《国际文传（中国）电讯社》采访杨昌顺：
Pharma companies vying for China
grassroots drug market
by Karl Zhong
Shanghai. April 6. INTERFAX-CHINA - Pharmaceutical companies are increasingly concentrating their efforts on
In recent years, pharmaceutical companies such as Beijing Double Crane Pharmaceutical Co. Ltd., Shandong Lukang Pharmaceutical Co. Ltd., Tianjin Tasly Pharmaceutical Co. Ltd. and Shanghai Hutchison Pharmaceuticals Ltd. have started focusing on developing the grassroots medical market in
Double Crane Pharma's sales network covers 600 counties in
In 2009, Lukang Pharma achieved over 40 percent growth in penicillin product sales in the grassroots drug market, marked by a strong growth momentum.
Zhejiang Conba Pharmaceutical Co. Ltd. launched a Grassroots Doctors Club campaign in 2006, which aims to better educate doctors in grassroots medical institutions on drug use. Guangdong Huanan Pharmacy Ltd. recently started promoting its brand in rural areas using outdoor advertisements and distribution of product brochures at markets.
"
Not surprisingly, foreign pharmaceutical companies are also vying for a slice of
"We can already see that foreign companies have formulated new marketing strategies and detailed implementation plans targeted at the grassroots drug market. In fact, no pharmaceutical company in China can neglect the emerging grassroots drug market," Yang Changshun, Shanghai Haihong Group Chaohu C-dragon Pharmaceutical Co. Ltd.'s marketing director, told Interfax on April 2.
Bidding procurement exercises for essential drugs in various provinces have attracted both domestic and foreign companies.
During
"Whether foreign drug companies will see rising sales volumes will depend on if they can tailor their doctor education marketing campaigns in large cities to fit grassroots medical institutions and if their products face sharp competition from domestic products," Yang said.
Furthermore, foreign drug companies which won bids should not rest on their laurels but instead must continue their marketing efforts including collaborating with agents and setting up dedicated marketing teams, Yang added.
According to Guo, there are also opportunities for foreign companies in the grassroots non-essential drug market since there are rural residents who can afford higher-priced drugs too.
In the meantime, drug companies will need to keep tabs on whether their drugs which did not make it onto the national essential drug list are eventually included in the provincial-level essential drug lists," Yang said.
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