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Answer a newspaper Bribes storm of the marketing reform , relationresult  ;the campaign against commercial bribery is to purify market environment ,against unfair competition ,establish the harmonious order of the industry ,promote the international pharmaceutical industry a big move ,for pharmaceutical enterprises in management, marketing, the impact is significant and far-reaching ,only to grasp the campaign against commercial bribery in the four sense ,the enterprise just has be calm in the face, and to find suitable development way .
A preｓｃｒｉｐｔion drug sales this year ,1 ,the renovation of more than one drug ,hanging net purchase ,price ,anti commercial bribe and a series of measures, pharmaceutical marketing environment is what changes? Answer: pharmaceutical marketing environment is the national related department under the control of multiple means of progressively and normative .
The renovation of more than one drug ,hanging net purchase ,price ,anti commercial bribe greatly suppresses the pharmaceutical product price ,dealers in the circulation channel of medicine in medical institutions of unfair competition ,unfair marketing practices, the purpose is to regulate and reduce the people health care costs to a reasonable level .
In the standard management in the course of normal business affected to varying degrees ,at the same time, this series of measures to bring about changes in simple terms to include several aspects: drug ,medical ,pharmaceutical companies marketing strategy and marketing mode ,product portfolio ,channels ,pricing strategy ,promotion strategy ,service strategy will produce specific changes .
2 ,how do you think at present the enterprise advantage and the challenge that face ?Answer: the company I think is the market ,talent ,product ,capital of four elements ,the enterprises should have four aspects of a reflection ,the deficiency is the biggest challenge that the enterprise faces .
Of course, the resource of the enterprise is relative ,so long as is good at using a particular aspect of resources and the advantages of maximum (i.e. do relative specialization) ,also can be in a succeeding stage .
In 3 ,under the new form of hospital ,preｓｃｒｉｐｔion drug marketing strategy how transition ?( please give specific case ) answer: preｓｃｒｉｐｔion drugs on hospital marketing strategy transformation, preｓｃｒｉｐｔion drug hospital market have different marketing strategies and different ways of marketing .
Accurately speaking ,how transition is how to better adapt to new requirements ,how to reasonably legitimate marketing preｓｃｒｉｐｔion drug issues .In the specification and transition in looking for opportunities ,opportunities for development in the process .
Specific how transition ,according to the marketing environment changes and enterprise develop specific strategies and steps .This is not a detail .4 ,June 12th, the Ministry of Health spokesman said , the normal academic exchanges ,information communication ,not in the special attack of .
What do you think of the academic marketing ?To the enterprise, it what are the advantages and disadvantages ?The implementation has no difficulty ?Answer: Academic marketing is a marketing method ,the so-called normal academic and normal ,just to see what the purpose .
All of the marketing means as long as it is legal to carry out .Academic marketing also has many of his limitations ,you have to engage in academic marketing has no difference in means of marketing ,marketing although is telling the difference ,but if we think that academic marketing is currently the best means of marketing ,may be the difference in the enterprise brand ,public relations ,product and product series ,price policy ,service ,quality and other aspects .
Academic marketing advantage of professional personnel on product knowledge and promote faster ,the disadvantage is early to prepare more higher requirements ,product planning capacity ,requirements of professionals involved in a higher degree .
Approximately estimates ,half of the enterprise to carry out difficult .5 ,please from clinical ,meetings ,staff specifically about how to carry out academic marketing ?Answer: clinical aspects should have a complete set of four multicenter clinical trial scheme ,a set of annual meeting to be the national will ,area ,provincial capital arrangement ,industry annual meeting program ,at the same time, the regional market quarter ,month ,departments have detailed plan and budget .
Personnel should be made product experts recognized ,the establishment of expert consultants ,or product consulting experts ,specialized product manager ,product manager ,product manager ,business personnel ,clinical research associate positions .
6 ,in addition to the academic marketing in hospital ,terminal market ,enterprises need to enhance competitiveness in what aspects ?Answer: This is a company in the hospital terminal market competitiveness problems ,academic marketing is only a means ,I think we should get core competitiveness must strengthen the service and communication ,through product quality and service improvement measures to enhance the visibility and reputation ,at the same time ,consumer education and the enterprise marketing and people the cause of health together ,so as to better enhance the competitiveness .
In 7 ,partial enterprise adjust marketing strategy ,increasing investment in OTC ,you think this attempt, the opportunities and risks in where? Answer: adjust strategy depends on the environment ,but also to see their own conditions .
OTC to the enterprise management level higher, the request for funds is business .Is a resource integration process .If the blind OTC inputs and attempt ,obtained may be more of a risk .
At the same time ,everyone in the blind OTC investment increasing, more dispersed media ,terminal ,the fierce competition, we should be more careful .8 ,businesses create expert Edward de Bono said :the success of any enterprise will be the value of success .
How do you think of the derivative value of marketing ,how to use the terminal ?Answer: first of all, we say that the customer value is the customer expectations from a particular product or service is obtained in a group of interests .
While the total customer cost is assessed in ,access to and use of the product or service by customer expected costs .Among them, total customer value includes product value ,service value ,value and value of image four aspects ;total customer cost includes the value of money ,time ,energy and physical strength cost cost cost four aspects .
The customer to obtain the total benefit from the need to pay the total cost balance ,namely customers real benefits, also known as the net customer value .Value marketing theory from the perspective of consumers comprehensive guide our drug sales work principle and direction .
In the end ,we should combine the theory of 4CS terminal management .  ;two ,OTC 1 ,with gold sales do not do,pandora bijoux boutique, in retail terminal ,how to get the most ?( please illustrate ) answer: with pharmacy pharmacy negotiate as core varieties were first ,with a series of the pharmacy education activities (including academic promotion activity ) ,can carry out the sales contest ,sales integration ,famous quiz ,thematic seminars and other activities for the shop assistant is .
2 ,how do you see the terminal intercept ,brand agents how to crack the terminal intercept sleepy ?Answer: terminal intercept is a means of competition, will long exist .This method is the use of being intercepted a party in the terminal weaknesses for the .
Therefore ,brand agents have brand is one aspect ,in product sales force to the terminal intercept .3 ,a brand of medicine how to build customer loyalty ?Answer: the brand is the enterprise long-term and multidimensional comprehensive accumulated ,a brand name drug to establish customer loyalty is a process ,first of all enterprises must have the good faith, is mainly to consumer credit .
In the customer loyalty on the basis of the establishment of visibility and reputation ,the enterprise should always from the customer .4 ,how to carry out OTC ,third terminal channels construction ?Answer: OTC job is project of a system ,is a depth distribution and marketing system .
First, to see if the product has OTC market ,if the market needs ,to conduct third terminal channel construction is the premise of the channel segments .Our channel competition strategy? Whether to give up the mainstream channels and third terminal building ?Third terminal operating steps must make detailed arrangements .
Taking good institutions ,personnel ,capital ,product ,public relations ,market background and other aspects of the preparation .5 ,in addition to the above said ,do you think the new format, the OTC marketing strategy what needs to transition? ( please illustrate ) a: I do an example: ten years ago with the sales staff said a few years ago to do drug sales ,it was difficult to do ,five years ago, someone says so ,existing still someone says so ,after five years as some people say .
OTC is the means available for some combinations ,just how the existing means to play extreme problem ,no transition .OTC will be more modern marketing theory of 4CS in pharmaceutical retail market application .
No highly .6 ,somebody puts forward fourth terminal ,namely the online sale of drugs ,how do you see this matter? In marketing, enterprises can make good use of network by what way ?Answer: can the online sale of drugs called fourth terminal ,but time is a little bit early .
It is the traditional channels of the supplement ,temporarily also just started .In marketing, enterprises can make use of the network to the image of corporate propaganda ,interaction with customers ,the exchange of information and communication ,electronic commerce ,after sale service work .
In 7 ,the terminal strategy important skills important ?Answer: both may be said to have important ,have good strategy without performing skills could not succeed .Have good skill not good good strategy only in the local point win .
But in general, should be a good strategy to guide the skills ,so that we can win in the face .Welcome to globrand ( global brand ) the authors explore your views and opinions ,Li Xuejun ,in 1994 entered the pharmaceutical industry ,from pharmaceutical representatives to start, had served as the much home company assistant general manager ,manager ,Guizhou Tongjitang pharmaceutical Limited by Share Ltd national sales manager ,Guizhou Tongjitang pharmaceutical Limited by Share Ltd Marketing Director ,Fu Guizhou pharmaceutical limited liability company marketing director positions ,incumbent Guizhou ethnic medicine Limited by Share Ltd Deputy General Manager ( in charge of Marketing ) for preｓｃｒｉｐｔion drugs and OTC promotion ,investment ,construction of team of generic drugs market ,marketing policy making ,market management ,academic promotion ,advertising and media strategy ,public relations ,marketing ,brand management has a strong theoretical and actual combat experience .