Novartis China Marketing Strategy-tyrosine Kinase Inhibitor For Example

At present, China’s pharmaceutical marketing market chaos, limitations and costsof promotion of the sales model and low-level relationship marketing. The cost ofpromotion in violation of relevant state laws and regulations, does not help todevelop good customer relationships and doctor-patient relationship, while notimprove the competitiveness of enterprises. Novartis tyrosine kinase inhibitorproduct launch strategy, product pricing strategies, academic promotion strategy,channel innovation strategy, branding strategy, no doubt provide a template forhigh-end oncology drug clinical and norms. The study of world-class pharmaceuticalcompanies marketing model is the urgent task of domestic enterprises in the currentchaotic market environment; the conversion of the domestic pharmaceuticalcompanies marketing model, not only conducive to the improvement of thecompetitiveness of enterprises, but also help to eliminate unfair competition marketenvironment.In this paper, the traditional marketing4P theory and grounded theory qualitativeresearch method of combining elements have been found in the mode of academicmarketing analysis to identify the success stories of the tyrosine kinase inhibitor, andby further exploration of discovering new elements. Grounded Theory Analysis of thedata is based on three steps, followed by open coding, the axial coding, and selectivecoding. Open coding is the conceptualization and categorization of information, data,concise and accurate reflection of the scope of the concept and then refined out ofthe concept of classification; Decoding of the axial through the use of causalconditions-the phenomenon-the context-an intermediary condition-action-interaction strategies-results of the areas obtained in the open coding process ofconnected together; selective decoding is to determine the core areas, and theconnection of the core areas and other areas, improve the relationship between thevarious areas.The innovation of this paper is to use a grounded theory qualitative researchmethods to analyze the success stories of the tyrosine kinase inhibitor, and ultimatelyconcluded that: opportunity to drive is a key, the innovation leader in science andtechnology is a prerequisite,academic promote and strategic cooperation iscompetition advantages and branding is to protect; and summed up summed up thestructural framework of the academic marketing model diagram, played anexemplary role for the promotion of other drugs.