Behind the pharmacy of the common people's pharmacy: Why does retail pharmacy rely on telephone marketing?

Today (August 16), a topic of "registered customers' registered customers of the Pharmacy of the People's Pharmacy" rushed to Weibo hot search. The people of pharmacy listed companies (SH603883, stock price 32.19 yuan, market value of 18.75 billion yuan) Pushed to the cusp.

"Daily Economic News" reporter noticed that the cause of the incident was that a customer accidentally found that his member name was written as "beast" when he bought medicines. He speculated that he may have received a sales call four years ago. He scolded the employees of the shop on the phone, and the name may be changed at that time.

In fact, Mr. Li is not the first customer who has received a call from the pharmacy, and the common people are not the only pharmacy to call customers.

Many pharmacies will build private domain flow and increase user stickiness through telephone sales. A large domestic chain pharmacy executive said in an interview with the reporter of "Daily Economic News" that slow -sick customers who are less than three kilometers of pharmacy are private region flows. Contact this part of customers to provide services such as medication reminders and promotional discounts.

Call the traffic for the private domain

It is understood that this time the store involved in the Yuelu store of Yongkangtang, Changsha, Hunan, was acquired in January this year. The relevant person in charge of the common people issued a statement of the company's apology for the matter to the "Daily Economic News" reporter. The people said that the enrollment of the member name was caused by the error of the original member information of the Yongkangtang Pharmacy. It has been correctly correct and sincerely communicated and apologized to the customer. It has obtained the understanding of the customer.

The common people also emphasized that as of the incident, the company did not investigate that the membership name was incorrectly entered, and it was indeed responsible for losing. In view of this, the company has launched a comprehensive investigation of members of the people of ordinary people, strengthened the management of membership system, and eliminated such incidents.

In fact, calling customers is the main marketing method of many pharmacies. The aforementioned executives said that pharmacies must do their own private region flow, mainly customers within 3 kilometers, of which slow disease customers and middle -aged and elderly people are the main customer base. These people usually do not connect with pharmacies through public domains, but because they have long -term pain to connect with pharmacies. Considering market competition, pharmacies need to increase the stickiness with this group. One way is to return to visit to remind customers to buy medicine.

If JD.com, Pinduoduo, and Taobao are compared to the "big river", the private domain flow in the aforementioned executives is the "fish pond" of the pharmacy, and consumers are the "fish" in the "fish pond". The pharmacy only uses different platforms such as WeChat public account, online shop, WeChat group, and APP official website to effectively manage, maintain, and operate them in different ways such as promotion, points exchange, and discounts, so that they can stay in the "fish pond" steadily on the "fish pond". In the middle, you can continue to repurchase, and you can also pull relatives and friends into the "fish pond".

But the reality is that within three kilometers of a chronic disease customer, the number of pharmacies often exceed one, so the maintenance frequency and method of private domain traffic becomes particularly important.

"Customers' needs are different. It is difficult to do services. If you ca n’t get well, you may scold you or hang up." The person bluntly said that although the call is not necessarily directly effective, everyone will call to remind the elderly to remember to buy medicines to buy medicines. It is mainly because the pharmacy competition is too fierce. Several pharmacies around a chronic disease client grabbing it. At this time, it is better than anyone.

A marketing leader of a medium -sized chain pharmacy in Hunan also told reporters that they will also selectively call some customers, mainly high -quality members, but the frequency is not as high as the large chain, basically at the time of member day or big promotion. This choice is also skillful, and they will also train the employees of the drug store. For example, the fixed consumer groups of pharmacies are mostly for the elderly. They can combine the consumption characteristics and psychology of the elderly. For the first time, they can leave contact information to the store consumption, add WeChat to get small gifts, and provide on -site services.

On the Internet, the content of pharmacy training is overwhelming, and most of them will mention private domain flow. An industry insider engaged in pharmacy training bluntly stated that the private domain flow pool of the pharmacy is not a problem that does not do it, but it must be done and spent the energy to do it.

The pharmacy is already in stock competition

Mr. Li's encounter was quickly fermented on the Internet, and many netizens said that they had received a call from pharmacy staff. Judging from the feedback from many practitioners on the reporter of the Daily Economic News, this industry is already very "rolled".

In 2018, the total number of stores in my country reached 489,000, and the number of pharmacies in the industry shouted the sound of saturated pharmacies. But compared with the latest data, the pharmacy is still more and more, more and more dense.

According to the third quarter of 2021, the State Drug Supervision and Administration Statistics Report released by the State Drug Administration showed that as of the end of September 2021, there were 606,500 "Drug Operation License" holding companies in the country. Among them, there are 25,12,000 single pharmacies and 6,658 retail chain headquarters. The total retail chain stores under these headquarters have a total of 335,300, and 13,400 wholesale companies. The chain rate of the pharmacy is 57.17%.

However, as of now, policies such as prescription drugs expected by the industry and the release of online sales prescription drugs have not yet been introduced, and the survival of pharmacies is becoming more and more difficult.

Yin Jianfeng, President of Dongguan National Medicine Group Co., Ltd., said in an interview with the media recently that according to the previous standards, 5,000 pharmacies are a standard for making money, which later decreased to 3,000, but there are more than 7,600 pharmacies like Dongguan 12 million permanent residents. The average pharmacy covers less than 1,600 people, so there must be many shops at a loss. In this environment, the ability of pharmacies to expand members and build private domain flows is crucial. According to media reports, He feels that the senior general manager of the Prescription Pharmaceutical Purchase Center of the People ’s Pharmaceutical Pharmaceutical Purchasing Center introduced at the West Lake Forum that according to the survey, the pain points of the retail chain pharmacy in the process of development are frequent: First, 75%of the respondents said It needs to be improved; second, 83%believe that the maintenance and compliance of patients with chronic diseases are the pain points of the current operation; third, 70%of people think that pharmacists have insufficient ability; fourth, 51%of the interviewees believe that the company's members are members’s members’s members’s And the patient's ability to expand is not enough.

CITIC Securities Research Report also believes that in the future, the national stock medical insurance stores are facing standardized shuffle, and the pressure on small and medium chains that simply rely on regional and inherent medical insurance resources will increase. The industry concentration is expected to accelerate and improve. Concentrate towards head enterprises.

Cover picture source: Photo Network-500217207

Daily Economic News

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