医药市场营销的DTC模式作为一种新型营销模式,因生产企业直接从事营销活动,顾客在购买行为中需要更高的主动性,它可以为企业节约流通成本,同时增加顾客忠诚度,因而被广泛采用。但是基于企业信息化程度、社会责任意识、法制建设以及消费者科学素养等的制约,这种营销模式在实践中存在不可避免的担忧。 DTC model of pharmaceutical marketing As a new marketing model, because manufacturers directly engage in marketing activities, customers need more initiative in purchasing behavior, which can save circulation cost for enterprises and increase customer loyalty, and is therefore widely used use. However, based on the degree of enterprise information, awareness of social responsibility, legal construction and consumer scientific literacy constraints, this marketing model in practice there are inevitable concerns.