How to write a good sales work plan outline for a pharmaceutical company?

1. Foreword

The main content and purpose of the plan. You can also briefly describe the differences between this year's plan and last year's plan and the new additions.

2. Product Positioning

Carry out comprehensive positioning of the company's products, based on the product instructions, mainly research functions, indications, clinical trials, and diseases with the best efficacy in practical applications. , find product features, clarify product consumer groups, and lay the foundation for product design style, price setting, and channel selection.

3. Price setting

1. Mainly set the investment price that manufacturers supply to commercial companies, the supply price that commercial companies supply to chain enterprises, and the terminal retail price that chains supply to consumers. . Reasonable prices are conducive to market development and maintenance.

2. The country implements the three unified price policies, and maintaining prices is one of the main tasks of market work. Price adjustments must be implemented after strict research and study by the company.

4. Channel selection

1. OTC channel, the channel design and profit distribution system of this channel. From manufacturers to businesses to pharmacies to consumers, how to complete the circulation of products through this channel and achieve rapid and high-volume circulation.

2. Hospital channel, the channel design and profit distribution system of this channel. From manufacturers to businesses to hospitals to doctors to consumers, how to complete the circulation of products in this channel and achieve rapid and high-volume circulation.

3. Third terminals, township health centers, individual clinics, etc. The company does not directly find the terminal operators of this channel, but finds commercial companies with a large number of operators of this channel. Implement sales through this channel through commercial companies.

5. Promotional policy

1. Promotional policy from manufacturers to commercial companies. For example, in order to increase business pickup volume, we carry out purchase and gift activities, etc.

2. Promotional policies given by commercial companies to chains.

3. The chain’s promotional policy for consumers.

6. Operation mode

Clear the business model, whether it is an investment system, an agency system, or it should be set according to specific circumstances. Once the business model is clear, it is necessary to design the model development process and working methods.

1. Investment invitation system, clarify whether the investment target is a commercial company or a medical natural person. If it is a commercial company, determine the standards and credibility of the commercial company. If it is an individual, do a good job of guaranteeing your credibility.

2. Agency system, determine the standards and credibility of the agency company.

7. Advertising communication plan

1. Mobile terminal media, dissemination of H5 micro-advertising. Fission-style dissemination through mobile terminal media (mobile phones) such as WeChat Moments and QQ groups.

2. Participate in the China Pharmaceutical Association, a national pharmaceutical trade fair held twice a year, including venue layout, on-site negotiations, customer reception, etc.

3. Distribution of promotional materials and terminal promotions.

4. Academic promotion, lecturer recruitment, training, courseware design, training methods, sessions, effect evaluation, etc.

5. Large-scale business activities. One is business promotion activities, and the other is customer maintenance activities.

8. Budget and Control

The sales budget mainly includes promotional expenses and advertising expenses. Paid promotion fees for micro-advertisements, fees for participating in the National Pharmaceutical Association, printing fees for promotional materials, terminal promotional product fees, academic promotion fees (material fees and personnel travel expenses), fees for large-scale business activities, and gift fees. Of course, if the company does mass media advertising, the budget should also include advertising production fees and media costs. The above items should be formulated according to the company's sales plan and listed one by one in the form of a table to clarify how much expenses are required per day, and the monthly expenditure amount should be arranged according to the needs of sales work. Total budget as a percentage of total sales, as a percentage of total gross profit. In sales work management, sales expenditures can be controlled, supervised, and warned based on this budget.