Research On Marketing Strategy Of Eli Lilly’s Oncology Drugs In China

The pharmaceutical industry in China is developing rapidly.With the continuous growth of the number of cancer cases in China,the Chinese residents’ demand for anti-tumor drugs continues to expand.There have been great breakthroughs in the number of new cancer drugs that have been approved in China,as well as in the scope of diseases.As a multinational pharmaceutical company integrating anti-tumor drug R&D,production and sales,Eli Lilly and Company occupies a place in China’s tumor market.However,the competition in China’s drug market is becoming increasingly fierce,and product homogeneity is becoming increasingly prominent.Eli Lilly is in urgent need of developing appropriate drugs and market strategy to promote the company’s sustainable development.Therefore,Eli Lilly needs to adjust its marketing strategy and develops a set of scientific marketing tactics.This paper uses the relevant theories and methods of marketing strategy management to analyze the internal and external environment of Eli Lilly.Internal environment analysis includes Eli Lilly’s resources and utilization capabilities,and external environment analysis includes analysis of macro environment,industry environment and competitive environment.Through SWOT analysis,this paper finds Eli Lilly’s internal marketing advantages and disadvantages and external marketing opportunities and threats,and makes a strategic matching plan.On the basis of the above analysis,this paper proposes the overall marketing strategic goals of Lilly China’s anti-tumor division in the next five years: mainly promote the breast cancer targeted drug Vezenio(?),steadily promote the anti-tumor immunotherapy drug Tyvty(?),introduce IDH1 /2.Mid-term pipeline products of anti-tumor drugs including KRAS G12 C and imlunestrant,and at the same time strengthen strategic cooperation with local Chinese pharmaceutical companies,push the market to second-and third-tier cities,and achieve the top three goals of China’s anti-tumor drug market share in the industry.The specific goal is to have an annual turnover of more than 6 billion yuan,enter the top three in the industry,and increase its contribution to Lilly China to 70%.Among them,the sales of Vezenio(?) in the Chinese market reached 3.2 billion yuan,and the market share reached more than 20%.The sales of Tyvty(?) in the Chinese market reached 2.5 billion yuan,with a market share of more than 10%.The sales of IDH1/2,KRAS G12 C and imlunestrant in the Chinese market reached 300 million yuan,and the market share reached more than 5%.In addition,from the organizational security,system security,cultural security and technical security of the four aspects of specific strategic security measures.