Research On Marketing Strategy Optimization Of Gene Testing Products In K Company

With the continuous improvement of people’s quality of life along with the economic development,the demand for health is more and more strong,and the industry related to life and health has emerged.At present,modern biotechnology is widely used in clinical medicine,and it has become a new technology to promote the development of the world economy.Pharmacogenomics is an important part of modern biotechnology,and its clinical value is embodied in personalized medication guidance,which needs to be realized by genetic testing.With the deepening of scientists’ research on pharmacogenomics,some drug-related genes have been gradually developed into pharmacogene testing products by enterprises,which are used in precision medicine,including disease prediction,treatment and diagnosis.Personalized drug genetic testing belongs to the category of precision medicine and is a necessary means to achieve precision medicine.It has epochal significance in the development of clinical medicine and is ushering in an important opportunity for its own development.K company has been to precision medical treatment as the core business,always focus to the study of pharmacogenomics and is committed to promoting the transformation and application of clinical drug gene detects the line of business for many years,is one of the top domestic earlier in the project,the market share is relatively high,but with the scale enlargement of K company and to increase the market share,the growth of the initial energy slowly fade,The growth rate has been slow in the past two years.Again due to genetic testing field received extensive attention of the international community,so in recent years,the official policy emerge in endlessly,the field is capital,genetic testing industry,more and more capital into drug market increasingly competitive,K company if not timely situation,adopt suitable for the current development of effective marketing strategy,not only hard to increase sales,And it will be hard to hold on to existing market share.In view of this,the motivation of this study is to explore the appropriate marketing strategy for drug gene testing.The contents of this paper are mainly composed of the following parts: First,in order to establish the theoretical basis of the study,the concepts and theories of related drug gene testing and marketing strategies are discussed.Second,based on STP theory and 4Ps theory,porter’s Five Forces model and PEST analysis model are used as research tools to analyze and study the status quo and problems of K Company’s marketing strategy step by step.Through the analysis of the macro and micro environment,internal and external environment of K Company’s gene testing market,Regardless of its political and economic environment or social and technical environment,K company’s personalized pharmaceutical genetic testing products have significant advantages in the current relevant market,and the market competition is also very fierce.Through the analysis of K company’s marketing strategy,it is found that there are some problems,such as unreasonable product structure,no regional differences in pricing,poor and single channel control,and lack of diversification of promotional activities.Thirdly,according to the market segmentation of K company’s pharmaceutical gene testing products,the target market selection and market positioning are carried out,and a series of strategic optimization schemes are proposed from the four dimensions of product,price,channel and promotion in view of market problems.In terms of product strategy,it is necessary to optimize the personalized drug genetic testing packages,establish the genomic database of Chronic disease patients in China through case collection and scientific research cooperation,and improve the core competitiveness of gene testing products for chronic disease drugs.In terms of price strategy,regional differentiation and combination pricing strategies are adopted to meet the needs of different consumer groups.In terms of channel strategy,in the protection of the interests of the existing agents to form a Marketing Department and growing at the same time,gradually replacing agent market,on the other hand is channel innovation,increase the Internet cooperation to realize online synchronized offline,through the search engine optimization(seo)the precise genetic testing positive drugs "exposure",Provide target patients with the knowledge of the necessity of gene testing for precise drug use,so that patients can know more about the probability of gene testing for precise drug use for diseases,and fully understand the advantages of K company’s gene testing products for precise drug use,so as to establish brand recognition.In terms of promotion strategies,diversified investment in promotion activities should be increased.In addition to personnel promotion and academic promotion,educational activities related to patient education tools,publicity and popular science knowledge related to drug gene testing should be increased and scientific research cooperation programs should be planned to achieve the purpose of promotion.Fourthly,in order to ensure the implementation of K company’s marketing strategy optimization plan for psychotropic drug gene testing,a series of guarantee measures were formulated,including the establishment of efficient marketing team,the establishment of a sound marketing system,the construction of a perfect marketing network,and the strengthening of corporate culture construction.Through research,a set of marketing strategies and safeguard measures suitable for K company will be formed to enhance the core competitiveness of the enterprise and establish the brand image to achieve long-term development.Taking K Company as the research object,this paper attempts to explore the feasibility of marketing strategies for K company’s drug gene testing,and provides theoretical and practical guidance for marketing strategies in this field or related fields,which has certain research significance and value.