First, four typical models in pharmaceutical marketing
2. Basic knowledge of terminal 1), meaning of terminal 2), importance of terminal 3), type of terminal 4), elements of terminal
(1) The meaning of terminal Terminal (retail place, retail point) : refers to the place where goods and consumers directly meet; A place where goods and money are exchanged; It is the last link in the hands of the product from the manufacturer to the real buyer. In each link of the channel, the terminal is the final battlefield for enterprises to achieve sales.
Terminal is the final springboard in the course of the thrilling jump of commodities to money, the joint point of the three elements of customers, commodities and money, and the final hub of contact between enterprises and consumers. (2) The importance of terminal work
1. Source of sales
For consumer goods, health products and pharmaceuticals, end effects
Has become an important means of boosting sales: someone surveyed a sample of 164 cases: the result shows that there are 52.
4% of patients chose to buy drugs directly from pharmacies, indicating that retail channels are more and more people's attention and attention.
2. Bargaining chips (omitted)
3. Venue for promotional activities (omitted)
4. The research shows that about 30% of consumers decide to buy a certain product before reaching the shopping terminal, 70% of consumers decide to buy a certain product and its quantity at the terminal, and the first 30% of consumers will be affected by the terminal, there are 13.
Four percent would change their purchase plans.
5, the window of information is the best way to understand consumers, and the terminal work in place can not only prompt the existence of products, but also show corporate culture and corporate image.
6, the link between the preceding and the following consumers through the store information to understand the manufacturer; Enterprises understand consumers' needs through storefront information collection.
(3) Type of terminal
1. Retail pharmacies (large inexpensive pharmacies, drugstores)
2. Hospital
3. Drug retail places at the station and wharf
4. Medicine cabinets in shopping malls and hotels
5, enterprises and institutions of health room
6, labor insurance drug market retail clerk terminal characteristics
1. Sell to doctors; 2, self-diagnosis and purchase; 3, customers value utility and light price;
4, prospective customers; 5, professional knowledge requirements: medical knowledge
(4) Elements constituting the terminal
Hard terminal maintenance: (omitted)
Soft terminal construction: (omitted).
First, the pharmaceutical industry three terminals
1, hospital drug sales;
2. Drug sales in pharmacies;
3. In addition to hospital pharmacies and pharmacies, all retail terminals that directly sell medical and health products to consumers.
Ii. Introduction to the pharmaceutical industry
1, the pharmaceutical industry is an important part of our national economy, is the combination of traditional industry and modern industry, one, two, three industries as one industry.
2, its main categories include: chemical raw materials and preparations, Chinese herbal medicine, Chinese herbal decoction pieces, proprietary Chinese medicine, antibiotics, biological products, biochemical drugs, radioactive drugs, medical devices, health materials, pharmaceutical machinery, pharmaceutical packaging materials and pharmaceutical business.
(3) The pharmaceutical industry plays a very important role in protecting and improving people's health, improving the quality of life, family planning, disaster relief and epidemic prevention, military preparedness and promoting economic development and social progress.
Three, the main problems of the pharmaceutical industry
1, the problem of many, small, scattered and disorderly pharmaceutical enterprises is prominent, and the lack of large leading enterprises;
2. The enterprise-centered technological innovation system has not yet been formed;
3, the pharmaceutical circulation system is not perfect;
4. Poor quality and performance of medical device products;
5. The varieties of preparations do not match the varieties of raw materials;
6, the import and export structure of pharmaceutical products is unreasonable.
Sales of drugs by pharmacies and all retail terminals, except hospital pharmacies and pharmacies, that carry out sales of pharmaceutical and health products directly to consumers. Composed of medical representatives. Are responsible for the promotion of related drugs, some responsible for hospitals, customers for doctors, some responsible for pharmacies, customers for distributors. The role of pharmaceutical representative was first introduced by joint venture pharmaceutical companies. In 1988, a joint venture pharmaceutical company in southern China was the first to \"train\" a group of medical representatives for the society. Other drug companies followed suit, and pharmaceutical representatives mushroomed.