Innovative Research On The Marketing Model Of 3D-based Pharmaceutical Companies

In October 2015,the Two-Children Policy was announced in the communique of the Fifth Plenary Session of the Eighteenth Central Committee of the Communist Party of China.It is estimated that with the full opening of the Two Children Policy,the number of newborns will increase by about 2.5 million,reaching about 18.5 million per year,which will be followed by a large demand for birth giving related medicines and devices.Since ancient times,the pain of childbirth has plagued women in China.In 2017,the suicide of pregnant female in Yulin has attracted the attention of the whole society.Despite the emergence of painless childbirth technology has alleviated this to a certain extent,but only 10%of pregnant women in China have used this technology,while the number in Europe and the US is higher than 80%.The high cost and low social acceptance are the key hurdles for the promotion of this technology.AstraZeneca(AstraZeneca,NYSE:AZN)as the manufacturer of the world's most famous delivery analgesic was formed by the merge of Astra company and British Zeneca in 1999,headquartered in London.Since it entered China market in 1993,the company has been committed to painless childbirth technology,its analgesic drugs have been widely used in various large hospitals.Apon Medical Technology Company,founded in 2001,is now the largest provider of painless delivery medical devices in China.Pharmaceutical company and medical device company are doing business in different divisions but of the same industry,there's a high potential for synergy.This article will first introduces the basic situation of the two companies,then using the PEST Model,Potter Five Forces Model and SWOT analysis method to analyze the macro environment,competitive environment and market positioning of AstraZeneca and Apon,with the goal of exploring the disadvantages and advantages of each company,identifying the synergy opportunity,and developing a new 3D(Diagnostics,Device,Digital)marketing model to benefit all parties including companies,patients and hospitals.We will also identify the pros and cons of this new model based on prior experience,and provide recommendations for promoting the painless childbirth technology in China as well as the development of companies in this field.