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论文编号：	11182
作者编号：	2320170689
上传时间：	2019/12/8 21:22:14
中文题目：	NVS（中国）慢性疾病治疗药品营销策略研究
英文题目：	Research on marketing strategy of NVS (China) chronic disease treatment drugs
指导老师：	胡望斌
中文关键字：	慢性疾病治疗药品，招标带量采购，药品营销策略
英文关键字：	chronic disease treatment drugs, bidding volume procurement, drug marketing strategy
中文摘要：	2018年12月6日医保局在上海发布了第一轮“4+7”城市药品集中采购的结果，这一枚重磅消息冲击着制制药企业，政府发出了清晰信息：针对供应端的改革，在提高质量的前提下，控制费用的决心十分坚定。改革开放给医药行业带来了高速增长，伴随着生活质量的提高和人口老龄化，我国医药产业已经成为国民经济体系中最具有潜力和活力的行业之一。中国已经成为全球第二大药品国家市场，占全球市场11.3%，且保持较快增长，是任何公司不可能小视增长的机会。慢性病是人类的重大威胁，《中国慢性病防治工作规划》指出我国现有约2.6亿的慢性病患者，慢性疾病带来的致死率占总比重的约85%，带来的疾病负担已占到总的疾病负担的比重约70%。中国有世界最大的慢性疾病市场，其中典型高血压、血脂异常和糖尿病患者人数全球第一，潜力巨大。并且以“三高”为主要诱因的心血管疾病呈现上升趋势，至今未像发达国家那样呈现出下降状态，所以对于这个市场的关注不能松懈。面对如此大的机会，各个制药巨头也都更加重视中国市场的深耕，在快速引入新产品和推动本地化研发的同时，也更加关注本地化和创新的医药营销方式。 NVS（中国）是NVS在中国的子公司，其经典“三高”治疗药物代文及代文家族、来适可、佳维乐以其充分的疗效和安全性，占有市场重大份额，为公司贡献了主要的销售利润。同时，协同其全资子公司——全球仿制药巨头山德士公司，在慢病领域产品数量行业领先。目前占其主营业务70%以上的药品都已经出了专利期，降价压力和竞争挑战大。跨国制药企业的过了专利期的原研药长期以来在中国保持高溢价，大多销售占到公司在华销售的80%-90%。随着包括鼓励创新、规范行业行为、提升质量、控制费用等一系列医药政策的出台，特别是药品集中采购，仿制药将更多地替代过了专利期的原研药。在中国，过了专利期原研药将回归正常生命曲线，未来只有创新药才有溢价空间。如何结合市场环境变化，持续扩大市场份额和品牌优势，对企业营销提出了新的挑战。 本文运用PEST分析对整体慢性疾病产品市场营销环境做了分析。从政策环境来看，国家非常支持慢性疾病的防控，李克强总理也提出要将高血压和糖尿病纳入门诊医疗保险，并且50%起的报销比例为更广大的患者群体带来了报销政策的实惠；长处方政策将在全国推广，慢性病患者可以在医疗机构获得1-3个月使用药物的处方，比之前15天的要求有很大提升。从经济环境来看，中国的经济水平持续发展，居民人均收入不断提升，投入到医疗的费用也逐年上升，揭示药物的购买和负担能力提升。在社会环境方面居民对健康的关注越来越来越高，尤其对于“三高”疾病的认识和了解更加深入，对于治疗药物的选择更加客户和理性。在技术发展层面药物的研发和使用区域成熟，相关的诊断方式明确且更加便利，健康管理软件快速发展。 笔者通过应用五力模型对慢性疾病治疗药品的行业现状和产业特点进行了分析。从同类竞争角度来看，目前“三高”药品同类竞争较激烈，除了进口厂家外，国内制制药企业的高质量层次参差不齐，还有很多制药企业没有做一致性评价，短时间在产品质量上还有不足，难以与NVS（中国）全面竞争。在新进入者来看，目前技术相对稳定，受限制与渠道和推广因素，新进入难度大较大。从替代品角度，三高的治疗药品相对稳定，尤其是高血脂和血压暂时没有突破性替代产品，还是传统的口服药物作为主流的治疗方案。从上游供应商角度，原料药成本低廉，议价能力较弱，较少的技术和资金雄厚企业可能通过做一致性评价等方式参与到下游招标带量采购中来，并且通过搭建渠道和自建药品推广团队有很多挑战。从购买方来看，药品作为特殊的商品，使用者即患者一般很难有议价能力，处方权力多掌握在处方医生中，但是随着国内医疗政策部门该给，医疗保险基金作为最大的买手，通过招标带量采购和医疗保险目录准入谈判的方式，开始具有较强的“议价”能力。 本文通过使用STP理论工具对市场进行了细分，选择和定位。在市场细分方面将目前营销市场划分三个主类。城市市场和基层市场分析、从线下市场和线上市场分析、招标采购产品市场和非招标采购市场分析。在目标市场的选择中对患者和医生的需求做了细致的分析，同时参考差异竞争者的角度提出了NVS（中国）慢性疾病产品的营销定位：优质便捷的“三高”患者健康方案解决商。 最后，本文运用4P理论，从产品，价格，促销和渠道等方面给出了优化的建议，包括最终策略执行层面的可操作性建议。从产品的策略角度来看，可以通过引入新品和优质仿制药、丰富不同的复方制剂组合、产品组合与包装策略等方式满足不同类型的患者需求。在定价策略方面，通过新产品的引入，应用撇脂定价策略，使得专利期内维持较高的产品溢价；在竞争激烈的非专利产品中使用竞争定价策略，使得产品存续，满足渠道和客户的链接；在不同患者和购买平台上可以提供增值的服务，进而实现差别的定价。在渠道方面主要是做好保障现有医院的列名、加强互联网平台合作和深化基层渠道拓展。在促销策略上优化促销方式组合，整合客户资源，是的在不同的BU之间客户信息可以统一共享，或者协同拜访；另外，关注互联网营销，通过基础的健康教育和舆论引导，带领客户向产品需求端，还有深化学会和政府合作，包括医联体的开展，渗透高血压达标中心等形式，在各个层级市场渗透；最后就是延续患者利益，患者需要药物干预疾病，同时患者也需要系统性的慢性病健康管理，从诊断、生活方式干预，药物治疗到随访管理，依从性管理和持续的患者心理管理。所有这些策略都需要在NVS（中国）内部进行统一的组织与领导，决策层首先要重视，甚至需要必要的组织架构的调整；在实施资源方面，要补充熟悉网络平台搭建和营销的人员，对患者管理软件的系统搭建也非常重要。同时，作为公司重要的业务模块，在实施过程中的风向管理与控制必不可少。 只有不断适应市场的变化，结合内外部环境特点，做符合发展趋势的营销匹配，才能更好的保障企业在市场中持续的竞争能力和赢得份额。
英文摘要：	On December 6, 2018, the health insurance bureau released the results of the first round of "4 + 7" urban drug centralized procurement in Shanghai, which impacted the pharmaceutical enterprises. The government sent a clear message: for the reform of the supply side, under the premise of improving the quality, the determination to control the cost is very firm. The reform and opening up has brought high-speed growth to the pharmaceutical industry. With the improvement of the quality of life and the aging of the population, the pharmaceutical industry in China has become one of the most potential and dynamic industries in the national economic system. China has become the second largest pharmaceutical market in the world, accounting for 11.3% of the global market, and maintaining rapid growth is an opportunity for any company to belittle growth. Chronic diseases are a major threat to human beings. According to the work plan for the prevention and control of chronic diseases in China, there are about 260 million patients with chronic diseases. The death rate of chronic diseases accounts for about 85% of the total, and the burden of diseases has accounted for about 70% of the total burden of diseases. China has the world's largest chronic disease market, among which the number of patients with typical hypertension, dyslipidemia and diabetes is the largest in the world, with great potential. And the cardiovascular diseases, which are mainly caused by "three highs", are on the rise, but not on the decline as in developed countries, so the attention to this market cannot be slackened. In the face of such a big opportunity, all pharmaceutical giants also pay more attention to the deep cultivation of the Chinese market. While rapidly introducing new products and promoting localized R & D, they also pay more attention to localized and innovative pharmaceutical marketing methods. NVS (China) is a subsidiary of NVs in China. With its full efficacy and safety, NVS (China) has a significant market share and contributed major sales profits to the company. At the same time, in collaboration with its wholly-owned subsidiary, global generic giant Sanders, it leads the industry in the number of products in the field of chronic diseases. At present, more than 70% of the drugs in its main business have been out of patent period, so the pressure of price reduction and the challenge of competition are great. For a long time, the original research drugs of multinational pharmaceutical enterprises that have passed the patent period have maintained a high premium in China, and most of the sales accounted for 80% - 90% of the company's sales in China. With the introduction of a series of pharmaceutical policies, including encouraging innovation, standardizing industry behavior, improving quality, and controlling costs, especially the centralized purchase of drugs, generic drugs will more replace the original research drugs that have passed the patent period. In China, after the patent period, the original research drug will return to the normal life curve, and only innovative drugs have a premium space in the future. How to combine with the change of market environment, continuously expand market share and brand advantage, put forward new challenges to enterprise marketing. In this paper, PEST analysis is used to analyze the overall marketing environment of chronic disease products. From the perspective of policy environment, the state strongly supports the prevention and control of chronic diseases. Premier Li Keqiang also proposed that hypertension and diabetes should be included in the outpatient medical insurance, and 50% of the reimbursement ratio has brought benefits to the reimbursement policy for a wider group of patients; the long prescription policy will be popularized throughout the country, and patients with chronic diseases can get prescriptions of drugs for 1-3 months in medical institutions, compared with The requirements of the first 15 days have been greatly improved. From the perspective of economic environment, China's economic level continues to develop, the per capita income of residents continues to rise, and the cost of medical treatment also increases year by year, revealing the increase of drug purchase and affordability. In the aspect of social environment, residents pay more and more attention to health, especially for the understanding of "three high" diseases, and the choice of treatment drugs. At the level of technology development, the drug development and use area is mature, the relevant diagnosis methods are clear and more convenient, and the health management software develops rapidly. The author analyzes the current situation and industrial characteristics of chronic disease treatment drugs by using five force model. From the perspective of similar competition, at present, the "three high" drugs have fierce similar competition. In addition to the imported manufacturers, the high-quality level of domestic pharmaceutical enterprises is uneven. There are many pharmaceutical enterprises that have not made consistency evaluation. In a short time, there are still deficiencies in product quality, which makes it difficult to compete with NVS (China) in an all-round way. In terms of new entrants, the current technology is relatively stable, limited by channels and promotion factors, new entrants are more difficult. From the point of view of substitutes, the therapeutic drugs of "three highs" are relatively stable, especially there is no breakthrough substitute for hyperlipidemia and blood pressure temporarily, which is still the traditional oral medicine as the mainstream treatment scheme. From the perspective of upstream suppliers, Apis have low cost, weak bargaining power, and less technology and capital rich enterprises may participate in the downstream bidding volume procurement through consistency evaluation and other ways, and there are many challenges in building channels and self built drug promotion teams. From the buyer's point of view, as a special commodity, the user, i.e. the patient, is generally difficult to have the bargaining power, and the prescription power is mostly controlled by the prescription doctors. However, as the domestic medical policy department should give it, the medical insurance fund, as the largest buyer, has started to have a strong "bargaining" ability through the way of volume procurement through bidding and access negotiation of the medical insurance catalog. This paper uses STP theory tools to segment, select and position the market. In terms of market segmentation, the current marketing market is divided into three main categories. Urban market and grassroots market analysis, offline market and online market analysis, bidding procurement product market and non bidding procurement market analysis. In the selection of the target market, the needs of patients and doctors are analyzed in detail, and the marketing positioning of NVs (China) chronic disease products is proposed from the perspective of different competitors: high quality and convenient "three high" patient health solution provider. Finally, using 4P theory, this paper gives optimization suggestions from product, price, promotion and channel, including the operability suggestions of the final strategy implementation level. From the perspective of product strategy, we can meet the needs of different types of patients by introducing new products and high-quality generic drugs, enriching different combinations of compound preparations, product combinations and packaging strategies. In terms of pricing strategy, through the introduction of new products, fat skimming pricing strategy is applied to maintain a high product premium during the patent period; competitive pricing strategy is used in non patent products with fierce competition to make the products survive and meet the links between channels and customers; value-added services can be provided on different patients and purchase platforms to achieve different pricing. In terms of channels, we should ensure the listing of existing hospitals, strengthen the cooperation of Internet platforms and deepen the expansion of grassroots channels. In terms of promotion strategy, optimize the combination of promotion methods and integrate customer resources, which means that customer information can be shared or visited in a unified way among different Bu; in addition, pay attention to Internet marketing, lead customers to the product demand side through basic health education and public opinion guidance, deepen the cooperation between society and government, including the development of Medical Association, and penetrate into the hypertension standard center The last is to continue the interests of patients, patients need drug intervention, patients also need systematic chronic disease health management, from diagnosis, lifestyle intervention, drug treatment to follow-up management, compliance management and continuous patient psychological management. All these strategies need to be organized and led in NVS (China). The decision-making level should pay attention to and even need to adjust the organizational structure. In terms of implementing resources, it is very important to supplement the personnel who are familiar with the network platform construction and marketing, as well as the system construction of the patient management software. At the same time, as an important business module of the company, wind direction management and control are essential in the implementation process. Only by constantly adapting to the changes of the market, combining the characteristics of the internal and external environment, and making a marketing match in line with the development trend, can enterprises better guarantee their sustainable competitiveness and share in the market.
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