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杨昌顺

致力于发展领先的创伤护理医疗器械公司

 
 
 

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S & P drug companies: the brand is king  

2008-12-14 12:30:43|  分类: 医药营销与管理 |  标签: |举报 |字号 订阅

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S & P drug companies: the brand isking 
charlsen


    S & P drug in the OTC, the third terminal of thetragic price of war has given way to manufacturing enterprises willbecome "porter", a few non-profitable, but at least it can tosupport workers, factory equipment can also be depreciation,interest on bank can be returned, businesses also There is hope,but in order to standardize the medical system, to strengthen theconcentration of the pharmaceutical industry has become anirresistible trend of medical reform "tender point" idea is alreadyevident, as S & P drug manufacturers, particularlythose with no end ranks, there is no brand, there is no strongvarieties , Policy affairs of the weak capacity of small and mediumenterprises, is bound to the survival of a large number of aproblem, how to face the crisis, is facing the managers of theseenterprises need to address the issues before us.

    The need to solve the problem: the product could not essentialdrugs list, can not be fixed manufacturing enterprises how to do?Or did not focus on the procurement list of the products of theenterprise how to do? 

    【Response】 

    1. Organization of tune with the policy: the enterprise must set upa "policy matters" or marketing to enhance the status of a clearmarket "policy matters" functions, reporting directly to thegeneral manager, with qualified personnel, a clear assessmentreward and punishment mechanism So that enterprises have specialstaff to study medicine national policy, and key governmentdepartments to establish channels of communication, when necessaryto issue the voice of the business, to attract more conducive tobusiness survival. In recent years, many companies will bemarketing or marketing centers located in Beijing, thismeans.

    2. Set strategy, brand education: even failed to make essentialdrugs list of essential drugs, or become a fixed-point production,medicine & P companies in the OTC market, or atleast have a chance, to start thinking OTC operation of the system.Enterprises can do some basic work, for example, to determine thebrand name, do a good job of trademark registration and protectionof registered trademarks and corporate name of unity, and so on,may wish to cooperate with the professional consulting firm.Brand-building in the early attention should be spread mainlyregional, made a strong regional brand, with successful experienceto do to further expand the region should not be unduly ambitiousand easy, "a woman who also lost soldiers break."

    3. Rationale: a selection of one or more products, product linefocused on the development of the brand through the spread ofhigh-margin products to enhance sales and reduce low-margin productsales, first of all, do not cut off high-margin, also ranked bysales after Products, complemented by an effective incentivepolicies, improve the overall quality of the sales.

    4. Latin America team, Shen channels: S & P drugcompanies must end teams, have to sink channels, pay attention toseveral points:

    ① region: enterprise choose the location and the surrounding areas,the first year that there should be 1 to 6 months, no more than 8,according to the leader of the ability and resources toenterprises, so the lowest cost management, cost controlinputs.

    ② channels: In accordance with the choice of productcharacteristics and the OTC hospital because of the city of Cape isthe drug, OTC channels may be more appropriate if there is a goodspecies, can also choose the hospital channels. In a certainregion, the initial choice of the number of pharmacies should notbe too many terminals, anti-gun free, non-selective, should besufficient research, sales of large choice of qualityTerminal.

    ③ leader: New Terminal Management System would certainly give riseto the original system and the various non-conforming, theleadership team must have a successful management team'sexperience, his tenacity, open-minded, honest and trustworthy, beable to resolve the conflict artistry.

    ④ constitute a team: the best ratio is 20% of the enterprise, 40percent of university students, business location of the mature 40%of sales, regional manager of the best business location in therecruitment, development of this market and the volume on the mostefficient, easy to manage.

    ⑤ goal: hospital sources in the early goal should not be too highto allow the first year of the loss, allowing the second year offlat earnings for the third year, after the companies hope to see;OTC channels as long as it is properly managed, with appropriatecommunication, sales Should be increased, and the first year ofprofit can not be expected to increase in the number of the nextyear to reduce advertising and sales continue to increase, a sharpgrowth in profits.

    ⑥ the protection of the market: regional terminals in operation, ifnot to protect the market, foreign goods from moving, and they donot properly handle the entire terminal operation system is on theverge of death. Therefore it is necessary to start a business andtake all measures to prevent Cuanhuo strictly control the flow ofgoods and the market price of the tender price.

    ⑦ training: to gradually build a training system, by the beginningof the marketing and sales manager, division manager for part-timetraining, complemented by external training system, training,marketing, building a regular army contingent to enhance combateffectiveness.

   5. Quality control,research and development efforts: R & D work in amultitude of things, to the outsourcing of outsourcing, drug& P companies can not begin screening compoundsfrom the research and development, is more cooperation and thepurchase of documents, it is necessary to strengthen R& D institutions Co-operation. Conditionspermitting, corporate mergers and acquisitions of products can begood for some small enterprises, scientific research anddevelopment incentives, building a system to allow marketing, salesdepartment to participate fully in the research and developmentwork.

    6. Through the brain: drugs & P companies due tolow pay, it is often difficult to attract talented people to joinsuch a vicious cycle, the company will not raise. Therefore,enterprises may wish to make a determined effort at "originalcapital" and some of the best medical specialized consultingcompany to help them sort out their systems and upgrade strategies,brands, products, organizations, research and other work forcompanies to make new Planning. After the initial run-in project,if the feeling is good advice, but also for the development of itsown marketing consultancy. Consultants should be the choice ofmulti-comparison should not be introduced or acquaintance with theimpression that the best consulting firms in many industries havetheir own resources can be used for business. (YangChangshun)

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