S处方药是治疗脊髓性肌萎缩症（SMA）的一种有效的疾病修正治疗药物，是全球和中国首个治疗该罕见病的药物。SMA属于罕见病，患者人数相对较少，自2019年在中国获批上市之后，已经积累了一部分患者，医生和患者反馈药物的治疗效果和安全性均很好，只是较高的价格是很大的障。而自2022年1月开始S处方药被纳入国家医保目录之后，价格的问题也得到了极大的缓解，越来越多的患者得以被治疗。

作为罕见病的治疗药物，S处方药需要一方面提高医生识别、诊断SMA的能力，并且在明确诊断后能够处方S药品，另一方面还需要帮助医生找到更多患者，通过向公众或者其他方式做疾病科普的宣传，让患者尽早发现并尽早就诊治疗。这两个角度的工作都是能够促进最终处方S药品的驱动力。因此，S处方药的营销传播工作至关重要。虽然在过去的3年时间，S处方药进行了一系列的营销传播计划和活动，但从营销效果看，出现了客户接收到错误信息、重复信息，以及两个部门分别在相同的媒介上传播相似信息给相同客户群体的情况，让传播效率大大降低，并浪费了一定的资源和营销预算。本文尝试对S处方药营销传播策略进行研究，希望通过对既有产品营销、营销传播理论的运用，分析营销传播方面核心问题，进而提出优化后系统性的营销传播策略。

本文着重采用文献研究、案例及数据分析法、访谈及调查问卷的方法，运用传播学中的5W 理论对S处方药营销传播各环节要素进行整理分析。通过对S处方药营销传播现状的回顾，逐步发现：传播目标不尽一致，且缺乏有效沟通机制；未结合受众需求，以单向传播为主；多个职能部门传播内容重复；缺乏重点和细分缺乏媒介渠道整合；忽视受传者反馈，缺乏效果评估机制，造成资源浪费。

本文针对S处方药营销现状和市场环境等现状，对以上各项要素存在的问题逐一提出了优化方案：受众细分，加强“以客户为中心”的传播策略；优化传播者及要传递的核心信息；通过特定沟通机制，将传播媒介进行整合；为受传者提供反馈通道，根据客户反馈制定下一轮传播计划和活动；加强对竞争对手的分析与管理；建立、完善客户关系数据库。并为S处方药建立了一套营销传播管理策略框架。

Prescription drug S is an effective disease correction treatment for spinal muscular atrophy (SMA) and is the first drug in China and even the world to treat this rare disease. SMA is a rare disease with a relatively small number of patients. Since its release in China in 2019, it has accumulated a portion of patients. Doctors and patients have reported that the treatment effect and safety of the drug are good, but the high price is a big obstacle. Since January 2022, when prescription drugs have been included in the national medical insurance catalog, the issue of price has also been greatly alleviated, and more and more patients are being treated.

As a treatment drug for rare diseases, prescription drugs need to improve doctors' ability to identify and diagnose SMA and be able to prescribe S drugs after a clear diagnosis. On the other hand, it is also necessary to help doctors find more patients and promote disease science to the public or other means, so that patients can detect and seek treatment as soon as possible. Both perspectives of work can promote the driving force of the final prescription S drug. Therefore, the marketing and communication work of S prescription drugs is crucial. Although prescription drug S has conducted a series of marketing communication plans and activities in the past three years, from the perspective of marketing effectiveness, there have been situations where customers receive incorrect information, duplicate information, and two departments spread similar information to the same customer group on the same media, greatly reducing communication efficiency and wasting certain resources and marketing budgets. This article attempts to study the marketing communication strategy of S prescription drugs, hoping to analyze the core marketing issues through the application of existing product marketing and marketing communication theories, and then propose a systematic marketing communication strategy.

This article focuses on using literature research, case and data analysis, questionnaire survey, and interview methods to organize and analyze the various elements of S prescription drug marketing communication using the 5W theory in communication studies. Through a review of the current status of marketing and communication of prescription drugs, it has been gradually discovered that the communication goals are not consistent and there is a lack of effective communication mechanisms; Not combining with the needs of the audience, relying mainly on one-way communication; Multiple functional departments disseminate duplicate content; Lack of focus and segmentation, lack of media channel integration; Neglecting feedback from recipients and lacking effectiveness evaluation mechanisms, resulting in resource waste.

This article proposes optimization solutions for the marketing status and market environment of S prescription drugs, focusing on the existing problems of each of the above factors: audience segmentation, strengthening the "customer centered" communication strategy; Optimize disseminators and the core messages to be conveyed; Integrate communication media through specific communication mechanisms; Provide feedback channels for recipients and develop the next round of communication plans and activities based on customer feedback; Strengthen the analysis and management of competitors; Establish and improve customer relationship databases. And established a marketing communication management strategy framework for S prescription drugs.