Qiao-edge position to avoid competing products.docVIP

 PAGE \* MERGEFORMAT 11 Qiao-edge position to avoid competing products Moderator: Kikyo Case: Positioning clever edge to avoid competing products Case provided by: Dong Ji-ye Special Comment: Yang Changshun (now e Pharmaceutical Marketing Manager) Dong-Ping (prescription drug marketing From EMKT. planner) Xiao Li is the S Corporation’s investment manager, M Province, the company flagship product S capsule is cardio-cerebral vascular disease treatment drugs, belonging to an exclusive health insurance products, have a greater competitive advantage, but in a local hospital sales of the top three have been unsatisfactory. Through research, Alan found these products at this hospital each month should have 2 million boxes of prescription volume, S capsules sales accounted for under normal circumstances should be about 5000 boxes. S capsules similar products mainly include three, 2 of which is the exclusive product, a product is a generic medicine. Poor single-ingredient drug products, mainly by hanging gold sales, the lack of academic promotion, not rivals; the other two exclusive products are medical insurance products, and 10 years earlier than the S capsule listing, price, academic promotion and product awareness are better than S capsule. Xiao Li agents and by some doctors of the hospital contact, through the conversations of these two doctors found that the efficacy of competing goods, pretty, especially in the treatment of severe cardiovascular and cerebrovascular diseases, such as cerebral thrombosis, stroke, myocardial infarction and other efficacy thanWell . This discovery enabled Li very excited, because S capsule targeted hyperviscosity and hyperlipidemia patients, ie patients with mild cardiovascular and cerebrovascular diseases, focusing on the prevention of stroke, cerebral thrombosis, stroke, myocardial infarction occurring. This S capsule with a distinction between competing products and found his new position. So, Mike immediately of this si