A Study On Prescription Marketing Strategy Of J Company Under The Background Of New Medical Reform

Biological medicine industry as a multi-disciplinary advanced technology and means of integration of high-tech industries,involving national health,social stability and economic development,is the world's many countries competing for the development of strategic emerging industries,is likely to become the world's economic growth in 2020.Since the reform and opening up,China's pharmaceutical industry with its rapid development also produced a series of problems: virtual high drug prices,kickbacks,drug safety events occurring frequently,and so on.To establish and improve the basic medical and health system of urban and rural residents,to provide safe,effective,convenient and affordable medical and health services,in April 6,2009,the CPC Central Committee and the State Council promulgated the "National Council on deepening the reform of medical and health system"(referred to as the new medical reform),launched the sixth medical and health system reform in china.Along with its promulgation,the domestic various areas of the supporting measures are also introduced.New health care reform will lead to the expansion of China's pharmaceutical market,the market will be a revolutionary change,for many pharmaceutical companies,they are facing opportunities and challenges,including prescription drugs pharmaceutical companies in the marketing strategy will also face tremendous changes in the industry and the environment,the consumption of prescription drugs will appear a lot of new role,and their role will be re positioning and distribution.Therefore,China's domestic prescription drug production enterprise marketing will face new opportunities and challenges,and thus the system of prescription drug companies in the marketing process of the industry and market changes in the marketing process,and the pharmaceutical companies marketing strategy to make the appropriate adjustments to make some suggestions and guidance is particularly important.Because the prescription medicine to a large extent depends on the doctor 's preference,the use of medicine is led by the doctor,so that the information asymmetry exists between the patients and the doctors.However,since the introduction of the new health care reform,the requirements of medical separation,coupled with the continuous improvement of the level of information,this information asymmetry trophy gradually break.Consumer prescription drugs for medical information will be obtained through a variety of channels,new health care reform through the establishment of pharmacy practitioners and insurance practitioners to affect the consumption of prescription drugs,the national basic medical aspects of the audit experts will also be changed to more consumers on prescription drug consumption decision makers,medical insurance has become a consumer of medical buyers.The role of the value chain in the consumption value chain has changed greatly,and the relationship between each other and their respective roles must also be confronted with the re orientation and redistribution.The relationship between doctors and patients,medical relations and the relationship between drug and patient is expected to be a big change,the role of the marketing model,which is led by prescription doctor,will be greatly reduced under the new situation.This paper in the domestic have certain competitive large health industry group,J company as an example,analyzing the marketing mode of the Jiminkexin's prescription drug and medical reform in the new marketing mode of the company specific effects.Combining both at home and abroad about prescription drug marketing theoretical knowledge,before and after the health reform environment and market changes,through the analysis,and a description of the new medical reform of prescription drugs competition environment and the consumption characteristics,are discussed in detail J company under the new situation in the adjustment of the target market strategy,including market segmentation,target market selection and product positioning.Under the new medical reform J company marketing strategy adjustment and innovation design is studied.And put forward under the background of new medical reform,how to conform to the policy orientation is the focus of the work of the company to make timely marketing strategy adjustment,and puts forward to want to use the Internet platform to vigorously develop marketing channels is effective path to development and expansion of the company,only the use of good marketing mix strategies to try to find under the background of new medical reform,promotion of prescription drugs in a new way.