杨昌顺点评医药经济报营销案例老药如何新生（Yang Changshun comment on pharmaceutical economics newspaper marketing case, old medicine how newborn）.doc

杨昌顺点评医药经济报营销案例老药如何新生（Yang Changshun comment on pharmaceutical economics newspaper marketing case, old medicine how newborn） Case: Xiling Snow A pharmaceutical is a veteran enterprise with 50 years of pharmaceutical experience. There are more than 100 kinds of prescription in the product structure. The total sales volume of the enterprise is 500 million yuan. The existing A pharmaceutical sales team of more than 400 people, divided into primary care line and new product line of the two department. Generic line sales core varieties, concentrated in the cardiovascular field. Among them, the high blood pressure variety V is a fist product, accounting for 80% of the companys sales. The new product sales division, which is responsible for the new endocrine drugs, has been operating since 2008. V is a generic chemical drug, relying on dosage forms leading, cheap, early market, and made a first mover advantage, followed by the original research manufacturer, sub market, has been the well-known brand of generic drugs for many years. In recent years, sales have remained at the scale of 400 million yuan. But companies have been in trouble recently, and the product has barely grown. After analysis, the main reasons include: 1. hospital terminal stagnation. Before 2007, the amount of retail and hospital bills was about 4:1, which has now reached 7:1. This shows that the development of hospital terminal work is not smooth, and the proportion of new consumers is declining, which is a great crisis signal for the development of enterprises. 2., competition is becoming increasingly fierce. On the one hand, the original drug manufacturers using the brand, academic advantage, public relations activities, began to attack the low-end market; on the other hand, the various forms of the same generic drugs, began to force competition, competition for market. 3. price system confusion, Cuanhuo serious problem. Many local agents to V products as cash, channel price system disorder, Cuanhuo ph