Research On Prescription Drug Marketing Strategy Of Pharmaceutical Enterprises Under The Influence Of New Medical Reform Policy

The pharmaceutical industry is a high degree of globalization of the industry,in China,the pharmaceutical industry through the reform and opening up the wave of shock,from disorder to order,after decades of development,to now has gradually grown into a veritable "Chaoyang industry " China’s pharmaceutical market with the medical system reform continues to advance,the expansion of national health care coverage,and promote the expansion of the entire drug market space and potential to explore,for China’s pharmaceutical companies,this is a historic opportunity and challenges,and the new medical reform of drugs Tendering requirements "to reduce the intermediate links" "the implementation of open tender procurement",the basic drug "zero rate" sales,drug procurement methods and pricing changes,the traditional drug promotion methods and hospital terminal market impact is very obvious.In the new medical reform environment,how to self-produced drugs effectively to the domestic pharmaceutical market,in the relevant terminal shape the corporate brand image,a pharmaceutical company’s top priority.In this paper,the new medical reform as the main research background to A company as an example,A company in the new medical reform under the background of prescription drug marketing strategy,through the analysis of this paper concluded the following conclusions:A company’s traditional prescription drug marketing model is a regular visit and "with gold sales" model,under the new medical reform,this model will be a great impact on the concept of marketing,academic promotion of this new marketing model will gradually replace the original Of the marketing model,but also to enhance the A company prescription drug marketing an important means,A company through professional academic promotion,conference marketing and other means to effectively adapt the new medical reform in the "two votes" and "cancellation of hospital drug addition" brought Various changes.In addition,the new medical reform clearly requires the establishment of universal health insurance,improve the public health infrastructure,the size of the pharmaceutical market will continue to expand,A company to actively expand market share,especially in some township markets.But also from the internal start,improve the A company internal management mechanism,attention to the relationship between the internal and external comb.At the same time,this article also to A company S prescription drugs as an example to analyze the A company prescription drugs faced by various problems,in order to test A company marketing strategy change the necessity.A company’s traditional prescription drug marketing model is aregular visit and "with gold sales" model,under the new medical reform,this model will be a great impact on the concept of marketing,academic promotion of this new marketing model will gradually replace the original Of the marketing model,but also to enhance the A company prescription drug marketing an important means,A company through professional academic promotion,conference marketing and other means to effectively adapt the new medical reform in the "two votes" and "abolish the hospital drug addition" brought Various changes.In addition,the new medical reform clearly requires the establishment of universal health insurance,improve the public health infrastructure,the size of the pharmaceutical market will continue to expand,A company to actively expand market share,especially in some township markets.But also need to start from the inside,improve the A company internal management mechanism,attention to the relationship between the internal and external business carding.