《突围》学术营销如何实效化（Breakout how effective is academic marketing）.docVIP

《突围》学术营销如何实效化（Breakout how effective is academic marketing） Academic marketing, is to take the prescription drug product characteristics and clinical value as the core, refining the competitive products selling point, through multiple channels and the target audience (doctors) communication, to maximize customer value (improve prescription level, optimization of treatment), and ultimately realize the sales promotion product, and finally realize the brand loyalty marketing model. The prescription drug marketing mode, the pursuit of short-term available, mainly to promote with gold sales, personnel, lack of system; academic marketing is more focused on the long-term effect, the target is lasting profitability, to push and pull together, pay attention to the short-term sales and brand accumulation, more integrated in between. It can be said that the academic purpose of marketing is to build a mature, efficient and authoritative marketing system, through the integration of upstream and downstream research and development resources, academic resources, human resources, channel resources, quickly and effectively bring new products to market, make leading products. The analysis of the growth of foreign pharmaceutical giants is a case in point. The author believes that the academic marketing can be divided into four parts: the academic activities of the media (breadth), academic activities Conference (depth), academic activities (precision), clinical academic activities (loyalty). A, media studies: breadth of communication, efficient driving There are three phases of prescription drug delivery. In the first stage, prescription drugs can be advertised in the mass media, when the strategy is mass media + terminal. In the second stage, the mass media ban on advertising, and prescription drugs to promote the main. The third stage, anti commercial bribery led to the hanging gold sales model shrinking, the media pulling status is increasingly important. Strategy transformation fo