New models for building medical production enterprises marketing
In recent years, the state has invested a lot of material and financial resources to the reform of pharmaceutical industry, but the effect is small, but it has exposed many new problems. These problems are mainly manifested in: the quality assurance of medical production enterprises, the irregularity of drug bidding procurement system, and the huge waste and loss of medical production enterprises, the promotion of new drug promotion, medical industry products protection The uncomfortable system of the system and the lack of market integrity, etc. These issues have caused adverse effects to the public and society, and the unsuccessful medical system construction and the lag of national health awareness and knowledge is lagging, further aggravating the conflict between medical and patients, the lack of medical industry and low level repetitive construction The huge waste of investment is also caused by further shrinking the living environment of medical manufacturers. In the face of this dilemma and status, the old marketing model of medical production enterprises is no longer suitable for this system reform, and pharmaceutical manufacturers must create new marketing models in existing marketing models to adapt to the reform of pharmaceutical industry. Need:
First: take a market research and product development road. With the continuous development and application of new technology, the new cycle of products is getting shorter, and there are more and more similar products, the competition is fierce, making the way to play the world with a variety. How to do a good job in the development of successive products has become the key to the death of medical production enterprises.
1. Do a good job in market research, provide information on the development of new products, and ensure that new products have found a better market prospect. The purpose of the survey is to resolve the actual needs of the market for product R & D services, in turn, and newly developed products.
2, the choice of research and development: medical production enterprises can determine their own research projects according to the needs of the market, combined with colleges, academic institutions and research units across the country, so that scientific research results are quickly transformed into productivity.
3. Serialization and diversity of product development: A company is not only to establish alliance relationships with scientific research units, but also in establishing a diversified alliance relationship with competitors, and developing products and development markets. For example, you sell the products of the obstetrics and gynecology series, and the competitors have developed similar products, just to compete with your obstetrics and gynecology series, you can use, under the wins, for you, And it is none to the comprehensive occupation of the market and enhance its own competitiveness.
Second, build a perfect medical representative network, marketing pathway and expert network platform. Pharmaceutical representative network, marketing channel, expert network three sides are unable to combine, especially expert networks, is the root cause of corporate benefits, it is necessary.
1. The construction and management of medical representatives: Pharmaceutical sales representatives are different from general sales representatives, both need to have marketing knowledge, strong communication skills, more needle medical or pharmacy expertise. Enterprises can use the medical representatives that are suitable for their team construction based on marketing needs, making the team structure more reasonable and higher efficiency. In addition, the entire quality of the marketing team can be further improved through training, and the team's ability is enhanced. In the management of the network of pharmaceuticals, it can be combined according to the market conditions and sales policy of the enterprise, and the project contract system or both. The management method of the office is: is responsible for the company, recruiting the necessary candidates, and performs different personnel division, and the company assumes all the expenses to carry out sales work. It is characterized by comprehensive structure, but the disadvantage is that the cost is out of control and the enthusiasm is not high. Project contract system: That is to give a person or several sales contracts in a local county or a place, which is the advantage of forming offices or other models in accordance with their ideas. The advantage is that the responsibility is clear, the cost is clear, the shortcomings are the package people The monitoring force is weakened. In view of the various modes of various modes, it is best to use contractual office system. Combine the two, first recruit appropriate medical representatives, arrange fixed places for sales, and develop business under the support, follow the costs, and can effectively monitor the entire sales network. At the same time, it can also motivate marketing staff, and it is also possible to eliminate unnecessary spreads, so the most suitable is the combination of the two, and there is more than a different basis. 2. Construction and control of marketing paths: In the process of building marketing pathways, it is necessary to carefully choose a strategic alliance, and must be considered in three aspects such as commercial integrity, economic strength and management. At the same time, the product should also be paid two points on the control of the product: First, the price is reasonable, the second is to circulate, otherwise, the price of chaos and circulation will weaken the competitiveness of the market, the company has established a good business Image will also be damaged.
3, the construction of the expert network platform: In the establishment of the entire platform, the construction of the expert network is focus, but it is also difficult, and the establishment of expert network can be formed through academic network, technical authority and discipline core power center.
Third, the downstream expansion of the value chain: In the entire pharmaceutical industry chain, the pharmaceutical manufacturer is in the top, the risk is large, and it is easy to subject to the middle, downstream enterprises or units. With the reform of the medical system, the state is gradually further facing the medical market. Let go of the development of the medical market to promote the further development of the medical market, under this trend, various funds have been entered, and some large-scale medical groups have been formed to form a team development. In the direction of the expansion, you can start from the next four aspects:
1. National Chain Clinic: Use the expert network resources we have established, and open a special specialist clinic. Its significance is: a. Solving the problems of the people to see the disease, and other experts have also high levels of medical treatment; B. Because the drug directly removes the intermediate link directly from the pharmaceutical manufacturer to the patient, you can create greater profits. But how to carry out chain operations? First, in the country, several specialist hospitals have been established. All localities have opened a small clinic. Through the training of personnel through specialist hospitals, improve the business level, then transport all over the country, in the management method of chain operation, do the unified brand, unified identification, small and flexible .
2. Use advanced network technology and existing expert network resources to form online virtual hospitals, provide online medical and related services. To make full use of expert network resources and corporate product advantages, form online virtual hospitals, and provide medical services by combining with physical hospitals is a new model of marketing of pharmaceutical production enterprises. Virtual hospitals have to rely on a comprehensive specialist network to achieve national network, which can provide experts to make an appointment, detailed medical service platform for medical consultation, medical consultation; can also provide academic exchanges and professional academic service platforms for pharmaceuticals. At the same time, it can also provide a publicity promotion platform for medical enterprises and units. The core of virtual hospital construction is established in network resources, including: expert columns (personal basic data, research direction, diagnosis and treatment), disease knowledge (pathogenesis, pathology, symptoms, diagnosis and treatment methods, Check content, diagnosis, expected results), drug recommendation, hospital recommendation, medical library, special lectures, etc. To better operate, you can use the membership system, and the system provides different services based on the type of members: such as ordinary members can enjoy membership health consultation, providing services related to disease and health knowledge, expert lectures, clinics; for special services : Such as an expert appointment, the search for medical papers and other costs. Virtual hospitals must be fully combined with physical hospitals to achieve medical manufacturers, patients, and experts' tripartite interaction. Medicine manufacturers can avoid being subject to middle, downstream in value chains of weak meat food, and it is more important in: A. Combining our entity networks in our entity network to establish our large synthesis Sex online hospital, covering the whole country; B, increasing experts and patient face-to-face communication, eliminating contradictions, establishing patient confidence; C, forming a strategic alliance with related hospitals and pharmacies, expanding product sales and increase profits. 3, participated or controlled investment and establishment of hospitals: the national medical system reform period, allowing health care institutions to operate capital, there are many hospitals to restructive, shareholding or controlling to establish hospitals, enter the medical market is another way, but It is equivalent to entering another road to industrial development, unlike national chain clinic on its own product sales, this is not much affected by the sales volume of the hospital for its own products.
4. Establish a strategic alliance relationship with the medical unit: establish a strategic alliance relationship with large hospital groups, some chain pharmacies and chain clinics, providing a series of products to achieve a win-win situation under the conditions of mutual benefit.
Fourth, brand marketing and knowledge marketing combined: using the company's brand effect, the product is developed, expand the type of drugs for a specialistic disease, and add different dosage forms to use people who are suitable for different needs, and add network, academic Activities, the propaganda of magazines makes the company's image and the brand a perfect combination, brand marketing focuses on the establishment of the brand, but this establishment requires the accumulation of the moon for a long time. Knowledge Marketing provides the knowledge of pharmaceutical products, reaching interaction with patients in the popularization and communication of knowledge, thus making patients understand the function of medical and health care products and symptoms, is the education of patients, is the propaganda and communication of brands It is the main way of the promotion of many medical products.
With the continuous in-depth of medical reform, the development of the pharmaceutical industry is full of opportunities and challenges, how to seize this opportunity, the key is to fully play the advantage, fully excavate the capital of human resources, is a knowledge marketing New ideas can create a new miracle and walk into the new world.
