Great change in the medical equipment industry! How does the marketing department add value?

With the increasingly strict supervision, the expansion of the two-invoice system for consumables, the introduction of new policies for collection and price reduction, and the normalization of medical insurance cost control, the industry has intensified
.

Domestic enterprises accelerate the pace of innovation, overseas medical devices take root and blossom in China, industrial internationalization and trade globalization opportunities are highlighted, and cross-border enterprises accelerate the layout of medical devices.
.
.
China's medical device industry is emerging and in the ascendant
.

In the medical device industry ushered in a critical period of transformation and upgrading, how to add value to the market department of domestic medical device enterprises? The marketing department of domestic medical equipment enterprises has always played the role of "market service", and the pharmaceutical industry has changed, and the market service department needs to move from "behind the scenes" to "front of the stage" to achieve business "value-added"
.

01Pharmaceutical industry change environment Before talking about the value-added of the marketing department, let's first understand the entire change situation of
the current pharmaceutical industry.

Only by grasping the changing situation in the pharmaceutical industry as a whole can we find the key points
for the marketing department to achieve service value-added.

(1) The rapid landing of pharmaceutical policies, the acceleration of industry transformation for decades of unchanged industries, with the deepening of medical reform, in order to solve the "difficult to see a doctor" and "expensive to see a doctor", the joint document issued by multiple ministries and commissions will continue to promote
"medical reform".

(2) The pharmaceutical industry will be more concentrated in decision-making and sales for three years to cancel the local medical insurance directory, uniformly implement the national medical insurance reimbursement directory, and the local government will no longer have the right to
supplement medical insurance.

The state collects and changes free competition, and unified allocation by the state in accordance with the supply and demand plan
.

In the industry, the sales of giant enterprises are more concentrated
.

(III) The problems faced by enterprises, the decline in profits in the industry to improve efficiency will affect the operation of enterprises, and the traditional way has been unable to adapt to the new situation, and if no changes are made, they will inevitably
be out.

The layoffs of personnel and the reduction of costs can only solve the immediate problems, and only by reshaping the value of the enterprise and improving the efficiency of the organization can we obtain long-term victory
.

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

02 The value of the "Market Service Department" will be redefined the previous MarketIng Department to the agent demand as the core, depending on the agent's rapid promotion of the business, as long as the service agent can complete the indicators, the main work content includes: (1) the production of promotional materials, for the agent and to respond to hospital challenges; (2) Internal training or training agents, including investment promotion; (3) Expert maintenance, key experts, symbolic management
.

In the face of the current changes, agents are also helpless, medical benefits, fine investment, a certain or several agents have little impact on the business, and the hospital promotes agents to choose multiple varieties, may not be able to fully invest in
a certain variety.

Therefore, it is difficult to meet the needs of agents and do a good job in academic services
.

With the advent of the era of small profits in medicine, domestic medical equipment enterprises or agency enterprises are facing great challenges, in addition to layoffs, it is particularly important
for enterprises to focus on optimizing business models and improving personnel efficiency in strategic adjustment oriented to business transformation.

With the recent policy on the multiple encouragement of innovative medical devices, the research and development of mechanical enterprises, clinical personnel need to be retained, and the business team has a large number of resources, then only the "market service department"
can be optimized.

03 Transformation of the marketing department: cost reduction and efficiency increase (1) Cost reduction - treatment field model adjustment Domestic medical equipment enterprises are accustomed to imitating the foreign enterprises to set up the market department structure or refer to the operating model of foreign enterprises, but the genes are different, it is difficult to have results, and they often lose sight of one or the other
.

Behind each innovative device product of a foreign company may be a sea, which needs to be considered from a variety of factors such as departments, experts, concepts, brands, access, etc.
, so there is 1 product manager
per drug.

However, most of the products of domestic machinery companies are imitations, no brand, even if a single large variety, it is difficult to form a brand effect, unless new indications are invested in clinical research to help imitation products reshape the life cycle
.

In this way, setting up the structure with the person in charge of the treatment field can save more labor costs, such as setting up a manager in a treatment field to manage the affairs
of the treatment field.

(2) Cost reduction - transformation to digital marketing Although few enterprises take digital marketing as the core marketing model, as the epidemic intensifies, it is only used as a supplementary form
of main marketing.

However, with the acceleration of the digitalization process of China's pharmaceutical industry and the need for low-cost operation, digital marketing saves doctors a lot of time and cost, and will gradually become one
of the mainstream models.

(3) Efficiency increase - the reporting process of the cumbersome structure of flat management is too long, which is not conducive to the decision-making of private enterprise bosses, and it is also unable to cope with the rapid and changeable market environment
.

In addition, there are many redundant structure personnel, people are overwhelmed, there is nothing to find, and there is nothing wrong
with the phenomenon.

The adoption of a cumbersome architecture is bound to lead to heavy shackles
on the enterprise.

The flat structure reporting level is reduced, faster, everyone is a contributor, and everyone is responsible for themselves, which is conducive to improving the operational efficiency
of enterprises.

After the change: the marketing department is separately listed, the boss to the treatment field manager 4 administrative levels, the marketing department 4 people, communication efficiency is improved
.

As sales aids, promotion managers and product specialists can complete academic functions
.

(4) Efficiency improvement - the change of business model change The market department needs to be transformed from the support department to the business department or the quasi-business department, and exert efforts in terms of brand, treatment field advantages, hospital access and internal transformation: 1.
Reshape the enterprise market brand: The enterprise brand belongs to the intangible assets of the enterprise, generally cannot be specifically measured, but in the market competition, the enterprise with brand advantage, in the eyes of the customer to form a brand image, is bound to form a synergy in sales, access and other aspects, Promote the achievement of corporate business objectives
.

2.
Differentiated therapeutic field advantages: After the integration of the brand, from brand management to therapeutic field management advantages, not only limited to a certain brand, but require enterprise listing pipelines and R & D pipelines to echo, listed products in the therapeutic field of complementary advantages, patient-centered, doctor treatment as the starting point, promote the echelon construction of products, the formation of enterprise collective advantages
.

3.
Hospital access assistance: establish a business thinking of return on investment, and the general common sense believes that the marketing department belongs to the functional department, and it belongs to the long-term investment, and it is impossible to see short-term returns
.

In the past of the pharmaceutical boom, it was possible, but in today's small profits in medicine, it is not possible
.

4.
Form a strategic marketing department: through forward-looking thinking, output systematic, logical, executable solutions and strategies, and guide and control marketing activities
.

In the future, the strategic marketing department is the development trend, the following talk about how to build a strategic marketing department: (1) gradually change the organizational structure of
the department.

From the current grouping according to the product pipeline, it has gradually changed to the grouping according to the work function, such as the research group, the policy research group, the strategy formulation group, the marketing management group, etc
.

(2) Gradually change the idea
of employing people.

"Thirty years of pharmaceutical marketization, the pharmaceutical industry has not precipitated talents
.

This phrase is also very appropriate
for marketing personnel.

At present, the pharmaceutical marketing department lacks good marketing directors or product managers
.

In the future, the director or product manager of the marketing department of the machinery enterprise needs to have systematic logical thinking ability, forward-looking predictive ability, rigorous strategy output ability and grounded resource integration ability
.

In addition, compound personnel with sales and market access management experience are better
.

When recruiting, enterprises should change the idea of employing people and consciously recruit marketing managers and product managers
of the above portraits.

Enterprises must change the industry's brutal growth period of heavy tactics, light strategy, heavy growth, light development, heavy action, light thinking, heavy immediate, light long-term approach
.

Today's enterprises need strategic restructuring, organizational remodeling, resource restructuring, management excellence (re-optimization)
。
(3) Change the KPI assessment indicators
.

Perhaps it can be changed from how many academic activities have been carried out, how many PPT has been produced, and how many experts have been contacted in the past, and gradually transformed into what unique views have been published, how many programs have been produced, how many reports have been released, and how many strategies
have been exported.

(4) From now on, try to do the following strategic work: 1) Industry development trend level: Think about the development trend of the pharmaceutical industry? How does the disease spectrum of the Chinese people change? How has the biotechnology revolution affected the development of the pharmaceutical industry? What is the impact of the collection policy on the industry? 2) Company strategy level: What kind of industry label will the company be labeled after 10 years? Do the company's vision, mission and values need to be reorganized? What is the company's future product line development strategy? How to forward-look at the mainstream sales model of the pharmaceutical industry and lay out in advance in the company? 3) Daily work level: complete the product line portfolio strategy report of the company's products, complete the annual planning of a core product, complete the short-term response plan of a product affected by the collection, complete the analysis report of the decline in sales in a sales region and provide solutions
.

From the above content, it can be seen that the strategic marketing department does not all have to do "tall" content, specific to the analysis report of the sales decline of a sales organization, which is actually a strategic output
at the micro level.

Trying to do some research and thinking on the above problems, and coming up with one or two specific solutions, reports, plans, plans, and strategies, is the first step
to the transformation of the strategic marketing department.

04 Summary of the transformation of the pharmaceutical industry, faster, more concentrated resources, but also more efficient
.

The new situation requires the transformation of the "market service department" of the machinery enterprise to the marketing department, and the marketing department needs to move from "behind the scenes" to "front of the stage" to reshape the value
of the department.

The marketing department and related personnel of the machinery enterprise need to base themselves on the development status of China's medical device industry, recognize the shortcomings and challenges in the development of the industry from the dimensions of industry policies, industry development, segmentation areas, key tracks, etc.
, and be able to comprehensively understand the development trend of the medical device industry and the innovation frontier hotspots from multiple dimensions and multiple aspects, thereby empowering the real transformation and value-added
of the medical device market department.

(Article from the Internet)