本土药企营销为何要走外企的路子（Local pharmaceutical marketing, why should go foreign companies approach）.docVIP

本土药企营销为何要走外企的路子（Local pharmaceutical marketing, why should go foreign companies approach） An exclusive interview with medical manager 2011 issue Sixth Three layers of marketing Ma Baolin put the medicine marketing is divided into three levels: the first level is the government level, to solve the price, medical insurance, bidding, into the directory and so on; the second level is the level of marketing management, including marketing strategy and marketing platform, platform marketing refers to the marketing team, running the machine structure, channel network platform and hard process system policy soft platform consisting of third levels; terminal promotion level, to solve the doctor, patient identification. He said: the first threshold level to solve the problem; the second level to solve the direction, power, logistics and logistics problems, the final product to the hospital; third level decision of sales, the doctors agreed to patients, expect products can be big, long, and do not get tired. In Ma Baolins view, the marketing of drug marketing, especially prescription drugs, is to solve three flow problems. The first is the logistics, whether training team of agents or self marketing team, first of all is to spread; second is the money flow, essence of commercial behavior was to have the interests of the drive; and the flow of information, drug brand development, need to pass out information, understood, identity, love, this is called information flow. With the deepening of the thought to be a full range of combat experience, Ma Baolin summed up his Markov product center theory: after the competition of medicine enterprise is sixteen words: hand products, hand capital; plastic brand, strong management. You can attract big capital with good products, You can buy good products with big capital. In the gradual convergence of marketing model, the product is the focus of competition. Ma Baolin also created a series of proven models to illustrate his marketing philos