in new medical reform from doctors, patients and the internal relation.Author hopes that this paper's findings could provide some references and assistances for the C's the healthy development of marketing in the area of prescription drugs.