Advocate "Activity marketing" to be ready: terminal is king

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Everyone do SEO optimization friends know that website optimization strategy mentioned a content for the concept of Wang, since it is a strategy, then and network marketing, since it is Network marketing, the details of the end of the marketing approach to medicine, and recently also engaged in a hot medical video investment network projects, so, There is still a need to know more about this information. The day before yesterday in Webmaster Net wrote an article "advocated so many activities marketing: Dare to ask where the road" article, yesterday has a sigh about the industry analysis of the topic: "Through the operation of pharmaceutical marketing to see the campaign marketing planning and implementation", today continue to collect some relevant information, here also take out everyone to observe each other, Is there any better plan for everyone to take out the sun.

Chapter I marketing of medical terminal relationship

(i), end of marketing work content outline

1, the meaning of medical terminal

Broadly speaking, pharmaceutical marketing terminals should include commercial terminals (pharmaceutical companies, agents, distributors, etc.), retail terminals (hospitals, pharmacies, clinics, family planning systems, such as retail venues) and consumer terminals.

The narrow terminal refers to the retail end, retail scene, refers to the place where goods and consumers meet directly, to achieve the exchange of goods and money place, is the customer, merchandise, money three elements of the junction, is the intermediary place to sell: Stop access to all links, terminal is the final battle of the enterprise sales.

2, medical health care products Terminal type

• Site Classification:

1, all types of retail pharmacies: (Chain, state-owned, collective, shares, individual pharmacies)

2, all kinds of hospitals at all levels (such as People's Hospital, MCH, other levels of hospitals)

3. Individual clinics or community hospital clinics

4, shopping malls and hotels medicine cabinet

5, enterprises and institutions of health room

6, family planning system drug market

7, entertainment, (male disease, gynecological drug market)

8, sanatorium, etc.

• Functional classification: Can be divided into hard terminals and soft terminals

Hard terminal: Refers to the implementation of a period of time will not change the facilities or items, is generally outdoor advertising or point of sale pop,

Soft Terminal: Refers to the retail establishments for the work of employees,

Work target: Pharmacy Manager or boss, counter director or group leader, pharmacist, salesperson, Zuotang doctor, etc. In the hospital there are doctors, nurses, pharmacy leaders, deans and so on.

The key to the work is to do a good job of communication and communications.

3, the characteristics of retail terminals

A, with the sale of medical:

The drug sales process contains diagnosis and treatment, the assistant to the customer in the process of self-diagnosis to properly and accurately recommend and sell drugs, of course, if the salesperson can understand some medicine, can further help patients diagnosed with the disease, should choose what medicine most suitable, most can deal.

B, self-diagnosis and purchase

That the patient knows what his illness is, or repeat the purchase of a drug, it is ultimately the patient decided to buy what medicine, at this time, the role of the salesperson is more important, can persuade customers to change the brand to buy our products, one to see whether the salesperson to our products understand, trust, two to see whether they are willing to recommend to patients.

C, customer heavy utility and heavy light price

Drugs are priceless, the first consideration is the effect of medicine, the effect of good is not only the price of expensive consumers are willing to buy, after all, life is more important than money.

D, more prospective customers

Enter the pharmacy door kan most have purchase intention, no sick people are generally not into pharmacies, not like the department store shopping mall more people, buy less.

E. Professional knowledge requirements

Require the salesperson to have a certain degree of medical knowledge and identify customer knowledge levels, illnesses, purchasing power capacity.

In short, the end of OTC marketing work content is:

• Let the customer see, Buy, buy music (easy to buy, happy, rest assured), buy good (good looking, easy to pick). So that our products in the terminal has an optimal shelf and space, all kinds of pop ads show eye-catching harmony to improve customer access to our products.

• Let the shop assistants sell (the goods are displayed in place), sell the music (willing to try to sell), good selling (know how to sell), our products have confidence, willing to recommend, willing to recommend, will recommend our products, improve the terminal and the loyalty of employees, timely feedback market information, to become the nerve endings of enterprises.

(ii) General contents of terminal work

1, Product shop Head work: cargo management

A, Shop goods: Shop (the respective jurisdiction of the retail establishments first a carpet-type visit, the selection of potential, good reputation, dot optimization) is to put the product into the retail point.

The way to shop goods:

(1) Visit the direct shop, such as the manufacturer's representative to the terminal retail premises for direct visit, or follow the dealer along the scheduled route visit,

Explain the sales policy and put the listed products into retail outlets.

(2) Fair (or Product promotion meeting): By inviting the retail Point manager, the procurement staff to focus meetings to achieve their understanding of products,

Understand the policy and accept the purpose of the shop.

The role of the Goods: (1) landing role, through the display to enable consumers to see products, which is to achieve the premise of sales;

(2) The laying of goods is the premise of carrying out advertising campaign;

(3) The shop can master the retail network, so you can master distributors.

(4) The shop is to squeeze goods, so that the retail place will be limited funds and cargo space for the purchase and placement of the company's products, but also reduce the purchase of opponents.

(5) The goods can be sold to the restricted area at a uniform price, and the price can be controlled because of the management and supervision of the OTC representatives.

B, the Tally

Product is the best advertisement.

Display requirements: Centralized display principle, display surface maximization, optimization principle. Strive to display in the most conspicuous places, to strive for in the crowd of places to display, display position to allow customers to be visible, conveniently can be taken.

C, delivery and replenishment

Retail place to go at the speed of goods, when the need to purchase, replenishment of the OTC representative should have several, can not let the retail place off the goods.

2, Information management: Shop Head information dissemination and information collection work

A, shop head all kinds of pop advertising activities

Layout all kinds of pop ads, assist shopkeepers or shop assistants to design and decorate retail venues. Pop should strive for consumers to enter the shop at the first sight, affixed to the art, aesthetic, or in the shop to distribute printed materials, shop head actual display.

B, carry out shop head promotion information dissemination and implementation activities, such as free clinics, Zuotang, counseling, shopping guide, complimentary gifts.

C, information collection and management:

• Consumer buying behavior habits and purchasing psychological characteristics and feedback information on the product.

• Competitor information: Competitor's products, promotions, PR, pop advertising information;

• Retail place operating status and potential, the establishment of retail location files and retail establishments, address, through the goods channel, that is, employees of the manufacturers demand information.

• Product dynamic Sales information, the establishment of product dynamic PIN card, weekly or monthly shipment status, there are no series of goods, fakes.

3. Terminal humanized Management: Relationship marketing work

The key is to do good relationship and communication with practitioners (managers, cabinets, marketers, Zuotang doctors).

• Regular Visits:

Employees can visit, condolences, care, chat, make friends, let the practitioners happy to recommend our products.

When visiting, one should pay attention to the instrument and conversation, neither high nor slovenly, casually.

To the owner of the management consultant, information delivery, delivery and return service, capital, profit and turnover analysis of goods, shop Head placement consultants and other services activities. It is best to make the visit time cycle fixed, so that customers remember your visit time, so that customers have the opportunity to do some of the ability to visit before the preparation work.

• Confident, enthusiastic, polite, thoughtful, smiling introduction products;

• Provide salesperson with several typical local cases, casually can say the patient's name, address, telephone, symptoms kimono After the situation, the Church clerk how to introduce our products;

• Proactively assist in solving some of the things that are within our reach.

• To make the registration card for the pharmacy manager and salesperson, and deepen their emotional communication;

• Giving gifts and deepening feelings;

• Investigate its needs and organize recreational activities and networking activities for the needs of some entertainment organizations

• Note: the needs of individual shopkeepers and managers of state pharmacies are different;

A, the individual shop has two needs

First, the unit product price difference, profit margin of the product to sell, the second is to take the goods fast, turnover of products on the happy sell. But shopkeepers may not allow them to accept the benefits of manufacturers, actively recommend a product, so for pop or too small pharmacies, there is no need to give its additional benefits, as long as the service is in place. The quality of individual clerks is mostly lower.

B, state-owned pharmacy:

They have nothing more than two demands: high income and stable job. But different personnel work content should have the difference: Also depends on is the chain store or is not the chain store, to the manager's work or to the cabinet length, the clerk's work content is different, generally speaking, the state-owned pharmacy, unless the contract sex, its practitioner is more fancy some small interest than individual pharmacy.

Second, terminal marketing work Management

A) OTC Representative Daily Workflow

Work Focus: Customer relationship communication, the establishment of good business cooperation, personal friendship, around the visit to the pharmacy in all aspects of work.

1, the Morning meeting review, report the first day or last week's content work, ask questions, do a good job visiting plan, design visit route;

2, check the necessary items, such as business cards, products, pop promotional materials, documents, small gifts, rags, statements, etc.

3, with the store manager, cabinet leader to communicate product knowledge, sales, explore sales methods, skills, preach sales policy;

4, observe, inquire about inventory volume, sales, repeat the sales policy;

5, Display Management: (1) with the shop assistant or cabinet leader to adjust the display surface;

(2) Finishing shelves, keep products eye-catching, health;

(3) Whether the display of pop is properly positioned, eye-catching, how to adjust;

(4) Does the price tag affect the display surface?

6, understand the competitor's information: Sales policy, promotion strategy, price strategy, the scope of adaptation, sales, etc.

7, to inquire about the needs of the salesperson, give care to help them solve;

8, the appropriate time can help the salesperson work, such as cleaning glass, chairs, shelves, etc.

9, the knot, replenishment, after-sales service and so on.

10, visit the end, goodbye.

Well, the above show I have shared, related to the industry marketing planning information want to have suggestions of friends at any time message, or QQ communication can be. Feel the value of the article might as well hold your mouse gently click Support Abin, thank you!

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