Unusual Period Of Marketing Confusion Faced By Pharmaceutical Companies

In recent years, with the introduction of the various sectoral policies

, the pharmaceutical industry homogenization of increased competition, joint ventures and foreign Yaoqi entry and the introduction of new medical reform, the entire pharmaceutical industry into a very time, the industry is the market hard in the laments do. In fact, China's pharmaceutical market is in a boom after the policy adjustment. Large number of pharmaceutical enterprises in China, product homogeneity severe market environment, Marketing Innovation has become exceptionally difficult, leading time to market is shortened, success often become obsolete. In this situation, how to face drug marketing in the market predicament, to find effective strategy for breaking storm, became the top priority of many pharmaceutical companies.

Author Shi Lichen that pharmaceutical companies face major puzzle is the following:

Troubled pharmaceutical companies marketing ideas Under GMP Certification Production, storage and management of the transformation, the one most enterprises are still in temporary irrational product mix, low value-added products, operations and market development funding constraints and weak position, the fierce competition in the market, claiming that the Neiyouwaihuan double test. How to spend money difficulties? How to Improve Sell Performance? Stick in the end in the primary market, or open up world markets to 23? Is to continue to declare a large number of imitation and competition from cheap Chinese goods, or new drug research and development to expand the market through the development of different areas, or through the commission process to resolve idle capacity? Many drug companies Kuxun ineffective.

Into terminal confusion Terminal is king and country related policy formulation and the new rural cooperative community support has led many pharmaceutical companies to enter the terminal, in order to control the terminal by way of self-built networks to market anti-control and channel. Self marketing network this model have also created a lot of pharmaceutical business success and glory, but most of the problems faced by pharmaceutical companies is the high cost of management, the management team is difficult to maintain, the cost of mud led to many pharmaceutical companies are at a loss and anxious.

Inability to control channel link Since the state distribution system for many reforms, China's pharmaceutical distribution channel has undergone tremendous changes, with the provinces Tender Distribution of specified medical business concentration is further increased, the national logistics companies, logistics companies across the region and regional strong logistics industry is booming, medicine circulation area will gradually form an oligopoly structure. Past traditional logistics system is broken up: dealers cheap sales, discount shipping, changing commodity price upside and washed into a normal, channel customers and end-declining customer loyalty, marketers complaining. Pharmaceutical companies continue to use the "block" approach to treating the symptoms, or use the "diversion" strategy to root of the problem? How closely inter-regional distributors Cooperation Order to achieve sales growth?

Pharmaceutical companies feel the face of weak market

Because of lower prices, tender, and new medical reform and other factors, the overall pharmaceutical market seemed volatile, more and more difficult market, with the state and the new rural cooperative community input, the market seems to be the third terminal pharmaceutical companies a new blue ocean, but many pharmaceutical companies test the water in the third after the terminal divergent natural playing with toys. OTC some production companies attempting to expand the product to the pharmacy input to pull OTC sales, but sales rise in the cost let otc companies complained unbearable. Decomposition of market share from the medical point of view, the hospital accounted for most of the market share of the market, but because of the domestic pharmaceutical companies on product development and quality control of fatigue, caused most of the hospital market allocation of pharmaceutical companies with few, high-end marketing resources? These have become the hearts of pharmaceutical companies.

Lost sales model past the role of past

Ago many pharmaceutical companies to reduce investment market has taken a total Proxy The total distribution of business cooperation model, a simple model, although it is the management of the economy up, but now as the market changes and policy changes in the overall distribution or a simple agent model has lost its past glory, enterprises rely on a single distribution or the total agent model can not be completed on the effective coverage of the market: total distributor or general agent only for its own sales network of large, high profits, payment security, net customers coverage outside the network client can not match, resulting in products growth in the local market suffered a cruel stranglehold; channel is too long, the slow response of market information, layers increases, leading to the final retailers do not profit, no interest or even refuse to sell the distribution of products.

Unusual Period Of Marketing Confusion Faced By Pharmaceutical Companies

By: dpdp

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