通览与介绍
——《中国处方药》杂志的基本情况
【主管主办】
《中国处方药》杂志是国家科技部、国家新闻出版署批准的科技类医药专业杂志，是一份为配合我国推行药品分类管理（处方药和非处方药分类管理）而专门创办的全新杂志。由SFDA主管，SFDA南方医药经济研究所主办（下简称SFDA南方所），国内外公开发行。
《中国处方药》杂志是SFDA和卫生部指定的医药行业专业媒体，可发布包括处方药在内的医药广告，是中国第一份直接针对处方药领域的全新专业权威杂志，于2002年3月份正式出版，月刊，大16开，每期80页，全彩印刷，至今已出版61期。
【办刊方针】
《中国处方药》杂志定位于宣传我国药品分类管理政策法规，报道国内外药物研发进展、产业动态、药学信息等，全面反映药品监管和药物科研、生产、流通、临床应用各个领域的最新动向，为发展我国医药卫生事业服务。
《中国处方药》杂志的办刊方针是：以医学、药学为基础，以现代新闻手法深度报道和客观分析医药领域全方位的热点和焦点问题，并为医师、药师、医药企业人员提供交流天地。突出深度、生动、全面兼容的特点。
【受众定位】
《中国处方药》杂志目标读者群定位于全国范围内的专业用药人士（包括各医疗机构管理人员，各科室医生，药房药师等），另外还有医药行业人士（包括医药行业政府高层、科研机构专家、全国医药企业高层和管理人员、连锁零售药店人员等）。每期除正常渠道发行的3万份之外，还有高达2万份通过企业协办发行的方式赠送给全国地级市以上医院院长、药房主任以及医学专家。
以第三方（清华大学新闻与传播学院）媒体发行统计分析，以杂志传阅率较高的关注度计算，目前至少有10万名临床主流医生为《中国处方药》杂志的高忠诚度受众群体，集中于大中城市的三甲以上医院，为高端专业杂志定位。
【传播渠道】
《中国处方药》杂志受到医疗、医药界和行业精英群体的密切关注。创刊伊始就成为中华医学会、中华药学会系列学术会议指定的杂志类会议资料。
中华医学会、中华药学会系列会议具有极大的权威性和宣传辐射力，是企业拓展品牌和产品宣传的最有效途径，在我们遴选的全年重点会议上，《中国处方药》杂志都会装入会议资料袋，送达每位与会代表。每年，以《中国处方药》杂志为指定会议资料的双会系列会议超过60个，这些医药界的学术会议将为企业进行学术推广、提高药品处方率、开拓市场、增加品牌知名度提供最佳助力。
【业内资源】
《中国处方药》杂志依托SFDA南方所雄厚的业内资源和人脉，自创刊伊始就以摆脱传统学术期刊办刊模式，建立通畅人脉、品牌和临床学术推广的平台为自身宗旨。至今天，《中国处方药》杂志拥有丰富的高端专家资源（逾100位两院医药领域院士，逾600位临床各科室一流专家和学科带头人），拥有雄厚的企业资源（共享拥有SFDA南方所逾4000个医药工商企业资源），拥有雄厚的临床受众群体（逾100,000名大中城市中坚医生群体，并可即时良性互动）。
《中国处方药》杂志坚持自己的平台和搭桥作用，力争在传统学术文章推广模式之外，打造具有全新市场特点的新型媒体模式，杂志坚持如下三个方面的推进，并成为杂志社打造新业务模式的核心：
把高端专家学者群体用于企业全方位需求；
把广域临床受众群体贡献企业推广需求；
把企业的品牌和产品创造性推广于临床和医生；
【良性发展】
《中国处方药》杂志与SFDA南方所媒体系一同构成了企业品牌和产品推广的核心：
《医药经济报》：
医药行业综合财经类第一专业品牌，主导企业品牌和理念的全面推广诉求；
《21世纪药店》报：
医药行业零售终端第一报业品牌，主导企业零售产品和OTC营销诉求；
《中国处方药》杂志：
医药行业临床终端第一期刊品牌，主导企业全方位临床推广诉求；
迄今为止，《中国处方药》杂志已经为国内逾100家大型医药企业打造了特色化年度临床推广方案，并取得良好效果。《中国处方药》杂志已与哈药集团、广药集团、新华鲁抗集团、丽珠药业、东盛集团、天士力集团、复星集团等形成了常年的复合型合作关系。
《中国处方药》杂志对于客户的宗旨是：保证企业品牌和临床产品在城市群域的临床做到科学有效覆盖，对于相对应的医院科室形成一类品牌重点影响。倡导科学组合的复合型投放模式，改革传统学术期刊固化低效的广告投放，强调互动和量化指标。
【运营特色】
《中国处方药》杂志以三重运营制度的建设保证与客户的紧密衔接：
栏目主持人（Column Anchorman）：
《中国处方药》杂志的每一个栏目，都有经验丰富的高级编辑（Qualified Editor）专职负责，在内容、版式和编辑计划中全面融入客户需求。
客服专员（Customer Service Specialist）：
客户由专门的业务经理全时全程负责，随时沟通并解答客户需求。
复合型投入项目组（Composite Projection Item）：
为客户的复合型投放专门制定策略、负责执行协调并客户反馈。
Overview and Introduction of China Prescription Drug
Overview
Approved by the Ministry of Science and Technology of the People’s Republic of China and General Administration of Press and Publication of the People’s Republic of China, China Prescription Drug is a monthly magazine focusing in pharmaceutical areas, which is published for the implementation of systemic management of OTC and prescription drugs in the People’s Republic of China under the supervision of State Food and Drug Administration of the People’s Republic of China (SFDA). It is published by SFDA South Medicine Economic Research Institute and distributed in the People’s Republic of China and abroad. ??
As the specialized magazine in pharmaceutical and healthcare industries, and the first of its kind focusing in prescription drugs in the People’s Republic of China, the first issue of China Prescription Drug was published in the in March of 2002, with full-color printing, large sextodecimo (16mo: 4-3/4" x 7-1/4"), and 80 pages per issue.
Mission Statement
China Prescription Drug is positioned to publicize the codes and statutes of systemic management of drugs of the People’s Republic of China, to report advances of pharmaceutical R&D, trend of pharmaceutical industry, and pharmaceutical information in the People’s Republic of China and abroad, with the coverage of drug administration, pharmaceutical R&D, production, distribution, clinical application, and so on.
The mission statement of China Prescription Drug: panoramic and in-depth report and accurate and objective analysis of the highlights and focuses of the pharmaceutical and healthcare industries with modern journalism, communication and media, to provide the exchange platform for the clinical physicians, pharmacists, and professionals for pharmaceutical companies. Highlighted with the features of penetrativeness, liveliness, and all-inclusiveness.
Target Readership
The target readership of China Prescription Drug includes healthcare professionals such as administrative personnel, clinical physicians, and pharmacists of hospitals and healthcare facilities at various levels in the People’s Republic of China, professionals in pharmaceutical and healthcare industries including high-level officials in government, experts and staffs in pharmaceutical R&D facilities, high-ranking officers and management staffs of pharmaceutical companies, and pharmacists in chain drug-stores in the People’s Republic of China. Except thirty thousand copies circulated in common circulation, there are twenty thousand copies every issue in the form of complimentary periodicals with the cooperation of pharmaceutical companies that are mainly circulated to directors of hospitals in city and prefecture levels, chiefs of drug dispensaries, and medical professionals.? ?
According to the third-party circulation statistics conducted by School of Journalism and Communications, Tsinghua University, calculated on the basis of attention due to high pass-along rate, at least one hundred thousand mainstream physicians and pharmacists belong to the audience population with high loyalty of China Prescription Drug, who are mainly concentrated in the Class III A hospitals in metropolises or medium-sized cities, China Prescription Drug. The positioning of China Prescription Drug is developing into a high-end specialized magazine.
Distribution Channel
China Prescription Drug has become eye-catcher for professionals in medical and pharmaceutical fields, and has become special issues of symposiums hosted by Chinese Medical Association (CMA) and Chinese Pharmaceutical Association (CPHA).
With their authorities and nation-wide influences, CMA and CPHA host series of symposiums in the People’s Republic of China every year that has been recognized as the most efficient channels for brand promotion of pharmaceutical companies; and China Prescription Drug has been distributed to attendants of the symposiums as the special issues in more than sixty pre-selected key symposium hosted by CMA and CPHA, these symposiums provide the best momentum for the academic promotion and market development to improve brand perception and prescription rates of the products of the cooperating pharmaceutical companies.
Academic Background
Based on the expert network and data pool of SFDA South Medicine Economic Research Institute, China Prescription Drug has committed itself to clinical academic promotion to bridge the gap between professionals and brands (of pharmaceutical products). China Prescription Drug has a rich network of high-end experts including more than 100 academicians specializing in medical and pharmaceutical divisions of Chinese Academy of Sciences and Chinese Academy of Engineering, and more than 600 elite experts and professionals in clinical departments of various hospitals. China Prescription Drug can share the databank covering more than 4,000 pharmaceutical companies that has been maintained by SFDA South Medicine Economic Research Institute. And the enormous target readership of more than 100,000 mainstay clinical physicians and pharmacists distributed in metropolises and middle-scale cities makes the beneficial interaction with pharmaceutical companies.
Except for its role as the exchange platform and bridge, China Prescription Drug has committed to the new pattern of mass media by concentrating on the following principles:
Interaction between elite experts and academicians and pharmaceutical companies;
Interaction between enormous clinical readership and promotion of pharmaceutical companies;
Promotion of brand creativities of pharmaceutical companies in clinical applications.
Newspapers and Journals Published by SFDA South Medicine Economic Research Institute?
Together with the series of newspapers published by SFDA South Medicine Economic Research Institute, China Prescription Drug has become the axial for brand promotion and product promotion of pharmaceutical companies:
Medicine Economic News
The No. 1 trade paper in the field of pharmaceutical economics in the People’s Republic of China; highlighted with brand promotion and mission promotion of pharmaceutical companies.
The 21st Pharmacy News
The No. 1 trade paper in the retail pharmacy terminal in the People’s Republic of China; highlighted with the promotion of retail products and OTC from pharmaceutical companies.
China Prescription Drug
The No. 1 journal in hospital pharmacy journal in the People’s Republic of China; highlighted with the promotion of clinical promotion for pharmaceutical companies.
So far, China Prescription Drug has cooperated with more than 100 great-scales pharmaceutical companies in clinical promotions, and has achieved outstanding performances. China Prescription Drug has established long-term all-around cooperative relationships with leading domestic pharmaceutical companies such as Harbin Pharmaceutical Grouping Holding Co., Ltd. (HPGC), Guangzhou Pharmaceutical Holdings Limited (GPC), Xinhua-Lukang Pharmaceutical Group Co., Ltd., LIVZON PHARMACEUTICAL GROUP INC., Topsun Group, Tasly Group Inc., Fosun Group, and so on.
China Prescription Drug commits itself to the service of customers: to make sure that the brands and clinical products of pharmaceutical companies can be advertised efficiently and rationally in clinical application areas of the target cities; highlighted with advertising effects of the first-line brands in target departments of the hospitals. Emphases are attached to interactive compound advertising rather than traditional simple advertising in academic journals.
Operation Features
Triplex operational system to realize the close cooperation with client companies:
Column Anchorman：
Every column in China Prescription Drug is supervised by one senior editor to integrate the requirements of clients to the contents, type-setting, and editing planning of each column.????
Customer Service Specialist：
Customer service management is responsible by special customer managers, to communicate with clients and interpret the requirement of clients.?
Compound Advertising Taskforce：
Make out compound advertising strategies for the clients, and in charge of coordination and feedback of the clients. ?
