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In recent years, under the continuous implementation of a series of policies, such as "three-doctor linkage", "national collection" and "health insurance tender", the marketing system built by pharmaceutical companies in the past has been under constant attack.
industry believes that under the general trend, the industry's return to the value of the source is still the next decade or more of the pharmaceutical industry forward direction, only to continue to come up with new to deal with the ensuing pressure.
, innovation will also become the first choice for the development of pharmaceutical companies.
it is worth noting that the first thing to consider in a product innovation decision under the plight of an enterprise is how the product should be laid out.
Whether it is an innovative enterprise or a generic pharmaceutical company, whether an enterprise can settle into a truly respected enterprise, or in the history of China's pharmaceutical industry development, it depends to a large extent on whether the layout of the product line is planned and sustainable.
, after all, products are a powerful weapon of enterprise competition, is the core of marketing, product line planning is the basic guarantee of sustainable development and rapid development of enterprises, is the guarantee of marketing management and must.
Industry insiders believe that pharmaceutical companies in the planning of products, first of all, must be market-oriented, the target market to fully refine the stratization, the establishment of products and market segments one-to-one correspondence, through the rational adjustment of product structure, so that different products in the appropriate market to fully release the potential.
use the market segment approach to plan product lines, to ensure that each product has a clear positioning, for the market segment has a strong target, so as to avoid the product line between the conflict.
pharmaceutical companies should keep in mind that research has a say.
, for example, the market (mainly in the hospital market) drug use amount, variety, patient obedicy rate is high, the core of its marketing is the doctor's prescription choice.
, the market is often better suited to innovative products that are profitable and academically strong.
county-level hospital market, its drug development is more "lagging" than before, the academic requirements of the product is lower, the patient's price tolerance of the product is also weak.
, there will be more room for development for large varieties and affordable commonly used medicines.
In addition, since non-base pharmaceutical products are the future direction of development, pharmaceutical companies can focus on tumors, infections, cardiovascular and other hot areas, but also can consider a more specialized direction, such as pediatric product lines or psychiatric product lines.
Although overall, innovation is the focus of the pharmaceutical industry, but not every enterprise has the ability to develop their own innovative drugs or high-end preparations, so small and medium-sized pharmaceutical companies in the layout of product lines, can also rely on the purchase of introduction or multi-party cooperation.
in short, under the influence of new policy environment, new product listing, new international competition situation and other factors, both domestic and foreign pharmaceutical companies, will certainly adjust their product strategic direction according to factors inside and outside the market.
industry expects that in the future, under this trend, pharmaceutical companies for the layout of product lines, or there will be more new operations.