Analysis of Marketing Changes of Generic Drugs

With the advancement of the new medical reform, the pace of the country's generic drug reform is gradually accelerating, the speed of the introduction of the national generic drug policy is also accelerating, supporting measures and regional provincial policies are also closely followed, these conditions have led to the imitation With the great changes in the external environment of the pharmaceutical marketing system, the environment has changed, and the generic pharmaceutical marketing system for generic pharmaceutical companies will follow the trend, advance with the times, and follow the trend and change.

Throughout the history of China's generic pharmaceutical marketing, generic pharmaceutical marketing has lagged far behind that of other industries, especially the fast moving consumer goods industry. No matter the marketing model, the quality of employees, or the marketing leader’s market awareness, it needs current opportunities and risks. Coexistence, transformation in the low-level competitive environment of generic drugs market, or system science changes to achieve the growth of the company's growth, or old-fashioned in the struggle gradually lag behind gradually disappear. In the generic drug market environment where strong players survive, the majority of drug companies are lingering. These companies are still relying on sales teams to survive. Opportunities in the market cannot or will not use their existing resources to win.

Analyzing the weaker companies that produce and sell generic drugs, we can find the common meaning. These disadvantaged enterprises lack effective system planning in their marketing strategies, resulting in homogeneity of plagiarism. The idea of ​​sales first leads to insufficient innovation capability of enterprises. Marketing strategies are mainly focused on stimulating sales, and sales management is relatively extensive. Consumers and competing products have not been fully analyzed, which has led to difficulty in product planning, price positioning, and brand communication. Many companies do not have a clear product strategy, and even if they have a product strategy, they lack a regional level. As a generic pharmaceutical product-based company, we have focused our attention on the channels. However, how do we manage the channels and penetrate into the terminal? In addition to conference marketing, relationship marketing basically does not think about other marketing methods.

Analysing many successful and failed generic pharmaceutical companies in China, almost all generic pharmaceutical companies are led by the sales department during the initial development. When they reach a certain stage, the marketing department of the marketing department both pay equal attention to when it reaches a considerable scale. Market-oriented. These three stages reflect the process from the weak to the strong, from the foundation of seeking survival to the platform for high-end development, from the tactical accumulation of corporate benefits to the pursuit of strategies to seek social effects. This process is the process of continuously improving the level of corporate marketing management, creating a specialized marketing team, and improving the marketing and operation system.

At present, the best choice for generic pharmaceutical companies is to follow the rhythm of the country's imitation medicine reform and new medical reforms, take advantage of the situation, rectify the internal and external management foundations of the company, and timely adjust their strategies based on the judgment of national policies and market trends. Positioning, target customers, and organizational structure, keeping a low profile and building a strong foundation.

In view of the analysis of the analysis of so many companies, it is suggested that the generic pharmaceutical companies can make changes in the marketing system from the following aspects.

one. marketing strategy

Analyzing the main business structure of generic pharmaceutical companies, the ratio of generic drugs is estimated to be lower than that of cosmetics and real estate, so the generic pharmaceutical sector must quickly become bigger and stronger under the existing market conditions. From the perspective of the generic pharmaceutical product structure of generic pharmaceutical companies, there are many popular products, such as A product is a star product of the generic pharmaceutical company plate, profit-oriented products. In view of the current internal and external forms and product structure, generic pharmaceutical companies should change the previous marketing model. Reduce the operation center of marketing, go to various regional markets, deepen the relationship with downstream channels and terminals, lock and serve high-quality channel resources and control the dominant terminals, carry out strategic distribution in the national market, and build a regional marketing management platform. Simultaneously. With the development of channel grooming and construction, the level of market activities has increased, and brand building has been gradually strengthened. The Meilun brand has been built in the major market areas in the base market. The premise of these tasks is to establish a sound marketing management system and to develop a professional and professional marketing team.

II. Marketing Organization System

The marketing strategy determines the marketing organization. All the marketing organization construction and marketing strategy planning are generated by the marketing strategy. When the new marketing strategy is determined, the generic pharmaceutical company will have to serve and implement the strategy with appropriate management and service functions. At this time, the marketing organization will have a clear and specific direction for the change.

The newly-built marketing system should get rid of the influence of the previous sales-type marketing system, gradually realize the transition from sales to marketing, change from the sales inertia to the market system, straighten out the business line structure, and use assessment as a means to gradually complete the business and promotion. Integration. The sales management department and the financial department were strengthened, sales management and financial management were strengthened, and capital management was the main line. Monthly budgets and settlements were used as means, and input-output rationality assessment was the dominant ideology for sales activities before, during, and during the event. Afterwards control.

In response to the popularization of tendering in China, bidding methods, evaluation standards, and distribution methods in various places are rapidly changing. Therefore, generic pharmaceutical companies should establish an internal control system for bidding. It is imperative that there be professionals and sales areas responsible for industry research to conduct bidding studies in various places so as to avoid losing direction and be puzzled. Bidding is a contest between the internal medicines of generic pharmaceutical companies. The establishment of a tender internal control system can grasp the bidding direction, prevent mistakes and increase the rate of successful bids. Establish an internal control system, fix the bidding process, assign departmental responsibilities, awards and penalties, and self-evaluation and summary after bidding.

With the increasingly fierce market competition in the generic pharmaceutical industry, the marketing decision system for generic pharmaceutical companies needs accurate generic pharmaceutical industry intelligence and competitive product information, and at the same time they have a thorough knowledge of the situational marketing decision system within generic pharmaceutical companies, so they should be established in the marketing department. Industry researchers conduct research and analysis inside and outside the United States and distribute marketing decision systems in weekly weekly reports.

III. Professional and professional team building

According to the current situation of generic pharmaceutical companies, I personally believe that we should take this opportunity to create a specialized generic pharmaceutical marketing team. The reason why the marketing team is called is the actual sales team. The actual sales team is only part of the marketing team. Customer service, marketing, sales, marketing finance, human resources, etc. together constitute a reasonable marketing system. It is worth noting that sales include investment promotion and promotion. Now many companies are not very good at separating investment promotion from promotion. The two lines are not only wasting sales resources, but at the same time when the cooperation is unfavorable, they will cause disconnection of channels, so they should be responsible for sales. The old president managed investment and sales in order to facilitate good internal coordination, communication, and coordination.

The specialization of the marketing team is the key to implementing a pharmaceutical marketing strategy. Specialization refers to the selection of excellent high-quality professionals in terms of personnel recruitment, management, etc., and regular training in all aspects of skills in order to better serve customers, provide customers with quality services, and at the same time, to conduct reasonable management , reasonable authorization, reasonable configuration. Those who do not serve customers are as concise as possible. Establish a professional marketing team and marketing management team to form a professional operation system with matching powers and responsibilities, strong control, and flexibility. Establish a top-to-bottom professional marketing team, management system, and operating system. At the same time, through a series of marketing plans, it will lay a solid foundation for generic pharmaceutical marketing.

Many companies are stressing that marketing needs specialization, and marketing needs to be transformed from the salesman era to the era of team marketing. But today, many companies still do not seem to really understand the professionalization of the marketing team and have not found a way to specialize the marketing team.

IV. Channel Management

After the sales team is completed, the next step is to manage the channels. As the new version of GMP and the new version of GSP put forward higher requirements for pharmaceutical companies and will cause huge changes in the entire production of domestic medicine, both pharmaceutical companies and pharmaceutical businesses must put forward new management measures and requirements on the channels. This requires companies to formulate channels of business policy and performance evaluation of business teams. The management model and assessment model of business teams and terminal teams are different. Business policy is to effectively motivate business customers, and performance appraisal is to stimulate the enthusiasm of the business team. How to manage dealers? There are five performances of the distributors in good management: more, better sales, better stocks, unrelenting prices, and no goods.

V. Performance and Process Management

After the marketing organization is established, it must be equipped with a reasonable performance appraisal system. At the same time, it must be accompanied by a concise and clear process to implement process management, and the entire marketing system can operate efficiently.