Pharmaceutical Marketing Plan (a)

First, the analysis of China's pharmaceutical market environment

1) Competitive environment of pharmaceutical enterprises

Founded in XX more than a year, China's pharmaceutical industry has experienced an uneven course of development for the people's life and health to make a great contribution to the cause. Since China's first "medical representatives" appeared in 1988 in Schweppes, the early 1990s, to foreign-funded enterprises to enter the end of the hospital promotion of pharmaceutical representatives for the beginning of the clinical promotion and become the domestic pharmaceutical enterprises to promote the sales of a model, after more than a decade of development, with more and more pharmaceutical companies to enter, from foreign enterprises to state-owned enterprises, private enterprises, the competitive environment of the pharmaceutical industry. After more than ten years of development, with more and more pharmaceutical enterprises, from foreign enterprises to state-owned enterprises, private enterprises, from a small number of enterprises to the majority of enterprises, the continuous spread and development, and changes in the domestic non-benign soil, the previous kind of clinical promotion has undergone qualitative changes, the pharmaceutical representative is not just a product consultant between the pharmaceutical company and the clinician, to the doctor to pay the prescription fee has almost become the golden rule of promotion. Some small and medium-sized enterprises in order to survive, clinical work has become a major magic weapon for the promotion of drugs, pharmaceutical companies and business units are hospitals as the main battlefield of market competition, have to hospitals stationed in the medical representatives, sales representatives of the good show of mixed, in pursuit of personal interests and ignored the overall interests of the community and the enterprise, so that the drug market has gone to a monstrous road. At the same time accompanied by the kind of disorder, the management of the management of the department is out of touch with the vicious competition brought about by the inflated prices of medicines this is the current pharmaceutical market environment, to change the current situation, not only the competent authorities of the problem, but also pharmaceutical companies want to jump out of the circle of the problem.

2) WTO under the pharmaceutical competitive environment

With China's accession to the WTO, the pharmaceutical industry to further open up, some of the international pharmaceutical companies and large commercial circulation enterprises to enter, so that China's pharmaceutical enterprises have entered a period of integration. Some domestic pharmaceutical companies previously imitation-based drugs, due to the efficacy of drugs and intellectual property rights issues, its competitiveness will be greatly reduced, the previous foreign companies are through the agency sales model will also change, and will ultimately affect the entire pharmaceutical environment.

3) national pharmaceutical policy and health care reform on the pharmaceutical market environment

September 30, the pharmaceutical industry anti-commercial bribery self-examination and self-correction is over, the Ministry of Health is urgently developing the scope of commercial bribery, to further clarify the boundaries between bribery and normal business sponsorship, and how to prevent and combat "rubbish ball The Ministry of Health is working on the scope of commercial bribery to further clarify the boundaries between bribery and normal commercial sponsorship, and to formulate standards and rules on how to prevent and control the use of "side games". Prevention and control of commercial bribery in the pharmaceutical industry will become a regular presence, the era of gold sales is coming to an end, the era of specialized marketing has come. National Development and Reform Commission, "pharmaceutical industry," the Eleventh Five-Year "Development Guidelines" promulgated, given the five-year timetable for health care reform, to fundamentally change the "medicine for medicine," the establishment of open prescription system to the social pharmacy to speed up the progress of the separation of medicine, the realization of the three-tier health insurance system, which will have a significant impact on the sale of prescription drugs. Secondly, increase investment in research and development, research and development of some of the clinical special efficacy of the drug, apply for a patent, the use of its irreplaceability, to achieve relatively high profits, the profits and then used to expand in other manufacturers of the same quality varieties of the overall scale, which further reduces the operating costs, and improve the competitive advantage of the whole enterprise in the market.

2) the formation of intangible resources based on the competitive advantage

In today's increasingly competitive environment, intangible resources become more important, quality and price in the bidding to win, the brand is a hegemony, is a chain of memories, the brand has a powerful implied role. Pharmaceutical companies with other consumer goods, like a good brand, on the best-selling, more prominent in the OTC drug sales. Pharmaceutical companies to obtain the brand, first, to strengthen the research and development capabilities, to develop drugs with special therapeutic effects, is the most important and most core competencies for the survival and development of the company, in the prescription drugs to obtain the trust of clinicians. Secondly, to strengthen the management ability of the company in order to improve the business level of professional promoters, which invariably also establishes the brand awareness of the company. Third, to establish an overall marketing concept, the company must effectively set up for patients to relieve the pain of disease fundamental business concepts, starting from the end customer rather than the production process to start the strategy, only have a good marketing strategy in order to set up their own good image of the brand.

Third, the new situation of pharmaceutical enterprises marketing strategy

The development of pharmaceutical marketing strategy is a process of identifying, selecting and developing market opportunities, to complete the process of enterprise tasks and objectives, specific marketing methods and approaches, focusing on the drug market segmentation strategy, drug market competition strategy, drug market development strategy and drug marketing mix strategy.

1, market segmentation marketing strategy, through the identification of different types of consumer needs and desires of consumer groups, the entire market is divided into a number of sub-markets, sub-markets. The purpose is to find the most favorable segmentation of the enterprise in the large market, select the most effective target market, develop the most effective marketing strategy, which is conducive to the enterprise to combine their own strengths and the characteristics of the market segmentation, focusing on limited resources, operating market vacancies in the drug, so as to achieve the maximum economic benefits, but also conducive to the enterprise to constantly adjust the marketing strategy.

2, the drug market competition strategy, pharmaceutical companies to develop marketing strategy, not only to market segmentation, catering to the needs of target customers, but also for the same target customer service competitors, in order to be able to make the enterprise in the competition invincible. Market competition strategy is the enterprise for their own survival and development, in the competition to maintain or develop their own strength position and determine the enterprise goal and achieve the goal to fight for ` the organic combination of various strategies. The development of market competition strategy, first of all, to clarify their own competitive position, based on the market structure, clear what kind of competitor they do, so as to take different strategies. Secondly, we should adopt the value of drug use, drug prices, research and development technology, service, time aspects, to explore their own competitive advantages.

3, the drug market development strategy, pharmaceutical companies in the selection of target markets, the development of market strategy at the same time, but also to study and formulate the drug market development strategy, that is, the expansion of the enterprise to reproduce, expand the market, the development of business strategy, the first to carefully determine the status of the enterprise's existing business and products, a number of business and product strategic profitability potential to be assessed and analyzed, to the limited resources to the development of the business and products in the good economic efficiency. We should evaluate and analyze the strategic profit potential of many businesses and products, and use our limited resources to develop businesses and products with good economic benefits. Secondly, through the assessment to determine the strategy, part of the business is abandoned and eliminated. Therefore, it is necessary to develop new businesses, new products, open up new markets, and formulate new business development strategies.

Finally, the enterprise to determine the target market, the development of the corresponding competitive strategy and market development strategy, faced with another decision-making task is to start from the needs of the target market, based on the internal conditions and the needs of the external environment, for the enterprise to develop a reasonable, by the marketing mix of the composition of the overall marketing mix.

4, pharmaceutical marketing mix strategy, that is, the enterprise integrated use of its controllable marketing tools, the implementation of the optimal combination of them, in order to achieve the best marketing results, the use of 4PS (product, price, distribution channels, promotions) and 4PS (customer needs and wants, customer costs, convenience, communication) and other controllable marketing tools. However, the marketing mix is influenced and constrained by many uncontrollable external marketing environments, especially the objective environment. Such as the current aging population, a series of national laws and regulations, the introduction of health care reform policies, WTO, economic globalization and integration, enterprises should closely monitor the macro-environmental trends, adjust the marketing mix of the enterprise and the external environment to adapt to the enterprise to take the initiative, the key to success and development. Enterprises should be good at these controllable factors and uncontrollable factors to adapt.

Fourth, the pharmaceutical marketing mix 4PS program

1, the drug variety program, so that an important element of pharmaceutical marketing, pharmaceuticals should be a holistic concept, and at the same time, to set up the concept of pharmaceutical quality. Drug varieties program requires companies to pay attention to their own production of drugs at different times in the life cycle of the use of different competitive strategies, and must focus on the development of new products, and constantly update the product, the foreign company is precisely by virtue of its new product research and development technology and the unique pharmaceutical market.

2, the pricing of drugs program, drug prices is currently a very sensitive issue, but also the center of gravity of the health care reform, along with the current bidding prices, Shunga price, the impact of affordable pharmacy pricing program is particularly important, the WTO tariffs on some imported medicines will be further reduced, will inevitably lead to the price of imported medicines downward on the formation of some of the generic drugs in the country, some of the price of moderate efficacy of the drugs on the formation of a huge impact, some of the price of the generic drugs, the price of the generic drugs, the price of the generic drugs will be reduced. Moderate efficacy of drugs on the domestic generic is a disastrous impact, so in the new environment, pharmaceutical companies how to consider the pricing of their products is particularly important.

3, the drug distribution channel program, the domestic pharmaceutical companies long-term marketing model, so that pharmaceutical companies have formed a large channel dependence, pharmaceutical companies need to establish a stable pharmaceutical distribution channels.

4, drug promotion program, with the introduction of the country's new pharmaceutical policy, pharmaceutical companies in the new form must be introduced into a healthy promotional model, a new marketing mechanism, mainly in the following areas to further strengthen the marketing:

1) to give up the previous kind of doctors such as hard work, advertising, promotional fees, prescription fees and other modes of adherence to the customer service oriented, accelerate product development and brand cultivation, and reintegrate sales channels.

2) can be promoted through academic promotions, academic promotional sales, mainly refers to the process of pharmaceutical sales, academic publicity and academic activities to promote sales, this sales model, the requirements of enterprises and business personnel is relatively high, requiring companies to have a very complete academic network. Very specialized knowledge of the sales staff, currently applied more in foreign-funded enterprises. In the academic sales process, such as not a good grasp, will also involve commercial bribery. Academic sales, is the current form of sales, in all aspects is recognized in a way.

3) advertising to pull the beach OTC market, from the OTC market growth rate in a few years OTC market accounted for half of the market. OTC market is one of the main battlegrounds for future competition, and the marketing of this market and the hospital sales difference is large, and more reflective of the pharmaceutical marketing **** sex, to the mega-brand advertising investment to stimulate the consumption of medicines.

4) digital marketing can be carried out, the development of the IT industry, the application of e-commerce, for marketing to inject new vitality, online trading of drugs began to become a reality, with e-commerce to speed up the entire pharmaceutical industry has an incomparable strong advantage, while you can save money but produce greater benefits, the use of online surveys can be collected to the customer's preference and purchase methods, but also better to serve them, thus reflecting the era of personalized marketing. They serve, thus reflecting the characteristics of the era of personalized marketing.

V. Summarize

In the face of the new pharmaceutical situation pharmaceutical enterprises should be tracked at any time the changes in national policy, increase their own hardware, software renovation work, through the financial price adjustment strategy, pay attention to the development of the product, adjust the target customers, change the traditional way of promotion of the gold, pay attention to their own brand strategy, pay attention to the development of the market, to adopt the correct competitive strategy, should be taken as a market opportunity, the entire pharmaceutical industry after a period of time, the market opportunities, the whole pharmaceutical industry, the market opportunity, the market opportunity, the whole pharmaceutical industry after a period of time. Market opportunities, the entire pharmaceutical industry after a major integration, who grasp the opportunity, who will eventually be able to stand firm in the market, to respond to environmental changes to take the right competitive strategy, continuous innovation is the winning formula.

Pharmaceutical Marketing Plan Sample (2)

Part I Marketing Diagnosis

First, the market background

The pace of modern life is accelerated, mental tension, stress, coupled with excessive alcohol consumption, smoking, air conditioning, a long-term lack of outdoor exercise, and other factors, so that the people's immune function disorders, resistance to reduce. The immune function is an important physiological function of the human body. Immune function is an important physiological function of the human body, immune dysfunction will cause physical weakness, resistance to disease ability to decline, so some people will repeatedly get colds, asthma, liver disease, some people are more "fashionable", the epidemic once he came to the people who do not refuse. So we all need to adjust the immune, enhance resistance, visible health care market prospects.

Second, the product advantage

Ganoderma lucidum is a traditional tonic. "Deng Ying" Ganoderma Lucidum Capsules are made from selected Ganoderma Lucidum strains and processed by modern biotechnology, which contain Ganoderma Lucidum polysaccharides, polypeptides and other efficacious ingredients. It can improve the level of cellular immunity, enhance the ability of macrophages, have a clear immune regulation of health care, can enhance human immunity, improve the body's resistance, suitable for the weak system and low immunity and sub-healthy people, especially tumors and liver disease patients, so ganoderma lucidum health care products have great potential in the market.

Third, the marketing situation

Unique product advantages and good market prospects, so that the ganoderma lucidum products health care industry merchants gathered, the competition is also increasingly fierce, but at present the industry has a "Chinese ganoderma lucidum treasure" and other strong brands, so the "Deng Ying" ganoderma lucidum capsules need to be "the" ganoderma lucidum capsules. "

1, brand awareness is not enough

2, product pricing is unreasonable

3, packaging design is not characteristic

4, marketing channels are not smooth

5, the lack of advertising and publicity support

At present, the most important problem of this product is the marketing problem. Marketing problems, Blue Island is a well-known tourist city, Ganoderma lucidum capsules as a health care product with special functions, the market grade, while the product is taken from the fairyland on earth **, so for the cultivation of Ganoderma lucidum capsule into the Blue Island excellent tourist souvenirs and high-grade gifts to provide the basis of the cultural connotation. Therefore, at present the most urgent problem is to integrate the advantages of the product to integrate the advantages of marketing and packaging, to speed up the product market visibility, cultivate and develop the market.

In order to achieve the above purpose, it is recommended that the market planning program is as follows:

The second part of the operation of the program

First, establish the marketing objectives

Promote sales, increase market share and brand awareness, and set up a strong brand in the industry.

Second, clear marketing strategy

1, marketing model

(1) TV direct sales

(2) channel distribution

(3) the establishment of membership cards, the implementation of the membership system

2, the promotion of the program

based on the Blue Islands, the establishment of the market, based on this as a pilot, summarize the experience and promote the nationwide, to create an industry brand. industry brand, and gradually move towards the international market.

3, marketing objectives

(1) the near-term goals

within a year to develop the blue island market, the blue island market target sales network channels shopping rate of 70%, and in the blue island's choice of target county-level cities store 100%, so that "Deng Ying" ganoderma capsules become a blue island local tourism brand and health brand, and is the first time to make the "Deng Ying" ganoderma capsules. It is a well-known brand in tourism and health care, and is the most popular gift in the Blue Island area.

(2) Long-term goal

Within three years, "Dengying" ganoderma capsules will be cultivated into a national famous brand, and become the leading brand of ganoderma products.

Part III Implementation Methodology Steps

I. Establishment of the project team

The project team consists of the enterprise production, sales, management elites and TV station market, planning, copywriting, design, production and other professionals, division of labor and cooperation, and gradual implementation.

Second, the ganoderma lucidum product market to carry out adequate market research

Through the market research for the "Deng Ying" ganoderma lucidum capsule to find a suitable market positioning, lock the target consumer groups, the development of the best promotion strategy. The content of the market research mainly includes the following aspects:

1. Competitor survey: the main competitors of "Deng Ying" Lingzhi capsules in the Blue Island market marketing research, using the competition comparison method, the main competing brands in the industry and the status of the enterprise comparison, so as to the current situation of enterprises in the industry and product brand strengths and weaknesses have a sufficient And product brand strengths and weaknesses have a full understanding of the main content: competitors' product pricing, packaging design, market positioning, advertising support, marketing channels, sales management, brand awareness.

2, product market diagnosis: the original product market conditions to do market research, the use of convenience sampling and quota sampling method, combined with in-depth interviews with consumers, sales staff in-depth interviews, in-depth interviews with dealers to investigate the method of the market questionnaire design:

The object of the investigation mainly includes the following groups: the relevant management personnel within the enterprise, within the enterprise relevant marketing personnel, product original dealer Marketing personnel, the product's original distributors, the product's original retailers, the product's consumers market research content: consumers know whether the ganoderma lucidum capsule this kind of product? Do consumers know the brand "Deng Ying" Ganoderma Lucidum Capsules? Do consumers know the efficacy of Ganoderma capsules? What is the main reason for consumers to buy Ganoderma capsules? What is the psychological price for consumers to buy Ganoderma Lucidum capsules? What is the consumer psychology of the target consumers? What are their purchasing habits? The target consumer is through what way to buy capsules?

Through the above market research, do a scientific analysis, so as to come up with a reasonable, scientific, systematic market research report, especially to confirm the price, functional characteristics, unique selling points of sales channels and other issues, so as to provide the next step in the work of the scientific basis.

Third, the product repositioning

For "Deng Ying" ganoderma lucidum capsule re-market positioning and functional positioning of the blue island is a tourist city, ** is a tourist, cultural attractions, ganoderma lucidum is a legendary world of magic herbs, can be seen "Deng Ying" ganoderma lucidum capsule is very good. "Ganoderma capsules have great regional and product advantages, with the blue island, ** tourism and people's growing health care needs should be positioned as a tourist health care gifts for the city of Blue Island with special effects of health care products. "

(1) sick people who need to improve their physical fitness;

(2) people with high work pressure, lack of exercise, poor body resistance and easy to catch epidemics;

(3) people who attach importance to health care and pursue a healthy life (high-grade health care);

(4) people who have to go to the hospital to have a good health care;

(5) people who have to go to the hospital to have a good health care;

(6) people who have to go to the hospital to have a good health care. >

(4) people traveling to Blue Island;

(5) people with more gifts (high-grade gifts);

V. According to the above positioning and target consumer groups, set up the corresponding new marketing network:

(1) as a special health care products: cooperation with the major pharmaceutical companies in the city of Blue Island, access to their networks; health care specialty stores; supermarkets health care counters.

(2) as a tourist souvenir: tourist specialty stores; cooperation with the more reputable tourism companies in Blue Island City, to visit the Ganoderma Garden and present Ganoderma lucidum knowledge lectures as the characteristics of the tour group to launch; high-grade hotels, hotels and other places.

Sixth, strengthen the management of sales channels:

The successful market operation of any product can not be separated from the scientific and systematic market management, and cannot be separated from the market front-line consumers and intermediaries of the timely information feedback, so the establishment of an effective sales network must do the following:

(1) the establishment of the customer file

(2) the sales staff to conduct Product and business training:

A, product training: through market research, to find out the consumer for this product is most likely to put forward 20 questions, organized by the company a unified standard answer, the sales staff, especially the counter of the promotional lady unified answer.

B, business training: sales staff must fill in the daily market visit plan, weekly work plan and work summary, monthly work plan and work summary.

C, the dealers responsible for doing regular analysis and summary.

D. Regular analysis and summary of competitors in the market.

(3) the assessment of the achievements of the sales staff: the above requirements as a monthly assessment of the standard sales staff.

VII. Redesign the packaging for "Deng Ying" ganoderma lucidum capsule

According to the market positioning of ganoderma lucidum capsule, the current packaging design of "Deng Ying" ganoderma lucidum capsule can't match with its quality level, so the packaging design must be changed, the new design should reflect the high-grade, and the new design should reflect the high-grade, and the new design should reflect the high-grade, and the new design should be changed. When the inner pavement of high-grade silk, the outer box material must be high-grade version of the paper.

The whole series of packaging design must be atmospheric, beautiful, good display, with a strong traditional style.

Eight, for the "Deng Ying" Ganoderma capsules re-pricing

The price of the product is one of the important factors in the success of the product market, pricing is too high consumers find it difficult to accept, pricing is too low, intermediate channels of the commercial trade difference is too low, to combat intermediary enthusiasm, so one of the important work of the market research is to confirm the correct pricing of the Ganoderma capsules, so the market research is to confirm the correct pricing of the capsules. Therefore, one of the important tasks of market research is to confirm the correct pricing of ganoderma lucidum capsule. At present, "Chinese ganoderma lucidum treasure" (bagged, the ingredient is spore powder), which sells more hot in the market of Blue Island, is priced at RMB 1,590 yuan / 20 grams. According to the market positioning and target consumer group analysis, "Deng Ying" ganoderma lucidum capsule pricing can be divided into two categories:

(1) economic class: general health care consumption, ordinary travel souvenirs

(2) luxury class: high-grade travel gifts

Through the pricing, but also a bit of ganoderma lucidum capsule in line with the image of high-grade health care products, tourism and ji products, highlighting its image as a high-grade health care product. The image of tourism ji products, highlighting the preciousness and singularity of its products.

Nine, shaping the corporate image to establish a corporate image visual identity system to match the brand communication and unify the image of the dealership.

(1) the establishment of VI, unified corporate visual image

(2) the production of corporate brochures

(3) the production of corporate image film and product promotional films

X. Strengthen advertising and promotion, integrated communication

Before the external publicity to confirm the positioning of the product promotion.

In order to make the laying of goods can be carried out smoothly, the early stage can be invested in a moderate amount of advertising, including ganoderma lucidum capsules and health care series of scientific knowledge lecture articles and lectures on the topic of television films. Newspaper small page can be, so you can give sales staff and dealers confidence support, know that there is advertising support, so that the work of laying goods can be carried out smoothly. In order to cooperate with the overall sales work, but also should set up a perfect service system, the establishment of promotional points promotional team, in key shopping malls, drugstores to carry out product promotion, recommended.

When the store work to reach the intended target of 70%, a full set of media placement program full operation.

(1) advertising theme: the immortal mountain Ruizhao, the best on earth

(2) publicity positioning

Famous brand public relations:

The use of ** visibility, reputation and Lingzhi moving myths and legends to set up a "Dengying" Ganoderma lucidum capsules of the product brand and corporate image;

Direct PR to dealers:

Hold a new product launching meeting, inviting pharmaceutical companies, tourism companies, and health stores in Blue Island City, where experts were invited to introduce the product's functions in detail; the company's marketing department introduced the latest price and profit analysis with competitors in the market; the advertising company introduced the market support program, including media and public relations activities.

Enhance the confidence of distributors in marketing "Deng Ying" Ganoderma capsules and motivate them to make efforts in distributing "Deng Ying" Ganoderma capsules; let more people join "Deng Ying" Ganoderma capsules; and let more people join "Deng Ying" Ganoderma capsules. "Lingzhi capsule sales to expand and stabilize sales channels, to seize the market, to avoid direct competition.

(3) media mix: according to the media characteristics of the Blue Island region and in order to achieve better publicity while effectively controlling the cost of the premise, it is recommended to choose the following media in the Blue Island region:

Newspaper - Blue Island Evening News, which for the newspaper, selected a theme, and publicity around the theme of the change to do a series of ads; ring ring ring ring, be sure to cause the consumer's desire to buy.

Television advertising - the production of feature films, feature films, including investment film and direct sales film two kinds of advertising tape. At the same time in the following television broadcast.

A: Blue Island TV special ads - to establish the brand and the company's visibility and reputation in the city of Blue Island, while recruiting agents;

B: ** TV special ads and TV direct sales - to establish the brand and the company's good reputation in the local community, and to directly promote sales; in the 7:00-9:00 prime time, as an advertisement film broadcast regularly, and for direct sales on TV. In order to deepen the local people's understanding and awareness of the product, to attract the attention of the agents;

C: by the ** station agent, to the relevant district and city television station's relevant columns, and direct television sales;

D: In addition, we will also be through our center of the "technical information system network" for your products to promote publicity abroad.

Outdoor advertising

A: set up billboards in the company, production bases and **, Blue Island coastal major attractions;

B: to high-grade hotels, hotels, tourist attractions, high-grade office buildings, etc. to give the enterprise album;

C: in the major distribution offices placed in the publicity, unified promotional image, and in the opening of each store with a uniform image of the arch.

Emphasis on public relations activities and on-site promotions

(1) Experts are invited to explain the health care functions of ganoderma lucidum products, and VCDs of product descriptions of "Deng Ying" ganoderma lucidum capsules are given.

(2) Contact with travel agencies to attract travel teams to visit the ganoderma lucidum garden, where the company's explainer will give a detailed account of ganoderma lucidum's legend, characteristics, medicinal value, etc., and provide professional technicians and experts to answer questions on the spot, and sell medicines on the spot.