2012 otc marketing breakthrough strategy.docVIP

 PAGE \* MERGEFORMAT 8 2012 otc marketing breakthrough strategy Currently, close to the end of 2011, the relevant pharmaceutical industry policy frequently introduced, such as the official website of the Ministry of Science jointly developed ten departments lt;lt;medical technology development, ‘second five’gt;gt; one of its priorities include the need to further increase investment in science and technology field of medicine. upcoming medical policy, as well as ‘bio-pharmaceutical industry,’ second five ‘gt;gt; and lt;lt;Medical Device Industry and Technology Development Plan 2011-2015gt;gt;, these national planning and policy are the new medical reform a clear signal to further deepen the State management of drug use and will further increase, while the second Chinese R amp; D drug development or attached great importance to these policies will be gradually reflected in the pharmaceutical industry marketing. As the leading national policy, the domestic market is gradually Otc occurrence of changes in the policy environment and market environment changes, simply relying on price competition in the market era has begun into the competitiveness of relying on the product itself, relying on brand competitiveness and rely on OTC marketing professional competitiveness up. The classification of drugs from the national point of view, the current drugs can be divided into basic and non-drug-based medicine, however, the production and distribution companies from the OTC view, the actual operation, the division of drug and non-tender for the tender drugs are more reasonable. Tender drugs, primarily based medicine with complementary varieties, tender sales have their own characteristics, which the government-led component is very large, rather than tender varieties in the current situation, mainly rely on market competition. then the dimension of OTC drugs can be from the business to be divided up: the operation of the tender varieties of OTC and OTC non-tender varie