CRM helps medical industry pathway construction
Why is the CRM medical market is a very large market, and pharmaceutical companies have only standardized, scale development. However, the larger size, the higher the management cost, and the medical sales company and chain pharmaceutical stores in place are more obvious. Therefore, competition between enterprises will focus primarily in providing low-cost commodities and high-efficiency services, and the essence of this competition is the competition of management concepts and business model innovation. Pharmaceutical sales are increasingly difficult, the new medical insurance system has different degrees of medical sales, the new drug management law promulgation implementation, in the advertising, many restrictions on OTC drugs, and in prescription drugs, more and more hospitals prohibit medical medicine The representative entered the department, and the new drug management law also restricted the restrictions on the rebate sale. Many general pharmaceutical companies can be divided into a variety of large-class products, but in major categories include several brands and different product specifications; the medical sales channel is more complicated, and the intermediate link passes through layer distributors. Second, for the same complicated marketing data, different levels of management need to analyze marketing data from different angles. The management of information construction in the pharmaceutical industry is: increasing sales, reducing receivables, reduced sales / management / financial expenses, national sales companies sales, payment, and inventory information in time, and integrated manufacturers, distribution Marketing resources such as merchants and retail terminals. Customer relational management can enable pharmaceutical companies to obtain opportunities for competitive advantage by obtaining customer insight. The transition from "Doctor-centered" to "consumers" is a better understanding of customers better understanding customers. Today, the products, prices and even advertisements have been sympathetic, and the differential competition of the passage will naturally become the focus of all enterprises. The uniqueness of customer relationship is the core competitiveness of the enterprise. Why is this now paying attention to customer relationship management? An important reason. Medical sales model pharmaceutical marketing model can be generally divided into new special medicine, Puine, OTC, health products, etc. according to its pharmaceutical products. The newer pharmacoteramid mode is a medical representative to conduct hospital promotion and doctors education. There are commercial companies to cooperate with sales, and their sales process is relatively long, but the benefits are relatively stable, and their concerns are in market share and growth in key hospital customers. Rate, focusing on the completion of product indicators. Pharmaceutical model is to entrust other pharmaceutical companies to carry out end operation, pursue profit and benefits, and its concern is that overall sales, overall costs, profits for each customer. OTC mode is emphasizing the concept of pathway, and the biggest difference between OTC and prescription drug is that the former is centered on consumers, the latter being centered on the doctor. OTC drugs must be promoted through marketing methods, making it down for consumer behavior, looking for their target consumer groups, analyzing their consumption psychological types, and take more targeted positioning and publicity strategies for different consumption types. The health care model is similar to OTC mode, but most terminals are in pharmacy pathways, supermarket mall counters, etc. Most of the organizational architecture of pharmaceutical companies tend to adopt matrices, have a unified market department, sales department, business department, customer service center, etc., and at the same time according to the sales model and sales of products, the product line or brand line operations. The medical industry CRM application customer resources is a valuable wealth of pharmaceutical companies. Customer resource management can help the company segment the target customers, help the regional manager and sales team to determine the customers who need special attention, and can be from the perspective of customer value. Assign visit indicators from the perspective of sales. Moreover, the prescription data can be established through the doctor and patient, so that pharmaceutical companies can quickly distinguish the most potent customers. CRM systems can integrate pharmaceutical companies to establish a unified customer information repository from different channels, different regions. This will enable medical sales representatives to understand the current information records of customers, thus making customers visit more effective, while making sales and marketing staff assessing customer relationships, products, sales and marketing, thus targeting Target Create a more accurate customer profile.
The CRM system can also help pharmaceutical companies analyze changes and data exchanges, collect, analyze, and publish consistent, accurate information from a variety of channels, thus promoting the efficiency and performance of sales teams. Medicine CRM applications are more similar to CRM PRM DRP collection, where narrow CRM is used as the management of customers and employees, and PRM is used as partners management, and DRP acts as a channel distribution. The channel management of the pharmaceutical industry CRM distribution pharmaceutical industry mainly manages the flow of drug goods in sales channels. Including: Monitoring the drug after factory delivery through the logistics direction of all levels, timely master sales inventory of distributors in the system; tracking one-level distributor purchase and return; distribute sales indicators, accounting representatives, community, and sales representatives Sales performance; accounting of distributors and different categories of retailers at all levels. At the same time, channel management has established channel scale indicators for the growth of distributors or retailers in the assessment channel, including access to coverage, urban coverage, pavement rate, distribution network construction. CRM system core - sales process management is a way of medical enterprises management and controlling market, including market development, planning and implementation management, development promotion fees, market operators' work quantitative and assessment, customer classification And the determination of customer credit, etc. Refine decomposition and effectively control of the process of sales work, thereby achieving controlling sales costs and improving sales revenue. The management of distributors, inventory, payment, etc. of medical channels has always been difficult, and the management of receivables must have different response strategies, mainly to strengthen customer credit rating evaluation and customer reputation quota management, and strengthen distributors. Sales detail management. For GSP specifications and batch numbers and validity period management, there is also a problem in the circulation of drug circulation, and it is necessary to strengthen inventory management, and provide prediction to provide forecasts, providing customer expected demand, as a reference for channel dealers. The chain pharmacies and retail terminals are an important pathway and market terminals of drug sales. They have multiple marketing advantages such as direct marketing, community marketing, and store marketing. With the CRM system to strengthen the management of chain pharmacies and retail terminals, it can accelerate the turnover of suppliers. Rate, maintaining the stable growth of sales. In the consumer pharmaceutical industry in the pharmaceutical industry, some direct sales and direct services can be established using office, etc., can establish a group of loyal customer bases, such as cerebral vascular, thrombosis, paralysis, high blood pressure, diabetes, etc. Using the technical advantages of the CRM system, master the basic situation of each patient, such as their medical records and medication habits, by storing patient surveyors and medical history dias, helping them understand their own health. At the same time, it is also conducive to strengthening customer voice management (CVM). Feedback from direct consumer will be the first valuable information of pharmaceutical companies to conduct market research, which can facilitate pharmaceutical companies to conduct detailed investigation of the market for more than diversified products. The drug research cycle is 6 to 8 years, and the drug lifecycle management (PLM) is closely intersive. Consumers' feedback will directly participate in pharmaceutical research, and can shorten drug research as soon as possible. cycle. Through the CRM system, pharmaceutical companies can build their own data warehouses, collect cubes, and use CRM systems to perform data mining, abstract consumer information element and commercial data models in the pharmaceutical industry, perform decision analysis and prediction.
