How to do drug marketing? How to control the sales of OTC products?

OTC marketing control mode is an operation mode with obvious advantages in drug terminal sales at present, which is regarded as a treasure by drug manufacturers and agents. I entered the medical circle from 20 1 1, and the boss of the company has a strategic vision. Since then, the operation of the company has been controlled by sales, so we are also at the forefront of the medical circle. Years of experience in OTC marketing management and control, I think we must grasp three points: products, teams and customers.

I. Products

Nowadays, the pharmaceutical market is changing and the competition is becoming more and more fierce. Without "dazzling" products, it is difficult to occupy a place in the pharmaceutical market. A good controlled product, I think, must have the following characteristics: exclusive products are preferred, not exclusive products but also exclusive dosage forms or specifications, that is, as the saying goes, "rare things are precious"; It is not a large circulation product, because the large circulation product is a "Shunjia model", and it is difficult for the terminal to maintain the price and channel, so the market is chaotic and it is difficult to operate externally; But also has small side effect, good curative effect and convenient administration. These are the advantages of controlled marketing products, and finding such varieties will make controlled marketing even more powerful. Product selection is the key to the success or failure of marketing control, just like going into battle to kill the enemy, you will be more handy with available weapons.

Second, the team

When the products are selected, someone will sell them, and a team with strong fighting capacity will be established. No matter how advanced the model is, no matter how excellent the product is, it is useless if the team has no strength. A team with strong combat effectiveness must meet the following conditions: 1, like-minded. Only when the values are highly recognized can the team have combat effectiveness and cohesion. As people often say: a chopstick is easy to break, but a chopstick can't break. 2. Full-time. Doing sales control is not like doing big circulation, there are many products and the energy is scattered. Controlling sales is to "focus", which is particularly important. Nowadays, sales control modules have sprung up like mushrooms after rain, and for a time, sales control teams have become scarce resources for enterprises to compete for. As a result, part-time jobs have become the norm, which is undoubtedly to quench thirst by drinking poison. In the long run, the pharmaceutical market is becoming more and more professional, and only single-minded people can go further.

Third, customers.

We have a product and a team, and now we are going to sell goods. Our operation mode is "from point to surface". First of all, we must do a good job in selecting points, and we must also follow the "28 principle." Only in this way can we start the market well. How to choose "20%" is particularly critical, and choose customers with good reputation and advanced views to cooperate. Then there is "full bloom" and large-scale distribution of goods. The early stage is "point" driven, and "face" is easier to get. Reasonable distribution of benefits in cooperation is beneficial to quantity, and "spending money" is also an art, which makes customers profitable, the team has motivation and the company develops.

The above are the three key points that I think must be achieved in the control mode, and all aspects are interlocking and indispensable. Within the enterprise, we should keep pace from the boss to the front-line employees. The boss should be a "leader" and set an example. Employees want their bosses to "do what they are told", "listen foolishly, do foolishly, and earn millions foolishly". In practical work, we often analyze and summarize, so as to keep constant and adapt to the market. This is my experience. I hope everyone can communicate more and interact more on the message board.