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
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
Trial operation of large pharmacy micro-mall
The construction of the micro-mall of Jianfeng Pharmacy is basically ready at present. On June 17, Shuangxi and Donglai chain stores took the lead in the trial operation of the micro-mall. At present, online consumption through computers and mobile phones has become a way of life in China. In particular, various software represented by WeChat covers more than 90% of smart phones, and has many functions such as information exchange and online payment. It is a new type of shopping system based on WeChat platform, using mobile Internet technology to realize the integration of online and offline marketing. At present, there are more than 1000 kinds of commodities on the shelves of the micro-mall of Jianfeng pharmacy, mainly OTC commodities of over-the-counter drugs, which are basically synchronized with pharmacies. Customers only need to pay attention to the public number of Jianfeng Pharmacy and enter the micro-mall to collect coupons through the "online drug purchase" on the public number page. They can find the required drugs on the mobile phone to purchase and pay for them. The delivery method can be delivered to the door or the store can pick them up by itself. The purchase of drugs through the micro-mall is not only convenient and fast, but also can reduce the phenomenon of queuing in the store. According to reports, the opening of the micro mall by the big pharmacy is to expand the new service model and provide more and better extended services to the masses. Prior to this, the WeChat public number of the large pharmacy has already made a useful attempt to push health information, and the operation of the micro-mall will further provide users with new channels for seeking medical advice. While further improving the micro-mall system, the large pharmacy will add "online pharmacists" and other service items to provide users with real-time consulting services such as medication guidance, drug purchase recommendation, health care knowledge and so on in the form of voice or text. (Tang Wenshu)
2020
07-31
Spike Health gets patent grants
Recently, Jianfeng Health Technology Company's invention patent "a low-temperature and low-pressure freeze-drying method for notoginseng chewable tablets" won a patent subsidy from Jinhua Science and Technology Bureau in 2017. In order to encourage invention and creation, promote independent innovation, promote the development of patented technology and products, and speed up the transformation of patent achievements, Jinhua Science and Technology Bureau gives invention patent subsidies to enterprises within its jurisdiction every year. Patent subsidies are declared once a year. After authorization, each domestic invention patent can receive a subsidy of 40000 yuan, including 20000 yuan in Jinhua City and 20000 yuan in the district. The invention patent of spike health "a low-temperature and low-pressure freeze-drying method of notoginseng chewable tablets" obtains notoginseng chewable tablets by washing, slicing and other pretreatment of fresh notoginseng main roots, then placing them in a vacuum dryer for vacuum freeze-drying. As the top high and new technology in the field of dehydration products, the whole freeze-drying process is carried out at low temperature, which avoids the quality deterioration reactions such as oxidation of active ingredients, destruction of volatile oil and other heat-sensitive substances in the traditional drying process. It can maximize the retention of various nutrients and active substances of medicinal materials and perfectly reproduce its initial type, color and taste, it has the characteristics of light weight, fast rehydration, convenient consumption and long storage period. The actual effect, appearance and color are basically the same as those of fresh Panax notoginseng. The effective ingredients are about 50% higher than those of products processed by traditional processes such as drying and drying. It is understood that the 2017 Jinhua patent subsidy of 20000 yuan obtained by Jianfeng Health is currently in place, and the application of patent subsidy in Wucheng District is in progress. (Xu Feng)
2020
07-31
Spike Health gets patent grants
Recently, Jianfeng Health Technology Company's invention patent "a low-temperature and low-pressure freeze-drying method for notoginseng chewable tablets" won a patent subsidy from Jinhua Science and Technology Bureau in 2017. In order to encourage invention and creation, promote independent innovation, promote the development of patented technology and products, and speed up the transformation of patent achievements, Jinhua Science and Technology Bureau gives invention patent subsidies to enterprises within its jurisdiction every year. Patent subsidies are declared once a year. After authorization, each domestic invention patent can receive a subsidy of 40000 yuan, including 20000 yuan in Jinhua City and 20000 yuan in the district. The invention patent of spike health "a low-temperature and low-pressure freeze-drying method of notoginseng chewable tablets" obtains notoginseng chewable tablets by washing, slicing and other pretreatment of fresh notoginseng main roots, then placing them in a vacuum dryer for vacuum freeze-drying. As the top high and new technology in the field of dehydration products, the whole freeze-drying process is carried out at low temperature, which avoids the quality deterioration reactions such as oxidation of active ingredients, destruction of volatile oil and other heat-sensitive substances in the traditional drying process. It can maximize the retention of various nutrients and active substances of medicinal materials and perfectly reproduce its initial type, color and taste, it has the characteristics of light weight, fast rehydration, convenient consumption and long storage period. The actual effect, appearance and color are basically the same as those of fresh Panax notoginseng. The effective ingredients are about 50% higher than those of products processed by traditional processes such as drying and drying. It is understood that the 2017 Jinhua patent subsidy of 20000 yuan obtained by Jianfeng Health is currently in place, and the application of patent subsidy in Wucheng District is in progress. (Xu Feng)
2020
07-30
Spike Health gets patent grants
Recently, Jianfeng Health Technology Company's invention patent "a low-temperature and low-pressure freeze-drying method for notoginseng chewable tablets" won a patent subsidy from Jinhua Science and Technology Bureau in 2017. In order to encourage invention and creation, promote independent innovation, promote the development of patented technology and products, and speed up the transformation of patent achievements, Jinhua Science and Technology Bureau gives invention patent subsidies to enterprises within its jurisdiction every year. Patent subsidies are declared once a year. After authorization, each domestic invention patent can receive a subsidy of 40000 yuan, including 20000 yuan in Jinhua City and 20000 yuan in the district. The invention patent of spike health "a low-temperature and low-pressure freeze-drying method of notoginseng chewable tablets" obtains notoginseng chewable tablets by washing, slicing and other pretreatment of fresh notoginseng main roots, then placing them in a vacuum dryer for vacuum freeze-drying. As the top high and new technology in the field of dehydration products, the whole freeze-drying process is carried out at low temperature, which avoids the quality deterioration reactions such as oxidation of active ingredients, destruction of volatile oil and other heat-sensitive substances in the traditional drying process. It can maximize the retention of various nutrients and active substances of medicinal materials and perfectly reproduce its initial type, color and taste, it has the characteristics of light weight, fast rehydration, convenient consumption and long storage period. The actual effect, appearance and color are basically the same as those of fresh Panax notoginseng. The effective ingredients are about 50% higher than those of products processed by traditional processes such as drying and drying. It is understood that the 2017 Jinhua patent subsidy of 20000 yuan obtained by Jianfeng Health is currently in place, and the application of patent subsidy in Wucheng District is in progress. (Xu Feng)
2020
07-31
On May 27, the Party Committee of the Group Company held a branch secretary meeting to comprehensively review and summarize the Party building work of the Company in 2016 and sign the responsibility book for the management of Party building work objectives in 2017. At the meeting, Qin xuping, member of the party Committee of the group company and director of the party-mass work department, made a comprehensive summary of the company's party building work in 2016, put forward the 2017 work plan, and conveyed the "key points of party building work in the city's two new organizations in 2017" issued by the two new working committees of Jinhua municipal party Committee, and the spirit of the speech made by the relevant leaders of the municipal party Committee at the recent meeting of the city's two new working committee, this paper explains the "ten questions" of the two new grass-roots party organizations, the "ten questions" of Party members and some problems that need attention in the process of Party member development. Members of the party committee of the group company, secretaries of grass-roots party committees and branch secretaries expressed their views and conducted extensive exchanges on such topics as how to deepen the "two learning and one doing", further play the role of party organizations in the process of enterprise operation and management, and how to do a good job in organizational construction in 2017. Jiang Xiaomeng, secretary of the party committee and chairman of the group company, on behalf of the party committee of the group, signed the 2017 party building work target management responsibility letter with the heads of the party organizations of various professional companies and directly affiliated enterprises. In his speech at the meeting, Jiang Xiaomeng said that the Politburo meeting of the CPC Central Committee held on the 26th reviewed and approved the "Decision on Amending the Regulations on the Inspection Work of the Communist Party of China" and other reports, which is a major measure to further implement the provisions of the party constitution and strengthen internal party supervision. Specific to the internal party building work of the enterprise, all cadres and party members should earnestly study relevant policies and documents, and earnestly understand the spirit of the central government
2020
07-31
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