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论文编号：	1820
作者编号：	2120072119
上传时间：	2009/12/24 11:03:03
中文题目：	A企业处方药学术推广促销模式及其管理研究
英文题目：	A qi ye chu fang yao xue shu tui guang cu xiao mo shi ji qi guan li yan jiu
指导老师：	李桂华
中文关键字：	处方药;医药代表;学术推广;促销模式
英文关键字：	Prescription Drug;pharmaceutical sales representatives;academic promotion;the Patten of sales
中文摘要：	药品是一种特殊的商品，其促销手段也不同于其他商品，特别是处方药，它们只能在医院里通过医生开具处方来进行销售，所以，其促销的主要形式是人员促销。进行人员促销的销售人员，在医药行业中被称为医药代表，而医药代表推广模式正是发达国家普遍采取的一种人员促销的形式。 医药代表不同于其他销售人员，也不仅仅是药品销售人员。他们的职责中不应该包括销售额、利润等商业因素，或者医生是否更多的处方其产品，而应该是向临床医生和药师介绍其产品的用法、用量、适应症、不良反应以及其他相关的研究，与现有药物进行比较，帮助临床医生制订合理的用药方案，为患者提供更好的医疗效果，同时，将临床用药经验和需求反馈给医药企业，促进企业的新药研发和药品的研究。 医药市场在全球范围内发展迅速，处方药促销竞争日益激烈，竞争手段日益同质并且变质，带来恶劣的社会影响。在我国的药品市场中，医院的药品销售比重占整体药品销售的绝大部分。医药企业要想在激烈的药品市场竞争环境下,占据一席之地，就必须依靠人员、金钱对各个目标医院以及目标医生做一系列的公关活动。在这些公关活动中，最常见也是最直接的方式就是按照医生或者科室的处方数量，给予一定比例的“回扣”。这种方式，现在已经成为众多医药企业处方药促销的“潜规则”。但这种促销方式带来了一系列社会问题，推动了药价的上扬，侵害了患者权益，破坏了正常的医疗秩序和医疗质量，甚至产生社会信用危机，严重扰乱药品市场, 助长假冒伪劣药品的盛行，造成了对税收入的流失。随着国家药品商业贿赂专项治理的开展，带金销售的促销模式越来越举步维艰，而进行学术推广的呼声越来越高。但由于药品促销的特殊性，使得处方药促销模式的选择成为众多医药企业的一大营销难题。逐步将传统带金的推广手段向专业学术化推广道路上进行转变, 对于许多的制药企业而言, 并不是一件简单的事。受多年来带金销售的影响，目标客户——医生仍对这种医药推广办法“感冒”，学术推广阻力很大。 处方药专业推广与 “带金销售”模式最大的区别在于, 医药企业在进行药品学术推广的过程中，尽可能的来满足临床医生对于学术方面的要求，比如相关的医学进展，新药研发信息、药品临床应用等。医生自身的知识和水平必须跟上医疗行业的进展，这也决定他们必须始终不断的学习，来提高诊疗水平，树立学术地位。在理论界和实务界越来越强调促销模式的专业化和规范化，盛行多年的带金促销模式受到越来越多的质疑，以外商投资企业为首的一大批医药企业开始尝试进行促销手段的变革，在企业内部实行一系列措施，规范医药代表的推广行为。这种探索在一定程度上起到了积极作用，并为医药企业处方药的促销提供了更好的模式和方向。 A企业在2006年做出了企业处方药推广模式改革的重要决定，在企业的内部建立学术推广团队, 将企业的处方药促销模式逐步变为学术推广模式。相应的，在企业内部设立了一系列与学术推广模式相适应和扶持的新部门——企业伦理道德部、法务部等。 经过一年多的探索和反复，2007年底，公司趋于稳定，各项改革措施得以实施，并确立了全国范围内实行处方药学术推广的战略，并辅以一系列政策制度的推行。而这种探索和推行的过程，也成为众多制药企业在新形势下寻求出路的一个缩影，为中国医药企业走学术推广道路的可行性提供了一次论证和思路。 本研究首先介绍了处方药和处方药促销的理论，医药代表的概念及其发展历程，接着介绍了人员促销的两种模式：带金销售和学术推广，以及它们的产生，发展和演变，其促销的方式和手段，在此基础上分析其利弊，指出学术推广是发展的趋势。接着分析了我国医药市场营销的特点，回顾了我国处方药促销的历史和现状，分析了带金销售的成因和危害，以及学术推广发展的背景和理论价值。接下来对国内外处方药促销模式进行了比较，分析了国内外处方药促销模式的区别，进而提供了一个医药企业处方药进行学术推广改革的案例分析，从而说明了学术推广的特点和优势。并且详细研究了A企业学术推广促销模式的建立和实施过程，包括企业文化与组织结构的变革，建立学术推广行为准则，并提出了进行客户管理的必要。还研究了A企业在学术推广促销模式推行过程中相继进行的一系列修正，包括产品、人员、费用等方面的管理，最后提出行业和政府在处方药学术推广过程中应该发挥的作用。 本研究提出并通过这一案例分析，说明处方药带金销售的促销模式日渐被人摒弃，而学术推广成为新的发展方向，这也成为众多医药企业和医药代表在新形势下新的出路。并且指出学术推广的推行必须要医药企业建立完善的公司制度、政策支持和保障，同时需要医药代表、医药企业、政府和行业的共同努力，才能建立这样一种可持续发展的推广模式，并且由案例的分析证明医药企业进行学术推广的探索和模式的重新建立是可行的，也是有社会意义的，这种促销方式可以促进临床应用药品更加规范和准确，配合国家商业贿赂专项治理工作的顺利开展，有助于医药企业树立良好的品牌形象，提升知名度和美誉度，是处方药促销发展的趋势。
英文摘要：	Drug is a special kind of commodity. The way of drug promotions is different from other commodities, especially for prescription drugs which can only be sold based on doctor’s prescription. As a result, the main way of promotion is personnel promotions. The sales person in pharmaceutical industry is called pharmaceutical sales representatives. It is a popular way of personnel promotions in advanced countries. Pharmaceutical sales representatives are different from other sales person. They are not only people who are selling medicine. It is not their responsibility to drive profit or sales revenue. They should not care much if doctors are going to give more prescriptions on their products. In stead, they should introduce to clinicians and apothecary about the usage, direction, dosage, badness and other related researches of their products. They should help clinicians stipulate rational prescription under the comparison with other medicine, so that they could provide a better curative effect for patients. In the mean time, they should give feedbacks about clinic experiences and requirements in order to advance new medicine’s research and development. With the rapid development of global pharmaceutical market, competition of prescription drug promotion is getting intense day by day. Means of competition are getting homogenized and even deteriorated, which brings bad impacts to the society. In our domestic pharmaceutical market, sales in hospital account for a major proportion. To survive the furious competitions, pharmaceutical companies have to depend on sales representatives and money to perform a series of PR activities. In those PR activities, the most regular and also direct way is to pay some commissions based on doctor’s prescription. It has been a secret rule for many pharmaceutical companies. But it brings a series of social problems. It promotes the price of medicine and hurts consumer’s interests. It breaks the normal medical orders and rules and affects the quality of medical treatments. Even worse, it disturbs the pharmaceutical market, fosters prevailing of counterfeit medicines. It not only causes credit lose, but also tax loss. With government’s countermeasures against commercial bribe in medicine market, the pattern of sales with commission is hard to survive any more. In the mean time, academic promotion gets more popular. Considering the unique of pharmaceutical promotion, how to choose an effective model for RX (abstract for Prescription Drug) promotion has become a big puzzle for most pharmaceutical enterprises. It is not easy for most pharmaceutical companies to change from traditional commission model to academic promotions. After all, doctors as target customers still like the old way which causes big resistance to academic promotions. The most difference between academic promotions with commission model is that when doing academic promotions pharmaceutical companies are always trying to meet academic requirements from clinicians, such as medical developments, new medicine information and clinic usage of medicine. Doctors have to keep learning to keep up with development of the industry, to improve their own treatment levels and to build up their academic degree. Nowadays, requirement on promotion models to be more professionalized and standardized is much emphasized in both academic and practical fields. The once popular pattern of sales with commission gets more challenges. A lot of pharmaceutical enterprises, initiated by foreign invested enterprises, begin to make innovations of promotion models and take a series of measures internally to standardize the activities of sales representatives. The explorations bring positive effects at certain level and provide better models and developments of the RX promotion for pharmaceutical enterprises. Company A made the important decision on performing reform of prescription drugs promotions. It establishes an academic promotion team to change the promotion models to academic promotions step by step. Correspondingly, the company set up a series of new departments such as ethics department and legal issue department. It is an epitome of many other pharmaceutical enterprises in the path of reform in year 2006. After more than one year’s probing and exploring, company A has become stabilized at the end of 2007. It sets up a strategy to implement the academic promotions domestically and supplements a series of policy to help. It also is a representative of other pharmaceutical companies. It demonstrates the feasibility of pharmaceutical companies to extend academic promotions in our country. The article begins with introduction of Prescription Drugs, RX promotion theories, the concept of pharmaceutical sales representatives and its development. Then it introduces two models of promotion, sales with commission and academic promotion, with their origins, developments and evolvements. After comparing the pros and cons of the two promotion models, the article concludes that academic promotion is the trend. The article then analyzes the characteristic of China’s pharmaceutical market and reviews the history and current status of our RX promotions. It explains the cause of formation and the harms of the sales with commission model, as well as the background and theoretic values of the academic promotion model. Furthermore, the article provides a comparison of our RX promotion models with other countries’. Then it gives a case study of the academic promotion innovations taken by a pharmaceutical company (Company A) to demonstrate the advantages of the academic promotion model in detail. The case study not only explores the process of setting up and implementing the company’s academic promotion model, but also introduces the cultural and organizational transforms, including bring up the code of conduct, the necessity of customer management and a series of amendments, including management of product, personnel, cost and ect. At the end, it suggests the roles which the industry and government should play during the development of academic promotion model. The study shows the pattern of sales with commission has been dropped behind, while academic promotion becomes the popular model for RX promotions. Academic promotion is the new way out for most pharmaceutical enterprises and sales representatives under current situation. It requires the company to hold an integrated system and government to provide supportive policy. Putting together the efforts from all the parties including sales representatives, pharmaceutical enterprises and the government and industry, the model of academic promotion could be popularized as a sustainable development. The case study proves it is feasible for pharmaceutical enterprises to explore and re-build an academic promotion model with social values as well. It makes clinic drug usage more precise and standardized, cooperates in government’s countermeasures and improves pharmaceutical company’s brand image which is the trend of prescription drug’s promotions.
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