A Pharmaceutical Company’s Online Marketing Strategy Based On Doctor’s Prescription Behavior

With the development of digital and information, use of digital and social mediachannels has been transformed. More and more physicians are browsing the web to findmedical resources. In additional, physicians prefer to connect with an online community oftheir colleagues/pharmaceutical companies/patients to obtain more medical information.Physicians’ online behavior will affect the decision of prescription. And the prescription isrelated to medical cost control, using of medical resource, management in the healthyservices which is the key points that affect the relationship of internal medicine.With the rise of Internet, a lot of pharmaceutical companies want to increase salesrevenue through Internet market strategy. But pharmaceutical industry is quite differentfrom the other industry. First of all, OTC medicine can be sold in hospital and pharmacy inthe other countries while in China it is only sold in hospital. So that doctor’s prescriptionbehavior will somehow affect sales revenue. Second, the resource of pharmaceuticalwebsites is limited and it’s not easy for doctors to gain medical information. Apharmaceutical company decided to set up the online website because doctors would liketo have more medical information resource from Internet. The platform not only providesmedical information but also a channel for doctors to do online communication. McKinseyResearch Report pointed out that with only sales reps,30%sales target can be completedbut combined with sales reps and website marketing, sales revenue can reach40%of thetarget and cover more doctors without extra cost.A pharmaceutical company has established platform (NEXUS platform) and it hasbeen used abroad. The thesis analyze the current situation of Chinese medical web site byliterature research, lessons learned research methods and pointing out the problems of theChinese medical website. The study found that more and more Chinese doctors use theInternet to find medical resources, which makes the implement of NEXUS medicalinformation platform becomes feasible. And study also found that up to82%of physiciansfeel that their prescribing behavior has been influenced by the web site which is a goodnews to A pharmaceutical company to implement NEXUS. The article will do research and analyze this case to help A pharmaceutical companywith the online website marketing strategy and broaden A pharmaceutical company’sbusiness model.