Missing rely on branding pharmaceutical marketing Duolu Breakout.doc

 PAGE \* MERGEFORMAT 9 Missing rely on branding pharmaceutical marketing Duolu Breakout The new regulatory policies led to new marketing thought: With the ‘drug manual and label regulations’ and’ With regard to further standardize the management of drug names notification ‘of these two regulatory policies issued, drug trade name used to limit drug marketing by the’ one drug over ‘into the’ multi-drug an ‘era, what brand communication as a carrier of drug marketing major topics have been placed in front of a number of pharmaceutical companies. Restricting the use of trade names, brand differentiation disaster has The revised release of ‘drug instructions and labeling regulations’ requirements: the smallest unit of packaging in the drug case, the commodity name, common name of the word size shall not exceed 1 / 2, and can not be with the common name counterparts. In short, from the implementation of this provision, the consumer one looked, pharmaceutical packaging will be the most striking common name of the drug. At the same time introduced the ‘on further standardize the management of drug names notification’ also emphasized that: In addition to new chemical structure, the new active ingredient, as well as the patents held by pharmaceutical compounds, other varieties are not allowed to use the trade name. This means that previous formulations by means of reform, changing specifications submitted for approval ‘medicine’ and has a trade name of the situation will be improved. Pharmaceutical Marketing problems faced by the original is ‘more than one medicine’, with a ‘Compound Paracetamol and Amantadine Hydrochloride Capsules’ the drugs, but have different trade names: Hainan Asia’s production is called ‘crack’, Chongqing, Corey produced called ‘a sense of promise’, Hunan, CommScope’s called ‘fast-kang’ ... ..., different companies can be done in different ways according to product brands. Once the restrictions on the use of trade names, generic drugs, generi