Promotion will be pharmaceutical enterprises to develop the market is commonly used in a way, it is generally divided into two forms of hospital promotion will be and business promotion will be.
Hospital promotion refers to the pharmaceutical company's products are allowed to enter or have entered the large and medium-sized hospitals, enterprises and hospitals jointly held a product introduction. The purpose is to increase the doctor's understanding of the product by introducing the product's pharmacological research, toxicity experiments, clinical use, functional mainstays and other aspects of the situation, and promote the growth of hospital use.
Hospital promotion will operate
One, with the director of the pharmacy department to agree on the time and place
Time is generally 1 to 2 hours before the end of the afternoon, the location of the best arrangement in the hospital conference room. Hospital conference rooms generally have slide projectors, projectors, televisions, video recorders, etc., the use of corporate sales representatives lecture, product introduction will be more effective.
Two, to determine the object of the meeting
Generally for the president and vice president, director of pharmacy, purchasing, related departments such as doctors (to ensure that the authoritative doctors). At the same time, with the director of the Pharmacy Department to determine the souvenirs of those who attended the meeting. Souvenirs are best for the manufacturer's life-like advertising and promotional items, so that doctors can remember the name of the company and the name of the product.
Three, the meeting procedures
1. Before the meeting, ready to sign in the book, promotional materials, slides, videotapes, advertising gifts, etc., debugging a variety of instruments at the venue, paste the advertisement, can do banners, hanging flags, marked "so-and-so enterprises, so-and-so products will be introduced," the words.
2. When the delegates check in, the medical representatives and their supervisors to do the reception, handing over business cards, souvenirs and information, please register the doctor's name, title, title, address, contact phone number, etc., in order to facilitate future contact.
3. The meeting is hosted by the director of the hospital's pharmacy department. First of all, the introduction of personnel; secondly, the higher-level representative of the factory to give a welcome speech, the company introduced, invited hospital leaders to speak; finally, the hospital's regional medical representatives to make product introductions. If you can invite the local authority of the doctor lecture, the effect will be better.
4. After the introduction of the product, you can organize a simple question-and-answer contest, and the distribution of prizes, in order to strengthen the doctor's memory and understanding of the product promotional materials, reading.
5. The end of the meeting to give a speech of thanks, and the venue to organize, in order to leave a good impression of the hospital.
Four, notes
1. The meeting time should not be too long, it is best to control in about 1 hour;
2 . Dress must be professional, speech in Mandarin;
3. Each promotion meeting is best to introduce only one product or a certain type of product, in order to effectively strengthen the effect of publicity and memory;
4. After the promotional meeting, the local pharmaceutical representatives are best to start the first visit in less than three days, and maintain a certain frequency. Commercial promotion will generally refer to the pharmaceutical enterprises to make full use of the commercial customers of the network relationship, in the form of a meeting, the product imported into the hospital, pharmacy, clinic or transfer to other commercial customers of a method. It is mainly imported into the hospital type, imported into the pharmacy, clinic type, commercial leveling type, integrated and other forms.
Business promotion meeting operation steps
A. Preparation before the meeting
1. Consultation with the manager of the pharmaceutical business customers to determine the type of meeting, and according to the type of meeting to determine the invitation object.
2. Determine the size of the meeting, set up a meeting group, select the venue, send out invitations. The production of invitations can determine the number of people who will attend the meeting and the state of readiness to take goods at the time of the meeting. General pharmaceutical companies and commercial enterprises in the meeting will only meet the time, place and product information to invite the object, invite the object in the meeting before the poor state of readiness; Hunan Huaihua just Pharmaceutical Co., Ltd. in the product of the invitation letter but indicates a lot of things: time, place, the company profile, product introduction, the promotion of the contents of the meeting and the procedures, order orders and policies, advertising broadcasting, service commitments, etc., the effect is very good, many delegates to the meeting, the establishment of a meeting group to choose the venue, and send out an invitation letter can determine the number of people to the meeting and take goods ready. The effect is very good, many delegates just arrived at the venue will send orders.
3. Representatives of pharmaceutical companies must send the goods to the pharmaceutical business customers before the meeting.
4. The conference fee in principle by the pharmaceutical enterprises, but can also be negotiated.
5. The development of commercial salesman incentive policy and customer purchase concessions to mobilize their enthusiasm.
Two, the venue layout
1. The meeting place is generally hotels, customers' conference rooms, etc..
2. The meeting of the podium hanging above the product promotion will be banners, and marked with the name of commercial customers and pharmaceutical companies, the entrance to the venue to set the welcome board, cards, display samples and promotional items.
3. Pharmaceutical companies to prepare all kinds of information, commercial companies to prepare invoices.
4. The podium can be set up to touch the prize box, placed prizes.
Three, the content of the meeting
1. Meeting sign-in, distribution of drinks, brochures, price lists, small gifts, meeting program, etc..
2. The meeting is hosted by the manager of the commercial customers, the highest level of pharmaceutical companies on behalf of the company's purpose, philosophy, goals, development strategies, product sales situation and other company information; by the pharmaceutical representatives or local authority of the doctor to introduce the product, the use of the situation, to enhance the confidence of the representatives of the meeting to order.
3. Organize a quiz to activate the atmosphere.
4. Pharmaceutical sales representatives and commercial customers of the salesman to actively publicize, take orders, for some key customers at night must also strengthen the ordering public relations activities.
5. Lucky draws and prizes can be placed at the end of the event (ordering is basically complete).
Four, notes
1. Pharmaceutical sales representatives and commercial customers in the meeting immediately after the clean-up orders will be ordered customer classification; for large orders of customers to strengthen tracking services, for small orders of customers can also be used to letters, telephone to strengthen the liaison, to ensure a virtuous cycle of sales.
2. After the meeting in a timely manner to honor the commitment to commercial customers salesman, mobilize its delivery, collection, service enthusiasm.
3. Adjustment of customer supplies, inventory, and intensify collection efforts.
Fifth, the focus of various types of business promotion
1. hospital type: at this stage, due to the large and medium-sized cities, hospitals into the drug control to strengthen, therefore, PR into the drug, held a single hospital promotion will be more appropriate. But in the county-level pharmaceutical market, the use of hospital-type promotion will be able to quickly occupy the vast rural areas, rural hospitals.
2. Pharmacy, clinic-type: generally should choose large and medium-sized cities, after advertising in the local market, or in large and medium-sized hospitals in the case of better sales, through the commercial promotion will spread the market. At the same time, you can also use the concept of daily consumer goods to help sales, recruitment of DTC representatives to do the market.
3. Commercial leveling type: the key is price control to prevent tampering. Enterprises should try to transfer drugs to less developed areas and strengthen after-sales service.
4. Comprehensive: that is, any two or three forms of the above combination. As the ordering unit ordering volume disparity is large, and thus the ordering incentive policy should be formulated in accordance with the situation of the ordering unit.
In short, no matter what kind of promotion, pharmaceutical sales staff must be carefully planned according to the specific circumstances of the organization, and only in this way, in order to create good results.