With the new medical reform, the competition in the pharmaceutical sales industry is becoming more and more fierce. In order to gain an advantage in the competition, we must reform the traditional pharmaceutical sales model. On the basis of analyzing the function of academic marketing, this paper analyzes and expounds the methods of promoting academic marketing in pharmaceutical marketing.
Keywords: academic marketing; Pharmaceutical marketing; Pharmaceutical enterprise
At present, the pharmaceutical industry has become a sunrise industry in China's national economy, with rapid development and broad prospects. After China joined the WTO, multinational pharmaceutical companies entered the China market in succession, and local pharmaceutical companies in China faced severe challenges. Compared with large international pharmaceutical enterprises, the problems faced by China's pharmaceutical industry are not only the backward research and development level, but also the lack of effective marketing means and strategies, which makes China's pharmaceutical enterprises fall into vicious competition and difficult to become bigger and stronger. There are still many problems in the existing medical marketing methods and strategies in China. Many medical marketers don't know the products they sell, and they continue the original set in the process of product promotion, that is, relationship marketing with customer service, making friends and giving kickbacks. How much doctors use drugs, whether to use drugs or not, depends on how much money they pay and how their relationship with medical representatives is, not on the efficacy and quality of drugs. The concept and specific implementation methods of academic marketing, as well as the benefits brought by the implementation of academic marketing to enterprises, are still unclear, especially after the national anti-commercial bribery policy points to selling drugs with money, which will be a serious problem faced by pharmaceutical enterprises. Medical marketers should immediately recognize the grim situation they are facing, that is, the previous marketing strategy is not a question of good results, but a question of whether it can be carried out under the premise of national policies. Therefore, the author thinks that medical marketers should adhere to proper relationship's marketing strategy, strive to keep up with foreign pharmaceutical companies, learn and develop academic marketing, combine the two, rapidly enhance brand image and brand competitiveness under the premise of excellent drug quality, and strive to promote the development of medical marketing.
First, the role of academic marketing
Summarizing the domestic and foreign pharmaceutical sales markets, the long-term benefits brought by academic marketing model to pharmaceutical enterprises are obvious and huge, mainly reflected in the influence and sales of pharmaceutical brands, which strengthens the core competitiveness of pharmaceutical enterprises in the same industry and lays a solid foundation for the healthy and sustainable development of pharmaceutical enterprises.
1. Academic marketing is conducive to shaping a good brand image of pharmaceutical enterprises and enhancing brand influence.
In today's pharmaceutical market, brands, as intangible assets of enterprises, are playing an increasingly important role in current economic activities, and the marketing power of brands in product sales cannot be underestimated. Those companies with good brand image have strong appeal in the market and natural ideal sales, so good brand image is the basis of healthy and sustainable development of enterprises and a magic weapon to win market competition. Pharmaceutical companies use academic conferences and social welfare activities to strengthen their brand image.
2. Academic marketing can improve the sales of pharmaceutical products and lay a solid position in the pharmaceutical market.
At present, the world's leading single prescription drugs, such as Lipitor (Pfizer), Zoeor (Simvastatin, Merck) and Losec (Losec, AstraZeneca), all promote their products through academic marketing. These companies conduct academic propaganda, carry out academic activities and sponsor academic conferences with rigorous scientific argumentation.
After several years of efforts, many sensational drugs have been developed. Taking the domestic pharmaceutical market as an example, GlaxoSmithKline's product Heplin has also established its stable leading position in the field of liver disease treatment drugs by virtue of academic marketing.
3. Academic marketing is the guarantee for the sustainable development of pharmaceutical enterprises.
The author believes that the academic marketing of drugs is to promote products by strengthening the functionality of products and conveying the core value of products to doctors, and the realization of sales depends on the influence of the company's product brand rather than the feelings of a business person. In this way, pharmaceutical enterprises don't have to worry about the resignation of a medical representative in a certain market, taking away the original customers or customers who no longer use the company's products, resulting in the shrinking or interruption of the company's business volume, thus realizing the continuity of product sales. Similarly, the company can also select employees with professional knowledge or train employees who are familiar with the company's product knowledge, and quickly hand over the market to these employees, so that they can continue to maintain the company's academic marketing activities to ensure the continuity of the company's business activities. Of course, pharmaceutical companies will inevitably have limitations in marketing prescription drugs through academic promotion, such as slow sales growth, but in the long run, the sales foundation formed by this marketing method is solid enough to make up for the short-term slow effect.
Second, the implementation of academic marketing methods
The main purpose of implementing academic marketing in pharmaceutical enterprises is to establish their own brand image and publicize the core selling points of their pharmaceutical products, which can be effectively realized by various methods.
1. Use various marketing methods for academic promotion.
Pharmaceutical enterprises should combine the actual situation of their products and take consistent activities. First of all, pharmaceutical companies should invite experts in related fields as product spokespersons to educate doctors at different levels; Secondly, pharmaceutical companies can sponsor relevant academic conferences of medical institutions and disseminate product information through keynote speeches and visual images; Thirdly, pharmaceutical companies can fully publicize their products in the fourth phase of outpatient service after they are listed, choose representative hospitals, and strengthen the characteristics of products through the interactive communication between the company and doctors.
2. Use various media for academic promotion.
First of all, pharmaceutical enterprises should organize specialized personnel to create internal publications to introduce the latest www.lwkoo.Com research results of the company's product knowledge, and organize employees to study regularly, so that the company's pharmaceutical representatives can know their products in time through this publication. If they want to publicize their products, they should start with the propaganda of employees and create a good academic atmosphere within the company. Only in this way can medical representatives answer questions and answers when explaining the company's products to customers. Secondly, pharmaceutical enterprises should make use of magazines, Internet, internal publications, materials, outdoor and other print media to carry out academic publicity on their products. Because professional media can pave the way for academic marketing of pharmaceutical companies in breadth. The content of communication should be based on the selling point of the product, and at the same time, it can be combined with the hard advertisement of the product.
3. Use various academic conferences to promote the company's products.
Pharmaceutical enterprises should establish a special application mechanism for holding academic conferences to provide comprehensive support such as funds, academic materials and conference equipment for academic conferences organized by medical representatives.
Medical representatives should choose the right time to hold departmental meetings and in-hospital meetings among hospital colleagues to actively promote the company's products. At the same time, actively participate in provincial conferences, national academic conferences or product recommendation meetings, medical associations, pharmaceutical associations, and annual meetings of health systems, and seize every opportunity to do a good job in recommending products of the company. For example, some pharmaceutical companies have a series of standardized application mechanisms for medical representatives to apply for departmental meetings and in-hospital meetings. As long as the medical representative applies, once approved, the company will immediately give financial and other related support. Medical representatives organize customers to participate in relevant academic annual meetings. As long as the application is submitted and approved, the company will verify and reimburse the expenses of medical representatives attending the meetings after the meeting. All kinds of academic meetings, especially the departmental meetings of hospital colleagues, have a small number of people and a good academic environment. Enterprises should often take advantage of this opportunity to arrange special academic representatives to give lectures on product knowledge at departmental meetings, and do a good job in actively discussing the company's products, which is conducive to the audience's comprehensive acceptance of product knowledge.
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