echemi logo
Product
  • Product
  • Supplier
  • Inquiry
    Home > Active Ingredient News > Drugs Articles > In 2020, the marketing transformation of pharmaceutical companies will accelerate, but three pain points need to be solved urgently.

    In 2020, the marketing transformation of pharmaceutical companies will accelerate, but three pain points need to be solved urgently.

    • Last Update: 2020-09-06
    • Source: Internet
    • Author: User
    Search more information of high quality chemicals, good prices and reliable suppliers, visit www.echemi.com
    In the past, China's pharmaceutical market has been driven by "sellers".
    so-called "seller-driven" refers to the seller to initiate and guide the entire trade process.
    simple terms, the sale of all goods is based on what the seller says.
    this model, the profession of "medical representative" is popular and more competitive than ever before.
    But in recent years, with the "4 plus 7 band procurement", "generic drug consistency evaluation", "assistive drug use" and a series of reform measures such as a storm, especially the "4 plus 7" belt procurement pressed the button for the upgrading of the entire pharmaceutical industry, pharmaceutical companies are facing serious challenges in research and development, management, sales model.
    , the transformation of marketing model is increasingly becoming the focus of pharmaceutical companies.
    it is worth noting that the marketing changes of pharmaceutical companies are not a one-off, there are three major pain points that need to be solved urgently.
    How to Land" The new stage of china's pharmaceutical industry reshuffle and integration has arrived, and digital transformation has become the inevitable choice for Chinese pharmaceutical enterprises to grasp the trend and seek high-quality development.
    " is what McKinsey pointed out in its 2019 article Breaking The Butterfly: The Road to Transformation of China's Pharmaceutical Enterprises.
    fact, domestic pharmaceutical companies are now fully aware of the importance of digital transformation.
    According to the data, since this year, the major pharmaceutical companies in the digital construction of investment significantly increased, in 2019 digital-related costs accounted for more than 10% of the total cost of product investment of pharmaceutical companies accounted for 23%, and in March 2020, this figure rose rapidly to 40%, is expected to later or maintain 38%.
    It is worth noting, however, that while pharmaceutical companies are making their way to digitalization, many pharmaceutical companies need to find ways to break through in the process of embracing digitalization, such as lack of top-level design, insufficient impetus, information silos, and weak IT management.
    , there is a view in the industry that marketing digitalization is equal to the traditional information technology and "Internet" and offline resources integration, not simply divesting the two markets, the future needs to rise to a higher strategic level to plan.
    how to build a professional professional team at present, a series of medical reform policies on the impact of pharmaceutical companies is profound and far-reaching, so the transformation and upgrading of pharmaceutical enterprises, thinking ahead of time product positioning has become very important.
    but it's worth noting that no matter how you transform, it's always necessary to build a professional and professional marketing team.
    But in fact, the transformation and training of marketing team is not easy, and for pharmaceutical companies, with the existing marketing team transformation DTP, the time and communication costs are relatively large, so more pharmaceutical companies will choose to re-recruit, the original position of representatives will face job adjustment;
    how to further realize the channel promotion has been, the pharmaceutical industry is the main force of continuous advertising exposure.
    data show that in the first half of 2018, 2,388 comparable listed companies spent a total of 119.636 billion yuan on advertising, up 40.75 percent year-on-year, of which 22 spent more than 1 billion yuan on advertising in the first half of the year, and 13 were pharmaceutical listed companies, far more than any other industry.
    But in the past, pharmaceutical companies to run ads, more dependent on media ratings, and more difficult to reach the target population, conversion rate is usually very low, so in the marketing process will bring a lot of money, time consumption.
    In the current industry patent expiration, new drug research and development stagnation, drug profits are increasingly thin situation, enterprises need to put down the body to use the body number to do a good job brand extension, update, so as to further achieve multi-channel promotion.
    especially after the advent of the Internet age, marketing is no longer a vertical downward layer of logical relations, but a de-centrized form of connectivity.
    whether pharmaceutical companies, consumers, or terminals, commercial companies, need to cross the middle level, the Internet to achieve connectivity.
    industry believes that in this context, pharmaceutical companies should take the initiative to learn, participate, and map their own drugs to the online market.
    and, online, control the entire marketing process in many aspects.
    .
    This article is an English version of an article which is originally in the Chinese language on echemi.com and is provided for information purposes only. This website makes no representation or warranty of any kind, either expressed or implied, as to the accuracy, completeness ownership or reliability of the article or any translations thereof. If you have any concerns or complaints relating to the article, please send an email, providing a detailed description of the concern or complaint, to service@echemi.com. A staff member will contact you within 5 working days. Once verified, infringing content will be removed immediately.

    Contact Us

    The source of this page with content of products and services is from Internet, which doesn't represent ECHEMI's opinion. If you have any queries, please write to service@echemi.com. It will be replied within 5 days.

    Moreover, if you find any instances of plagiarism from the page, please send email to service@echemi.com with relevant evidence.