Poor drug innovation and new drugs targeting.doc

 PAGE \* MERGEFORMAT 13 Poor drug innovation and new drugs targeting History will prove that in July 2005, advertising review the interim regulations and the introduction of a new industrial policy for the whole industry, medicine and health products marketing, an eye-catching landmark piece of legislation. Decree not only a one time, throughout the pharmaceutical and health products industry, giving rise to a strong vibration and seismic response. It can be expected from 2006 onwards, and even the next decade, a profound significance in medicine and health products industry, will be opened the prelude to the revolution of marketing! Medicine and health products marketing, will be the integration of rapidly toward the orderly nature of the normative direction of healthy development. Therefore, it is obvious too, followed by, general medicine how to innovation, new drugs and how positioning, immediately pay the water, becomes a concern and we urgently need to be resolved one focus. Zheyu After 10 years of market planning real, settling a large number of practical operation experience, at this juncture, is willing to put forward our point of view to share with industry colleagues. 1, general medicine innovation What are generic drugs? This fact, the term endemic to China does not have a clear concept, generic drugs tend to refer to OTC drugs and has been widely used in clinical practice or the use of conventional medicine for many years, patent expiration, and any manufacturer can produce. Generic drugs typically have some common features, such as low-tech market enterprises on production or sales, product market entry barriers, relatively easy, low prices in clinical medicine has become a fixed habit. Therefore, the generic drugs competition is very fierce race to the bottom when sales become a major market, the means to compete with the new, special drug compared to the profits of generics also much lower, becoming one the biggest ‘tasteless’. In fact, few