医药卫生体制改革进入“深水区”的药品生产企业营销模式浅析

Marketing Model of Pharmaceutical Manufacturing Enterprises in “Deepwater Area″ of the Reform of Medical and Health System

目的探讨"两票制"实施以来,在国家医疗保障局成立的大环境下企业发展的短期及长期营销战略。方法比较"两票制"前后生产企业营销战略的被动转变情况,对比外企全球成熟营销战略理念的变化和差距。结果药品的特殊商品属性区别于其他商品的市场营销,药品营销具有专业性和学术性的高标准要求,且是连接生产企业与医生及患者的重要环节,是药品知识和医学知识相互链接的重要媒介。随着医药卫生体制改革进入"深水区",国家对医药市场提出了"两票制"、国家医疗保障局等统筹的战略规划,要求改变传统的药品营销模式,找到适合企业发展的短期及长期营销战略,且需要企业对研发部、市场及销售部、政府事务部制订更加清晰、明确的战略规划。结论学术化是药品营销战略的方向。

Objective To investigate the short-term and long-term marketing strategies for enterprise development under the environment of the establishment of the National Healthcare Security Administration successively since the implementation of the two-ticket system.Methods The passive transformation of marketing strategy of production enterprises before and after the two-ticket system was compared,the change and gap of mature marketing strategy concept of foreign enterprises around the world were compared.Results The special commodity attribute of drug is different from that of other commodities.Drug marketing has high professional and academic standards,and it is an important link among manufacturing enterprises,doctors and patients,and it is also an important medium for the interconnection of drug knowledge and medical knowledge.With the reform of medical and health system entering the″deepwater area″,the state put forward two-vote system,National Healthcare Security Administration and other strategic planning as a whole,it requires the drug marketing to change the traditional mode and find a short-term and long-term marketing strategy suitable for the development of enterprises,it also requires enterprises to have clearer strategic planning for R&D department,marketing and sales department,and government affairs.Conclusion Academization is the direction of drug marketing strategy.