The third batch of drugs centralized procurement pharmaceutical enterprises may have new changes

In most pharmaceutical companies, there is a marketing department or market planning center such an institution, mainly responsible for corporate culture, market analysis, market planning, salesman training, promotion programs and other documents, publicity, promotion and other work.From the business form, this is a very critical department, should have a deputy director, and should be equipped with some market-snerbered and familiar with marketing professionals, in order to better play the function of the marketing department, guide and help the marketing team to open up the market, improve performance.However, in practice, the position of the marketing department in the enterprise is far less than the sales department, so in the configuration of the marketing department is always marginalized, belong to the available sector. Because the boss always like to digital assessment department, the performance of the enterprise mainly depends on the sales department, sales is the leader, everything around the sales turn, this is the common disease of most pharmaceutical companies, and it is difficult to change.

the third batch of national mining, the marketing department opportunities cameFrom the zero price to the "4 plus 7", from the first national harvest to the third national harvest, the substantial reduction in drug prices, a comprehensive subversion of the pharmaceutical companies' original marketing model.That is to say, the sales department in the enterprise in the era of the world has undergone some substantial changes, in front of the national harvest, the next step of the enterprise how to go, how to adjust the product structure, how to use what kind of marketing model, how to choose their own future end customers? All this may have to change, and the subject of change may be the marketing department.A change in marketing mode comes from the introduction of national medical reform policy, which is not based on people's will as an objective law. The stage of the marketing department is also the concentrated embodiment of the implementation of the national medical reform policy, because the function of the marketing department just makes up for the current enterprise in how to plan a new marketing model vacuum.With the opportunity, but also to seize, although the marketing department ushered in the department's rare opportunities, but as the marketing manager also want to take this rare opportunity firmly in their own hands.First of all, the functions of the marketing department quickly informed the company's management, and come up with the marketing department's medium- and long-term work plan, the next step in the operation of the market has a clear plan, so that the boss and other executives understand the functions of the marketing department. In particular, the marketing manager, not only to have the marketing manager should have the professional knowledge, but also to get the market, familiar with the basic laws of market operation.In addition, but also to win the recognition of the company's senior management, and put forward how to enhance the position of the marketing department in the enterprise, increase the market and can run the market professionals, apply for matching funds, the marketing department into a business level for advice staff.As long as the company can bring the expected performance, bosses and management are used to looking at the numbers, no performance figures report and program are futile, the vision is painted beautiful is also a piece of waste paper. Only do-it-yourself, hands-on, with the sales department, the planning into the first-line market, so that leaders see the value generated by the marketing department.

the weakened marketing department isIn fact, in the general pharmaceutical companies, the marketing department is always weakened.From the previous composition of the marketing department, in addition to the manager may also understand some market conditions, others are basically general case clerks, or eliminated from the market female employees, the daily work is to organize, distribute some product information, or for sales staff to participate in drug fairs and other promotional meetings, prepare relevant documents, materials, gifts and so on.They rarely collect on the market to carry out a detailed analysis, and then make a suitable market planning, the main reason is that the quality of the marketing staff is uneven, most of them have not experienced the sales of practical training. Do not understand the changes in the market, usually also do not under the market, so can not grasp the market, so it is difficult to make a correct judgment on the market, not to take any decent market planning program.Under normal circumstances, the sales department is the leader of the enterprise, that the marketing department should be the wings of the enterprise, the sales department and the marketing department should complement each other and shine. Sales are planned and targeted, and plans and goals come to the marketing department's understanding and control of the market as a whole, and then make a guiding analysis of the market.But the enterprise in the actual operation, generally speaking, sales is the boss of the enterprise, is relatively independent, has its own operating program and marketing model. In the absence of special circumstances, the sales department will not follow the instructions of the marketing department to arrange the sales task, this is the sales department and the marketing department in the enterprise's real position and description.   The most fundamental one, the sales department has money, have their own expenses, can do things according to their own program, and the marketing department has no money, in the absence of fees is difficult to have their own voice, this is the marketing department in the enterprise is long-term weakening of the basic reasons.

the marketing department? Plough the waves?   Now, after gaining the opportunity to determine their position, under the unified leadership of the company's management level, the marketing department should provoke the planning of the entire company's market and sales operation program. Can be adopted from the masses to the masses of the conventional practice, brainstorming, listen to more advice from the market front-line marketers, as the market's specific traders, they have the most say in the market.   Combined with the actual situation of the company, the implementation of the company's operating level of strategic objectives, to come up with a set of marketing department a set of practical and effective operation plan. By the marketing department and the sales department to implement, and in the implementation process, and constantly in accordance with the changes in the market to improve our program, to achieve the marketing department and sales department in the coordination process of a high degree of unity, until the desired ideal results.   The marketing department is not a greenhouse flowers, must withstand the market wind and rain, all planning must be market inspection and demonstration, the majority of sales staff agree, and is willing to gradually digest and implement in practice.   The market department has been weakened before, there are a variety of reasons, objectively is heavy digital light description, the key lies in the effectiveness, depending on the policy and enterprise's degree of importance;   After the third batch of national mining, the marketing department has a new space to play, how to seize the opportunity to understand the market, and sales department to work together, will be the focus of many pharmaceutical marketing department to focus on. (Cypress Blue)