The three rules of generic drug marketing
The once-popular list of essential medicines will be released at the end of April, but the dust has not yet settled. For those of us who are waiting for the industry, it is inevitable that I will be a little worried because of anxious waiting. However, with the draft of the new medical reform draft and the promulgation of the three-year key implementation plan, the policy orientation has been clear, the industry trend has been fixed, and the old quarter has entered a word. It seems that pharmaceutical companies can revisit and remember Chairman Mao’s words in marketing. . On August 13, 1945, in response to some people's superstitious weapons and distrust of the misunderstanding of the people's strength, at the Yan'an cadre meeting, Chairman Mao made a speech entitled "The Situation After the Victory of the Anti-Japanese War and Our Policy". Chairman Mao said: "What is the basis of our policy? On the basis of our own strength, it is called self-reliance. Today's China's pharmaceutical industry, the foundation of its strength, in addition to the "self-reliance, hard work" spirit core, the balance of its marketing trends, will increasingly lean toward the "three products," including varieties, categories and brands. Front, variety advantage. In the variety advantage, it can be further subdivided into two "products", quality and quality, that is, the quantity is high quality. 1. Advantages of product regulation. As a generic drug company, it is undoubtedly beneficial to improve the utilization efficiency of dealers, terminals, corporate brands and sales teams in terms of “quantityâ€. Especially for commercial customers, the product advantage is almost decisive. 2. Quality advantage. Good products don't necessarily sell well, but good sales must be good products. Maintaining the stability and sustainability of product quality is the foundation of pharmaceutical companies. It is directly related to the brand's reputation, loyalty and brand safety. The general medicine must not shrink in quality. One in a million, it is likely to cause a 100% crisis. Enterprises have to be careful. The new medical reform program requires that the production enterprises should strictly implement the quality management standards for pharmaceutical production, improve the quality management system, and strengthen the construction of the quality traceability system. It can be seen that "quality" is no longer a "virtual word". Second, category advantages. Similarly, if you have some “special medicines†in the general drug regulations, you will have a greater advantage. What is a "special medicine"? On the one hand, these varieties have the characteristics of wide-ranging, effective, large quantity, low price and no need for promotion. On the other hand, they are homogenized with dozens of hundreds of enterprises, causing different price wars and special medicines. There are generally less than ten types of competitive enterprises, and even the characteristics of the three countries, the two strong or the near are formed in the market structure, which makes the enterprise side have more in the aspects of drug bidding, dealer profit, and multi-variety marketing. Large space. We look at many leading generic companies, such as Suizhong, Kang Enbei, Amendment, Harbin, Sunflower, Shanghai Xinyi and so on. One thing in common is that they all have dozens of products, but none of them. Stretching the front line, but focusing on the featured categories, becoming a brand in the market segment, driving sales of its products. Third, brand advantage. For drug marketing, the “brand†is real, which determines the brand's image and trust in the target customers, and the gold content in the consumer market and capital market. According to the horizontal and vertical coordinate system, the brand can be divided into product brand and enterprise brand in the horizontal direction. In the vertical direction, the red flag and tree image can be inserted in the three “base areasâ€, including: enterprise employees (especially marketing teams), channels ( Business partners, pharmacy, pharmacy clerk, etc.), consumers (doctors, patients), etc. After all, the core of the brand is a kind of "credibility." If you use each of the above links, you can agree with your general medicine through multiple means of communication: good quality, fast sales, profitable, high security, and you have a larger operating space and stage than competitors. Let's take a "invisible hegemon" to talk about the importance of "three products." Ji Wei. Shanghai Xinyi United is a large-scale generic drug sales company, which is affiliated to the Shanghai Pharmaceutical Prescription Drugs Division and is the sales platform for generic drugs in the eight pharmaceutical factories under the Ministry of Commerce. It is relying on the outstanding "three products" advantage, the sales in 2008 was 450 million yuan, the sales of characteristic generic chymotrypsins exceeded 100 million yuan, and the market share reached more than 99%. Variety advantage: Xinyi combined with more than 200 kinds of drug regulations, including nearly 100 basic drug lists in the first draft, more than 70 varieties of unlimited price, no bidding, one-stop distribution of Shanghai generic drugs, which is undoubtedly numerous Commercial customers are extremely attractive. Category advantages: featured chymotrypsin, penicillamine, methotrexate, warfarin sodium, heparin sodium, sulfasalazine, etc., in the respiratory, rheumatoid, hematology, cardiovascular departments, production enterprises, Some even close to the variety, to ensure the competitiveness of the terminal, but also provide the operating space for the dealer. Brand advantage: Backed by the big tree of medicine, the brand promotion of “Xinyi Medicine, One Hundred Years of Inheritanceâ€, Shanghai's regional brand characteristics, brand barriers, will become an insurmountable obstacle for latecomers. According to the policy analysis of the new medical reform, enterprises with “three products†resources will become the final winners of the Chinese generic market. And those companies that are not yet available, how to seek these resources; enterprises that already have these resources, how to effectively enlarge to gain competitive advantage, will become a topic that enterprises must answer! 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