Three sample articles on some pharmaceutical sales plans

Three sample articles on some pharmaceutical sales plans

With the development of China's economy, it has also brought opportunities to our country's pharmaceutical sales companies. my country's pharmaceutical industry has experienced an uneven development process and has made great contributions to people's life and health. Below are the contents of three sample drug sales plans that I have compiled for you. I hope it can help you. Welcome to read!

Some drug sales plans 1

1. Analysis of China’s pharmaceutical market environment

1) The competitive environment of pharmaceutical companies

Many years since the founding of the People’s Republic of China In recent years, my country's pharmaceutical industry has experienced an uneven development process and has made great contributions to people's life and health. Since my country's first batch of "medical representatives" appeared at Bristol-Myers Squibb in 1988, in the early 1990s, when medical representatives from foreign-funded enterprises entered terminal hospitals for promotion, clinical promotion has become a model that domestic pharmaceutical companies follow to promote sales. , after more than ten years of development, with the entry of more and more pharmaceutical companies, from foreign companies to state-owned companies, private companies, from a few to a majority of companies, they have continued to spread and develop, and have changed in the domestic unhealthy soil. The previous kind of clinical promotion has undergone qualitative changes. Medical representatives are no longer just product consultants between pharmaceutical companies and clinicians. Paying prescription fees to doctors has almost become the golden rule of promotion. In order for some small and medium-sized enterprises to survive, clinical work has become a magic weapon for promoting drugs. Pharmaceutical companies and operating units regard hospital work as the main battlefield for market competition, and send medical representatives to hospitals one after another. The sales representatives are mixed, in order to pursue personal goals. interests and ignore the overall interests of society and enterprises, causing the pharmaceutical market to go on a deformed path. At the same time, it is accompanied by the disorder, disjointed management of management departments, and inflated drug prices caused by vicious competition. This is the current pharmaceutical market environment. Changing the current situation is not only a problem for the competent authorities, but also for pharmaceutical companies to break out of this vicious circle. difficult problem.

2) Pharmaceutical competitive environment under the WTO

With my country’s accession to the WTO, the pharmaceutical industry has further opened up, and some large international pharmaceutical companies and large commercial circulation companies have entered. Our country's pharmaceutical companies have entered a period of integration. Some domestic pharmaceutical companies used to mainly imitate drugs. Due to the efficacy of the drugs and intellectual property issues, their competitiveness will be greatly reduced. The previous sales model of foreign companies through agents will also change, which will eventually affect the entire pharmaceutical industry. environment.

3) The impact of national pharmaceutical policies and medical reforms on the pharmaceutical market environment

On September 30, the pharmaceutical industry’s anti-commercial bribery self-examination and self-correction ended, and the Ministry of Health is stepping up its efforts to formulate commercial bribery regulations. scope, further clarify the boundaries between bribery and normal commercial sponsorship, and formulate standards and detailed rules on how to prevent and control borderline bribery. Preventing and controlling commercial bribery in the pharmaceutical industry will become a norm, the era of gold sales is coming to an end, and the era of professional marketing has arrived. The National Development and Reform Commission's "Guiding Opinions on the Development of the Pharmaceutical Industry in the Eleventh Five-Year Plan" was promulgated, giving a five-year timetable for medical reform, fundamentally changing "supporting medicine with medicine", establishing a prescription system open to social pharmacies, and accelerating the progress of medical separation. Implementing a three-tier medical insurance system will have a fundamental impact on the prescription drug sales model.

2. Basic competitive strategies of pharmaceutical companies in the current pharmaceutical environment

1) Form a cost-based market competitive advantage

First strengthen your own company Internal management can not only produce benefits but also improve efficiency and reduce costs. Management content includes production management, personnel, marketing, finance, etc. The key is to adopt a management model suitable for the company's own situation in order to truly produce benefits and reduce costs. operating costs. Secondly, increase investment in research and development, develop some drugs with special clinical efficacy, apply for patents, take advantage of its irreplaceability, obtain relatively high profits, and reuse the profits to expand the overall range of varieties of the same quality from other manufacturers. scale, thereby further reducing operating costs and improving the competitive advantage of the entire enterprise in the market.

2) Form a competitive advantage based on intangible resources

In today’s increasingly fierce competitive environment, intangible resources are even more important. High quality and low prices win the bidding, and the brand It is a hegemony, a series of memories, and the brand has a strong suggestive effect. Pharmaceutical companies are the same as other consumer goods. Good brands sell well, especially in OTC drug sales. If pharmaceutical companies want to obtain a brand, they must first strengthen their research and development capabilities and develop drugs with special curative effects. This is the most important and core capability for the company's survival and development, and gain the trust of clinicians on prescription drugs. Secondly, strengthen the company's management capabilities to improve the professional level of professional promotion personnel, which invisibly establishes the company's brand awareness. Third, to establish an overall marketing concept, companies must effectively establish the fundamental business concept of relieving patients from the pain of disease, starting with the end customer rather than the production process. Only with a good marketing strategy can one establish its own good reputation. Image brand.

3. Marketing strategies of pharmaceutical companies under the new situation

The formulation process of pharmaceutical marketing strategies is a process of identifying, selecting and developing market opportunities, and completing corporate tasks and goals. Specific marketing There are many methods and methods, the focus includes pharmaceutical market segmentation strategy, pharmaceutical market competition strategy, pharmaceutical market development strategy and pharmaceutical marketing mix strategy.

1. Market segmentation marketing strategy, by identifying consumer groups with different types of consumer needs and desires, divides the entire market into several sub-markets and sub-markets. The purpose is to find the most beneficial market segments for the enterprise in the large market, select the most effective target market, and formulate the most effective marketing strategy, which will help the enterprise combine its own expertise with the characteristics of the market segments and concentrate limited resources. , operating drugs that are vacant in the market, thereby achieving economic benefits, and at the same time, it is also conducive to enterprises to continuously adjust their marketing strategies.

2. Market competition strategy for pharmaceuticals. When pharmaceutical companies formulate marketing strategies, they must not only segment the market to cater to the needs of target customers, but also target competitors who serve the same target customers in order to be able to Make enterprises in an invincible position in the competition. Market competition strategy is an organic combination of corporate goals determined by an enterprise for its own survival and development, maintaining or developing its strength and position in competition, and various strategies to achieve the goals. To formulate a market competition strategy, you must first clarify your competitive position, determine what kind of competitor you are based on the market structure, and then adopt different strategies. Secondly, we must use the aspects of drug use value, drug price, research and development technology, service, and time to explore the competitive advantages that suit us.

3. Drug market development strategy. While pharmaceutical companies select target markets and formulate market strategies, they must also study and formulate drug market development strategies, that is, companies expand reproduction, develop markets, and develop business strategies. First of all, It is necessary to carefully determine the current business and product status of the company, evaluate and analyze the strategic profit potential of multiple businesses and products, and use limited resources to develop businesses and products with good economic benefits. Secondly, strategies are determined through evaluation, and some businesses are abandoned and eliminated. Therefore, it is necessary to develop new businesses, new products, explore new markets, and formulate new business development strategies for enterprises.

Finally, after the company determines the target market and formulates the corresponding competition strategy and market development strategy, another decision-making task faced is to start from the needs of the target market and based on the needs of the internal conditions and external environment. , to formulate a reasonable overall marketing mix composed of marketing mix for the enterprise.

4. Pharmaceutical marketing mix strategy means that enterprises comprehensively use their controllable marketing methods and combine them to achieve marketing effects, using 4PS (product, price, distribution channel, promotion) and Controllable marketing methods such as 4PS (customer needs and desires, customer cost, convenience, communication). However, the marketing mix is ??affected and restricted by many uncontrollable external marketing environments, especially the objective environment. For example, the current aging of the population, the introduction of a series of national laws, regulations and health reform policies, the WTO, the integration of economic globalization, etc., companies should closely monitor the trends of the macro environment and adjust their marketing mix to adapt to the external environment, so that companies can take the initiative. , the key to success and development. Enterprises should be good at adapting these controllable factors to uncontrollable factors.

IV. Drug Marketing Mix 4PS Plan

1. Drug variety plan is an important part of drug marketing. Drugs should be an overall concept, and at the same time, a high-quality image of drugs must be established. concept. The drug variety plan requires companies to pay attention to the different stages of the life cycle of the drugs they produce and adopt different competitive strategies. At the same time, they must focus on new product development and constantly update products. Foreign-funded companies rely on their new product research and development technology to dominate the pharmaceutical market.

2. The pricing plan of drugs. Drug prices are currently a very sensitive issue and the focus of medical reform. With the current bidding prices, price increases, and the impact of affordable large pharmacies, the pricing plan of drugs is particularly important. , the tariffs on some imported drugs will be further reduced under the WTO, which will inevitably cause the price reduction of imported drugs to have a huge impact on some domestic generic drugs. Some moderately priced and effective drugs will have a catastrophic impact on domestic generics, so in the new era In this environment, it is particularly important for pharmaceutical companies to consider the pricing of their products.

3. Drug distribution channel plan. The long-term marketing model of domestic pharmaceutical companies has made pharmaceutical companies highly dependent on channels. Pharmaceutical companies need to establish stable pharmaceutical distribution channels.

4. Drug promotion plan. With the introduction of the country’s new pharmaceutical policy, pharmaceutical companies must introduce healthy promotion models in new forms. The new marketing mechanism can be further strengthened in the following aspects: Marketing:

1) Abandon the previous model of hard work fees, advertising fees, promotion fees, prescription fees, etc. for doctors, adhere to customer service orientation, accelerate product research and development and brand cultivation, and re-integrate sales channel.

2) Promotion can be carried out through academic promotion meetings. Academic promotion sales mainly refers to the use of academic publicity and academic activities to promote sales in the pharmaceutical sales process. This sales model has a great impact on enterprises and business personnel. The requirements are relatively high and require companies to have a complete academic network. Sales personnel with very professional knowledge are currently used more in foreign-funded enterprises. In the academic sales process, if you do not have a good grasp, commercial bribery may also be involved. Academic sales is a recognized method in all aspects of current sales.

3) Advertising drives the OTC market. Judging from the growth rate of the OTC market in recent years, the OTC market accounts for half of the country. The OTC market is one of the main battlefields for future competition, and the marketing in this market is quite different from hospital sales, which more reflects the exclusive nature of pharmaceutical marketing and uses ultra-large-scale brand advertising investment to drive pharmaceutical consumption.

4) Digital marketing can be carried out. The development of the IT industry and the application of e-commerce have injected new vitality into marketing. Online drug transactions have begun to become a reality. Using e-commerce to speed up the entire pharmaceutical industry has an incomparable effect. With strong advantages, it can save expenses but produce greater benefits. The use of online surveys can collect customer preferences and purchasing methods, and serve them better, thus reflecting the characteristics of the personalized marketing era.

5. Summary

Faced with the new pharmaceutical situation, pharmaceutical companies should keep track of changes in national policies, increase their own hardware and software transformation work, and pay attention to financial price adjustment strategies. In product development, we need to adjust target customers, change the traditional gold promotion method, pay attention to our own brand development strategy, pay attention to market development, and adopt correct competitive strategies. We should take recent years as market opportunities. After the entire pharmaceutical industry has undergone major integration, who will Whoever seizes the opportunity will eventually gain a firm foothold in the market, adopt the correct competitive strategy in response to environmental changes, and continue to innovate is the magic weapon to win. Some pharmaceutical sales plans 2

1. SWOT analysis

(1) Opportunity analysis

The pace of modern life is accelerating, the mind is tense, the pressure is high, and excessive drinking is common , smoking, air conditioning, long-term lack of outdoor exercise and other factors, causing people's immune function to be disordered and resistance reduced. Immune function is an important physiological function of the human body. Immunological dysfunction will cause physical weakness and reduced ability to resist diseases. Therefore, some People will get colds, headaches, and coughs repeatedly. In today's harsh environment, influenza infections sometimes occur, and people with weak immunity are more susceptible to infection. This shows that this kind of pure natural Chinese herbal cold capsules have a broad market prospect. Most cold medicines have side effects, such as allergies, which not only cause harm to the human body, but also treat the symptoms rather than the root cause, while minimizing the chance of infection.

(2) Product advantages

Lianhua Qingwen Capsules have good anti-inflammatory, anti-viral, and immune-improving effects. Compared with similar products, its product advantages are obvious: 1. High stability and low incidence of allergic reactions 2. It has the effect of improving the body’s immunity and has a wider range of clinical applications.

(3) Disadvantage analysis

Unique product advantages and The good market prospects have led to a large number of cold medicine manufacturers, and competition has become increasingly fierce. However, there are already strong brands of pure natural Chinese herbal cold medicines on the market, such as 999 Cold Medicine Granules. Therefore, Lianhua Qingwen Capsules still need to solve the following problems:

1. Insufficient brand awareness

2. Unreasonable product pricing

3. Packaging design No features

4. Marketing channels are not smooth

In order to have a good sales prospect for this product, the first problem is to solve the product's popularity, integrate the product's advantages, and speed up the product's market Visibility, cultivation and market development.

(4) Risk analysis

As a proprietary Chinese medicine, Lianhua Qingwen Capsule still has some unclear taboos and side effects.

2. Drug marketing mix 4P plan

1. Drug variety plan is an important content in drug marketing. Drugs should be an overall concept, and at the same time, a high-quality drug must be established. concepts to ensure the quality of Lianhua Qingwen Capsules.

2. The pricing plan of drugs. Drug prices are currently a very sensitive issue. The impact of affordable large pharmacies on the pricing plan of drugs is particularly important. In the new environment, Lianhua Qingwen Capsules should be given more full consideration. The pricing of our own products makes the prices more affordable to the people.

3. Drug distribution channel plan. The long-term marketing model of domestic pharmaceutical companies has made pharmaceutical companies highly dependent on channels. Yiling Pharmaceutical needs to establish stable pharmaceutical distribution channels to provide Lianhua Qing Wen Capsule further develops distribution channels for private pharmacies.

4. Drug promotion plan. With the introduction of the country’s new pharmaceutical policy, Lianhua Qingwen Capsules must introduce healthy promotion models and new marketing mechanisms in new forms.

3. Marketing plan

1) Give up the previous model of hard work fees, advertising fees, promotion fees, prescription fees, etc. for doctors, adhere to customer service orientation, and accelerate products R&D and brand cultivation, and re-integration of sales channels.

2) Promotion can be carried out through academic promotion meetings. Academic promotion and sales mainly refer to the use of academic publicity and academic activities to promote sales in the pharmaceutical sales process.

3) Advertising drives the OTC market. Judging from the growth rate of the OTC market in recent years, the OTC market accounts for half of the country. The OTC market is one of the main battlefields for future competition, and the marketing in this market is quite different from hospital sales, which more reflects the exclusive nature of pharmaceutical marketing and uses ultra-large-scale brand advertising investment to drive pharmaceutical consumption.

4) Digital marketing can be carried out, and e-commerce can be used to speed up the online sales of Lianhua Qingwen Capsules. At the same time, it can save expenses and produce greater benefits. Online surveys can be used to collect customer preferences and Purchase methods can also better serve them, thus reflecting the characteristics of the personalized marketing era.

IV. Marketing Strategy

(1) Market Segmentation

With the different levels of consumers, drug consumers can also be divided into different categories. levels, such as ordinary consumers, high-end consumers, and VIP consumers.

(2) Target market selection

In modern society, the immunity of children and the elderly is generally very low, and young people are more likely to suffer from inflammation, so the target market selection For children, the elderly and those suffering from inflammation. Promote sales, in order to increase market share and brand awareness, and establish a strong brand in the industry. If you want to increase market share and brand awareness, you must do the following two things:

1. To form a cost-based market competitive advantage, you must first strengthen your own internal management. Management can not only produce benefits but also improve Efficiency reduces costs. Management content includes production management, personnel, marketing, finance, etc. The key is to adopt a management model suitable for the company's own situation to truly achieve benefits and reduce operating costs. Secondly, increase investment in research and development, develop some drugs with special clinical efficacy, apply for patents, take advantage of its irreplaceability, obtain relatively high profits, and reuse the profits to expand the overall range of varieties of the same quality from other manufacturers. scale, thereby further reducing operating costs and improving the competitive advantage of the entire enterprise in the market.

2. Form a competitive advantage based on intangible resources

First, in today’s increasingly fierce competitive environment, intangible resources are more important, and high quality and low prices are crucial in bidding. Win, the brand is a hegemony, a series of memories, the brand has a strong suggestive effect. Pharmaceutical companies are the same as other consumer goods. Good brands sell well, especially in OTC drug sales. If pharmaceutical companies want to obtain a brand, they must first strengthen their research and development capabilities and develop drugs with special curative effects. This is the most important and core capability for the company's survival and development, and gain the trust of clinicians on prescription drugs. Second, strengthen the company's management capabilities to improve the professional level of professional promotion personnel, which invisibly establishes the company's brand awareness. Third, to establish an overall marketing concept, companies must effectively establish the fundamental business concept of relieving patients from the pain of disease, starting with the end customer rather than the production process. Only with a good marketing strategy can one establish its own good reputation. Image brand.

(3) Market positioning

1. Main functions of the product

Lianhua Qingwen capsule is a kind of medicine with good anti-inflammatory, anti-viral and anti-inflammatory properties. The immune function of the body can treat colds caused by internal heat or cold without side effects, and can reduce the infection rate of the disease.

2. This product has obvious advantages compared with similar products

(1) High stability and low incidence of allergic reactions;

( 2), has the effect of improving the body's immunity. < /p>

1. Emphasize the obvious advantages of this product, such as being pure and natural. Most of the current medicines are added with drugs that have side effects on the human body, but this medicine does not contain such drugs that have side effects on the human body

2. Emphasize the ability to improve the body’s immunity. 3. Improve the attractiveness of products through packaging. The attractiveness of packaging is also very large, and it is also one of the ways to increase sales.

(2) Price strategy

1. Cost-oriented pricing: reasonable pricing based on product cost. 2. Competition orientation: Set the price of a product based on the price characteristics of competing products. 3. Customer-oriented pricing:

Set the price of the product based on market research questionnaires.

(3) Distribution channel strategy

Sales are carried out through hospitals, pharmacies, online direct sales, TV and other channels. Channel sales partners are divided into two categories: First, distribution management customers , is our key partner. Second, engineering customers are our basic customers.

(4) Promotional strategies

1. We can promote through promotional activities in pharmacies, using media, the Internet and other modes.

2. Can cultivate a group of good customers and establish a good social network.

3. Build a good marketing team.

4. Integrate various local resources and establish a complete sales network.

5. Strengthen the management of the sales team: implement the three-A management system, use competition and incentive factors, hold regular sales meetings, establish long-term development ideas, and combine use and training.

6. Flexibly plan some sales promotion activities based on market conditions and competitors’ sales promotion activities. The theme idea is to avoid its advantages and attack its disadvantages, and focus on planning and execution based on the company's product advantages and resource advantages.

VI. Summary

Through the above solutions, the brand awareness of the drug can be improved, the sales of Lianhua Qingwen Capsules can be promoted, and a larger market can be occupied. Some drug sales plans 3

1. The current pharmaceutical market situation

At present, the whole country is undergoing a rectification stage in the pharmaceutical industry, but it is only a beginning stage, so it is still Without specific rules and regulations, the market is too messy. We need to make the existing enterprise bigger and stronger before rectification, so that we can keep a foothold in the trend of the industry.

Now, there are many pharmaceutical companies and retail companies in various regions, but we should have a clear development direction. Nowadays, pharmaceutical companies are not very enthusiastic about new products. However, the varieties sold on the market are selling very well. But there is a characteristic that either the varieties used in hospitals are good, or the prices of similar varieties are extremely low, so as to stabilize the market. Capture most of the market share.

Nowadays, the disadvantage of the pharmaceutical industry is that the prices of similar and same types of drugs on the market are relatively confusing. There is no unified sales price in each region. The same is the sales price of each manufacturer in each region of Yanhuning. But it is inconsistent, which has a great impact on the sales work in adjacent areas. Some originally loyal customers have lost confidence, recognition and dependence on the company.

In the past, various regions were interspersed with each other to do their own business. Salesmen did not know the sales situation of the connected regions very well, which would inevitably have an impact on their own or other people's sales regions. In terms of the sales price of drugs, under the same proportion conditions, profit and sales volume are directly proportional, that is to say, sales volume and profit are closely related.

Second year work plan

To sum up this year, it can be said that it is my own learning stage. It was x and he who gave me this opportunity. Everyone in my unit regards me as a My little brother, you have given me a lot of love. I would like to say thank you here.

Since I started doing business, I have been responsible for areas x and x. It can be said that x and x have given me these two very good sales areas and have great expectations for me. Quite a test. I learned a lot during this process. Including the way I talk and behave with customers, my eloquence has been exercised and my courage has been greatly improved.

It can be said that I was not very satisfied with myself during this year. First of all, I failed to create a lot of profits for the company. Secondly, I failed to convince my customers of myself. There are some The customers were not well maintained, and they did not have a thorough understanding of the market and failed to grasp market information in a timely manner. These are the first things I want to improve in my work this year.

This year is a new beginning. Since x has handed over the five major sales areas of x, x, x, and x into my hands, it can be seen that x and x have made great determination. Because these areas are our base areas. It has laid a solid foundation for the development of our company.

3. The following are my thoughts on my work in the next year:

1. For old customers and fixed customers, we must keep in touch frequently, and when time and conditions permit, , send some small gifts or entertain customers to stabilize the relationship with customers.

2. While having old customers, we must continue to obtain more customer information from various media, including basic information about the cargo terminal.

3. To achieve good results, you must strengthen business learning, broaden your horizons, enrich knowledge, adopt diversified forms, and combine business learning with communication skills.

IV. Comprehensive situation of each region

1.

There are many commercial companies in the Regarding customer resources, existing commercial companies belong to the first category of customers, larger individuals belong to the second category of customers, and individual clinics belong to the third category of customers. Commercial companies among these types of customers still need strong help from x.

Help me maintain these customer resources and transfer them bit by bit.

2.

In addition to a few businesses, there are also some individuals among the existing customers in the region. In the field of personal medicine, each region has not developed a large number of medicine-making individuals. , these small customers can actually create considerable profits for us. I should often look for new customer resources at local cargo terminals, pharmacies, etc., and strive to have more than 100 customer resources in each region.

The 3x area is relatively close to Shenyang, and the price of goods is relatively low. Only through frequent communication with old customers can we know the current price of goods. Only in this way can we continue to attract old customers. When developing new customers, we should start with the varieties that have advantages, such as x, and noodles. Also, local commercial companies must pay close attention and keep a close watch.

4.

I have never understood the region very well, but I learned from the side that the region is the most difficult area to do, but it is also a big enough challenge. There is a lot of commerce, but very little is accomplished. This is a great regret. You must do more of these businesses during this year in order to add more fresh blood to your area.

5.

It belongs to the x area. There are some varieties in this area that require special attention because it belongs to the x variety, but I will do my best to develop new customer resources. , although this area is said to be difficult to run, I must win it. There is no wall that cannot be climbed, and there is no wall that cannot be walked through.

Based on the above ideas, the following are my requirements for myself this year:

1. Add at least 15 new customers every month, and 5 to 10 potential customers. client.

2. Make a summary every month to see what mistakes you have made at work, and correct them in time so as not to make them again next time. And communicate with the back office in a timely manner to obtain the latest situation and policy support of the unit.

3. Before meeting the customer, you need to know more about the customer's status and needs. Only by making preparations can you avoid losing this customer.

4. We must have a good working attitude towards all customers, but we must not be humble when it comes to the unreasonable demands made by some customers. To establish a good corporate image for the company.

5. When customers encounter problems, they cannot ignore them and must do their best to help them solve them. We must first be a person before doing things, and let customers believe in our work strength, so that we can complete the task better.

6. Have enough confidence in the company and yourself. Have a healthy, optimistic and positive work attitude, so that you can better complete the tasks throughout the year.

7. Communicate with other regional business and back-office staff, and have a sense of teamwork, so that you can better understand the latest product conditions and their methods. In order to continuously develop business skills.

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