The third terminal academic segmentation marketing model was launched in Henan market in March this year. After 8 months of market operation, it has successfully developed markets in Hebei, Shandong, Hunan, Hubei, Shaanxi, Northeast, etc. The basis of marketing theory is quietly rewriting the competitive landscape of the Chinese pharmaceutical market.
The academic segmentation marketing model of the third terminal is aimed at the long-term continuous treatment of patients with chronic diseases, and the characteristics of the disease are persistent and variability. On the basis of fully studying the characteristics of consumption decision-making behavior of patients with chronic diseases, the basic medical training and patient education are the core products. Terminal sales, through the doctor training to enhance the professional authority image of grassroots service providers, improve consumer trust; improve doctors' diagnosis and treatment, medication levels and service skills; use educational popularization activities as a carrier to improve patients' awareness and understanding of diseases To agglomerate patient resources for core doctors, develop one-to-one long-term paired doctor-patient relationship; transform agent role into educational activity performer role, achieve effective implementation and terminal distribution; improve terminal primary hospitals and doctors through doctor training and patient education The competitive situation, the replacement of the full support of the product support.
First, integration
1. Integrate the resources of the society
In January 2007, the company launched an initiative to the China Association of Chinese Medicine to launch the “China Rheumatology Prevention and Intimate Plan†in the country. It plans to provide specialized rheumatoid treatment and medication training for grassroots doctors, and promote the doctors' patients for rheumatism prevention and education activities. Scientific, personalized, follow-up treatment of one-on-one rheumatism. The initiative was fully supported by the Chinese Medicine Association and received strong support from the media, local health bureaus, and grassroots hospitals.
2. Integrate agent resources
Using the terminal network of regional agents, six township hospitals in each county were selected as the designated hospitals in each county. The regional agents were responsible for the organization and implementation of doctor training and patient education.
3. Integrate hospital resources
Use the hospital's department and doctor resources to build a platform for the implementation of the plan and a platform for product sales
4. Integrate doctor resources
Use the doctor's prescription rights and clinical academic resources to carry out product sales and patient education and publicity work.
Promote sales of products with public interest.
Through the integration of the society, agents, hospitals, doctor resources, the academic competitiveness, patient resource share and product sales force of products sold in the third terminal were determined.
Second, replacement
Replacement is a simple, more traditional, more essential core concept of marketing, and the basic process of marketing. The third terminal academic division uses drugs as a medium to bring multi-faceted and multi-angle services to people in the relevant sectors of medicine. This includes patients getting health from them, doctors getting brands, agents getting profits, hospitals gaining economic and social benefits.
Replacing the pre-level: brand replacement hospital resources
Using the National Public Welfare Program medical brand to replace the hospital's departments and doctor resources, quickly reach the hospital's development, hospital distribution.
Second-level replacement: enterprise product and marketing model replacement agency regional agency
Products, advanced marketing model can enable agents to develop hospitals without cost, no cost to contract township hospital departments and resources, control terminals, and realize the agent's current regional agent.
Level 3 Replacement: Training and Credits Replacement Doctor Prescription Rights
Through the training of doctors' professional skills and the issuance of continuing education credits, the doctor's prescription rights are replaced, making them the narrators of our projects and the promoters of the products.
The fourth level of replacement: public welfare plan to promote the replacement of patients' awareness
Through the patient education publicity work carried out around the plan, the patient's awareness of the disease and the understanding of the designated hospitals are improved, and the patients are guided to the designated hospitals for medical treatment, thereby achieving sales of the products at the terminals.
The model quickly completes the construction of sales repayment, network, brand and other resources through resource replacement, forms a new resource form, and realizes service brand building in the health field.
Third, win-win
The third terminal academic marketing model creates a win-win situation for agents, terminal hospitals, doctors and patients in the entire chain of marketing, which lays a solid foundation for the successful development and sustainable development of the market.
Agent interest
1. The government supports the project to solve the problem of hospital purchase and doctor-patient promotion
2, advanced marketing management mode, easy to operate and control the terminal
3, easy to obtain long-term stable economic benefits
Fixed hospital interest
1. The manufacturer pays heavily to create an authoritative image and enhance the image and social trust of the hospital.
2, manufacturers of heavy gold patients education, increase the amount of outpatients, improve the economic benefits of hospitals
3. Improve the level of social medical services with the help of CME project engineering
4. Cultivate professional medical talents and create specialized departments
Doctor's interest
1. Free training in consultation and medication counseling
2. Improve the level of medical treatment and service skills
3, the manufacturer's heavy gold to create an authoritative image, enhance personal social awareness
Rheumatoid patient benefit
1. The personal prevention and prevention of health care by township doctors,
2, the treatment of the scientific system, saving treatment costs
3. Regularly participate in rheumatism health education meeting free of charge
The third terminal academic segmentation marketing model has created a new success story in the highly competitive pharmaceutical market in the Chinese market through the huge business opportunities embodied in the rapid development of the third terminal, through the integration, replacement and win-win marketing theory. Enable pharmaceutical companies to grasp the pulse of the times and launch innovative marketing strategies to provide a new way for the development of enterprises.
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