The Research On The Marketing Strategy Of Anticancer Drugs Of R Company

Since the implementation of reform and open policy in China,the staggering growth was seen in the market of anticancer drugs.Especially in the last decade,outstanding breakthrough has been made in this market in terms of the increasing number of approved listing of patented anticancer drugs in China,as well as the expanding disease areas covered of these drugs.As a prescription medication,anticancer drug is of extraordinary significance for human health,not only can it prolong patients' life,but also relieve the pain and improve the quality of life.With the outbreak of GSK pharmaceutical's anti-corruption incident in 2013,the problem of intense competition in the pharmaceutical industry has become increasingly prominent.At the same time,a large number of blockbuster drug patents were set to expire,followed by mass emergence of local generic drugs,coupled with the rising costs of innovative drug R&D,as well as the strengthen of compliance policy leading to the increasing costs of internal management and marketing activities,MNC pharmaceuticals are confronted with unprecedented challenges in China,which adds a sense of urgency of making revolution and optimization of the existing marketing strategy so as to cope with the impact of the external environment and market changes.As the market leader in the anticancer industry such as MSD,BMS,Johnson & Johnson and etc.,have opened up to explored the road of diversified marketing strategies in the circumstances of stalling or even declining business growth.However,how to improve company's competitiveness by the implantation of diversified marketing strategies to shorten the R&D process,save costs and finally lead to competitiveness improvement? How to implement effective marketing activities to promote drugs to healthcare professionals while minimizing compliance risk? How to integrate a large number of medical content through a unified platform? These are the issues that must be considered.The purpose of this research is to help the market leader R company to analyze the environment of China's cancer industry,and to explore the feasibility and necessity of R company's implementation of diversified marketing strategies by drawing lessons from the successful cases of MSD,and then to come up with comprehensive programs and suggestions,such as diversified product positioning,flexible pricing,close-loop online marketing,diversified dealer+DTP model and other strategies to achieve performance improvement.Through in-depth research,it's found that the problems and shortcomings of marketing strategies of R company's anticancer products are of representative and reference significance to the entire industry and other MNC pharmaceuticals.The first two chapters introduced the research background and environment of China's anticancer pharmaceutical industry.The problems of traditional marketing models,as well as the advantage of diversified marketing strategies were introduced.Chapter 3 analyzed the current situation and problems of R company's marketing strategy,in order to arrive at the necessity of the diversified marketing strategy in Chapter 4.The effectiveness of diversified marketing strategy was further proved by the case study of MSD.Chapter 5 made detailed recommendations for R company's implementation and precautions thoroughly.And the last chapter concluded the research results and came up with further direction.