Research on the model and strategy of drug knowledge transfer process in pharmaceutical marketing channels

As a kind of special commodity, the purchase and usage of the drug usually need doctors´ guidance. Whether drug knowledge can be transferred effectively from pharmaceutical enterprises to physicians and patients in the pharmaceutical marketing channel is the key factor to decide patients´ reasonable purchase and using behaviors of drugs. In this paper, the drug knowledge of pharmaceutical marketing channel is classified and the characteristics of drug knowledge are analyzed based on the characteristics of drugs. The model of drug knowledge transferring is established with different marketing channel setting and the corresponding strategy of knowledge transferring in the pharmaceutical marketing channel is also put forward.