Make clear the medical commercial distribution and pure marketing resources to form real sales

[market analysis of chinapharma.com] in the case of ticket and goods peers, some business models that rely on the traditional distribution model for sales have failed At the same time, pharmaceutical enterprises will gradually sink the channel structure, resulting in some intermediate businesses unable to obtain more business as before In this case, many pharmaceutical commercial enterprises in the provincial capital cities have a narrow choice of transformation (clarify the medical commercial distribution and pure marketing resources to form a real sales picture source: Baidu picture) in fact, large commercial enterprises in provincial capital cities can commit to large pharmaceutical enterprises, commit to large pharmaceutical enterprises, and obtain stable product resources At the same time, they can make their own enterprises survive So, how to make sure that their commercial enterprises are committed to pharmaceutical enterprises? How to become the regional marketing organization of large pharmaceutical enterprises? First of all, we need to understand our own situation It's easier for commercial enterprises with a large pure marketing system to find a pharmaceutical enterprise to commit, because pharmaceutical enterprises mainly depend on whether they have a better pure marketing function for the collection and editing business However, due to policy factors, some commercial enterprises have not really paid attention to pure marketing business for many years Some pharmaceutical commercial enterprises have partial pure marketing Business, also rely on the sales of commission as the main means of operation, its pure sales value is not high At this time, pharmaceutical commercial enterprises need to analyze their own situation to choose the right pharmaceutical enterprises as the goal of devotion According to schlichen, founder of the third-party medical service system McConnell, there are two ways to commit: 1 Relying on its own pure sales business, let pharmaceutical enterprises acquire or hold shares Pharmaceutical commercial enterprises with better pure marketing business can sort out their own pure marketing business to see the total amount of pure marketing business, the number of cooperative terminals, and their own resources in clinical products, OTC products, primary market products, medical devices products, consumables products, etc after sorting out, they can find out from their own cooperative enterprises in the field of pure marketing To find suitable large pharmaceutical enterprises with intention and put forward the plan of being incorporated We know that although there is a large amount of business in such businesses as transfer, affiliation and walk ticket, these business contents have little gold content for pharmaceutical enterprises, or even those business contents that they have to abandon The real gold content is pure sales business, because pure sales business can let pharmaceutical enterprises' products enter into terminal sales quickly, not the drugs The channel drifted around However, it should be noted that when the two sides enter into the substantive communication stage, they should inform the pharmaceutical enterprises of their advantages and disadvantages in good faith, and never conceal anything, otherwise it will lead to the failure of recruitment Case: last year, the author helped a pharmaceutical commercial enterprise with a business volume of about 800 million to find a large pharmaceutical enterprise with cooperation or editing opportunities This commercial enterprise is mainly located in the provincial capital city, mainly relying on the circulation and allocation, price difference, affiliation and some pure sales business to survive and develop, of which the pure sales business is only more than 40 million, and most of the rest are allocation and affiliation According to the requirements of commercial enterprises, the author has found three large pharmaceutical enterprises with intention After more than two months of communication, there is another one with intention This one requires commercial enterprises to bring their own business structure, business performance, business varieties and terminal data to the meeting for discussion, so as to determine whether to accept or not For this reason, the commercial enterprise found the author and asked the author to help it modify the operation data, but the author did not agree The author proposed that if the operation data is modified, it is easy to be found out later, and there will be great trouble, but the boss of the commercial enterprise must do it Therefore, the personnel of the commercial enterprise modified the data for two consecutive days, and made the pure sales business into 200 million, with a view to increasing it Add its own gold content, you can get more profits when you are controlled In the later stage, I didn't participate in the business data negotiation at the meeting, but I knew that the remaining interested pharmaceutical company gave up the acquisition of this commercial company I heard later that the data fraud was seen by pharmaceutical companies at that time Although there was some sophistry, it was powerless In the end, because the pharmaceutical companies could not trust the pharmaceutical commercial enterprise, they gave up the acquisition Therefore, if the commercial enterprises really have the intention of being incorporated, it is better to present their own business data to the pharmaceutical enterprises with intention in good faith, and do not try to deceive them by trying to obtain the future benefits To be acquired by relying on the pure sales business requires not only providing real pure sales data, but also describing the pure sales business, so that the pharmaceutical enterprises can really feel the great benefits of acquiring this commercial enterprise As for how to describe it, it depends on the business objectives of the pharmaceutical company in the region 2 The construction of regional third-party business networks for many pharmaceutical commercial enterprises in provincial capitals does not have much pure marketing ability However, if such enterprises want to do pharmaceutical business, they must choose a good transformation direction, which must be inseparable from value-added services In fact, many large pharmaceutical enterprises rely on the original commercial structure and channel structure The two vote system and one practice make it difficult for many pharmaceutical enterprises to maintain the original channel structure and commercial structure At this time, a new third party is needed to replace the original commercial structure, so that the marketing performance of pharmaceutical enterprises can continue Many large and medium-sized commercial enterprises are not willing to be acquired or controlled by pharmaceutical enterprises At this time, we can consider building a third-party business network to help many pharmaceutical enterprises reconstruct their business structure and channel structure in the region However, this kind of third-party business network needs a larger storage and logistics system, as well as a better capital capacity, which is a necessary element to be a third-party business network Because the two ticket system requires that the goods tickets go together with each other, the third-party business needs to undertake the sales indicators of many pharmaceutical enterprises in the region first, and then, according to the sales indicators, purchase from the pharmaceutical enterprises in large quantities every week or every month After purchase, the goods are not invoiced or separated, but placed in the warehouse After that, it is required to place an order downstream for the stored drugs According to the order quantity, the drugs will be directly delivered to the hospital, drugstore, outpatient and other terminals through the distribution business at the downstream level When the goods are to be delivered to the terminal, they are divided into batches, and the pharmaceutical enterprises are required to issue invoices for each part after the split In this way, the bills constitute two bills, which directly arrive at the terminal Another way is to obtain an order from the terminal, purchase centrally from pharmaceutical enterprises according to the order quantity and product specification, and require pharmaceutical enterprises to issue bills according to the order In this way, in fact, the money earned by the third party is the logistics cost, the storage cost, the pure selling cost and the price difference cost No matter which method commercial enterprises adopt, they need to sort out their own distribution or pure sales resources clearly They can't cheat pharmaceutical enterprises to attract investment at all levels, and the cooperative businesses below also need to attract investment at all levels As a result, sales become a series of channel goods, which is difficult to form a real sales.