论营销策略.docx
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论营销策略.docx
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论营销策略
论营销策略
英国启航论文
摘要Abstract
在经济飞速发展的今天,美国制药市场俨然成为所有的制药公司溢价销售的市场所在地之一。
这就成功解释了为什么在美国制药市场上依然有那么多的制药公司冒着产品失败的风险依然坚持长时间的创建、开发、测试、批准、营销和分销药品。
制药公司之所以花如此大的价钱去研究开发新型药物,开拓药物的种类,就是希望能够在贫瘠的美国制药市场获得高昂的利润。
但是,值得一提的是,制药公司不得不接受美国联邦食品药品监督管理局的规定与监督,他们生产、营销都必须在美国联邦食品药品监督管理局的监督管理之下进行。
不仅如此,制药公司还要受到H卫生维护部门和和社会保障部门的限制。
在过去的五十年里,,制药公司针对处方药先后出台了多项营销策略,包括直接吸引了终端消费者增加获利的可能性,以及对整个社交和互联网网络进行营销。
Pharmaceuticalcompaniesspendlargesumsofmoneyinthetime-consumingresearchanddevelopmentofnewdrugsandthenewclassesofdrugs.EachcompanymarketingintheUSseeksthepossiblepayoffofstaggeringhighprofitswhichispossibleontheirpatentedmedicines.BecauseofthelackofpriceregulationinthemarketingenvironmentintheUnitedStates,theUnitedStateshasbecomeapremiumsalesmarkettargetedbyallpharmaceuticalcompanies.Thisexplainsthecontinuedwillingnessofeachpharmaceuticalcompanytopersistthroughtheentirelongprocessofidea,creation,development,testing,approval,marketinganddistributiondespitethehighpossibilityofproductfailure.
ThepharmaceuticalcompanieshavehadtoadditionallycontendwithmoreUSfederalFDArules,regulationandoversightintheUnitedStatesfortheentireprocessbeforereceivingclearancetostartmarketingtheirdrugproduct.OtherinfluenceslikeHMO'sandSocialSecuritycaplimitsaffectprofitabilitystructure.Overthelastfiftyyearsnewermarketingstrategiesbypharmaceuticalcompaniesonprescriptiondrugsincludeadirectiveappealtotheendconsumertoincreasetheoddsofmakingcorporateprofitsandamarketingfocusonsocialandinternetinteraction.
前言Introduction
Pharmaceuticalcompaniesproducespecializedmedicaldrugmaterialdesignedtofillaneed.Thesepharmaceuticalcompaniesareusuallymultinationaloperationslocatedinkeycountriesaroundtheglobe.Manyhavegrowntobecomecompletefacilitiesthatattempttodotheentirespectrumofresearch,develop,testandfinallymarketthesubjectdruginordertoreapthewholebenefitspossiblefromtheentirecycle(Kaitin,2010).Thepharmaceuticalindustryhasshownovertimethattheyhavethecapabilitytoincreaseconsumerperceivedvaluewiththeiruniquedrugproductsusingtheirownsuccessfulplansfortimelymarketing.Butbecauseoftheseoldandnewfactorscausingcumulativehurtles,anewtrendinmarketinginthepharmaceuticalindustryisnowtoadditionallymarketdirecttothecustomer,forexample:
TVadvertisingspotsshowinganewsuperiordrugproductwhichhasspecialfeaturesmakingitdirectlyappealingtoaconsumer.Changesinbasicmarketingstructuretacticswillbeevaluatedforthekeylevelsofpressurefromtheseinternalandexternalfactorsasthesepharmaceuticalcompaniesseektoaddresscontinuingongoingproductfailurerates,increasingUSregulationandtheeverpresentpotentialcompetitionfromothersinsidetheirownindustry
Thistrendhasbeenanaturaldevelopmentoverthelasthundredyearsorso.Thisisreasonablebecausethesameresearchthatproducesonedrugmayproduceanentireclassofdrugsformarket.Confidentiality,control,patentsandoversightgivethesepharmaceuticalcompaniestheoversight.Italsoallowseachpharmaceuticalcompanytokeepmaximumcontrolofalltheirconnectedenvironments.Andbycontrollingthesethefinalmarketingeachcompanyachievecontinuesthecycleofgivingthemostcontroloverthedrugforthemarketingcampaign.
ThedrugindustryoftencompetesworldwideandondifferenteconomiclevelsbutinsomespecificterritorialmarketsliketheUnitedStates,pricingstructuresarenotpresetbythegovernmentandthereforethefreemarketsetsitsowncompetitivestandardsforpricinggivingthepossibilityandmostoftentheprobabilityofhigherdrugpriceswiththeresultantbiggerprofitlevelopportunities.HowevertheseareoffsetbyrigorousstructuralstandardguidelinessetbytheFDAthatmustbecompliedwithforanydrugsoldormarketedtotheUSpublic.
Inthepast,drugcompaniesinUnitedStates,marketedtodoctors,hospitals,nursinghomesandsometimesmiddlemancompaniesastransitionalhandlersofthenewestproduct.MarketingdrugsintheUnitedstateshasnowchangedasdevelopersarenowtargetingconsumersdirectlythroughtelevisionspots,onlineadvertisingandinprintads.Thedirectappealistomaketheendpointconsumerawareofthenameofthedruganditsbenefits.Theobjectistohavetheconsumerbecomefamiliarwiththetradename,askforthedrugdirectlyfromtheirdoctorthusboostingtheinitialsalesofthenewproductandcreatingareadymarket.
行业历史IndustryHistory
Marchetti&Schellens(2007)outlinethestructuresofdevelopmentshowingittobecomplexandexpensive.Notonlydoesthepotentialclassorspecificdrughavetobediscoveredorcreated,ithastoshowpromiseforcertainillnessordisease,thenpharmaceuticalresearchcanproceedthroughcertainphases.Pharmaceuticalcompanieshaveahistoryofcostlyproductfailures.Generallythere'sthreeclinicalphrasesandallthiscantakeupwardsof15yearstocomplete.AdditionallytheFDAhastrendedoverthelastdecadetocreatinghigherpressuresagainstdrugcompaniesbynotapprovingasmanynewdrugsformarketing.Theprobabilityoddsarethatanyspecificdruginearlyclinicalphasehasonly8%chanceorlessofeverbecomingpublic(FoodandDrugAdministration,2006)(Kummar,2007).IntheUnitedStatestheU.S.FoodandDrugAdministration(FDA)hassoughttocontrolthedrugsavailabletoAmericansbecauseofthenumberoftragediesthathaveresultedinbirthdefectsordeaths.Themosthighlypublicizedincidentwasinthemid-1960sandthedrugwascalledthalidomidewhichforpregnantwomenoftenresultedinseverebirthdefects.Asanendresultofpublicoutragecreatinggovernmentalpressures,thepharmaceuticalcompaniesareoverseenatalllevelsandmustnowsuccessfulclinicaltrials.Lamb(1998)writesthattestingprotocolshavebeenstandardizedandonceclinicaltrialsarecompletedthereisaanalysisperiodwiththeendresultbeinganapplicationtotheFDAcalledanNDA(newdrugapplication)whichcontainsallthetechnicalinformation.
Overthelastfortyyears(1970's-2010)andnowin2011differentialforcesareinoppositiontotheendsofpharmaceuticalcompanies.Environmentalandsafetyissues,newtechnologies,mergersandtheriseofmanagedcareandhealthmaintenanceorganizations(HMO's)havealleffectivelychangedtheenvironmentthat'spharmaceuticalcompaniesoperatein.additionallyin1997theFDAchangedregulationsrelatingtothepresentationofrisklevel.ThisactionintheUnitedStatesopenedthedoorforpharmaceuticalcompaniestodirectlymarkettothepublic.ThisfreedomforthepharmaceuticalcompaniesisoffsetbytheFDAstillhavingoversightsurveillanceofthespecificphasesandclinicalapproval.TheFDAmustapprovethedrug.Afterthedrugismarketedthereisoversightforcontinuedcompliancebythepharmaceuticalcompaniestoensurealow-levelofsideeffectsduringmarketing.PostapprovalbytheFDAcomessolelyafterthisperiod(Silverman,2011).
Pharmaceuticalcompanyspendingonmarketingexceedsthatspentonresearch.[3][22]In2004inCanada$1.7billionayearwasspentmarketingdrugstophysiciansandintheUnitedStates$21billionwerespentin2002.[4]In2005moneyspentonpharmaceuticalmarketingintheUSwasestimatedat$29.9billionwithoneestimateashighas$57billion.[3]WhentheUSnumberarebrokendown56%wasfreesamples,25%wasdetailingofphysicians,12.5%wasdirecttoconsumeradvertising,4%onhospitaldetailing,and2%onjournalads.[4]IntheUnitedStatesapproximately$20billioncouldbesavedifgenericswereusedinsteadofequivalentbrandnameproducts.[3]
Althoughpharmaceuticalcompanieshavemadelargeinvestmentsinmarketingtheirproducts,overallpromotionalspendinghasbeendecreasingoverthelastfewyears,anddeclinedby10percentfrom2009to2010.Pharmaceuticalcompaniesarecuttingbackmostlyindetailingandsampling,whilespendinginmailingsandprintadvertisinggrewsincelastyear.[23]
历史上的营销HistoricalMarketing
Pharmaceuticalcompanieshaveemployedvariousmethodsofmarketingtheirproductsandthisideacanbeunderstoodbythephrase“Howwouldyouliketobeinanindustrywhereyourbuyersareuninformedaboutyourproductandalmost100percentinsensitivetoitsprice?
”(TheBusinessEdgeConsortium,2010).Formanydecadesthiswastrue.Aroundthemid80'sthisstartedtochange“Theresultoftheseindustryconditionswasimpressiveprofitgrowththroughthemiddleofthe1980s.Withsignificantbarrierstoentry,docilesuppliers,powerlessbuyers,almostnothreatofsubstitutes,andlittlerivalry,thepharmaceuticalindustryinthe1980swasjustaboutasperfectanindustryasonecouldimagine.Givenitsattractiveness,theindustryattractedtheattentionofgeneticandmolecularbiologyscientistsandtheventurecapitalcommunity,whosawitsappealandthoughttheirrevolutionaryapproachestodrugtherapycouldattractenoughmoneytoovercometheformidableentrybarrierstheindustryenjoyed.
Thus,asscientificadvancesinbiotechnologytookhold,numerousentrepreneurialcompanieslikeGenentechandAmgenwerefoundedtocommercializenewscientificbreakthroughs.Genentech,thefirstbiotechfirmhavingcommercialsuccess,developedaproteinthatbrokeupbloodclots.Amgen'sfamousmolecularbiologyusedrecombinantDNAtoproduceerythropoietin,ahormonethatincreasesthesupplyofredbloodcellsinanaemicpatientsundertreatmentforcancerandotherdiseases.By2000,erythropoietinwasgenerating$2billioninsalesandanother$3b
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