The next five years, pharmaceutical companies new marketing how to do to succeed?

The next five years, the pharmaceutical market business structure will undergo major changes, the state for the pharmaceutical business structure of the subversive governance and the pharmaceutical business order of the heavy blow, will make many pharmaceutical companies original marketing organization competitive efficiency rapidly decline. At this time, pharmaceutical companies need to reform and adjust the existing marketing organization to adapt to the new situation of the changing needs, otherwise the old horse-drawn old car, in the new road will be very difficult. Pharmaceutical companies new marketing organization, the core is to build a systematic organizational form, so that, even if people come and go, the power of the system will make the pharmaceutical company's marketing has the possibility of sustainability. The premise of the new period of pharmaceutical marketing in the new period, the pharmaceutical enterprise marketing system is to be able to adapt to the provinces related to the pharmaceutical industry's various policies, to ensure the safety, and can ultimately realize the marketing performance. The three prerequisite elements of the marketing system in the new period: safety, compliance and efficiency. Safety: it is to ensure that the marketing system is not affected by some problems such as commercial bribery, to ensure that the marketing organization can operate safely in the region, and at the same time, to ensure the safety of marketing personnel. Nowadays, the state's crackdown on commercial bribery in medicine purchasing and marketing is getting stronger and stronger, and once an incident occurs because of commercial bribery being detected, it may drag down the operation of the whole marketing system in the region. Case: Inner Mongolia Autonomous Region Pharmaceutical Procurement Network forwarded the Inner Mongolia Autonomous Region Health Planning Commission "on the inclusion of Jiangsu Enhua and Run Pharmaceutical Co., Ltd. in the Inner Mongolia Autonomous Region Pharmaceutical Purchase and Sales in the field of commercial bribery of bad record notice", will Jiangsu Enhua and Run Pharmaceutical Co. market for two years. Inner Mongolia Autonomous Region Pharmaceutical Procurement Network announcement that Enhua and Run staff Wang Yong in order to seek improper interests, the drug rebates in cash to the sixth hospital in Baotou City, six medical staff *** totaling 241,600 yuan. Jiangsu Enhua commercial bribery incident actually occurred in 2014, and according to the "Inner Mongolia Autonomous Region pharmaceutical purchase and sale of commercial bribery in the field of bad record implementation measures" relevant provisions of the Enhua and Run included in the Inner Mongolia Autonomous Region pharmaceutical purchase and sale of commercial bribery in the field of bad record, the autonomous region within the territory of the public health care institutions or to receive financial funds of the health care institutions in the bad record list is published in two years shall not purchase the company's drugs The company's medicines, medical equipment and medical consumables within two years after the publication of the bad record list. At the same time, since the date of publication, the cancellation of its participation in the Inner Mongolia Autonomous Region Medical Procurement Network in the centralized procurement of drugs and medical supplies distribution qualifications. Pharmaceutical commercial bribery things in the country's existing health care system, the short term is very difficult to put an end to, which requires some rely on commercial bribery to complete the marketing of pharmaceutical companies, in some cases, rather than not to do some of the tightening of the regulation of the marketing performance, but also to ensure that the safety, or else, involved in the individual and the company will be implicated. Compliance: that is, marketing behavior in the region to be as compliant as possible, while trying to avoid the generation of gold sales behavior occurs. Now many pharmaceutical companies because of long-term sales on behalf of the gold, the market function of the metamorphosis of serious, even if many medical and pharmaceutical graduates of marketing personnel have basically do not know how the market works. Case: I serve a clinical drug-based larger pharmaceutical companies, the annual marketing amount of more than 10 billion, however, the marketing department personnel a **** only 8 people, including the marketing manager. This pharmaceutical company's marketing department's main job is not to do professional academic planning program, but to do package design, materials, bidding support and some other work. And its clinical marketing team, but also basically do not go to do what professional department will be, but the main sales in lieu of gold, to complete the sales performance, even if occasionally do a department meeting, but also simply talk about the situation of the enterprise and the product, and there is nothing worthwhile for the doctors to deliberately study the content, after that is to send something, treats. Now, this pharmaceutical company wants to marketing transformation, reduce the behavior of sales on behalf of the gold, but, in the annual meeting, people have basically confused how to do marketing work, and even worse, even what is the market level of work is not clear. Therefore, expect such a marketing team to do market work, simply impossible, the only thing, only to continue with a fluke, continue to sell gold, because really can not figure out what is the market function, how to do market work. Therefore, this pharmaceutical company wants to run in the pharmaceutical marketing compliance, basically very difficult, I suggest that the boss, if possible, rather than the next year to reduce the marketing target, but also as far as possible to gradually reduce the behavior of sales on behalf of the gold, otherwise, once the incident was detected, it may affect the overall operation of the enterprise to set up the survival of the enterprise. Efficient: that is, even in the country such as the two-ticket system, Document 94, the Sanming model and other policies implemented nationwide, as well as anti-commercial bribery high-pressure, may also complete the marketing target, or even, can seize the opportunity to obtain a larger performance growth. Undeniably, with China's aging process and the increase in the number of sick people, China's pharmaceutical market is rigid, this rigidity leads to the total amount of medicine in the case of rational use of drugs, will continue to grow. In the case of continued growth in the total market, pharmaceutical companies marketing will not shrink widely, or will rise, which will appear in the next year, some pharmaceutical companies marketing posture is generally positive, some pharmaceutical companies because of the marketing organization adjustment is not timely; because of the slow response of the marketing system to the market; because of the reasons for commercial bribery is punished, and other factors lead to a decline in marketing performance. Maintain the efficiency of the marketing organization, in order to be invincible in the new pharmaceutical market environment. The new marketing organization should take the following points as the construction principle, in order to maintain safety, compliance and high efficiency.1. Strengthen the medical and marketing functionsMedicine and marketing functions are the fundamentals of the future marketing victory in China's market, and now, many pharmaceutical companies, including those with self-employed teams, have extremely weakened medical and marketing functions, and they are incapable of supporting the marketing transformation.2. Strengthen coping strategies in different marketsMany pharmaceutical companies have either a national system or a national system, applying the same marketing strategy. Or the whole country a chess game, applying the same marketing policy, or do nothing, let the market develop naturally, these are mainly agency model-based pharmaceutical companies. A national chess or let the market development of the practice will make it difficult to have efficient marketing, more likely to be regional marketing shrinkage. Different markets, according to local conditions, to enhance the provincial marketing team's government affairs capabilities, academic capabilities, marketing capabilities outside the hospital, grass-roots market docking capabilities, etc., are necessary, but also need to be adapted to local conditions. 3. Strengthening of the commercial function of the implementation of the two-ticket system, so that the original commercial structure of many pharmaceutical companies appeared to be a major disruption, many of the provincial agents have been unrealistic, in name only, and if the provincial agents or distributors as the main body of the market operation, pharmaceutical companies will not have the opportunity to take advantage of the market, but will have the opportunity to take the opportunity to take the lead. Dealers as the main body of the market operation, the pharmaceutical company's marketing will be greatly impacted. This requires pharmaceutical companies to reposition the business function, looking for the ability to do hospitals, pharmacies, clinics and other terminal pure sales business to establish cooperative relationships, if you still rely on which the provincial agent, the role is not only not very big, there will be problems. 4. Strengthening of compliance Many pharmaceutical companies marketing senior, or pharmaceutical companies decision-making, is still in the wait-and-see or fluke stage, that the country's anti-commercial bribery of the high pressure will not last too long, like a high pressure, but also the state's anti-commercial bribery. High pressure will not last too long, like in 2006, lasted less than half a year, on the ground, now it seems that the country is really determined to thoroughly punish commercial bribery in the field of pharmaceutical purchasing and marketing. Therefore, the real strengthening of compliance, enhance the market level work to avoid sales in lieu of gold is the next year's top priority. But unfortunately, many pharmaceutical companies in the annual meeting, or one-sided emphasis on marketing performance, the compliance marketing is not mentioned or pass by. This practice is irresponsible for the marketing staff, but also for the development of the enterprise is not responsible. Compliance marketing, the early establishment of non-agent sales marketing posture, is the root of the development of pharmaceutical companies. 5. Strengthen the integration of resources and cooperation capabilities now the pharmaceutical market, relying solely on its own team to form a good marketing performance, the difficulty is greater, especially under the premise of the general market function of the pharmaceutical companies weakened. Many of the country's policies will lead to a variety of marketing resources within the pharmaceutical industry fragmentation, fragmentation, which requires the provincial or national level to strengthen the integration of marketing resources. For example, the market, academic function, if it is difficult to establish in the short term, and the domestic such as mescaline and other professional organizations, and for example, bidding matters, looking for provinces have government resources bidding proficient people, engaged in bidding, and, into the hospital work, you can integrate the natural person's hospital relationship resources. Pharmaceutical companies many professional ability because of years of sales on behalf of gold is weak, or did not pay attention to the short term is difficult to develop, which requires the person in charge of the provinces as well as marketing executives are able to integrate a variety of resources for the pharmaceutical company's marketing services. 6. marketing organization to be flattened and streamlined a lot of self-employed team of pharmaceutical companies, the marketing organization is very complex, the management level is very deep, which leads to the distortion of the transmission of information distortion A lot of market information can not be timely feedback, resulting in marketing inefficiency. The future of the pharmaceutical enterprise marketing organization, must be flattened. In general, even if the sales of tens of billions of pharmaceutical companies, marketing general manager, regional manager, provincial manager, district manager, district and county business personnel, four levels will be enough, do not need too much. For the agency model-based small and medium-sized pharmaceutical enterprises, the above is not suitable, because the cost of establishing self-employed team is too large, small and medium-sized pharmaceutical enterprises are difficult to afford. Pharmaceutical enterprises with mainly agency model want to reconstruct a new marketing system to avoid sharp shrinkage of marketing in the wave of two-ticket system, it is recommended to establish a cooperative relationship with the largest and most professional third-party pharmaceutical service organization in China, MaxControl. MaxControl can directly connect the thousands of pure marketing businesses with which it has already established cooperative relationships to small and medium-sized pharmaceutical enterprises, so that the marketing of small and medium-sized pharmaceutical enterprises will no longer be hesitant, and may obtain greater marketing performance and development opportunities. Small and medium-sized pharmaceutical enterprises that are still suffering from marketing pains, 可以把产品信息和企业信息发到bjmskl@sina.com, MaxConnect will be in direct contact with you. In this article