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
On December 30, the group company held a special study meeting. Members of the group's party committee and management team concentrated on learning the spirit of the central economic work conference and the Zhejiang provincial party committee economic work conference. From December 16 to 18, the annual Central Economic Work Conference was held in Beijing, which made it clear that in 2021, "we should continue to implement a proactive fiscal policy and a prudent monetary policy, maintain the necessary support for economic recovery, be more accurate and effective in policy operation, do not make sharp turns, and grasp the effectiveness of the policy. It is necessary to make good use of the precious time window, concentrate on promoting reform and innovation, and take high-quality development as the general tone of the 14th five-year Plan. It is proposed to strengthen the national strategic scientific and technological strength, enhance the independent and controllable ability of the industrial chain supply chain, adhere to the strategic basis of expanding domestic demand, and comprehensively promote reform and opening up. On the 25th, the Zhejiang Provincial Party Committee Economic Work Conference was held in Hangzhou to make specific arrangements for the economic development of Zhejiang Province in 2021. At the study meeting, Jiang Xiaomeng, secretary of the party committee and chairman of the group company, together with the leaders attending the meeting, analyzed and studied the key issues raised at the economic work conference of the central and Zhejiang provincial party committees one by one. In his study and discussion, Jiang Xiaomeng stressed that the current neo-coronary pneumonia epidemic is still spreading around the world, the world economy is in a deep recession, the risk of strong stimulus policies in developed countries has spilled over, the global industrial chain supply chain cycle has been blocked, and international trade and investment have shrunk; major strategic achievements have been made in the prevention and control of the domestic epidemic, and the economy has recovered steadily, but there is still greater uncertainty of instability. China has turned to the stage of high-quality development, the economy has been improving for a long time, the development resilience is strong, and the overall social situation is stable. At the same time, the problem of unbalanced and inadequate development in China is still prominent, the reform task of key links in key areas is still arduous, and the innovation ability is not suitable; at present and in the future, China's development is still in an important period of strategic opportunities, but there are new development and changes in opportunities and challenges, we are accelerating the construction of a new development pattern with the domestic cycle as the main body and the domestic and international double cycle promoting each other. The economic work conference of the Central Committee and the Zhejiang provincial Party committee has set the tone and pointed the way for the future development of enterprises. Party organizations at all levels and enterprise management teams should seriously organize and study, deeply understand the spirit of the conference, correctly understand and judge the future policy direction and industry trend, scientifically plan the work of the new year in combination with the actual work of the enterprise, and promote the better development of the enterprise. (this newspaper reporter)
2021
01-04
A few days ago, Tianjin Jianfeng Flanders Company successfully passed the national high-tech enterprise re-identification review work, and once again joined the ranks of high-tech enterprises after the transformation of the enterprise. The original development orientation of Flanders is pharmaceutical excipients, which belongs to the biomedical industry supported by the state. Its products are mainly aimed at major pharmaceutical factories, with clear product standards and strong technical pertinence, so it has been recognized as a national high-tech enterprise for a long time. Starting from 2019, Flanders has embarked on an industrial transformation in the direction of healthy functional foods. The food industry has a variety of products and serves a wide range of people. Enterprises need to come up with products with unique value in order to be accepted and recognized by the market. The difficulty of identifying high-tech enterprises has also increased accordingly. In order to do a good job in the application evaluation of high-tech enterprises, Flanders, in addition to further combing the achievements of previous technological innovation, has also adjusted and established a high-level R & D team on the basis of establishing postdoctoral workstations in cooperation with Shenyang Pharmaceutical University and Tianjin University of traditional Chinese Medicine, and strengthened technological innovation and intellectual property protection in the direction of new industries. For more than a year, Flanders has successfully transformed, produced and put on the market a number of small molecule functional foods and special dietary products such as Huizhi Gold Drink. In order to further accelerate the pace of development in the health food industry, Flanders has successively joined the Tianjin Health Association, Tianjin Food Safety Association and other food industry organizations; and with the strong support of the Tianjin Association for Science and Technology, it began to prepare for the establishment of the Tianjin Medical and Health Society Health Industry Professional Committee. National high-tech enterprises identified once every three years. The person in charge of Flanders said that the company is currently in a critical period of development and transformation. The identification of high-tech enterprises is not only the recognition of the work of Flanders in the past two years by the competent authorities and the industry, but also will provide assistance to the future development of the company. In the future, Flanders will further increase its scientific research efforts, continue to develop and create new products with high-tech content, and make more contributions to public health. (Liu Hairong)
2020
12-22
On the afternoon of December 2, Sang Weiliang, secretary of the Qiandongnan Prefecture Party Committee of Guizhou Province, Wu Ming, deputy director of the Standing Committee of the State People's Congress, Long Zaichong, deputy secretary-general of the State Party Committee, and the main party and government leaders of Huangping County visited Huangping Jianfeng Cement Co., Ltd. to investigate and investigate, and preach the spirit of the Fifth Plenary Session of the 19th Central Committee of the Party. After visiting and understanding the company's production process, Sang Weiliang said happily: "I am very satisfied with the construction of a modern, clean and standardized cement production line in such a short period of time!" At the peak of Huang Ping, Sang Weiliang conveyed and preached the main contents of the spirit of the Fifth Plenary session of the 19th CPC Central Committee. He pointed out that governments at all levels in Qiandongnan Prefecture should thoroughly study and implement the spirit of the Fifth Plenary session of the 19th CPC Central Committee, earnestly implement the decisions and arrangements of the plenary session, focus on the main line of high-quality development, firmly grasp industrial projects, pay close attention to industrial economy, fully promote high-quality economic and social development, and strive to start a new journey of socialist modernization. We should persist in promoting the "four wheels" of new industrialization, we should pay close attention to the industrial economy, accelerate the transformation and upgrading of industrial industries, improve quality and efficiency, and strive to promote high-quality development and achieve stability and long-term development. During the investigation, Hu Hongwei, general manager of Huang Ping Jianfeng, introduced the basic situation of Jianfeng Group and Huang Ping Jianfeng to the state and county leaders, and focused on the equipment and process advantages of the production line, production process, production process, product quality control indicators, as well as various consumption indicators and emission indicators at the leading level in China. He also reported some problems and difficulties encountered after the formal operation of the enterprise. In view of the deficiencies in road traffic construction in Huangping County, Sang Weiliang asked the transportation department to strengthen communication, report and docking, strive for relevant support, do a solid job in the "14th Five-Year Plan" transportation development plan, further improve the road network connection and improve the transportation system, and provide strong support for the development of advantageous enterprises in Huangping Jianfeng and other regions. Sang Weiliang and his party also conducted in-depth research in the production workshop, checked the operation of the production line, and talked with the line staff. At the end of the investigation, he highly affirmed the construction and production work of Huang Ping Jianfeng for more than a year. The development of enterprises must take the road of sustainable development. It is necessary to ensure product quality and take into account the local ecology in order to develop in a long-term and sustainable manner. Sang Weiliang hopes that the Huangping County Government will do its best to ensure service, firmly establish a sense of service, and actively serve the enterprise. Serve, sincerely solve practical difficulties for the enterprise, create a good business environment, and help the enterprise achieve better development; also hope that Huang Ping Jianfeng will continue to play a pioneering role, jointly promote the high-quality economic and social development of Huangping County. (Pan Yi)
2020
12-22
Beirunning won the "13th Five-Year Chinese Medical Science and Technology Iconic Achievement" Award
From December 8 to 11, under the guidance of China Pharmacists Association, China over the counter drug Association and China Medical Education Association, the "2020 national pharmaceutical economic information conference and rice room annual meeting" sponsored by punctuation information (Group) was held in Guangzhou. During the event, the authoritative professional media of Chinese medicine, "Pharmaceutical Economics", released the list of "13th Five-Year China Pharmaceutical Science and Technology Iconic Achievements" and awarded the honorary certificate. The peak pharmaceutical product Berunning (Olopatadine Hydrochloride Eye Drops) is among them. Great changes have taken place in China's pharmaceutical industry during the 13th Five-Year Plan period. Drug review reform, consistency evaluation, volume procurement and other heavy policies in-depth promotion, driving the pharmaceutical industry innovation and upgrading. Chinese pharmaceutical leading enterprises take advantage of the trend, devote themselves to the development of new drugs, actively promote international registration, expand the international market, carry out international mergers and acquisitions, in the world life science stage blooming Chinese style. Lin Jianning, director of the Southern Institute of Pharmaceutical Economics of the State Drug Administration, combed the current operation of the pharmaceutical economy in detail and led the delegates to think deeply about the new changes in the pharmaceutical market in 2021. The industry authoritative media "Pharmaceutical Economic News" sponsored by the Southern Institute of Pharmaceutical Economics released the "13th Five-Year China Pharmaceutical Science and Technology Iconic Achievements" list during the event. The selection of this award aims to explore the scientific and technological achievements of China's pharmaceutical industry during the 13th five-year Plan period from the dimensions of scientific and technological innovation, clinical efficacy, market share and industry influence, so as to help transform pharmaceutical scientific and technological achievements. to help China move from a big pharmaceutical country to a pharmaceutical power. Pinnacle Pharmaceuticals' product, Berunning, is on the list. Berunning is the first eye drops to pass the consistency evaluation in China, and by virtue of its antagonistic histamine H1-receptor, stable mast cell two-way anti-allergy unique efficacy has been widely concerned. Beirunning in the treatment of children with allergic conjunctivitis has good effect, fast curative effect, will not cause significant mast cell degranulation, so the use of more safe, and almost no adverse reactions to the eye tissue, is the current treatment of allergic conjunctivitis an ideal drug. Since its launch in 2019, Berunning has received unanimous recognition and praise from domestic ophthalmologists. (Xu Yuting)
2020
12-22
On December 15, Xing Zhihong, deputy secretary of the Jinhua Municipal CPC Committee and acting mayor, accompanied by Cai Yan, secretary of the Wucheng District CPC Committee, Huang Guojun, and other leaders, visited the company for research, discussed and exchanged views with the company's management team, and put forward hope for the future development of Jianfeng as a leading enterprise in Jinhua City. Jiang Xiaomeng, chairman of the group company, introduced to Xing Zhihong and his party the development strategy, industrial layout, business performance in recent years, scientific and technological innovation, management innovation, as well as the work in charity, poverty alleviation and so on, which was fully affirmed by Xing Zhihong. Xing Zhihong said in the exchange that the peak is Jinhua's landmark enterprise and Jinhua's pride. It is not easy to stick to the industry for many years. Peak has a clear strategic direction and policy, and its good business performance in recent years has fully proved the courage and foresight of the management team. In view of the current situation that the pattern of economic competition at home and abroad is undergoing tremendous changes and the country's increasing requirements for environmental and ecological development, Xing Zhihong hopes that in the future work, Jianfeng will unswervingly follow the path of innovation and development, further increase investment in innovation and research and development, and further promote Green environmental protection production sets an example for Jinhua enterprises. He also hopes that the peak can "lay out the golden industry in the golden area", not only the enterprise itself through technological innovation to achieve high-quality development, but also further lead the upstream and downstream industries, attract potential and competitive enterprises to invest in Jinhua, forming a cluster effect. The municipal party committee and municipal government will also actively study and introduce better support policies to further optimize the business environment, so that enterprises can do a good job in production and operation without distractions, so that Jinhua can form a better industrial ecology. (this newspaper reporter)
2020
12-22
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