Study Of Marketing Strategy Of Novartis Prescription Drug Aclasta

Medical industry is an industry about health,and also a sunrise industry.The continuous reform of the state's medical industry policy is gradually increasing social medical insurance coverage,making more people in urban and rural areas benefit from it.At the same time,it also brings new opportunities and challenges for pharmaceutical enterprises.With the healthcare reform in China,it becomes a focus question for all companies to find a way to take lead in the market and provide products and services to meet the market demands.Osteoporosis is a chronic disease.With the aggravation of the aging population in China,the problem of osteoporosis in the elderly is becoming serious.Failure to treat osteoporosis patients in time will lead to the occurrence of osteoporosis fracture,which seriously affects the quality of life of elderly patients.Novartis is committed to drug research in the field of osteoporosis,and its prescription drug Aclasta is the first-line clinical choice recommended by the guidelines of osteoporosis treatment.In recent years,Aclasta's market share has declined and sales growth has been sluggish.Firstly,this paper expounds the characteristics of prescription drugs and the concepts and theories of marketing,at the same time,the relevant marketing theories such as 4P and 4C marketing theory,PEST,STP and Porter's five-force analysis theory are systematically statedand,then analyses the current situation and problems of Novartis Aclasta's marketing.In this paper,marketing management theory is used to analyze the current situation of prescription drug marketing from three dimensions: macro-environment,pharmaceutical industry environment and osteoporosis drug marketing environment.Then,SWOT tool is used to analyze the strengths and weaknesses of Novartis' s internal environment,opportunities and threats of external environment of prescription drug Aclasta.Based on the analysis results,feasible strategies and plans are formulated.The STP analysis method is used to subdivide Aclasta's market,determine the target market and position the product.From the aspects of product,price,channel and promotion of 4P marketing theory,combined with macro-environment of pharmaceutical market,competition environment of osteoporosis prescription drugs and actual sales situation of Aclasta,this paper makes a systematic and comprehensive discussion and analysis,and re-orientates its market position.Finally,the Aclasta's marketing mix strategy is formulated,and the implementation and guarantee from the aspects of organizational functions,human resources,financial resources,skills training and team incentives are provided.Hope to improve the company's overall sales performance,while providing reference for pharmaceutical enterprises to develop product marketing strategies.