药品市场营销的新视野病程细分变量——营销新观点（New vision of pharmaceutical marketing segmentation of disease course -- new viewpoint of marketing）.docVIP

药品市场营销的新视野病程细分变量——营销新观点（New vision of pharmaceutical marketing segmentation of disease course -- new viewpoint of marketing） Market segmentation is to divide the market into different market segments according to a certain latitude, so as to help enterprises carry out target marketing and concentrate their efforts on the selected one or several market segments. The four commonly used variables of market segmentation are geography, population, psychology and behavior. But in the pharmaceutical marketing industry, more and more marketing planning, due to the particularity of the drug itself, the drug market segmentation, these four variables are often like boots Naoyang, often has little effect, the precision is not high. Drugs are directed at disease, and the ultimate needs of doctors and patients are to solve and alleviate disease. So in the pharmaceutical market segmentation, only considering the psychology and behavior characteristics, demographic variables of doctors and patients is not enough, the more important and necessary to consider the operational characteristics of disease and the corresponding treatment mode, in order to make marketing more precise and accurate sword. According to the years of drug marketing planning theory and practice summary, combined with the basic knowledge of medicine and pharmacy, that can be used for a course of disease development and treatment process of the new subdivision tool course of segmentation variables, it can make us from a new perspective to find drugs marketing blue ocean. I. Principles and requirements for fine drug marketing There are many kinds of diseases, which can be divided into acute and chronic diseases, severe and mild diseases, etc.. Different symptoms of pathological processes and pathological conditions and treatment of different modes, the complex process and mode to the doctors medication mode influence, also provides a sufficient and necessary condition for the course of subdivision. Take acute vener