| The drug can be divided into prescription and non prescription drugs according to the indications, dosage and route of medication. Since April,2001, China has banned the prescription drug advertising in the mass media. This brings great difficulty to the brand communication and marketing of Chinese prescription medicine. Recessive brand communication becomes an acceptable method. This paper studied the related problems in literature research method, case analysis method and theoretical analysis method.Through research, this paper draws to the following conclusions.(1) Although any brand’s growth and economic benefits of implementation will depend on the spread of brands, our country drug control policy does not allow prescription drugs to advertise in the mass media.In the cases of increasing clinical promotion cost and clinical drug market sales share of smaller, to borrow from OTC drug promotion model of mass media is a trend of prescription drug marketing and brand communication. (2) At present, the pharmaceutical companies spread prescription brands, mainly through professional medical journal and the mass media dissemination enterprise brand,so as to spread prescription brands.The former has limited influence,The latter’s spreading is too indirect. (3) Prescription recessive brand has multiple communication,includes produnction advertising communication, public welfare advertising, event marketing communication, ground extension marketing communication,meetingcommunication, etc. (4) Prescription recessive brand communication should have some guarantee measures,for example,sales model turns into the clinical pattern of OTC,pay much attention to the channel to the sales terminal,increase advertising inputs.This paper’s innovative points mainly has two points.First,this paper systematically arranges the strategyof prescribed drug recessive brand communication. After prescribed drug’s recessive brand communication,it should reform in sales channels and terminal construction. |
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