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论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2014-08-22编辑:felicia点击率:9789
论文字数:4029论文编号:org201408171300307586语种:英语 English地区:澳大利亚价格:免费论文
关键词:营销策略制药公司市场营销marketing stratgespharmaceutical companies营销环境
摘要:本文是一篇市场澳大利亚营销留学essay。制药公司为了获得最大的利润,花大笔钱花大量的时间进行药物研究,开发新型药物和药物的新类。在美国市场上的每个公司都想通过他们所生产的专利药物寻求可能产生的惊人的高回报利润。本文简要分析如何通过改变营销策略以促进利润最大化。
Aside from the influx of generics, the pharmaceutical companies also saw a wave of biotechnology competitors enter their industry - Genentech, Amgen and many others - suggesting that economies of scale meant less than they used to, and that barriers to entry, while still high in absolute terms, were dropping, thanks in part to the availability of venture capital. Further, the biotech companies' new science-focused research model, known as rational drug design, stood the traditional approach to drug discovery on its head. These drug companies worked backwards from known disease biochemistry to identify or design chemical ‘keys' to fit the biochemical ‘locks' of that disease.”
Traditionally they employed very effective strategies that includes educational sponsorship to cover the costs of continuing instruction for top medical personnel, sponsorship of articles in well-respected journal publications, providing free drugs samples to doctors and promotional gifts that include a corporate logo or specifics about a drug the idea behind the promotional marketing is to simply connect the new drug with an old medical symptom and encourage the writers of the prescription to fulfill the marketing cycle. www.51lunwen.org/marketing Promantally pharmaceutical samples are still given out to doctors as a promotion and marketing tactic and it works (Alexander, Zhang & Basu, 2008). A few generations ago these forms of marketing worked well for the pharmaceutical companies. However circumstances have changed. The FDA seeks to discourage the intimate connection between pharmaceutical companies and their pharmaceutical representatives is the connection to the doctors prescribing medicines, these days doctors see more patients and fewer pharmacy drug representatives, additionally there is a continuing trend by hospitals, doctors and pharmacies towards being conservative in their recommendations and prescriptions because of lawsuits of all kinds (Pharmaceutical Industry History, 2007). Medical drug malpractice suits in the US are rising. Fiscus (2008) writes that “ In the United States, the growing use of DTC a本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。