S & P drug companies: the brand is king 
charlsen

     S & P drug in the OTC, the third terminal of the tragic price of war has given way to manufacturing enterprises will become "porter", a few non-profitable, but at least it can to support workers, factory equipment can also be depreciation, interest on bank can be returned, businesses also There is hope, but in order to standardize the medical system, to strengthen the concentration of the pharmaceutical industry has become an irresistible trend of medical reform "tender point" idea is already evident, as S & P drug manufacturers, particularly those with no end ranks, there is no brand, there is no strong varieties , Policy affairs of the weak capacity of small and medium enterprises, is bound to the survival of a large number of a problem, how to face the crisis, is facing the managers of these enterprises need to address the issues before us.

     The need to solve the problem: the product could not essential drugs list, can not be fixed manufacturing enterprises how to do? Or did not focus on the procurement list of the products of the enterprise how to do? 

    【Response】 

     1. Organization of tune with the policy: the enterprise must set up a "policy matters" or marketing to enhance the status of a clear market "policy matters" functions, reporting directly to the general manager, with qualified personnel, a clear assessment reward and punishment mechanism So that enterprises have special staff to study medicine national policy, and key government departments to establish channels of communication, when necessary to issue the voice of the business, to attract more conducive to business survival. In recent years, many companies will be marketing or marketing centers located in Beijing, this means.

     2. Set strategy, brand education: even failed to make essential drugs list of essential drugs, or become a fixed-point production, medicine & P companies in the OTC market, or at least have a chance, to start thinking OTC operation of the system. Enterprises can do some basic work, for example, to determine the brand name, do a good job of trademark registration and protection of registered trademarks and corporate name of unity, and so on, may wish to cooperate with the professional consulting firm. Brand-building in the early attention should be spread mainly regional, made a strong regional brand, with successful experience to do to further expand the region should not be unduly ambitious and easy, "a woman who also lost soldiers break."

     3. Rationale: a selection of one or more products, product line focused on the development of the brand through the spread of high-margin products to enhance sales and reduce low-margin product sales, first of all, do not cut off high-margin, also ranked by sales after Products, complemented by an effective incentive policies, improve the overall quality of the sales.

     4. Latin America team, Shen channels: S & P drug companies must end teams, have to sink channels, pay attention to several points:

     ① region: enterprise choose the location and the surrounding areas, the first year that there should be 1 to 6 months, no more than 8, according to the leader of the ability and resources to enterprises, so the lowest cost management, cost control inputs.

     ② channels: In accordance with the choice of product characteristics and the OTC hospital because of the city of Cape is the drug, OTC channels may be more appropriate if there is a good species, can also choose the hospital channels. In a certain region, the initial choice of the number of pharmacies should not be too many terminals, anti-gun free, non-selective, should be sufficient research, sales of large choice of quality Terminal.

     ③ leader: New Terminal Management System would certainly give rise to the original system and the various non-conforming, the leadership team must have a successful management team's experience, his tenacity, open-minded, honest and trustworthy, be able to resolve the conflict artistry.

     ④ constitute a team: the best ratio is 20% of the enterprise, 40 percent of university students, business location of the mature 40% of sales, regional manager of the best business location in the recruitment, development of this market and the volume on the most efficient, easy to manage.

     ⑤ goal: hospital sources in the early goal should not be too high to allow the first year of the loss, allowing the second year of flat earnings for the third year, after the companies hope to see; OTC channels as long as it is properly managed, with appropriate communication, sales Should be increased, and the first year of profit can not be expected to increase in the number of the next year to reduce advertising and sales continue to increase, a sharp growth in profits.

     ⑥ the protection of the market: regional terminals in operation, if not to protect the market, foreign goods from moving, and they do not properly handle the entire terminal operation system is on the verge of death. Therefore it is necessary to start a business and take all measures to prevent Cuanhuo strictly control the flow of goods and the market price of the tender price.

     ⑦ training: to gradually build a training system, by the beginning of the marketing and sales manager, division manager for part-time training, complemented by external training system, training, marketing, building a regular army contingent to enhance combat effectiveness.

   5. Quality control, research and development efforts: R & D work in a multitude of things, to the outsourcing of outsourcing, drug & P companies can not begin screening compounds from the research and development, is more cooperation and the purchase of documents, it is necessary to strengthen R & D institutions Co-operation. Conditions permitting, corporate mergers and acquisitions of products can be good for some small enterprises, scientific research and development incentives, building a system to allow marketing, sales department to participate fully in the research and development work.

     6. Through the brain: drugs & P companies due to low pay, it is often difficult to attract talented people to join such a vicious cycle, the company will not raise. Therefore, enterprises may wish to make a determined effort at "original capital" and some of the best medical specialized consulting company to help them sort out their systems and upgrade strategies, brands, products, organizations, research and other work for companies to make new Planning. After the initial run-in project, if the feeling is good advice, but also for the development of its own marketing consultancy. Consultants should be the choice of multi-comparison should not be introduced or acquaintance with the impression that the best consulting firms in many industries have their own resources can be used for business. (Yang Changshun)