百泌达在交大一附院的营销战略探究.doc

 PAGE \* MERGEFORMAT II 百泌达在交大一附院的营销战略分析 关键词：百泌达；SWOT分析法；销售策略  百泌达产品简介：本品用于改善2型糖尿病患者的血糖控制，适用于单用二甲双胍磺酰脲类以及二甲双胍合用磺酰脲类血糖仍控制不佳的患者。 SWOT分析法:S:目前在西安交大一附院的临床学术开展状况良好，临床使用评价尚好，患者的评价挺好。W:价格昂贵，工薪家庭和经济一般的患者无法承担高额费用。o:目前尚待开发的中小医院还很多，以及乡镇卫生院，社区医院。T:产品的专利保护期限马上到了，意味着更多的同类产品即将进入市场。销售策略百泌达降糖药物在西安交大一附院采取的营销策略是，以学术推广为主辅之以客勤推广。不定期的开科室推广会，使医生更加了解产品百泌达，增加对百泌达产品的使用信心，同时解决百泌达产品在临床使用的问题；客勤推广，经常拜访医生，解决医生在用药问题上的疑虑，维护好关系，保持销量Title Abstract Times New Roman Keywords: Key words: the secrete of; The SWOT analysis method; Sales strategy?The secrete of product introduction:This product is used to improve glycemic control in patients with type 2 diabetes, applicable to use metformin, sulfonylurea and metformin share sulfonylurea still patients with poorly controlled blood sugar.??SWOT analysis:S: now in xi an jiaotong university YiFuYuan clinical academic in good condition, clinical use of evaluation is good, the patients evaluation is quite good.??W: expensive, working families cannot afford the high cost and economic general patients.??O: a lot of small and medium-sized hospitals also it has yet to be developed, as well as the towns and townships, community hospital.??T: product to immediately, the period of validity of patent protection means more similar products entering the market.??Sales strategyThe secrete of hypoglycemic drugs in xi an jiaotong university YiFuYuan marketing strategy is to, in the promotion of advocate complementary to the attendance promotion. Dont open department meeting regularly, make the doctor know more about the product best secrete, increase confidence in the secrete of product use, at the same time solve the problem of the secrete of products in clinical use; Guest frequently, often to visit the doctor, solving problems, the doctor in medicine to maintain good relations, to maintain sales目录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc422222201 序言  PAGEREF _Toc422222201 \h 1  HYPERLINK \l _Toc422222202 研究背景  PAGEREF _Toc4222