浅析我国医药企业处方药销售转型之路
摘 要
随着我国医药行业的蓬勃发展与人口老龄化因素的影响，我国医药企业将拥有十分良好的发展前景——目前我国处方药销售额在全球药品销售市场中的约占65%的比重,在国内的药品销售市场占有的比率更是高达85%。面对如此诱人的前景，我国医药企业应该适时调整营销策略以迎接机遇。自2009年3月18日，国务院办公厅下发《医药卫生体制改革近期重点实施方案（2009-2011年）的通知》起，连续7年来中央接连出台多部通知或办法，加强了政府对药品招标、采购流程的约束力，逐步建立并完善药品价格形成机制……无不催生着我国医药企业处方药营销现状的变革。面对如此严峻的挑战，我国医药企业急需开辟出一条处方药营销新途径，完成自身的转型升级。本文对我国医药企业处方药营销的现状进行了概述与分析，提出目前我国处方药销售行业所存在的问题，并列举三类适合于本土医药企业的处方药营销策略。同时以湖北欧立制药有限公司处方药销售转型为案例，为我国医药企业向学术推广方向转型提出建议，希望能借此为其他企业提供参考，为我国本土医药企业的处方药营销带来新的机遇。
关键词： 处方药销售，学术推广，转型
Shallow xi our country medicine enterprise transformation of prescription drug sales
ABSTRACT
With the development of the pharmaceutical industry and the degree of the aged phenomenon becoming more serious in our country, the pharmaceutical enterprises has a very prospective future. At present, the sales of the prescription drugs dominates the global business with a 65 percent market share, and it up to more than 85 percent in China. Faced with the tempting prospect, the pharmaceutical enterprises need adjust marketing strategies, to suitable for this opportunity. Since March 18, 2009, the General Office of the State Council promulgated the “Notice of the general office of the State Council on medical and heahhcare system reform implementation plan (2009-2011) Notice”,for seven years, the central successively come up with a number of notification. It binding on both the drug bidding and purchasing procedure, and has established and improved on its formation mechanism of drug price. It produces the reform of the prescription drug selling in pharmaceutical enterprises in China. Predictably, the competition of our country’s pharmaceutical field will be crueler and fiercer. Faced with such serious challenges, the intestine pharmaceutical enterprises need to exploit a new approach for selling prescription drugs and completing the upgrading are worthy of analyzing. This paper summaries and analyzes the present situation of the prescription drugs selling in pharmaceutical enterprises in China and raising the existing problems,and proposes three suitable for local pharmaceutical companies of prescription drug marketing strategy. Meanwhile, this paper uses the transformation of Hubei Ouly Pharmaceutical Co. Ltd. as a case, analyzes the transformation strategy of the model of the prescription drugs selling. Hope this paper can provide reference for other enterprises, and bring new opportunities for the prescription drugs selling in pharmaceutical enterprises in China.
KEYWORDS：prescription drugs selling，Academic promotion，Transformation
目 录
2 我国医药企业处方药营销现状及存在的问题……………………. 4
2.1 我国医药企业处方药营销模式现状…………………….. 4
3 我国医药企业处方药营销模式转型的策略……………………… 8
4 湖北欧立制药有限公司处方药销售转型的案例分析…………….. 11
4.3.1 学术推广与产品定位相匹配……………………. 13
4.3.2 学术推广与市场地位相匹配……………………. 13
4.3.3 学术推广与产品特点相匹配……………………. 13
