Conference marketing has long been a secret in the pharmaceutical industry, because the key to pharmaceutical sales is doctors, and medical conferences can take full advantage of influential doctors in the profession. It is definitely a good time to influence doctors in this specialty to promote them to doctors at such an opportunity. It is also in line with the principle of "precision marketing."
An insider commented on the domestic medical conference in this way: “The National Cardiovascular Conference, where corporate sponsorship also has 10 million to 20 million yuan, and the endocrine conference will not be less than 10 million yuan. Without this sponsorship, the conference will If this money is borne by the domestic medical industry associations, it is obviously not affordable.
Some media have come up with such a set of data, and statistics on the financial data of 67 listed companies in China last year show that they spend more than 2.6 billion yuan on conference marketing. Some media further pointed out that the conference fees of four companies, including Zhongxin Pharmaceutical and Kunming Pharmaceutical, all exceeded 200 million yuan; the meeting fees of Tongrentang and Sanjing Pharmaceutical also exceeded 100 million yuan. On the surface, this is indeed a huge expenditure.
In fact, according to statistics from professionals, there are more than 190 listed companies in the domestic medical sector, and there are more than 200 companies listed on foreign companies. For these companies, selling products is obviously a top priority, and it is not a problem for each family to spend at least 100 million yuan in sales. In this sense, the cost of using medicines for listed companies is far more than 20 billion yuan.
An industry insider said it well: “Compared with the phenomenon of kickbacks, conference marketing is fairly regular. This is a common practice brought by multinational companies. In terms of grey transactions, foreign companies are much more cautious than domestic companies. â€
Obviously, there is also an unclear and unclear interest link among them. How to rectify the conference marketing in the pharmaceutical industry has become the key. "The corporate sponsored academic conference itself is understandable, and the pharmaceutical companies have provided funds to help medical experts engage in scientific research. It is also a good thing in itself and can serve the purpose of promoting the development of medical technology. The key is to see how to sponsor and how to supervise sponsorship." Industry veterans say.
Foreign pharmaceutical companies also sponsored large numbers of academic conferences. The large-scale medical academic conferences in the United States, without exception, have the sponsorship of multinational pharmaceutical companies. In order to promote images and brand names at conferences, these pharmaceutical companies will never be overpriced. However, this kind of sponsorship is under a transparent public supervision environment. One of the important measures is a transparent information disclosure system.
According to reports, in Europe and the United States and other countries, pharmaceutical companies’ funding for medical experts needs to be disclosed, which means that the sources of research funds must be disclosed to the public. This also means that scientific research results are subject to supervision by the industry and the public. If the results are unreasonable tendencies, they will naturally be questioned by the industry and the public, thus affecting the researcher's reputation and even affecting the possibility of his future career.
In addition, at academic conferences, sponsors were required to only be responsible for sponsorship and not to participate in the conference. The conference process was controlled independently by the organizers. The published papers were favorable to the sponsors, as well as unfavorable, as well as supporting their competitors' products. In short, the conference must guarantee the atmosphere of academic independence.
In addition, in foreign countries, insurance companies also participate in the supervision of doctors. As a party to pay medical expenses, after knowing which medical plants the doctor has received, the insurance company will conduct statistics on the doctor's prescription. If the doctor prescribes drugs with obvious bias, it will be sued by the insurance company.
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