Medical network - on February 10th, at the beginning of New Year, 3.6 million medical people are talking about the new environment we have to change, as for the change? How to change? Either in a fog, or the operation. Specific to the terminal, how should change? There exsists, some to give priority to with me, some wait...
As is known to all, if compared study, shop goods and pin to terminal development trilogy of old, then the author expounds next is terminal development new trilogy!
What is meant by two votes after age?
So-called the age of two votes, is the pharmaceutical industry in the age of two votes after, contain the camp change increases, consistency evaluation, classification zero differential diagnosis and treatment, quality traceability system, hospital and so on, many decrees, covers the pharmaceutical producing enterprises, pharmaceutical business, hospitals, pharmacy, outpatient comprehensive change of all kinds of terminal. After two votes, as they say in the emphasis on the importance of two votes, than in the stress on the basis of two votes of the medicine and the change of market environment, so the author will be referred to as: after the age of two votes.
Two votes era after the end of three big changes
All kinds of decrees are represented by two votes, changing the environment of the whole pharmaceutical industry, in terminal, in the age of two votes in the following three major changes have taken place:
Change a
Static product become more fresh from top to bottom
If 4 p to 4 c theory is only the change of the marketing point of view, two votes in the era after the end of the biggest change is the change of the product, if the last operation of the products is static product information transfer from top to bottom, then two votes era after the product is producing enterprises, pharmaceutical business, medicine, terminal and give attention to two or morethings in patients with 360 degrees, and display looks product or that product, but for the interpretation of the systematic, products of multidimensional, make the products more vivid and stereo, there is no doubt that the product providers is how to bring in more broad demand how effective extravagance and product in the present, especially for those who are accustomed to the "four one engineering" (three folding a POP + a + a roll up + a lecturer) stereotype of businesses, more difficult.
In fact, this change is the change of the two votes era after the most scientific, the most comprehensive and detailed product information to the simplest and most obvious way is passed to the buyers, decision makers and influencers, can in the shortest possible time to reach decisions about spending.
Change two
Simple and rough rigid guest things more broadly
Both two votes, before and after two votes, in terms of the importance of the guest feeling to the end itself is no change, change is the form and connotation of construction of the guest mood. Why is that? Mainly because the terminal customers their change, whether customer sources of information, customer contact product channel and customer's own academic accomplishment, even including terminal customer self accomplishment, are changing. You still adhere to the "millet plus rifles" of the original way, through the "three soft" (eat + drink + + money washing) has been unable to start the basic needs of the terminal (bribes or hit by law, of course).
Then there is the change of the customer, one is the level of the customer demand changes, the second is competition for the customer has to change, three changes in the environment are customers are bound to change. Even if the customer still demands for three a hard and soft, but end users to more to consider their own face. Again to the customer demand for comprehensive interpretation and cognition, improve pertinence, legitimacy and effectiveness of customer service.
Change the three
Heterogeneous false become closer together
Whether production enterprise or pharmaceutical business, never stopped fool of terminal, a few years ago are called "value integration", "business business value integration", grow together, share together, in fact, Shouting slogans on the tall, duty cutting and holding pressure goods sword, encroach on the end of all kinds of resources. If, the slogan of the past just cried out, "Wolf", after "the Wolf really come" two votes era! Together, become a manufacturing enterprise and medical business and end the way of cooperation, otherwise, whatever you want, you will not grow in the terminal. Time is not test your terminal established firm scale, you can fool a terminal customers, but you cannot fool all the time, let you be a storyteller, terminal cleave to "goods don't sell out stock" behavior, you can't do anything. The only way to speed up the turnover, is to assist customers, accelerate the consumers to buy, can form a benign circulation.
Around the point of sale promotion, or buy a gift promotion, propaganda, or community or consumer education, or diseases of the popular science is based on the products, or a human from companies advertising, promotion and so forth, all in all, fighting together with terminal customers become inevitable choice.
In the development of terminal trilogy
The first step
Big academic - well depth of the product
Academic depth of products, from academic itself includes three aspects:
1, product advantages and features of concentration. Which want to distinguish to who say? How do you say? Problem, also is the introduction of product superiority, for the terminal business, you can bring your overall treatment and help the business space, for consumers, is can fundamentally solve the diseases;
2, through effective combination of all kinds of media, the simple sense of three-dimensional and fresh products. Both literal penetration and product features and advantages of matching, and includes the combination of words and images; Both static graphic display, but also clever in deductive;
3, is based on the analysis of the disease to comprehensive treatment, and treatment period (I hate combination + courses), which is both the product extension of academic, is also a product of academic itself. Must follow the scientific, cannot specious, especially not only money in his eyes.
The most important is, in the process of transmission) standing in different angles to the deduction of the same features and advantages of different Angle, of course, more important is continuity and continuity. Even if it is only a simple product symbol, can coruscate gives strong based on the academic vitality, the author calls "academic" products.
The second step
New guest mood, build smooth guest relations
After the age of two votes smooth guest mood, includes three aspects:
1, the general needs of customers;
2, the competition needs of customers;
3, customer demand to adapt to the new environment.
To establish a smooth guest relations, inevitable around the needs of customers in the new environment to be able smoothly. The general needs of customers, cover sheet, delivery, replenishment, settlement, customer research and tracking, etc., and, of course, the operation of the three soft a hard also according to the actual situation (not illegal things do); The competition needs of customers, according to industry precipitation and other good solution to the terminal clients put forward effective Suggestions and comments, the purpose to help clients to win in the competition; Customer demand to adapt to the new environment, which should not only have their precipitation and summary, more is to provide authority comes from the industry or company level of system services, to help end users to achieve transformation.
Need to supplement is rigid and is afraid of the habit, according to the changes in the environment and change, from a more broad and stereoscopic dimensions to a comprehensive look at the guest relations, only heavy affection basis, to have a heavy marketing performance, the author calls it "the new guest mood system".
The third step
Pin system integration, building integration
General speaking, the new environment with the terminal customer integration includes three aspects:
1, the concept of integration, for the recognition of the enterprise, for the product identification, appreciating for docking, etc.
2, strategic integration, enterprise strategy should tolerate you or power terminal strategy, can promote each other, at least, you can't just myself, regardless of the lives of terminal;
3, the promotion of integration, vendors should establish based on project and budget in the form of ground pin system, not only show the promotion.
May the past "is given priority to with me" you are trying, because your product brand or a strong promotion to inspire, terminal customers there is no way, because consumers named purchase shall not cooperate with you, now of the terminal customers have learned "directly with manufacturer", "direct agent" and "OEM", "first products" and so on, you don't take into account the recent situation and interests of the terminal customers, end users, of course, also won't consider your feelings.
In the new environment, there is the survival of the pressure, the pressure of competition and pressure to adapt to the new environment, but each have their own advantages, only in the true sense of complementary advantages, can in the new environment to realize the difference between the depth of the previous collaboration and win-win cooperation.
Situation, for those routes, it is simple, it is not easy to do. After the age of two votes you like it or not has been in the industry of profound changes, are you still infatuated with based on the "four one", "three soft", "shout the slogan" under study, shop goods, pin, someone else has "academic", "new customer", "integration". You may always blame personnel is not enough, insufficient resources, weak leadership, but weaker than you more business in the curve rapidly overtake the two votes, you can only cried out, "who moved my cheese", why am I here, there is no "carry a message to Garcia"? Author: the new fruit consulting co., LTD. General manager Zhang Shanguo |
