In the hospital clinical market, the promotion of prescription drugs pays attention to academic construction capacity and expert network resources, and information transmission pays attention to the academic and professional characteristics of products, and how to promote prescription drugs to the retail market? Although the retail market pays more attention to market planning, brand building and maintenance, the ability to grasp consumer psychology and behavior, and the information transmission pays attention to the scientific characteristics of the product, but for the professional and academic prescription drug products, it is more necessary to achieve the goal through a specific academic implementation path under the academic logic.
Consumer demand logic
The ongoing global pandemic has accelerated consumers\\' online migration; Consumers have undergone structural changes in their own needs, purchasing behaviors and driving forces.
First, the main body of consumption is complicated: the youth group is highly educated and high income; The elderly have strong purchasing power, and their values and consumption outlook are constantly updated. The second is the diversification of consumer demand: from medical sexual health needs (disease treatment) to non-medical sexual health services (prevention, health management, physical fitness, etc.); Toward personalized, diversified consumption development, the pursuit of shopping experience and convenience. The third is the upgrading of consumption awareness: the awareness of quality consumption and rational consumption has increased, and the price driving factors have gradually declined. The fourth is the change of consumption scenario: from medical institutions to health service institutions such as retail pharmacies, from offline to online. Based on this, the sales model of the product can no longer meet the needs of consumers, and the value of drugs without professional diagnosis and treatment plans will lack.
Read the logic of the cure
With the increasing aging of the population, China\\'s epidemiological model has completed the transformation from infectious diseases to chronic noncommunicable diseases. Chronic disease is a "tangible killer" that endangers the health of Chinese residents, with a large number of patients, a long time of illness, and a large demand for services. Retail pharmacies may usher in opportunities in the future. The prescription drugs in the retail market are mainly chronic prescription drugs, obviously, this kind of drugs also has professional and academic characteristics.
Improve the logic of pharmaceutical service
In order to carry the products listed above, retail pharmacies must be able to provide professional patient education and medication guidance. However, at present, the number of pharmacists in China is insufficient, and the willingness and ability of pharmacies to provide professional services need to be improved. Many retail pharmacies used to provide less professional services, only incidental services for pharmacies; There is little demand for prescription drug services and insufficient attention is paid to them.
Nowadays, with the outflow of prescriptions, the demand for pharmaceutical services has increased, and patients need more professional pharmaceutical services, and pharmaceutical services have become professional services in pharmacies. Pharmaceutical companies provide professional guidance to pharmacies; The urgent need for shop assistant education, especially for professional and academic medication guidance, has increased rapidly.
Specifically, the implementation path of the academic promotion of prescription drug retail can cooperate with the chronic disease line of pharmacies to integrate internal and external resources from the aspects of professional capacity building, patient service experience and member management, so as to achieve the overall academic and professional capacity improvement and performance achievement of prescription drug retail.
Professional capacity building
With the increasing pace of upgrading and transformation of retail pharmacies, it is an important topic to train professionals and enhance professional ability from drug suppliers to health service providers. For industrial enterprises, this is a very good opportunity to jointly build with pharmacies to enhance the professional ability of pharmacies. In the provision of professional content, including the transfer of knowledge (disease, category, product), skills (service ability, sales skills), management ability (middle management level, store/project management ability), and through training, communication, competition, supervision, training and other strategic cooperation.
[Case sharing] In 2020, "China Pharmacy" magazine and Star Silver Medicine successfully held the Gold Medal trainer selection activity, which caused a strong response in the industry. It is reported that the selection activity pays attention to the overall improvement of the professional training ability and communication expression level of pharmacists (as shown in the table), from the offline training camp in the preliminary stage, the live broadcast course of the international copyright course instructor to the stage of the semi-final, as well as the full-day guidance of the professional training course instructor, and the situational PK in the final (the professional judges\\' on-site comments on the pharmacy operation cases of the contestants). Through the whole process of training, practice and practical application, we provide professional capacity building services for more pharmacies.
Patient service experience
In view of consumers\\' concern for their own health under the new situation, experiential marketing has become the normalization of pharmacy services. Such as health monitoring and documentation, indicator interpretation, health advice and other chronic disease services emerge in an endless stream. In recent years, professional pharmacies have made a very solid practice and exploration in pharmaceutical services such as drug history management, prescription interpretation, drug safety guidance, and achieved satisfactory results through category combinations such as chronic disease product portfolio program, cost-effectiveness analysis of combined drugs and language.
[Case sharing] In 2020, Star Silver Medical will cooperate with major drugstore terminal stores in the region to provide patients with visual microcirculation detection projects when staying in the store. Through the instrument detection, patients can vividly and intuitively observe the microcirculation of various parts, combined with the characteristics of microcirculation blood flow, coupled with scientific inquiry, can initially judge the patient\\'s related venous diseases. Subsequently, pharmacists guide rational drug use according to the basic situation of patients and provide professional treatment plans. There is also the Shandong Suyu civilian "hundred regiment war" activity, it is reported that through the resident test, the activity brought nearly a thousand chronic venous disease customers to the store, at the same time, the pharmacy\\'s related products to achieve double sales.
Member activity management
The purpose of the membership system is to shorten the distance between stores and customers, increase the information communication between the two sides, consolidate the inherent consumer groups of their own business circle, and carry out business operations around the members to consolidate the target customer groups. The management indicators in the process of member service mainly include: the effective number of members, the efficiency of members, the frequency of members coming to the store, the turnover rate of key members, and the analysis and mining of relevant data such as member satisfaction.
At present, many pharmaceutical companies are working with pharmacies, especially to provide whole-course management solutions for chronic patients, and continue to expand the accessibility and affordability of high-quality medicines. Actively help promote the standardized management of chronic diseases, is committed to improving the professional level of pharmacists in pharmacies and pharmaceutical service capabilities, and improve patients\\' health management experience and medication compliance.
[Case sharing] Since last year, Star Silver Medicine and the big chain hand in hand, launched the "vein disease health class", Star Silver Medicine team arranged special personnel, the system of professional disease knowledge through interactive experiential small class form, so that more customers understand the disease, help scientific management and treatment, So as to achieve the drainage promotion, activate members, increase the purchase rate, coordinated chronic disease management and other goals, it is worth learning.
Summary:
For industrial enterprises, prescription drugs must be professionally driven in the retail market, enabling chain pharmacies to provide professional and academic diagnosis and treatment programs for patients. Establishing a prescription drug retail model centered on pharmacies and taking members as the core to carry out chronic disease management implementation path is the secret of prescription drug retail marketing.