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    Home > Active Ingredient News > Drugs Articles > The cross-border success of pharmaceutical enterprises should include eight elements

    The cross-border success of pharmaceutical enterprises should include eight elements

    • Last Update: 2017-03-16
    • Source: Internet
    • Author: User
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    [market analysis of China Pharmaceutical network] the upsurge of cross-border pharmaceutical enterprises continues, but in many cases, there are not many successful cross-border enterprises So, what is the key to the cross-border transformation of pharmaceutical enterprises? In fact, they all come from meeting the real needs of consumers The cross-border pharmaceutical enterprises need to construct the cross-border success gene according to their own resources and characteristics, so as to ensure that we can go smoothly on this road (based on the characteristics of resources, cross-border success of pharmaceutical enterprises should include 8 elements Picture source: Baidu picture) Shi lichen, founder of the third-party medical service system, summarized the case of cross-border transformation of pharmaceutical enterprises, and believed that cross-border success of pharmaceutical enterprises should include the following 8 elements: (1) the ability to jump out of previous experience Whether it is vertical cross-border, horizontal cross-border, or oblique cross-border, it is innovation, and innovation is not complete or does not need the thinking mode of the previous pharmaceutical industry The main reason for the cross-border failure of many pharmaceutical enterprises is that they are bound by their past experience, thinking about problems and making decisions are always in the inherent thinking framework Cross border management, once in the thinking mode, is difficult to succeed For example, when an enterprise makes drinks, it only takes the drugstore as the sales terminal, so that its drinks have been sold flat for three or four years As we all know, consumers go to the drugstore to solve the problem of disease, not because they are thirsty Although it's a functional drink, it's impossible to achieve faster curative effect than medicine In the face of a lot of competitive drugs, the function of drinks is a joke If Wang Laoji is put in the drugstore to sell, it will not be a big product (2) we should be good at accepting new thinking and learning Due to the role of the Internet, all kinds of innovative information innovative thinking are rapidly transmitted and widely spread, which leads to our constant attitude of learning Without learning and relying on old experience, the road will not go far Especially for cross-border operation, we need to enter new business units, which have not been engaged in Yuan before This requires the decision-making level of pharmaceutical enterprises to carefully study various rules, operation paths, key points of competition, market pattern, etc in the new business area How can we make correct decisions on the new business units without learning? Nowadays, in addition to drinking and communication, the decision-makers of many pharmaceutical companies seldom settle down to read books about new fields and new ideas Although contacts can help you make money, the development of your own enterprise depends on your own ability Others will not help you develop your enterprise (3) we should pay attention to and grasp the real needs of consumers, doctors and cooperative customers The needs of consumers, doctors and cooperative customers are the basis of cross-border success of pharmaceutical enterprises All cross-border success cases are due to meeting the real needs of consumers, otherwise it will lead to failure For example, a company's product mix for a disease is "health care products + auxiliary devices" As a result, both drugs and health care products are very popular But another pharmaceutical company also learned that one company used "drugs + functional drinks" as a product mix, and no one paid attention to the results According to Mr Shi lichen, founder of the third-party medical service system McConnell, one of the two companies really grasps the needs of consumers, while the other is just trying to force consumers to accept the combination of products, which is impossible at all To meet the real needs of the market and consumers, pharmaceutical companies do not need to innovate completely new products Too new products need education market We only need to be half a step faster than other pharmaceutical companies' real demand for the market and consumers This half step is actually the key to the success of cross-border operation (4) to study the coverage and premium ability of the brand of pharmaceutical enterprises many pharmaceutical enterprises always regard the brand of pharmaceutical enterprises as the brand of cross-border business unit, and think that their own drug brand or the brand of pharmaceutical enterprises are well-known and easy to be accepted by everyone In fact, this is a big mistake, because the brand also has a reasonable coverage Guangyao once wanted to make Wanglaoji brand into a brand including medicine, health care products, drinks, Chinese medicine conditioning products, etc., but it failed because Wanglaoji formed a beverage brand, which could not cover medicine and health care products at all There are also Rongchang pharmaceutical, which is used for hemorrhoids, and Rongchang brand is used for oral medicine, which is easy to form bad brand association The other is the premium ability of the brand Many pharmaceutical companies have weak brand premium ability, but cross-border products may be sold more expensive, so there is a contradiction If the ability of drug brand premium cannot be supported, it is not necessary to use it (5) to professionalize the operation of cross-border units, as the saying goes: "although shavers also use knives to serve customers, they cannot replace doctors' knives There are rules for each line." Don't listen to the so-called "innovation is to break the rules" in the cross-border operation of pharmaceutical enterprises These statements may be effective in specific industries and specific environments, but they need to pay a price Therefore, it is better to hire professionals from cross-border industries to control, rather than assign personnel from pharmaceutical companies to make cross-border decision-making and management Professional people do professional things (6) fully consider the possibility and feasibility of pharmaceutical enterprises through careful research and analysis of the competition in cross-border areas, such as how many competitors, how large the market capacity, what resources and capabilities are needed, what talents are needed, how to do it safely and easily to obtain performance It is basically a failure to enter cross-border business without investigation and analysis (7) use reasonable management and control mode to manage cross-border business cross-border business units, adopt strategic or financial management and control mode, and adopt adjustable management and control strategy according to the strategic development steps of cross-border units, so as to avoid the unsuitable experience of the pharmaceutical industry affecting its operation (8) there are not completely new fields to attach importance to innovation thinking and R & D there are many competitors when we enter a new cross-border field Therefore, we must attach importance to innovation thinking and R & D, and obtain the possibility of cross-border competition success through these two key elements In short, cross-border is the second time for the decision-makers of pharmaceutical enterprises to start their own business We should be careful not to enter the business like some pharmaceutical enterprises now, and soon lose.
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