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
Spike Health will be identified as "Zhejiang Agricultural Science and Technology Enterprise"
Recently, Jinhua Science and Technology Bureau issued a public notice to identify four enterprises, including Zhejiang Jianfeng Health Technology Co., Ltd., as agricultural science and technology enterprises in Zhejiang Province. According to relevant requirements, agricultural science and technology enterprises in Zhejiang Province must take agricultural products as their main business, and have sound production and operation places, facilities and management systems. Scientific and technological personnel account for more than 15% of the total number of employees of the enterprise, and the annual sales income of the enterprise is more than 5 million yuan (of which the sales income of agricultural science and technology products and technical income account for more than 50% of the total income of the enterprise), presided over the county (city, district) or above science and technology projects, environmental protection to meet the national standards. Since its establishment, Jianfeng Health has attached great importance to the construction of innovation platform and the training of scientific and technological personnel. As of the end of 2016, scientific and technological personnel accounted for 17% of the total number of employees in the enterprise, and 76% of the technical personnel had bachelor's degree or above; the sales revenue of scientific and technological products accounted for about 90%; R & D expenses accounted for 8.9 of the total sales revenue; and undertook 3 scientific and technological projects above counties (cities, districts). After obtaining the honorary title of Jinhua agricultural science and technology enterprise in 2016, peak health applied for the recognition of the provincial agricultural science and technology enterprise. On the basis of the recommendation of the science and technology department of Wucheng District, through the evaluation links such as formal examination, on-the-spot investigation and expert evaluation and defense, Jianfeng Health will finally be awarded the accreditation. It is reported that the Jinhua Municipal Government and the Wucheng District Government will also give certain supporting funds to the enterprises that have obtained the honorary title. (Yang Hao)
2020
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Spike Health will be identified as "Zhejiang Agricultural Science and Technology Enterprise"
Recently, Jinhua Science and Technology Bureau issued a public notice to identify four enterprises, including Zhejiang Jianfeng Health Technology Co., Ltd., as agricultural science and technology enterprises in Zhejiang Province. According to relevant requirements, agricultural science and technology enterprises in Zhejiang Province must take agricultural products as their main business, and have sound production and operation places, facilities and management systems. Scientific and technological personnel account for more than 15% of the total number of employees of the enterprise, and the annual sales income of the enterprise is more than 5 million yuan (of which the sales income of agricultural science and technology products and technical income account for more than 50% of the total income of the enterprise), presided over the county (city, district) or above science and technology projects, environmental protection to meet the national standards. Since its establishment, Jianfeng Health has attached great importance to the construction of innovation platform and the training of scientific and technological personnel. As of the end of 2016, scientific and technological personnel accounted for 17% of the total number of employees in the enterprise, and 76% of the technical personnel had bachelor's degree or above; the sales revenue of scientific and technological products accounted for about 90%; R & D expenses accounted for 8.9 of the total sales revenue; and undertook 3 scientific and technological projects above counties (cities, districts). After obtaining the honorary title of Jinhua agricultural science and technology enterprise in 2016, peak health applied for the recognition of the provincial agricultural science and technology enterprise. On the basis of the recommendation of the science and technology department of Wucheng District, through the evaluation links such as formal examination, on-the-spot investigation and expert evaluation and defense, Jianfeng Health will finally be awarded the accreditation. It is reported that the Jinhua Municipal Government and the Wucheng District Government will also give certain supporting funds to the enterprises that have obtained the honorary title. (Yang Hao)
2020
07-31
Spike Health will be identified as "Zhejiang Agricultural Science and Technology Enterprise"
Recently, Jinhua Science and Technology Bureau issued a public notice to identify four enterprises, including Zhejiang Jianfeng Health Technology Co., Ltd., as agricultural science and technology enterprises in Zhejiang Province. According to relevant requirements, agricultural science and technology enterprises in Zhejiang Province must take agricultural products as their main business, and have sound production and operation places, facilities and management systems. Scientific and technological personnel account for more than 15% of the total number of employees of the enterprise, and the annual sales income of the enterprise is more than 5 million yuan (of which the sales income of agricultural science and technology products and technical income account for more than 50% of the total income of the enterprise), presided over the county (city, district) or above science and technology projects, environmental protection to meet the national standards. Since its establishment, Jianfeng Health has attached great importance to the construction of innovation platform and the training of scientific and technological personnel. As of the end of 2016, scientific and technological personnel accounted for 17% of the total number of employees in the enterprise, and 76% of the technical personnel had bachelor's degree or above; the sales revenue of scientific and technological products accounted for about 90%; R & D expenses accounted for 8.9 of the total sales revenue; and undertook 3 scientific and technological projects above counties (cities, districts). After obtaining the honorary title of Jinhua agricultural science and technology enterprise in 2016, peak health applied for the recognition of the provincial agricultural science and technology enterprise. On the basis of the recommendation of the science and technology department of Wucheng District, through the evaluation links such as formal examination, on-the-spot investigation and expert evaluation and defense, Jianfeng Health will finally be awarded the accreditation. It is reported that the Jinhua Municipal Government and the Wucheng District Government will also give certain supporting funds to the enterprises that have obtained the honorary title. (Yang Hao)
2020
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Zhejiang Jianfeng Group Co., Ltd. is a veteran enterprise in Jinhua. It has a history of 59 years since the first generation of Jianfeng people founded Jinhua cement Plant in 1958. From the initial small cement plant to the current cement, medicine, health products, warehousing and logistics as a supplement, cross-industry, cross-regional comprehensive enterprise group, the peak has embarked on its own development path. In the past two years, affected by the downward pressure on the economy, some companies have fallen into trouble, but the spikes have bucked the trend, and good news has spread frequently. In the past five years, the average annual profit of the peak has exceeded 0.25 billion yuan, and the total profit and tax paid has been 0.827 billion yuan. In the past 2016, operating income 2.379 billion and net profit 0.285 billion, creating the best result in peak history. The net profit in the first quarter report of 2017 was 0.112 billion yuan, setting a new quarterly record. Under the background of "walking in the forefront and jointly building Jinhua", this year, the Jinhua Municipal Party Committee and the Municipal Government proposed to vigorously promote the "three corridor construction" strategic deployment of comprehensive transportation corridors, Jinyichuang corridors, and Zhejiang ecological corridors. It has drawn a new blueprint for Jinhua's future economic and social development. In the face of new opportunities, Jiang Xiaomeng, chairman of Jianfeng Group, said that as the fourth largest metropolitan area in the province, the construction of Jinhua's "three corridors" will certainly have a positive and far-reaching impact on the trend of related industries and the positioning of enterprises in central Zhejiang. The majority of business operators and businessmen should actively participate in the new wave of reform and development, and seriously think about how to combine the construction needs of the "three corridors", give play to play to the enterprise itself, so as to catch the "big car" of Jinhua's economic development, in promoting the local
2020
07-31
Zhang Yiwen, deputy director of the provincial science and technology department, visited the peak
News from our newspaper On July 17, Zhang Yiwen, deputy director of the Zhejiang Provincial Department of Science and Technology, and his entourage visited Jianfeng Group and had a discussion with leaders of group companies such as Jiang Xiaomeng and Yu Jianhong. Jiang Xiaomeng, chairman of the group company, introduced to Deputy Director Zhang Yiwen the development, business status, industrial structure adjustment, product innovation and research and development of Jianfeng Group in recent years from the cement, medicine and health sectors. Huang Jinlong, deputy general manager of the group company and general manager of the pharmaceutical company, emphatically introduced the industrial layout, scientific research level, innovative development direction, achievements, and research projects of the pharmaceutical company. The two sides also exchanged views on information docking, innovation project support, industrialization projects and other related issues. Deputy Director Zhang Yiwen fully affirmed Jianfeng's work in recent years. He said that since Jianfeng's old cement industry has moved to other provinces in recent years, he has paid less attention to it. He did not expect to do so well now. What is particularly gratifying is that Jianfeng pays attention to the investment in technological innovation while developing, and clarifies the development direction of "making the enterprise bigger and stronger". It is a listed company that allows shareholders to rest assured. (Reporter Ni Yingzhen)
2020
07-31
News from our newspaper On July 13, the first council of the "Plant Waste Reuse Industry Technology Innovation Strategic Alliance" with Tianjin Jianfeng Natural Products Company as the chairman unit was grandly held in Tianjin, marking the formal establishment of the alliance. In order to cope with the new challenges brought about by economic transformation and upgrading, in recent years, Tianjin Economic and Technological Development Zone has continuously adjusted its industrial structure, actively introduced innovation carriers and resources, cultivated new growth points, and paid close attention to the support of scientific and technological enterprises. with the goal of cultivating a number of high-growth enterprises with innovative characteristics of the new era, making them the backbone of the economic development of the development zone and even Binhai New area and the main force of innovation and development. In November 2016, the development zone selected 20 science and technology enterprises in the zone as demonstration enterprises for the first time. Tianjin Jianfeng is one of them. With the support of relevant policies of Tianjin Municipal Party Committee and Municipal Government, Tianjin University of Science and Technology, Tianjin Agricultural College, Portuguese Mr. (Tianjin) Technology Co., Ltd., Tianjin Minsheng Biological Engineering Co., Ltd., Tianjin Yibei Red Biotechnology Co., Ltd. and other enterprises and institutions, start to establish the "Plant Waste Reuse Industry Technology Innovation Strategic Alliance" (hereinafter referred to as the "Alliance"), and carry out key technical cooperation research and development of "Plant Waste Reuse" for key health industries, and formulate, revise and promote industrial technology Standards, through the establishment of an open sharing of scientific and technological resources and industrial technology information exchange platform, to promote another new field of green health industry. The convening of the first council of the alliance has received extensive attention from relevant government departments, the media and the industry. Tianjin Science and Technology Commission, Binhai New Area Science and Technology Commission, Tianjin
2020
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