Research On The Marketing Strategy For Drug A Of S Group

With the growth of population and aging in China,cancer has become the leading cause of death and an important public health problem in China.The treatment of tumors is also changing rapidly.New therapeutic methods emerge one after another.Drug treatment is still the main part of the treatment of cancer.As a part of the original patent medicine is not competitive in the country,the cost of treatment is higher,which aggravates the economic burden of the patients and the cost of social medical treatment.The new products of generic drugs will break the pattern of exclusive market and reduce the medical cost of patients and society.The new products of generic drugs not only face competition with original research patent drugs,but also compete fiercely among many approved generic drugs.How to make the new drugs stand out from many competitive domestic markets,expand new markets and expand market share is a challenge for many pharmaceutical companies.The successful introduction of new products to the market,and continuous growth,for the supply of pharmaceutical companies,can also take back the early investment and continue to profit,bringing significant social and economic benefits.In this paper,we take S group A medicine as the goal,and research the marketing strategy of generic products.Through the analysis of market environment and competition analysis that A drugs are coming into,combined with the advantages and disadvantages of enterprises and drugs,the SWOT strategic matrix is used to analyze the different opportunity points after the A drugs are listed.At different stages after listing and listing,we need to focus on strengthening market development,research ability,operation ability,sales ability,brand operation and management ability.By studying disease characteristics,patient flow data and prescription decision behavior analysis,we innovatively carry out market segmentation,target market selection and positioning.On the basis of China's approval,it is located in the second line of breast cancer and selective frontline chemotherapy in the market,and efforts are made to make A drugs the most abundant brand in the domestic evidence-based medicine.Based on the above analysis,combined with the product life cycle theory,we plan the marketing strategy and marketing strategy of new products.On the premise of the clear target of listing,the A marketing strategy is put forward: the product strategy based on medicine driven,the pricing strategy based on the competition driven,the channel strategy based on the self mode and the promotion strategy based on the academic marketing.In order to ensure that the marketing strategy can be effectively implemented and implemented in the process of the new product listing,it is suggested that the enterprise should strengthen the organizational structure,team formation,professional training,incentive assessment,continuous investment and enterprise culture construction.The results of this study lay the foundation for the successful development of the new prescription drug products of S group,and provide reference for other pharmaceutical enterprises to make marketing strategies for the new products of prescription drug products.