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The drug marketing planning philosophy shall create the concept in accordance with “common sense”.

Date:2016-08-26 11:49

Tips: From market alternation and concept guidance of varieties and brands, explore the development and change of the doctors’ medication habit, and see attribute and advantages and disadvantages of competitive varieties and brands. From the doctor interviews, form a unique perspective, discover opportunities and refine concept.
The purified water can be obtained from the ordinary water after removing ions. Similarly, the drug planning needs to filter the redundant information to obtain the purified medicine concept, that is, a process to discard the dross and select the essential and realize differentiation. How does such concept come? A very simple pragmatic concept is to sort out the history of drug treatment in this treatment sector. As an old saying goes, “with history as a mirror, you can know rise and fall of dynasties”. In the history of the prescription category, hide the truth of category and brand marketing.
Specific brand is safer.

From market alternation and concept guidance of varieties and brands, explore the development and change of the doctors’ medication habit, and see attribute and advantages and disadvantages of competitive varieties and brands. From the doctor interviews, form a unique perspective, discover opportunities and refine concept.

For example, in this segmented category, is the medication guide formed? Is the conventional treatment combination formed? Are there any prescription habits recognized and received by regions, even by the whole nation? How do the doctors prescribe for such categories or brands? How do they recognize category and brand nature? According to the product FAB, explore if there are concept pointcut.
The training slides of most of drugs, in general, categorize therapeutic areas or drugs of diseases, and then compare our own varieties with them, that is, conventional reflection of the above-mentioned thought. Although such thought is human nature, don’t turn a blind eye to it. In truth, the marketing seems “common sense”.
In the conceptual tips, analyze the category concept firstly. If the category has no representative concept, you shall grab the category concept firstly, design brand concept, and prevent in advance and follow up to separate it. If the category has representative concept and has formed cognition, you shall use creative brand concept to separate it from main competitors.
In the long run, if you have a specific brand concept when you contact with a doctor firstly, it is relatively safe. Not all new drugs can build a category independently. The key is how the doctors categorize and cognize. In category, how to define your own varieties is a kind of skill. Sometimes, you shall consider the competitive environment, up-to-date progress or industrial trend at various life stages of the products. PPA event was a typical event. In face of the withdrawal of CONTAC, a large number of products gave out such concept: “containing no PPA”. Just because of huge change of then cognition environment, PPA was used to determine the category concept.
Stable theme positioning
Once the drug concept is determined, the drug concept shall be used in spreading your logic around this theme, including argument system, argument listing, etc. of the whole DA and training slides.
Heptodin determines its concept as “inhibition of virus replication”. This is a kind of positioning appeal. Such preemptive positioning is not merely the category definition of the drugs at the technology level, but is based on “turning out cloudy” of the positioning of the competitive products. In the technology level, Heptodin is a nucleoside antiviral drug, but this is a supporting point.

TypeInfo: Pharmaceuticals Marketing

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