Tanglin's Promotion Tactic Research Of Y Corporation

The pharmaceutical industry is the one which globalization is high. In China, the pharmaceutical industry, living through the wave of reform and opening-up policy, gradually grew into a veritable "sunrise industry" which is the decades of development from disorderly to orderly. In Chinese pharmaceutical market, progress has been made in the reform of the medical system and the national health coverage has been expanded. It is these changes that promoted the whole medicine market been magnified and explored. For our pharmaceutical companies, it's one historic opportunity and challenge. It is the implementation of medicine bidding with “simplifying middle stages”, “purchasing by invitation to bid on the talble”, purchasing essential drugs “without added profit”, and “drug purchase and pricing method change” that influenced significantly the traditional pharmaceutical marketing promotion and terminal market in hospital. Under the background of new healthcare reforms, it came into the urgent affairs for the pharmaceutical enterprises that how to sell drugs to the domestic medical market effectively, and how to create a brand in the terminal market.Diabetes is a modern kind of non-communicable diseases(NCD) that threatens human health with the global high morbidity and morbidity. Diabetes usually accompanied by other organs disease with serious consequences Bing chronic disease, Diabetic patient has to take medicine for an ultra-long time. It means that diabetes disease market would be a mass market that is continuous replication and spreading. Tanglin(Generic Name: Epalrestat) is one product to produce and sale by Y enterprise, which is an aldose reductase inhibitor and the first domestic generic drug of the same kind. Diabetic neuropathy is the approved indications by SFDA for Tanglin. And it has many domestic and foreign clinical evidence-based medical evidence for years Since 2004, when Tanglin came into the market, it has entered the growth stage to be a generic drug from new one. But along the market development, Tanglin had not ideal sales performance. As a typical domestic pharmaceutical company, Y enterprise' marketing promotion strategies of its prescription drugs are monotonous. And under the background of new healthcare reforms, Y enterprise's old marketing mode, which focused “relationship selling” and overlooked academic promotion, was assaulted seriously. It is under the background of the such policy and the reality, this paper aims to explore the suitable academic promotion policies for Tanglin.In the first part of this paper, the author put forward the study background, significances, contents and methods, and then listed and summarized the domestic and foreign studies of pharmaceutical marketing issue with the related similar topics. Later on, based on the analysis of the policy environment, the current diagnosis and treatment status of diabetes, and Tanglin's evidence-based medicine value, the author made diagnostic analysis of Tanglin's marketing development and problems, and then bring forward an optimized design for Tanglin's academic proposal tactics. In the last chapter, the author gave a case analysis about shanghai market area of Y enterprise's Tanglin product.