Classic medicine marketing: follow the brand to benefit everyone

Many companies have always been unable to grasp the selling point of product sales promotion, even if increase sales staff, adjust product sales policies, increase promotional efforts, the effect is still not obvious. Q always suffered a headache: A drug company has nearly 100 varieties of approvals, there are several exclusive varieties and exclusive formulations, production of more than 30 conventional varieties, there are 78 varieties of bulk sales, sales can be over There is no single species of 30 million yuan.

Friends in the industry recommended marketing experts to Q to serve as marketing consultants and planners. The root cause of the total diagnosis of A drug companies is that there is no main attack direction. It is proposed that “it is better to attack the respiratory system with its full range of attacks,” and “to follow the brand and benefit everyone” to screen for the treatment of pharyngitis and chronic obstructive pulmonary emphysema. In terms of variety, comprehensive packaging and planning, using the convenience of the exact same name and similar name, we stared at two well-known brands in China. As a targeted product, we proposed the “original R&D” and “drug-free” varieties. Characteristics, the use of Rangli gifts close to the ground and other forms of pulling to compete for species differentiation.

In specific operations, the business model of free-to-market distribution is implemented to reduce the risk of commercial companies. Borrow commercial company channels and fully enter the second terminal and the third terminal. Regional staff deployment uses 2 people 1 city or 1 person 2 counties, the implementation of fixed-point promotions and unified management. Policy subdivision of promotional products, recommendation of commercial company bill collectors and distribution of salespersons, given a certain policy inclination, fully mobilize the enthusiasm of both.

The main clerk of the company's sales staff focuses on the promotion and maintenance of promotional products. In pharmacies and clinics where goods have been distributed, patiently compares with the brand variety, analyzes the differences, finds the selling points of their own species, and obtains the clerk and customer. Goodwill and trust in variety, from passively accepting products to actively identifying and enjoying products. The counter where the variety is located is the focus of promotion. From the placement of the variety to the posting of promotional materials, from the training of the clerk to the promotion policy, all are the scope of work of the clerk of the company. Variety propaganda should not only highlight the advantages of its own varieties, but also can not arbitrarily belittle the brand variety, it is the credibility of people's home time and efficacy in exchange for, which is not the person who can turn over the mouth, which is the moral bottom line of competition.

Of course, all sales are based on the efficacy of the variety. Regardless of brand varieties or brands that are close to the brand as the market, their vitality is to relieve pain and health for patients. Only in this way can they be recognized by patients and consumers. Because pharmacies are different from hospitals, the right to buy drugs is in the hands of patients and customers. If the efficacy of the drug is not as advertised as the manual and the manufacturer's salesman, even if the policy is no better, more ads, it can only be a one-shouldered deal, and retired customers.

Therefore, companies must put the quality and efficacy of their products first. Only in this way can they stand out in the competition with brand varieties through certain promotion methods and means. Otherwise, it is to stare at the targeted species, make every effort, or return without success, or temporarily stranded in pharmacies, can not escape the fate of being abandoned. Keeping a close eye on targeted sales is just a form of representation, and it's just a marketing model. To realize the good wishes of “Go with the brand and benefit everyone”, we must practice the internal strength of the product itself. The stable quality and exact curative effect are the basis for the variety to be based on the market.