试析药品DTC营销及发展现状与前景

目的:为我国药政管理部门加强药品市场监管和医药企业开展药品营销提供参考。方法:阐释DTC营销的概念,介绍国 外药品DTC营销的发展现状及存在的问题,预测其发展前景并提出相关建议。结果:DTC营销处于不断发展之中,且医药企业对 其兴趣有增无减,但尚需进一步规范和完善。结论:药品DTC营销前景看好,如何引导其更加有效和积极地发展,已成为药政当局 和医药企业面临的重大课题。

Present Situation and Prospect of Drug DTC Marketing

OBJECTIVE: To provide referrences for the state drug administrations strengthening supervision and administration, and also for the pharmaceutical enterprises develeping drug marketing.METHODS: To explain the concept of DTC marketing.And the present situation of drug DTC marketing in several foreign countries were discussed and its development process and existing problems in these countries were also analyzed. RESULTS: Drug DTC marketing was under development in the world and pharmaceutical enterprises hawe showed increasing interest in it, however, drug DTC marketing needed further standardization and improvement. CONCLUSION: Drug DTC marketing holds a promising prospect, the effective and standardized development of it will be a big challenge to state drug administrations and pharmaceutical companies in the world.