A Research About The Marketing Of The Multinational Pharmaceutical Companies For Prescription Drugs Under The New Health Care Reform Background

In2009, the State’s New Health Care Reform (NHCR) has promulgated and implemented. This reform has both opportunities and challenges for pharmaceutical companies. Scale, intensive, features and internationalization will become the development trend of the pharmaceutical companies, face of such enormous pressure, and reflect the original marketing strategy, how to find out the more suitable marketing strategy in such situation, is become the key of the pharmaceutical companies’ survival and development in future.This paper is starting from the theory of marketing management, carried out a description and analyzing about the domestic and foreign pharmaceutical enterprises prescription drug marketing strategies. Put forward that there are the opportunities and challenges under the new health care reform before the multinational pharmaceutical companies, and overview of the multinational pharmaceutical companies’ status of prescription drug marketing strategy. Pointed out the multinational pharmaceutical companies marketing of prescription drugs, and find out the solution to the problem.Through the paper, I cite and analysis a case about the A product which is the exclusive production by L company. Made a thorough description of its market position, background, marketing strategy. Under the NHCR, this paper pointing out that new exploration about the marketing of product A, from doctors, patients and internal company.