Medical network - on March 3, traditional Chinese medicine development once again usher in a shot in the arm - the new medical insurance directory proprietary Chinese medicine new varieties of 38. This let many Chinese medicine enterprise for the future full of expectation, are focused to seize the opportunity, gird ready to foster Chinese medicine major varieties. So, traditional Chinese medicine (TCM) of how to cultivate? Traditional Chinese medicine (TCM) big variety growth have rules to follow?
In close to the trillions of traditional Chinese medicine industry, how to get more big "cake" is Chinese traditional medicine enterprise strategic priorities. Today, the country from all levels to encourage the development of traditional Chinese medicine, the new medical insurance directory of traditional Chinese medicine has also become one of the biggest winners. So, seize the new opportunities to foster good varieties, Chinese traditional medicine to be one of the important strategy in enterprise marketing.
So, how those hundreds of millions of yuan level large varieties of traditional Chinese medicines is tempered? Relationship marketing? Brand marketing? Academic marketing? Traditional Chinese medicine (TCM) big variety growth have rules to follow? The author will take the heart of musk pills, for example, medica large varieties of the objective law of growth.
1, the "six force" -- the development of the enterprise key success factors
Chinese medicines, Chinese medicines, cardiovascular medicine is the most architectural market, nearly 23% of the possession of proprietary Chinese medicine market, market capacity of about 40 billion yuan, is capacity big, broad prospects. Cardiovascular proprietary Chinese medicine market, however, is also the most competitive market. According to statistics, cardiovascular disease, proprietary Chinese medicine up to 380, only include meters Intranet cardiovascular proprietary Chinese medicine hospital medical statistics is up to 223, including injection preparation of 24, 199 oral preparations.
Many products here, big, CR10 is as high as 53%. Oral products alone with compound danshen dropping pill, tongxinluo capsule, of musk pills, mondial effort kang, available kyushin pills, capsule, thrombosis, heart failure heart pulse ning representative brands such as proprietary Chinese medicine.
So many products, the enterprise should be how to effectively carry out marketing? Influence of doctors' prescriptions to choose and what is the core element of the growing influence product?
, the author through to the qilu pharmaceutical hengrui pharmaceutical, Yangtze river pharmaceutical, sunflower pharmaceutical, renhe pharmaceutical pharmaceutical companies such as research and analysis, it is concluded that the success factors affecting the development of pharmaceutical enterprises up to more than 20, but the key success factors mainly includes six aspects - product force, brand strength, leadership, marketing power, executive power and resources. "Six" still have difference, can be divided into three levels: enterprise to get rapid and healthy development, must be priority to the development of key success factors of "core" - product or brand forces, to ensure that "basic key factors of success" - leadership, at the same time, the coordinated development of "general critical success factors", marketing power, executive power and resources.
2, scientific research, product force at the core of the support
Since 2009, the industry policy tremendous impact on medical market pattern, especially the basic drug system, centralized bid procurement policy, price reform, reform of public hospitals, such as 3 d linkage to make pharmaceutical enterprise key success factors: the great changes in the high-end to further consolidate the hospital market status and market position gradually improve basic-level medical organization, thin product retail market position, academic research, barriers to access, and public relations will become the core essential factor which restrict the development of the enterprise; At the same time, scientific research is increasingly becoming the core of product support.
Heart of musk pills is a product of research and development in the 1970 s, belong to the coronary heart disease (CHD) proprietary Chinese medicine yiqi huoxue class, in the past many years sales are wandering in tens of millions of yuan. In nearly a decade, however, the heart of musk pill sales by leaps and bounds, the brand value of smashing release: from 2001, 60 million yuan in 2007 to 170 million yuan, 800 million yuan to 2012, ten times ten years of growth! 36.5% CAGR from 2007 to 2012. Cardiovascular proprietary Chinese medicine and far above the industry growth rate.
Both marketing and brand of musk heart pill are doing system. So, the sustained, rapid growth of the heart of musk pills intrinsic motivation is what?
With "heart of musk pills" for the subject retrieval "China hownet", can consult to the heart of musk pill technology with as many as 2402 references (as of July 18, 2016), different annual number of papers are as follows:
Can be seen from the figure 3, from 2004 years later, the heart of musk pills to flourish scientific research papers, more than 100 a year, after entering the 21st century, scientific research paper further measures, up to 200 or so each year.
Look from research institutions, national first-class university, the famous hospital high quality research has played a pivotal role. More valuable is a great number of famous western medicine institutions involved in a lot of research work.
Fund to support projects from a scientific research paper, heart of musk pills won national and provincial scientific research funds to support 141 projects, accounting for 5.87% of the whole thesis. The national level of up to 60 fund to support projects, provincial funds of 81 items. In other words, the scientific work of heart of musk pills have strong support from state funds, not only has numerous provincial funds support outside Shanghai, ZhongXingPengYue.
3, multi-disciplinary comprehensive - help Chinese traditional medicine western medicine research
Analysis the author found that there are many scholars of musk heart pill carried on the thorough research of the system, and a large amount of high quality papers published. According to the author, the author of the 6 above paper up to 26, more than 10 articles the author seven, 20 more than four of authors, 30 more than one of authors, more than 40 papers author one.
Analysis combined with the research unit, large western medicine research institutions such as Shanghai huashan hospital, shenyang pharmaceutical university, shenyang military region general hospital, Beijing anzhen hospital, author of the study published in the literature significantly greater than the number of traditional Chinese medicine research institute, shows that western medicine research institutions to the heart of musk pills may be more systematic and in-depth research work.
The author of a well-known research institutions, 65 papers (including all types of funds to support with 49) are analyzed, and its pharmacodynamic material basis, metabolomics, genomics, gene expression and angiogenesis research, especially in the area of angiogenesis research more deeply.
Heart of musk pills of pharmaceutical research also involves the pharmaceutical chemistry, pharmacokinetics, and pharmacy. Clinical evaluation are involved of musk heart pill to treat diseases such as coronary heart disease, myocardial infarction, heart failure is effective and safety evaluation. Shows, the study of heart of musk pills was very extensive, but focus more focused, focused on angiogenesis.
According to China central television (CCTV) on May 2, 2014 night ten sets of (CCTV10) "civilization password" reported that in 2004 of musk heart pill promote ischemic myocardial angiogenesis research results were published in the journal of Life Science, get the recognition and affirmation of western medicine, and became the first therapeutic angiogenesis of proprietary Chinese medicine.
In 2007, the company aimed at heart of musk pills to carry out the continuous in-depth system biology research, the results were published in the international famous systems biology magazine "Molecular Biosystems", again by medical experts both at home and abroad.
As innovation medicine, heart of musk pills for the first time to establish the integration of the whole group to learn of chemical systems biology and network biology research system, from material omics, genomics, proteomics, metabolomics Angle, expounds the mechanism of action. Among them, tsinghua university professor luo ga genomics research and second military medical university professor zhang wd of metabolomics research especially representative.
Experts through to the heart of musk pills material research, isolated from the 95 kinds of pure compound and identify its structure; Standard fingerprint is established at the same time, make its stable quality controlled and lay a foundation for the study of the system.
Thanks a lot, the system of scientific research, make the more than 30 years "old Chinese medicine" won the first prize in 2012, Shanghai science and technology progress.
4, relationship, brand, academic growth trilogy - prescription medicine
From the above analysis we can see, heart of musk pills in brand and sales in recent years the rise of the close inner link with academic research. It was a lot of scientific research, reveals the physical basis of heart of musk pills and the action principle, establishes the hearts of musk pill in the treatment of coronary heart disease (CHD) academic status, to strengthen the brand connotation of heart of musk pills, also support the hearts of musk pill for the sustained, rapid growth of sales. Only scientific research is not enough, of course, there must be reasonable and credible, science and technology support of product positioning, also must have a scientific and systematic integrated marketing.
Heart of musk pills high-speed growth of 10 years, has experienced the "precise", "integrated marketing", "continuous innovation" road of the big brands. The success of the hearts of musk pills, also confirm the member of zhang bl: a product, done by marketing, an do $5 on the brand, to do 10 $must rely on science and technology support.
This is the power of science and technology.
In compound danshen dropping pill, tongxinluo capsule, heart failure capsule, and many other large varieties of traditional Chinese medicine the growth, most of them do marketing, branding, after finally to do scientific research. It can be said that "relationship marketing, brand marketing, academic marketing", is the only way to prescription drugs grow, is the objective laws to go through a practice test.
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