The Highest Level Of Prescription Drug Marketing

First importance: relationship marketing

The second realm: evidence-based marketing

Third realms: concept marketing

The marketing of prescription drugs in domestic pharmaceutical enterprises almost all stays at the first level; the vast majority of foreign investment and / or joint venture marketing belong to the second level; and some foreign foresight and foreign investment and / or joint ventures have adopted third levels of marketing, and have achieved remarkable results.

By relying on the relationship between the first level (gold) and marketing, the domestic enterprises with original accumulation will fail in the increasingly severe market competition if they do not raise the level of marketing.

Concept marketing is not a patent of a foreign company, so long as there are ideas and methods, the domestic product can also carry out the concept planning of success.

The successful concept marketing of prescription drugs can identify new competitive frameworks and stand out among many competing products, so as to quickly identify the leading position in the eyes of doctors.

Concept marketing classification of prescription drugs:

1, the concept of treatment:

Definition: a new treatment routine or standard (similar to clinical treatment guidelines or real development guidelines).

Strategy:

1, put your product in the favorable position of therapeutic concept.

2. Promote this therapy to clinicians.

3, the clinical acceptance of the treatment method naturally determines the competitive position of the product.

Case: the three ladder of cancer pain treatment, launched by Beijing Meng di (a prescription drug for the treatment of cancer pain), follows the principle of gradual administration according to the individual's condition.

Mild pain was given to non opioids (drug for Italy) as the first step.

Moderate pain was given to the weak opioid (representing the drug as Chimandin), the second step.

Severe pain was given to strong opioids (representing medicament for Kangding), the third step.

The three ladder of cancer pain treatment, because of its justifiability, simplifies the prescription selection process of clinicians. After being popularized as a treatment norm, it is rapidly accepted by the clinic, thus confirming the competitive position of many products such as Chimandin, Shi Kangding and many other products.

2. Mechanism concept:

Definition: refining the principles of drug production and creating new concepts.

Strategy: 1, dig deep into every link of the product's pharmacological action and find out the key points.

2, sort out the criteria and concepts of clinical classification and find out opportunities.

3, use the above key points to make up for opportunities and give logical concept names.

Case: Yang Sen's "gastric motility".

The success of the concept of "gastric motility" is also easily accepted by ordinary consumers. After turning to OTC, the concept of "gastric motility" has been vividly expressed, and has made contributions to the success of marketing.

The development of the concept of prescription drugs should not be a rein in itself. We must follow a strict process. The overall train of thought includes the following three steps:

1. Establish assumptions.

2. Collect evidence.

3, establish logic

The hypothesis is to combine the market opportunity, clinical progress and competitive strategy to analyze the products, find the key points and opportunities, and put forward the conceptual assumptions.

To collect evidence: find evidence under this concept, collect professional literature at home and abroad, listen to experts' opinions, and list category B and C evidence according to the principles of evidence-based medicine.

Logic is established: all evidence is structured, and concepts are abstracted on the basis of logical reasoning.

The final concept must conform to the following evaluation indicators: scientific, innovative and guiding;

Scientificalness is not only based on evidence, but also logical, so that it can be accepted by professionals. Innovation means not only the concept is novel, but also the main academic trend at home and abroad, and guidance is the ultimate goal, which refers to defining its competitive position in new concepts or becoming a representative drug of new concepts.

Principles and methods for developing the concept of prescription drugs:

One principle

We must adhere to the principle of scientific evidence based.

The development of the concept of prescription drugs is not a creative process, but a result of logical reasoning. It is impossible to compile concepts like many OTC, especially health care products.

Three methods

1, combine other products together to form a treatment routine and give clinical or medical philosophy a high degree of concept.

For example, the pformation of medical mode from physiologic treatment mode to socio physiological psychological mode can promote the promotion of antidepressants.

2. Apply biochemical, physiological and anatomical mechanisms to clinical practice.

Such as the above.

3. Sort out and integrate existing clinical concepts and create new concepts.

For example, in 2003, the new concept of indigestion, "enzyme deficiency dyspepsia", was created by Li Ji's "Da Ji".

The author found that the problem faced by "Da Ji" is not the status of digestive enzymes, but the overall downturn of digestive enzymes.

Further in-depth visits to domestic experts revealed two key points: first, the so-called chemical indigestion is actually caused by the lack of digestive enzymes; second, the lack of digestive enzymes is not exclusive with other categories, that is to say, dynamic, organic and functional dyspepsia are likely to have digestive enzymes deficiency, and of course may not be lacking.

The current situation is clearer, that is, the concept of "enzyme deficiency dyspepsia" is introduced, which divides dyspepsia into enzyme deficiency and enzyme deficiency. Among them, the enzyme deficiency dyspepsia is a cross relationship with organic, functional and dynamic properties, rather than a parallel exclusion relationship.

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