Research On Optimization Of Lipitor Retail Marketing Strategy In South District Of Viatris Company

With the continuous promotion of China’s pharmaceutical reform policies,the proportion of hospital sales channels in the total drug sales continues to slowly decline,and the proportion of retail pharmacies in the total drug sales is expected to reach 40% by 2030,surpassing the proportion of hospital channels and becoming the largest drug sales market.As a multinational pharmaceutical company,all of its products in China are original research products,which are gradually withdrawn from the hospital market due to the influence of national policies.Among them,the sales volume of Lipitor,the largest product,decreased from 13 billion yuan in 2015 to 3.5 billion yuan in 2021.Meanwhile,Lipitor’s gains in the retail market have not nearly made up for the loss of overall sales.From the perspective of the indications of Lipitor,the huge consumer group of chronic diseases,especially patients with dyslipidemia,has exceeded 400 million,including 130 million patients with hyperlipidemia.Epidemiological analysis shows that the patient population has a trend of continuous increase and younger age.In this context,by reviewing the marketing strategy of Lipitor in South China in the retail market,it is found that Viatris paid much attention to the hospital channel in the past but ignored the market layout of the retail channel.No matter from the internal organizational structure and external terminal promotion strategy of retail pharmacy,in particular,the attention on online O2 O in the retail market has not been timely and effectively optimized along with the adjustment of industry policies.As a result,Lipitor in the retail market is too dependent on the outflow of patients from hospitals.After the dividend of hospital expert prescriptions and outflow of patients gradually disappeared,the retail market failed to realize the increment to make up for the loss of sales.This paper attempts to analyze the current marketing strategy environment of the retail market in South China,combined with the customer survey of the retail market and applies the marketing theories such as STP and 4Ps,from the environmental analysis to the analysis of the causes of the current marketing strategy,and finally to the optimization of the retail marketing strategy of Lipitor in South China,in order to provide the basis for the long-term sustainable development of the company.This paper puts forward new ideas for the promotion of the original-developed chronic disease drugs in the retail market,and improves the accessibility of original-developed drugs in the retail market for the majority of chronic disease patients.