Abstract:

Objective With the advancement of a series of reform policies in the medical and health industry, the distribution channels of pharmaceutical companies have changed from hospitals to retail pharmacies, and a new pharmaceutical retail format—DTP(Direct to Patient) pharmacy has developed rapidly. This paper chooses DTP pharmacy as an example to finish the teaching of channel theory. Methods Use case method to demonstrate the theory of corporate distribution channels, and students discuss in groups to make the comparative analysis of the differences between DTP pharmacies and other distribution channels. Results Graphical methods are used to present the abstract distribution channel characteristics of medicines, show the different characteristics of DTP pharmacy, hospital pharmacy and traditional pharmacy, provide reference for pharmaceutical companies in the choice of drug distribution channels, and clarify market distribution theory. Conclusion Case teaching practice of DTP pharmacy is more vivid than pure theory explanation. It can stimulate students’ interest and initiative of learning, and teachers will do more before class and in class.

Key words:

case method, DTP pharmacy, hospital pharmacy; distribution channels, influence factors, diagram

摘要：

目的 随着医疗卫生行业的一系列改革政策的深入推进，药品企业的分销渠道从医院向零售药房转变，新的药品零售业态DTP药房得到快速发展，基于此，本文选择DTP药房为例的教学实践，旨在达渠道理论教学的目的。方法 以案例法演示企业分销渠道的理论，学生分组讨论的方式，完成DTP药房与其他分销渠道的差异性比较分析。结果 运用图示方式将药品抽象的分销渠道特征直观呈现出来，梳理出DTP药房与医院药房以及传统药房的不同特点，为医药企业在药品分销渠道选择方面提供参考，同时厘清了市场分销理论。结论 以DTP药房的案例教学实践，实践操作性比理论讲解好，激发了学习兴趣和主动性，对教师的课前课中要求进一步加大。

关键词: 案例法, DTP药房, 医院药房, 分销渠道, 影响因素, 直观图示