Seek the third terminal drug sales policy

The third terminal is divided into urban third terminal and rural third terminal by people in the industry. The third terminal in the city refers to chain stores and individual pharmacies, clinics of enterprises and institutions, community health centers, health stations, individual clinics and other drug marketing institutions in urban residential areas.

First, the six characteristics of the third terminal building in the city

Features 1: small scale, few varieties, OTC is a common disease.

The business premises and turnover of the third terminal in the city are mostly small, with few varieties and limited coverage, which is limited to residents in the community.

Feature 2: The competition is not very fierce.

Because of its small scale and few varieties, it is not valued by some production and operation enterprises. Compared with the big stores in the business circle, competitors don't sell much, so it's normal to be ignored, and the quantity is large. The competition is not fierce because there are not many POP releases, promotion activities and exhibitions. And there is not much training for practitioners.

Feature 3: The third terminal has a complex property right structure and a high proportion of individual operators.

General community pharmacies have a certain proportion of chain stores in cities with relatively developed chain stores, while in cities with underdeveloped chain stores, most of them are individuals, individuals who join chain stores, or chain stores that are loosely joined.

For example, the situation of chain pharmacies in community stores in Shanghai is as follows;

Shanghai has a population of about170,000, more than 700 pharmacies 1700, and more than 400 counters for over-the-counter drugs of Class B. On average, there is one pharmacy for every 9000- 10000 people, reaching the advanced level of one pharmacy for every 7000- 10000 people in the world. According to statistics, among more than 700 pharmacies in/kloc-0, 1400 are chain pharmacies, accounting for 82%. In every chain enterprise, the number of community pharmacies often accounts for more than 2/3, and community pharmacies have become the bridgehead for chain brands to occupy the market.

Most of the employees in individual shops are husband-and-wife shops, or only think that women are employed, and their medical business knowledge and marketing ability are low.

Feature 4: Some medical places such as terminal health stations are the agencies of large hospitals.

Due to the national policy of encouraging the development of community medical centers and community health stations, some hospitals vigorously develop the construction of community medical centers, outpatient departments and community health stations. The drugs used by these institutions have a great influence on residents' drug habits, but their drugs are restricted by their hospitals, and some self-financing places have certain autonomy in purchasing drugs.

Feature 5: There are fewer restrictions on the marketing communication activities of the third terminal in the city.

Because the third terminal of urban community is not on the street and is not controlled by government departments such as industry and commerce, urban management and sanitation, it is easy to hold advertisements and education and training activities for consumers, and it is also easy to operate as long as you have a good relationship with the property management department.

Another advantage is that some communities are more efficient in promoting positive communication.

Feature 6: The Third Wharf of the City pays attention to integrity marketing and service marketing.

Consumers have two eternal consumption psychology, one is cheap and the other is convenient, which is the reason why community stores can develop. Enterprises should use and strengthen the convenience and service function of community stores, so as to cultivate consumers and carry out database marketing. For example, Nepstar drugstore chain in Shenzhen, whose community store in Shenzhen has 5,000 files of patients with cardiovascular and cerebrovascular diseases, can conduct interactive database marketing at any time.

Second, the commercial coverage mode of the third terminal in the city

For the urban three terminals, the difficulty and focus of development is no longer the rural three terminals: "many points and wide areas, high distribution costs." There are two key issues: first, the cultivation of urban community consumers; It is the mode choice of products entering the third terminal, because it is still impossible for the third terminal to deliver goods directly one by one. At present, the commercial logistics covering the third terminal of the city has the following modes:

1, chain drugstore direct selling mode

Subordinates, franchisees and franchisees of chain pharmacies can use their own logistics to realize drug logistics distribution.

2, enterprise distribution model

In order to expand sales, pharmaceutical companies distribute drugs directly or in the name of pharmaceutical companies to the third terminal in the community, and some are to open up markets and let the third terminal sell products on a commission basis.

3. Buy independently

Due to the existence of some drug markets and some individual drug agents in the city, the drug free trade market has always been isolated. Some individual pharmacies are greedy for cheap, freely choose the purchase channels, and even purchase from pharmaceutical companies, especially those who can get the goods first and then pay, because this can reduce the problem of insufficient liquidity.

4. Multi-company meeting coverage mode

The product ordering meeting and promotion meeting coverage mode of the third terminal is also very popular in cities. The difference is that there are more pharmaceutical companies using this model in cities, because everyone is in the same city, and there is no need to go to the countryside, and the cost is not great. General pharmaceutical companies can operate. As the third terminal in the city, even the commercial companies of the third terminal in the city are divided into OTC and prescription drug conference marketing companies, and prescription drugs are also subdivided into professional companies that specialize in marketing the third terminal mainly by injection.

This mode is mainly a mode that commercial companies call a large number of third-party end customers to participate in product ordering meetings and place orders to achieve sales.

Third, the three major contents of urban third terminal marketing

1, product information transmission and service of urban third terminal

Method 1: catalogue marketing method

Many pharmaceutical companies and chain pharmacies covering the third terminal of the city will repeatedly distribute the catalogue of promotional products to the target customers of the same group of the third terminal of the city within 1-2 months, or irregularly compile exquisite internal newspapers and DM advertising materials and distribute them to the target customers free of charge. One is to spread corporate culture, and the other is to spread information about their own products. For example, Guangzhou Ying Da, Liaoning Chengda Fiona Fang, Chongqing Heping, Changsha Shuanghe, Shenzhen Youhe Medicine, etc. Everyone has their own "marketing catalog", and they are all doing catalog marketing.

First, catalog marketing can save the search time for the purchase information of target end customers, and manufacturers can inform product knowledge and promotion information in time.

Information such as product promotion, ordering reward, product knowledge and corporate image of pharmaceutical enterprises can be published in these internal newspapers and periodicals. The author thinks that it is a good way to select products and publish catalog marketing information every year. This way, the price can be lower, and commercial companies are also very welcome. For example, Shenzhen Hawking Pharmaceutical Co., Ltd. cooperated with Guangzhou Ingdahl Company to advertise in its internal catalogue "Ingdahl" throughout the year, and only spent 5,000 yuan to publish a half-page advertisement of 12, and also presented a issue.

It should also be noted that catalog marketing products usually must be accompanied by insurance policies and gifts. Only by persisting in this way for a period of time can the products be recognized by the end customers and recommended to consumers through the third end customers in the city.