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近两年来,我国医药消费市场逐渐掀起了一场 OTC(非处方药)的消费热潮,OTC 消费的出现打破了以往在计划经济下医疗单位销售药品占药品总销售绝大部分的格局,使药店等其它非医疗单位成了药品零售业的重要组成部分。这一市场发展趋势既为药品生产厂家提供了无限商机,也给他们带来了药品营销的巨大挑战。一、OTC 药品消费热的起因可以说,OTC 药品消费热是人们生活水平提高和医疗体制改革双重作用的
In the past two years, the pharmaceutical consumer market in China has gradually started a consumer craze for OTC (over-the-counter medicine). The emergence of OTC broke the previous pattern that pharmaceutical sales by medical units accounted for the vast majority of the total sales of pharmaceutical products under planned economy, Non-medical units have become an important part of the pharmaceutical retail industry. This trend of market development not only provides unlimited opportunities for pharmaceutical manufacturers, but also brings them enormous challenges in drug marketing. First, the causes of OTC drug consumption fever It can be said that OTC consumption of drugs is the improvement of people’s living standards and medical system reform dual role