OTC market
The choice of this channel is critical to do a good job in two areas:
First, choose a good dealer. Usually a region can choose one or two dealers, more easily cause vicious competition between dealers, resulting in price confusion.
Second, the daily promotion.
1. seize the key pharmacies; 2. standardize the daily visit process; 3. regular promotional activities.
In the development of market outlets, the maintenance process, we must review their own products, according to their own products, corporate manpower, material resources to establish the size of the market, do not be greedy, lose sight of the other.
Advantages: 1. Select the channel are some popular varieties, in addition to OTC products, there are some new varieties of borrowed hype listing, through the coverage and advertising to pull Kushi into the sales; 2. Sales outlets diversified, mainly with the first contact with consumers, easy to buy, but also the establishment of counters, stores, and other forms of establishment of the consumer information base; 3. Easy to advertise the substantial publicity, the amount of relatively Easy.
Market extension and development: to create high-quality terminals, the establishment of a strong terminal alliance, sinking to the second and third markets.
The so-called specialty marketing is to use a platform such as specialty to sell drugs. Specialty marketing is different from the conventional clinical sales form, in fact, is between clinical sales and OTC sales between a form of sales.
Channel characteristics: 1. Select a good cooperative hospital, determine the department, hire "experts", external unified hospital outpatient department in the name of the name of the medical clinic; 2. In order to attract patients to come to the clinic, specialties generally have to put ads, mainly in the form of medical advertising in the form of the local newspaper, television, radio and other media releases , which do not involve medicines. In addition to the publicity can also be with radio lectures and other forms to enhance the specialty's visibility and grade, as a way to recruit patients to the clinic.
Service marketing
Service marketing is also called database marketing or club marketing, such as conference marketing, store marketing, direct marketing, etc. belong to this category, a variety of ways to collect consumer information, after analysis, after organizing the establishment of a database, and then screen out the need for the target consumers, the use of personalized services in the form of a variety of different promotional tools, targeted sales of a marketing model. The marketing model is a kind of targeted sales.
Advantages: 1. Through the "personalized" contact with the target customers to establish a long-term relationship, through continuous contact and communication, deepen the target customer's understanding of the product and the company, and then improve confidence, increase the product purchase rate and loyalty; 2. Due to the limited number of people taught to the efficacy of the product and the application of differentiated needs; 3. There is a need for differentiation; 3. It is easy to establish the details of a single group of people, which is conducive to the later consumption of the product group.