A Study On Marketing Strategy Of Pfizer’s Hypertensive Drug In Jilin Province

With the coming of aging society, high blood pressure patients show ascendanttrend, our country the number of hypertension has exceeded two hundred million, andincrease annually by10million, high blood pressure will bring including stroke,myocardial infarction and cardiovascular events complications, to the society andfamily cause serious medical burden. Hypertension disease in China has its owncharacteristics, the specific performance of the high rate of, awareness and controlrates low characteristics, hypertension prevention and control the grim situation, thehigh blood pressure drug demand is also increasing year by year, so high bloodpressure drugs more and more intense competition.First this paper in three aspects analyzes the Pfizer high blood pressure medicinejilin market environment: the first analysis of the pharmaceutical industry legalenvironment and medical security system, from the drug centralized bid procurement,forced to lower prices and drug distribution system reform, and promote the analysisconclusion-the original pharmaceutical enterprise marketing model must have afundamental adjustment, to keep up with the steps of policies and regulations; Thesecond analyses the high blood pressure medicine market consumption environment,channel choice for high blood pressure medicine sales is very important, the vastmajority of consumers is to go to a hospital and pharmacy choice, therefore enterpriseto do bigger and stronger drug market, not only to understand the medical system,also want to focus on medical system reform; The third analyzes the jilin provincehigh blood pressure medicine competition environment, in the five kinds of highblood pressure medicine, basically well-known foreign companies have their own brand, and state-owned enterprises imitation, Chinese traditional medicine also hasdozens of, all kinds of high blood pressure medicine competition present incandescetendency, and Pfizer’s high blood pressure medicine market share not dominate.Secondly from Pfizer high blood pressure medicine product marketsegmentation and target market selection, market positioning to make paper. In themarket segmentation, Pfizer at present three kinds of high blood pressure medicinecovers new hair hypertension monotherapy, joint application and elderly and specialgroups treatment needs; Pfizer high blood pressure drug target market adoptedcentralized target market strategy, is also the covering major cities including get thehospital cardiovascular division of the imperial palace department; Including Pfizercomplex live xi market position as\"3g declaration\", up to a market positioning forhypertension combined high blood fat patient, the proud jotham positioning forpowerful ARB preferred drug.Once again in4p principles for Pfizer high blood pressure medicine marketingmix strategy to make paper. From product development may launch renin inhibitorsto expand Pfizer high blood pressure medicine brand quantity, fill the gap in themarket, and Shanghai three common company promote common proud jotham,through the imitation to realize brand localization; In the price strategy, Pfizer toestablish a brand image, to distinguish between competition breeds; From themarketing channels, Pfizer chose the Chinese medicine holding such high qualitydealers, and through the incentive training, and other ways to increase near eachother’s sense of cooperation and friendship. From the promotion mode, Pfizer takeacademic promotion and relationship marketing mode to suit the needs of differentcustomer groups,Finally this paper expounds the Pfizer high blood pressure medicine marketingstrategy implementation safeguard, from regional management, the governmentcommunication and cooperation, talent introduction and development keep three aspects to ensure the implementation of the strategy. Pfizer build a sales verticalreport and market flat report, regional management mechanism for the specificperformance in jilin province level according to the city set up points regionalmanagement, in the enterprise culture advocate\"the host culture\"; Pfizer healthactively participate in all kinds of projects, from the\"Chinese cardiovascular healthengineering\" to\"grassroots health comprehensive reform symposium\", favorable topromote understanding between the government, cooperation and communication;Pfizer through the campus recruitment, headhunting company, professional trainingand provide diversified development ways to establish a professional and efficientmarketing team, this is to achieve the sales target the most advantageous safeguard.