Study On Marketing Strategy Of Y Drug In PY Medical Company

In recent years,with the fierce competition,the pharmaceutical market has changed from the seller's market to the buyer's market.Therefore,how to proceed from the needs of patients(customers)to carry out pharmaceutical marketing is an important issue that can't be ignored by pharmaceutical enterprises.But at the same time,because the existing laws and regulations restrict the marketing of prescription drugs,which prohibit the direct marketing of patients,the previous medical marketing has always been a "doctor-centered doctrine".However,this strategy can't really stand on the patient's point of view because of the lack of understanding of patients(customers)real demand for treatment drugs.Therefore,this paper puts forward a "patient-centered" marketing model,hoping to provide a new way of thinking for pharmaceutical companies' pharmaceutical marketing.This paper takes the marketing strategy of PY Medical Company as the research object and takes the "patient-centered" marketing strategy of Y medicine as an example to improve the problems existing in the marketing of Y medicine before.Firstly,this paper puts forward the research questions in the background of the topics and establishes the relevant research framework through literature analysis.Secondly,the marketing situation of PY Medical Company and its Y drugs is analyzed by using PEST analysis and Porter's five-force analysis model,and then the basic idea of "patient-centered" marketing strategy optimization is obtained.Finally,based on this,the basic idea of "patient-centered" marketing strategy optimization is put forward.On this basis,we should establish a "patient-centered" marketing strategy,draw lessons from the popular DTC model in foreign pharmaceutical marketing,focus on the development of differentiated customer service,take the traditional 4P marketing mode as the framework,actively innovate its marketing mode,maximize the publication of product information,expand new marketing channels,differentiated pricing based on customer considerations,DTC based on patient considerations.Intervention with patients and other marketing measures to achieve marketing objectives.This study shows that the traditional "doctor-centered" medical marketing model has great shortcomings.If marketing can be planned from the "patient-centered" perspective,patients who are in the final purchaser of drugs will have more and more voice power,will get the greatest satisfaction,and can be trusted by paying attention to patients,and ultimately maintain a long-term relationship with patients.The relationship not only reduces the pressure of competition,but also is an innovation of current prescription drug marketing.