Research On The Optimization Marketing Strategy Of Novartis Chronic Disease Products In Shenzhen Community

In recent years,China's aging is becoming more and more obvious,and the number of patients with chronic diseases such as hypertension,hyperlipidemia and hyperglycemia is increasing year by year.The government's medical financial expenditure is also increasing year by year.With the introduction of the national twoinvoice system,4+7 with quantity procurement,national centralized procurement and other pharmaceutical policies,the development of foreign-funded pharmaceutical companies in China is facing severe challenges,many patented drugs expire,the state supports domestic enterprises to independently copy production,reduce prices and reduce the overall national medical expenditure.As a primary health service institution,community health service center is an important part of national public health and medical services,which integrates prevention,health care,rehabilitation,health education,family planning and medical treatment,and actively undertakes the social responsibility of reducing the total medical expenditure of the country.In the product structure of Novartis Pharmaceuticals,the products in the field of chronic diseases are the most dazzling.As a result,in response to the national policy of implementing the first-visit system for chronic disease management at the grass-roots level,Novartis Pharmaceutical Community Team came into being.However,the marketing model of Novartis pharmaceutical large hospitals is not suitable for the majority of community health service centers,so the marketing strategy design of Novartis pharmaceutical for community health service centers is an important issue for enterprises to break the situation and continuously improve their marketing competitiveness.In order to meet the needs of general practitioners,community residents and patients with chronic diseases in community health service centers and to build the goal of community ecological value chain,the paper adopts the research methods of literature research and questionnaire survey,and takes integrated marketing theory and value chain theory as the research basis and guidance.The optimization and implementation of Shenzhen community marketing strategy of Novartis pharmaceutical chronic disease products are explored in depth.The research process of the paper,through data analysis to present the current marketing status of Novartis Pharmaceutical Chronic Disease Products Community Team,with the help of in-depth interviews with front-line sales staff,to find out the existing problems in the current marketing strategy and the attribution of the problems.Through the data interpretation of the questionnaire survey,this paper deduces the optimization strategy of community marketing,that is,to give full play to the advantages of regional linkage,to introduce differentiated publicity,to expand KOL marketing,to improve the technical system of community marketing,to optimize the community marketing management system and to build a community marketing interactive system.It also puts forward that we should realize the guarantee measures of marketing strategy optimization in three aspects,namely,organizational structure,policy and financial support,and personnel capacity.The research on the community marketing strategy of chronic disease products of Novartis Pharmaceutical Co Ltd consolidates the marketing practice under the mode of enterprise community marketing,and will play an important application guiding significance for the future community market development of enterprises.In addition,community marketing will be the most potential marketing model for chronic disease products,how to design marketing strategies in line with community health service centers on the basis of taking into account the multi-interest demands of community ecosystem,will provide reference and guidance for the marketing innovation of the pharmaceutical industry on the basis of combining theory with practice.