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
Group Party Committee Held Democratic Life Meeting
On February 7, the party Committee of the group company held the 2020 democratic life meeting to listen to the suggestions and opinions of grass-roots organizations and carry out criticism and self-criticism. The party committee members and senior executives of the participating groups reported on the annual evaluation of the company's management cadres, and studied personnel adjustment plans for some subordinate companies; listened to the opinions and suggestions of grassroots organizations and young employees, and scientific and technological personnel seminars, and focused on employees. Research and determine solutions to practical problems such as strengthening the management and distribution of labor protection supplies, increasing the quality control of labor protection supplies, increasing training related to new technologies and new businesses, and optimizing corporate university courses. The party committee members also carried out criticism and self-criticism together, analyzed and investigated their own problems, and put forward opinions and suggestions. (Reporter Ni Yingzhen)
2021
03-01
At the Jinhua City "Four Tackling Four Striving for the First" mobilization meeting held on February 18, Jianfeng Pharmaceutical won the honorary title of "Jinhua City's Top Ten Innovative Enterprises. The meeting mainly summarized the results of the "nine hard battles", studied and deployed the "four tackling and four striving for the first" action, further mobilized the whole city to further improve the style of work, work hard, and strive for the first place, so as to promote the "14th Five-Year Plan" to make a good start and start well. Step, celebrate the 100 anniversary of the founding of the party with outstanding results. In recent years, Jianfeng Pharmaceutical has relied on scientific and technological innovation to actively build a high-end preparation manufacturing platform, layout of high-end varieties in the pharmaceutical industry, and has achieved good results in improving scientific and technological innovation capabilities, promoting the transformation of scientific research results, deepening industry-university-research cooperation, and company talent training. Achievement. For the enterprise sustained, healthy and rapid development to provide strong support. (Zhu Ningyan)
2021
03-01
The first product of Erying Company goes on sale.
At the beginning of the new year, good news came from Zhejiang Erying Pharmaceutical Co., Ltd., a subsidiary of Jianfeng Pharmaceutical Co., Ltd., that the first product of the company since its establishment, Erying Baby Butt Care Ointment, successfully passed the examination and approval of Zhejiang Drug Administration and was officially listed. Erying Company is a joint venture formed by Jianfeng Pharmaceutical and German scientific research forces, focusing on the research and development, introduction, production and sales of pediatric drugs and skin care products. The "Baby Baby" series of products introduces German technology. The first product is Baby Baby Baby Butt Care Ointment, which mainly contains black seed oil, castor oil and sesame oil. Among them, black seed oil is rich in riquinone, black seed quinone and thyme quinone, which has the effects of antibacterial, anti-inflammatory, antioxidant and scavenging free radicals. Sesame oil is rich in vitamin C, vitamin E, vitamin A, fatty acids, minerals and various trace elements, which play a role in strong antioxidant activity, increasing skin luster and accelerating skin metabolism. Castor oil is a traditional medicine applied to burns and scabies. A variety of vegetable oil mixture has the effect of moisturizing and locking water, and is a natural skin deep "moisturizer". Compared with similar products on the market, Erying Baby Butt Care Ointment does not contain any hormones, preservatives, alcohol, pigments, flavors, talcum powder and other additives. It has unique vegetable oil fragrance and is mild in nature. It is very suitable for use on delicate skin of newborns to prevent the occurrence of red buttocks of newborns. (Gold Crystal)
2021
03-01
Group Companies Commend 2020 Advanced
On the afternoon of February 3, the group company held the 2020 annual summary commendation meeting to review the work of the previous year, make arrangements for the work of 2021, sign the 2021 economic responsibility system with various professional companies and directly affiliated enterprises, and solemnly commend the 2020 advanced collectives and individuals. In the past 2020, the sudden outbreak of new crown pneumonia has brought about tremendous changes in the lifestyle of the public and the business environment of enterprises, and has brought unprecedented challenges to the industrial sectors of the peak. In this context, the company has carried out various operation and management work in an orderly manner around the general policy of "making up for shortcomings, improving quality and efficiency, and creating core competitive advantages", overcoming various difficulties, and basically completing the work established at the beginning of the year. target. At the summary and commendation meeting, Yu Jianhong, general manager of the group company, made a work report entitled "following the law, reforming and innovating, and promoting better and faster development of peaks", which actively responded to the new coronary pneumonia epidemic and ensured the safety and health of all employees. Substantial progress has been made in the construction of key investment projects. Continuously strengthen management integration and effectively improve management level; New achievements have been made in scientific and technological innovation and technological transformation. Overcome the impact of the epidemic situation and strive to expand sales; innovate the forms of personnel training, selection and introduction, optimize the salary system and improve the cohesion of enterprises. New achievements have been made in safety and environmental protection management. Strengthen party building, ideological and political work and corporate culture to enhance the cohesion and centripetal force of enterprises; Nine aspects, including effective promotion of corporate image, influence and reputation, have made a comprehensive summary and review of the work in 2020. 2021 is the first year of the "14th Five-Year Plan" and the 100 anniversary of the founding of the Communist Party of China. It is a year of special importance in the process of China's modernization. However, there are many uncertainties in the development of the epidemic and changes in the external environment, the foundation of China's economic recovery is not yet solid, the world economic situation is still complex and severe, the recovery is unstable and unbalanced, and the various derivative risks caused by the impact of the epidemic cannot be ignored. In combination with the spirit of the 2021 Central Economic Work Conference, after a comprehensive analysis of the current national economic situation, policies and the changing trends of the company's related industries, Yu Jianhong, on behalf of the group company, proposed the 2021 work policy as "following the law, keeping the right and bringing forth the new, reforming and innovating, and continuously improving", and around this policy, proposed the key work for 2021: following the market law and trend, achieving the "five persistence", fundamentally reverse the ideological concepts of management cadres; do a good job in project management, cultivate industrial advantages, and steadily promote development; optimize the management system, strengthen management improvement, and improve management efficiency; further strengthen technological innovation, increase investment in technological transformation, and promote "digital intelligence" Factory "construction; respect market laws, pay attention to user needs, and improve marketing capabilities; do a good job in management team building to further strengthen human resource development; promote safety and environmental protection management to a new level; take party building as a guide, strengthen ideological and political work, enrich the connotation of corporate culture, and create" soft power "for enterprise competition; continue to grasp the normal management of the prevention and control of the new coronary pneumonia epidemic to ensure that all work can be carried out smoothly. Yu Jianhong pointed out that on the road of creating a century-old peak, we will face twists and turns, risks and challenges at any time. In the face of many tests, we will never be able to solve the problem, and hope can only rest on ourselves. In 2021, the peak will also face more severe challenges. With a conscientious style, a spirit of perseverance, and unswerving perseverance, we must unite and forge ahead, innovate the old, and work hard to create a brighter future for the peak cause. At the meeting, Yu Jianhong, on behalf of the group company, signed the 2021 economic responsibility system with Daye Peak, Yunnan Peak, Pharmaceutical Company, Health Technology Company, International Trading Company and Cable Company. Huang Jinlong, deputy general manager of the group company and chairman of Shanghai North Carolina Company, signed a responsibility system with the management team on behalf of the Shanghai North Carolina board of directors. Xiang Chongping, deputy general manager of the group company, read out the list of advanced collectives and advanced individuals of the group company in 2020 at the conference. In 2020, a total of 20 advanced collectives such as advanced enterprises, advanced civilized workshops (departments and offices), advanced party organizations, and 25 outstanding individuals such as outstanding employees, innovative experts, outstanding management workers, and outstanding marketers were selected, and outstanding party workers, 24 advanced individuals such as outstanding party members, outstanding party members, outstanding trade union workers, advanced safety and environmental protection workers, and rookie employees were selected. In the warm atmosphere, the advanced representative of the gold enterprise took the stage to receive the award. Zhou Jiping, former general manager of Yunnan Jianfeng, on behalf of advanced enterprises, was at the meeting site. Dong Li, representative of Anhui New Jianfeng North Card, and Wu Lihua, representative of Guizhou Huang Ping Jianfeng, an innovative expert, spoke via video respectively, reviewing the gains and losses of the past year's work and sharing experiences and experiences. On behalf of the party committee and board of directors of the group, Jiang Xiaomeng, secretary of the party committee and chairman of the group, congratulated the advanced collectives and individuals who were commended, thanked all the peak employees for their hard work and achievements, and made a summary speech entitled "seize the day for development, and improve the ability without delay" in view of the market situation and existing problems faced by the company that year (details are published separately in this edition). (this newspaper reporter)
2021
02-10
New Year Message Zhejiang Jianfeng Group Co., Ltd. Party Secretary, Chairman of Jianfeng Group All colleagues of Jianfeng Group: The law returns to the spring, and Vientiane is renewed. Unconsciously, the unforgettable Year of the Gengzi Rat has become a thing of the past, and the New Year of the Year of the Ox is coming to us in great strides. On behalf of the group company, I would like to express my sincere greetings to all the cadres and employees who have worked hard and dedicated for a year. The past year has been an extraordinary year. The sudden neo-coronary pneumonia epidemic has put the global economy and our country through an unprecedented and complex test. This year, we accurately studied and judged the epidemic situation, formulated and implemented various epidemic prevention and control measures as soon as possible, strengthened the publicity of epidemic prevention and control knowledge, organized and prepared epidemic prevention materials, strengthened the dynamic management of employees' health, and actively organized the resumption of work and production. Effectively curbed the adverse effects of the epidemic on production and operation; while doing a good job in internal epidemic prevention and control, it also donated money and materials to the government, charity, medical institutions, it has made a positive contribution to the joint force "war epidemic. During this period, no one in the whole group was infected, and the most severe period of the epidemic was safe and healthy. This year, we shouldered the extraordinary responsibility during the extraordinary period, made prudent and decisive scientific decisions, gathered the wisdom of all staff to overcome difficulties, and made obvious progress in market expansion, technological transformation, cost control, safety and environmental protection. This year, we paid close attention to the construction of the project. Guizhou Huangping Jianfeng Cement Project was successfully completed and put into production and reached the production standard. The internationalization project of Jianfeng Pharmaceutical, the technological transformation project of Anhui Xinbeika and the new warehouse project of Jianfeng International Trading Company are progressing in an orderly manner. New development projects are also being actively sought and discussed. This year, we strengthened the management and control of business risks, carried out in-depth optimization of institutions and positions, and vigorously promoted standardized and standardized management, and the operational efficiency of enterprises was significantly improved. This year, we innovated the forms of talent training, selection and introduction, optimized the salary system, worked hard to do a good job in corporate culture, and enhanced the cohesion and centripetal force of the enterprise. In this year, we have successively won a series of honors, such as "China's top 100 cement clinker production enterprises", "China's top 100 building materials enterprises", "excellent unit of corporate culture brand construction" in Zhejiang Province, "National May 4th Red Flag Youth League Committee", "China's top 500 enterprise credit", "top 100 pharmaceutical industry enterprises" and "top 50 creative enterprises" in Jinhua City, The corporate image and influence have been greatly improved. This year, we encountered many unprecedented difficulties and made more efforts than in previous years. The staff of pharmaceutical companies and large pharmacies are still organizing epidemic prevention materials on New Year's Eve. The backbone of Daye Peak drove "retrograde" thousands of miles back to their posts to organize epidemic prevention and maintenance. In order to put into production early and seize the market, the cadres and employees are engaged in equipment debugging regardless of day and night during equipment debugging and trial production... There are many flash moments, which are worth remembering forever. All the achievements of this year are the result of the hard work and sweat of the company's employees. They are the result of all the peak people expressing their responsibilities, creating achievements with hard work, hard work, wisdom and hard work. Here, on behalf of the group company, I would like to express my heartfelt thanks to all the cadres and employees of the peak and say to you: everyone is working hard! The new year brings new hope and new challenges. 2021 is the first year to implement the "14th Five-Year Plan" and start a new journey of building a modern socialist country in an all-round way. It is also the 100 anniversary of the founding of the Communist Party of China. At present, China is facing a great change not seen in a century, the world pattern is also undergoing great changes, the global epidemic of new crown pneumonia epidemic to accelerate the evolution of this great change. We should be soberly aware that all the existing glory on our report card has become the past, and the future of the peak will meet all kinds of known and unknown risks and challenges, and the grand blueprint of "creating a century-old peak" also requires every peak person to show greater drive, make more efforts, and show unyielding "bull strength" and conscientious "bull spirit", write a more beautiful chapter together. As the saying goes, a year's plan lies in spring. Spring represents the vitality, represents the hope, but also represents the future. At this peaceful and festive moment, let's wish all peak cadres and employees a happy New Year, good health, happy family and all the best!
2021
02-10
As the Spring Festival is approaching, Cai Yan, secretary of the Wucheng District CPC Committee of Jinhua City, visited Jianfeng on January 19 to express condolences to Jiang Xiaomeng, a top-notch talent in Jinhua City and chairman of the group company, and extended festive wishes and greetings to him. I would also like to express my gratitude to Jianfeng for his contribution to Jinhua's economic and social development. Jiang Xiaomeng and Cai Yan exchanged views on the future construction of the ecological corridor in central Zhejiang, the expansion and extension of the Jin Yi Kechuang corridor, and the development direction of biotechnology and medical device industry. They also introduced the new products of the peak pharmaceutical sector and invited her to visit the company's production line. At present, the domestic new coronary pneumonia epidemic has repeated, Jinhua is also strengthening prevention and control efforts, Cai Yan in particular for the peak in the early 2020 epidemic, Wucheng District epidemic prevention work is the most difficult, the most severe situation in a timely manner to lend a helping hand, donated forehead temperature guns, disinfectant, masks and other epidemic prevention materials, to medical institutions to donate money and materials to express gratitude. Cai Yan fully affirmed the business performance and development trend of Jianfeng Group in recent years, and highly praised Jianfeng people's pragmatic and innovative business attitude. She said that the pro-Qing political and business relations formed by Jianfeng Group and various units of the Wucheng District Government over the years have not come easily. She hopes that the two sides will further strengthen exchanges, and the government and enterprises will work together to create a good business environment. The Spring Festival is approaching. I wish Jianfeng will develop to a higher level in the new year, "just like your name", pursuing to rise to the top and constantly climb the peak. (Reporter Chen Shengmu)
2021
01-21
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