分级诊疗下针对贵州省基层医疗机构的医药营销渠道现状及对策研究

Research on the Status Quo and Countermeasures of Medical Marketing Channels for Primary Medical Institutions in Guizhou Province under Hierarchical Diagnosis and Treatment

目的调研分级诊疗背景下针对贵州省基层医疗机构的医药营销渠道现状及存在问题,提出对策。方法2019年10月—2020年1月期间,针对100家医药企业及120家贵州省基层医疗机构,实施了问卷调研,并对调研结果进行了描述性统计。结果总结得出贵州省基层医疗机构的医药营销渠道存在医药供应质量不高、学术推广与实际需求差距大和渠道信息技术化程度较低等问题。结论应夯实医药供应体系专业化建设,提升供给质量;建设符合基层医药市场需求的学术推广体系,下沉优质医药服务;优化渠道结构,推动渠道合作;强化渠道运行的监督评估,持续构建科学的渠道体系。

Objective To investigate the current situation and existing problems of medical marketing channels in primary medical institutions in Guizhou Province under the background of hierarchical diagnosis and treatment,and to propose countermeasures.Methods From October 2019 to January 2020,a questionnaire survey was conducted for 100 pharmaceutical companies and 120 primary medical institutions in Guizhou Province,and descriptive statistics were made on the survey results.Results Conduded that the medical marketing channels of primary medical institutions in Guizhou Province had problems such as low medical supply quality,large gap between academic promotion and actual demand,and low level of channel information technology.Conclusion It is necessary to consolidate the professional construction of the pharmaceutical supply system to improve the quality of supply;build an academic promotion system that meets the needs of the grassroots pharmaceutical market,and sink high-quality pharmaceutical services;optimize the channel structure,promote channel cooperation;strengthen the supervision and evaluation of channel operations,and continue to build scientific channel system.