With the introduction of measures such as anti-corruption and separation of medicines for pharmaceutical companies, pharmaceutical companies have passed the golden age of China. Under the premise that local governments further strictly control medical representatives to enter the hospital, pharmaceutical companies are also changing their marketing ideas, but nothing more than the following: through layoffs control spending, compliance, cross-marketing and academic methods to promote The communication between the pharmaceutical company and the doctor. This year, many pharmaceutical companies no longer recruit medical representatives, but instead become academic commissioners. These academic commissioners not only engage in online activities, but also transfer product academic education and academic conferences online, and improve market performance through the Internet.
These methods may provide performance boosts in the short term, but in the long run, these methods are still product thinking, lack of service awareness, and will still face great challenges in future competition. With the reform of the medical system, the main profit model of the hospital in the future is no longer the sales of drugs, but the service costs. To get the favor of doctors and patients, drugs must have a good price/performance ratio. This means that to gain a competitive advantage, pharmaceutical companies need not only rely on the efficacy of drugs, but also provide more services to stick to users. Specifically, in the process of drug sales, pharmaceutical companies should be able to provide supporting services so that patients can have more recognition of drugs.
How will the marketing channels of pharmaceutical companies be restructured?
First, with the development of mobile medical care , the marketing of pharmaceutical companies has also brought about new changes. Some pharmaceutical companies have begun to purchase related mobile medical services in order to ensure the efficacy of their drugs. By providing related services, pharmaceutical companies hope that users can purchase their drugs for a long time, thus ensuring their market share. Especially in some areas of chronic diseases, the services purchased by pharmaceutical companies have played a certain role. The back-end service can effectively control the development of the disease. Although on the surface, the number of drugs sold by the drug company is reduced, it can be more effective to spread the market share after obtaining the user's word of mouth.
Second, pharmaceutical companies need to change their offline channels, especially for retail pharmacies. There is already a DTP (DirecttoPatient) mode in foreign countries. The advantage of the DTP model is that the pharmaceutical company entrusts the product to the drug delivery room. The pharmacy acts as an agent in some areas to sell these products, eliminating the intermediate links and facilitating drug safety control and cost control. With the participation of domestic retail pharmacies in the development of telemedicine , the advantages of this model are very obvious. The patient can complete the entire process from the consultation to the acquisition of the drug at the pharmacy. Pharmacies will become a very important part of pharmaceutical marketing.
Third, with the development of mobile medical care, the marketing of pharmaceutical companies will also gain new channels. Through advertising on the electronic medical record system, pharmaceutical companies can more easily influence the doctor's decision after the doctor makes a diagnosis. The domestic doctor exchange community like clove garden is also favored by pharmaceutical companies. But the biggest problem in the doctor community is that it's just a marketing channel, and it doesn't provide any services for doctors. The electronic medical record system itself is an indispensable assistant for doctors as a software-based service, and its effectiveness is much higher than that of the doctor community.
Through the above various innovation channels, pharmaceutical companies will promote their development more effectively than products. Attracting users through services not only increases sales, but also actually implements user management. Through the mobile medical service, pharmaceutical companies can directly understand what their users' feedback on the product is, and no longer need to obtain it through indirect channels. This will also promote the big data provided by pharmaceutical companies for drug research and development and optimization. stand by.
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