Peak pharmaceutical marketing model big adjustment
Release time:
2020-07-22
Peak Pharmaceutical Marketing Model Great Adjustment
News Recently, reporters learned from the annual work summary meeting of pharmaceutical sales company terminals and agency sales that this year's sales company has changed greatly compared with previous years, and has made adjustments in marketing mode, customer management form, sales area division, marketing distribution mode, etc.
In recent years, with the development of the pharmaceutical industry, the national two-vote system has brought about great changes in the pharmaceutical business, and 4+7 volume procurement has brought about great changes in the marketing mode. However, there are some problems in the terminal and agency markets of sales companies, such as relatively single product and customer channels, high market concentration, weak market development ability, and slow volume increase of inherent channels and newly developed hospitals. To this end, the sales company in order to adapt to the new situation, timely adjustment of the marketing model, enhance the ability to expand the market.
2019 , for Zhejiang terminal market, the sales company divided into 20 project packages by region according to the market business scope. 22 salesmen of the terminal office bid at the meeting site and paid the corresponding deposit. The positions of managers in each office remain unchanged, and the amount of development hospitals and original products has been increased. This is also the first time that Zhejiang terminal has tried to adjust its business by bidding. Through bidding by salesmen, it can stimulate the maximum energy of salesmen and ensure the substantial quantity of terminal sales.
Agency, the sales company will stabilize large customers, subdivide small customers as the focus of work, the agency marketing team model has been changed, set up a large customer service manager and small customer service manager. The major customer service manager is responsible for centralized management and service of major customers and maintaining the quantity of major customers. The small account manager continues to dig into the market, find new agents and maintain the quantity work of other customers. Through big data analysis, the sales company divides customers into large customers and small customers according to the amount of annual sales. Customers with low-price sales of 2018 greater than or equal to 55 are classified into large customer areas of the company, and the rest are classified into small customer areas. Major customers in various provinces and regions are divided into five major customer service areas in East China, South China, Southwest China, Northwest China and North China and one major customer area directly managed by the company, the regional manager who has done the most in the original region acts as the first candidate for the key account manager in the region, and talks about the sales volume of the key account. At the same time, the sales company merged several small customer sales areas, and finally decided on the regional small account manager through bidding.
In addition, the pharmaceutical sales company will also take Sichuan Chongqing, Jiangsu and Shandong as the pilot areas of the commission system to develop the third terminal market and do a good job of market segmentation and sinking. At the same time of attracting investment, local agents are encouraged to transform into terminals, reduce intermediate links, and return the profits of agents to agents in the form of commissions. The sales target in the pilot area consists of two objectives and tasks: investment promotion and commission system. Double assessment is implemented to supplement and implement the commission system sales target. The original small account manager can double span and have priority. If the small account manager in the original area does not accept it, the company will directly employ a special person to be responsible for the commission system sales in the outdoor market except the existing small customers in the area. With the development of the pharmaceutical industry, driven by new policies such as the national two-vote system and 4+7 volume purchasing, the implementation of commission sales will be conducive to the clarity of market sales and the accuracy of assessment, fundamentally curb the behavior of fleeing goods, strengthen the control of the sales company over the market, and be more conducive to the transformation of the self-management mode of later sales, the promotion of new products and the academic promotion of products. Jiang Xiaomeng, chairman of
group company and chairman of pharmaceutical company, said that the adjustment of marketing mode of terminal and agent is aimed at changing the inherent thinking of salesmen and regional managers, subdividing the market and customers with innovative thinking, making it bigger and stronger, and making it more precise. The goal is to achieve substantial growth in overall sales. (Ni Yingzhen Xu Yuting)
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What is "4+7 Quantity Purchase"?
volume procurement is proposed on the basis of centralized procurement, which means that when bidding or negotiating prices in the process of centralized drug procurement, the purchase quantity should be clearly defined so that enterprises can quote for specific drug quantities. This procurement method of clear procurement volume is called volume procurement, and it is also the goal that China's drug procurement has been striving to achieve for many years.
Simply put, volume procurement can be understood as a large-scale "group purchase". The purchase volume is clear, and the low-priced bidder wins the bid. Volume procurement can play a role of exchanging volume for price through market-oriented bidding among enterprises, thus reducing the price of purchased drugs.
Shanghai has already made 3 belt purchases. The China Merchants Securities Research Report pointed out that Shanghai 2018 announced the third belt purchase in 6 in February, purchasing a total of 20 varieties, and giving Shanghai 50% market share to the winning enterprises, enterprises that have not won the bid can only share the remaining 50% market share. However, the state-promoted 11 city belt purchases also give 60% ~ 70% of the market share of to the winning enterprises, while other enterprises can only share the remaining 30% ~ 40% of .
"4+7 " refers to the pilot city for this volume purchase.
November March 14 , the fifth meeting of the Central Committee for Comprehensively Deepening Reform deliberated and approved the "Pilot Program for Centralized Procurement of Drugs Organized by the State", which clarified the general idea of national organization, alliance procurement and platform operation. The joint procurement office composed of representatives from 11 pilot regions issued the "centralized procurement document of 4+7 city drugs" on 11 September 15 .
According to the procurement documents, Beijing, Tianjin, Shanghai, Chongqing and Shenyang, Dalian, Xiamen, Guangzhou, Shenzhen, Chengdu, Xi 'an 11 cities ( means 4+7 cities ) will conduct a pilot project of centralized drug procurement organized by the state. The pilot area appoints representatives to form a joint procurement office as a working organization to implement centralized procurement on behalf of public medical institutions in the pilot area. The
document published a list of 31 procurement varieties.
The way to determine the varieties selected in this "4+7 with quantity purchase" is that if the declared enterprise is greater than or equal to 3 , the lowest bidder wins the bid; If there are more than one enterprise with the lowest price, then the enterprise with large sales volume in 11 118 city won the bid before, if the declared enterprise is 2 , the lowest bidder enters the pre-winning list. If there are only 1 declared enterprises, the enterprise will enter the pre-winning list. In this way, only 1 enterprises of each variety enter the pre-winning list. For the enterprises in the pre-bid list, they are ranked according to the price reduction range: the top ( does not exceed 7 ) wins the bid directly, and other pre-bid varieties carry out price negotiation: refer to the average price reduction of the declared enterprises greater than or equal to 3 winning varieties, and determine the lowest price reduction in price negotiation.
This "4+7 Volume Purchase" takes 12 months from the execution date of the results as a purchase cycle. If the agreed purchase quantity is completed in advance of the purchase cycle, the excess will still be purchased at the selected price until the expiration of the purchase cycle.
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News from this newspaper The results of the 31st Shanghai Excellent Invention Trial jointly organized by the Shanghai Federation of Trade Unions, Shanghai Intellectual Property Office, Shanghai Municipal Committee of the Communist Youth League, Shanghai Science and Technology Association, and Shanghai Invention Association were evaluated a few days ago. The "Quality Improvement and Industrialization Optimization of Erlotinib Hydrochloride and Its Advanced Intermediates" declared by Technology Co., Ltd. won the bronze award. Erlotinib hydrochloride is a targeted therapy drug for the treatment of non-small cell lung cancer, which can prolong the survival time and improve the quality of life of lung cancer patients. It can target and specific sites of action to kill tumor cells, and has little impact on normal tissues. It belongs to the biological and new medical technology in the field of high-tech supported by the state. In this invention, 6,7-dimethoxyquinazoline -4-one, 4-chloro -6,7-di (2-methoxyethoxy) quinazoline and 3-aminophenylacetylene are important intermediates of erlotinib hydrochloride, which is also an important intermediate of icotinib hydrochloride, the first new anti-tumor drug of tinib in China. The invention designs and adopts a new synthesis process route, which can effectively reduce the cost of raw materials, the reactions are mostly aqueous phase reactions, energy consumption and three waste emissions are reduced by about 35%, industrialization conditions are optimized, product quality is improved, and it is applied to Industrialized mass production is conducive to the production of high-quality and low-cost erlotinib hydrochloride drugs and reduces the economic burden of patients. The Shanghai Excellent Invention Trial was founded in 1987. It is an important science and technology award approved by the Shanghai Municipal Government. It not only strongly promoted the majority of employees to carry out invention and creation activities based on their posts, but also improved the order.
2020
07-31
Jiang Xiaomeng was selected as one of the top ten news figures in the building materials industry. "China Building Materials" magazine published an exclusive interview in August. The 8th issue of 2019 "China Building Materials" magazine published a few days ago. In the "Exclusive Perspective" column, it published an exclusive interview with Jiang Xiaomeng, the top ten news figures in the building materials industry in 2018, the party secretary and chairman of the group company. The selection of the top ten news figures in the national building materials industry initiated by "China Building Materials" magazine has established nearly a hundred shining figures in the industry since 1999, which has attracted widespread attention in the industry. The selection of the top ten news figures in the building materials industry in 2018 is described as follows: Jiang Xiaomeng is a scholar and practical outstanding entrepreneur. In 2018, with his strategic thinking of insight into the future, he united and led cadres and employees at all levels of Jianfeng Group to actively adapt to the new economic normal, focusing on deepening supply-side structural reforms, the "Belt and Road" initiative, and vigorously advocating corporate transformation and upgrading and high-quality development. Work, seize opportunities, reform and innovate, and achieve historic new achievements in the development of the peak 60 years. The group's overall economic efficiency and development quality have been significantly improved. In recent years, under the leadership of Jiang Xiaomeng, Jianfeng Group has seized the opportunity to join forces with central enterprises to participate in the establishment of Southern Cement, effectively integrate the cement market in Zhejiang Province, optimize the allocation of cement industry resources, and greatly improve social and economic benefits. It has a positive and far-reaching impact on the supply-side structural reform and healthy development of the cement industry in Zhejiang Province. At the same time, the long-term layout of the peak group, strategically predict the direction of national development.
2020
07-31
Jianfeng Group started from a small cement plant with an annual output of 30000 tons in 1958. Through horizontal alliance with township enterprises, the formation of enterprise groups and the implementation of joint-stock reform, Jianfeng Group took the lead in listing in China's cement industry in 1993 and explored diversified operation. In 2007, Jianfeng joined hands with the central enterprise China Building Materials to participate in the establishment of Southern Cement, which strategically shifted the focus of the cement industry, and at the same time through enterprise mergers and technological innovation, the pharmaceutical industry is growing rapidly ...... Such a long history, in the industry has a good reputation of enterprises, Zhejiang Province, the earliest existing listed companies, its head is Jiang Xiaomeng. Focus on Industry Jiang Xiaomeng has spent nearly 40 years in Jinhua Cement Factory, the predecessor of Jianfeng Group. As a witness and promoter of the development and growth of the peak, Jiang Xiaomeng said that the sustained and steady development of the peak group benefits from the long-term focus on industry, which is the value orientation of the peak and the responsibility of the enterprise. Whether there was only a single cement industry in the early stage or the diversified development after listing, all the investment projects of the peak have not left the industry. With the continuous emergence of new economic formats, many people once suggested that the peak should be transferred to the "fashionable" and rewarding industries such as the Internet, but they were all rejected. Jiang Xiaomeng explained that it is necessary to use professional people to do professional things. Peak's years of experience, talents, and resource accumulation are all in industry. Although the new format is good, it is not necessarily suitable for peak development. Take cement as an example, even in the case of peak pharmaceutical has occupied the group.
2020
07-31
Jiang Xiaomeng was selected as one of the top ten news figures in the building materials industry. "China Building Materials" magazine published an exclusive interview in August. The 8th issue of 2019 "China Building Materials" magazine published a few days ago. In the "Exclusive Perspective" column, it published an exclusive interview with Jiang Xiaomeng, the top ten news figures in the building materials industry in 2018, the party secretary and chairman of the group company. The selection of the top ten news figures in the national building materials industry initiated by "China Building Materials" magazine has established nearly a hundred shining figures in the industry since 1999, which has attracted widespread attention in the industry. The selection of the top ten news figures in the building materials industry in 2018 is described as follows: Jiang Xiaomeng is a scholar and practical outstanding entrepreneur. In 2018, with his strategic thinking of insight into the future, he united and led cadres and employees at all levels of Jianfeng Group to actively adapt to the new economic normal, focusing on deepening supply-side structural reforms, the "Belt and Road" initiative, and vigorously advocating corporate transformation and upgrading and high-quality development. Work, seize opportunities, reform and innovate, and achieve historic new achievements in the development of the peak 60 years. The group's overall economic efficiency and development quality have been significantly improved. In recent years, under the leadership of Jiang Xiaomeng, Jianfeng Group has seized the opportunity to join forces with central enterprises to participate in the establishment of Southern Cement, effectively integrate the cement market in Zhejiang Province, optimize the allocation of cement industry resources, and greatly improve social and economic benefits. It has a positive and far-reaching impact on the supply-side structural reform and healthy development of the cement industry in Zhejiang Province. At the same time, the long-term layout of the peak group, strategically predict the direction of national development.
2020
07-31
Jiang Xiaomeng was selected as one of the top ten news figures in the building materials industry. "China Building Materials" magazine published an exclusive interview in August. The 8th issue of 2019 "China Building Materials" magazine published a few days ago. In the "Exclusive Perspective" column, it published an exclusive interview with Jiang Xiaomeng, the top ten news figures in the building materials industry in 2018, the party secretary and chairman of the group company. The selection of the top ten news figures in the national building materials industry initiated by "China Building Materials" magazine has established nearly a hundred shining figures in the industry since 1999, which has attracted widespread attention in the industry. The selection of the top ten news figures in the building materials industry in 2018 is described as follows: Jiang Xiaomeng is a scholar and practical outstanding entrepreneur. In 2018, with his strategic thinking of insight into the future, he united and led cadres and employees at all levels of Jianfeng Group to actively adapt to the new economic normal, focusing on deepening supply-side structural reforms, the "Belt and Road" initiative, and vigorously advocating corporate transformation and upgrading and high-quality development. Work, seize opportunities, reform and innovate, and achieve historic new achievements in the development of the peak 60 years. The group's overall economic efficiency and development quality have been significantly improved. In recent years, under the leadership of Jiang Xiaomeng, Jianfeng Group has seized the opportunity to join forces with central enterprises to participate in the establishment of Southern Cement, effectively integrate the cement market in Zhejiang Province, optimize the allocation of cement industry resources, and greatly improve social and economic benefits. It has a positive and far-reaching impact on the supply-side structural reform and healthy development of the cement industry in Zhejiang Province. At the same time, the long-term layout of the peak group, strategically predict the direction of national development.
2020
07-30
On August 29, the group company held the 11th meeting of the 10th board of directors of the company by means of communication, and deliberated and passed the semi annual report of Jianfeng group in 2019 and the amendment of internal control system of the company. In the first half of the year, the company focused on the general work policy of "innovation and reform, integration and improvement, scientific layout, and steady development", grasping the opportunities brought by economic structure optimization and industrial upgrading externally, continuously integrating resources internally, and improving the internal management system. Improve the efficiency of enterprise operation. In the first half of 2019, the company achieved total operating income of 1.686 billion billion yuan, an increase of 12.17 percent over the same period last year, and the net profit attributable to the owners of the parent company was 0.476 billion billion yuan, an increase of 57.55 percent over the same period last year. At the end of June 2019, the Company's total assets were $5.383 billion, up 9.82 from the beginning of the year, and its net assets were $3.817 billion, up 10.64 from the beginning of the year. In the first half of the year, the company made a new breakthrough in the expansion of cement business. The group company has completed the acquisition of 100 equity of Guizhou huangpinggu longmingchuan cement co., ltd. and continues to invest in the construction of its new dry cement production line with a daily output of 4500 tons of cement clinker (with waste heat power generation). Yunnan Jianfeng invested 5 million yuan to participate in the establishment of Yunnan Jianfeng Da Zhan Cement Co., Ltd., which plans to build a cement clinker production line in lameng county, Xishuangxian Dai autonomous prefecture by capacity replacement according to relevant national policies. The company's cement subsidiaries continue to carry out in-depth "three down three improve" activities, stable.
2020
07-31
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