On the application of academic marketing in pharmaceutical marketing

Abstract: With the new medical reform, the competition in pharmaceutical marketing industry is becoming more and more fierce. In order to gain an advantage in the competition, it is necessary to reform the traditional pharmaceutical marketing model. Based on the analysis of the role of academic marketing, this paper analyzes and expounds the methods of promoting academic marketing in pharmaceutical marketing.

Keywords: academic marketing; Pharmaceutical marketing; Pharmaceutical enterprises

At present, the pharmaceutical industry has become a sunrise industry in China's national economy, with rapid development and broad prospects. After China's entry into WTO, multinational pharmaceutical companies have entered the Chinese market, and Chinese local pharmaceutical companies are facing serious challenges. Compared with large international pharmaceutical enterprises, the problems faced by China's pharmaceutical industry are not only the backward level of research and development, but also the lack of effective marketing means and strategies, which makes China's pharmaceutical enterprises trapped in vicious competition and difficult to become bigger and stronger. There are still many problems in China's existing pharmaceutical marketing methods and strategies. Many pharmaceutical marketers don't understand the products they sell, and they continue the original set in the process of product promotion, that is, relationship marketing with customer service, befriending and giving kickbacks. The key to how much doctors use drugs and whether they use them depends on how much they pay and how they relate to medical representatives, not on the efficacy and quality of drugs. The concept and specific implementation methods of academic marketing and the benefits brought by the implementation of academic marketing to enterprises are still unclear, especially after the national anti-commercial bribery policy directly points to the sale of drugs with money, which will be a serious problem faced by pharmaceutical enterprises. Medical marketers should immediately recognize the grim situation they are facing, that is, the previous marketing strategy is not a question of good effect, but a question of whether it can be carried out under the premise of national policies. Therefore, the author thinks that pharmaceutical marketers should adhere to the legitimate relationship marketing strategy, strive to keep up with foreign pharmaceutical companies, learn and develop academic marketing, and combine the two to rapidly enhance their brand image and brand competitiveness under the premise of excellent drug quality, and strive to promote the forward development of pharmaceutical marketing.

first, the role of academic marketing

summarizing the domestic and foreign pharmaceutical sales markets, the long-term benefits brought by academic marketing model to pharmaceutical enterprises are obvious and huge, which are mainly reflected in the influence and sales of pharmaceutical brands, which strengthens the core competitiveness of pharmaceutical enterprises in the same industry and lays a solid foundation for the healthy and sustainable development of pharmaceutical enterprises.

1. Academic marketing is conducive to creating a good brand image and enhancing the brand influence of pharmaceutical enterprises

In today's pharmaceutical market, brands, as intangible assets of enterprises, are playing an increasingly important role in current economic activities, and the marketing power of brands in product sales cannot be underestimated. Those companies with good brand image have strong appeal in the market and ideal natural sales, so a good brand image is the foundation of healthy and sustainable development of enterprises and a magic weapon to win market competition. Pharmaceutical companies use academic conferences and social welfare activities to strengthen their brand image.

2. Academic marketing can improve the sales of pharmaceutical enterprises' products and lay a solid position in the pharmaceutical market

At present, prescription drugs with leading single product sales in the world, such as Lipitor (Lipitor, Pfizer), Zoeor (Svastatin, Merck) and Losee (Losec, AstraZeneca) all promote their products through academic marketing. These companies carry out academic propaganda, carry out academic activities and sponsor academic conferences with rigorous scientific argumentation.

After several years' efforts, a number of blockbuster drugs have been created. In the domestic pharmaceutical market, for example, Hepudin, a product of GlaxoSmithKline, also established its stable leading position in the field of liver disease treatment drugs by virtue of academic marketing.

3. Academic marketing can ensure the sustainable development of pharmaceutical companies.

In my opinion, academic marketing of drugs is to promote products by strengthening the functional nature of products and conveying the core values of products to doctors, and the realization of sales depends on the influence of the company's product brand rather than the emotional maintenance of a business person. In this way, pharmaceutical enterprises don't have to worry about the shrinking or interruption of the company's business volume caused by the departure of a medical representative in a certain market and taking away the original customers or customers no longer using the company's products, so as to realize the continuity of product sales. Similarly, the company can also select staff with professional knowledge or train employees who are familiar with the company's product knowledge, and quickly hand over the market to these employees so that they can continue to maintain the company's academic marketing activities to ensure the continuity of the company's business activities. Of course, it is inevitable that pharmaceutical companies will have limitations in marketing prescription drugs by academic promotion, such as slow sales growth, but in the long run, the sales foundation formed by this marketing method is solid enough to make up for the short-term slow effect.

second, the methods of implementing academic marketing

the main purpose of implementing academic marketing for pharmaceutical enterprises is to establish their own brand image and publicize the core selling points of their pharmaceutical products, which can be effectively realized by various methods.

1. Adopt various marketing methods for academic promotion

Pharmaceutical enterprises should combine the actual situation of their products and adopt corresponding activities. First of all, pharmaceutical enterprises should invite experts in related fields as spokespersons of products to carry out academic education for doctors at different levels; Secondly, pharmaceutical enterprises can sponsor relevant academic conferences of medical institutions and disseminate product information through keynote speeches and visual images; Thirdly, pharmaceutical enterprises can fully publicize the products in the Phase IV clinic after they are marketed, select representative hospitals, and strengthen the characteristics of products through interactive communication between the company and doctors.

2. Use various media for academic promotion

First of all, pharmaceutical enterprises should organize specialized staff to create internal publications to introduce the latest www.lwkoo.Com research results of the company's product knowledge, and organize employees to study regularly, so that the company's medical representatives can know their products in time through this publication. If they want to publicize externally, they should start with the publicity of employees and create a good academic atmosphere within the company first. Only in this way can medical representatives explain the company's products to customers. Secondly, pharmaceutical enterprises should make use of magazines, internet, internal publications, materials, outdoor and other print media to carry out academic publicity on their products. Because professional media can pave the way for academic marketing of pharmaceutical companies in breadth. The content of communication should be based on the selling points of products, and at the same time, it can be combined with hard advertising of products.

3. Use various academic conferences to promote the company's products

Pharmaceutical enterprises should set up a special application mechanism for academic conferences, and provide comprehensive support such as funds, academic materials and conference equipment for academic conferences organized by medical representatives.

medical representatives should choose the right time to hold departmental meetings and in-hospital meetings in the corresponding departments of the hospital to actively promote the company's products. At the same time, actively participate in provincial conferences, national academic conferences or product recommendation meetings, annual meetings of medical associations, pharmaceutical societies and health systems, and seize every opportunity to do a good job in recommending the company's products. For example, some pharmaceutical companies have a series of standardized application mechanisms for medical representatives to apply for departmental meetings and in-hospital meetings in hospitals. As long as medical representatives apply, the company will immediately give funds and other related support once they are approved. As long as medical representatives organize customers to participate in relevant academic annual meetings, as long as they apply and get approval, the company will verify and reimburse the expenses of medical representatives attending meetings after the meeting. In various academic conferences, especially the departmental meetings of hospital counterparts, the number of people is small and the academic environment is good. Enterprises should often use this opportunity to arrange special academic representatives to give lectures on product knowledge at departmental meetings and do a good job in actively discussing the company's products, which is conducive to the audience's comprehensive acceptance of product knowledge.

references:

[1] Liang Li, Lei Jian. Differentiated selling points and cases of academic marketing [J]. Medicine World, 27(6).

[2] Zhang Yihan. Academic marketing: there must be flowing water from the source [J]. Medicine World, 27 (1). < p