What are the sales strategies of pharmaceutical enterprises?

Marketing strategy of pharmaceutical enterprises. Differentiated business positioning of enterprises \x0d\ The first thing to say here is positioning. The blue ocean is everywhere, depending on who can subdivide it. Once this piece is effectively subdivided, enterprises can well separate the latecomers and enjoy the high profits of the blue ocean through preconceived market competition. \x0d\ Actually, the differentiated positioning of enterprises mentioned here includes many aspects. There are not only the characteristic positioning of the enterprise's own products, but also the characteristic positioning of the enterprise's operation channels, including the characteristic positioning of the enterprise in various aspects such as service and marketing. \x0d\ Since the word "characteristics" is mentioned in the differentiated positioning here, enterprises must seriously integrate their own superior resources. Enterprises must be clear about their own advantages in the process of attracting investment for a long time. Is it a product feature, with multiple exclusive varieties, new special medicine varieties and medical insurance varieties? Or the characteristics of channel management, such as clinical, specialist, hype or OTC pharmacies, can be used as the first choice for enterprises to implement differentiated positioning to guide their operations. Sales strategy of pharmaceutical enterprises II. Selection of product characteristics \x0d\ For investment enterprises that cannot produce products by themselves and have no market control power, their dependence on products is obvious. Therefore, corporate procurement personnel will make great efforts in product selection, hoping to find exclusive, new, special drugs, medical insurance and other products, as well as products with weak competitiveness. But the reality is that these varieties, as resources that any enterprise in the pharmaceutical industry wants to master, are quite scarce. At the same time, manufacturers are constantly skipping traditional business and developing terminals by their own teams, which greatly reduces the chances of attracting enterprises to find such varieties. \x0d\ Does it mean that if we can't find this variety, the investment promotion enterprises will have to wait for death? The answer is no, we can choose products in another way, that is, choose the sales channels of those special products, and then choose products according to the channel demand. For example, specialized hospitals have developed rapidly in the past two years. Let's take a closer look. These subdivided hospitals are mainly concentrated in andrology, gynecology, urology, liver disease, facial features, anorectal and so on. The amount of related drugs is quite large, so we can choose drugs according to the drug use situation in these specialized hospitals to realize the targeted sales of drugs. \x0d\ At the same time, in the choice of drugs, we must not fall into the torrent of homogenization, and we must stress on distinctive varieties. This "feature" should first be reflected in the product itself. It is not necessarily exclusive or new special medicine, but it must be a variety with few competing products. You can choose the varieties of those small manufacturers, or the varieties themselves are good, but the main business of the manufacturers is not the sales of this product. At the same time, it is necessary to meet the requirements of pharmaceutical natural persons for profit, and there is room for profit. Otherwise, even the best product efficacy and other factors, if there is no profit space to operate, will still not arouse the interest of these profit-oriented medical natural persons. \x0d\\x0d\ sales strategy 3 of pharmaceutical enterprises. Characteristic Channels \x0d\ Investment Channels In the market, some new channels emerging in the increasingly segmented market can also be well explored and utilized, except for the clinic, hype and pharmacy that we usually know. \x0d\ 1 and individual pharmacies \x0d\ refer to those pharmacies that have passed GSP certification, and the number of these pharmacies is huge and spread all over the country. Although the sales volume of a single pharmacy is limited, if it is properly managed, the sales volume generated by group effect is also considerable. \x0d\ 2。 A specialized hospital \x0d\ is a drug that mainly treats a certain disease or a certain kind of disease. In the past two years, it has developed rapidly all over the country, and the consumption is relatively large, which can be used as an important battlefield for channel development. \x0d\ 3。 Large outpatient clinics are similar in nature to specialized hospitals, which mainly appear in some economically developed big cities and exist as an important part of the foundation of local medical system. It also has a clear positioning, mainly taking a certain disease as the main treatment direction, and the dose is also very considerable. \x0d\ In addition, while exploring the above three channels, investment enterprises should also constantly expand their own scale of pharmaceutical natural persons. This kind of search is not simply advertising for these agents to come to you, but through purposeful and targeted search, investment enterprises take the initiative to find by using various resources. For example, in bidding offices all over the country, we can find a lot of information about medical natural persons mainly through clinical channels. We can also find a large number of medical natural persons in affiliated commercial companies around the country at the beginning or end of the month, which need our careful discovery. Marketing strategy of pharmaceutical enterprises. Characteristics integration of investment promotion mode \x0d\ In addition, the current investment promotion mode of enterprises needs to integrate certain characteristics according to the competition situation under the new situation. In order to meet the market demand under the current situation and improve the market profitability of China Merchants. \x0d\ 1, industry brand building \x0d\ brand is influence, and the power of brand is infinite. Although this sentence seems radical, it illustrates the important role of brands in industry marketing. For investment enterprises, from the initial "one room, several people, several telephones", it has now entered the brand era. After all, in the market game, there is a subtle relationship between manufacturers and commercial enterprises, which requires us to form brand recognition of the industry in order to truly enhance the core competitiveness of enterprises. However, the shaping of this brand is different from the product brand of general production enterprises, and should be mainly oriented to the shaping of corporate image brand and characteristic channel brand. \x0d\ 2。 Creating Characteristic Channels \x0d\ It is precisely because most merchants are mainly product agents of manufacturers, and there are no unique products that can be deeply explored and created, so it is more necessary to show their advantages in characteristic segmentation channels. This characteristic channel can be used in clinic, specialty, speculative market or OTC pharmacy. The key is to give full play to one's own advantages in a certain aspect, tilt key resources and achieve breakthroughs. \x0d\ 3。 Innovation of publicity mode \x0d\ Publicity is always an inevitable aspect of investment promotion enterprises for the transmission of product information and corporate image. However, traditional exhibitions, print media, internet, etc. It's getting worse In order to improve the publicity effect, we should not only dig deep into the utility of these commonly used media, but also creatively discover other useful publicity modes or carriers. For example, it is a good attempt to promote enterprise products and brands through innovative media direct mail aimed at medical natural persons. Of course, in places where there are many medical natural people (except exhibitions), no matter affiliated commercial companies, bidding offices or pharmacies, some good methods can be adopted. The key is how to find these potential innovation models.