One of the six characteristics of the third terminal in the city
Feature 1: small scale, few varieties and OTC for common diseases
The third terminal in the city is mostly small in terms of turnover, fewer varieties of products, and limited in coverage of the population, which is limited to the residents in their communities.
Feature 2: Competition is not very fierce.
Since the scale is small and the varieties are not many, it is not emphasized by some production and management enterprises. Competition relative to the large stores in the commercial district, indeed, sales volume is not large, so not being valued is also a normal phenomenon, and the number of more. Competition is not fierce reflected in the POP release, promotional activities, display and so on are not much, for practitioners of training is also not much.
Feature 3: the third terminal property rights structure is complex, a high proportion of individual operators
Generally community pharmacies, in the chain degree of development of the city, the chain has a certain proportion of the chain, in the chain of drugstores in the city is not developed, most of the individual, individual dependent on the chain, or the loose nature of the franchised chain stores.
For example, the status of chain pharmacies in community stores in Shanghai is as follows;
Shanghai has a population of about 17 million people, with more than 1,700 pharmacies and more than 400 counter of Class B non-prescription drugs, with an average of one pharmacy for every 9,000-10,000 people, which is at the world level of one pharmacy for every 7,000-10,000 people. 10,000 people have a pharmacy, reaching the world's advanced level of 7,000-10,000 people have a pharmacy. According to statistics, of the more than 1,700 pharmacies, more than 1,400 are chain drugstore stores, accounting for 82%. In each chain enterprise, the number of community pharmacies often occupy more than 2/3, community pharmacies have become a bridgehead for chain brands to occupy the market.
And the practitioners of individual stores, most of them are husband and wife stores, or only thought female practitioners, the quality of their pharmaceutical business knowledge or marketing capabilities are low.
Feature 4: Some terminal health stations and other medical venues are large hospitals dispatched institutions
Because of the national policy of encouraging the development of community medical centers and community health stations, some hospitals are vigorously carrying out the construction of community medical centers, outpatient clinics, and community health stations, which have a great impact on the residents' medication habits, but they are subject to the limitations of the hospitals to which they belong, and some self-sustaining venues. There are some self-financing establishments have a certain degree of autonomy in the procurement of medicines.
Feature 5: Less restriction on marketing and communication activities of urban third terminals
Since the third terminals in urban communities are not on the streets and are not subject to the control of government departments such as industry and commerce, urban management, sanitation, etc., the advertisements are released and the education and training activities for consumers are easily held, and as long as they have a good relationship with the property management department, they are easy to operate.
Another advantage is that some community promotions spread more efficiently.
Feature 6: The third urban terminal focuses on integrity marketing and service marketing
Consumers have two eternal consumer psychology, one is cheap, the other is convenient, which is the reason why the community store can develop. The convenience and service function of the community store is the enterprise should be utilized and strengthened, so that it is possible to cultivate made consumers and database marketing. For example, Shenzhen Neptune Star chain drugstore in its community stores in Shenzhen, there are 5,000 cardiovascular and cerebrovascular patients in the archives, at any time to carry out interactive database marketing.
Two, the third urban terminal business coverage model
For the third urban terminal, the development of the difficulty and focus is no longer the third rural terminal: "point of dispersion, distribution costs are high", the key problem is two one is the urban community consumer training; rather, it is the mode of the third terminal products into the choice, because the third terminal is still not possible. The key challenges are two: one is the cultivation of urban community consumers; and the other is the mode of product entry into the third terminal, because it is still impossible to distribute directly to the third terminal. At present, there are several modes of commercial logistics covering the third terminal in the city:
1, chain drugstore direct distribution mode
Chain drugstore subordinate, franchised, affiliated stores, can use the chain's own logistics to realize the logistics of drug distribution.
2, enterprise distribution mode
Pharmaceutical companies in order to expand sales, by their own sales staff directly or in the name of the pharmaceutical company to the community of the third terminal distribution of medicines, and in some cases, in order to open up the market, so that the third terminal on behalf of the sale of products.
3, independent purchase
Because of the de facto existence of a number of drug markets in the city, as well as the city is attached to the existence of a number of individual pharmaceutical agents, so that the free trade in pharmaceutical products market has always been to take and not outlawed. A portion of individual pharmacies are greedy for cheap, free choice of purchase channels, and even not fixed from a pharmaceutical company into the goods, if you can first take the goods and then pay, it is more so, because it can reduce the problem of insufficient working capital.
4, a number of companies to meet the coverage model
The third terminal of the product ordering, promotion will cover the model, in the city is also as popular. The difference is that more pharmaceutical companies use this model in the city, because everyone is in the same city, no need to go to the countryside, spending is not large, the general pharmaceutical companies can operate. Do the city's third terminal commercial companies, and even the city's third terminal is divided into OTC and out of the prescription drug conference marketing company, prescription drugs are also subdivided into specializing in the injection-based marketing of the third terminal of the professional companies.
This model is mainly through the commercial company to convene the majority of the third terminal customers to come to participate in the product ordering meeting, and order to realize the sales model.
Three, the three major contents of the urban third terminal marketing
1, the urban third terminal product information communication and services
Method 1, catalog marketing method
Many pharmaceutical companies covering the urban third terminal, drugstore chains will be repeated in 1-2 months to the same group of urban third terminal target customers to distribute promotional product catalogs or irregularly Compile and print beautiful internal newspapers and DM advertisements, free of charge to the target customers, one is to disseminate the corporate culture, and the other is to disseminate the information of their own business products. Like Guangzhou Indal, Liaoning Chengda Fangyuan, Chongqing Heping, Changsha Shuanghe, Shenzhen Youhe Pharmaceuticals, etc., all have their own "marketing catalog", are doing catalog marketing.
Catalog marketing is to save the target end-customer purchasing information search time, manufacturers can inform the product knowledge and promotional information in a timely manner.
Pharmaceutical companies, product promotions, ordering incentives, product knowledge, corporate image and other information can be published in these internal newspapers and magazines, the author believes that a better way to choose a good product, every issue throughout the year to publish catalog marketing information. This can be lower prices, commercial companies are also very welcome. For example, Shenzhen Golden Living Pharmaceutical Co., Ltd. and Guangzhou Indal company, the whole year in its internal directory "Indal" on the advertisement, only 5,000 yuan can be published in 12 issues of half-page ads, but also a complimentary issue.
It should also be noted that the catalog marketing products generally have to come with policies, with gifts. This persists for a period of time, the product can be recognized by the end customers and recommended to consumers through the city's third terminal customers.