The Prescription Drug Marketing Mode Of Beijing Laneva Pharmaceutical Co.

April6,2009China announced the "CPC Central Committee and State Councilon the views of deepening medical and health system," the new medical reform toallow expansion of China’s pharmaceutical market, but also has provided newopportunities for the pharmaceutical industry. New medical reform will encouragethe pharmaceutical industry’s new integration, which is the guiding role of nationalpolicy, but also the inevitable result. Survival of the fittest, pharmaceuticalcompanies should be timely adjustment of marketing strategies to adapt to policychanges.According to the strategic goals, Beijing Laneva Pharmaceutical Co. wouldenter into the ranks of hundred pharmaceutical companies in China within five years,and build the "Laneva" to first-class brand in field of gynecology in China. However,prescription drugs the agency marketing model is out of interest, and moved out ofthe market, so that Beijing Laneva pharmaceutical companies is difficult to achievesustained growth strategy, it is difficult to achieve the dream of building the brand,so the prescription drug marketing agency has become the subject of the study.The paper analyzed the research status of the domestic, foreign prescriptiondrug marketing mode, analysed the macro environment and industry environment ofBeijing Laneva pharmaceutical company. The Beijing Laneva pharmaceuticalcompany and it ’s present marketing situation is introduced, including its coreproduct, Laneva vaginal soft capsules6present marketing situation. The existingproblems of Beijing Laneva pharmaceutical company existing marketing model areanalyzed, and puts forward the prescription drug business agency system facing thedifficulties of the survival and development, the prescription drug marketing modefaces transformation. Then, depicting the prescription drug marketing mode of neworganization structure, marketing strategy and sales strategy. Finally, elaborated thespecific measures of prescription drug marketing mode transformation of BeijingLaneva pharmaceutical company, including the thawing of prescription drugsinvestment agent mode, the establishment and management of prescription drug newmarketing mode.