Every college student should write a paper when he graduates, which is a summary of what he has learned for many years. Let me answer this question for you. I hope everyone can get to know each other!
1 Chinese medicine papers play an important role in exchanging academic knowledge of Chinese medicine and promoting the progress of Chinese medicine. With the growing ranks of Chinese medicine, the gradual improvement of knowledge level, the continuous improvement of academic level, the increase in the number and quality of Chinese medicine journals, Chinese medicine papers show a trend of increasing and improving year by year, which is very gratifying. However, there are still some problems in the writing and editing of TCM papers, which are not conducive to the development of TCM. The author puts forward some superficial views on the above problems based on the reading of Chinese medicine sci-tech periodicals in recent years.
Judging from the academic papers published in various academic journals of traditional Chinese medicine in recent years, the following problems need our attention.
1. The paper type is monotonous and lacks discipline characteristics.
Although the theory of traditional Chinese medicine is academically solidified and has formed a certain habitual formula in expression, it also has an academic development side, and its expression form must keep pace with the times. As the old saying goes, "change with constancy" shows the dialectical relationship between "change with constancy" and "change" in the process of continuous continuation and innovation of TCM papers. Here, the key lies in the word "change". It's easier said than done. In fact, this change is difficult. After opening the journals of traditional Chinese medicine, the contents and forms of most papers are almost the same for decades: some theoretical papers lack originality, and even some arguments are repeatedly cloned and repeated. Applied papers are more prominent, and the pages are full of case and group case reports, which makes people feel that "a hundred journals are the same, and thousands of articles are familiar". Some journals have opened up medical lectures, medical theories, discussions, answers and other forms, but they have not yet formed their own characteristics and personality. At best, it is a collection of similar problems, lacking the deep connotation of organic communication. Some professional journals with their own characteristics are used to taking the way of comprehensive journals, and as a result, they lose their individuality. For example, magazines that aim at "folk medicine" can't find the content of folk medicine; Magazines with the aim of "emergency medicine" mostly reflect ordinary treatment methods. Some journals also force readers directly or in disguised form out of pure economic interests, with content that lacks scientific and technological basis, exaggerates actual effect and obviously has the nature of advertising, which eventually damages the basic interests of readers.
2. The design of the paper is rough and lacks scientific basis.
A good paper first comes from a good design. Taking applied papers as an example, whether it is cross design, factorial design, orthogonal design or repeated measurement design, it must truly reflect the research purpose and process. Many authors do not understand these basic methods, but use simple grouping instead of design. Most of the papers are a review of past experience, and there are few forward-looking designs. Although some of these papers are nominally "forward-looking", in fact, they cannot hide man-made traces from retrospective content. The above situation is basically a common problem in academic papers of traditional Chinese medicine at present. What's more, some authors fabricate and delete experimental data at will and change the time period of cases, which makes the paper lose its authenticity and credibility. Many papers don't have a control group, and even some articles with a control group are useless: the experimental group and the control group are not only unbalanced in basic elements such as age and gender, and lack of comparability, but also obtained through artificial division rather than random sampling or stratification. This so-called "contrast" has lost its substantive meaning. For example, a doctor in a township hospital reported in his paper that more than 100 cases of organophosphorus poisoning were rescued with traditional Chinese medicine a year, and there were 30 control groups. Not to mention the incredible number of people poisoned in this town, even its so-called "forward-looking" design can not but be suspicious. Imagine if it is possible to compare with the scheme designed by the author under the premise that the poisoned people are in different situations and their dying lives are quickly rescued. People will only feel false, unrealistic and irresponsible.
3. There are many problems in statistical processing, and false positive results can be seen everywhere.
For most paper authors, especially clinicians working at the grass-roots level, the statistical processing of papers is both a headache and a sensitive issue. Some authors have no professional knowledge in this field, and are forced by the requirements of journals to either ask people to help them calculate, or simply take the results used by others and move them here. What's more, just start a number game, change the actual number, and create a false alarm that can serve the design "effect". In this way, it is inevitable that some papers will be "watery" and the methods used cannot be repeated. Some experts have consulted the papers published in domestic core journals in recent 20 years and found that the average misuse rate of statistics is as high as 80%. Even some papers of major projects, 50% have obvious statistical errors. Although the reason is related to the author's scientific research level and moral defects, it is also related to the so-called positive rate that journals generally pursue. It should be pointed out that in the practice of treating various diseases with traditional Chinese medicine, although the two experimental methods or drugs have no statistical significance in clinic, they have achieved basically the same effect, which is very common. It proves the reliability and substitutability of different methods or drugs in clinic, and it is also of great significance in itself. Although the conclusion of superiority (that the new method is superior to the traditional method) is the wish of every researcher, it is actually not easy to obtain, and it is meaningful to obtain the equivalence (that the effect of the new method is basically the same or almost the same as that of the traditional method) or even the non-inferior conclusion (that the new method is difficult to surpass the traditional method, but it has practical and economic value). Various periodicals have to face this basic fact.
This paper lacks literary talent and contains many grammatical mistakes.
No matter what kind of article, it is essentially written language as a means of expression. As an integral part of China's excellent traditional culture, TCM writings have always been very particular about writing skills. When we open the ancient books of traditional Chinese medicine, the sages left behind not only excellent academic classics, but also excellent philology, which is worth inheriting and emulating. Only accurate written expression and beautiful literary techniques can make the content to be expressed clear, attract people's attention and achieve the effect of expanding publicity and influence. Any form of paper must conform to the minimum rules of philology, and writing is not harsh at all. Many articles in TCM journals lack literary talent to varying degrees, and mistakes such as abusing words, inventing words, making unreasonable sentences and using punctuation marks are common. In the comparison of reading newspapers, books and magazines, the author finds that the error rate of periodicals is relatively high. In addition to the author's sense of responsibility and level, it also reflects the shortcomings of some editors' weak sense of responsibility and low cultural quality. In the field of traditional Chinese medicine, which is regarded as a gathering place for scholars, it is not an isolated phenomenon that high-level articles cannot be written and works lack literary talent.
The abstracts of medical graduation thesis 2 are all mice, so why are mice different from Mickey Mouse? This is the concept of brand and non-brand. When it comes to brands, many people think it is mysterious, but it is not. Just like brands in the pharmaceutical industry, such as erythromycin ethylsuccinate and Lijun Sha, there is no difference in chemical composition, but Lijun Sha is far from erythromycin ethylsuccinate in sales volume. Lijunsha is "Mickey Mouse" and erythromycin ethylsuccinate is "mouse"; Lijunsha is a brand, but erythromycin ethylsuccinate is not. What we have to do is to make the product "Mickey Mouse".
First, brand strategy and its implementation
The pharmaceutical industry has a very remarkable feature, which is the so-called "small market, big marketing". The sales of a single product exceeds 654.38 billion yuan, which is rare in this industry. It is different from beer, drinks and other products in the big market, so it is called "small market". Why big marketing? Let's look at the advertisements on TV first. The advertising volume of medical products is quite large, which accounts for a high proportion in the current media. In other words, in today's fierce competitive environment, our pharmaceutical industry has invested a lot of money in marketing expenses. Marketing what? Of course, it is to promote our products. The ultimate goal of marketing is to build a strong brand with high popularity and reputation.
Where does the brand start? There has always been a saying in the pharmaceutical industry: excellent products, excellent market and excellent execution. Product Excellence is very important to the marketing of prescription drugs, and market Excellence is a huge challenge to OTC products. Whether it is prescription drugs or OTC, the implementation of Excellence is a very high level of marketing management. Product Excellence is the direction we have been striving for. If we have a product like Viagra, we don't have to worry about advertising or promotion at all. This medicine will also sell well because it is superior. Although many domestic pharmaceutical companies don't set an upper limit on R&D funds, at present, no China enterprise dares to invest 654.38+0 billion in R&D every year, because R&D comes too slowly.
What if there is no best product? At present, the success of China pharmaceutical industry is mostly based on market excellence. In other words, they identify the market position, and then complete product differentiation through marketing means to meet the needs of consumers. So is it enough to have a good idea and a good strategy? You can think so or imitate others, but you know this: what others have done in the past, you may not be able to do it now; What others do in other companies may not be possible here. Therefore, we must analyze the specific situation, because the external environment and internal conditions of enterprises are constantly changing, and the way out lies in innovation and continuous innovation. You can't take other people's things. Only by innovating with your own culture can you succeed. Innovation needs excellent execution.
Second, the "push" and "pull" in the marketing of pharmaceutical enterprises
What is the marketing book for pharmaceutical industry? In fact, whether it is 4C or 4P, marketing can be simply summarized into two aspects: "push" and "pull". For example, if a person has a cold and goes to the hospital, the doctor will prescribe medicine for hemorrhoids, but of course he won't trust this doctor. However, if there is a theory that "a cold is caused by hemorrhoids, and curing hemorrhoids can cure the cold", then the doctor will prescribe medicine for treating hemorrhoids, and he will believe it. [
The difference between prescription drugs and over-the-counter drugs is that the marketing target of prescription drugs is doctors. The so-called "pull" concept is to give the doctor a statement, as long as there is a statement. Then the doctor has reason to prescribe. However, in the latter statement, among many drugs, will doctors choose this product? In this case, we must "push" Therefore, "push" and "pull" should be combined, and "pull" is the reason for prescribing doctors, establishing academic status and popularizing medical education; "Push" is the motivation to prescribe drugs for doctors, so that their drugs can enter the hospital. Only by combining "push" with "pull" can doctors have reason to prescribe and be willing to prescribe.
In fact, the marketing of OTC drugs can also be attributed to "push" and "pull". Because we really can't find the role of doctors in the OTC marketing chain, the "pull" targets of pharmaceutical companies have to face consumers with product positioning. The so-called "pull" means that consumers have the desire to buy and can afford it; The so-called "push" means that customers can buy it and can easily buy it. Therefore, for the marketing of over-the-counter drugs, we should be a brand. It should be noted that in recent years, the development speed of drug retail business far exceeds that of wholesale enterprises. While doing brand management, pharmacies hope to form alliances and cooperation with pharmaceutical companies. Therefore, pharmacies, especially chain pharmacies, will become the key force in OTC drug sales.
Third, enterprise brand and product brand.
Another difficult problem encountered by pharmaceutical enterprises in branding is the relationship between enterprise brand and product brand. For example, what will everyone think when I mention Yang Sen? Will think of motilium and dyclonine. What do you think of when you mention Tasly? I will definitely think of Danshen dripping pills. But when it comes to Yang Zijiang, I believe most people will be speechless. However, Changjiang is the top three pharmaceutical companies in sales in our country, and there are many products. But why are people so unfamiliar with its name? Because its drugs are more hospital prescription drugs, its brand awareness will be less. From this, we will have such a question, which is better to be a product brand or a corporate brand? In fact, western medicine pharmaceutical companies have always had a wish to get rid of the state of "one card is the only one". However, from the current situation, western medicine pharmaceutical companies even include some Chinese medicine pharmaceutical companies, and it is not easy to promote product sales with corporate brands. In this case, we must first make the product brand. As for whether we can make a good corporate brand in the end, when the industry concentration in our country is very high, and the sales of 8 pharmaceutical companies account for 80%-90% of the total sales, the brand of pharmaceutical companies will play a great role in helping the sales of their product groups.
2 1 century is a century of fierce competition, and it is difficult for enterprises without core competitiveness to stand in the fierce competition. All the existing competitive advantages of enterprises, including resource advantages, technology advantages, talent advantages and marketing advantages, will eventually be transformed into brand competitive advantages of enterprises.