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
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
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
07-30
"Jianfeng is the leader of Jinhua's state-owned industrial entities. Under the current situation of the'Belt and Road' and building the fourth largest metropolitan area in Zhejiang, it is necessary to give full play to the role of the main force and drive the development of the entire industry." On July 13, Jin Wensheng, director of Jinhua Economic and Information Commission, stressed this when he was doing a special survey at the peak. On the same day, Jin Wensheng and the heads of relevant business offices of the Economic and Information Commission came to the peak to conduct special investigations on the current transformation and upgrading of the building materials industry and how to give full play to the work of the Entrepreneur Association, and to have in-depth exchanges with the management team of the group company. Chairman Jiang Xiaomeng introduced in detail the adjustment of the company's industrial layout in recent years, the current operation of various industries and the development ideas in the next few years, which was unanimously affirmed by Jin Wensheng and his party. Jinhua City is currently striving to build the fourth largest metropolitan area in Zhejiang, and the development of industrial economy is one of the key factors to achieve this goal. Jin Wensheng introduced the industrial economic development plan of Jinhua City, hoping that the peak management will fully understand the situation, grasp the opportunity of "Belt and Road Initiative" and building the fourth metropolitan area, give full play to the management advantages, talent advantages, and capital advantages of established listed companies, make greater achievements in scientific and technological innovation and green manufacturing, and strive to become the Zhejiang model of "Belt and Road Initiative". So as to promote the common development of Jinhua industrial enterprises. The two sides also exchanged views on how to promote the transformation of Jinhua building materials industry, how to better play the role of organizations such as the Federation of Industry and Commerce, the Chamber of Commerce and the Entrepreneur Association, and how to do a good job in summer production safety. (Reporter Fu Yiwu)
2020
07-31
Teachers and Students of Zhejiang Gongshang University Visit Peak Health
News from our newspaper On the morning of June 9, a group of 18 teachers and students from Zhejiang Gongshang University came to Jianfeng Health for a visit and discussion, and conducted research on the establishment of Zhejiang Gongshang University Food Industrialization Research Institute in Jinhua. The leader of this visit is Professor Song Guanglei from the School of Food and Biological Engineering, Zhejiang Gongshang University. The teachers and students are mainly from the School of Food and Engineering, specializing in food science, food safety, biochemical and biotechnology, focusing on extraction and separation, functional activity and The research of functional food, in addition to the professor of the Department of E-commerce of the School of Management Engineering and E-commerce. Chen Daiyou, general manager of Jianfeng Health, Li Wende, deputy general manager, and relevant personnel from R & D, quality management, administrative personnel and other departments attended the forum. Li Wende introduced the basic situation, technical production level, scientific and technological research and development characteristics of Jianfeng Health Company in the form of PPT, as well as the relevant policies of Jinhua Municipal Government on talent introduction. Chen Daiyou focused on the development vision of Jianfeng Health Technology and the construction of scientific and technological talents, and welcomed graduate students from the Industrial and Commercial University to join the team of Jianfeng Health after graduation. Professor Song Guanglei fully affirmed the software and hardware facilities and humanistic management of Jianfeng Health Company. He said that most of the teachers and students who came to visit this time were professional in line with the industry of Jianfeng Health Company. The two sides could carry out in-depth cooperation in product development, technology upgrading and talent reserve. Fourteen graduate students also introduced their respective situations and study and research directions. After the symposium, the teachers and students visited the health company's testing center, R & D laboratory and plant extraction workshop with great interest.
2020
07-31
On June 27, an investigation team led by Pan Weiliang, President of Zhejiang Academy of human resources and social security sciences, and composed of relevant responsible persons of provincial and municipal human resources and social security departments, came to peak to evaluate the harmonious index of labor relations. The index of harmonious labor relations is an important basis for reflecting the degree of harmonious labor relations in a region. Every year, Zhejiang Province collects data from 30 sample enterprises of different sizes and types in terms of employee labor contract signing, social insurance participation, collective contract signing, collective wage negotiation, trade union establishment, labor disputes and labor safety, etc., to evaluate the labor relations in the province. During the peak period, the investigation team exchanged views with Xiang Chongping, deputy general manager of the group company, Qin Xuping, chairman of the trade union, Tang Zhengren, manager of the human resources department, etc. on the status of peak labor relations, checked relevant documents and materials within the enterprise, and conducted relevant questionnaire surveys on some cadres and employees. (this newspaper reporter)
2020
07-31
Teachers and Students of Zhejiang Gongshang University Visit Peak Health
News from our newspaper On the morning of June 9, a group of 18 teachers and students from Zhejiang Gongshang University came to Jianfeng Health for a visit and discussion, and conducted research on the establishment of Zhejiang Gongshang University Food Industrialization Research Institute in Jinhua. The leader of this visit is Professor Song Guanglei from the School of Food and Biological Engineering, Zhejiang Gongshang University. The teachers and students are mainly from the School of Food and Engineering, specializing in food science, food safety, biochemical and biotechnology, focusing on extraction and separation, functional activity and The research of functional food, in addition to the professor of the Department of E-commerce of the School of Management Engineering and E-commerce. Chen Daiyou, general manager of Jianfeng Health, Li Wende, deputy general manager, and relevant personnel from R & D, quality management, administrative personnel and other departments attended the forum. Li Wende introduced the basic situation, technical production level, scientific and technological research and development characteristics of Jianfeng Health Company in the form of PPT, as well as the relevant policies of Jinhua Municipal Government on talent introduction. Chen Daiyou focused on the development vision of Jianfeng Health Technology and the construction of scientific and technological talents, and welcomed graduate students from the Industrial and Commercial University to join the team of Jianfeng Health after graduation. Professor Song Guanglei fully affirmed the software and hardware facilities and humanistic management of Jianfeng Health Company. He said that most of the teachers and students who came to visit this time were professional in line with the industry of Jianfeng Health Company. The two sides could carry out in-depth cooperation in product development, technology upgrading and talent reserve. Fourteen graduate students also introduced their respective situations and study and research directions. After the symposium, the teachers and students visited the health company's testing center, R & D laboratory and plant extraction workshop with great interest.
2020
07-30
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