Gynecology single product growth is easy, and it is not difficult to use these two tricks to improve the entire category

Medical Network News on April 20.
A few days ago, the 2020E key city entity pharmacy gynecological Chinese patent medicine city data released by Minai.
com shows that the sales of gynecological Chinese patent medicines in the four major cities of "Beijing, Shanghai, Guangzhou and Shenzhen" are among the top, all of which are more than 100 million yuan.

.
Among them, consumers who buy gynecological menstrual regulation drugs are more likely to purchase blood-enriching Chinese patent medicines, and gynecological inflammation patients are more likely to purchase genitourinary system anti-infective chemicals
.
Gynecological treatment emphasizes the course of treatment and combination medications.
Gynecological medications are one of the popular categories in pharmacies.
How should pharmacies do fine customer management and increase consumer stickiness?
Let me take
advantage of "her" thinking and make it bigger in gynecology category
/ Wei Yuxiu/
Nowadays, the growth rate of the pharmaceutical retail market is slowing down and competition is becoming increasingly fierce.
Pharmacies are particularly critical in the choice of business categories
.
Although the gynecology category does not account for a particularly large proportion in retail pharmacies, it is a category that attracts people and gathers customers
.
The source of pharmacy sales growth is the accurate grasp of sales opportunities and the in-depth exploration of consumption potential.
Starting from the gynecological category, starting from the needs of customers may be an effective path for pharmacies to break through
.

Rich category structure
to
meet the product demands of
women of different ages.
Women have to go through five cycles of greater physiological changes in their life: menstruation, marriage, pregnancy, puerperium, and menopause.
Due to the unique physiological structure of women, coupled with the impact of work and life pressure and environmental factors The incidence of gynecological diseases in each menstrual cycle is very high
.
With the economic development and the enhancement of women's self-care awareness, their primary need for pharmacies is "professional treatment plan and reasonable medication guidance" to solve their gynecological diseases
.
More than half of the number of visitors to pharmacies are female consumers, and many of them have health management needs
.
From a certain point of view, gynecological medications belong to the category of chronic disease medications, and they emphasize combination and treatment medications.
Therefore, enriching the category structure, perfecting category products, and ensuring product efficacy are the prerequisites for meeting customer needs
.
For example, young women’s demand for products is convenient and fast.
They don’t like large pills and are relatively easy to accept tablets, capsules, granules or oral liquid dosage forms.
Therefore, there must be a wealth of dosage forms in the category structure, such as oral drugs, external use, lotions, suppositories and so on
.
Middle-aged and elderly women’s demand for products is economical, and they are more willing to accept moderately priced single products or joint recommendations.
For this, the product price band must be complete, with high, medium and low distinctions, joint recommendations for free combinations according to the situation, increasing At the same time as the number of customers, the customer unit price is relatively moderate
.
For white-collar workers in the workplace, they pay more attention to brand awareness and drug safety while ensuring the efficacy.
They prefer advertised products or products from well-known manufacturers.
In addition, they are also very concerned about adverse drug reactions and dietary taboos.
At this time, they work with brand industrial companies.
Cooperation is very important
.
From the perspective of pharmacies , we are marketing gynecological products, but from the perspective of customers, they believe that they buy medicines in pharmacies to solve the pain of illness, rather than simply buying medicine
.
Categories and products are equivalent to the painter's pen.
If there is no "drawing skills", no matter how good the pen is, it is difficult to draw excellent works
.
The same is true for selling medicines.
It is difficult to meet the health needs of customers without symptomatic introduction and scientific use of medicines
.
Therefore, putting the "professional skills" of the pharmacy staff in an important position is the second step in doing well in the gynecology category
.

　　Professional service 4- step method
　　drives the whole family's health care and consumption
The customer's demand for "professional services" in pharmacies can be broken down into four questions: What is the disease? What medicine is used? How to take it? What are the precautions? 1.
Disease diagnosis As a pharmacy staff, it is necessary to learn common sense of multi-system disease diagnosis, because even the same symptom may be caused by different diseases, and one disease often has multiple symptoms
.
For example, for a very simple dysmenorrhea, as a professional pharmacist, you should not only ask whether the previous menstrual period is normal and the amount of menstruation, but also if married women of childbearing age have delayed menstruation, obvious abdominal pain, and low bleeding, consider whether There is a possibility of ectopic pregnancy
.
If there is no professional awareness, only symptomatic and simple pain relief will delay the condition
.
2.
What kind of medicine is used? The medicine here does not refer to a single medicine, but a treatment plan
.
Such as vaginitis, the treatment plan can recommend suppository + lotion + oral
.
The author once served a female customer with vaginitis, but the condition was repeated and the medication was not effective
.
After in-depth communication, she learned that she often takes a variety of antibiotics, so as to consider the vaginitis that may be caused by the imbalance of the flora.
This is to guide the customer to use the antibiotics correctly while applying suppositories and lotions, and taking probiotics.
After adopting this plan, The treatment effect is very good
.
3.
How to take the drug, the usage and dosage, oral or external use, and under what circumstances need to be discontinued, all need to be clearly explained to the customer
.
For example, a gynecological suppository is used to treat inflammation.
Usually the customer’s habitual thinking is vaginal administration, but the drug is actually administered rectal; some gynecological drugs that promote blood circulation and remove blood stasis need to be stopped during menstruation; and when suppositories are used Tips such as vaginitis can be shallow, cervicitis needs to be deeper, and pads should be used after the suppository is put in
.
4.
Precautions Many proprietary Chinese medicine products need to avoid spicy and cold foods.
Some tonic and menstrual-regulating drugs should not be taken with cold medicines.
Some gynecological inflammations originate from their partners, requiring both husband and wife to treat them together and use medications for the course of treatment
.
The above "professional" guidance can make customers recognize and generate trust, thereby increasing consumer stickiness
.
Affected by traditional Chinese culture, women have a certain degree of control over family income.
Taking women’s consumption as the entry point, extending to family men, children, and the elderly, pharmacies have a good opportunity to promote beauty and beauty, tonic and health care, children’s medication, From this perspective, pharmacies should pay more attention to the sales of medicines for the elderly
.

　　I Weapon 2 to
　　enhance the professional force and marketing force
　　/ Shu Yu civilians Ma Xiumei /
demand is the basis of sales, we need to understand the current front-line stores women's needs and concerns of health issues, from health to address customer needs, rational planning association Commodities and high-, middle- and low-price bands are targeted at target customers for personalized associated medication program output
.
At the same time, enhance the professional service capabilities of employees and let them understand the knowledge of gynecological diseases and clinical medication
.
Only when the employees are professional and understand the sales meeting sales, the category increment can be improved
.
Specifically, we can start with the following aspects: 1.
Category management: There are only two competitions, one is differentiation, such as the professionalism and service ability of employees; the other is refinement, which is to truly focus on the health needs of customers Center, carry out the meticulous management of members of this category, only in this way, information and activities can accurately reach consumers
.
2.
Enhance professional ability: professional ability is the core competitiveness of the chain, such as professional pharmacy services, joint medication, and health management of the whole process of diseases with prevention, treatment, and rehabilitation as the core
.
Regularly strengthen the training of shop assistants and store counters training, so that shop assistants can fully understand gynecological products in the first time, grasp the selling points, create an atmosphere in the related shopping guide store, provide professional health risk tests and health knowledge information for female customers, and help shop assistants improve their professional skills And marketing power
.
3.
Good display and visual impact: Promote customers' desire to buy and create a terminal experience in the gynecology area
.
4.
Carry out rich holiday promotional activities: attract customers, and start from the treatment effect, do a good job in product combination medication
.
5.
Use online live broadcast, WeChat and other tools to promote women's health care
.