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.
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On April 7, a Boeing 737-700 aircraft of China Eastern Airlines Yunnan took off from Kunming. After completing two flight test subjects, it landed safely at Lancang Jingmai Airport. This not only marked the basic completion of the airport flight area, The official start of the test flight also marked that the "Peak" brand airport runway cement passed the first "final exam". Lancang Jingmai Airport is a major project with milestone significance in the history of Pu'er transportation construction. Since then, an air corridor connecting southwest Yunnan and Southeast Asia has been added between Kunming and Pu'er, which will greatly promote the development and utilization of tourism resources in Lancang, Menglian and Ximeng "Pu'er Green Triangle" area, and promote the sustainable development of local economy and society; it is of great significance to strengthen the city's national defense construction, maintain border stability, promote national unity, improve emergency rescue capabilities, and promote Pu'er's integration into the country's "Belt and Road" construction. Since the start of the construction of the airport, Yunnan Jianfeng has been paying close attention to it, organizing technical research and repeated tests, and finally produced high-quality airport runway special cement, and with excellent product quality, superior product performance and high-quality service, it has become a runway for Lancang Airport. Cement manufacturer. This not only fills the gap of "peak" airport special cement, but also is of great significance to promote the "peak" brand and improve the market influence of enterprises. It is understood that Jingmai Airport is initially confirmed to be officially opened to traffic at the end of May. (Li Liangping)
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News from this newspaper Jianfeng Pharmaceutical artificial bezoar technical transformation project recently started construction in Qiubin Factory. Artificial bezoar has the effect of clearing away heat and detoxification, resolving phlegm, and is commonly used in Chinese and Western medicines such as colds, clearing away heat and detoxification. As the vast majority of artificial bezoar-related preparations are national essential drugs, with the further implementation of the medical reform policy, the downstream industry of artificial bezoar will enter a new round of business cycle. Jianfeng Pharmaceutical has many years of experience in artificial bezoar production. The technological transformation project will use the existing workshop structure, public works and operators of Qiubin Factory to achieve an annual production capacity of 100 tons of artificial bezoar by adding production equipment such as double cone rotary vacuum drying, horizontal ball mill pulverizer unit, hopper and hoist, closed screening system, and upgrading some public systems. According to the project implementation plan, the project will complete the civil engineering in May. Complete the commissioning, testing and verification of equipment and facilities in July, with trial production conditions; Strive to complete the on-site inspection of GMP certification before the end of December. At present, the factory buildings in Qiubin are vacated and the site is cleaned up. It is understood that the production of natural bezoar is very small, the price is extremely high, and the market rarely provides it. As a biochemical API, artificial bezoar has fewer manufacturers. In the past, due to relatively loose supervision, the testing methods of raw materials and finished products are relatively simple, the quality control indicators are not perfect, and the quality of products on the market is uneven. It is imperative to improve the quality standards. To this end, the State Food and Drug Administration issued the "Biochemical Drug GMP Quality Management Practice (Draft for Comment)" at the end of 2016, which was implemented in March 2017. spike medicine
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Recently, Jianfeng Health has been awarded a number of plaques and certificates by the Department of Science and Technology of Zhejiang Province, the people's Government of Jinhua City, and the Science and Technology Bureau of Jinhua City. They are "Zhejiang Science and Technology small and medium-sized Enterprises", "Jinhua High-tech Enterprises", "Jinhua Agricultural Science and Technology Enterprises", "Jinhua Agricultural Science and Technology Research and Development Center" and so on. According to the relevant requirements, Zhejiang science and technology-based small and medium-sized enterprises must be small and medium-sized enterprises with independent intellectual property rights, proprietary technology or advanced knowledge, engaged in the research, development, production, sales and service of high-tech and its products, and the proportion of enterprises engaged in scientific and technological research and development personnel accounting for no less than 10% of the total number of employees in that year. Since its establishment, Jianfeng Health has attached great importance to the training of scientific and technological personnel, paid attention to the application of its own intellectual property rights, paid attention to product research and development and the protection of intellectual property rights, promoted the application of intellectual property rights, and encouraged employees to invent and create. By the end of 2016, a total of 8 invention patents and 5 appearance patents had been applied, and 1 invention patent and 5 appearance patents had been obtained. High-tech enterprises in Jinhua City must meet the requirements of the ''High-tech Fields Supported by the State, ''and continue to carry out research and development and technological achievements transformation. Their main products (services) have independent intellectual property rights (authorized, registered or accepted). There are certain requirements for the proportion of R & D personnel, the proportion of R & D funds and the income of high-tech products. The acquisition of high-tech enterprises in Jinhua City has laid the foundation for the further declaration of national high-tech enterprises in the future. In the identification of agricultural science and technology enterprises in Jinhua City, the field of peak health technology belongs to the deep processing technology and equipment of agricultural products, Chinese herbal pieces and plant extracts.
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Jingmai Airport Test Flight Successfully Runway Cement Spike Manufacturing
On April 7, a Boeing 737-700 aircraft of China Eastern Airlines Yunnan took off from Kunming. After completing two flight test subjects, it landed safely at Lancang Jingmai Airport. This not only marked the basic completion of the airport flight area, The official start of the test flight also marked that the "Peak" brand airport runway cement passed the first "final exam". Lancang Jingmai Airport is a major project with milestone significance in the history of Pu'er transportation construction. Since then, an air corridor connecting southwest Yunnan and Southeast Asia has been added between Kunming and Pu'er, which will greatly promote the development and utilization of tourism resources in Lancang, Menglian and Ximeng "Pu'er Green Triangle" area, and promote the sustainable development of local economy and society; it is of great significance to strengthen the city's national defense construction, maintain border stability, promote national unity, improve emergency rescue capabilities, and promote Pu'er's integration into the country's "Belt and Road" construction. Since the start of the construction of the airport, Yunnan Jianfeng has been paying close attention to it, organizing technical research and repeated tests, and finally produced high-quality airport runway special cement, and with excellent product quality, superior product performance and high-quality service, it has become a runway for Lancang Airport. Cement manufacturer. This not only fills the gap of "peak" airport special cement, but also is of great significance to promote the "peak" brand and improve the market influence of enterprises. It is understood that Jingmai Airport is initially confirmed to be officially opened to traffic at the end of May. (Li Liangping)
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Peak Pharmaceutical was rated as a national intellectual property advantage enterprises
The score ranked first among Jinhua participating enterprises. A few days ago, Peak Pharmaceutical Company was rated as a national intellectual property advantage enterprise. The selection of national intellectual property advantage enterprises is organized by the State Intellectual Property Office. The purpose is to accelerate the formation of a group of Chinese intellectual property leading enterprises with independent intellectual property rights, well-known brands and international competitive advantages, and achieve the development goal of strong intellectual property enterprises. Since Jianfeng Pharmaceutical introduced the GB-T29490-2013 "Enterprise Intellectual Property Management Standard" in 2013, it has been rated as a patent demonstration enterprise in Zhejiang Province in 2013. In 2014, the "Jianfeng" trademark obtained a famous trademark in Zhejiang Province, and the first edition of the "Intellectual Property Manual" was compiled and implemented in 2015. In 2016, it passed the third-party certification of the GB-T29490-2013 "Enterprise Intellectual Property Management Standard". The "Jianfeng" trademark was rated as a well-known trademark by the State Administration of China. In the application and selection of national knowledge by superior enterprises, 52 enterprises in Zhejiang Province won this honor, ranking second in the country in number; Jianfeng Pharmaceutical ranked first among Jinhua participating enterprises. (Zhang Mingyin)
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Group Party Committee to determine the annual work plan
The party Committee of the group company has determined its work ideas and work plan for 2017 a few days ago, and relevant work has been arranged below. In view of the current new political and economic situation and the task of enterprise transformation and development, the general requirements of the Party Committee of the Group Company for 2017 are: to thoroughly study and implement the spirit of the Sixth Plenary Session of the 18th CPC Central Committee and the series of important speeches by General Secretary Xi Jinping, the spirit of the Seventh Party Congress of Jinhua City, to closely revolve around the center of enterprise production, operation and reform and development, and to adhere to scientific development and cross-regional development as the first priority, in order to continue to carry out the study and education of "five stars striving for innovation" and "two learning and one doing", we should highlight the main line of comprehensively and strictly administering the party according to the rules, firmly establish the political consciousness, overall situation consciousness, core consciousness and alignment consciousness of the majority of Party members and cadres, strengthen and improve the party building work in enterprises in the spirit of reform, and strive to improve the scientific, standardized and institutionalized level of Party building work in enterprises, in order to promote the scientific development of the group company, leapfrog development and harmonious development, it provides a strong political, ideological and organizational guarantee. The working idea of the Party Committee of the Group Company in 2017 is to focus on "one center", adhere to "one concept", highlight "three key points" and do a good job in "three constructions". That is: centering on the "one center" of enterprise production, operation and reform and development, we should strive to strengthen the "one concept" of "the organic unity of the party's leadership and the improvement of corporate governance"; to "thoroughly implement the main responsibility of the party committee; continue to carry out the study and education of" two learning and one doing "; and improve the system of party building work" as the "three key points", and focus on "team building and team building
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