How to integrate the promotion of medical institutions with the promotion of retail?

1. Using communication to accurately locate the correct product positioning is the core and foundation of medical promotion. The content of medical promotion must closely focus on product positioning, which plays a "guiding" role in promotion activities and can ensure that various promotion forms are adopted towards a unified goal. By understanding the customer's environment, concept, current prescription behavior and ideal treatment expectation of such drugs, it can help enterprises to make clear product positioning. It is particularly noteworthy that when enterprise medical representatives sell medical products to doctors, they should deeply understand that the selling point of products is also the demand point of doctors. Therefore, it is necessary not only to promote the target doctors, but also to highlight the differences of products and form a clinical support system and theoretical system to support the selling points.

2. In order to realize the integration of various promotion methods, pharmaceutical enterprises should combine the actual situation of their own products and take consistent activities.

(1) Combination of form and content The form of medical publicity must be combined with the content of publicity. According to different target groups, different forms are adopted to publicize different contents, but the publicity contents are all organized around product positioning. For example, the contents of drugs for the treatment of osteoporosis should emphasize the training of doctors and health education for patients or high-risk groups. For doctors, it is academic to emphasize the therapeutic mechanism and unique advantages of products; Emphasis should be placed on the diseases of patients and the public.

The consequences are serious and the medicine is treatable, and it is popular.

(2) Integration of activities and product characteristics. Medical publicity should be carried out according to the characteristics of medical products. Pharmaceutical products can be divided into original research products and imitation products. The original research products are highly professional, with high academic content and few doctors' knowledge, so we should organize a large number of professional activities, strengthen the education of doctors, and adopt the strategy of "pushing" to let doctors accept varieties first; Imitation products are low in academic content, familiar to doctors and have many competitors. We should focus on strengthening the education of patients and make doctors take the initiative through the marketing strategy of "pull"

Enterprises strengthen cooperation.

(3) Activities should be adapted to the product life cycle stage, and medical promotion must also take into account the product life cycle stage. In the product introduction period, in order to expand product popularity and attract trial use, enterprises can make products enter some markets with emphasis through academic seminars in key fields and small-scale high-level clinical research. In the product growth period, in order to expand market share, product information should be disseminated as widely as possible, drugs or related treatment schemes should be the first choice, and enterprises can adopt doctor training and patients.

Combined with the promotion method of education. Hold national academic conferences, train local academic leaders, carry out patient education and services, and provide free consultation hotlines. In the product maturity, in order to stabilize the market share, we can carry out public welfare or people-friendly promotion activities, or further penetrate the market by promoting new indications and improving products; When the economy is depressed, there is basically no promotion.

(4) Match activities with market positioning. Medical promotion must match the market positioning of enterprises. Market-oriented pharmaceutical enterprises should seize the academic commanding heights, cultivate and expand the market, and consciously safeguard the market image of leaders, such as sponsoring epidemiological investigations and assisting in revising guidelines for disease diagnosis and treatment. For example, Novo Nordisk held a "Novo Nordisk Diabetes Forum" for experts in the field of diabetes in 2 (2) to discuss the limitations of animal insulin used in the market in China at that time to treat diabetes and improve doctors.

The cognitive level of diabetes promotes the cultivation market of insulin analogue aspart in China. As a follower or a new entrant, we should seek a breakthrough on the basis of careful choice and key investment.

3. Establish a professional medical promotion team.

(1) The structure of the medical promotion team What kind of organizational structure system the medical promotion team adopts is usually determined according to the sales area, product type, customer type and the combination of the three.

Regional structure: that is, each medical representative is assigned to be responsible for a certain region. The advantage of this structure is that the responsibilities of medical representatives are clear, which is conducive to establishing long-term relations with local consumers and reducing travel expenses. But it is only applicable to products with little difference and concentrated market.

Product structure: that is, each medical representative is responsible for the promotion of one or several types of products respectively. The advantage of this structure is that medical representatives are very familiar with this product or its characteristics, and at the same time avoid repeated sales promotion. It is more suitable for situations with many types of products, strong technology and little correlation between products.

Customer-oriented structure: that is, enterprises organize promotion teams according to customer categories, such as appointing medical representative A to be responsible for the promotion of central city hospitals and medical representative B to be responsible for the promotion of suburban hospitals. The advantage of this structure is that the promoters know the customers very well and can better meet the needs of customers, but if the customers are too scattered, it will increase the travel expenses of the promoters.

Compound structure: a medical promotion team composed of the above factors. This structure can integrate the advantages of the above types, and it is suitable for enterprises with many types of products, wide sales areas, different types of customers and scattered distribution.

(2) The scale of medical promotion team Whether the scale of medical promotion team is appropriate or not can directly affect the economic benefits of enterprises. Enterprises can use workload method to determine the size of medical promotion team. The workload method includes five steps: ① classify customers according to annual sales volume; (2) according to competitors or past experience, determine the number of times each type of customer needs to visit each year; (3) Determine the total annual visits of the enterprise, that is, the number of customers of each type multiplied by the annual visits; (4) Determine the energy level of a medical representative every year.

Average number of visits; ⑤ Divide the total number of visits per year by the average number of visits per year of a medical representative to get the scale of the medical promotion team required by the enterprise.

Application of workload method;

Suppose a pharmaceutical company divides customers into three categories according to ABc principle. Class A is a big customer of ***200 customers. Class B is a medium-sized customer of ***500; Class C is a small customer, 300 * * *. Class A customers need to visit 36 times a year, Class B customers need to visit 24 times a year, and Class C customers need to visit 12 times a year. It is estimated that the average number of medical visits per medical representative is 400 per year, so the total number of medical visits per year is 200× 36+500× 24+300×12 = 22,800.

Number of medical representatives = total person-times per year/average person-times per year = 22,800/400 = 57.

(3) The recruitment and training of medical extension teams require medical representatives to have sincere heart to win customers' trust and friendly cooperation, rigorous scientific attitude to human life and health, professionalism and persistent enthusiasm; Secondly, he has rich business and technical knowledge and can spread advanced scientific and medical knowledge to target customers; Third, have marketing knowledge and skills and good communication skills.

Recruitment through various means, such as the recommendation of existing sales staff, talent market, posting recruitment notices or selecting talents from college graduates for training. Forward-looking enterprises have to go through a period of training before they can take up their posts after recruitment. Usually, the purpose of training is to make sales staff familiar with the enterprise, familiar with the products of the enterprise, understand the customer base and main competitors of the enterprise, and teach various promotion skills.

(4) Incentive of medical promotion team

Material incentive: refers to giving promotion, bonuses, prizes and other practical rewards to people with excellent sales performance to arouse their enthusiasm.

Spiritual encouragement: use appropriate opportunities to praise and reward outstanding sales staff, such as selecting "sales stars"

Corporate culture and organizational atmosphere: One of the successful experiences of Japanese corporate management is to create a unique corporate culture atmosphere and * * * common values, so that employees can gain recognition and consciously work for the enterprise. To this end, providing salespeople with timely promotion opportunities, listening to their opinions regularly, caring for them in life and creating a harmonious working atmosphere can all have an incentive effect on salespeople that ordinary salaries can't achieve.

Sales target incentive: the target is also a challenge and incentive for enterprising people. Therefore, if the enterprise can establish a clear marketing task for each salesperson, it can also play an incentive role.

(5) The information sources of medical promoters' performance evaluation are mainly promoters' work reports, superior observation results, customer survey results, complaints and opinions. Evaluation methods generally have the following three aspects.

Horizontal comparison: that is, compare and queue the job performance of all medical extension personnel. The result of this method is clear, but it is often unfair. Because the market situation and product situation faced by each medical representative are not consistent.

Vertical comparison: that is, compare the current work performance of each medical representative with the past. This method can show the efforts of medical representatives, but sometimes the comparison results are meaningless because of market fluctuations.

Qualitative evaluation: that is, to evaluate the medical representatives' understanding of enterprises, customers and competitors, as well as their personality, manners, appearance, demeanor and temperament.

4. Integrity-based, abide by relevant national laws and regulations, and the ideal result of medical promotion is that patients get the most suitable diagnosis and treatment plan, the resources of medical institutions are effectively utilized, and enterprises get certain profits. The key to achieve this result is honesty, and the behavioral basis of medical promotion is honesty. Only by insisting on providing objective information can we establish a credible image in the minds of medical staff and patients, which requires enterprises to strictly abide by the anti-unfair competition regulations related to medical promotion when carrying out medical promotion activities.