[Transfer] The marketing department of the domestic pharmaceutical company is going to change!

Source: Siqi Club/Felix Yao

The marketing department of generic pharmaceutical enterprises, especially the agency model pharmaceutical company marketing department, has always played the role of "market service". The pharmaceutical industry has changed. The market service department needs to move from "behind the scenes" to "front stage" to achieve "value -added" of the business.

The transformation environment of the pharmaceutical industry

Before talking about the marketing department's value -added, let's first understand the entire change in the current pharmaceutical industry. Only by mastering the change in the pharmaceutical industry as a whole, can we find the key points of the marketing department to realize the value -added of service.

1. The pharmaceutical policy is quickly landed, and the industry's transformation accelerates

For decades of unchanged industries, with the deepening of medical reform and the development of the pharmaceutical industry related to the people's livelihood, the families of hundreds of millions of patients are touched. "Continue to advance.

2. The pharmaceutical industry will be more concentrated in terms of decision -making or sales

The local medical insurance catalog is canceled in three years, and the national medical insurance reimbursement catalog will be uniformly implemented. The national collection has changed its free competition, and the state is allocated by the state in accordance with the supply and demand plan. The sales of giant companies in the industry are more concentrated.

3. The problem of directly facing the company to improve efficiency

The decline in industry profits will affect corporate operations. Traditional methods can no longer adapt to the new situation. The delayed personnel can only solve the problems of the momentum. Only by reshaping the value of the enterprise and the improvement of organizational efficiency can we achieve long -term victory.

As the business center of the enterprise, the marketing department needs to face the change and transform quickly.

The value of the "market service department" will be redefined

In the past, the marketing department took the needs of agents as the core, depending on the rapid promotion of the agent's business, as long as the agent is good, the index can complete the indicator.

The main work of the service marketing department:

Production and promotion materials, for agents and responding to hospital challenges

Internal training or training agents, including investment promotion

Expert maintenance, key experts, symbolic management

Today, in the face of changes, the agent is helpless, the medicine is thin, and the refined investment promotion. A certain or some agent has a small impact on the business. Investment.

Therefore, it is difficult to meet the needs of agents, and it is difficult to achieve academic services.

With the advent of the thin -pharmaceutical profit profit, generic drug companies or agency enterprises face huge challenges. In addition to layoffs, companies' strategic adjustments with business transformation are particularly important to focus on optimizing business models and improving personnel efficiency.

The generality of the consistency evaluation of generic drugs is trending. R & D and clinical personnel need to be retained, and the business team has a large number of resources. Then the only "market service department" can be optimized.

Transformation of Marketing Department: Treatment and Efficiency

1. Capacity reduction: transform to digital marketing

Although digital marketing has become more intensive with the development of the epidemic, few companies have used this as the core marketing model and only use it as a supplementary form of main marketing.

As the digitalization process of China's pharmaceutical industry accelerates and the low -cost operation needs, and digital marketing saves a lot of time costs for doctors, it will gradually become the mainstream.

The transformation of the marketing department, from the perspective of the cost reduction, digital marketing should not be unobstructed, and take advantage of the trend.

2. Capital reduction: adjustment in the field of treatment

Imitation drug companies are used to imitating foreign companies to set up a marketing department or refer to the operating model of foreign companies, but the genes are different, and it is difficult to have some results, and often take care of it.

Behind each innovative medicine of foreign companies may be a sea, and it is necessary to consider various factors such as department, experts, concepts, brands, admission and other factors, so according to one product manager per medicine. However, imitation drugs have no brand. Even a single large variety, it is difficult to form a brand effect. Unless it is invested in clinical research on new indications to help imitation products reshape the life cycle.

From this point of view, the setting of architecture with the person in charge of the treatment field can be better saved with labor costs. For example, a manager is set up in the field of treatment to manage affairs in the field of treatment. This architecture has changed the past, making the structure lighter and saving money. (Refer to Figure 2: Plaid architecture)

3. Increasing efficiency: Implementing flat management

The tidy architecture is not good for the long reporting process, which is not conducive to the decision -making of the owner of private enterprises, and at the same time cannot cope with the rapid and changeable market environment. Furthermore, there are many people with rewarding architecture, people float in things, have nothing to find things, and have nothing to do with nothing. Adopting a complicated architecture is bound to be brought with heavy shackles.

The level of the level of reporting is reduced, which is faster. Everyone is a contributor. Everyone is also responsible for themselves, which is conducive to improving the operating efficiency of the enterprise.

Before the change: The marketing department was included in various business departments, the boss went to 7 administrative levels of the product manager, and the Central Marketing Department was more than 10 people, and the communication cost increased.

After the change: Line of the market department, 4 administrative levels in the treatment field, 4 people in the marketing department, and the communication efficiency is improved. As a sales assistance, promoting managers and product specialists can complete academic functions.

4. Increasing efficiency: Making business model changes

The marketing department must change. From supporting departments to business departments or quasi -business departments, it will make efforts in the brand, treatment field, innovative market activities, and hospital access.

The marketing department focuses on business -driven, and the main work:

Reinstalling the market brand of the enterprise: The company's brand belongs to the invisible assets of the enterprise and is generally not measured. However, in the market competition, companies with brand advantages form a brand image in the minds of customers. Enterprise business goals are achieved. Advantages of the field of treatment: After integrating the brand, the transformation of the advantages of brand management to the management of the treatment field is not limited to a certain brand, but instead requires the company's listing pipelines and R & D pipelines to echo. With the starting point of doctors, promote the construction of the echelon of products, and form the advantages of the integration of corporate therapy.

Planning and integrated market activities: For generic drug market activities, it is necessary to divide into two. Entering the national collection, it will no longer invest in promotion costs. Non -national collection products are no longer the promotion of a single product, but the overall plan of the corporate market activities, which no longer highlights the brand, but the advantages of corporate therapeutic fields, such as Jiangsu Enhua Anesthesia, East China Pharmaceutical Immunity. These areas are no longer a certain field. One brand advantage is the combination of boxing advantages.

Hospital access assistance: Establishing business thinking of investment returns. General knowledge believes that the marketing department is a functional department and is a long -term investment. It cannot see short -term returns. In the past of the prosperity of medicine, it is okay, but today, it is not good.

The expenses income by the marketing department will also clarify its return and require value. For example, the three hospitals after the project propose the demand for medication.

summary

The pharmaceutical industry is changing, faster, more concentrated resources, and more efficient.形势要求药企“市场服务部”向市场部转化，市场部需从“幕后”走向“台前”，重塑部门价值，节约企业运营成本，建议企业逐步以市场部为平台，突出其KA、 Government affairs, training, and even medicine have a variety of values, which can quickly win the market for enterprises and seize the opportunity.

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