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Peak pharmaceutical marketing model big adjustment

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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

Jiang Xiaomeng Yunnan Jianfeng Lectures on Party Lessons

In order to implement the requirements of the higher-level party committee secretary to give in-depth party lectures in enterprises, on July 4, Jiang Xiaomeng, secretary of the party committee and chairman of the group company, gave a special lecture on "two studies and one doing" for party members at Yunnan Jianfeng Cement Company. In the lecture, Jiang Xiaomeng started from the background, overall requirements, learning and education content, and main measures of the "two studies and one doing" activities. He hoped that all party members and cadres would understand "awe, gratitude, humility, and decent", and put forward "What should the current enterprise do" and "How should the enterprise go in the future" and other issues. Jiang Xiaomeng analyzed the future development trend of cement and pharmaceutical industries in detail, emphasized the importance of seizing opportunities, and pointed out that with the homogenization of cement industry becoming more and more serious, if we want to take the road of differentiated brand development, the core of competition is to strengthen self management and maximize the cost, so as to improve the competitive advantage. As far as Yunnan Jianfeng is concerned, it is necessary to continuously improve the level of process technology management and increase the hourly output by increasing inspection efforts. Starting from strengthening the control of raw material procurement, the quality and price should be controlled. By strengthening sales management, vigorously develop direct agents, and strive to maximize the profit per ton; By strengthening equipment maintenance, reduce equipment accidents and further reduce the consumption of machine materials; Make good use of people, while constantly tapping talents and cultivating new people, we will gradually control the total number of workers and improve labor productivity. According to the current situation and the company's development strategy, what should the party members of the peak do? Jiang Xiaomeng asked all the party members and cadres of Yunnan peak to play a good vanguard and exemplary role and take the lead in learning new knowledge, new technology and new experience.

2020

07-30

Yunnan Peak Starts Secondary Security Standardization Creation

On June 19, Yunnan Jianfeng cement company held a mobilization meeting to further implement the requirements of the State Council, Yunnan Province, Pu'er City and Simao District Safety Supervision Bureau on carrying out safety production standardization work, and deploy the secondary safety standardization work. At the meeting, Liu Shenghua, deputy general manager of Yunnan Jianfeng, read out the requirements and work arrangements for creating a secondary enterprise for safety production standardization. The representative of Yunnan superstar Safety Technology Service Co., Ltd., the evaluation unit of safety production standardization, explained in detail the relevant knowledge of safety production standardization consultation and evaluation for the participants, and explained the requirements, standards and other elements of safety production standardization work. Zhou Jiping, general manager of Yunnan Jianfeng, mobilized the establishment of secondary safety production standardization at the meeting, requiring all workshops and departments to prepare and report the data before the end of October, and both software and hardware meet the acceptance conditions, so as to complete the bid creation work by the end of the year. Through the mobilization meeting, the responsible persons of Yunnan Jianfeng and superstar companies and relevant personnel had in-depth exchanges, further unified their thinking, and improved Yunnan Jianfeng employees' understanding of safety production standardization. Everyone recognizes that carrying out safety production standardization work is not only to implement the spirit of a series of documents of the party and the country, but also a mandatory requirement of the government for enterprises, and it is also the need for the sustainable and healthy development of enterprises themselves. Through the development of safety production standardization, enterprises can be promoted to establish and improve the safety production responsibility system, improve the safety production management system, standardize the production operation behavior, investigate and control the hidden dangers of accidents, effectively control the sources of danger, make the production equipment and facilities meet the safety standards, and continuously improve

2020

07-31

Yunnan Peak Starts Secondary Security Standardization Creation

2020

07-31

Yunnan Peak Starts Secondary Security Standardization Creation

2020

07-30

The Company shall organize special operation safety management training

What kind of management process is needed for the special operation permit? How to manage the ticket of the special operation permit? What are the contents of the eight kinds of special operations?... On June 17, the safety committee of the group company organized a special lecture on safety production to conduct systematic and comprehensive training on the safety management knowledge of special operations. The trainer invited for this training is Ge Zhengliang, head of EHS (Environmental Environment, Health Health, Safety) of Zhejiang Prodbang Pharmaceutical Co., Ltd. He has many years of experience in enterprise safety production management and is also a well-known safety management expert in Jinhua region. He has participated in the enterprise safety and environmental protection inspection organized by Jinhua Safety Supervision Bureau for many times and has a certain understanding of the situation of major enterprises in the peak. In this lecture, Ge Zhengliang divided into four parts: division of special operation license scope, special operation license management process, special operation license ticket management, and eight major types of special operation contents. Combined with relevant laws and regulations and his own practical experience in safety production management, Ge Zhengliang explained in simple terms eight special operation situations such as hot work, hoisting, high place, temporary power consumption, open circuit, blind plate plugging, restricted space, etc, standardize the licensed business division, approval department, the places to be paid attention to in the approval management of each type of operation, the responsibilities of the relevant approval department, the matters needing attention in on-site operation, the approval process, ticket management and other knowledge, and make a detailed description of the relevant special operation contents according to the working characteristics of peak subordinate enterprises. In addition, he also shared the experience of special operation safety management of Plo Pharmaceutical.

2020

07-31

Yunnan Jianfeng won the honor of "key leading enterprise in Pu'er City"

Recently, Yunnan Jianfeng Cement Company was awarded the honorary title of "2016 Pu'er Key Leading Enterprise" by the Pu'er Municipal Party Committee and Municipal Government. In recent years, according to the requirements of the group company's "three reductions and three improvements", Yunnan Jianfeng has focused on internal management and external market expansion, tried every means to reduce costs in production, timely controlled market trends in sales, and constantly refreshed various business indicators. While striving to create its own brand value, Yunnan Jianfeng always regards giving back to the society and serving local development as its own responsibility and obligation. Since the establishment of the company, Yunnan Jianfeng has actively responded to the government's call to support the construction of poor border areas and provide free cement to some poor people. Support the education construction in border areas and donate funds for students in need. At the same time, it has paid various taxes and fees on time in accordance with the law and has become a major profit and tax producer in Pu'er City for years. It has gradually grown from a new cement enterprise in Pu'er area to a leading enterprise in the cement industry. The honor of "key leading enterprises in Pu'er City in 2016" is the affirmation and recognition of Yunnan Jianfeng's work over the past few years by the local government and society. During the "Thirteenth Five-Year Plan" period, southwestern Yunnan is about to usher in an explosive stage of development. The construction of international railway projects, the construction of border expressway projects, the construction of airport projects and the construction of people's livelihood projects will all start this year. The acquisition of the honorary title of "Key Leading Enterprise in Pu'er City in 2016" will also provide strong support for Yunnan Jianfeng to strive for the right to supply these projects. (Li Yun)

2020

07-31

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