1． The use of communication to accurately position and correct product positioning is the core and foundation of pharmaceutical promotion. The content of pharmaceutical promotion must closely focus on product positioning. Positioning plays a "guiding" role in promotion activities and can ensure that the various promotion forms used can move towards a unified goal. By understanding the customer's environment, concepts, current prescription behavior, and expectations for the ideal treatment of such drugs, companies can help companies make clear product positioning. What is particularly noteworthy is that when a company's medical representatives promote pharmaceutical products to doctors, they must deeply understand that the selling points of the products are also the needs of doctors. Therefore, it is not only necessary to promote targeted doctors, but also to highlight the differences of the product and form a clinical support system and theoretical system to support the selling points.
2. In order to realize the integration of multiple promotion methods, pharmaceutical companies should combine the actual conditions of the company itself and its products and adopt activities that are consistent with them.
(1) Combination of form and content The form of medical promotion must be combined with the content of the promotion. Different forms and different content should be promoted for different target groups, but the promotional content is organized around product positioning. For example, for drugs to treat osteoporosis, there are two forms of training for doctors and health education for patients or high-risk groups, each with its own focus. For doctors, the product's therapeutic mechanism and unique advantages should be emphasized, and it should be highly academic; for patients and the public, it should be emphasized on the serious consequences of the disease and that there are medicines that can be cured, and it should be popular science.
(2) Integration of activities and product characteristics. Pharmaceutical promotion should be carried out according to the characteristics of pharmaceutical products. Pharmaceutical products can be divided into original research products and generic products. The original product has strong professionalism, high academic content, and little awareness among doctors. A large number of professional activities should be organized to strengthen the education of doctors, and a "push" strategy should be adopted to make doctors accept the product first; the imitation product has low academic content and is relatively unknown among doctors. There are many familiarity and competitors, so we should focus on strengthening the education of patients, and use the "pull" market strategy to make the majority of doctors take the initiative to strengthen cooperation with
enterprises.
(3) Activities are adapted to the product life cycle stage. Pharmaceutical promotion must also take into account the life cycle stage of the product. In the product introduction period, in order to expand product visibility and attract trials, companies can make products enter certain markets in a focused manner through academic seminars in key areas and small-scale high-level clinical studies; in the product growth period, in order to To expand market share, product information should be disseminated as widely as possible to make drugs or related treatment options the first choice. Companies can use a promotion method that combines doctor training and patient education. Organize national academic conferences, train local academic leaders, carry out patient education and services, free consultation hotlines, etc. In the maturity stage of the product, in order to stabilize market share, public welfare or people-friendly promotion activities can be carried out, or further penetration into the market can be achieved by promoting new indications, improved products, etc.; in the recession stage, basically no promotion activities are carried out.
(4) Matching activities with market position Pharmaceutical promotion must match the market position of the enterprise. Pharmaceutical companies that are leading the market should seize the academic commanding heights, cultivate and expand the market, and consciously maintain their market image as leaders, such as sponsoring epidemiological surveys and assisting in the revision of disease diagnosis and treatment guidelines. For example, Novo Nordisk held the "Novo Nordisk Diabetes Forum" for experts in the field of diabetes in 2)()2 to discuss the limitations of the animal insulin used in the Chinese market to treat diabetes and improve doctors
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3． Establishing a professional pharmaceutical promotion team
(1) The structure of the pharmaceutical promotion team. The organizational structure system adopted by the pharmaceutical promotion team is usually based on the company's sales area, product type, customer type and a combination of the three factors. Sure.
Regional structure: that is, each medical representative is designated to be responsible for a certain area.
The advantage of this structure is that medical representatives have clear responsibilities, which is conducive to establishing long-term relationships with local consumers and reducing travel expenses. But it is only suitable for products with little product difference and relatively concentrated markets.
Product structure: that is, each medical representative is responsible for the promotion of one or several categories of products. The advantage of this structure is that the medical representative is very familiar with the product or the characteristics of this type of product, while avoiding repeated sales. It is more suitable for situations where there are many product types, strong technicality and little correlation between products.
Customer structure: that is, the enterprise organizes the promotion team according to customer categories. For example, medical representative A is assigned to be responsible for the promotion of hospitals in the central city, and medical representative B is assigned to be responsible for the promotion of suburban hospitals. The advantage of this structure is that the promoters know the customers very well and can better meet customer needs. However, if the customers are too scattered, it will increase the travel expenses of the promoters.
Compound structure: a pharmaceutical promotion team organized by combining the above factors. This structure can combine the advantages of the above types and is suitable for situations where the enterprise has a wide variety of products, a wide sales area, different types of customers, and scattered distribution.
(2) The size of the pharmaceutical promotion team The appropriate size of the pharmaceutical promotion team can directly affect the economic benefits of the enterprise. Enterprises can use the workload method to determine the size of the pharmaceutical promotion team. The workload method includes five steps: ① Classify customers according to annual sales; ② Determine the number of visits required for each type of customer per year, based on competitors or past experience; ③ Determine the total number of annual visits to the enterprise, that is, each type of customer Multiply the number of customers by the number of annual visits; ④ Determine the average number of visits a medical representative can make per year; ⑤ Divide the total annual number of visits by the average number of visits per year by a medical representative, and you get The size of the pharmaceutical promotion team required by the enterprise.
Application of the workload method:
Suppose a pharmaceutical company divides its customers into three categories according to the ABc principle. Category A is a large customer, with a maximum of 200 customers; Category B is a medium customer. The number of large-scale customers is 500; category C is small customers, and the number is 300. Type A customers need to visit 36 ??times a year, type B customers need to visit 24 times a year, and type C customers need to visit 12 times a year. It is estimated that the average number of visits per year for each medical representative is 400 times, then the total number of visits per year = 200×36 500×24 300×12=22800 times
Number of medical representatives = annual total number of visits/annual average number of visits = 22800/400=57 people
(3) Medicine The recruitment and training of the promotion team requires medical representatives to first have a sincere heart to win customer trust and friendly cooperation, a rigorous scientific attitude that is responsible for human life and health, and a professionalism and perseverance of enthusiasm. ; Secondly, have rich business and technical knowledge and be able to disseminate advanced scientific and pharmaceutical knowledge to target customers; thirdly, have marketing knowledge and skills, and have good communication skills, etc.
Recruit through various means, such as recommendations from existing sales staff, talent markets, posting recruitment notices, or selecting and training talents from recent university graduates. Forward-looking companies require a period of training before hiring. Usually training is to make sales staff familiar with the company's situation, familiar with the company's products, understand the company's customer base and main competitors, and teach various promotion techniques.
(4) Incentives for the pharmaceutical promotion team
Material incentives: refers to the promotion, bonuses, prizes and other actual rewards given to those with outstanding sales performance to mobilize the enthusiasm of the personnel.
Spiritual stimulation: Use appropriate opportunities to praise and reward outstanding salespeople, such as selecting "Sales Stars", etc.
Corporate culture and organizational atmosphere: One of the successful experiences of Japanese corporate management is to shape the unique cultural atmosphere and common values ??of the enterprise, so that the employees of the enterprise will be recognized and consciously work hard for the enterprise. . To this end, providing sales staff with timely promotion opportunities, regularly listening to their opinions, caring for them in daily life, and creating a harmonious working atmosphere can all have an motivating effect on sales staff that ordinary remuneration cannot achieve.
Sales target motivation: Targets are also a challenge and motivation for enterprising people. Therefore, if the company can establish a clear sales task for each salesperson, it can also have a motivating effect.
(5) The information sources for the performance evaluation of pharmaceutical promotion personnel are mainly the work reports of promotion personnel, the results of observations by superiors, customer survey results, complaints, opinions, etc. Assessment methods generally include the following three aspects.
Horizontal comparison: Compare and rank the work performance of all pharmaceutical promotion personnel. The results of this approach are clear, but often unfair. Because the market conditions and product conditions faced by each medical representative are not consistent.
Vertical comparison: Compare the current work performance of each medical representative with the past. This method can show how hard the medical representatives work, but sometimes market fluctuations make the comparison meaningless.
Qualitative evaluation: that is, to evaluate the medical representative's concern for the company, customers, and understanding of competitors. It can also evaluate the medical representative's personal personality, demeanor, appearance, speech, behavior, and temperament.
4. Based on integrity and complying with relevant national laws and regulations, the most ideal result of pharmaceutical promotion is that patients receive the most suitable diagnosis and treatment plan, the resources of medical institutions are effectively utilized, and the company obtains a certain amount of profits. The key to achieving this result is integrity. The behavioral basis of pharmaceutical promotion is integrity. Only by insisting on providing objective information can it be possible to establish a credible image in the minds of medical staff and patients. This also requires companies to strictly abide by anti-unfair competition regulations related to pharmaceutical promotion when carrying out pharmaceutical promotion activities.