Research On The Construction Of Academic Marketing Model Of Biological Products Of Company C

According to the World Health Organization(WHO)Cancer Research Agency(IARC)in 2020,new cases of cervical cancer in China reached 110,000 with about60,000 deaths.HPV infection is a major factor in inducing precancerous lesions and cervical cancer,posing a serious threat to the health of Chinese women.As the important drugs of disease prevention,cancer treatment and anti-tumor,biological pharmaceuticals can effectively solve the above problems.However,the expense promotion,relationship marketing,network marketing and other marketing methods of traditional biological products in order to achieve the sales target of the year,the pursuit of short-term profit,there are social problems such as information shielding,inadequate service,rent seeking,lacking the establishment of long-term stable marketing system,which brings risks to the business operation.In addition,the market is full of similar products such as disinfection product and medical apparatus and equipment,which is very difficult for the users to identify.Low-quality products are affecting the consumption of high-quality products,which not only affects the therapeutic effect of the patients,pushes up the treatment costs for patients,but also distracts the main business focus of biological products enterprises,and affect its high-quality development;It has also damaged the social atmosphere,increase the social contradictions between patients,hospitals and drug manufacturers.It is urgent for biological pharmaceuticals to break the barriers of information asymmetry and achieve the high integration of Industry-University-Research,and marketing.Pharmaceutical research,development,production and marketing urgently need deep academic participation.Therefore,academic marketing is very important for the marketing of biological pharmaceuticals.On December 1,2020,the State Food and Drug Administration issued the Administrative Measures for Medical Representatives(Trial),officially implemented,strengthening the management of medical representatives,standardizing the academic promotion of drugs,and requiring medical representatives to return to the academic standard.Enterprises should timely adjust the drug sales strategy to academic marketing,which further proves the urgency of academic marketing.In the past research on drug academic marketing,few literature has really combined "academic" and "marketing" for systematic research,resulting in the following key questions remained unanswered: How to play the core role of academic promotion in biological products marketing? How to set up professional academic marketing team which internal management process and evaluation method are matched with in upstream production enterprises.How to carry out academic promotion activities? This paper attempts to theoretically bridge the gap between "academic" and "marketing".Based on the characteristics of biological pharmaceuticals,putting academic,production,marketing,clinic and end customers into one system,taking the case of company C’s marketing of biological products protein drugs interferon suppository to research on the construction of biological products academic marketing model and provide a clear modular industry marketing "operation manual".The research problem has important economic and social benefits,and the proposed biological products academic marketing model has a broad application prospect,thus it has more important theoretical and practical significance.First,this paper systematically summarizes and reviews the research results of classical marketing theory,academic marketing theory and marketing effect evaluation.Next,define the key concepts and terms used in this paper and further introduce the theoretical analysis tools used in the following text.Then,describe,summarize and refine the current situation of China’s biological products industry and the problems in the marketing process of biological products enterprises;After that,by using the methods of case study approach,survey research and the comparative analysis,further divide the development process of biological products marketing of company C into stages to evaluate the marketing effect of each stage,summarize the experience and problems in the marketing process of biological products.Above all,Build a set of biological products academic marketing module system that can play the role of academic marketing.The academic marketing module system of biological products developed in this paper can be used as an industry case to provide a model for academic marketing in the same industry.The research conclusion shows that,first,academic marketing will become the mainstream model of biological products marketing in the new development stage;second,the construction of academic marketing model is a "trinity" project integrating strategy,academia and information;third,the construction of academic marketing model is a "top-down" systematic engineering.Specifically,biological products enterprises can establish academic marketing mode through the following steps: integrate academic marketing into enterprise strategic framework,construct internal academic marketing system from "top-bottom";develop diversified academic promotion methods,establish clinical effect database and medical consulting network platform;use balanced score card for marketing strategic performance evaluation;establish industry-university-research-marketing cooperation platform and professional academic marketing team.Biological products enterprises should establish brand reputation with clinical data,promote marketing with academic scientific research results,and use the Internet as an information communication platform.