In the fierce competition, pharmaceutical companies want to occupy the market and obtain sustainable development, it is necessary to pay attention to product marketing model innovation, through the Internet, and constantly innovate and implement the marketing model, the realization of big data marketing, and both "break the tradition" and "wisdom of the future! "is the key to the survival and development of modern pharmaceutical enterprises.
Big Data is not a "bloom"
With the frequent introduction of pharmaceutical industry policies in recent years, the market environment has changed dramatically. On the one hand, the pharmaceutical industry "Twelfth Five-Year Plan", "medical device science and technology industry" Twelfth Five-Year Plan "special plan" and "national drug safety" Twelfth Five-Year Plan, Drug price liberalization and a series of plans announced, driven by the entire pharmaceutical industry development opportunities. At the same time, the Ministry of Commerce and the Ministry of Industry and Information Technology put forward to support and encourage pharmaceutical enterprises to become bigger and stronger policies also make the industry is facing excellent opportunities for resource integration, the industry believes that the next decade will be China's pharmaceutical industry's "golden period". However, on the other hand, the aftermath of anti-commercial bribery continues, the bidding of basic drugs still take "only the low price is taken" or the second bargaining, "the new Advertising Law" and other policies introduced, so that the pharmaceutical enterprises originally used a variety of marketing model is difficult to show their fists.
"The new health care reform policies, changes in the pharmaceutical marketing model does play a decisive role in promoting the drug companies are mostly helpless and passive to adapt to changes in policy. However, at present, various marketing models almost all have their own space for survival and development, such as hospital drug ratio gave birth to the DTP (DTC) model; bidding gave birth to the operation of the base drug model; bidding fell gave birth to the transformation of prescription drugs OTC model; new medicine and e-commerce to support the generation of the overhead model; a variety of price-cutting model gave birth to the compression of the agency model; encouragement of private capital to run the medical treatment gave birth to the model of specializing in private hospitals Pharmaceutical chain listing and tax control system so that a single store can not survive, chain concentration to enhance the resulting birth of the KA mode of operation of pharmaceutical enterprises. Derived from such a variety of marketing models are policy relics, because in front of the policy, pharmaceutical enterprises complaining about waiting is useless, can only be 'where there is a choice, the survival of the fittest'." Kangmei Pharmaceutical Co., Ltd. OTC Division General Manager Li Congxuan explained.
In fact, even if the policy frequently affects the layout of the pharmaceutical enterprises in the market, but with the advent of the "Internet" era, more and more pharmaceutical enterprises began to rely on pharmaceutical big data to seek innovation in the marketing model. For the emergence of this big data marketing model, Li from the election that its development prospects are not "blossoming". Because big data marketing is based on a large amount of data from multiple platforms, relying on the basis of big data technology, applied to the Internet advertising industry marketing. Big data marketing is derived from the Internet industry and works in the Internet industry. Relying on the multi-platform big data collection, and the analysis and prediction ability of big data technology, it can make the advertisement more accurate and effective, and bring higher ROI to brand enterprises. The core of big data marketing lies in making online advertisements cast to the right people at the right time, through the right carrier, and in the right way. From the current actual situation, big data to really serve in the marketing of pharmaceutical enterprises, there is still a long way to go, so the need for pharmaceutical enterprises not to hope on the basis of big data, active research, utilization, try.
However, in response to big data marketing, there is a view that "not all pharmaceutical enterprises are suitable". Under the influence of big data, in the face of the existence of real problems, pharmaceutical enterprises in the design of big data marketing model, the industry has also repeatedly put forward the pharmaceutical enterprises must be considered from the following four aspects: First, the enterprises that cut into the delivery of the APP; second, the DTP (direct-to-patient sales of high-value medicines) mode carried out; third, the sale of products with the help of health management mode; fourth, the OTO mode of chronic disease management. The remaining drug companies, that is, the big data as a kind of electronic service consumers efficient and effective tools only.
For the big data marketing model, some industry insiders pointed out that "its only suitable for static disease areas of monitoring, such as chronic disease pharmaceutical companies." In this regard, Li from the election very much agree. "I think it is really a variety of chronic diseases and major diseases are mainly necessary to intervene in big data to provide a series of tracking services. Episodic one-off diseases, minor diseases, do not need big data management."
The fact is also true, such as as the exclusive blood pressure-lowering Miao drug producer - Guizhou Yuanhe Pharmaceuticals to create a new marketing model is to combine the big health industry and big data, the establishment of big data network marketing management platform. Last November, Guizhou source and started the construction of network marketing database, now, big data marketing management platform initial molding. Guizhou source and pharmaceutical development of big data management platform, subverted the traditional marketing model, will be integrated management of patients, comprehensive entry of basic patient information, the establishment of health management files, expert team according to the information of each patient to carry out a comprehensive analysis, and finally issued a personalized treatment plan, to provide patients with prevention, treatment, rehabilitation physiotherapy and other comprehensive services.
"What we want to do is not just to produce drugs, but to do a series of projects such as health lectures, prediction, treatment and rehabilitation. And through occasional health lectures, build a bridge of communication between patients and doctors to bring them closer to each other, so that patients understand their own situation better, and use data marketing to win the praise of patients." Talking about data management, said Zou Wenjiang, general manager of Guizhou Source and Co.
Management needs to be combined with regional characteristics
In the increasingly competitive pharmaceutical market environment, China's pharmaceutical marketing model of various types. The big data marketing model as one of the representatives of the "Internet", its innovation of the marketing model of pharmaceutical enterprises has also brought about an impact.
"Can't talk about the 'Internet ', I think it's called " Internet " is more appropriate, is nothing more than proactive network, e-commerce, a variety of technical means used in the traditional various marketing management activities to Improve efficiency and effectiveness." Li from the election, said.
Additionally, he further said, in the face of different regions, pharmaceutical companies tend to adopt different marketing models. Therefore, pharmaceutical companies should combine the regional characteristics, the use of big data to plough the regional market: first, the establishment of consumer database, research consumer demand, development, upgrade consumer needs of the product, the establishment of consumer fan circle, direct interaction with consumers and sales of products; second, the status of the project and the chain of pharmacies combined, the use of chain terminal members of the big data to do with the patient's education and services, to promote the sale of products. At the same time can also provide wearable mobile terminal equipment to collect consumer big data, network (PC and mobile terminal) to provide consulting services, to achieve the ultimate consumer reliance, so as to sell products.
In addition, there are also experts who suggest that "even if the drug companies choose the big data marketing model, but its management is also extremely important." In response to the point of view, Zou Wenjiang believes that good varieties, good marketing model, the need for a good marketing team to implement the landing. Big data marketing system is established, the need for pharmaceutical companies with optimized system processes, professional management tools and after a number of training and proficiency in the use of this set of processes and tools for people or teams. The idea is not unified, inconsistent ideas, process complexity, poor team execution is the main factor affecting the marketing model of pharmaceutical enterprises landing. Therefore, data optimization process, things are simple, improve the effectiveness of the work of the staff is particularly important.
And Li from the election also believes that in the management of big data marketing model, the relevant pharmaceutical companies should be vigilant about how to collect to the big data is a difficult problem to be overcome; service collection of consumer big data without leakage is also difficult; the use of the collection of big data to serve the patient does not cause resentment and other difficulties.
At the same time, the relevant experts also also also reminded that the pharmaceutical enterprises in the big data marketing model change should be fine-tuned and improved according to the policy changes, and can not be completely subverted, because the marketing model adjustment is a matter of enterprise development strategy, the need for caution. And the relevant departments in the development of policy, should be more in the details of the policy to protect the varieties of high technological content; to protect the price of low but good efficacy varieties; to protect the large and well-known pharmaceutical enterprises, try to avoid the quality of the low- level of market competition. At the same time, the government support to encourage the use of big data pharmaceutical enterprises, to give the policy loose environment and financing loose environment is crucial.