Research On Marketing Strategy Of Sintilimab Injection Product,XD Bio-Pharmaceutical Co.,Ltd

As the incidence rate of tumors increases year by year,cancer patients suffer from the disease deeply.Although chemotherapy stabilized the disease,the damage to the body is irreversible.With the development of society and the improvement of people's health awareness,the continuous iteration of treatment plan is an inevitable trend.Monoclonal antibodies are widely concerned because of their advantages such as small side effects and long-lasting efficacy.Imported monoclonal antibodies are expensive,so it is particularly urgent to develop affordable monoclonal antibodies for patients.With the introduction of the national innovation policy,the biomedical field seized the opportunity to insist on the combination of independent research and development with high-quality imitation,and has made great breakthroughs in tumor drug innovation.XD Bio-pharmaceutical Co.,LTD focuses on research and development,and is a representative company in the domestic independent research and development of bio-pharmaceutical enterprises.In December 2018,the company's first self-developed monoclonal antibody drug,Sintilimab Injection,was approved for listing,with the first indication approved was relapsed/refractory classic Hodgkin's lymphoma(r/r cHL).Based on the theory of 4Ps,this paper takes Sintilimab Injection as research object and expounds the company's current marketing strategy from four aspects: product,price,place and promotion.In product aspect it has the idea guidance,the expansion indication,the cooperation makes up the shortcoming board;In terms of price,is mainly medical insurance negotiations;In terms of place,there are traditional in-hospital drug purchase,DTP pharmacy,and overseas market equity transfer;In terms of promotion,it is mainly the exchange of new members of Shuxiang,academic promotion and public welfare marketing.Subsequently,it was pointed out that the company's existing marketing strategy has problems such as insufficient brand marketing,insufficient channel sinking,weak online marketing,and poor government negotiation.This paper uses PEST,SWOT and other analysis tools to analyze the marketing environment of Sintilimab Injection,and provides a basis for the next step of optimization.Under the background of Internet and big data,this paper fully considers the life cycle stage of Sintilimab Injection,optimizes the product marketing strategy,and puts forward brand marketing strategy,channel extension marketing strategy,Internet + database marketing strategy andgovernment negotiation strategy.In order to ensure the smooth development of the marketing strategy,the author puts forward the guarantee measures such as personnel,system,technology and culture.Finally,summarize the paper and point out the shortcomings in writing.The research object of this paper is relatively new.The concept of glocal(global+local)mentioned in this paper,as well as the transfer of rights and interests in overseas markets,price for quantity,member for purchase,DTP pharmacy and other contents are worth learning and reference.The strategy mentioned in the optimization scheme can also be referred to in other product marketing.It is hoped that the writing of this paper can provide some help to the marketing of other monoclonal antibody drugs which will be on the market soon.