Academic Marketing decryption.docVIP

 PAGE \* MERGEFORMAT 13 Academic Marketing decryption The moment, academic marketing, pharmaceutical marketing gradually become hot. In particular, policy definition, so that pharmaceutical companies that bottom heart. June 12, spokesman for the Ministry of Health statement: management of the field of medicine purchasing and selling commercial bribery, will establish long-term working mechanism. And clearly show that ‘welcome to the normal communication between clinical operations’. The author believes that the academic marketing is to take the prescription drug product characteristics and clinical value of the core, refining, selling competitive products, through multiple channels and target audiences (mainly doctors) to communicate to achieve maximum customer value (raise the level of prescription, optimization treatment programs), the eventual realization of product promotion sales, and ultimately brand loyalty marketing mode. Popular Point wrote: is to use the academic to drive product sellers. Previous prescription drug marketing model, the pursuit of short-term quick-impact, ways to bring gold sales personnel to promote mainly the lack of systematic approach; even more emphasis on long-term effects of academic marketing goal is enduring profitable approach to the push-pull combination of focus on short-term sales and brand effect of the accumulation of more integrated care. Can be said that the purpose of academic marketing is to create a mature and efficient marketing system, through the downstream integration of up R amp;amp; D resources, academic resources, human resources, channel resources, quickly and efficiently bring new products to market-leading products made or ‘blockbuster’. Analysis of growth in the history of the foreign pharmaceutical giants, the case did not dare. So, the establishment of academic marketing system, from which point of start? My analysis, concluded that the market environment, academic marketing, can be summarized i