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论文编号：	12962
作者编号：	2320190338
上传时间：	2021/12/15 9:46:23
中文题目：	T医药集团抗心衰药物F9产品营销策略研究
英文题目：	Study on marketing strategy of anti-heart failure drug F9 of T Pharmaceutical Group
指导老师：	李桂华教授
中文关键字：	创新药；T医药集团；F9产品；营销策略
英文关键字：	innovative drug; pharmaceutical group T; F9; marketing strategy
中文摘要：	药品的生命周期一般分为研发期、导入期、成长期、成熟期、衰退期。从导入期至衰退期为药品获批后的商业化阶段，有效的生命周期管理策略可帮助制药企业实现在药品全生命周期产品创造的价值最大化。在商业化阶段，其核心命题包括缩短导入期、延长成长期和成熟期、延缓衰退期、提升销售峰值、维持较高的利润率。过去的一年是中国医药行业变革的一年，国家政策不断调整，给中国药品市场带来了巨大的改变，制药企业面临的营销形势也发生了重大的变化。对于药品生命周期中重要的两个“准入”环节，无论新药获批销售还是医保支付准入，当前政策都对创新药物更加利好，同时也更加明确了今后的营销发展趋势将是以药品的临床价值为导向，因此，创新产品的营销策略已经成为各大医药集团战略层面的重中之重。 目前，我国的医药体制改革进入深水区，医疗保险政策逐步修订与完善，政策的变化也引起相关医药产品的产品生命周期发生了变化。结合医药产品自身周期特点，制定其在不同阶段的营销策略，对医药企业越发的重要。基于各大企业都在布局创新药产品，使得这一赛道的竞争愈演愈烈。创新药产品早期阶段，营销策略着重需要明确产品的自身优势，明晰产品的目标人群，在市场细分的研究基础上对产品所选中的目标市场定位给与提前规划，比较自身产品与竞争产品之间的差异和优势，以确定其营销模式。对于医药产品来说，差异化主要来源于医药产品的药学特性、临床疗效、用法用量和患者依从性等；同时还需要结合医生诊疗决策的偏好以及同类竞争产品的现状，开展临床和市场调研，通过分析预测药品上市后有潜力的目标市场，并细分市场群体，展开差异化营销，抓住创新药上市的关键期，明确目标和行动方案，以达到快速占领市场的目的。 心力衰竭，简称心衰，是各种与心脏相关疾病的终末阶段。随着医学的发展与进步，罹患心脏疾病的患者生存期明显延长，同时伴随人口老龄化问题的日益突出，世界范围内心衰患者的人数逐年显著增加，我国的这一问题也尤为明显。由于现存和每年新发的心衰患者人数众多，临床需求愈发迫切，加之心衰患者大都需要终生服药，心衰治疗相关的医药市场规模越来越大，已经引起了国内外各大企业的关注。药物治疗仍然是目前治疗心力衰竭的最主要也是最有效的手段，几十年来用于治疗心衰的临床药物上市已多达40余种，但限于疗效、副作用等因素依然不能满足临床的需求，心衰也被称为心血管疾病领域“最后的战场”。 血管紧张素受体脑啡肽酶抑制剂（ARNI）类药物，是目前心衰治疗领域疗效最好、应用前景最广阔的新型抗心衰药物。世界范围内，不断有新的临床证据出台，证明了该类药物的有效性、安全性和广泛的适应症范围。美国、欧洲和我国的心衰治疗指南都相继推荐该类药物作为治疗不同类型心衰的一线用药，同时随着指南的逐年修订，推荐级别也逐年增强，其临床认可程度和应用范围都超过了同时期上市的其他作用靶点的抗心衰药物，ARNI的出现开始改变了心衰治疗的传统理念。F9产品是T医药集团自主研发的新一代ARNI类药物，该产品的药学特性明显优于国外上一代同类产品，由于不经过肝脏代谢，该药物肝损伤小，毒性低，口服药物后生物利用度高，同时由于药物半衰期长，作用时间持久，每日口服一次即可维持当日治疗效果，患者的治疗依从性高好，这些特点使得该药在心衰治疗领域具有非常大的产品竞争优势。作为T医药集团核心产品线的重磅创新产品，针对F9产品制定成功的营销策略对集团具有深远的意义。 本文通过运用文献研究法和数据调研法，依据PEST和波特五力模型等现代管理学理论对医药集团T抗心衰药物F9产品进行研究发现，该产品的问世正处于国家大力度鼓励并切实推进医药企业创新发展的好时机，从药物批准上市到创新药物医保准入都给予了前所未有的政策支持。T医药集团作为国内领先的创新型企业在心血管制药领域有着多年的研发、生产及营销经验，在研发投入、生产工艺、销售渠道等众多方面都处于国内同行业前列。在同行业竞争中，虽然已经有了国外第一代同靶点药物，但F9产品的自身药学特点使其具有明显的竞争优势，同时国外产品前期在心衰治疗领域的应用和研究也使的ARNI类药物受到业内专业医生的广泛推荐和认同，为该产品在医学领域的推广铺平了道路；同时国家医保政策的改革、新药审批的新规落实等也为F9产品的营销推广起到了积极的作用，使得F9产品能够快速进入医保并更快的被社区基层的广大医生和患者认可和使用；使用SWOT分析法对内部和外部环境进行综合分析，探寻可能面临的机遇与挑战，同样得到利于产品营销推广的结论。通过STP战略理论对F9产品进行市场分析，定位了目标人群，该人群包括了射血分数降低和射血分数保留的大部分心衰患者，尤其是心衰合并低血压、心衰合并严重肾功能不全的病人以及长期预后的患者。这部分患者群基本涵盖了绝大部分的心衰患者，从目标市场定位上就领先了其他竞争产品。作为创新药物虽然上市后可以在一段时间内采取较高的定价方案最大限度的获得利润，但由于国家的政策变化医保准入新规的施行，结合产品生命周期理论，F9产品在不同生命周期阶段适合采取不同定价策略，以临床需求和临床价值为导向，采用需求导向定价策略，进行创新药医保价格谈判，分析药物经济学数据发挥产品的价格优势，促使产品快速占领市场；而营销渠道方面不仅注重传统的公立三级医院，更要紧跟国家政策导向，向社区基层医院，定点零售药店推广，发挥自身原有优势，秉承临床推广专业化原则，同时依据集团现有优势，构建医学数字化市场功能平台和营销渠道，开展上市后真实世界研究等，延长产品生命周期，加速产品流通，扩大营销，最大限度延长市场占有时间。
英文摘要：	The life cycle of a drug is generally divided into five stages, i.e. research and development, drug introduction, market growing, market maturing, and market declining. From the drug introduction to the market declining is defined as the commercialization stage after a drug obtains approval for launching. An effective life cycle management strategy maximizes the value of a drug for a pharmaceutical company. In the commercialization stage, priorities are placed to shorten the introduction stage, expand the market growing and the market maturing stages, and delay the arrival of the declining stage; thus to enable peak sales and maintain a higher profit margin of the drug. The past year witnessed significant reform of the pharmaceutical industry in China – constant adjustments of national policies brought tremendous changes to the pharmaceutical market and the pharmaceutical companies. Regarding the two important "accesses" in the drug life cycle - new drugs approval and the market access - policies are more favorable for innovation and is clearly clinical value-oriented. Therefore, large pharmaceutical companies elevate innovative product launching as enterprise-level strategy priority, and proactively adjust strategies thereof. At present, the medical system reform in China has entered a challenging period. With the gradual revision of the medical insurance policies, the product life cycles of related medical products are affected. It is of increasing importance to pharmaceutical companies to formulate marketing strategies for different life cycle of a drug. As all major pharmaceutical companies are introducing innovative drug products to the market, the competition intensifies in the area. At the launching stage of an innovative pharmaceutical products, it is essential to develop marketing strategies that could clearly demonstrate the product’s advantages, identify the target consumer groups; a precise target market positioning of the product based on market segmentation research and comparison of the product with competing products enables appropriate marketing models. For pharmaceutical products, differentiation is mainly derived from the pharmaceutical properties, clinical efficacy, usage and dosage, and patient compliance. At the same time, it is also necessary to conduct clinical and market research based on the preferences of doctors in diagnosis and treatment and performance the competing products thereof. By analyzing and predicting the potential target market, segment the market, a pharmaceutical company could, taking advantage of the new product launching, adopt differentiated marketing strategies supported by clear goals and action plans to quickly grasp market share. Heart failure is the terminal stage of various heart-related diseases. With the advancement of technology, the survival period of patients suffering from heart disease has been significantly prolonged. Meanwhile, the number of heart failure patients worldwide increases year-on-year with population aging, particularly in China. The large number of existing and the new heart failure patients have increasing need for clinical treatment, and as they need to take medicine lifelong, indicating huge market potential for heart failure treatment medicine. Although over 40 kinds of clinical drugs for the treatment of heart failure are available for drug therapy, the clinical needs still cannot be met due to curative effects and side effects. Angiotensin Receptor Blocker Neprilysin Inhibitor (ARNI) drugs are currently the new anti-heart failure drugs with the best curative effect and the most promising application prospects in the field of heart failure treatment. There are constantly new clinical evidences proving its efficacy, safety and wide range of heart failure indications of this class of drugs. The guidelines for the treatment of heart failure in the United States, Europe and China recommend it as the primary drug to treatment of different types of heart failure; the medicine’s ranking in terms of recommendation moves up with the revision of the guidelines year by year. The clinical recognition and application scope exceed those of other anti-heart failure drugs that have been on the market at the same time. The F9 product is a new generation of ARNI drugs independently developed by T Pharmaceutical Group. The product is superior to the previous generation of similar products in foreign countries in terms of pharmaceutical properties. It has no liver metabolism, less liver damage, and low toxicity; at the same time, the drug has a long half-life and a long-lasting effect, low frequency of taking, high patient compliance, etc., which makes the drug have a very large competitive advantage in the field of heart failure treatment. As a major innovative product of T Pharmaceutical Group's core product line, the successful listing and effective marketing of F9 products are of great significance to the group. Literature and data research methods based on the modern management theory show that the anti-heart failure drug F9 of pharmaceutical group T has promising future. The drug is launched when China vigorously encourages and promotes the innovative development of pharmaceutical companies by granting favorable policy supports from the drug approval to the inclusion of innovative drugs into the national medical insurance. As a leading domestic innovative company, T Pharmaceutical Group has many years of experience in R&D, production and marketing in the field of cardiovascular pharmaceuticals, and is at the forefront of the domestic industry in many aspects such as R&D investment, production technology, and sales channels. Although the first-generation foreign drugs with the same target have already existed, the advantages of the F9 product itself give it a clear competitive advantage. At the same time, the early application and research of foreign products in t heart failure treatment also make ARNI is widely recommended and recognized by professional doctors. At the same time, the reform of the national medical insurance policy and the implementation of the new policy for new drug approval have also played a positive role in the marketing and promotion of F9 products. Use the SWOT analysis method to conduct a comprehensive analysis of the internal and external environment, explore the opportunities and challenges that may be faced, and also obtain conclusions that are conducive to product marketing and promotion. After analyzing the market of F9 products through the STP strategy theory, the target group was positioned. The population includes most heart failure patients with reduced ejection fraction and retention of ejection fraction, especially patients with heart failure combined with hypotension, renal insufficiency and patients who need long-term prognosis. This part of the patient group basically covers the vast majority of patients with heart failure, and is ahead of other competing products in terms of target market positioning. As an innovative drug, it can take a higher pricing plan within a period of time to maximize profits, however, due to national policy changes and the implementation of new medical insurance access regulations, combined with product life cycle theory, F9 products are suitable for different pricing strategies at different life cycle stages. Guided by clinical demand and clinical value, adopt demand-oriented pricing strategies, conduct price negotiations for innovative drugs and medical insurance, analyze pharmacoeconomics data to give full play to the product's price advantage, and prompt products to quickly occupy the market. In terms of marketing channels, it not only focuses on traditional public top hospital, but also focuses on community-level hospitals and designated retail pharmacies and give full play to the group's own advantages with the principle of clinical promotion specialization in order to build functional platforms and marketing channels for the medical digital market, carry out post-marketing real-world research, etc., to extend product life cycle, accelerate product circulation, expand marketing, and maximize market share time.
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