Analysis:
1. Strategic transformation of the pharmaceutical industry
With the deepening of China's healthcare system reform, China's pharmaceutical industry is gradually stepping into the era of surplus economy, the pharmaceutical products are gradually transformed from the special protection of the commodity to the ordinary commodity, the price of drugs continue to decline, the pharmaceutical industry will enter the era of micro-profit. Especially after joining the WTO, China's pharmaceutical industry is facing unprecedented competitive pressure, the market survival of the fittest intensified, the homogenization of pharmaceutical products is serious, the profit margin is reduced, the pharmaceutical enterprises generally lack of scale advantage and cost advantage, pharmaceutical enterprises have to be in the marketing of innovation in order to maintain a competitive advantage in the context of the new era and the market environment, China's pharmaceutical enterprises were pushed up to the modern marketing boom! In the new era of background and market environment, Chinese pharmaceutical enterprises are pushed on the modern marketing stage, China's pharmaceutical market is brewing a huge and profound industrial adjustment and marketing change.
1.1 Challenges faced by pharmaceutical enterprises
1.1.1 The intensification of marketing superiority and inferiority
Since the late 1990s, China's pharmaceutical enterprises have undergone drastic changes, driven by market competition and policy factors. The original more than 6,000 industrial enterprises reduced to more than 4,900, with the GMP, GSP mandatory certification, is expected by the end of this year, only about 3,000 companies can continue to survive. The number of enterprises has been reduced, but the overall size of the enterprise has become larger, production capacity, technical level, as well as to adapt to the competition and the casting of the marketing ability to greatly enhance the
Marketing competition is not due to the reduction in the number of enterprises and weakened, but due to the power of the brand marketing and appears to be more fierce. Pharmaceutical sales are becoming more and more difficult, the new health insurance system also affects pharmaceutical sales to varying degrees, the new Drug Administration Law was promulgated and implemented, in advertising on advertising costs are limited to no more than 8% of sales and prescription drug ads to withdraw, while in prescription drugs, more and more hospitals prohibit pharmaceutical representatives to enter the department, the new Drug Administration Law to further limit the rebate sales. In this way, the marketing ability for pharmaceutical companies has become more important.
1.1.2 Serious homogenization of pharmaceutical products, service requirements are further enhanced
Pharmaceutical products in general, the extreme lack of truly excellent drugs, the industry is too much low-level repetition of generic products, with the same or similar functions of the pharmaceutical products are more and more, on the one hand, the customer to get a greater choice of products, while the pharmaceutical customer service requirements are increasingly high, the need to be targeted to provide health solutions, to meet the health of the customer. On the one hand, customers have more choices of products, and at the same time, they have higher requirements for pharmaceutical customer service, and need to provide targeted health solutions to meet health needs. On the other hand, the low-level marketing strategy of "order grid war" is prevalent, which seriously affects the establishment of pharmaceutical brands.
1.2 CRM helps pharmaceutical companies to improve their competitive advantage
Customer relationship management (CRM), with its powerful role, is increasingly being emphasized by pharmaceutical companies, and has become the weapon of choice for some pharmaceutical companies to build their core competitiveness and a platform for integrating corporate resources. China's pharmaceutical enterprises only implement advanced CRM concepts, in-depth grasp of the needs of the final consumer, control customers and channels, improve marketing and service means, in order to achieve sustained growth in business efficiency. The main performance in the following aspects.
1.2.1 Improve access capacity, expand market share
With the increasing competition in the market, the rapid development of the scale of pharmaceutical enterprises, product lines are rich, the enterprise's sales show regional personalization, including specific target hospitals, pharmaceutical companies, drugstores, supermarkets, shopping malls personalization and other trends, and the network of sales channels has become complex. Today, the products, prices and even advertising have been homogenized, access to the differentiation of competition will rightly become the focus of the force of each enterprise, so improve access to the ability to expand the market share has become a pharmaceutical enterprise **** the same choice.
1.2.2 In-depth marketing, control of the terminal
In terms of pharmaceutical sales, only the channel monopoly is far from enough, the terminal is the extension of the sales channel and the market front, but also the most centralized embodiment of the value of the channel, a huge number of channels established, how to ensure that to improve customer satisfaction, evidence of customer loyalty to the enterprise and other companies have become a key issue that urgently needs to be resolved, and so the terminal construction must be solid, solid, solid, solid, solid, solid, solid, solid, solid, solid, solid, solid, solid, solid, solid, solid, solid, solid and solid. Terminal construction must be solid, meticulous cultivation, and the current pharmaceutical companies on the management of access to customers, often only stays in the supply and payback, for the dealer's business flow is a lack of clear statistics, can not be done in a timely manner to communicate, thus delaying the market opportunity; difficult to do to the cross-regional branches of the unified management and rational allocation of resources; the end-user demand is not grasped, not only lack of sufficient initiative, but also difficult to achieve rapid response to demand.
The newest addition to the CMS is the newest addition to the CMS, the newest addition to the CMS, the newest addition to the CMS.
Through the CRM system of customer visit management to track the flow of products, flow and end market information collection, master the product's commercial channels, control of distribution management; master China's pharmaceutical sales market information and analyze and summarize a variety of information to accurately determine the positioning of the market and sales of each product positioning; the establishment and management of complex marketing activities, improve the effectiveness of marketing activities, in order to obtain potential customer base at the fastest speed; the establishment of the market and the management of complex marketing activities, improve the effectiveness of marketing activities, in order to obtain potential customer base at the fastest speed. To establish and manage complex marketing activities, improve the effectiveness of marketing activities, and acquire potential customer groups at the fastest speed; to establish competitors' information and competitors' product information, collect sales records of competing brands, and effectively adopt corresponding strategies; to optimize the flow of information between the marketing and sales departments. One-to-one marketing, enhance core competitiveness of the domestic pharmaceutical sales representatives in various industries is the application of the salesman "relationship" of the most a group of CRM system can be integrated with the pharmaceutical company from different channels, different regions to collect all the customer-related information, which will enable the pharmaceutical sales representatives to target the creation of a more accurate customer profile, timely understanding of the customer's current and past information records, so that customer visits become more effective, and at the same time, the sales and sales representatives to create more accurate customer profiles. This will enable sales and marketing staff to form a consistent assessment of the customer relationship, product, sales and marketing, so as to better recognize the value of customers and implement one-to-one marketing.
2. CRM system planning for the pharmaceutical industry
2.1 Integration of customer resources
CRM in the customer is relatively broad, referring to the enterprise to provide *** products and services to all objects. If the flow of product sales from the form of view, CRM in the customer contains, the product from the enterprise production to the final consumer through all the links, the pharmaceutical industry customers include: hospitals (doctors), sales companies (sales representatives), drugstores (clerks) and final consumers (patients) and so on.
In the CRM system to establish the enterprise integrated consistent customer database, personalized management, with these basic data, you can comprehensively assess the value of the customer, in the arrangement of the market investment is also targeted; at the same time, in order to be as close as possible to the end-user, the need for enterprises to deploy specialized manpower to collect end-user information, with the help of call centers, questionnaires, phone calls, promotional feedback and other ways. The CRM can be used to integrate and analyze the relevant information, so that the data can be extracted for market decision-making and provide help for the business.
For the main circulation area of non-prescription drugs, pharmacies and drug wholesalers are managed as customers, including statistics on customers in the target market, including the strength of the customer (how much business area, how big the staff size), the customer's purchasing amount and frequency, and how big their radiation area and capacity.
2.2 Pharmaceutical industry customer segmentation
Pharmaceutical industry customers mainly include pharmaceutical companies (channels), pharmacies (terminals), hospitals and consumers (patients), etc., and its main information contains the following:
Pharmaceutical companies (channels): name, address, zip code, phone, fax, registered capital, scope of business, supervisors, branches, local rankings, GSP certification, opening bank, local rankings, GSP certification, GSP certification, GSP certification.
Pharmacy (terminal): name, address, postal code, telephone, fax, number of employees, business area, business hours, types of drugs, account bank, account account number, into the drug process, counter name, become a customer of the time, into the cycle of drugs, according to the classification of the average monthly sales of pharmaceuticals, pharmacy according to the classification of pharmaceuticals, the average monthly sales of pharmacy, pharmacy counters of drugs accounted for the proportion of the enterprise, repayment The rate of timely repayment.
The shopkeeper: name, place of origin, gender, date of birth, marital status, education level, graduate school, position, department, contact phone number, address, work experience, e-mail, social ***, hobbies, title, the best time to contact.
Hospital: name, address, postal code, level, telephone, fax number, number of doctors, number of beds, bank account, account account account, home page, form of ownership, number of chief physicians, number of deputy chief physicians, number of doctors in training; dynamic information: outpatient clinic volume, outpatient clinic volume of each department, the amount of prescriptions according to the classification of drugs, the average utilization rate of the beds, the annual amount of drugs purchased, the amount of annual purchase of drugs The information on dynamic information: outpatient volume, outpatient volume of each department, prescription volume by drug, average utilization rate of beds, annual purchase volume of drugs, annual purchase amount of drugs, types of drugs purchased, channels for purchasing drugs, payment methods for paying for drugs, procurement cycle of drugs, pharmacy committee, medical device committee.
Doctors: gender, date of birth, marital status, education level, graduation school, place of origin, contact number, address, spouse's name, e-mail, position, department, title, academic characteristics, social ***, personality, work experience, hobbies and interests, the best time to call, the average number of outpatient visits per month, the amount of drugs prescribed by the enterprise, the proportion of prescriptions for drugs in this enterprise, the average number of days of consultation per month. days.
Consumers: customer name, gender, birthday, customer type, customer source, whether retired, position, occupation, health status, economic status, whether public medical care, home address, home phone, zip code, work unit, unit phone, the main contact information, the best time to communicate, hobbies, city, region, what kind of medication to take; dynamic information: health monitoring records, healthy Life Behavior.
2.3 Sales model of the pharmaceutical industry
There are many types of enterprises in the pharmaceutical industry, which can be roughly divided into: pharmaceutical manufacturing enterprises, pharmaceutical and health care products and consumer goods manufacturers, medical equipment manufacturers, pharmaceutical commercial enterprises, medical institutions, and so on. Each type of enterprise in the business model has its own characteristics, in the sales model is not the same.
2.3.1 New specialty drugs, medical devices:
Pharmaceutical representatives for hospital promotion and physician education, there are commercial companies to cooperate with sales .
The sales process is relatively long .
Concerned about the market share and growth, key hospital customers in the share of key promotional products to complete the target .
Hospitals, doctors as the center.
2.3.2 General Pharmaceutical
Commissioned other pharmaceutical companies to carry out terminal operations, the pursuit of profits and benefits .
Short sales process.
Concerned about the overall sales volume, overall costs, profit per customer per transaction, etc. .
Partner-centered.
2.3.3 OTC& health products
Channel distribution entrusted to other pharmaceutical companies to carry out terminal operations, the pursuit of profits and benefits .
Promotion through marketing means, segmentation of consumer behavior, to find out their target consumer groups.
Consumer-centric.
3. CRM system business blueprint for the pharmaceutical industry
3.1 Unification of customer resources
Customers are important assets of the company, most of the current pharmaceutical companies do not have a unified database to manage customer information, customer resources are scattered in the hands of the various sales staff, through the CRM system will be the centralized and unified management of customer assets to solve the problem of the possession of sales staff of key The CRM system will centralize and unify the management of customer assets, solving the problem of sales staff possessing key customer information and avoiding the loss of customer resources caused by sales staff leaving the company.
Through the CRM system for the enterprise marketing, sales and service links of the relevant personnel, to provide a 360-degree all-round customer full view, to understand the customer's contribution to the enterprise, the formation of a consistent assessment of the customer's analysis, and better for the marketing, sales, and service links of the service.
Through the customer value analysis, to identify the company's golden customers, the enterprise's limited resources focused on the key development of the customer, so that the company to provide more personalized service, enhance customer satisfaction and loyalty.
Sales, service, marketing staff **** enjoy customer information, reduce information breakpoints, customer contact departments effectively collaborate with each other to avoid customer service problems can not find the responsible person. Drug flow clarity according to the customer's region, products, customer industry and other information, the division of the salesman's daily business scope.
Manage and standardize the daily visiting behavior of salespersons, collect market information through daily visits, monitor the flow of medicines through all levels after leaving the factory, the flow, the discount rate, including timely grasp of the system at all levels of the sales inventory of distributors, while the management personnel can conveniently supervise the performance of the salespersons through the system to provide referable standards for evaluating the sales performance of the salespersons.
Tracking of the first level of distributor purchases and returns, accounting for all levels of distributors and different categories of retailers in the purchase and sale of goods, timely and accurate understanding of the product sales situation.
Timely grasp of competitors' market intelligence, grasp the market of various information and analysis and summary, accurately determine the market positioning of each product and sales positioning; sales process standardization of new and special drugs model for pharmaceutical representatives to promote hospitals and doctors education, its sales process is relatively long, the sale of large medical devices, the sales process is also relatively long. For the long sales process, according to different products divided into different sales stages, for different sales stages to specify different tasks, in the specific sales process to check the implementation of these tasks, so that you can standardize the sales process.
Salespeople can quickly improve their sales capabilities and success rate with the help of a standardized sales process and a powerful sales knowledge base.
Integrating all sales leads at the company level provides salespeople with a large amount of information such as customer leads, market intelligence, and powerful sales forecasting tools and schedule management tools to help salespeople carry out their daily work, improve work efficiency, and effectively solve the phenomenon of robbing orders in the sales process.
By setting up the sales approval process, you can effectively monitor the sales price.
3.4 Accurate Sales Forecasting
The company's annual sales targets are formulated and can be allocated to regions, districts and sales representatives, and sales targets can be allocated according to varieties and distributors.
Can manage and dealers signed an annual distribution agreement, specify the varieties of sales and pricing policy.
Accounting for the sales performance of regions, districts, sales representatives and distributors at any time.
All levels of sales managers, sales representatives through the timely grasp of the flow of drugs to achieve accurate sales forecasts.
It is possible to set the speed of sales of drugs for dealers, and to remind them of the expiration date automatically, while effectively preventing the tampering of goods. Market activity refinement of the annual pharmaceutical enterprise market promotional activities are many, roughly: television media advertising, print media advertising, delivery advertising promotions, joint clinic promotions, expert seminars or lectures on promotions, drug promotions, expert clinics and other forms of market activities to spend a lot of money, so the market activity of the refinement of the management of the market can effectively control the unnecessary investment in market activities and can enhance the targeting of promotional activities, reducing the cost of the market. The targeting of promotional activities, reducing the amount of money spent on marketing expenditures.
Through CRM to establish and manage complex marketing activities, unified management of marketing, the whole process of monitoring the marketing activities plan, budget, implementation and evaluation of the process of tracking and performance analysis of marketing activities, to improve the effectiveness of marketing activities, and the fastest possible access to the potential customer base;
to ensure that subordinate organizations, distributors, agents to timely understanding of the enterprise's current marketing policies
Ensure that subordinate organizations, distributors and agents are aware of the current marketing policies, publicity priorities and carry out standardized marketing activities to ensure the unity, standardization, timeliness and effectiveness of brand publicity activities.
Establish competitor information and competitor product information, collect sales records of competing brands, and adopt corresponding effective strategies to outperform competitors.
3.6 Workflow Automation
Automatic reminders for event scheduling.
Automated flow of business document approvals.
Sales manager can give down the daily visit activity schedule of sales representatives.
Automatic reminder of the flow of handling customer complaints or service requests.
Automatic generation of customer care activities.
Automatic reminders for customer sales.
3.7 Scientific decision support
Timely and comprehensive understanding of the flow of drugs in the market chain to avoid large-scale crosstalk.
Comprehensive and timely analysis of the sales situation in the target market.
Understand and evaluate the effectiveness of marketing activities in a timely manner and decide whether to continue the marketing activities or not.
Identify company value customers through the customer value pyramid.
Analyze from different latitudes, such as customers, products, departments, regions, and so on, in an all-round and multi-dimensional way.
3.8 Business Functions
Customer management, including intermediate and end customers, customers have a hierarchical relationship, which can form a distribution channel network;
Customer contact management, management of daily customer contact activities, including salesman visits to the distribution channel to understand the purchase, sale and inventory of the product in the channel, as well as the placement of the product and the promotional situation;
Customer Value
Customer value management, through the customer value assessment, to find out the most potential to become a major customer customers, focusing on resources to enhance their value;
Customer life cycle management, through the life cycle of the promotion of the potential value of the customer into a real value of the customer;
Customer rebate management, the use of customer commissions, management of rebates to the customer;
Annual sales plan management, you can Annual sales plan management, you can develop annual sales plan targets, and sales plan targets can be broken down into departmental staff, you can also further break down the indicators to the product and distributor;
Annual distribution contract management, you can sign an annual distribution contract with the distributor, the provisions of the distribution pricing policy;
Order management, you can set up the first level of distributors, the second level of distributors orders, orders, to understand the distribution of the product
Order management, you can establish the first-level distributors, second-level distributors orders, through the orders, to understand the distribution of the flow of products, and to analyze;
Price management, you can flexibly establish different price strategies, each price strategy can be specified in the sales price of the product as well as the quantity of the discount policy;
Market activity management, management of marketing activities and monitoring of marketing costs;
Monitoring of the sales process, effective monitoring of the sales process through the sales funnel and sales forecasting, timely detection of sales problems, to maintain the sales of the company.
Pre-sales project management, starting from the lead to the confirmation of business opportunities, into the promotion and tracking of business opportunities, through the proposal and quotation, and finally the formation of the contract;
Sales contract management, including contract drafting, approval, signing, execution and closure, etc.
Mid-sales project management, including contract phased execution management, including contract phased execution management, contract phased execution management, contract phased execution management, contract phased execution management, contract phased execution management, contract phased execution management, contract phased execution management, contract phased execution management, contract phased execution management, and contract phased execution management. Including the management of the phased implementation of the contract, the management of receivables and actual receipts, shipment management;
Commodity management, after the completion of the contract, the formation of after-sales service commodities, including the warranty mode and warranty period of the commodity;
Service contract management, the management of the service requirements for the use of goods by the customer as well as the service period;
Service request management, the management of the service request or complaint, including service requests and complaints from customers. request or complaint, including the assignment, processing, pending, escalation and closure of the service request;
Medical Instrument Repair, managing the repair and warranty of medical instruments in the course of service, including the replacement of spare parts and repair charges;
Knowledge Base Management, managing the defects of the products and the solutions for the defects;
Expense Management, managing the expenses incurred in the daily activities of the company, including the application, reimbursement and approval of the expenses.
Expense management, management of expenses incurred in the company's daily activities, including the application, reimbursement and approval of expenses;
Competitor management, management of competitors, as well as their products and marketing activities, etc.
4.Product Features
4.1 Powerful Functionality
Comprehensive and Holistic Solution: Tightly integrated with the ERP, it provides a comprehensive solution for marketing, sales and service.
Flexible customization capabilities: business object customization; adapt to process reorganization, can adapt to business changes, institutional changes, customer changes and other process changes caused by.
Group authority system: in line with the requirements of the organization's hierarchical authority system and job division of labor and a series of authority for teamwork.
Powerful messaging mechanism: information intelligent push, information to find people, automatic EMAIL, cell phone text message reminders.
Collaborative work platform: information **** enjoy, automatic flow of business processes, enhance work efficiency.
Platform, internationalization: J2EE, B / S technology architecture, to provide Chinese Simplified, Traditional, English interface dynamic switching, multiple databases, multi-operating system support system configuration capabilities
Powerful business customization architecture, to ensure that the system quickly and flexibly configured, including the content of the business object customization, customization of the performance of the business, customization of business processes, customization of business rules, business reports customization and other powerful Customization, business report customization and other powerful customization features to ensure that the software has enough adaptive and scalability to meet the software in different enterprises personalized needs and adapt to the changing and developing business needs, along with the growth of the enterprise.
4.2.1 Business object content customization
Business object content customization, the function can be provided by the system of the standard business objects, such as customers, activities, etc. according to the actual business needs of the enterprise to increase the number of fields is not limited to the number of fields, the type of fields can be numbers, characters, time, data dictionary.
4.2.2 Business Performance Customization
User interface customization defines how the interface is displayed, including the fields displayed in the interface, the content of the field labels, the color, whether they are required, whether they are read-only, etc.
The user interface is customized to include the fields displayed in the interface, the content of the field labels, the color, and whether they are required or read-only.
Menu display customization, the system administrator can define the company-level display menu, each user can also define their own operation menu.
System display content customization, all the content displayed in the system, including menus, buttons, prompts dialog box content can be customized according to user preferences.
4.2.3 Business Process Customization
Business process customization can be based on the user's actual business needs to define the approval process, the approval of the object, including the approval process of the leads, quotations, contracts, orders, expense claims, reimbursement, tasks, marketing campaigns, marketing plans.
4.2.4 Business rule customization
Business rule customization includes number customization, which allows users to define the rules for generating the number of business objects, so that the system can generate a meaningful number that meets the user's habits in accordance with the rules; in addition to the rules for reminding the business messages (emails, SMS).
4.2.5 Business Report Customization
Business Printing Document Customization, you can define the print document display content and display format, by defining the print document format template, the system calls the document template to form the system to print the document, through the output of HTML or EXCEL to print the single bureau.
Business report customization, you can define the query analysis reports by department, employee and time period.