Nuggets anti-tumor market integration of medical services marketing.doc

 PAGE \* MERGEFORMAT 25 Nuggets anti-tumor market integration of medical services marketing Anti-tumor medicine and health products market has become a hot market, long-term growth. Accurately grasp the anti-tumor market dynamics, and scientific decision-making marketing strategies, to develop a marketing model fit into the relevant market, the key to determining success. 1, dialysis, anti-tumor Market 1, the market size. Currently in the world and even China, cancer has become the second leading cause of death. World Health Organization in 2001, the world’s cancer incidence and mortality rates compared with 1990 increased by 22%, the next 20 years will be increased by about 50%. Epidemiological studies suggest that cancer mortality in China is not only a clear upward trend, according to China’s Ministry of Health statistics, the 20th century, 90 years of China’s cancer incidence rates have risen to 127 cases / 10 million people. In recent years, China’s annual new cancer patients 160 ~ 170 million people, as of 2006 the total estimated 9.6 million people. With so many cancer patients, forming a large anticancer drug market. 2, the market characteristics. Anti-cancer market is a narrow niche market, but the demand is greater than the supply market. Is also a higher margin pharmaceutical market. Compared with other pharmaceutical market, the channel has its particularity. Traditional major markets in the hospital, to go through a doctor recommended. With the fierce market competition, many businesses and products (mainly traditional Chinese medicine and health care products) began by setting up counters in the form of direct-to-patient marketing. This market characteristics and purchasing behavior of consumers are unique. The core of the consumer there is an immediate, short-term nature, or as long as several years, while a few short months, doomed to a short-term consumer behavior. This is a direct impact on the overall market behavior and decision-making,