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    Home > Active Ingredient News > Drugs Articles > "With gold" sales lost the four basic skills necessary for pharmaceutical people!

    "With gold" sales lost the four basic skills necessary for pharmaceutical people!

    • Last Update: 2021-02-28
    • Source: Internet
    • Author: User
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    2020 is bound to be an unforgettable year for medics. The outbreak of new crown pneumonia has greatly impacted the traditional marketing model, coupled with the "two-vote system", consistent evaluation, collection, DRG and other industries policy frequently, so that the traditional "gold" sales model is facing a desperate situation, marketing transformation is imminent. At present, the major pharmaceutical companies greatly increase the input of online academic activities, have tested the water transformation digital marketing, how pharmaceutical people seize the opportunity to achieve marketing transformation in the crisis, we must think deeply.Hard work is to seize the opportunity of the basic guarantee, specific to different functional positions also have different kung fu, human resources management will be "selection and retention", accounting management will be "accounting supervision" and so on. Pharmaceutical enterprises basically have a marketing department, its core functions are market research, strategic planning, brand building, academic promotion, functional positions covering medicine, products, brands, promotion, training and so on, is a strong grasp of the marketing transformation of pharmaceutical enterprises, then, marketing staff need to master what basic skills? The author sums up the four words of "research and transmission".

    01, multi-party research and research“ The word "research" best represents the basic skills of the marketing staff. As a verb, "research" refers to research, grinding, research is the meaning of careful interrogation, grinding has the meaning of fine grinding to make it crushed or smooth, such as grinding drugs, in addition to research, pondering meaning. The word "research" left stone right open, indicating that research needs rock-like spirit, "sincerely, gold stone for open", which is also the importance of research.Marketing staff mainly study the market. Research the market itself, the customers in the market, itself and its products, competitors and their products. Among them, product research includes basic and clinical research before and after the drug market.The best way to study the market is to do research. Research is to gain deeper insight into the market and customers, the method is mainly first-hand research, second-hand research. The research work mainly collects internal and external data and information, especially the market size, capacity, trend, competition pattern and user behavior, and collects and organizes the production and marketing operation data and information of enterprises, so as to set the foundation for forecast analysis.

    02, the need for dispersal thinking analysis“ Analysis of the word from the glyph, the meaning of cutting down trees with a useful axe, remind people to explore the deep structure of trees and growth laws through the thinking of the same scattered trees. Speaking of "analysis", everyone's first reaction is analysis, separate analysis, analysis. And from the point of view of undertaking research and grinding, the analysis also has the meaning of analysis, crystalline analysis, such as drug grinding, it should be the core active ingredients.The marketing staff mainly analyzes the demand. After studying the market, we need to analyze the fundamental problems of the market, that is, the demand problem, mainly the needs of the disease field, doctors and patients. Analyzing requirements requires understanding, based on data. First of all, understand the general trend, understand the external environment, commonly used PAST analysis strategy external environment, analysis of politics ,economy, society, technology and other facing conditions; Ability, ability of potential competitors to enter, substitution ability of substitutes, supplier bargaining power, buyer's bargaining power and other five forces;

    03, fast and effective dissemination of brand“ Passing "word to the left side, to the right side, it can be seen that "passing" can not be separated from people, can not be separated from specialized people, regardless of transmission, infection, inheritance is so.Marketing staff mainly spread the brand. On the one hand, from the point of view of brand communication, communication is the final step, around the spread of enterprises or product brands, provided that the brand research, analysis, need to clarify brand category, brand name, brand positioning, brand quality, brand flavor, brand image, brand development;At present, online and offline transmission methods are diverse, the dissemination of information everywhere. Among them, change is not far from the principle of its family is that no matter where to carry out communication can not be separated from people, can not be separated from specialized people, through word-of-mouth, so that enterprises and product brands are well-known.

    04, experts influence the promotion of the concept“ Pushing the word is also the basic work of the marketing staff. As a verb next to the hand, there are many words combined at the beginning of the push word, marketing, promotion, recommendation, inference, inference, speculation, inference, etc. Among them, promotion should be the most commonly used verbs and nouns by marketing staff.Marketing staff mainly promote the concept. Promote the business philosophy of enterprise development, the medical concept of disease diagnosis and treatment, the brand concept of product differentiation. The promotion of these concepts can be achieved through the sales, marketing and other personnel of enterprises, but also should pay attention to the impact of experts / KOL / KOC to promote. Of course, the source of the concept is the market research, demand analysis, leaving research, analysis to do dissemination, promotion, is undoubtedly passive water, no wood.Based on the channel layer to promote the "push" strategy, its promotion means are also many, mainly people to promote, sales promotion, advertising dissemination and so on. Specific to the marketing department personnel of the promotion work, the main connotation is based on evidence-based medical evidence transformation of the professional academic promotion of medicine. More broadly speaking, "push" strategy can better promote the achievement of strategic objectives only by combining direct marketing based on customer needs (targeting profitability, publishing information to target market members through personalized communication media, in order to seek direct responses from the other party to social and management processes such as inquiries or orders), public relations and other "pull"-style strategies.   Looking to the future of pharmaceutical marketing, "with gold" sales will gradually lose momentum, marketing staff to assume more marketing mission at the same time, the urgent need to practice the "research and transmission" of real efforts, seize the opportunity to achieve marketing transformation. (Medical Economics)
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