Research On Marketing Strategy Of Pfizer’s Norvasc Based On SoLoMo

Hypertension has become one of cardiovascular problems that seriously harm human health,which is a major worldwide public problem.Associated with hypertension,the quantity of complications is yearly increasing,and the prevalence of hypertension has led to rapid expansion of the hypertension market.The demand for antihypertensive drugs is surging year by year as well.Hypertension is a disease that develops slowly and needs long-term medication treatment,so it becomes a highly competitive disease among multinational pharmaceutical companies.High morbidity and expensive medical expenses promote the patient’s concerns about the antihypertensive drug market.Patients have gradually get selfdiagnosis of their conditions through various media platform.The choice of treatment methods tends to be rational and the judgment of the efficacy of drugs becomes more accurate.The traditional doctor’s treatment model on the patient one-directional prescription will be adjusted in the So Lo Mo marketing which led by the widespread mobile Internet.Obsolete marketing model in traditional academic of multinational pharmaceutical enterprises has been challenged.The promotion model is simple and homogeneity phenomenon is serious.Enterprises need to follow the pace of technology,adjust the brand marketing strategy with the needs of doctors and patients,and develop an online marketing strategy.This paper search for a new model of Internet marketing So Lo Mo actively to optimize and innovate the Pfizer Company’s traditional marketing strategy,seek a breakthrough point,enhance the relationship between Pfizer and doctors,build the two-way communication channels of Pfizer and patients,enhance the sticky of the Pfizer and patients,at the same time,enlarge the advantages of Pfizer’s product line,expand market share,increase sales in China.Through the study of the specific marketing strategy of Norvasc,now it is high time found out shortcomings of the existing strategies,looked forward to the future antihypertensive drug marketing trends,used the So Lo Mo marketing model to solve the problems faced by academic marketing,and enhanced the core competitiveness and enlarge the share in Chinese market.These measures will ensure Pfizer Company to be in an absolute dominant position when cracked by fierce competition.With the cornerstone of basic marketing theory and the new model of So Lo Mo marketing,this paper has done in-depth market research and visit,cited a large number of literature and inquiry medical data as a support,used marketing analysis tools like PEST,Porter five force model,SWOT,4P and STP,adopted the approaches of textsearching,case analysis,compare searching and questionnaire searching to analyze the marketing status of the Norvasc in-depth.Through the analysis of the academic marketing problems that have emerged,So Lo Mo model which leads the Internet to rapid development-social local mobile,will be introduced into the multinational pharmaceutical company prescription drug marketing model,and the application of So Lo Mo model in Norvasc marketing will be analyzed in detail.The Social model greatly enhance the sticky which relates to be marketing and target customers;Due to the policy constraints,Local model can only use electronic mobile devices to sign and live interaction in the traditional localized academic promotion,and enhance customer relationship;Mobile model integrates the fragmentation time of the target customers,provides a new way for oneto-one visit and a richer choice for target individuals.At the end,the deployment of So Lo Mo based on the implementation of the Norvasc marketing strategy are deployed to protect the security measures in five aspects,which are building a quality learning team optimizing the allocation of resources,improving marketing efficiency;strengthening the administration and execution of marketing plan and the strategic planning of talent;adhering to the rich and innovative marketing model,and setting the layout of personalized medical era.It is prospective that the study of this paper will be helpful for the transnational pharmaceutical companies to change and innovate the marketing model in China and provide some help for the development of domestic enterprises.