Drug company pharmacies how to combine the two swords

Diversified topics have been burning for many years in the pharmaceutical retail industry and have finally begun to spread to drug manufacturers. Before and after 2010, more and more traditional pharmaceutical manufacturers stepped on Yunnan Baiyao, Pien Tze Huang, and Tong Ren Tang. They turned their attention to the production of daily chemicals, cosmetics, health products, and even non-medicinal products such as tea and alcohol in an attempt to use the non-pharmaceutical market. Expansion, to achieve its own growth.

Then, when pharmaceutical companies have diversified their pharmacy operations to “transfer ammunition”, how should pharmacies grasp their own channel advantages to achieve effective interaction between industry and commerce?

Pharmacies policy tilt <br> <br> pharmaceutical companies how to grab "a piece" in the new areas of the market competition is more intense, even to achieve re-shuffle of the existing market structure, when pharmaceutical companies in the introduction of non-drug products Problems that must be faced. In theory, pharmacies and drug companies should naturally join together in this process.

First, the pharmacy original middle and low-end consumer drug market was almost cut to the community-supported community health service centers and township health centers after the new medical reform. Therefore, the pharmacy is more desperate than the pharmaceutical companies to expect to expand the non-pharmaceutical business.

Secondly, in the non-pharmaceutical business, the biggest drawback of pharmacies is the lack of upstream market resources and the inability to obtain upstream customer support in channel management, price management, rebates, etc.; after entering the non-pharmaceutical market, pharmaceutical companies also need time and “costs”. "To familiarize with non-medicine traditional mainstream channels - Shang Chao Department Store. If pharmaceutical companies cooperate with pharmacies, most of them have established a relatively smooth communication and cooperation mechanism because both parties are familiar with each other.

The ideal is very full and the reality is very backbone. After most pharmaceutical companies are involved in the production of non-pharmaceutical products, they choose to take the so-called “pharmaceutical line” and use pharmacies as the main channel for their non-drugs. They are looking forward to taking over the curve, but from the actual operation, sales Very unsatisfactory, many products in the pharmacy sales even maintain the normal operation of pharmaceutical companies are not enough, let alone grow into new profit points.

The author thinks that the pharmacy and the drug factory must be considered in two aspects. On the one hand, due to the temptation of huge channels, pharmaceutical companies are tilting toward the supermarkets in terms of resource input and channel management, especially price control. In the pharmacy’s marketing practices, Shang Chao has also been copied, and professional training and marketing methods for pharmacies have not been introduced. On the other hand, from the perspective of pharmacies, it has not really studied and used pharmacies’ unique advantages in non-pharmaceutical marketing, and has given non-pharmaceuticals as a strategic mainstream in the future.

Pharmacies can make up for the super-channel analysis of the current lack of <br> <br> most non-drug merchandise pharmaceutical production, if the marketing stage focus on the "display, advertising, price discounts and other promotional measures to boost sales" business Chao, in order to stand out to gain market recognition, relying on its brand does not allow customers to distinguish it from other similar products, coupled with relatively high prices, there is no sufficient reason and strong recommendation, so that direct customers generate impulse to buy It is almost impossible to naturally become the first choice for the purchase of the target population after obtaining good feelings and word of mouth.

Further analysis of the pharmacy's operating advantages, mainly focused on the analysis of customers through the purchase of drugs, to find their deficiencies in the diet, lifestyle or disadvantages, which can take the initiative to guide customers to establish a good lifestyle conducive to their own health, recommend buying some More appropriate non-medicinal products such as toothpaste for improving tooth stains, and collagen drinks for women or other aesthetically-conscious individuals. In other words, the pharmacy can make up for the deficiencies of Shangchao, aiming at precise target customers and powerful professional services, and promote the target consumer to have a good experience for the first time.

In the non-pharmaceutical business, if pharmaceutical companies and pharmacies can work closely together, they will certainly cooperate with each other and develop together. For pharmaceutical companies, the company continuously develops functional daily necessities for the high-end and high-end people, and continuously meets the diversified needs of pharmacies in a stepped manner. At the same time, pharmacies are regarded as the main channel for market distribution in the stage of new product promotion, and pharmacies are given more than commercial ones. The more favorable supply policy, at the same time, do a good job in a small number of distribution and price maintenance work, so that pharmacies can continue to introduce their own professional knowledge and market promotion to stimulate the product in the Shang Chao under the stimulation of sufficient profit margins. The natural sales eventually become the consensus of the target customers.

At the same time, pharmacies can also initiatively propose diversified non-pharmaceutical requirements based on the trends in drug use and consumer attitudes, and develop a product development direction for drug manufacturers to reduce the blindness of drug companies in the development of non-pharmaceutical products. And unnecessary expenses. In this way, it is possible to maximize the interests of both parties in non-drug production and sales, thereby avoiding the Red Sea that divides the original market share of non-drugs, and create a new market blue ocean based on the expansion of the entire market.