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DTC Marketing Model Application in the Pharmaceutical Industry

Author: LiuYunJiang
Tutor: YanHaiFeng
School: East China University of Science and Technology
Course: Business Administration
Keywords: DTC Marketing Prescription Drugs Terminal patients Hisun
CLC: F407.72
Type: Master's thesis
Year: 2010
Downloads: 245
Quote: 1
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Abstract


Chinese health care reform over the years , the results are not very satisfactory, while drug sales market problem is particularly prominent, domestic manufacturers homogeneity , lower -oriented product lines and a single medical representatives promotional mode makes drug sales environment is very confusing. The pharmaceutical market in the current environment, almost all of the pharmaceutical companies are facing marketing model can not break through the confusion . Chapter 1 Introduction This paper , first introduced the research background , purpose and meaning. The second chapter focuses on DTC marketing of pharmaceutical enterprises as the internal mechanism of a new marketing strategy . The third chapter discusses the U.S. pharmaceutical market conditions, introduced in the United States implemented a more advanced prescription drug DTC marketing model , and from the regulations, market put two respects with our prescription drug DTC marketing model comparison , discusses the introduction of DTC marketing model prescription drug sales on the domestic market opportunities . The fourth chapter Hisun as the research object , through the sea is medicine representative products in your field characteristics, and the market environment , the terminal patient status, comprehensive analysis, proposed DTC marketing programs. Through the practical application of DTC marketing model, to obtain the actual data to reflect its real value. Chapter V DTC marketing model to evaluate operational effectiveness , given management practices, the boot process , regulatory measures and public relations management and other aspects of a variety of proposals. Chapter VI summarizes the current issues are given prescription drug DTC marketing model future outlook. Because the public are increasingly concerned about their health , so they are more than ever want to learn more about drug information . Although DTC marketing model has yet to be started in our country for quite some time and try to run , but people 's attitude to it has increased with the level of education and the popularity of the Internet is increasingly being accepted by the pharmaceutical industry pharmaceutical DTC marketing will be the future sale of a trend.

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CLC: > Economic > Industrial economy > Industrial economic theory > Industrial sector economy > Chemical Industry
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