Prescription Drug Marketing Strategy Research

As a sort of special product, PoMs is different from the commons. The patient is the final customer of PoMs, and the choosing right of PoMs is share with their family numbers and doctors, so that the PoMs market is a special market and the PoMs marketing is a special marketing. According to the general theory of the marketing strategy, a research on marketing environment of Pharmaceuticals and marketing mode of PoMs in China has been made. The pharmaceutical marketing environment is transforming with the economic environment and industrial policy of pharmaceutical , to adapt to these new conditions, the pharmaceutical enterprises have to pay more attention on it and adjust its strategy. Basing on a analysis of the consumer, demand and consume of PoMs, the key value of stakeholders in the PoMs marketing has been indicated. Combining with the particularity of PoMs and general marketing theory, the marketing strategy has been discussed in four aspects : product differentiating, pricing, designing marketing channels and promoting. Finally,the following opinions have been indicated :the reason of the moral issues in pharmaceutical marketing is the lack of marketing strategy; the focus in PoMs marketing is patient, the attention should be extended to patient from doctor; and introduced two new marketing modes: direct to consumer and direct from consumer.