On the Market Support of Sales in Company Management —— Material Support

On the Market Support of Sales in Company Management —— Material Support

Material guarantee is one of the most basic and basic market guarantee work. Sales staff need materials to cooperate with them when promoting products, introducing products, conducting investment promotion, terminal promotion, sales meetings, academic training, customer appreciation, personnel recruitment, exhibitions and other activities.

According to the sales channels, OTC material support generally needs product leaflets, promotional leaflets, POP posters, in-store display boxes, explosive stickers, low-value promotional items, promotional items with membership points, gifts, Yi Labao, cashier cards, in-store flags, in-store light boxes, humanoid signs, doorbell triggers, training PPT, store information desk, health check-ups (such as sphygmomanometer) and so on. These materials are aimed at ordinary drugstore consumers, so the design choice should be popular and practical, and the content should be simple, attractive and friendly. If it is propaganda, it is necessary to explain in one sentence what diseases can be cured, what effects are there, what activities are carried out, and what consumers can get. If it is promoted, it should be practical for families or individuals.

Clinical data support generally requires product clinical folding, professional PPT, a set of projection equipment, high-value exquisite gifts and so on. The clinical leaflet of the product is a professional description of the product, which mainly includes five points: source (scientific research institute, Pharmacopoeia, landmarks upgraded to national standard, ancient history books, inventors, etc. ), manuals, pharmacology and toxicology, clinical application, experts' knowledge, and patients' reputation. The louder the source, the better the inventor, and the more famous he must be, giving people a feeling of natural beauty. Clinical application is a clinical application paper published by doctors in professional academic journals, because modern medicine pays attention to evidence-based medicine, that is, "evidence-based medicine", also known as empirical medicine. Its core idea is medical decision-making (that is, patient treatment, treatment guidelines and medical policy formulation, etc.). ) should be made on the basis of the best clinical research available, and also attach importance to combining personal clinical experience. Therefore, the more authoritative clinical papers are, the better. The higher the laboratory level of pharmacology and toxicology, the better, the clearer the pharmacology and the lower the toxicology. Drugs are special commodities, and the safety and effectiveness of clinical application are the first. Doctors always like to use drugs with mature clinical application, preferably drugs applied by clinical pathway, followed by drugs recommended by evidence-based medical evidence and medication guidelines. Of course, there are also academic conferences inviting junior colleges and doctors, which also need the support of materials and are unified into academic support.

The material support of the third terminal is between OTC and clinic, and it is a combination of academic and terminal needs. The operators of the third terminal are generally at the grassroots level, such as small chain stores and single pharmacies and clinics, or the integration of pharmacies and clinics. Most of these medical units are located in counties and towns, and pharmaceutical companies generally adopt centralized training and prize-winning procurement activities. Therefore, the materials of the third terminal are diverse, valuable and practical, and should be attractive to operators, such as household appliances.

Material support not only refers to the materials in sales channels, but also includes designing different packages for the same variety to adapt to different sales channels and regions. The packaging design of OTC channel should consider consumers' recognition, highlight the theme, let consumers see at a glance what diseases it is suitable for, pay attention to color, give people comfort, and the overall packaging should be unique and easy to display. The packaging of clinical channels should be concise, the drug name (generic name) should be obvious, and the brand should be prominent, which is convenient for doctors to remember.

Product packaging design itself is one of the important market support work in product marketing. According to different product functions, market positioning, corporate culture, brand connotation and other factors, it is helpful to design unique and distinctive packaging for market sales. Product packaging is an important part of product sales, selling points and sales methods.