Pharmacy reconstruction "value chain"

The difference between a chain pharmacy and other retail companies is that he is dealing with special commodities such as drugs, but he still cannot shake off the basic rules and principles of the retail industry. That is to fully meet the needs of customers. The management innovation of chain pharmacies is closely related to the imperatives of the enterprises and the whole industry. In the environment of new medical reforms and pharmaceutical competition increasingly hot inside and outside, they have to prompt the chain pharmacy companies to focus on the "face change" with the pharmaceutical market situation. Drama.

Pharmacy alliances and capital mergers have taken turns. In the past two years, the alliance of chain drugstores formed by the chain of small and medium-sized drugstores in the region has gradually established in the provinces. Driven by the Growth Forum, provincial procurement leagues are in full swing, and there is an accelerating trend. The PTO-fired coalition fire finally arose in China. It is understood that the China Pharmaceutical and Materials Association has become the main driver behind the provincial alliance. Some existing provincial alliances have been upgraded or integrated. Some provinces that have not yet formed alliances have been exposed.

With the more basic and strict implementation of the basic drug system, the sales ratio of the entire retail pharmacy to the hospital will further shrink, and industry consolidation will be inevitable. Capital operation will undoubtedly have more room to play. In the period of long-term sluggish sales and continuous decline in profits, the bosses of some chain drugstores naturally think of finding a husband's family as soon as possible, marrying themselves, and even some of the top 100 chains relying on the back ranks have such ideas.

At the same time, the big chains are waiting for opportunities to expand in different places, or to seek the size of the stock market, or there is pressure for growth in listed stocks. There are VC capital, PE capital, and industrial capital, all staring at the pharmaceutical retail industry. M & A drama will also be staged frequently. The alliance with strong execution of shares will be capital-linked, product-centric, and service and communication learning as an aid, and will grow faster and stronger. Loose union organizations will slowly lose their appeal, in addition to exchanges and annual company-sponsored gatherings.

Systematic professional positioning creates a strong opportunity positioning that is the greatest theoretical breakthrough in marketing. No matter whether it is products, services, or enterprises, we must do our own positioning. Positioning is to be the consumer's mental division, and positioning is to become a homogenous competition. The necessity of the sea market. In the new year, chain pharmacies will be positioned in the industry, and there will inevitably be breakthroughs in truly differentiated aspects. Diversification is aimed at pharmacies operating drugs. Specialization refers to subdividing disease types and specializing in only a few disease types in drug operations. This is a variety of specialty pharmacies. Specialist pharmacies are expensive and must have high levels of pharmacists and physicians. Otherwise, there will be no specialty pharmacy and no pharmacy specialty.

From the perspective of marketing theory, customers are loyal to a product, service or company only when there is no room for choice. When you are clear in business and make your own differentiated features, when customers purchase certain products or need special services, you can only provide them, or you can provide even better than the opponent, and the customers are loyal to you. Now.

In addition, another manifestation of specialization is that the level of combined use of drugs will be greatly improved, and pharmaceutical services will be upgraded. It must be understood that branded companies and products and mainstream drugstore chains are scarce resources. Should be sympathetic to each other, together with high-quality brand-name products to meet market demand, the return of branded products, brand products and companies will be regained favor, chain pharmacy companies have the opportunity to be stronger.

Diversified Accelerated Run Asked for Category Management Since most of the non-drugs (such as drug and drugstores) currently operating in pharmacies are inexperienced and difficult to measure, and the upstream supply chain is not complete, it is difficult to manage them as a business strategy. Diversification must enter the fast lane, and the transformation of pharmacies into retail stores that can sell drugs has become a necessity of history. Chain pharmacies are building from a strategic, tactical, institutional, staffing, capital budget, etc., and building a diversified pharmacy chain, and Ye Gonghao's talk of diversification will lag behind the situation. Chain drugstores must be eliminated from the quagmire of drug sales in the Red Sea, and take a substantial step in the non-drug diversification transformation. Pharmacies will gradually shift from the need to treat and sell drugs to health needs such as health care, health, conditioning, and prevention. The pharmacy will inevitably shift from the information center of the product center to the information transfer centered on pharmacy, nutrition, and health care services; Selling drugs to sell health-related products, to the diversification of the health service industry; from focusing on their own profit to paying attention to consumer needs. The services range from "personal treatment" to "healthy life and management of family members". The service population has changed from the "disease crowd" to the "sub-healthy population, and then to the business community owners." Drugs and cosmetics, equipment, and daily chemical products will surely increase dramatically.

In addition to refined customer management, the use of category management in a truly innovative sense to support diversification, analysis and planning of strategic types of stores through the category matrix, and scientific pursuit of pharmacy profit margins will become an inevitable choice for pharmacy operations in the future. In fact, as one of the important contents of the store's marketing management, category management is a series of related activities that classify the products it manages into different categories and manages each type of product as the basic activity unit of its business strategy. Emphasis on providing value-added products or services to consumers to improve store operations.

Looking for high-quality consumer groups to provide high-value space With the increase in the density of chain pharmacy company stores, the homogenous competition between stores has become increasingly fierce. In recent years, many pharmacies have focused their efforts on improving sales performance on salesperson skills. Units such as increasing the unit price of customers, persuading your customers in one minute, and letting exhibitions produce sales are highly sought after. However, from the perspective of the overall market, the demand for pharmaceutical consumption is relatively stable. It will not be expanded due to the improvement of sales promotion skills of the clerk. To a large extent, it will only be “increaseable” between different stores. If all stores are paying attention to sales skills, all sales staff have reached a certain level of sales skills, then the simple promotion management is certainly no longer.

Customer management is the focus and essence of store operations. Managing customers is the highest level of store marketing, with huge development space and innovation potential. In fact, the industry has long been concerned about this, "membership system" is the embryonic form of customer management. But "membership" is only part of customer management. The failure of many companies to engage in mixed-business operations lies in not finding their own high-quality target customers. The high-quality target customer group refers to the consumption ability or potential. Currently, the products and services provided by the same industry or related industries in the market have not met the needs of the people. For example, customers with strong spending power in chain pharmacies have 18-35-year-old women who are pursuing beauty and health, 80-year-old mother-infants, chronic diseases such as hypertension, hyperlipidemia and hyperglycemia, and middle-aged men with health care needs. , There is a family of gifts, such as precious herbal medicines. Take the example of the 80-year-old mother and child population. Although there are numerous maternity and childcare retail stores that can meet the daily consumer needs of the mother and child population, maternal and infant medication, maternal and child health counseling, and children’s intellectual development and health care needs are common. Baby goods retail stores can not provide, pharmacies if they can provide professional, one-stop health services, is the opportunity.

The management of good people's service, the upgrading of serious illness into the hospital, minor illnesses in the community, and health into the pharmacy have become a new consensus. Pharmacy marketing is a physical and intellectual activity. People's minds operate. The model cannot be fixed. Once it is fixed, it loses the incentive effect. The frontline salesperson and incentive mechanism are crucial. The front-line business staff worked hard, and the leaders at all levels of the company’s headquarters had humane care for the salesperson. Work, life, family and career planning have to be concerned, and various safeguard systems have to be matched. Let the clerk be honest and honest with the customer, and the company culture must do this. Corporate culture construction and employee identification work are very important and critical.

With the intensification of competition in some domestic industries and the deterioration of the industry's living environment, from the simple supply of goods or services to the provision of comprehensive solutions, one of the essences of pharmacy marketing is service. Chain pharmacies not only serve the professional, but also to service upgrades, such as the four division into the pharmacy, pharmacists, physicians, dietitians, beauticians, etc. are all pharmacy service upgrade talent reserves. The service upgrade is also reflected in the fact that member services will surely go deeper, simple discounts, membership days, and points for gifts, and will not bring loyalty to members. It is necessary to develop and develop a disease regimen plan, health management plan, family health management plan, and characteristic service plan that really make members feel at ease.

The upgrading of service capabilities also requires system support and incentives and incentives. In the construction of service capabilities, chain pharmacies must distinguish between what services are valuable and what are the so-called convenience services that use them. Know how to increase valuable or value-added professional services and cancel the so-called convenience service.