How to recruit regional pharmaceutical agents?

When the state strengthens the regulation and supervision of the market, agents (especially a large number of pharmaceutical natural persons active in the market) are strongly influenced by the state policy, and their business scale and strength are greatly reduced, gradually fading out of the pharmaceutical market and turning to health care products and medical devices; When the competition between enterprises becomes more and more fierce, and gradually enters the era of homogeneous competition, and is mired in price war in the face of a series of problems such as product homogenization and model homogenization, the investment behavior of enterprises naturally becomes a little more blind, forming the phenomenon that the input-output ratio is upside down. When these factors work together, the efficiency of enterprise investment is greatly reduced, thus forming an disgusting cycle in capital investment and sales scale, threatening the development of enterprises.

May wish to start from the following five aspects:

First, the development direction positioning wants to effectively distinguish the investment enterprises in the current environment to establish a typical enterprise market cognition in a certain field, or you have attractive and bright products that reflect the characteristics of the products; Either, you have a well-positioned channel advantage and dig deep in a certain market segment; Or, you can create a new investment promotion mode and get rid of the current usual investment promotion methods, but in either case, you are emphasizing a truth. For the investment enterprises in the current market, it is undoubtedly a good way to accurately locate a certain market segment without realizing a large and comprehensive investment pattern.

In fact, judging from the operation of pharmaceutical investment enterprises in the past two years, a large number of prescient investment enterprises have realized this problem and implemented accurate positioning in business models or channels. Whether it is the high-end boutique of Long 'ou Medicine and the clinical academic mode under the high-end logistics mode, the exclusive drug sales of Shanxi Yibao Pharmaceutical in the specialized hospital for men and women, or the characteristic marketing of Henan Medical Insurance Pharmaceutical from EMKT.com.cn mode, they are all successful attempts in the segmentation field, and they have achieved a double harvest of brand promotion and market sales through a series of measures, which is worth learning. At the same time, this situation also fully demonstrates the importance and necessity for enterprises to determine the development direction of market segments, which is another new blue ocean for attracting investment to jump out of homogenization competition.

Second, optimize the allocation of resources.

The development of enterprises must be supported by sufficient resources. Of course, if we simply understand this kind of resources as only sufficient personnel and market operation funds, or as tangible resources such as various promotional materials and distribution, then many uncertain factors will easily arise in the business process of enterprises. Because everyone has these resources, the difference is just how much they invest. What is emphasized here are some resources that are of great significance to the development and operation of enterprises, such as professional planning and research. The general organizational system of China Merchants is relatively simple, except for China Merchants Department, Finance Department, Warehouse Department, Purchasing Department, Design Department and Office, there are few other organizational systems. For the current market competition environment, the degree of information control and professional planning will be directly transformed into sales force. For example, we can guide the direction and degree of advertising of enterprises by conducting special research on the channels for agents to find products; From the establishment of customer information system, we can master the sales information of customers skillfully, so as to strengthen customer communication and development in a targeted manner. At the same time, the professional planning department is responsible for the exhibition, publicity materials and product planning of the enterprise, enhancing the market awareness of the products, and fully ensuring the orderly, well-founded and effective development of the whole investment promotion work of the enterprise.

Third, corporate brand.

At present, most pharmaceutical commercial enterprises do not have the qualification of pharmaceutical production, so it is very short-sighted to ignore the shaping of products or corporate brands and only pay attention to the increase of sales volume in the sales process. As a special symbol representing enterprises in the industry, corporate brand's cognitive level determines the influence of enterprises on downstream agents and upstream production enterprises, and also affects the sales scale of enterprises to a great extent. Especially with the unprecedented prosperity of various advertising media and the improvement of people's brand awareness, both manufacturers and agents pay more and more attention to the popularity of investment enterprises. The advantage products of the production enterprise hope to find an enterprise with brand influence in a certain channel where the product is located, which can maximize the value of the product; Agents also hope to cooperate with those investment enterprises with brand influence to relieve worries for market sales, which should be a good proof.

Fourth, professional team building.

An important bearing link to realize products from production enterprises to market terminals is the investment team of investment promotion enterprises. Having a professional, efficient and pragmatic investment promotion team will make the investment promotion behavior of enterprises get twice the result with half the effort, and vice versa. However, the investment teams of most enterprises are worrying at present. A few little girls who just graduated, a few phone calls, and then under the leadership of a manager who came from other enterprises and had no actual operation, began the investment promotion work of telephone marketing. Even better, some investment teams with three or four years' working experience have been immersed in the telemarketing model for a long time. Most of them are not medical professionals, do not understand the properties of drugs themselves, and are not sensitive to the development direction of the market environment. In fact, a professional investment team requires the whole team to have:

1, excellent professional knowledge

Especially for the knowledge of the product's own attributes, from pathogenesis, organ composition, symptoms, to drug treatment mechanism, adverse reactions, unique advantages, research and development, competing products and so on. So as to ensure that product information can be effectively transmitted to agents and patients in the process of attracting investment, and it is easy to gain trust.

2. Good industry knowledge background

People who specialize in attracting investment must also keep abreast of some situations of the industry, from the national macro-policy to the business model and development of the industry. This information will not only directly affect the marketing behavior of enterprises, but also be a good aspect of our communication with customers.

3. Comprehensive knowledge system

Marketing has always been a comprehensive knowledge. If people want to succeed in this profession, they should not only master the professional knowledge of influence and products, but also improve their abilities in management, finance and planning in an all-round way. Therefore, professional investment promotion personnel must have comprehensive knowledge.

Verb (the abbreviation of verb) establishes a demonstration market.

The model market is the most powerful evidence to verify the product strength and planning power, and it is also an important reference for enterprises to show their development prospects to more agents. But unfortunately, many investment enterprises and products have not made a model market and lost a good opportunity to show their product advantages.

In my opinion, if China Merchants wants to be responsible for its products, its distributors and its long-term development, it needs to operate the pilot market first. By concentrating the internal resources of the enterprise, dispatching the best marketing team, allocating the best promotional items and market development expenses, and giving the most preferential policies to the agents in the region, the vehicle market can be quickly started and a good development trend can be maintained. At the same time, such a development model will be effectively copied to other markets, and gradually form a pattern of linkage reaction and all-round development. This will not only attract the attention of dealers, but also attract more dealers to respond. At the same time, corporate brands will be gradually established to make investment promotion more efficient.