病程细分概念的提出及其在药品营销中的运用

The Disease Process of Mmarket Segmentation and the Proposed Use

由于药品本身的特殊性,常用的地理、人口、心理和行为四大细分变量在药品营销策划中往往作用有限,精确度也不够。所以,可以根据疾病的运行特点及相应的治疗模式,提出一个新的精准化药品营销细分的病程变量,把治疗某种疾病看成是一个市场,则疾病的每个发展期、治疗期或者不同时期的症状都可以看做是不同的细分市场。

Due to the special nature of medicine itself, the breakdown of the variables used in the pharmaceutical marketing planning is not accurate enough. According to the author of the characteristics of the disease and the treatment model, a new market segmentation variables, and its application cases are analyzed and summarized.