医药精细化招商管理与控制

1、医药精细化招商管理与控制( Management and control of fine medicine investment )The forty-second national new drug fair kicked off in Xiamen in early August, it is an unprecedented business cooperation summit, sincere cooperation is mutually beneficial, and closely related to the game or retreat, different market

2、ing From EMKT. Com. Cn people have different interpretations. No matter is the country known brands, or unknown small enterprise; no matter whether the national commercial reputation, or lord it over a district regional business. Facing a high income, low profits, profits down"period, in the ph

3、armaceutical industry, health care reform, howto guarantee the reasonable prices, how to ensure the production enterprise; living space; bidding, how to really do justice, fair and public supervision, how to protect the place. Whenthe new deal comes out and the industry and Commerce intensifies, a s

4、upply chain revolution with the theme of "discourse power" is also taking placeSince the operation of the medical investment model, pharmaceutical enterprises often makearticles on the price of their products, and try their best to makethe agency price or buyout agency price very low, and

5、the products with about 10 buckles can be found everywhere. Widen product spreads and attract distributors / agents to cooperate. With the frequent quality of red light in 2006, the hidden dangers of low quality products have rewritten the latent rules of medical investment. Price, quality, service,

6、 brand and other factors are more and more valued by consumers, distributors and agents. New investment rules have gradually been widely accepted. Such as: terminal promotion, clinical academic outsourcing, and eveninvestment process outsourcing, more and more attention has been paid to the pharmace

7、utical business. "A major event will operate in fine", "Wen Dao successively, specialize in" under the newsituation, more and more pharmaceutical enterprises are facing high development costs, and for the occasion should be said that the small and mediumsized pharmaceutical enter

8、prises to survive and develop the best policy. How to carry out meticulous managementof the investment areas, mainly from the following aspects:First, investment products screening and product design1, accurate positioning and analysis of productsUsually a complete product concept is made up of four

9、 parts:Consumer perspectives: issues raised from the consumer point of view;Benefit point: explain what benefits products can provide for consumers;Support: explain how the product solves the problem in the consumer's opinion;Sum up: the essence of the above three points is expressed in the lang

10、uage of generalization.Product positioning: the interests of product positioning - feature analysis is the best source of product concept, but the product concept contains more content than the productpositioning, usually it has four aspects:What does it do, that is, what benefits does it provide to

11、 consumers?;What is it, that is, the product characteristics that ensure the realization of product benefits;"Who serves it", that is, the target customer of the product;What does it meanfor consumers, that is, the personality, image and so on.At the same time to ensure that no product qua

12、lity hazards, product force is the product of long-term sales foundation, and fully tap the characteristics and characteristics of products, refining the product selling point.Not only that we shall be on investment products to do in-depth research analysis: at present, the products of the market ca

13、pacity, market share, similar products in the category of market share, sales and operating space design competition varieties, in order to determine whether there is a market potential of the products. In addition, the product is a brand product, which determines the development of different operat

14、ing space.2, design personalized marketing programThe positioning of the product should be differentiated, and the investment proposal should be unique, so it is necessaryto design a personalized marketing program for the investment products. Target customers, pharmaceutical companies, resources, se

15、rvices and marketing strategies for different agents, distributors, and pharmaceutical terminals. Formulate reasonable sales target, clear distribution, agency area and distribution authority. Strong guarantee agent authority. Traditional investment is only the buying and selling relationship betwee

16、n products,Marketing plan will guarantee the interests of the community between the value chain distribution is reasonable, right, is a powerful measure to ensure all aspects of product marketing resources, centralized target concentration!Two, determine investment targets, strategies, models, plann

17、ing1, investment target managementPharmaceutical companies in order to quickly return the funds to ease the cost pressures, and through investment to establish marketing network quickly, occupy the market, so as to achieve the training team, summarize the experience, refine the market operation mode

18、to. From the overall and long-term point of view, the adoption of investment strategy is not only a meansof rapid expansion of enterprises, so as to effectively avoid the operational risks of enterprises, but at the same time we must set a reasonable goal:(1) . Quality objectives: brand building goa

19、l is to carry out the future planning of the existing brand, the current majordissemination of what kind of brand concept, which lays the foundation for the future brand?.(2) . Quantitative objectives: to formulate feasible sales target, the first capital target, network target, terminal goal, marke

20、t share target and profit target. Do not be too ambitious goals, must comply with the principles of SMART (specific, measurable, challenges can be realized, and the time limit).2, meticulous investment strategy managementProfessional agents in hospitals are called as special forces in the industry.

21、They rely on a strong distribution of resources (network, network, personnel, funds, they need special varieties); the manufacturer recommended varieties, when the enterprises face a temporary shortage of funds, the network is not complete, the team is not ideal, you can use the social resources, le

22、veraging on hospital professional agents;(1) the overall planning investment system: to plan the existing investment strategies, to determine their target investment groups, to choose the proper way to attract investment, and to formulate appropriate investment policies. China is not only selling pr

23、oducts, in the promotion of profit opportunities and solutions, between the pharmaceutical industry and the pharmaceutical business only complementary advantages, in order to complete the whole process of each one takes what he needs, product marketing! Agents are the middle link of product marketin

24、g, the channel, not the final consumer. Finding the right agent is the beginning of the sale of the product, not the end of the sale.(2) the channel construction work center of gravity: pharmaceutical companies have an obligation to assist agents in product distribution, the establishment of profess

25、ional hospital management, terminal promotion guidance mode, training and guidance, improve the generalization ability and professional level agents. The establishment of two level distribution system: as far as possible in each level are unable to direct supply of goods to set up two levels of busi

26、ness directly, establish the two level marketing system, to avoid the re allocation of two level business. Enterprise sales staff directly to two level of business sales, promotions, services and management, to ensure the full interest of the two dealers, while maintaining price order and logistics

27、order.(3) micro analysis terminal amount: analysis of investment products, expectations and potential risk assessment, variety screening of competing products strategy, investment policy making, market size, regional restrictions, terminal development, channel (agents) survey objectives and policy o

28、rganization guarantee target terminal sales, product structure and analysis sales model and policy, commercial channel analysis, regional difference analysis, clinical analysis only to academic analysis to the target with the prescribing physician department. Truly safe. Three, meticulous investment

29、 management control:Establish sales channels of pharmaceutical enterprisesis thefirst choice of channel resources, then strive for terminal resources, and the basic principle for the channel resource is the guarantee of the distributors / agents short-term interests, expected benefits and risks, exp

30、ected profit, and the distributors / agents basic managementmeansis: communication, profit control, inventory control and marketing program control master, as far as possible more terminal customer resources.1, the key points of investment control: to the agents of the real terminal for the basic di

31、vision of units, as far as possible to have terminal resources based agents. Don't blindly divide geographically,To fully consider the controllability of the future, to avoid "appeasement brings disaster". In addition, the strength of agents, to see if he really has the strength and ab

32、ility to operate on behalf of the province. In the process of attracting investment, the regional indexes should be divided into equal parts, so that the agents in the region are not large enough to be split at the right time. Give full consideration to the resources owned by the enterprise itself.2

33、 、 screening and classification of agents / distributors:3 、 dealer / dealer rating scale4, dealer / dealer option weight table5, the first delivery volume and hospital purchase requirements: annual sales agreement index of 10-15% for the first batch of purchase quantity, in the tender within 20 day

34、s after the target hospital for hospital procurement. The "two rules", the policy of hospital funds is limited, competitive products exclusiveconditions, time and speed will be the key elements of drug in hospital, so the "commercial advance", which in the absence of prior to bid

35、ding, the implementation of investment began to work.6, margin system: delivery agents need a certain margin to the enterprise (market margin, margin index, bidding deposit, Cuanhuo margin) late in the signing of the contract within 5 days by telegraphic transfer or bill of exchange, cash payment co

36、mpany, signed a contract to pay a deposit of 10%of the amount of deposit market, expiration or termination of the contract. Return the company according to the situation of all or part of the deposit, interest.7, agent / distributor evaluation and incentive: quantitative and qualitative assessment i

37、s divided into two kinds: quantitative assessment, including the completion of the development of hospital, according to the sales index (regions, departments, hospitals, doctors) staffing, customer loss rate: the number of distributors, terminal number of hospital. Qualitative assessment: enterpris

38、e development strategy, planning, corporate culture construction, team building, team cohesion, team combat effectiveness. Incentives for agents / agents include: sales volume, rebate award, channel maintenance award, price credit award, reasonable inventory award, dealer Collaboration Award, market

39、 development award.8, agent / dealer training and market support: as agent / dealer groups time, busy with work, the judgment and the ability to grasp the future is relatively weak, lack of information, the information demands, managementexperience is relatively small.Pharmaceutical enterprises prov

40、ide training support for agents / distributors; in addition, they provide enterprise brand building, professional academic promotion support, medical journal forums, medical marketing training, etc. Provide more sales opportunities and personal development opportunities for distributors and distribu

41、tors.9, after-sales service: the establishment of national advisory line, to help dealers answer patient consultation. And the establishment of product service commissioner, dealers and patients to accept complaints, timely follow-up advertising planning and successful operation of the latest market

42、 experience. "The new medicine" for the dealer issued monthly, convey around the successful market operation experience, comprehensive marketing guidance. A national marketing exchange will be held every year, inviting famous marketing experts to give lectures and strengthening the exchang

43、e of information.10, government affairs management: government affairs management usually includes three major contents: bidding, bidding, price management, medical insurance declaration management. The main task is to grasp the new trend of bidding policy and predict the opportunities and challenge

44、s brought by bidding. Fully collect and deal with the bidding information. And to support clients in bidding activities, health care and price management. In particular, the active collection and communication of tender information with the agents in a timely manner, standardization of bids, data pr

45、eparation and tender support, and information feedback process. The whole process management and control.Since 2006, the government has stepped up efforts to counter commercial bribery, and somenew laws and regulations have been continuously improved and perfected. The state strongly advocates biddi

46、ng for sunshine procurement, especially in the prescription management, and implements "one product, two regulations", so as to make prescription drug marketing enter a new turning point. It has becomean inevitable trend that the marketing mode of prescription medicine is gradually transfe

47、rred from the sale of gold to academic promotion. Manufacturers in cooperation with agents, from the value chain as a whole co-ordination, reasonable division of labor, a clear positioning,To carry out academic promotion activities and change the doctor's prescription habits is the fundamental w

48、ay to sell prescription drugs in hospitals. From the regional agency to the target hospital agent, from extensive management to fine management, the fundamental purpose is to make the sale of prescription drugs in hospital intensive and meticulous farming, control the market, to achieve a win-win si

49、tuation.Comments: Gao PucaiFirst, we must define and understand the concept of investment:At 1, investment economics: enterprises in accordance with the specialization principle to do their best to share social resources, expertise, and capital management, and cyber source rich market intermediaries

50、, to set up win-win strategic partnership. It is a newtype of distribution cooperation model with lower operating cost, more flexible operation, higher efficiency and more advantages in competition. Makethe channel innovation become the core advantage of enterprise competition.2, the concept of gene

51、ralized Investment: in order to makefull use of social resources scattered and open up the market, to provide goods and services to the market, put in different aspects of their value chain management manufacturers, distributors and retailers through the construction of a relatively stable and seek

52、a win-win partnership, as a virtual enterprise, in order to achieve complementary advantages, shared risks and benefits of strategic alliance, people used to build the channel partner alliance called simple investment, including planning, construction, operation and access channel management system.

53、3, narrow sense of investment concept: select suitable for enterprise development, in line with the company's channel network construction requirements of channel partners - dealers this enterprise activities abbreviation.Two, investment is not only the sale of products, but to build a community

54、 of interests.The initial stage of investment is the buying and selling of products, the intermediate stage rises to partnership, and the advanced stage promotes the strategic cooperative relationship. Only by meticulous managementcan we realize the purpose of the community of interests:1, loose int

55、erests become a close strategic partnership2, parallel relations become vertical, interest integration relationship3, simple contractual contractual relationship turns into management type, cooperative type and company type relationship4, longer and more confusing channel network becomes flat and clear network channel5, the simple disorder radial network distribution becomes reasonable network distribution, easy to reach information sharing, logistics smooth, risk sharing, benefit sharing idealThree, investment i