浅谈医药企业的DTC营销模式

Analysis of the Mechanism of Pharmaceutical Enterprises' DTC Marketing Mode

本文分析了DTC营销模式兴起的原因、在美国的发展情况以及存在的两种不同观点,从市场支配力和信息搜索两个角度对DTC广告进行了经济学特性的诠释,探讨了DTC营销模型存在的内在机理。

This paper analyzes the reasons of the appearance of DTC marketing mod e,the development status quo of DTC in American and2different opinions on it,exp lains the economic characteristics of DTC advertisement from the point of market master-ing ability and information searching,then discusses the inertial mechan ism of DTC marketing mode.