Research On Marketing Strategy Of Pfizer Anti-tumor Drugs Under New Medical Reform Policy

In recent ten years,with the rapid development of China’s economy and society,China’s population structure is gradually aging,and the incidence of malignant tumors is gradually increasing.Malignant tumors have become the main cause of death in China.In recent years,a series of new anti-tumor drugs have been put on the market under the policy of national medical reform to encourage innovation.They have better efficacy than traditional drugs and have gradually been widely used in clinical treatment of cancer.Of new antitumor drugs in patients in order to meet the strong demand of accessibility and timeliness,countries in recent years intensive for the national health talks,centralized procurement,encourage innovation with drugs of autonomous research and development,the revised scope of the national basic medical insurance reimbursement,and a series of reform measures,aims to promote fair and drugs,reduce the economic burden of patients.At present,the national medical insurance negotiation and procurement policy with quantity have been normalized and expanded,basically involving all treatment fields,which has brought a huge impact on drug marketing of pharmaceutical enterprises.In recent years,global well-known enterprises such as Pfizer,Sanofi,Astrazeneca and Roche,as well as domestic well-known enterprises such as Hengrui and Qilu have laid off employees and restructured their structures due to drug procurement or not being included into national medical insurance.The influence of the new medical reform policy on the development of pharmaceutical enterprises is unprecedented,for pharmaceutical enterprises,how to optimize the marketing strategy under the medical reform policy,do a good job in the product mix is very key.At present,there is a lack of research on the strategy optimization of pharmaceutical enterprises under the dual medical reform policy,especially the empirical research on the change of personnel layout and product marketing strategy.Therefore,this article used the literature research,find the analysis of the national pharmaceutical policy,marketing and other basic theory,the cited literature review new antitumor drug herceptin into health care benefit patients before and after the change of the quantity,according to Pfizer aibo new did not include health insurance benefit patients with the case of change,to illustrate the drug accessibility to the effects of drug promotion.By means of insider interview and patient questionnaire,this paper analyzes the influence of current medical reform policy on pharmaceutical enterprises and patients,and gives some suggestions for pharmaceutical enterprises to adjust their strategies.Using 4P marketing theory and Porter’s five Forces model,this paper analyzes the current marketing situation of Pfizer breast cancer and finds out the opportunities and challenges in the marketing process.To sum up,the optimization of Pfizer breast cancer marketing strategy is to do a good job of differentiation promotion of existing products and accelerate the launch of new products.In terms of price,continue to optimize the accessibility and improve the charitable drug donation policy;In terms of channels,more access to prefecture-level hospitals,cooperative promotion of grassroots hospitals,and the realization of remote drug purchase and medical insurance reimbursement in Internet hospitals;Promotion,enhance professional promotion ability,optimize the promotion mode of meeting and visit,etc.At the same time,in order to ensure the implementation of the optimization strategy,the author puts forward the following measures: accelerating the introduction of new products,continuing to strengthen customer relations,strengthening the team ability,building a high-quality corporate culture,and retaining staff.This paper analyzes and optimizes marketing strategies based on the current situation of the author’s company under the background that many pharmaceutical enterprises are faced with medical insurance negotiation and procurement policy with volume,which has certain reference significance for other enterprises to develop marketing strategies in similar environments.