Research On Marketing Strategy Of Herceptin Drugs Of R Pharmaceutical Company In China Market

Cancer poses a great threat and damage to people's lives and lives.Scientists have been continually developing anti-cancer drugs that hope to bring life to more cancer patients.In the field of treating breast cancer,taxanes are an essential chemotherapy drug.Compared with the traditional solvent-based paclitaxel,the new paclitaxel,R company Herceptin products have more effective therapeutic effects.Herceptin drugs can shrink tumors in a shorter period of time and alleviate the suffering of patients.Because Herceptin is an albumin-binding drug,it has a unique mechanism of action.Therefore,Herceptin drugs are highly competitive in the market.This paper mainly studies the marketing strategy of Herceptin drugs,and hopes that it can get the best development in the same field.In order to improve the core competitiveness of the company and find a suitable path for its own development,thus guiding the rapid development of the entire industry,this article takes the anti-cancer drug Herceptin of R Pharmaceutical Company as an example to analyze the current Herceptin drug in the Chinese market.The status quo of marketing,raises the problems in its marketing strategy.This paper analyzes the root causes of problems from the macro environment and industry environment,and uses the analysis framework system to develop reasonable solutions.This paper analyzes the current opportunities and challenges in the domestic oncology drug market,and summarizes the marketing strategies of Herceptin drugs in the Chinese market.First of all,in this article,the author analyzes the marketing environment of Herceptin drugs of R Pharmaceutical Company in the Chinese market.The author analyzed the tumor status of Chinese people from the aspects of morbidity,mortality and survival rate of cancer patients.Then,the author analyzed the macro environment and industry environment in the Herceptin drug market.The author found that the country introduced new medical insurance policies and generic drug regulations to bring new opportunities to the breast cancer targeted drug market.At this stage,the price of anticancer drugs in China is decreasing year by year under the control of the state.Coupled with the improvement of people's economic level,people will be more willing to invest in health care.As the incidence of cancer increases,people's awareness of cancer is gradually increasing,and the degree of attention to cancer is increasing.The emergence of anticancer drugs has made people's confidence in cancer resistance stronger and stronger.Therefore,the market demand for anticancer drugs is very large.Herceptin has high affinity and specificity for HER-2 protein.The drug can work with a variety of chemotherapeutic drugs and endocrine drugs to improve the anti-tumor efficacy.Therefore,the advent of Herceptin drugs means that cancer treatment has entered the era of targeted therapy,which has epoch-making significance.In addition,through a large number of research and analysis,the author also found that there are many similar products on the market and Herceptin drugs,coupled with the threat of potential entrants and the bargaining of suppliers and buyers,the marketing environment of Herceptin drugs is very not optimistic.Secondly,in this paper,the author analyzes the marketing status of Herceptin drugs of R pharmaceutical company in the Chinese market in detail from four aspects of product,price,channel and promotion,and then points out the problems,such as lack of product education and price.Insufficient regulatory capacity,narrow marketing channels,and inflexible promotion methods.The author believes that Herceptin drugs have the advantages of high product sales,excellent corporate culture and scientific management system,but they also have to face the disadvantages of high price,low breast cancer treatment status and regional market imbalance.With the popularization of medical insurance policies,the renewal of doctors' treatment concepts,the penetration of Lapatini,the listing of biosimilar and the introduction of national price limit policies,the marketing of Herceptin drugs faces great opportunities and challenges.In this paper,the author conducted an STP analysis of the Chinese market based on the selected marketing strategy.Because Herceptin is an anti-breast cancer drug,I believe that R Pharmaceuticals should reposition the Chinese market for Herceptin and develop a refined marketing strategy.According to the QSPM matrix calculation,the author believes that the marketing strategy of R Pharmaceuticals' Herceptin drug should adopt a diversified strategy.Then,based on the above research,the author developed a marketing mix strategy for Herceptin drugs from R Pharmaceuticals in the Chinese market.From the aspect of products,the author's strategy of subdividing the first-line market can effectively prevent lapatinib from penetrating the first-line market and promoting similar drugs,and can also completely distinguish it from biosimilar.From the price point of view,the author proposes R pharmaceutical company.It should be adjusted from two aspects of R&D cost and marketing cost to reduce the price of drugs.From the perspective of channels,the author suggests that R pharmaceutical companies can cooperate with major hospitals,primary medical institutions and retail pharmacies to jointly carry out Herceptin drug marketing.From the perspective of promotion,the author proposes that R pharmaceutical companies should develop a central project to prevent breast cancer,and promote people's understanding of Herceptin drugs.Finally,according to the marketing strategy proposed above,the author puts forward the safeguard measures to ensure the smooth implementation of marketing strategies in the Chinese market,including commercial channels,cooperation with the government,social responsibility,talent mechanism,welfare system,and professional Medical affairs team and other aspects.In this article,the author analyzes the marketing strategy of R-pharmaceutical anti-breast cancer Herceptin drugs in the Chinese market in detail,and summarizes the relevant methods and experiences.When developing marketing strategies for other companies for oncology drugs There is a certain reference.