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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.

More information

The company fully deploys 2018 work

On January 27, the group company held a business analysis meeting to review and summarize the work in 2017, arrange and deploy the work for the new year, and put forward work requirements. At the meeting, various professional companies and directly affiliated enterprises reported on the overall work situation in 2017, focusing on analyzing the existing problems and deficiencies, and proposing corresponding solutions and work plans for 2018. Xiang Chongping, deputy general manager of the group company, systematically combed the current human resources efficiency and human resources development of the company. Chen Tianci, chairman of the board of supervisors, made a report and analysis on the "three reductions and three improvements" and the safety and environmental protection work in 2017. Lan Xiaolong, head of finance, analyzed the risks and challenges currently faced by the company according to the operating data and financial situation of its subordinate enterprises. The functional departments and offices of the headquarters also made a brief report on their annual work. Yu Jianhong, general manager of the group company, made a comprehensive review of the company's operation in 2017, compared and analyzed the main economic indicators of various industrial sectors, and pointed out that looking for new investment and development projects around strategic objectives, promoting the optimization of organizational structure and post setting, significantly improving the level of information management, improving the ability of fund management and tax planning, achieving certain results in scientific and technological innovation and technological transformation, and strengthening marketing management and market expansion, safety and environmental protection work is basically up to standard, training and talent development have achieved new results and other work highlights; at the same time, it summarizes and reflects on the shortcomings in strategic decision-making, management innovation, performance appraisal, market operation, and talent team building. After analyzing the current macroeconomic situation and the future trends of various related industries, Yu Jianhong informed

2020

07-31

Peak Pharmaceutical Invests in Shanghai North Carolina to Build API R & D and Production Base

News from our newspaper On January 19, the group company held the second meeting of the tenth board of directors and reviewed and approved the "Proposal on Foreign Investment of Subsidiary Jianfeng Pharmaceutical." On the same day, Jianfeng Pharmaceutical signed an agreement to invest in Shanghai North Carolina Pharmaceutical Technology Co., Ltd. (hereinafter referred to as "Shanghai North Carolina") by acquiring shares and increasing capital. Shanghai Beika is a high-tech enterprise in Shanghai. It has an academician expert workstation and a number of Shanghai high-tech achievements transformation projects. It has won the title of "second prize for scientific and technological progress" in Songjiang District, Shanghai, "patent pilot enterprise" and "enterprise technology center" in Songjiang District, Shanghai. The company has strong research and development capabilities and has obtained 14 patents. At present, its main business is to provide products and customized services for domestic and foreign pharmaceutical companies. The products mainly include Tinib, alkaloids, carbohydrates and other anti-tumor drug intermediates. The customized services are mainly CDMO (contract development and manufacturing) of new drugs and intermediates. Shanghai North Carolina has two wholly-owned subsidiaries, Anhui Changtai Chemical Co., Ltd. (hereinafter referred to as "Changtai Chemical") and Anhui North Carolina Pharmaceutical Co., Ltd. (hereinafter referred to as "Anhui North Carolina"). Changtai Chemical is a pesticide manufacturer designated by the Ministry of Industry and Information Technology. It was established in July 2007. It now has three chemical synthesis workshops and a pesticide preparation compounding workshop, with 10 product approvals and 13 patents. Anhui North Carolina was established in December 2016. Its business scope includes the customization, production and sales of chemical raw materials and pharmaceutical intermediates, and the wholesale and retail of chemical raw materials and products (except hazardous chemicals

2020

07-30

Peak Pharmaceutical Invests in Shanghai North Carolina to Build API R & D and Production Base

2020

07-31

Jianfeng Pharmaceutical was rated as a provincial trademark brand demonstration enterprise

On December 28, 2017, Zhejiang Administration for Industry and Commerce announced the list of trademark brand demonstration counties (cities, districts), demonstration towns (streets) and demonstration enterprises in Zhejiang Province in 2017. Jianfeng Pharmaceutical Company was identified as a trademark brand demonstration enterprise, and it was also the only enterprise in Jinhua City to enter the list. Peak Pharmaceutical was established in 1998 and obtained the first registered trademark in 1999. Since then, Jianfeng Pharmaceutical has been actively carrying out brand building in accordance with the requirements of the Trademark Law and other laws and regulations, and has set up an intellectual property department to carry out trademark management, rights protection and other activities; it has established a sound trademark management system, strictly in accordance with the provisions of the Trademark Law to supervise and manage the use of trademarks inside and outside the enterprise, and safeguard the legitimate rights and interests of the enterprise. Establish strategic cooperation with professional institutions, for trademark applications, renewals and other work. In recent years, Jianfeng Pharmaceutical has also explored trademark investment, creating value through intangible assets such as trademarks and brands, promoting efficiency improvement, and further expanding corporate influence; at the same time, it has continuously increased investment in new product research and development and technological transformation, and actively Declare various patents to provide strong support for brand building with technological innovation. According to incomplete statistics, Jianfeng Pharmaceutical and its subsidiaries currently have more than 120 valid trademarks, including 1 well-known trademark in China, 2 well-known trademarks in Zhejiang Province, 5 well-known trademarks in Jinhua City, and 2 overseas registered trademarks; Obtained more than 40 domestic and international patents. Trademark is an important part of intellectual property rights, in the knowledge economy, brand effect is increasingly becoming the leading force of economic development.

2020

07-31

Peak Pharmaceutical Invests in Shanghai North Carolina to Build API R & D and Production Base

2020

07-31

The company was rated as an advanced unit of the city's focus on talent and love talent.

News from our newspaper On December 11, the Talent Work Leading Group of the Jinhua Municipal Committee of the Communist Party of China commended the advanced units of Jinhua City that value talents and love talents. 36 units including Jianfeng Group won this honor. The selection of advanced units that value talents and love talents is a measure taken by the Jinhua Municipal Party Committee to further create a good atmosphere of focusing on talents and loving talents, fully respect and make good use of the first resource of talents, serve innovation to drive development, and implement the development strategy of strengthening the province with talents and innovation. The enterprises and institutions that have won this honorary title have always regarded talents as the fundamental driving force for development for a long time, regarded the investment of talents as the most effective investment, and integrated the love of talents into the unit culture. Remarkable achievements have been made in gathering talents, achieving talents, transforming and upgrading, and accelerating development. The Jinhua Municipal Party Committee requires the majority of employers to learn from advanced units, vigorously promote the trend of focusing on talents and loving talents, remove the obstacles to the talent development system and mechanism, and in accordance with the requirements of "walking in the forefront and jointly building Jinhua", in order to promote the construction of a modern metropolitan area and accelerate the construction of the province An important growth pole for high-quality development provides talent support and intellectual guarantee. (this newspaper reporter)

2020

07-31

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