| In order to save the cost of medical treatment for the people,the National Healthcare Security Administration tends to be normalized,and the eighth batch of national centralized purchase is currently under way.After being included in the national centralized purchase,the average decrease of drug unit price is about 50%.The sales volume of the winning companies in the centralized purchase market tends to be average,and the total cost has decreased to varying degrees,which has greatly reduced the profits of pharmaceutical enterprises participating in the national centralized purchase,and pharmaceutical enterprises have entered the era of meager profits.The problem of Z Pharmaceutical Company is that after the main product calcitriol soft capsule was included in the national centralized purchase,the unit price of the centralized purchase market decreased,and the sales volume decreased.With the total cost slightly decreased,Z Pharmaceutical Company faced the risk of deficit.Considering that the cost reduction in the pharmaceutical industry is relatively small,the focus of the research is on how to increase the sales volume.The STP theory and 7T framework in the marketing management course are used to develop new marketing strategies for calcitriol soft capsules after the national centralized purchase,to avoid homogeneous competition and increase the sales volume,so as to have sufficient funds to maintain the research and development of drugs and the operation of the company and ensure the sustainable development of the company.On the basis of reviewing the relevant theories of marketing management,the paper collects and collates the internal data of Z Pharmaceutical Company and the websites of government agencies,pharmaceutical industry reports,periodicals and magazines,etc.by using the literature research method and questionnaire survey method,and analyzes the internal and external environment of the marketing of Z Pharmaceutical Company’s calcitriol soft capsules by using the PEST analysis model,Porter’s five forces model,SWOT matrix and other management tools,The marketing positioning of calcitriol soft capsules after the national centralized purchase is summarized as follows: the market division is extensive,the selection is single,and the positioning is no longer suitable for the new national centralized purchase form.The marketing strategy problems of calcitriol soft capsules are as follows:(1)Product homogenization competition is severe;(2)Lack of service awareness for patients;(3)No brand effect of Z Pharmaceutical Company has been formed;(4)Fixed pricing mechanism and lack of differentiated pricing mechanism;(5)Lack of effective incentives for doctors and distributors;(6)Mainly focused on centralized procurement market doctors and offline promotion,with insufficient promotion efforts and relatively single promotion channels;(7)With the centralized purchase market as the main channel,the sales of calcitriol soft capsules will be upgraded to dual channels under the promotion of Internet plus health and two ticket system policies,which may lead to dual channel supply chain conflict.After analysis,the paper believes that in order to increase the sales volume of calcitriol soft capsules of Z Pharmaceutical Company after national centralized procurement,it is necessary to develop marketing strategies for calcitriol soft capsules again,implement different marketing strategies for the centralized procurement market,DTP pharmacies,and chain pharmacies,and pilot online e-commerce platforms to maintain the company’s competitive advantage.The paper formulates a new marketing strategy for calcitriol soft capsules after the national centralized purchase from two aspects of increasing the sales volume of the surplus part of the centralized purchase market and increasing the sales volume of the new market.The specific process is to subdivide the market segmentation of Z Pharmaceutical Company into the centralized purchase market,DTP pharmacy,chain pharmacy,online e-commerce platform and other markets,and select the centralized purchase market,DTP pharmacy,and chain pharmacy as the first target market,the second target market,and the third target market respectively,Pilot online e-commerce platforms.The market positioning is to provide customers with highly effective,safe,and cost-effective osteoporosis drugs.(1)Implement a high consistency and quality strategy for products,responding to the high safety positioning of drugs by increasing the first pass rate;(2)Implement a strategy of increasing pharmaceutical services,based on the same price point,by increasing the professional pharmaceutical services of our company’s licensed pharmacists,in response to the high economic positioning of drugs;(3)Implement the brand strategy of Z Pharmaceutical Company,increase its visibility,and respond to the high safety positioning of drugs;(4)The differentiated pricing strategy based on Willingness to pay is to implement the national centralized purchase pricing,DTP pharmacy pricing,chain pharmacy pricing,and online e-commerce platform differentiated pricing based on Willingness to pay,responding to the high economic positioning of drugs;(5)Implement incentive strategies for doctors and distributors,encourage distributors to actively promote and respond to the high economic positioning of drugs;(6)Implement multi-channel promotion strategies,build online and offline multi-channel promotion,implement differentiated promotion among doctors,pharmacists,and patients,and create a customer health management platform for promotion;(7)Implementing a cross channel integration strategy of offline and online,we should not only deeply cultivate the centralized procurement market,expand DTP pharmacies,and develop chain pharmacies,but also develop online e-commerce platforms to increase the convenience of drug purchases.Based on the marketing practice of Z Pharmaceutical Company’s calcitriol soft capsules,and through research to help Z Pharmaceutical Company solve the marketing practice difficulties of calcitriol soft capsules,the research results will have practical guiding significance for the long-term development of Z Pharmaceutical Company,and have certain reference significance for pharmaceutical companies participating in national procurement in the industry in formulating and implementing marketing strategies. |
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