Research On Optimization Of T Drug Marketing Strategy Of Company A

The continuous improvement of social progress and people’s living standards,coupled with the aging population,has led to a rapid increase in healthcare demand.With the impact of reforms in national medical insurance,the two-ticket system,zero price difference for medications,and the recent policy of "volume-based procurement," the overall profitability of the pharmaceutical industry has decreased.Since the majority of pharmaceutical sales in China are generic drugs,there is a clear trend towards low-profit margins for generic drugs.Against this backdrop,domestic pharmaceutical companies have shifted their focus to the research,production,and sales of innovative drugs.However,how to quickly increase sales and seize market share for innovative drugs requires a scientifically sound marketing strategy,which is currently lacking among domestic pharmaceutical companies.Additionally,the introduction of a large number of innovative drugs to the market will further drive intense competition among domestic pharmaceutical companies.In order to survive,companies not only rely on high-quality products but also urgently need more professional and scientific pharmaceutical marketing methods to provide patients with the best treatment options while maximizing pharmaceutical company profits.Taking Company A’s drug T as an example,this article begins by reviewing relevant literature and understanding the research focus and achievements of scholars in the field of marketing,both domestically and internationally.The foundational theoretical support and research methods for this article are determined,and an assessment of the current situation and issues related to Company A and drug T is conducted.Next,an analysis of Company A’s internal and external marketing environment is carried out using the PEST theory and Porter’s Five Forces model.It is identified that despite Company A’s strong corporate strength and T drug’s significant therapeutic advantages over competitors,the drug has received a mediocre response in the market and has not achieved the expected results.This becomes the core issue to be addressed.Subsequently,a thorough study is conducted using the STP theory and the 4Ps theory to pinpoint the root of the problem.It is concluded that the incorrect market segmentation and positioning of T drug have led to problems in its marketing strategy.Therefore,a new market segmentation and positioning for Company A’s T drug is proposed.This leads to the formulation of a marketing optimization plan and protective measures for Company A’s T drug,followed by a comparative analysis before and after the optimization to demonstrate its effectiveness.The following conclusions and recommendations have been drawn from the study:1.According to the STP theory and the 4Ps theory,it is concluded that Company A’s inaccurate market positioning for drug T is the main reason for its underperformance in the market.2.Accurate market positioning is a prerequisite for companies to develop effective pharmaceutical marketing strategies.The inaccurate market segmentation and positioning of Company A’s drug T have resulted in corresponding issues in its marketing strategy.Therefore,it is recommended to re-segment and reposition the T drug in the market,optimize the marketing strategy based on the new market segmentation and positioning,expand its market coverage,and meet the needs of more customers and patients.This will also allow for the implementation of more practical and feasible marketing activities.3.The effectiveness of the optimization plan proposed in this article is validated through the implementation of performance analysis.4.The resegmentation and repositioning of drug T,as well as the optimization of marketing strategies,provide valuable references for similar companies and pharmaceutical products.