Marketing Management On Prescription Medicines

The pharmaceutical industry is related to human health.With the development of social economy and medical system reforming,the competition of medicine is becoming more and more fierce.Especially for the prescription medicines,because of the characteristics of the products and professional customers,the development of marketing management is indispensable for pharmaceutical company,to not only serve the public but maintain the sustainable development of company.This paper analyzes the status quo of prescription drug marketing management in the pharmaceutical industry,shows author's personal experience by combined with the case study in M medicine management of D company.The main problems of M medicine in 2011 is unclear market positioning and weak brand equity.Through the external macro environment(PEST)analysis,M should focuses on the child market promotion;through the external micro environment(five model)analysis,M should mainly target the child chronic cough market;through the internal environment analysis,considering the limited budget M should position in the chronic cough market;while building the brand equity of M in the chronic cough market and conducting 4P strategy to spread the brand value of the product to the customers,M medicine annual sales achieved significant growth a few years later.The purpose of this paper is based on the marketing management theory,combined with the case study,to make external and internal environment analysis for targeting the market segmentation,repositioning the product brand and conducting the 4P management,to provide Chinese pharmaceutical enterprises with the useful inspirations and helps about marketing management of prescription medicine.