From the pharmacy data can be seen, the band purchasing goods accounted for a high percentage of customer traffic, when the hospital drug prices in the same city fell sharply, the consumer is bound to flow from the pharmacy to the hospital, resulting in a decline in the flow of customers in the drugstore. Enterprises must find the winning commodity or the same composition and price with the winning commodity in order to maintain the corporate price image, enhance competitiveness and retain customer flow.
It is understood that some of the more responsive chain drugstores have already looked for the first batch of band purchasing commodities or the same products at the same price alternative commodities. This work is relatively easy for companies with large volumes or supply chain advantages, but more difficult for more small and medium-sized chain drugstores.
When it is not possible to find a substitute for the banded purchasing varieties or the same product at the same price, it is possible to replace them with other competitively priced commodities with similar efficacy.
Liu Hanhai, general manager of Zibo Huaxin Hongrentang Pharmaceutical Chain Co., Ltd. believes that if the price of the two commodities, the composition is not identical, the replacement is more difficult, so the main idea of the replacement should not be the price of the replacement of the entry point, you can start from the dosage form, the efficacy or the size of the side effects, looking for better than the quantitative purchasing varieties of dosage form and efficacy, side effects of the goods less to replace. For example, use dispersible tablets to replace ordinary tablets or capsules; use miglitol to replace the band purchasing varieties of acarbose, the main basis is: miglitol mainly acts on the enzyme bisaccharides and polysaccharidases, so the gastrointestinal adverse reaction is slightly smaller, and does not metabolize by the liver, the medication can be used without regard to the patient's liver function, so that gastrointestinal tract and liver function of the bad crowd gradually switched over.
Liu Hanhai emphasized that the above replacement method requires employees to have extremely strong professional service ability, otherwise it is easy to hurt customers. "Strengthen training to improve the professional quality of staff is one of the more critical factors in the future to deal with the impact of band purchasing, the pharmacy is no longer simply selling drugs, but to provide customers with a complete set of solutions to diseases, the patient's choice of medication by the hospital down to the drugstore, with more professional and better service experience to make up for the impact of the band purchasing. "
We believe that the loss of elderly customers is also related to the fact that most of the band purchased goods are medicines for chronic diseases, and we have initiated a refined whole disease management for chronic diseases, which can reduce the loss of profits while improving customer flow.
Whether it's the technical replacement of banded purchases or the refinement of whole-course management, it will be a higher level of professional challenge for pharmacies.
Two, the band purchasing varieties associated and combined sales
Drugstores that have taken measures to respond to the band purchasing varieties, although the customer flow growth is significantly better than the enterprises that have not taken measures to respond to the business, but the gross margins of sales and purchases, and the rate of correlation with the full range of goods is not as good as the enterprises that have not responded to the business. Therefore, if a company is already selling banded purchasing goods, combined with the full range of goods, especially the associated sales of high gross products will become the next step to focus on.
The ultra-low prices of banded purchasing varieties have brought great pressure on pharmacies, but Liu Hanhai believes that if we look at it from the perspective of the disposable amount of patients' medication and from the perspective of promotion and customer gathering, the price reductions of the banded purchasing varieties have actually also freed up a lot of space for related sales and combination sales.
For example, before the price cut, the single box of Polivir was more than 100 yuan, and now it is more than 10 yuan, freeing up about 90 yuan of associated space. Before the price cut, the associated sales are prone to cause the customer unit price is too high, but after the price cut to avoid this situation. For Polivi easy to cause gastric ulcer side effects, can be associated with rabeprazole sales, and associated with the total customer unit price is far cheaper than a single box of Polivi before the price reduction; from the perspective of promotional gathering customers, since the band purchasing commodities have been the price of the lowest, there is also a way of thinking, that is, directly free of charge, but on the premise that you need to be combined with another commodity sales, and the combination of the varieties of which can be health care products, Chinese medicine tablets, medical equipment and so on.
Three, to maintain a smooth supply relationship with the winning manufacturers, and strengthen the cooperation with the unsuccessful manufacturers
After the implementation of the band purchasing policy, both the winning companies or the bidding, abandoned the bidding companies, the policy for pharmacies have undergone a very big change.
1. Winning companies
Winning manufacturers have different policies for pharmacies, some winning manufacturers actively coordinate the supply of resources to pharmacies; some manufacturers of the winning varieties of pharmacies want to pick up the goods are very difficult, not to mention the ability to give to the pharmacy-related subsidies. The resources invested in retail pharmacies by manufacturers of banded purchasing commodities are gradually decreasing, and the retained resources are also being concentrated in some of the higher output chain pharmacies.
The other **** of the policy of the winning enterprises is to increase efforts to carry out the operation of other products that have not won the bid, especially the newly developed products, or the old drugs to re-operate. Liu Hanhai believes that pharmacies should maintain a smooth supply relationship with the winning manufacturers, with the help of manufacturers of resources more power for prescription diversion and prescription to undertake the work, and can also take advantage of the manufacturers of the brand power to carry out the replacement of goods purchased with the amount of sales in order to increase the flow of drugstores and from the manufacturers to obtain a better subsidy policy.
2. The impact of banded purchasing commodities on the similar commodities of enterprises that have failed to bid or abandoned the bid is to squeeze their original market share, and to follow the price cuts, which will reduce their gross profit margins. In order to reduce losses, increase investment in retail pharmacies, open up the public hospital outside the second sales market has become the urgent need of these enterprises. However, when the price of a drop to the end, the form of zero-supply cooperation between the two sides has more new features, more and more unsuccessful enterprises no longer tend to directly to the pharmacy to let the gross profit margins, because very often, this will not bring the corresponding incremental product, they are more inclined to academic marketing, in the shopkeeper education, consumer education, marketing program output and other levels of in-depth cooperation. For pharmacies, this is an opportunity and equally a challenge.