The following five points should be paid attention to in the transition from centralized mining to the third terminal

[pharmaceutical network market analysis] recently, the blue book of China's pharmaceutical market development in 2019 pointed out that the sales volume of China's pharmaceutical terminal market in the first half of 2019 was 908.7 billion yuan, an increase of 5.8% year on year In terms of market segments, the first terminal (public hospital), the second terminal (drugstore) and the third terminal (urban community health service center and township health center) accounted for 67.0%, 23.1% and 9.9% respectively in the first half of the year It seems that the first terminal is still in a dominant position, but from the perspective of the proportion of the first, second and third terminals in 2011, which are 68.7%, 24.7% and 6.6% respectively, it can be clearly found that the third terminal shows an upward trend In fact, with the continuous improvement of policies and the development of China's urban integration, more and more pharmaceutical enterprises are becoming the third terminal in recent years But even so, it is not easy for pharmaceutical companies, which have always taken public hospitals as the main channel, to shift their positions and open up new markets at the third terminal Because the characteristics of the third terminal and the first terminal are different, the market operation methods are also different In my opinion, the following five aspects of pharmaceutical enterprises need special attention during the transformation period First, to make clear the differences of customers and gain recognition with different advantages, drug companies must understand the drug characteristics of county-level doctors if they want to do a good job in the third end market If the county-level sales team can not be established in a short period of time, it is necessary to understand that the drug use characteristics of the third terminal market are significantly different from those of large urban hospitals For example, the county-level market is dominated by general medicine, common medicine, low and medium price drugs, and chronic disease drugs The marketing core of the third end should be to establish a long-term medical market reputation and patient trust, which should not only have academic selling points, but also have advantages in price and convenience In fact, the third terminal market mainly includes two kinds of products: one is the general medicine in circulation which can be sold without promotion or with a little promotion; the other is the general medicine in deep sale which needs to be promoted in channels and terminals For pharmaceutical enterprises, drugs with higher gross profit, greater added value and better growth force can be the object of vigorous development of enterprises After selecting varieties, we can form a suitable product line In addition, due to the small and scattered scale of a single medical unit at the grass-roots level, the enterprise products are too few to support the sales team, so to increase the product mix as much as possible is also the necessary condition for the third terminal and the guarantee for sustainable development 3 Increase the training of sales talents At present, it is not appropriate for some enterprises to hastily simplify the medical representatives of hospitals as the third terminal market, which is likely to lead to the result of acclimatization and rising turnover rate This is mainly due to the wide coverage of the grass-roots, more running, to bear hardships and stand hard as the premise The basic knowledge of sales staff is enough Moreover, it is impossible to achieve wide coverage only by sending employees to sell drugs by the enterprise itself Therefore, the primary function of the third terminal sales staff is not to sell drugs, but to build a sales network   In the future, the enterprises that are the third terminal must follow the trend, adapt to the changes, achieve the specialization of sales, planning, operation and management, the transformation of salespeople from salespeople to salesmen, from thinking to behavior, do a good job in marketing, and improve marketing ability, so as to find a way to break through and ensure that the enterprises are invincible in the new round of competition Land IV improve service quality while selling In fact, it costs a lot to restructure a sales team for small hospitals and grass-roots units, because this team is bound to surpass the current marketing methods for some departments in terms of number and geographic coverage, and the market going down is not familiar to pharmaceutical companies, and may not have a good relationship in the past If you want to enter this field, you can't just rely on sales You need to start from service - what can you bring to the doctors of basic medical treatment At present, doctors in the second and third tier cities and the lower level urgently want patients, which can only be achieved by improving their service level Doctors show an urgent desire for training and re education Among the grassroots doctors with especially high education, they have a strong desire for learning Therefore, re education will be a better way to enter the basic medical care V It's very important to choose a good channel In the future, cooperation between pharmaceutical enterprises and professional basic medical sales channels will be an effective attempt The advantage of professional basic medical sales channels is that they can spread their products to multi regional and multi-level basic medical institutions, and the cost of such channels is lower than that of channels built by foreign pharmaceutical companies with some hospitals as the core However, when selecting channels, it should be noted that the selected business partners should not only have strength and reputation, but also have certain coverage and deep cultivation degree at the third terminal The coverage mainly depends on the size of the region and the number of downstream customers.