First of all, it is particularly important for pharmaceutical companies entering the third terminal of OTC to control the price, not to mess with the price, not to mess with the retail price and the external price. First of all, the salesmen are geographically dispersed and difficult to manage. In addition to expanding customers, salesmen everywhere have to maintain prices, which greatly increases the management cost of pharmaceutical companies. Control price is divided into control delivery price and retail price. The distribution price is mainly managed by provincial and prefecture-level agents, and the retail price is mainly to maintain profits and ensure the profits of pharmaceutical companies and terminal pharmacies, especially the advertising varieties such as sunflower and correction.
Secondly, regional control, drugs are very regional, mainly limited by drug distribution. Drugs are special commodities, which are supervised by local drug supervision departments and have strict distribution standards, such as injections and refrigeration. For example, in winter, the identity of the north needs room temperature. Regional control is mainly reflected in the channel control in the region, such as regional hierarchical agents, provincial agents, secondary agents, local agents, county agents and so on. In the early stage, with the help of commercial companies, pharmaceutical companies quickly settled the market and implemented hierarchical agents. As long as provincial agents were well managed, only one or two were in each province, and the rest cities and counties were handed over to provincial agents for control. Pharmaceutical companies only need to track the agents in these two provinces regularly, so that the flow can be clear and the supervision can be controlled. And according to the different situation of each region, flexible control, protect the profits of pharmaceutical companies, agents at all levels and terminals.
Third, channel control, what is a channel? Pharmaceutical companies have slightly different definitions of channels, mainly depending on the groups of end customers. At present, the drug control network is defined according to its nature, including commercial companies, out-of-hospital pharmacies, clinics, hospitals, pharmacies, chains, etc., and can also be used as a new circulation channel according to designated channels or groups.
Finally, terminal management and control, OTC terminal pharmacy, showing the characteristics of dispersion, different levels and instability. This is a market that most pharmaceutical companies cannot reach. Now, under the oppression of large chain stores, individual pharmacies are struggling, showing a trend of holding groups, and gradually transforming into chain stores and clinic pharmacies. Sunflowers and corrections can control marketing, mainly because they have strong advertising effects. Only by cooperating with the ground salesmen to do marketing activities can we master the hands of the terminal, and most pharmaceutical companies rely on existing commercial channels to do market precipitation. Terminal control is reflected in the price and regional exclusivity of products, and product control and marketing are also the choice of terminal pharmacies. Pharmacy owners like products with marketing policies, good service and strong exclusivity to ensure the profits of pharmacies.
The above four points are controlled by the system. Pre-sale control is realized in the system, and offline sales channels cooperate with pharmaceutical companies, combined with salesmen and platform partners. According to the control of channels, regions, prices and terminals, the market is conquered by stages, forming a sustainable and benign three-way win-win market structure.