Marketing planning scheme of pharmaceutical industry

1. Analysis of pharmaceutical market environment in China

1) competitive environment of pharmaceutical enterprises

Over the past 50 years since the founding of New China, China's pharmaceutical industry has developed unevenly and made great contributions to people's life and health. Since 1988, the first batch of "medical representatives" in China appeared in Squibb Company, in the early 1990s, medical representatives from foreign-funded enterprises entered terminal hospitals for promotion, which became a model for domestic pharmaceutical companies to follow. After more than ten years of development, with the entry of more and more pharmaceutical enterprises, from foreign enterprises to state-owned enterprises and private enterprises, from a few to most enterprises, it has been spreading and developing continuously. And it has changed in the non-benign soil in China. In the past, clinical popularization has undergone a qualitative change. Medical representatives are not just product consultants between pharmaceutical companies and clinicians. Paying doctors for prescriptions has almost become the golden rule of promotion. In order to survive, clinical work has become a magic weapon for some small and medium-sized enterprises to promote drugs. Both pharmaceutical companies and institutions regard hospital work as the main battlefield of market competition and send medical representatives to hospitals one after another. Sales representatives are mixed, ignoring the overall interests of society and enterprises in pursuit of personal interests, which makes the drug market go to a deformed road. At the same time, with disorder, the management department is out of touch, and vicious competition leads to the inflated drug price. This is the current pharmaceutical market environment. Changing the status quo is not only a problem for the competent authorities, but also a problem for pharmaceutical companies to jump out of this strange circle.

2) Pharmaceutical competitive environment under 2)WTO.

With China's entry into WTO, the further opening of pharmaceutical industry, and the entry of some major international pharmaceutical enterprises and large commercial circulation enterprises, China pharmaceutical enterprises have entered the integration period. Because of the efficacy and intellectual property rights of drugs, the competitiveness of some domestic pharmaceutical companies will be greatly reduced, and the mode of foreign companies selling drugs through agents will also change, which will eventually affect the entire pharmaceutical environment.

3) The influence of national medical policy and medical reform on the medical market environment.

On September 30th, the self-examination and self-correction of anti-commercial bribery in the pharmaceutical industry ended. The Ministry of Health is working hard to formulate the scope of commercial bribery, further clarify the boundary between bribery and normal commercial sponsorship, and formulate standards and detailed rules on how to prevent and control "edge ball". Preventing and controlling commercial bribery in the pharmaceutical industry will become the normal existence, and the era of selling with gold is coming to an end, and the era of specialized marketing has arrived. The National Development and Reform Commission's "Guiding Opinions on the Development of Pharmaceutical Industry in the Eleventh Five-Year Plan" has been issued, giving a five-year timetable for medical reform, fundamentally changing the concept of "supporting medicine with medicine", establishing a prescription system open to social pharmacies, speeding up the separation of medicines and realizing a three-level medical insurance system, which will have a fundamental impact on the sales model of prescription drugs.

2. The basic competitive strategy of pharmaceutical enterprises in the current medical environment.

1) form a cost-based market competitive advantage.

First of all, strengthen the internal management of their own enterprises. Management can not only produce benefits, but also improve efficiency and reduce costs. Production management, personnel, marketing, finance and other management contents. The key is to adopt a management model suitable for the enterprise itself, so as to truly generate benefits and reduce operating costs. Secondly, increase investment in research and development, research and develop some drugs with special clinical effects, apply for patents, make use of their irreplaceability to obtain relatively high profits, and then use the profits to expand the overall scale of the same quality varieties from other manufacturers, thus further reducing operating costs and improving the competitive advantage of the whole enterprise in the market.

2) Form a competitive advantage based on intangible resources.

In today's increasingly fierce competitive environment, intangible resources are more important, high quality and good price win in the bidding, brand is a kind of hegemony and a series of memories, and brand has a strong implication. Pharmaceutical enterprises, like other consumer goods, sell their brands well, especially OTC drugs. In order to gain a brand, pharmaceutical enterprises must first strengthen their research and development capabilities and develop drugs with special efficacy, which is the most important and core ability for enterprises to survive and develop, and gain the trust of clinicians in prescription drugs. Secondly, strengthen the company's management ability to improve the professional level of professional promoters, and virtually establish the brand awareness of enterprises. Third, to establish the overall marketing concept, enterprises must earnestly establish the fundamental business concept of relieving patients' pain, and start with the strategy from the end customer rather than the production process. Only with a good marketing strategy can they establish their own good image brand.

Three. Marketing strategy of pharmaceutical enterprises under the new situation

The formulation process of drug marketing strategy is a process of identifying, selecting and developing market opportunities, and completing enterprise tasks and goals. There are many specific marketing methods and approaches, including drug market segmentation strategy, drug market competition strategy, drug market development strategy and drug marketing combination strategy.

1. Market segmentation marketing strategy, which divides the whole market into several sub-markets and sub-markets by distinguishing consumer groups with different types of consumer needs and desires. The purpose is to find the most favorable market segment in the big market, choose the most effective target market and formulate the most effective marketing strategy, which is beneficial for enterprises to combine their own advantages and the characteristics of market segments, concentrate limited resources and operate vacant drugs in the market, so as to obtain the greatest economic benefits, and at the same time, it is also beneficial for enterprises to constantly adjust their marketing strategies.

2. Drug market competition strategy. When making marketing strategies, pharmaceutical enterprises should not only segment the market to meet the needs of target customers, but also aim at competitors serving the same target customers, so as to make the enterprises invincible in the competition. Market competition strategy is an organic combination of goals and strategies for enterprises to survive and develop themselves, and to maintain or develop their own strength in the competition. To formulate a market competition strategy, we must first clarify our competitive position and what kind of competitors we are according to the market structure, so as to adopt different strategies. Secondly, we should tap our competitive advantage from the aspects of drug use value, drug price, research and development technology, service and time.

3. Drug market development strategy, pharmaceutical enterprises should study and formulate drug market development strategy while selecting target market and formulating market strategy, that is, enterprises should first carefully determine the existing business and product status of enterprises, evaluate and analyze the strategic profit potential of many businesses and products, and use limited resources to develop businesses and products with good economic benefits. Secondly, determine the strategy through evaluation, and abandon and eliminate some businesses. Therefore, it is necessary to develop new business and new products, explore new markets and formulate new business development strategies.

Finally, after determining the target market and formulating the corresponding competition strategy and market development strategy, another decision-making task faced by enterprises is to formulate a reasonable overall marketing mix composed of marketing mix according to the needs of the target market, internal conditions and external environment.

4. Drug marketing mix strategy, that is, enterprises comprehensively use their controllable marketing means to optimize the mix, in order to achieve the best marketing effect, and use 4p (product, price, distribution channels, promotion) and 4p (customer demand and desire, customer cost, convenience, communication) and other controllable marketing means. However, the marketing mix is influenced by many uncontrollable external marketing environments, especially the objective environment. For example, the current aging population, the introduction of a series of national laws and regulations, medical reform policy, WTO, economic globalization and so on. Enterprises should pay close attention to the changing trend of macro-environment and adjust their marketing mix to adapt to the external environment, which is the key to their initiative, success and development. Enterprises should be good at adapting these controllable factors to uncontrollable factors.

Four. 4PS Scheme of Pharmaceutical Marketing Combination

1. Drug variety planning makes drugs an important part of drug marketing. Drugs should be a whole concept, and at the same time, we should establish the concept of high-quality drugs. Drug variety planning requires enterprises to pay attention to different competitive strategies at different stages of the drug life cycle, and at the same time, they must pay attention to re-product development and constantly update products. It is with its new product research and development technology that foreign-funded enterprises are unique in the pharmaceutical market.

2. Drug pricing scheme, drug price is a very sensitive issue at present, and it is also the focus of medical reform. Under the current bidding price, the pricing scheme of impact drugs in cheap pharmacies is particularly important. The tariff of some imported drugs will be further reduced under WTO, which will inevitably make the price reduction of imported drugs have a great impact on some domestic generic drugs, while some drugs with moderate price and good curative effect will have a disastrous impact on domestic generic drugs. So, in the new environment, how do pharmaceutical companies consider themselves?

3. Drug distribution channel scheme, the long-term marketing model of domestic pharmaceutical enterprises, makes pharmaceutical enterprises form a great channel dependence, and pharmaceutical enterprises need to establish a stable drug distribution channel.

4. Drug promotion plan, with the introduction of the new national medicine policy, pharmaceutical enterprises must introduce a healthy promotion model and new marketing mechanism in new forms, and further strengthen marketing in the following aspects:

1) We should abandon the previous model of doctors' hard work, advertising, promotion and prescription fees, adhere to customer service orientation, speed up product research and development and brand cultivation, and re-integrate sales channels. ,

2) sales can be promoted through academic promotion, which mainly refers to the promotion of sales through academic propaganda and academic activities in the process of drug sales. This sales model requires enterprises and business personnel to have a complete academic network. Salespeople with professional knowledge are widely used in foreign-funded enterprises at present. In the process of academic sales, if we don't grasp it well, it will also involve commercial bribery. Academic sales is a recognized way in all aspects of current sales forms.

4) Digital marketing can be carried out, the development of IT industry and the application of e-commerce have injected new vitality into marketing, and online drug trading has begun to become a reality. Using e-commerce to speed up the whole pharmaceutical industry has incomparable advantages, and at the same time, it can save expenses but produce greater benefits. Online survey can collect customers' preferences and purchase methods, and serve them better, thus embodying the characteristics of personalized marketing era.

Verb (abbreviation of verb) abstract

Facing the new medical situation, pharmaceutical enterprises should follow the changes of national policies at any time, strengthen their own software and hardware transformation, pay attention to product development through financial price adjustment strategy, adjust target customers, change the traditional gold-linked promotion method, pay attention to their own brand development, pay attention to market development, and adopt correct competitive strategies. They should regard recent years as market opportunities. After the great integration of the whole pharmaceutical industry, whoever seizes the opportunity will finally gain a foothold in the market and cope with environmental changes.