OTC is more than a story

Source: Xinkangjie / Lin Ling on September 22, 2015, under the real environment of new medical reform, more and more products feel the price pressure of Internet, more and more enterprises begin to transform and fight in OTC field What should be paid attention to in actual operation? OTC is one of the regular channels for drug marketing, but not all products are suitable for this channel, not all enterprises have the conditions to operate this field, and the truly well operated enterprises and products are also rare Different from the prescription drug products, the local operation of the prescription drug products can benefit the local While OTC operation requires higher brand investment and market protection, as well as greater attention to product selection, and large-scale excellent marketing resources and networks are more scarce Many enterprises' cognition of OTC sales still stays in the stage of 90s when a dozen TV advertising dealers actively make money and the terminal sells goods in a clamorous manner, or they regard OTC as a circulating product, and customers make money and deliver goods in accordance with the original ecological natural sales; or they lack practical operation experience and network, and vigorously make advertisements, but the sales volume is still not open, so they do not open to OTC There is a general lack of systematic understanding and planning implementation of the operation Threshold conditions for OTC operation 1 The product has obtained OTC mark, has certain clinical basis, and is safe and applicable 2 It's better to be a imitated product of a best-selling brand, which can be quickly introduced by means of terminal interception and price advantage 3 Common products and featured products with certain users 4 The product packaging design and printing quality are excellent, and the internal quality is qualified 5 The product space is enough to support the operation, with competitive advantage 6 There is a certain investment in brand promotion 7 strict market protection, unified price management and clear channel division 8 Most products with mature marketing network and resources obtaining OTC logo have broad clinical basis and can be popularized by the public But there are also some new products that are completely new to the market, which can only be introduced into OTC channels after the clinical prescription drug sales stage If we operate in violation of the sales law, the channel order is not sequential, and it will only backfire Investment can only lead to water drift, and both channels will not survive Without protection of channels and prices, clinical channels will also be overwhelmed by fleeing goods and running companies Many regions have collected the prices of retail pharmacies as the basis for the next round of provincial standard pricing Disorderly sales can only make products grow and die quickly The investment cost of mass promotion is higher Most domestic small and medium-sized enterprises do not have enough brand marketing and promotion expenses, so they can only rely on agency customers to solve the problems of sales and survival Because the enterprises do not have experience and marketing resources, they find small, scattered, disorderly and poor customers, OTC Products become circulation products when they are doing Products are flying all over the world, and prices are in chaos They can't do it or they are busy solving the problem of fleeing goods every day Finally, they have to shut down Although some enterprises do not have the problem of cost input, the effectiveness of promotion and ground sales have always been lagging behind, and the sales volume is also embarrassing No one knows, no one believes, or has a sense of distance with consumers Products and consumers are always two parallel lines, so the effectiveness of sales promotion can not be discussed Just like when the ads of jiaduobao and Wanglaoji hit the most turbulent, they never touched the hearts of consumers, so they can only be called invalid ads No matter how good the advertisement is, the ground sales are not in place, no product can be seen, or the product is not in line with the advertisement, or the product selectivity is not strong, or the sales network is not mature and solid, no real sales volume can be generated if any link is not in place System promotion, system marketing can have the crown of sales OTC products also need to operate in a professional, standardized and mature way Low margin products have been more and more marginalized by drugstores, or more just as a product to attract customers, no one will buy or sell without promotion Some drugstores also play a price killer and make inquiries everywhere If enterprises do not do price protection, do not reserve space for customers at all levels, and directly report the base price to pharmacies and even consumers, this simple and unsophisticated operation mode will kill the reasonable profits of the customers and the sales volume of the products of the enterprises For the products with mature sales volume in the past, if the enterprise has introduced the OTC channel sales strategy of mature products before, and systematically promoted the products through multiple channels according to each stage of the product life cycle, it will be as solid as a rock In the current situation of Internet connection, enterprises should make a layout in advance Before the possible flow of standards, they should do a good job in the connection and foreshadowing of clinical and OTC channels, seize doctors and long-term patients, and ensure the transformation of hospital sales to OTC Instead of falling the mark and starting to rush from scratch Brand medicine has always been the object of everyone's copying In drugstores, a brand product often appears on the stage with several brothers of the same race It is not only a terminal interception opportunity that can't be missed for imitations, but also a practical test of how to strengthen the terminal for brand medicine, or a new way like film and television arrangement to completely break the past way of display, such as channel monopoly with the help of resources and financial resources It can be said that eight immortals cross the sea A lot of products just do the channel sales according to the rules and regulations, ignoring the public promotion of finishing point and promotion Taking Liuwei Dihuang pill, Shengmai drink and selenium preparation as examples, they were placed on the shelves, waiting passively for the limited hospital patients to purchase drugs again If the enterprise can effectively promote the modern population, in fact, such products are suitable for men and women of all ages They are not expensive but beneficial, and can effectively guarantee health The sales volume is completely comparable to that of vitamins Only to see the enterprise does not have marketing awareness, marketing resources and promotion costs, not necessarily very expensive The imitators who can only compete with price to make a successful brand will not effectively promote themselves, not pay attention to market cultivation, not to pay attention to the overall implementation, which is the common fault of Chinese marketing Like clinical channels, OTC needs to compete strength, experience and resources Otherwise, it will cost a lot of advertising costs, store entry costs, promotion costs and personnel costs Drugs are only moved from the warehouse of the enterprise into the warehouse of the drugstore, and the shelf-life of the products will be lost The sales promotion staff struggled, but the consumers were confused The dealers were on fire, and the sales staff were on fire as well Enterprises change customers one by one, but they still can't see the dawn of the continuous production of sales volume In addition to the pressure of goods, there is no real and lasting sales volume When e-commerce is booming, many enterprises also turn to e-commerce to solve the problem of OTC sales growth However, e-commerce also faces the dilemma of only making money but not making profits In addition to mature products with high gross profit and high sales volume, few enterprises can make profits by eliminating various expenses online It also squeezed the sales volume of traditional channels and impacted the sales price of traditional channels Even Durex, who inadvertently became the champion of e-commerce sales of pharmaceutical products on November 11, only had sales of more than 8 million yuan, mixed with good and bad in low-price selling The double 11 plus market warm-up time is usually one or two months of sales, not a day's sales; it is the national sales number, not a city's sales number, not including the time cost and input cost of various marketing preparations to be done before If the enterprise marketing is comprehensively consolidated and improved, the growth figures will be far more exciting No matter it's the traditional channel or the e-commerce hype, how to build a solid marketing network and channels, form product brands and purchase habits, really pull the terminal sales, and form a sustained and healthy sales growth through the one-time marketing and one-time consumption that some enterprises have paid attention to in the past, so that the enterprises will not fall into the sky of goods, and the products will not be long or not long Embarrassment Big health needs to consider whether the products of professional and accurate enterprises are suitable for e-commerce promotion, how to effectively promote the overall sales of products with the help of e-commerce promotion platform, and how to orderly and parallel online and offline Some enterprises have successively opened e-commerce direct flagship stores How to ensure the unified maintenance of channel prices without damaging the interests of distribution customers and brand reputation and image? Whether the sales volume is large by self operation or even larger after the deep distribution through the agent channels at all levels, the enterprises also need to consider carefully, especially some enterprises focusing on channel pressure Many e-commerce marketing and operation basic skills are still below the passing line, they can not achieve profits, and can not bring benefits to enterprises and customers All kinds of household health care products and nursing products also need to carefully consider the missed opportunities, wasted sales and investment in daily business marketing Why is the big cake in the market still a small, scattered and hard supported distribution pattern? Under the encouragement of diversified health investment, some enterprises have transformed into real estate, drinks and other previously unfamiliar fields, with many glorious victims and few successful ones Without systematic and professional operation and investment, great health often looks beautiful, but the result is thought-provoking Production enterprises often lament that there is no good marketing channel and resources, while marketing and promotion companies with mature channel resources suffer from unstable products and quality, lack of marketing experience and common sense, lack of understanding of marketing laws and market cultivation, and pay no attention to business reputation They cannot effectively blend How to effectively graft product resources and marketing resources is also OTC The key to break through with big health marketing Marketing, can't look at other people's sales, paste copy All needs to be down-to-earth and work hard Even if it is a big brand, many of them have gone through the same detour, there are also inefficiencies and deficiencies, as well as various kinds of omissions and disjointed OTC and big health are not only a beautiful story, but also need to be professionally and substantively built and operated in order to make the marketing of an enterprise completely changed, meet the moving sales truly, and embrace each other happily The concept of effective prevention and control of major health and disease, health education and early intervention has been implemented internationally for many years It will take time for it to take root in real China The concept of public health still needs to be cultivated, and enterprise marketing is still very basic and weak With the continuous increase of promotion cost and sales cost, enterprises need to improve the accuracy and successful conversion rate of product marketing implementation, and improve product sales and input-output ratio Only with strength, experience and marketing resources can OTC and big health industry be played.