A Study On Chinese Pharmaceutical Marketing Development Strategy For Multi-international Pharmaceutical Corporations Under Compliance

Chinese pharmaceutical industry has been developing stably and rapidly for over 10 years, accompanying with deepening of reforming and opening-up policy. Multi-international pharmaceutical corporations play critical and important roles, majority of which are definite leaders in the market. However, they are facing more and more dilemmas due to multiple reasons. Compliance is one of most important factors to restrict their marketing promotion activities.Therefore, this paper proposes the complete marketing strategy procedure and creative marketing strategies and methods under such extremely challenge situation and condition. Specifically, regarding external environment, the paper analyzes marketing overview and dynamics, patient and medicine flow, PEST and segmentation; regarding internal environment, competitive positioning of brands and company differential analysis versus competition have been considered; regarding clients, we understand HCPs' behaviors and influencing factors. Then, the paper raises creative marketing strategies and methods under 4R and CRM theories. The strategies should be differed by core competitiveness, while methods should be separated into two parts—below the line (BTL) and above the line (ATL) ones—combining with new situations and methods in the markets. Meanwhile, we analyze corresponding solutions for diversified HCPs according to their behaviors. We believe the paper shows its practical implications for marketing professionals in multi-international corporations as well as domestic companies.