体验营销在医药营销创新中的应用研究

目的:为医药企业创新营销方式,开展体验营销提供参考。方法:基于体验营销的相关理论,结合医药企业体验营销的实例进行分析。结果与结论:医药企业开展体验营销创新的策略主要包括产品、价格、渠道和促销体验策略。与传统营销相比,体验营销使消费者在感官、情感、思考、行动和关联上得到体验,有助于更好地关注和满足消费者的需要,提升消费者的满意度与忠诚度,从而使医药企业更好地实现营销目标,创造更多的经营价值。     

采用SWOT法对高职医药营销专业就业形势分析

据高职医药营销专业就业难的现状,采用SWOT分析法对该专业存在的优势、劣势、机会和威胁进行深入客观的分析。以便权衡利弊,帮助毕业生克服就业过程中的不足,协助学校审视自身存在的劣势,为高职医药营销专业就业形势改善提供参考。     

封面、中英文目次

随着经济全球化的不断深入,中药国际化是中医药事业向前发展的必经之路。然而现阶段由于生产技术和管理水平滞后,我国中药产业在同国际对接过程中仍面临着巨大的挑战,如存在产业格局混乱、监管缺失、中西文化差异、研发创新不足、营销管理不先进等问题。鉴于此,从政府管理和企业发展的角度出发,应用品牌营销战略,制定有针对性的营销策略,整合资源优势,执行生产规范,细分国际市场,加强交流合作,对解决中药国际化问题、实现中医药事业长期利益影响深远。     

营销策略在图书馆学科化服务中的应用

简述了企业营销策略和图书馆营销的概念,介绍了学科化服务营销策略的内容和特点以及容易出现的误区,提出了营销策略在学科化服务中应用的几点思考.     

Impact of Removing Medicaid Fee-for-Service Hepatitis C Virus (HCV) Treatment Restrictions on HCV Provider Experience with Medicaid Managed Care Organizations in New York City

Immediately after the approval of direct-acting antiviral medications for the treatment of hepatitis C virus (HCV) in 2013, state Medicaid programs limited access to these expensive treatments based on liver disease stage, absence of active alcohol or substance use, and prescriber limitations. New York State fee-for-service (FFS) Medicaid eliminated these requirements in May 2016, but the effect on providers and patients obtaining prior authorization (PA) from Medicaid managed care organizations (MCOs) was unknown. We used a mixed methods approach to assess whether the removal of HCV treatment restrictions was associated with changes in Medicaid MCOs’ PA approval processes and length of time to treatment initiation at two large urban New York City provider organizations participating in Project INSPIRE, an HCV care coordination demonstration project. At baseline, the top criteria for clinic care coordinators ranking MCOs as being “most difficult” were liver staging criteria, delayed treatment, and requiring a urine toxicology test. At follow-up, liver staging criteria were replaced by medication formulary limitations. Univariate analysis of the Project INSPIRE participant data suggests a decrease in the percentage of participants with insurance/PA-related treatment delays pre- versus post-policy change (23% versus 15%, p value = 0.02). Interrupted time series analysis found a 2 percentage point decrease (p value = 0.02) in the proportion of PAs each month with insurance-related treatment delays that was attributable to policy change. These results from two urban clinics indicate New York State FFS Medicaid’s policy change for HCV treatment may have been associated with some changes in Medicaid MCO PA decisions, but MCO PA denials and treatment delays were still observed “on the ground” by clinic staff.Electronic supplementary materialThe online version of this article (10.1007/s11524-020-00422-0) contains supplementary material, which is available to authorized users.     

Marketing paediatric influenza vaccination: results of a major metropolitan trial

Please cite this paper as: Van Buynder et al. (2010) Marketing paediatric influenza vaccination: results of a major metropolitan trial. Influenza and Other Respiratory Viruses 5(1), 33–38. Objectives After a cluster of rapidly fulminant influenza related toddler deaths in a Western Australian metropolis, children aged six to 59 months were offered influenza vaccination in subsequent winters. Some parental resistance was expected and previous poor uptake of paediatric influenza vaccination overseas was noted. A marketing campaign addressing barriers to immunization was developed to maximise uptake. Design Advertising occurred in major statewide newspapers, via public poster displays and static ‘eye‐lite’ displays, via press releases, via a series of rolling radio advertisements, via direct marketing to child care centres, and via a linked series of web‐sites. Parents were subsequently surveyed to assess reasons for vaccination. Main Outcome Results The campaign produced influenza vaccination coverage above that previously described elsewhere and led to a proportionate reduction in influenza notifications in this age group compared to previous seasons. Conclusions Influenza in children comes with significant morbidity and some mortality. Paediatric influenza vaccination is safe, well tolerated and effective if two doses are given. A targeted media campaign can increase vaccine uptake if it reinforces the seriousness of influenza and addresses community ‘myths’ about influenza and influenza vaccine. The lessons learned enabling enhancements of similar programs elsewhere.     

Consumerism and its impact on robotic-assisted radical prostatectomy

Study Type – Therapy (prevalence) Level of Evidence 2b

OBJECTIVES

? Many experts consider that media coverage, marketing and/or direct‐to‐consumer advertising, particularly Internet‐based forms, are fundamental to the widespread adoption of robotic‐assisted prostatectomy (RARP). However, this has not been explored previously. ? The primary objective of the present study was to delineate the role of media coverage and marketing of RARP on the Internet, whereas the secondary goal focused on website quality with respect to the presentation of prostatectomy.

MATERIALS AND METHODS

? Website content was evaluated for direct‐to‐consumer advertising after the retrieval of the first 50 websites using Google and Yahoo for each of the terms: ‘robotic prostatectomy, laparoscopic prostatectomy (LP) and open radical prostatectomy (ORP)’. ? A linear regression analysis was performed for the annual number of Internet news hits over the last decade for each procedure. Website quality assessment was performed using WHO Honesty on the Internet (HON) code principles.

RESULTS

? Of the retrieved sites, the proportion containing direct‐to‐consumer advertising for RARP vs LP vs ORP using Google was 64% vs 14% vs 0%, respectively (P < 0.001) and, using Yahoo, 80% vs 16% vs 0%, respectively (P < 0.001). ? In a linear regression analysis, the r² values for news hits for each year over the last 10 years were 0.89, 0.74 and 0.76 for RARP, LP and ORP, respectively. ? Website quality assessment found that a minority of the websites were accredited with HONcode principles, with no difference between procedure types (P > 0.05).

CONCLUSIONS

? Media coverage and marketing of RARP on the Internet is more widespread compared to LP and ORP. ? Disturbingly, the quality of websites using any technique for prostatectomy was of poor quality when using principles of honest information presenting and such findings need to be discussed with respect to obtaining informed consent from patients.     

A Marketing Approach

Abstract: Marketers of alcohol, tobacco, analgesics and tranquillizers are highly sophisticated manipulators of community behaviour and attitudes. The milieu they create helps shape the problem faced by drug and alcohol workers. The public sector needs to understand these strategies before it can hope to develop its own, and to use its comparative advantages effectively. Opportunities in fiscal and legislative policy, education, professional and community areas need to be researched and developed systematically. This requires a marketing approach to the problem.     

Thoughts on Improving the Public's Knowledge of Ophthalmology and Eye Care

A Gallup poll taken in September—October 1979, revealed that only 55% of the nation's adults knew the difference between an ophthalmologist and an optometrist. Other important attitudes toward eye care revealed in the survey lead to the conclusion that ophthalmologists have not been very successful in educating the public as to their role in the health delivery system. Serious and objective examination of the strengths and weaknesses in past efforts at public education should be undertaken. Continued reliance upon methods proven to be unsuccessful may be a waste of resources. Innovative approaches may be called for to achieve success.