Research On Marketing Strategy Of Chemical Injection

The pharmaceutical industry in China is developing rapidly,with a two-digit growth annually.The new medical reform in China currently aims to establish a comprehensive medical service system,healthcare system,and drug supply system,as well as invest a huge amount of money to provide impetus for the development of pharmaceutical industry.A large-scale of inflow of foreign capitals will promote a faster and better development of pharmaceutical industry as well.Therefore,the industry is now embracing a golden opportunity! In order to accelerate the development pace,all pharmaceutical enterprises are engaging in research and development or acquisition of new drugs,particularly with the priority on chemical injections,for the reason that the chemical injections enjoy a relatively higher profit margin,larger market capacity and promising development prospect.Affected by the national policy of anti-commercial bribery,the sales mode in pharmaceutical industry is transforming from the conventional mode to a professional and academic promotion mode.That is to say,pharmaceutical enterprises are led by the reform of marketing to gradually step onto a path of standardized development.CG pharmaceutical company put the sales priority on orally administered pediatric drugs during early stage,and achieved a certain result.It has been recently turning their development focus on chemical injections,and has purchased a chemical injection--torasemide injection since three years ago.Through the three-year professional marketing,the sales volume has witnessed a fast growth and a considerable economic benefit has been achieved.This article takes the example of professional and academic promotion mode adopted by CG pharmaceutical company for the marketing of chemical injections,applies relevant theories of marketing,analyzes its inner and outer circumstances of pharmaceutical industry,competition environment and current situation of sales,and learns from the experiences of professional promotion of chemical injections from some foreign pharmaceutical enterprises such as Pfizer and Novartis.Through the above analysis,the article specifies the existing problems facing CG pharmaceutical company,so as to provide guiding opinions and suggestions of how to improve the performance of the company in terms of products,price,channels and sales promotion.The final part of the article also introduces the marketing strategies of professional and academic promotion developed by CG company regarding the chemical injection--torasemide injection,including means of forming marketing teams,establishing commercial channels,building up expert networks and organizing academic meetings.The company has explored the professional promotion mode for chemical injections via actual market practice,and therefore provides a theoretical foundation for the establishment of marketing strategy of chemical injections for pharmaceutical enterprises in the future.