How to better promote academic popularization

Academic promotion is not only the patent of foreign companies, but also the patent of large pharmaceutical companies; Academic promotion is not a useless work that requires a lot of money and has no effect; It is not difficult to improve academic qualifications. But for small and medium-sized pharmaceutical companies, the sales volume is not large and the profit rate is not high. How to start academic promotion at low cost for hospital terminal sales products?

First, hire a suitable marketing manager.

Appropriate personnel, the salary expenditure is not necessarily high, but it can enable enterprises to quickly acquire the ability to improve their academic qualifications. The reason why product manager or promotion manager is not the first choice for the position responsible for academic promotion function is because in the case of low-cost employment, title is a kind of reward, which can offset the negative impact brought by low remuneration for a period of time. The requirements for marketing managers and their analysis are as follows:

1, more than three years experience as a sales representative with excellent results.

Such people can act as trainers and coaches, train representatives in practical skills and product knowledge, and save training costs for enterprises.

2. Postgraduate degree: medical background is required at the undergraduate level, and clinical major is preferred; Postgraduate stage requires management background, MBA is preferred.

The object of academic promotion is doctors, who need to explain and demonstrate products from the doctor's point of view, and people with clinical professional background can do better; The main body of academic promotion is the representative, which needs the training of medical background knowledge and product knowledge, and only clinical students can be perfect. The marketing department often needs cross-departmental communication, and the knowledge it needs includes brand, strategy, marketing from EMKT.com.cn, human resources, finance and so on. It is a "generalist", so it is necessary to have a perfect knowledge structure of management, and MBA study is the best way to construct this knowledge structure.

3, good at making beautiful PPT, understand WORD typesetting, EXCELL watchmaking and other skills.

Most of the carriers of academic content exist in the form of PPT, WORD or EXCELL, and marketing managers need to master these tools. Academic content, from thinking, construction to expression, is often difficult to be faked by others, and people who need to think in one go.

4. Honest, conscientious, open-minded, patient, enterprising and passionate.

5. Be good at communication within the enterprise and with customers, be able to solve conflicts artistically, and have certain leadership.

6. Good image, loud voice, standard Mandarin, strong expressive force, or potential for speech.

7. The experience of marketing manager or product manager is not necessarily required, and the qualifications are not necessarily deep.

Second, scientifically formulate market-related management systems, processes, work objectives and budgets.

Having the right personnel does not mean that they can give full play to their role, but also depends on the improvement of the employment environment. Enterprises should formulate market-related management systems, processes, work objectives and budgets in a timely manner. The system and process include academic promotion management system and process, expense management system and approval process, responsibilities of marketing managers and marketers, performance management system and process, salary and welfare policy, internal management system and workflow of marketing department. Performance management system is the most important, and it is the key for marketers to exert their subjective initiative and stability. With subjective initiative, academic promotion can be done well, those who can't learn can understand, those who don't understand can learn, and those who encounter obstacles can stimulate their potential; With stability, the academic content can be continuously improved, the promotion work can be gradually upgraded, and the foundation will last for a long time.

With the system and process, it is also necessary to define the medium, long-term and annual work objectives and budget around these objectives. This point cannot be ignored or become a mere formality, which means that the work is planned. Without a plan, the work will inevitably be in a disorderly state, and the disorderly state cannot bring the required efficiency. Without efficiency, low cost cannot be achieved.

Third, build the academic core content and improve the promotion tools.

Generally, small and medium-sized enterprises are not "blockbuster" and lack "exclusive" and "original research". It doesn't matter if there are some competitors, because any product can dig out the bright spots worthy of promotion:

Indications have no bright spots, which can promote mechanism innovation;

Temporarily lack of literature support, you can sort out the efficacy of the prescription;

Doctors can sort out all the drugs that doctors generally know, point out the similarities and differences, and guide doctors to use drugs rationally;

It is really impossible to dig out the content, and Chinese medicine can also push the story of Millennium culture and products;

I really can't find anything new, but I can also tap the treatment experience and promote the clinical treatment plan. ...

The innovation of academic content is neither impossible nor endless. The key is who will innovate. As long as the personnel recruited by enterprises meet the above requirements, it is no problem to create an institutional environment and create the academic core content of products.

For example, Chen Zhong Pharmaceutical Co., Ltd.' s "Xiao Su Xintong Dropping Pills" found that a certain drug has multiple cardiovascular effects through a comprehensive review of its prescription. After further communication with experts, it was found that its anti-atherosclerosis effect was very exact, so Xiao Su Xintong Dropping Pill distinguished its main competitors and declared to "create a new era of anti-atherosclerosis", and further consolidated the evidence through pharmacological experiments, which was widely recognized and popularized by cardiovascular doctors everywhere through low-cost academic promotion.

Around the core content, we should also improve various tools for academic promotion: PPT for various academic conferences, PPT for representative training, product introduction speeches, FAQs, essays, health manuals, publicity color pages, Yi Labao design drawings, product tips, etc.

With the increase of sales, enterprises should gradually increase academic investment and improve the accurate dissemination of academic core content and product brands.

Fourth, representative training and professional visits.

Conduct in-depth training on product knowledge for delegates, and hold activities such as "product knowledge examination", "academic promotion speech contest" and "role-playing contest" at the same time, so that delegates can thoroughly master academic knowledge in competitions and repeated drills, and can conduct professional visits. Gradually, all delegates can hold small academic meetings independently, so that there is no need for marketers to participate in a branch meeting, and the travel expenses may exceed the expenses of branch meetings.

There are many trainings on representative training and professional visits, and some professional training institutions can be supported.

Verb (abbreviation of verb) selected from academic conferences

The cost of academic promotion, in addition to the cost of personnel and materials production and printing, is mainly the conference fee. How to hold academic conferences with less money is another key to low-cost academic promotion. It is suggested to choose regional meetings, in-hospital meetings and departmental meetings. When holding an academic conference, we must be fully prepared, and the product speech varies according to the content of the conference. If you are not fully prepared, you must resolutely not participate. In addition, it should be noted that the role of academic conferences is temporary, and academic visits after the conference are the key to maintaining the role.

1, regional meeting:

According to the product coverage and quantity requirements, each region chooses 1-5 regional conferences every year. It is suggested that enterprises sponsor academic annual meetings, exchange meetings and continuing education held by medical associations, pharmaceutical societies or hospitals instead of holding academic meetings themselves. The sponsorship fee for the conference will not be too high. You can hang banners, set up Yi Labao, set up booths, promote products and distribute materials at the venue, which is a highly accurate and effective brand communication. At the meeting, it would be better if the host or expert could briefly introduce the efficacy and treatment of the product.

The academic atmosphere of the venue will make it easier for the participating experts to accept the products and representatives of enterprises, and it is also an excellent opportunity to expand and maintain the relationship between experts.

Pay attention to take more photos at the meeting (especially when introducing products and experts) and ask for more meeting materials. With these photos and materials, you can share them with doctors who didn't attend the meeting, so that they can understand the contents of the meeting, promote products at the meeting or get the introduction and recommendation of experts, so that the propaganda voice of the academic meeting can continue after the meeting.

Through the above efforts, the effect achieved will never be weaker than holding an academic conference by yourself. In order to deepen the memory of experts attending the meeting and other influences of the meeting, there are still many low-cost and meaningful things to do, which need the careful consideration of the organizers.

2, hospitals and departments will:

At present, the tense atmosphere of rectification and anti-bribery makes it more and more difficult for delegates to see a doctor. With the help of in-hospital meetings and departmental meetings, doctors and nurses in one or more departments can recognize the products of enterprises at the same time, which is an efficient "group sales". It will be less difficult to see a doctor after the meeting, especially in newly developed hospitals, which is particularly important and will be of great help to the rapid increase of quantity.

3. Other activities

Academic activities can take many forms, such as academic salons, which can be held in formal or informal occasions to exchange drug use experience across hospitals and regions. The number of people is not necessarily large, and the scene is not big, but communication. It can be organized in the form of a salon, held regularly or irregularly. At least one doctor must know and support the products of this enterprise very well in each activity, so as to influence others in communication.

Construction of Intransitive Verb Expert Network

At the beginning, at least two regional experts are recruited in each region, and more can be recruited in large regions. Some large hospitals will selectively recruit authoritative experts as hospital-level experts. These experts, because of their deep recognition of enterprise products, will use consultation, lectures, substitute teaching, home visits and other occasions to influence young doctors, with far-reaching influence. Experts can also constantly put forward suggestions and opinions for enterprise product promotion, academic content construction and development, which is indispensable to the marketing department.

The establishment and maintenance of expert relationship should not fall into the old road of "selling with money", but should think about the ways and means of "doing more with less money" from both emotional and academic aspects. There is also a lot of training in this area, and foreign companies also have many mature practices. You can attend one or two trainings, or you can ask senior people for advice.

Seven. Other initiatives

1, collection and publication of papers

The collection of papers not only belongs to the category of constructing academic core content, but also is a way of academic promotion. You can take a prize essay or invite experts to carry out clinical verification or sort out product treatment experience, and publish it in academic journals in writing, supplemented by product advertisements accordingly. If there is no paper published, there is no need to advertise. Every time a paper is published, a batch of magazines are purchased and distributed to prescribers, which is of great benefit to enhancing doctors' confidence in prescriptions.

The content of the paper should be in two aspects: one is to strengthen the evidence for the academic core content being promoted at present; Second, build evidence for new selling points. When conditions are ripe, multi-center clinical research can be organized to meet the requirements of evidence-based medicine and further consolidate the contents of academic promotion.

2. Patience education

Patient education can start with a health manual, which is a kind of public welfare behavior, increases patients' goodwill, and makes patients more likely to accept products and form habits through the distribution of doctors. At this time, there should be at least one medical undergraduate in the marketing department to answer the questions that healthy patients see the health manual.

In the future, we can gradually carry out patient education meetings, patient clubs, core patients' maintenance, sponsorship or participation in patient education in the health administrative department.

3. Online publicity

At the beginning of academic promotion, due to the lack of academic content and other reasons, it may be difficult to carry out it on a large scale, but it can be carried out step by step. If you have no operating experience, you can consult a professional consulting organization. The cost of network promotion is not high.