Introduction: Papers are often used to refer to articles that conduct research in various academic fields and describe academic research results, which are referred to as papers for short. It is not only a means to discuss problems in academic research, but also a tool to describe academic research results in academic exchanges. The following is my graduation thesis on pharmaceutical marketing for reference.

abstract:

In the past, I had a general impression of pharmaceutical marketing through media propaganda, which was not much different from the sales of other consumer goods, but more mysterious and mixed. Three years of study and contact have given me a more correct understanding of this industry, but it may be just my superficial ideas, or even a little fur. I can only say that it is my impression of pharmaceutical marketing.

Key words:

Characteristics of the pharmaceutical market; Training of medical talents; The development direction of pharmaceutical marketing

First, the characteristics of the pharmaceutical market

1. Professionalism: Medicine is very important to people nowadays, and it is no exaggeration to describe it as "health depends on life". This requires medical marketers not only to have superb marketing skills, but also to have systematic medical professional knowledge, and to carefully grasp the professional factors related to people such as indications, adverse reactions, incompatibility, pharmacokinetics, half-life, in vivo distribution, usage and dosage.

2. Complexity: As an industry, consumers and sellers are essential. The demand objects of pharmaceutical marketing include the following aspects: prescription doctors, drugstore clerks and ordinary consumers. These influencing factors will be different due to doctors' prescription habits, consumers' consumption habits and patients' illness. This requires medical marketers to adjust their marketing ideas and design ideas according to different needs, and consider them from multiple levels and angles. In the marketing mode, we should constantly introduce them.

3. Differences: The differences in the pharmaceutical market are mainly affected by the following factors: consumers' age, culture and consumption level, urban-rural consumption differences, added value of products, brand value and popularity, marketing model design, etc. Patients with higher education level and consumption level pay more attention to products with good curative effect and high safety, while patients with relatively low consumption level in rural areas pay more attention to economical products. Therefore, we should design different marketing ideas for different consumer groups.

4. Particularity: The patient's consumption demand is directly or indirectly realized through the doctor's prescription, which is a passive consumption. Therefore, medical marketing can only achieve the ultimate sales goal by introducing doctors through salesmen, and then recommending drugs to patients by doctors. With the improvement of social and economic level and cultural level, people's consumption consciousness and quality have changed greatly, and they pay more attention to the value of brands. Therefore, medical marketing should be constantly adjusted with the change of consumer demand, and fully understand the rationality of people's demand.

Second, the cultivation of medical talents and the future development of medical marketing

1. Training of medical talents

With the vigorous development of the pharmaceutical market, the ranks of pharmaceutical marketing talents are also growing. However, in this huge team, the quality and ability of employees are mixed. Especially compared with large international pharmaceutical companies, the problems faced by China pharmaceutical companies are not only the backward research and development level, but also the lack of effective marketing means and marketing talents.

At present, China pharmaceutical enterprises engaged in pharmaceutical marketing personnel can be divided into three categories:

First, experience orientation. Such marketers have neither medical education background nor marketing knowledge, and their marketing methods are simple, repetitive and inefficient.

Second, medical type. This kind of marketing personnel graduated from medicine or pharmacy, with rich medical knowledge and strong academic promotion ability, but lack of marketing ability.

Third, marketing. Such marketers have professional knowledge of marketing, but lack medical knowledge, unable to understand the key points and characteristics of medical marketing, and are not competent for academic promotion.

Facing the challenge of international and domestic competition, the rapid updating of knowledge and the strict requirements of enterprises for pharmaceutical marketing talents, the future pharmaceutical marketing talents should be innovative, active, open and cooperative compound talents.

2. The future of pharmaceutical marketing

In the future, drug competition will be more intense. The only difference between commercial warfare and real warfare is that there is no smoke. Every enterprise should not only face similar domestic enterprises, but also face powerful foreign-funded enterprises. How to face all kinds of challenges in the future? I think the integration of domestic enterprises is inevitable, and the scale is an inevitable trend. After integration, with funds, they can have a better scientific and technological environment and be more competitive.

In the future pharmaceutical marketing, we should first improve the scientific and technological content of products, have the ability of independent research and development, and increase the competitiveness of products. Secondly, it is necessary to change the enterprise's own system and the old routine of market-oriented enterprise development. The pharmaceutical representative industry should be more standardized and professional in the future, not only with the ability to communicate with people, but also with excellent professional knowledge to adapt to the future market competition.

The brand of the company can be said to be the life of the company. As future sales, we must have brand awareness, not only to expand the brand influence of the company, but also to fully protect our own brand, so as not to damage the brand image. Now domestic pharmaceutical companies have realized the importance of brands and started to care about their own intellectual property rights, which is very important. With the continuous progress of society, pharmaceutical enterprises will also flourish. All sales skills and strategies should be further sublimated, instead of relying solely on the communication between medical representatives and end users, the company should focus on product promotion and sponsor large-scale conferences, brand promotion and clinical experiments, which will become new marketing means.

Medicine has always been a high-tech industry in the modern society with rapid development of science and technology. As a person, it is impossible not to get sick, so the development of pharmaceutical companies is inevitable, and the maturity of technology is also inevitable. As I mentioned earlier, the integration of domestic enterprises is inevitable, because an enterprise must increase its core competitiveness if it wants to be invincible in the commercial war, and scale specialization is also the first place for enterprise development. Professional shaping is perfect, and so are pharmaceutical companies.

3. The development of pharmaceutical marketing

The future development of pharmaceutical marketing is the competition between brands and specialization. In the future, people's understanding of medical knowledge will be recognized by the brand of the enterprise. Because hospital sales and pharmacy sales are the same, and both rely on the specialization of representatives to promote, I think what we should do in the future is to improve ourselves and establish a brand image.

References:

[1] Shao Rong, Ma Yong. Re-understanding of medical representatives [J]. China Pharmacy, 2004.

[2] Wang Xinglin. Sales skills of medicine specialty [M]. Beijing: Peking University Publishing House, 2006.

[3] Shen Rong. Research on incentive and restraint mechanism of pharmaceutical enterprises to medical representatives [J]. Management innovation, modern management science, 2006.

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