Study On Impact Of Multi-channel Marketing To Rx Sales Model-based On Cialis E-rep Case

Pharmacy,as a traditional industry,whose sales mode mainly relies on academic visiting of sales rep.In compliance with product information and label,sales reps convey messages of product efficacy,safety and economic value in order to encourage healthcare professionals to apply medication on adequate patients.Rx,as pharmaceutical company's main income,has faced big challenges in recent years.External policies such as ‘Twovoice regulation',‘zero added-on',‘second bidding negotiation' and internal compliance regulations push a lot of pressure on pharmaceutical companies,which poses certain pressure on sales model and sales cost of Rx.This dissertation is to articulate the necessity and urgency for Rx to change sales model under pressure of both external and internal critical environments.On the other side,there are favorable conditions in politics wise,economy wise and technology development to encourage Rx multi-channel marketing.It clearly states the positive influence of multichannel marketing to Rx sales by initial and ending quantitative research conducted for Cialis eRep,which went across 1 year.The case analysis aims to prove that multi-channel marketing can complement sales force to cover unassigned area and raise brand awareness as well.On basis of environment analysis and case study,this dissertation also provides thought-provoking solutions for Rx.This dissertation is composed of the following segments.Part 1,introduction of study purpose and background.Part 2,literature recap.Part 3,limitation of current Rx sales model and pressure under policy restrictions internally and externally.Part 4,definition,format of multi-channel marketing as well as its opportunities and challenges.Part 5,quantitative study to improve multi-channel marketing has positive effect on brand awareness and business support.Part 6 suggestions on how Rx can leverage multi-channel marketing in order to raise brand awareness and enhance sales volume.Key opinion of the dissertation includes existing sales model of Rx needs to be extended by multi-channel marketing due to external and internal environment change;Development of multi-channel marketing is short yet speedy.Multi-channel marketing has been well received by HCPs and patients and proved to be an effective way to raise brand awareness as well as raise sales volume especially in those unassigned areas.Rx needs to proactively embrace the change of environment,leveraging multi-channel marketing to better serve customers and win markets by change of thoughts,management model and enhancement of personnel capability.