Research On POCT Promotion Of LP Co

LP Co. is a domestic high-tech company with R&D, production, sales of cardiac markers POCT product. It is a joint-stock private enterprise. The core competitiveness of LP Co.’s POCT product is a front technology of biological medicine which consists of antigen-antibody and immunochromatographic. Its typical products are immunoassay detector and compatible cardiac markers test kit. There are three kinds of cardiac marker test kits. The first type which include cTnl, M YO and CK-MB mainly reflects myocardial tissue injury, the second type is use to test the function of the heart, it contains BNP and NT-proBNP; the last type, as a marker of cardiovascular diseases, is called hs-CRP.Statistics show that500,000to600,000people die of cardiovascular disease in China every year, and there is a rising trend. The fact is that cardiovascular disease has already become one of the major diseases that endanger people’s lives and health. Restricted by traditional diagnostic methods,50%patients can not have a good early treatment, which leads to misdiagnosis or missed diagnosis. LP Co. timely launches POCT product, which is used to diagnose cardiac markers, and has greatly reduced misdiagnosis and missed diagnosis, provided a new choice of detection technology, and played an important role in early diagnosis and screening pathogeny of cardiovascular diseases. It is a domestic self-developed product in a real sense, its advanced technology, ease of use, and the diagnosis accuracy will have a far-reaching effect in this field.However, due to the technical level, as well as the shortage of domestic high-precision antigen antibody raw material, product research on the detecting method is still on a very low level at home, domestic testing items are less than the that in foreign countries. On the other hand, the cost of product manufacturing is expensive so that prices for the terminal customer keep relatively high, which restricts the product to be used in large quantities, and results in a relatively little market volume. Consequently, each enterprise doesn’t pay particular attention to the marketing of POCT products as well as the innovation of marketing methods. That is why POCT product is not yet fully promoted at present. However, with the development of technology, as well as the increasing amount that the state uses for patients medical cost subsidies, market capacity of POCT product will be expanded dramatically in1-3years, market sales will also be greatly enhance then.There are four advantages for researching on LP Company’s POCT product marketing. Firstly, it can sum up the successful comprehensive promotion programmes; secondly it can find out a new theoretical basis for LP company’s future development; Thirdly, it can find viable marketing ideas and methods for relevant biological pharmaceutical product; Lastly, it can contribute to domestic emerging biological medicine industry development. Nowadays, there are so many articles on the study of marketing products, but there are few researches on POCT, so the study of LP Company’s POCT product marketing and specific operation method have strong practical and representative meanings. In this paper, it provides a valuable reference for domestic POCT product manufacturers about marketing promotion, and it plays a certain reference role on marketing for other high-tech biological pharmaceutical products.