Some pharmaceutical sales program sample three

Some pharmaceutical sales program sample three

With the development of China's economy, it also brings opportunities to China's pharmaceutical sales enterprises. China's pharmaceutical industry has experienced an uneven course of development, and has made great contributions to the cause of people's life and health. Here are some of the contents of the pharmaceutical sales program sample three that I have organized for you, I hope it can help you, welcome to read!

Some pharmaceutical sales program 1

I. Analysis of China's pharmaceutical market environment

1) Competitive environment of pharmaceutical enterprises

Over the years since the founding of the country, China's pharmaceutical industry has experienced an uneven course of development, and made great contributions to the cause of people's life and health. Since the first batch of China? Pharmaceutical representatives? 1988 appeared in Schweppes, the early 1990s, to foreign companies' pharmaceutical representatives into the terminal hospital promotions for the beginning of the end of the clinical promotion and become a model for domestic pharmaceutical companies to promote sales to follow, after more than a decade of development, with more and more pharmaceutical companies to enter the foreign enterprises to the state-owned enterprises, private enterprises, from a few to the majority of the enterprises, the continuous spread and development, and in the domestic Non-benign soil changes, the previous kind of clinical promotion has undergone qualitative changes, pharmaceutical representatives are not just between the pharmaceutical companies and clinicians product consultants, to the doctor to pay the prescription fee has almost become the golden rule of promotion. Some small and medium-sized enterprises in order to survive, clinical work has become a major magic weapon for the promotion of drugs, pharmaceutical companies and business units are hospitals as the main battlefield of market competition, have to hospitals stationed in the medical representatives, sales representatives of the good show of mixed, in pursuit of personal interests and ignored the overall interests of the community and the enterprise, so that the drug market has gone to a monstrous road. At the same time accompanied by the kind of disorder, the management of the management of the department is out of touch with the vicious competition brought about by the inflated prices of medicines this is the current pharmaceutical market environment, change the current situation, not only is the competent authorities of the problem, but also pharmaceutical companies want to jump out of this circle of problems.

2) WTO under the pharmaceutical competitive environment

With China's accession to the WTO, the pharmaceutical industry to further open up, some of the international pharmaceutical companies and large commercial circulation enterprises to enter, so that China's pharmaceutical enterprises have entered a period of integration. Some domestic pharmaceutical companies previously imitation-based drugs, due to the efficacy of drugs and intellectual property rights issues, its competitiveness will be greatly reduced, the previous foreign enterprises are through the agency sales model will also change, and will eventually affect the entire pharmaceutical environment.

3) national pharmaceutical policy and health care reform on the pharmaceutical market environment

September 30, the pharmaceutical industry anti-commercial bribery self-correction ended, the Ministry of Health is urgently formulating the scope of commercial bribery, to further clarify the boundaries between bribery and normal business sponsorship, and how to prevent and control the playing of? The Ministry of Health is working on the scope of commercial bribery. Developed standards and rules. Prevention and control of commercial bribery in the pharmaceutical industry will become a regular presence, the era of sales with gold is coming to an end, the era of specialized marketing has come. National Development and Reform Commission, "the pharmaceutical industry? Eleventh Five-Year? Development Guidelines" was issued, giving a five-year timetable for health care reform, fundamentally changing the? Drugs for doctors?

ii. In the current pharmaceutical environment, the basic competitive strategy of pharmaceutical enterprises

1) the formation of cost-based competitive advantage in the market

First of all, to strengthen the internal management of their own enterprises, management can not only out of the benefits but also improve efficiency and reduce costs, management of the contents of the such as production management, personnel, marketing, finance, etc., the key to the enterprise's own situation to take the enterprise itself to adopt the appropriate management mode to really out of the benefits, to be able to reduce costs. Management mode can really benefit, in order to reduce operating costs. Secondly, increase investment in research and development, research and development of some of the clinical special efficacy of the drug, apply for a patent, the use of its irreplaceability, to achieve relatively high profits, the profits and then used to expand in other manufacturers of the same quality varieties of the overall scale, which further reduces the operating costs, and improve the competitive advantage of the whole enterprise in the market.

2) the formation of intangible resources based on the competitive advantage

In today's increasingly competitive environment, intangible resources become more important, quality and price in the bidding to win, the brand is a hegemony, is a chain of memories, the brand has a powerful implied role. Pharmaceutical companies with other consumer goods, like a good brand, on the best-selling, more prominent in the OTC drug sales. Pharmaceutical companies to obtain the brand, first, to strengthen the research and development capabilities, to develop drugs with special therapeutic effects, is the most important and most core competencies for the survival and development of the company, in the prescription drugs to obtain the trust of clinicians. Secondly, to strengthen the management ability of the company in order to improve the business level of professional promoters, which invariably also establishes the brand awareness of the company. Third, to establish an overall marketing concept, the company must effectively set up for patients to relieve the pain of disease fundamental business concepts, starting from the end customer rather than the production process to start the strategy, only have a good marketing strategy in order to set up their own good image of the brand.

III. Marketing strategy of pharmaceutical enterprises in the new situation

The process of formulating pharmaceutical marketing strategy is a process of identifying, selecting and developing market opportunities, and accomplishing the tasks and objectives of the enterprise, there are a lot of specific marketing methods and approaches, focusing on the inclusion of drug market segmentation strategy, drug market competition strategy, drug market development strategy and drug marketing mix strategy.

1. Market segmentation marketing strategy, through the identification of consumer groups with different types of consumer needs and desires, the entire market is divided into a number of sub-markets, sub-markets. The purpose is to find the most favorable market segments in the large market, select the most effective target market, develop the most effective marketing strategy, which is conducive to the enterprise to combine their own strengths and the characteristics of the market segments, focusing on limited resources, operating market vacancies in the drug, so as to achieve the economic benefits, but also conducive to the enterprise to constantly adjust the marketing strategy.

2. Competitive market strategy for pharmaceuticals, pharmaceutical companies to develop marketing strategies, not only to market segmentation, catering to the needs of target customers, but also for the same target customer service competitors, in order to make the enterprise invincible in the competition. Market competition strategy is the enterprise for their own survival and development, in the competition to maintain or develop their own strength position and determine the enterprise goal and achieve the goal to fight for the organic combination of strategies. The development of market competition strategy, first of all, to clarify their own competitive position, based on the market structure, clear what kind of competitor they do, so as to take different strategies. Secondly, we should adopt the value of drug use, drug prices, research and development technology, service, time aspects, to explore their own competitive advantages.

3. Drug market development strategy, pharmaceutical companies in the selection of target markets, the development of market strategy at the same time, but also to study and develop the drug market development strategy, that is, the enterprise to expand reproduction, market expansion, the development of business strategy, first of all, we must carefully determine the status of the enterprise's existing business and products, a number of business and product strategic profitability potential should be assessed and analyzed, the limited resources to the development of the business and products of good economic efficiency. We should evaluate and analyze the strategic profit potential of many businesses and products, and use our limited resources to develop businesses and products with good economic benefits. Secondly, through the assessment to determine the strategy, part of the business is abandoned and eliminated. Therefore, it is necessary to develop new businesses, new products, open up new markets, and formulate new business development strategies.

Finally, the enterprise to determine the target market, the development of the corresponding competitive strategy and market development strategy, faced with another decision-making task is to start from the needs of the target market, based on the internal conditions and the needs of the external environment, for the enterprise to develop a reasonable, by the marketing mix of the composition of the overall marketing mix.

4. Pharmaceutical marketing mix strategy, that is, the enterprise comprehensive use of its controllable marketing tools, the implementation of them into a combination, in order to achieve marketing results, the use of 4PS (product, price, distribution channels, promotions) and 4PS (customer needs and desires, customer costs, convenience, communication) and other controllable marketing tools. However, the marketing mix is influenced and constrained by many uncontrollable external marketing environments especially the objective environment. Such as the current aging population, a series of national laws and regulations, the introduction of health care reform policies, WTO, economic globalization and integration, enterprises should closely monitor the macro-environmental trends, adjust the marketing mix of the enterprise and the external environment to adapt to the enterprise to take the initiative, the key to success and development. Enterprises should be good at these controllable factors and uncontrollable factors to adapt.

IV. Drug marketing mix 4PS program

1. Drug variety program, so that an important element of drug marketing, pharmaceuticals should be a holistic concept, while to establish the concept of pharmaceutical quality. Drug varieties program requires companies to pay attention to their own production of pharmaceutical life cycle in different periods using different competitive strategies, and must pay attention to the development of new products, constantly update the product, the foreign company is precisely by virtue of its new product research and development technology and unique pharmaceutical market.

2. Pricing of drugs program, drug prices is currently a very sensitive issue, but also the center of gravity of the health care reform, along with the current bidding prices, Shunga price, the impact of affordable pharmacy drug pricing program is particularly important, the WTO tariffs on some imported medicines will be further reduced, will inevitably lead to the price of imported medicines downward on the formation of some of the generic drugs in the country, some of the price of moderate efficacy of the drugs for the formation of a huge impact, some of the price of the generic drugs, the price of the generic drugs, the price of the generic drugs will be reduced. Moderate efficacy of the drugs on the domestic generic is a disastrous impact, so in the new environment, pharmaceutical companies how to consider the pricing of their products is particularly important.

3. Drug distribution channel program, the long-term marketing model of the domestic pharmaceutical companies, so that pharmaceutical companies have formed a large channel dependence, pharmaceutical companies need to establish a stable pharmaceutical distribution channels.

4. Drug promotion program, with the introduction of the country's new pharmaceutical policy, pharmaceutical companies in the new form must be introduced into a healthy promotional model, a new marketing mechanism, mainly in the following areas to further strengthen the marketing:

1) to give up the previous kind of doctors such as hard work, advertising, promotional fees, prescription fees and other modes of adherence to the customer service-oriented, accelerate product development and brand cultivation, re-integrate sales channels.

2) can be promoted through academic promotions, academic promotional sales, mainly refers to the process of pharmaceutical sales, academic publicity and academic activities to promote sales, this sales model, the requirements of enterprises and business personnel is relatively high, requiring companies to have a very complete academic network. Very specialized knowledge of the sales staff, currently applied more in foreign-funded enterprises. In the academic sales process, such as not a good grasp, will also involve commercial bribery. Academic sales, is the current form of sales, in all aspects is recognized in a way.

3) advertising to pull the beach OTC market, from the OTC market growth rate in a few years OTC market accounted for half of the market. OTC market is one of the main battlegrounds for future competition, and the marketing of this market and the hospital sales difference is large, and more reflective of the pharmaceutical marketing **** sex, to the mega-brand advertising investment to stimulate the consumption of medicines.

4) digital marketing can be carried out, the development of the IT industry, the application of e-commerce, for marketing to inject new vitality, online trading of drugs began to become a reality, with e-commerce to speed up the entire pharmaceutical industry has an incomparable strong advantage, while you can save money but produce greater benefits, the use of online surveys can be collected to the customer's preference and purchase mode, but also better for the They serve, thus reflecting the characteristics of the era of personalized marketing.

V. Summarize

In the face of the new pharmaceutical situation pharmaceutical enterprises should always track changes in national policy, increase their own hardware, software transformation work, through the financial price adjustment strategy, pay attention to the development of products, adjust the target customers, change the traditional way of promotion of hanging gold, pay attention to their own brand strategy, pay attention to the development of the market, to adopt the correct competitive strategy, should be taken in recent years as a market opportunity, the entire pharmaceutical industry after a major consolidation, who will be the most effective way to promote the development of the pharmaceutical industry in the future, and the most effective way to promote the development of the pharmaceutical industry. Pharmaceutical industry after a major consolidation, who grasp the opportunity, who will eventually be able to stand firm in the market, to respond to environmental changes to take the right competitive strategy, continuous innovation is the winning formula.

Some pharmaceutical sales program 2

A SWOT analysis

(a) Opportunity analysis

The pace of modern life accelerated, mental tension, high pressure, plus the party excessive drinking, smoking, air conditioning, a long-term lack of outdoor exercise and other factors, so that the people's immune function disorders, resistance to reduce the immune function is the human body's important physiological functions, immune function dysfunction will be Cause physical weakness, resistance to disease ability to decline, so some people will repeatedly get a cold, headache, cough, now the environment is worse from time to time there is influenza infectious diseases, and poorer immunity is more likely to be infected, can be seen in this purely natural herbal cold capsule market prospects are broad. And most of the cold medicine has a side effect, such as allergies and so on, not only to bring harm to the human body, and is the cure is not the root cause, but only the chance of infection is minimized.

(B) product advantages

Lianhua Qingdian capsule has a good anti-inflammatory, anti-virus, improve the body's immune function, compared with similar products, the product advantages are obvious: 1. high stability, the incidence of allergic reactions is low, 2. with the enhancement of body immunity, the scope of clinical application is larger.

(C) disadvantage analysis

Unique product advantages and good market prospects, making the manufacture of cold medicine businessmen gathered, the competition is becoming increasingly fierce. However, there are already strong brands of pure natural herbal cold medicine on the market, such as: 999 cold particles, etc. Therefore, Lianhua Qingdian Capsule is still in the market. Therefore, Lianhua Qingdian Capsule still need to solve the following problems:

1, brand awareness is not enough

2, product pricing is unreasonable

3, packaging design is not characteristic

4, marketing channels are not smooth

In order to have a good sales prospects for this product is to solve the problem of the product's popularity, the integration of the product's advantages, to speed up the product's market awareness, to cultivate the product, and to improve the quality of the product. Accelerate the product's market visibility, cultivate and develop the market.

(D), risk analysis

Lianhua Qingdian capsule as a proprietary Chinese medicine still exists in some unclear contraindications and side effects.

II. Drug marketing mix 4P program

1. Drug variety program, is an important element of drug marketing, drugs should be a holistic concept, and at the same time to set up the concept of drug quality, the quality of Lianhua Qingdian capsule.

2. Pricing program, drug prices are currently very sensitive issues, the impact of affordable pharmacy pricing program is particularly important, in the new environment, Lianhua Qingdian capsule should be more fully consider the pricing of their own products, so that the price is more pro-people.

3. Drug distribution channel program, the long-term marketing model of the domestic pharmaceutical companies, so that pharmaceutical companies have formed a large channel dependence, Ealing Pharmaceuticals need to establish a stable pharmaceutical distribution channels for Lianhua Qingdian capsule to further develop the distribution channels of the private drugstores.

4. Drug promotion program, with the introduction of new national pharmaceutical policy, Lianhua Qingdian capsule in the new form must be introduced into a healthy promotional model, a new marketing mechanism.

Third, the marketing program

1) To give up the previous kind of doctors such as hard work, advertising, promotional fees, prescription fees and other modes, adhere to the customer service-oriented, accelerate product development and brand cultivation, re-integration of sales channels.

2) can be promoted through academic promotions, academic promotional sales, mainly refers to the pharmaceutical sales process, to academic publicity and academic activities to promote sales.

3) advertising pulling beach OTC market, from the OTC market growth rate in a few years OTC market accounted for half of the market. OTC market is one of the main battlegrounds for future competition, and the marketing of this market and the hospital sales difference is large, and more reflective of the pharmaceutical marketing **** sex, to the mega-brand advertising investment to pull the consumption of medicine.

4) Digital marketing can be carried out, using e-commerce to speed up the online sales of Lianhua Qingdian Capsule, while saving money but producing greater benefits, the use of online surveys can be collected from the customer's preferences and purchase methods, but also better serve them, thus reflecting the characteristics of the personalized marketing era.

Fourth, marketing strategy

(a) Market segmentation

With the different levels of consumers, it is also possible to classify the consumers of medicines into different levels, such as ordinary consumers, advanced consumers, VIP consumers.

(ii) Target Market Selection

In modern society, children and the elderly generally have low immunity, while young people have a higher chance of suffering from inflammation, so the target market is selected as children, the elderly and customers with inflammation groups. Promote sales, in order to increase market share and brand awareness, to establish a strong brand in the industry. Want to increase market share and brand awareness must do the following two points:

1, the formation of a cost-based competitive advantage in the market first to strengthen the management of their own internal business, management can not only out of the benefits and can improve efficiency and reduce costs, management of the contents of such as production management, personnel, marketing, finance, etc., the key to the situation of the enterprise itself to take the enterprise's own management mode in order to really out of the benefits, in order to reduce operating costs, to reduce operating costs. The real benefits, in order to reduce operating costs. Secondly, increase investment in research and development, research and development of some of the clinical special efficacy of the drug, apply for a patent, the use of its irreplaceability, to achieve relatively high profits, the profits and then used to expand in other manufacturers of the same quality varieties of the overall scale, thus further reducing the operating costs, and to improve the competitive advantage of the whole enterprise in the market.

2, the formation of intangible resources based on the competitive advantage

First, in today's increasingly competitive environment, intangible resources become more important, quality and price in the bidding to win, the brand is a hegemony, is a series of memories, the brand has a powerful role in suggesting. Pharmaceutical companies, like other consumer goods, a good brand, it sells well, more prominent in the OTC drug sales. Pharmaceutical companies to obtain the brand, first, to strengthen the research and development capabilities, to develop drugs with special therapeutic effects, is the most important and most core competencies for the survival and development of the company, in the prescription drugs to obtain the trust of clinicians. Secondly, to strengthen the management ability of the company in order to improve the business level of professional promoters, which invariably also establishes the brand awareness of the company. Third, to establish a holistic marketing concept, companies must effectively set up for patients to relieve the pain of disease fundamental business concepts, starting from the end customer rather than the production process to start the strategy, only a good marketing strategy to establish a good image of their own brand.

(C) market positioning

1, the main function of the product

Lianhua Qingdian capsule is a good anti-inflammatory, anti-virus, improve the body's immune system efficacy, can be used to treat colds due to fire or cold caused by the cold, no side effects, you can make the condition of the contagion rate to reach a lower.

2, the product has obvious advantages compared with similar products

(1), high stability, the incidence of allergic reactions to the bottom;

(2), with the role of improving the body's immunity.

V. Marketing Mix Strategy

(a) Product Strategy

Now there are countless cold and flu medicines on the market, which can be used in the following ways to increase the popularity of the product:

1, emphasize the obvious advantages of this product, such as natural, most of the medicine now have added to the human body have side effects of the drug, and this drug does not have such a human body has side effects of the drug. Drugs

2, emphasizing the role of the body's immune system 3, through the packaging to improve the attractiveness of the product, the attraction of the packaging is also very large, is also one of the ways to improve sales.

(B) price strategy

1, cost-oriented pricing: according to the cost of the product to reasonable pricing. 2, competition-oriented: according to the characteristics of the price of competing products to set the price of the product. 3, customer-oriented pricing:

According to the market research questionnaire to set the price of the product.

(C), distribution channel strategy

Sales through hospitals, pharmacies, network direct sales, television and other channels, channel sales partners are divided into two categories: one is the distribution tube customers, is our key partners. Second, engineering customers are our basic customers.

(D), promotional strategies

1, we can do promotions through the drugstore, the use of media, network and other modes of promotion.

2, we can cultivate a number of good customers and establish a good social network.

3, build a good marketing team.

4. Integrate all kinds of local resources and establish a perfect sales network.

5, strengthen the management of the sales force: the implementation of the three A management system, the use of competition and incentives, regular such as open sales meetings, establish long-term development of the idea of using and training combined.

6, according to the market situation and competitors' sales promotion activities, flexible planning some sales promotion activities. Theme ideas to avoid its advantages, attack its disadvantages, according to the company's product advantages and resource advantages, highlighting the focus of the planning and implementation.

Sixth, the summary

Through the above program can be achieved to improve the brand awareness of the drug, to promote the sales of Lianhua Qingdian capsule, occupy a larger market.

Some pharmaceutical sales program 3

First, the current pharmaceutical market situation

At present, the whole country is undergoing a phase of rectification of the pharmaceutical industry, but only a just begun, so now is still in a no specific rules and regulations under the market is too messy. We have to make the existing business scale bigger and stronger before the rectification, in order to be based on the tide of the industry.

Now, there are more pharmaceutical companies and retailers in various regions. Now is the pharmaceutical companies to treat new products, not very enthusiastic. And treat the market to sell the open varieties but sell very well. But in there is a characteristic is either to do hospital varieties to buy good, either in the same kind of varieties on the price is very low, so as to stabilize the market. Capture most of the market share in the market.

Now, the drawbacks of the pharmaceutical industry lies in the market of the same kind and the same varieties of drugs prices are more chaotic, there is no uniform sales price in the region, the same is the Yanhu Ning in various regions and a manufacturer's sales price is inconsistent, which greatly impacted the sales of neighboring regions. This is a great impact on the sales of neighboring regions. Some of the loyal customers have lost confidence in the company, and have lost their sense of identity and dependence.

In the past, the regions were interspersed, each doing their own business, the salesman connected to the regional sales situation is not very well understood, will inevitably impact on their own or other people's sales region. In terms of the sales price of drugs, in the same proportion of the conditions, the profit and the number of sales is directly proportional, that is to say, sales and profits are closely related.

Second, the year work plan

Summarize this year, can be said to be their own learning stage, is x and gave me this opportunity, I'm in the unit when I am a little old man, gave me considerable love, here to say thank you.

Since the business is responsible for x and x area, it can be said that x and x put these two very good sales area to me, I have considerable expectations, but for me is a considerable test. I learned a lot in the process. Including the speech and demeanor between the customers, their own eloquence has been exercised, their courage has been greatly improved.

It can be said that in this year, they are not very satisfied with themselves, first of all, did not create a lot of profit to the company, and secondly, did not allow their customers to be very convincing, there are some customers did not maintain a very good, and there is a lack of understanding of the market, did not grasp the market information in a timely manner. These are the first thing I want to improve in the work of the year.

The year, a new beginning, x since the x, x, x, x five large sales areas into my hands can also be seen x and x made a great determination, because these areas are our base. For the development of our company has laid a solid foundation.

Third, the following is my idea of the next year's work:

1, for the old customers, and fixed customers, to often keep in touch, in the case of time and conditions, to send some small gifts or banquets customers, so that the stability of the relationship with customers.

2, in the possession of old customers at the same time but also constantly from a variety of media to obtain more customer information, including the basic information of the cargo station.

3, in order to have a good performance you have to strengthen the business learning, broaden the horizons, enrich the knowledge, and take a diverse form of learning business and communication skills to the combination.

Fourth, the region's comprehensive situation

1,

x region more commercial companies, are some of the larger potential can be developed in the type of customer resources, the existing commercial companies belong to a class of customers, the larger individuals belong to the second class of customers, individual clinics belong to the three tired customers. These types of customers in the commercial companies still need x's great help. Help me maintain these customer resources in a little bit of transfer over.

2,

area of the existing customers in addition to a few commercial, there are some individuals, in the individual to do medicine, the regions have not developed a large number of individuals to do medicine, these small customers in fact, can give us to create a considerable profit. I should often look for new customer resources in the local cargo stations, pharmacies and other neighborhoods, and strive to put the customer resources in each region are more than a hundred or more.

3x area away from Shenyang more into the price of goods is relatively low, only often communicate with old customers to know the existing price of goods. This can always pull in old customers. In the development of new customers, it is important to talk about the advantageous varieties, such as x, and the noodles. There is also the local commercial companies must be watched closely and firmly.

4,

region, has not been very understanding, but from the side of the region is one of the most difficult to do, but it is also a big enough challenge. There is a lot of business, but very little of it is made. This is a great pity. In the year must be more on these businesses to add more fresh blood to their region.

5,

belonging to the x region, this region has some varieties and its attention, because it belongs to the x varieties, but I will do my best to develop new customer resources, although this area is not good to run, but I must also take. There is no wall that can't be climbed over, can't walk through the campsite.

Combined with the above ideas, the following are my requirements for myself this year:

1, to increase at least 15 new customers per month, but also 5 to 10 potential customers.

2, a monthly summary, to see what their own work mistakes, timely correction next time do not repeat. And timely communication with the internal affairs, get the latest situation of the unit and policy support.

3, see the customer before to understand more about the state of the customer and the needs of the customer, and then do a good job of preparation in order not to lose the customer.

4, to all customers to have a good working attitude, but some customers put forward unreasonable requirements, never in the low three gas. To set up a good shape for the company's corporate image.

5, the customer encountered problems, can not be ignored must make every effort to help them solve. To be a person and then do things, so that customers believe that our work strength, in order to better complete the task.

6, to have enough confidence in the company and themselves. Have a healthy, optimistic, positive attitude towards work, so that we can better complete the task throughout the year.

7, with other regional business and internal communication, teamwork, so as to better understand the latest product situation and their ways and means. In order to continue to grow business skills.

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