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)
News Link:
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.
More information
Shanghai North Carolina passed the "Little Giant" annual acceptance
Recently, Shanghai Beika Pharmaceutical Technology Co., Ltd., a new member of Jianfeng Pharmaceutical Co., Ltd., successfully passed the annual acceptance of Shanghai science and technology "little giant" cultivation enterprise. In order to promote the independent innovation of enterprises, improve the core competitiveness of enterprises, enhance the competitive advantage of enterprises in domestic and foreign industries, and speed up the construction of scientific and technological innovation, Shanghai North Carolina applied for the Shanghai "Science and Technology Innovation Action Plan" science and technology "little giant" cultivation project in 2016 and was approved, becoming a member of 87 "little giant" cultivation enterprises in Shanghai in that year, with a project implementation period of 2 years. During the period of the Little Giant Cultivation Project, North Carolina completed the re-identification of Shanghai high-tech enterprises and the identification of Songjiang District Enterprise Technology Center. Songjiang District Enterprise Technology Center was evaluated as excellent, passed the certification of Shanghai Academician Expert Workstation, and passed the acceptance of Shanghai Patent Work Pilot Enterprises. A total of 4 invention patents were authorized, 12 invention patents were applied, 2 registered trademarks were applied, and 4 enterprise standards were formulated, there are 22 product testing reports. In 2017, Songjiang District's industry-university-research innovation project was approved and the project target was completed. Tinib drugs and their intermediates in non-small cell lung cancer (NSCLC) are the dominant varieties in North Carolina. In order to improve the existing tinib product line and consolidate the economic benefits and market share of this kind of products, North Carolina has not only conducted research and development on the latest generation of precision medical special-effect drugs such as cabozantinib (Cabozantinib) and ceritinib (Ceritinib), but also focused on the development of drug intermediates for tinib stars, which are hot spots in the pre-clinical research and development of generic drugs.
2020
07-31
The company held the 2017 Board of Directors and the Board of Supervisors
On April 20, Jiang Xiaomeng, chairman of the group company, presided over the 3rd meeting of the 10th board of directors of the company, and deliberated and passed 15 proposals and reports including the 2017 work report of the board of directors and the 2017 work report of the general manager. The general manager's report pointed out that in 2017, the company focused on the general work policy of "grasping trends, precise development, strengthening standards, improving quality, improving management, and enhancing efficiency", grasping the opportunities brought by economic structure optimization and industrial upgrading, and accelerating innovation Development, in-depth management integration, continuous improvement of management level, improvement of enterprise operation efficiency, strengthening of marketing expansion, and steady promotion of product sales growth, remarkable results have been achieved in technological innovation and technological transformation, the financial structure has been continuously improved, and the core competitiveness of enterprises has been further strengthened. The company achieved operating income of 2.827 billion yuan for the whole year, an increase of 18.81 percent over the same period last year, and realized net profit attributable to owners of the parent company of 348.4943 million yuan, an increase of 22.18 percent over the same period last year, another record high, with earnings per share of 1.01 yuan, achieving the best operating performance in the peak 60-year development process. Total assets at the end of the year were 4.176 billion yuan, an increase of 4.53 percent over the same period last year. In 2017, with the in-depth implementation of the national "One Belt One Road" initiative, cement off-peak production has been comprehensively promoted, industry environmental protection supervision has been further improved, energy conservation and consumption reduction supervision has become stricter, mergers and acquisitions have deepened, industry self-discipline awareness has continued to increase, and the cement industry supply-side structural reform has started.
2020
07-31
The peak represents the two sessions of Jinhua
From March 30 to April 3, March 31 to April 4, the second session of the seventh session of the Jinhua CPPCC and the third session of the seventh session of the Jinhua Municipal people's Congress were held successively. Three deputies to the National People's Congress and members of the CPPCC attended the meeting and actively offered suggestions and suggestions for the future development of Jinhua. Among the three performance suggestions put forward by Jiang Xiaomeng, chairman of the group company, two are about the real economy. He said that the development of the real economy in Jinhua City has encountered many bottlenecks in recent years. On the one hand, the operating costs of real enterprises have increased year by year and the profits have decreased, which has affected the development confidence and investment enthusiasm of entrepreneurs; on the other hand, the current new economic concepts are emerging one after another, and social capital is emerging. The loss of reality has caused a greater impact on the real economy. To this end, Jiang Xiaomeng suggested starting from five aspects to help Jinhua's real economy get rid of its predicament, that is, to create a good environment for investment and enterprises to enter households, such as competitive land elements, supporting public environmental protection facilities, and reasonable supporting industries. Development policies, abundant labor resources, etc.; the government conducts in-depth research on land, factories, taxes, subsidies, incentives, etc, further introduce various preferential policies and measures that are attractive and can stimulate the economic vitality of real enterprises; the combination of government investment promotion and "business investment promotion", and introduce corresponding guidance and incentive policies, through the introduction of business in gold enterprises, it is more convincing and easier to succeed; pay attention to helping existing local industrial enterprises and enhance their enthusiasm; vigorously promote outstanding business operators and entrepreneurs, and create a good atmosphere of respect for entrepreneurs, to boost the enthusiasm of the majority of entrepreneurs to invest in the construction of return home. About Small and Micro Enterprises
2020
07-31
Determination of "60th Anniversary of Entrepreneurship" Series of Activities
In 1958, the first batch of peak people started from scratch and began to build the first cement plant in Jinhua at the foot of peak mountain. Today, 60 years later, the small cement plant has developed into a cross industry and cross regional listed company. In order to commemorate the 60th anniversary of Jianfeng's entrepreneurship, the company decided to organize a series of activities. The activity plan has been basically determined by the group company's office meeting, and an activity leading group led by Jiang Xiaomeng, chairman of the group company, has been established. The group office meeting discussed and decided that the commemorative activities are based on the principles of grand, simple and meaningful. While enlivening the company's cultural atmosphere, concentrating efforts, and enhancing the friendship and exchange of all employees, it also inherits and carries forward the essence of corporate culture accumulated over a long period of time. In order to carry out the activity smoothly, the company decided to set up a leading group for the celebration of the 60th anniversary of entrepreneurship, with Jiang Xiaomeng, chairman of the group company, as the group leader and Yu Jianhong, general manager of the group company, as the deputy group leader. The group members include Huang Jinlong, Zhang Fengliang, Xiang Chongping, Chen Tianci, Zhu Jianwei, Lan Xiaolong and Qin Xuping. There is a celebration working group. The series of commemorative activities mainly include media publicity with the theme of "publicizing peak achievements and establishing peak image"; carrying out manuscripts, calligraphy, painting, photography, speeches and other activities with the theme of "knowing peak and loving peak" and the history of Jianfeng Group's entrepreneurial development as the content; a series of cultural and sports activities with the theme of "strengthening physique and revitalizing peak; the activity of" sending warmth "with the theme of" caring for employees and caring for employees "; the group company with the theme of" infinite scenery at the peak"
2020
07-31
Determination of "60th Anniversary of Entrepreneurship" Series of Activities
In 1958, the first batch of peak people started from scratch and began to build the first cement plant in Jinhua at the foot of peak mountain. Today, 60 years later, the small cement plant has developed into a cross industry and cross regional listed company. In order to commemorate the 60th anniversary of Jianfeng's entrepreneurship, the company decided to organize a series of activities. The activity plan has been basically determined by the group company's office meeting, and an activity leading group led by Jiang Xiaomeng, chairman of the group company, has been established. The group office meeting discussed and decided that the commemorative activities are based on the principles of grand, simple and meaningful. While enlivening the company's cultural atmosphere, concentrating efforts, and enhancing the friendship and exchange of all employees, it also inherits and carries forward the essence of corporate culture accumulated over a long period of time. In order to carry out the activity smoothly, the company decided to set up a leading group for the celebration of the 60th anniversary of entrepreneurship, with Jiang Xiaomeng, chairman of the group company, as the group leader and Yu Jianhong, general manager of the group company, as the deputy group leader. The group members include Huang Jinlong, Zhang Fengliang, Xiang Chongping, Chen Tianci, Zhu Jianwei, Lan Xiaolong and Qin Xuping. There is a celebration working group. The series of commemorative activities mainly include media publicity with the theme of "publicizing peak achievements and establishing peak image"; carrying out manuscripts, calligraphy, painting, photography, speeches and other activities with the theme of "knowing peak and loving peak" and the history of Jianfeng Group's entrepreneurial development as the content; a series of cultural and sports activities with the theme of "strengthening physique and revitalizing peak; the activity of" sending warmth "with the theme of" caring for employees and caring for employees "; the group company with the theme of" infinite scenery at the peak"
2020
07-30
Determination of "60th Anniversary of Entrepreneurship" Series of Activities
In 1958, the first batch of peak people started from scratch and began to build the first cement plant in Jinhua at the foot of peak mountain. Today, 60 years later, the small cement plant has developed into a cross industry and cross regional listed company. In order to commemorate the 60th anniversary of Jianfeng's entrepreneurship, the company decided to organize a series of activities. The activity plan has been basically determined by the group company's office meeting, and an activity leading group led by Jiang Xiaomeng, chairman of the group company, has been established. The group office meeting discussed and decided that the commemorative activities are based on the principles of grand, simple and meaningful. While enlivening the company's cultural atmosphere, concentrating efforts, and enhancing the friendship and exchange of all employees, it also inherits and carries forward the essence of corporate culture accumulated over a long period of time. In order to carry out the activity smoothly, the company decided to set up a leading group for the celebration of the 60th anniversary of entrepreneurship, with Jiang Xiaomeng, chairman of the group company, as the group leader and Yu Jianhong, general manager of the group company, as the deputy group leader. The group members include Huang Jinlong, Zhang Fengliang, Xiang Chongping, Chen Tianci, Zhu Jianwei, Lan Xiaolong and Qin Xuping. There is a celebration working group. The series of commemorative activities mainly include media publicity with the theme of "publicizing peak achievements and establishing peak image"; carrying out manuscripts, calligraphy, painting, photography, speeches and other activities with the theme of "knowing peak and loving peak" and the history of Jianfeng Group's entrepreneurial development as the content; a series of cultural and sports activities with the theme of "strengthening physique and revitalizing peak; the activity of" sending warmth "with the theme of" caring for employees and caring for employees "; the group company with the theme of" infinite scenery at the peak"
2020
07-31