Well-known pharmaceutical enterprises regional promotion structure exposure, behind the logic is worth learning!

Guide: Sales feedback is not helpful for sales growth, and the topic of the regional promotion manager feedback activity does not help physicians to change their prescription habits. Many company marketing department is faced with a problem, academic activities do not land, the central product group of various meetings called good or not, seemingly lively, big curry gathered, but to the local, sales feedback for sales growth is not helpful, regional promotion manager feedback activity theme does not help doctors prescription habits change, why? Chat with small partners in the region, found that often such a problem of the company, there is a commonality, that is, the marketing department of the organizational structure, there is no set up promotion director, regional promotion manager by the central marketing department product group management, or although set up promotion director, but the promotion director is still the central product group's marketing ideas.
the management status quo of the central product group: as long as the kol, to achieve the product declaration, to achieve the grand development of academic activities, can achieve good sales expectations.
Company summary meeting, with the boss report, the meeting came how many big curry, experts on the product is how agree, after the sales will be rocket-like rise, the form of a big good, the boss of all kinds of satisfaction, requires the regional promotion manager must unconditionally obey the central product group management, can not expect, light deduction KPI, heavy walk away.
three months later, the ideal is very plump, the reality is very bone-deep, the regional promotion manager turnover rate increased, but also by the central product group number of capacity is insufficient, but the truth is really so? Regional Promotion Department to parallel with the Central Marketing Department I think, the Regional Promotion Department, to balance academic and sales volume, must be managed by product managers, sales awareness personnel, organizational structure and central marketing department parallel, in order to best play the functions of the Regional Promotion Department.
The author is a regional promotion manager origin, resigned from the hospital has been doing regional promotion manager, has always believed that the central marketing department is playing strategy, do kol, regional promotion department is playing tactics, do koc, in addition to ensuring academic implementation, but also take into account the completion of sales.
And from a deeper analysis, the central marketing department must be the regional academic strategy set-up and guide, marketing area promotion allows no sales, but a certain meaning level must understand the sales link, the most basic standards at least know the clinical customer demand points, more conducive to the formulation of market demand, so as to develop a practical and effective market strategy.
, strategic tactics complement each other, and the purpose of all marketing activities is to influence clinical prescribing habits in order to obtain prescriptions.
in line with clinical pain points and thus play a practical solution to the formation of practical problems is the classic academic promotion behavior.
two types of regional extension architecture case studies have had the privilege of working for a ring pharmaceutical group, a pharmaceutical group, in this analysis of the two work units of the regional promotion structure for discussion.
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central marketing department as strategic support, whenever the company's important academic activities, regional promotion managers and the central product team for the project landing, implementation of practical difficulties encountered, discussions and even modify the details of the program.
(PS): It's a lot better than some companies, the program of activities is finalized, the regional promotion manager as the performer only sees, feedback retention, in a word, go ahead.
) In order to improve the central product group floating in the cloud, the marketing director asked the central product group to regularly go to the market, with the regional promotion manager to visit experts, customers, clinical representatives, to see their own design activities, to experience the actual implementation.
In order to enable the regional promotion manager to better understand the intention of the central product group, the marketing department better understand the actual situation at the grass-roots level, each month there will be a regional promotion manager back to beijing headquarters to report, feedback sales for the marketing department's needs, the implementation of regional promotion activities, reporting to the marketing director, the central product group manager, promotion director.
, through the regional promotion department, so that sales and the central product group as a whole, work together for a goal.
- A branch pharmaceutical group of a branch group at that time eight marketing divisions, each business unit is responsible for a number of products of the national operation, so each division is equipped with its own regional promotion manager, 2-3 people range, regional promotion manager to the division director report.
The Director requires the sales manager to work closely with the regional promotion manager to achieve academic activities taking into account product announcement, customer training, market data analysis, representative guidance, drug alerting, sales promotion, to solve the actual problems in sales, such as the region can not be resolved, reported to the central product group for technical support.
(PS: Here, thankfully, the sales director of a section at that time recognized the importance of professional academic personnel for sales promotion, unlike a hundred billion enterprise sales executives, think that academic, nothing but to recruit a few college students, spend a week or two, back-to-back manuscripts, can open a science conference like a rereading machine, but in reality such a cognitive sales high-level is a big person.
) in the regional promotion and sales of cooperation, collect feedback on practical problems, report to the central product group, for the company's senior management to understand the market situation, is a good way to fully understand the product is in the promotion of the problems and shortcomings, so as to design solutions, which is the ideal state.
But often encountered is that a variety of reasons lead to the problem shelved, perfunctory, because a lot of problems, not the central product group can be resolved, the need for multi-sectoral coordination, involving the marketing market medical business at all levels of the big man docking, collision.
so the central product group management regional promotion department, this management model is not conducive to the first-line problem feedback processing.
an inappropriate example, let the staff command the front-line finger-pointing officers, the solution to the problem is never the theory of moving mouth.
The author recommends the marketing structure: the marketing director to manage the central product group, the promotion director to manage the regional promotion department, the promotion director to report to the marketing director, the promotion director to collect feedback from the regional promotion department, for the central product group's activities plan to discuss and modify, and finally reported to the marketing director for approval and implementation.
, the central product group kpi and grass-roots market research and program landing site supervision linked.
such academic activities from the top down design, from the top down amendment, academic landing is not a piece of paper talk, the rest, or roll up the sleeves to refuel dry!