Research On Service Marketing Strategy Of Patient Education Project In Q Pharmaceutical Company

The pharmaceutical industry is a special industry that is strictly regulated by the state.The adjustment of national policies often brings huge challenges to the company's existing marketing channels and marketing strategies.Therefore,it is very important to pay close attention to the changes of industrial policies and adjust the company`s strategies in time.This article studies the Q pharmaceutical company try to seek breakthrough in marketing channels and product sales by the operation of patient education project under the pressure of a series of medical reform policies such as hierarchical diagnosis and treatment policy,chronic disease prevention and control planning,the "4 + 7" policy and so on,and studied the feasibility of patient education project,service marketing strategy,and the future direction of the project.The research methods of this article include case study,policy study,literature study,market research and interview.The sample range of the study is 11 pilot cities of patient education project of Q pharmaceutical company and the middle-aged and elderly people who receive the service of patient education project.The conclusions of this study include six points: first,patients will be mainly concentrated in primary hospitals in the future;second,patient education project is a feasible starting point for DTC marketing in primary hospitals;third,middle-aged and elderly people pay attention to health care,have purchasing power,and suffer from a variety of chronic diseases at the same time,require long-term medication,which is the target customer group of patient education project;fourth,Q Pharmaceutical company needs to quickly develop more product mix suitable for primary hospital channels,including but not limited to medicines;fifth,patient education project can cooperate with online diagnosis and treatment platforms to stabilize the source of high-quality doctors;sixth,patient education project has characters of long cycle,huge investment,high risk and slow returns,so it is necessary to establish a model market in the early stage and introduce partnership system in the later stage to jointly operate the project.