This XXXX pharmacy investigation report aims to collect, record and sort out the information and materials of the calcium tablet market in pharmacies purposefully and systematically, analyze the sales situation of calcium tablets in pharmacies, understand the current situation and development trend of the calcium tablet sales market in pharmacies, and provide objective and correct information for the investment decision or marketing decision of the pharmaceutical industry. Including the basic situation of pharmacies, competitive sales of stores, business strategies and sales targets. Collect, sort out and analyze the market information of calcium tablets in pharmacies, grasp the development law and trend of calcium tablets in pharmacies, and provide reliable data and information for enterprises/investors to predict and make decisions on calcium tablets market, thus helping enterprises/investors to establish correct development strategies.
Key words:
Investigation report on sales of calcium tablets in XX pharmacy
1, preface
1. 1 purpose of investigation
Through the field investigation on the sales of calcium tablets in XXXX pharmacy, I can improve my social practice ability in marketing and provide theoretical reference for the purchase and sales of calcium tablets in pharmacies.
1.2 investigation time
20xx65438+February 5th-65438+February 8th
1.3 survey site
XX road XX drugstore
1.4 Respondents
Understand and analyze the actual sales situation of calcium tablets in XXXX pharmacy, including the personnel arrangement in the sales area of calcium tablets, the main consumers of calcium tablets, the daily sales volume of calcium tablets, the promotion activities of calcium tablets and the preferential activities of calcium tablets.
1.5 survey objects and methods
Through the on-the-spot investigation of the sales of calcium tablets in XXXX pharmacy, the investigation was carried out by means of inquiry and in-store investigation. To understand the marketing situation of calcium tablets in pharmacies.
2. Competitive sales of calcium tablets in the store.
The promoters of XXXX pharmacy are responsible for the promotion and sales of calcium tablets in pharmacies; Do a good job in the display and display of the company's calcium tablets in pharmacies; Can actively participate in the promotion of calcium tablets and the knowledge training of calcium tablets organized by pharmacies. Can actively cooperate with all kinds of calcium tablets promotion activities organized by pharmacy department; Timely feedback the market information and sales data of various calcium tablets. The tour leader or lobby manager is kind and polite, calm and generous, cheerful, with certain pharmaceutical professional skills, good psychological quality and social communication skills, and can properly handle the work arrangements of XXXX pharmacy.
XXXX calcium tablet promoters are between 18-40 years old, have good medical professional knowledge, are familiar with the functions and precautions of each calcium tablet, can explain calcium tablets to customers, and are extroverted and have strong communication skills. Have extensive interpersonal relationships, be able to archive the information of customers who often buy calcium tablets, understand the customer's illness, understand the types of calcium tablets that customers often buy, and create a competitive atmosphere of "know yourself and know yourself." Promoters can, under the guidance of the lobby manager, assist the team leader to make monthly, quarterly and annual promotion plans for calcium tablets according to the overall planning of calcium tablets sales in pharmacies; On the premise of normal sales of conventional calcium tablets, we are also actively responsible for the promotion of new calcium tablets in pharmacies, expanding the categories of calcium tablets in pharmacies, and providing satisfactory services to more customers. While the promoters of XXXX drugstore completed the daily sales task of calcium tablets, they provided after-sales service and established a good customer relationship. At the end of the month, the sales statistics report of promotional activities can be completed on time and with good quality; In addition, according to the promotion plan of calcium tablets, actively implement promotional activities.
4. Business strategy and main products.
Mainly sells calcium D300 chewable tablets, which are most suitable for calcium supplementation in winter. Many parents will buy calcium tablets for their children, which is estimated to sell 500 boxes. According to the sales volume, the order quantity will be adjusted in time. According to the survey, the sales performance of calcium tablets in XXXX pharmacy last year and the year before last has been very good.
5. The sales target of calcium tablets is expected to reach the monthly sales of10.5 million.
Through this on-the-spot investigation of the target pharmacy, we have deepened our understanding of the basic situation of the pharmacy, business area, store environment, calcium tablet varieties, calcium tablet display, calcium tablet consumer group analysis and calcium tablet promotion activities. Learn to analyze the competitive sales of calcium tablets in pharmacies. I learned the business strategy, current goal, short-term goal and long-term goal of calcium tablets in XXXX pharmacy, and consolidated my professional knowledge.
Conclusion This survey only represents personal views, and the formulation of marketing strategy of calcium tablets in pharmacies needs to be determined by combining the geographical location, human flow and economic strength of pharmacies.
Drug store research report 2 Drug retail enterprises (drug stores) will sell medical devices more or less in the process of drug management. Medical devices, like drugs, should also implement corresponding systems and regulations in the sales process. However, most medical device enterprises often violate these systems and regulations and neglect the management of medical devices. The author analyzes some problems found in daily supervision as follows.
First, the existing problems:
1, lack of instrument knowledge. Many drug stores, especially the heads of drug retail enterprises below the county level, mostly have only high school education, and some have only junior high school education. They are not very clear about the laws and regulations related to medical devices, and pay insufficient attention to the quality management of medical devices, which leads to the failure to implement various rules and regulations of enterprises, management loopholes and certain security risks. At the same time, due to the limitation of understanding, the lack of necessary understanding of medical devices, especially the lack of understanding of the definition of medical devices, will inevitably lead to irregularities in one way or another in the business process.
2. Unlicensed operation or out-of-range operation. Many enterprises only have one or two types of medical device business licenses, but they have expanded three types of business without authorization; There are also some pharmaceutical retail enterprises that believe that they can operate some second-class medical devices without a medical device business license, so they take it for granted to operate all second-class medical devices or even third-class medical devices.
3. The purchase channels are not standardized, and the warehousing acceptance is not strict. Many medical device business units do not strictly follow the established system for procurement, or there is no corresponding system at all. In the process of purchasing, there is a phenomenon of not asking for product-related qualification certificates, or even purchasing directly from private hands. Because the purchase channels are not standardized, some enterprises do not fill in the purchase acceptance records of medical devices as required, only fill in some product information, or simply do not fill in. Irregular purchase channels and lax warehousing acceptance will inevitably bring hidden dangers to the safety of public machinery.
4, custody, storage is unreasonable. Many enterprises think that there are no special regulations on the custody and storage of medical devices, so they don't pay much attention to the maintenance of medical devices. It is this indifference that leads to the decline of product quality due to unreasonable custody and storage of some medical devices. For example, some rubber products age due to long-term exposure to high temperatures.
5. No adverse events were monitored. After selling medical devices, pharmacies do not realize that it is their legal duty and obligation to collect, sort out and report the adverse drug reactions of medical devices. Some enterprises also have misunderstandings about the adverse drug reactions themselves, and they are unwilling to make such problems public, for fear of adverse effects on enterprises, and simply do not report or conceal them.
Second, the way to deal with it.
1, strengthen training. First, strengthen the professional training of medical device supervisors. Law enforcement officers should first seriously study the laws and regulations of medical devices and fully grasp the legal system of medical devices; Secondly, we should thoroughly study the business knowledge such as the classification rules of medical devices, and help and guide enterprises to standardize the operation of medical devices in their work. The second is to strengthen the training of medical device practitioners. As medical device practitioners, first of all, we should learn the knowledge about laws, regulations and quality management of medical devices to improve our legal literacy and quality awareness; Secondly, we should learn the knowledge about the monitoring of medical device adverse events, understand its responsibility and significance, and provide first-hand information for the regulatory authorities to monitor the quality of medical devices; Finally, it is necessary to strengthen internal training of enterprises. All enterprises should make training plans to ensure that all employees can receive training in laws and regulations, professional skills and professional ethics, and check and record according to regulations.
2. Strengthen supervision. The first is to change the concept of supervision. For a long time, the food and drug supervision department has a regulatory idea that drugs are more important than devices. The supervision of medical devices should put drugs in the same important position, and drugs and medical devices should be supervised and promoted together to ensure people's health and the safety of using devices. The second is to strengthen daily supervision. It is necessary to increase the number of daily supervision and combine comprehensive supervision with key supervision, which not only eliminates the dead angle of supervision, but also improves the efficiency of supervision. Those who fail to apply for the Medical Device Business License according to regulations, or arbitrarily change the licensing items and operate medical devices beyond the scope shall be investigated and punished according to law, and the implementation of various rules and regulations of the enterprise shall be checked, and the problems found shall be recorded one by one. The third is to strengthen technical supervision. Grass-roots food and drug supervision departments should not only check the product qualification, purchase channels, expiration date and other general ways, but also further involve the professional and technical level of medical devices, and strengthen supervision with technology as the support.
3, the implementation of medical device quality certification system. In order to ensure the quality of drugs, the National Bureau has formulated the "Quality Management Standard for Drug Trading". When dealing in drugs, pharmacies must pass GSP certification of drugs. However, so far, there is no similar specification to ensure the quality of medical devices. As a regulatory department, we should implement the medical device quality certification system for similar drugs as soon as possible to ensure the quality of medical devices from six aspects: management responsibilities, personnel and training, facilities and equipment, procurement and acceptance, display and storage, sales and service, so as to standardize the management of medical devices.
4. Establish enterprise credit system. Now all local regulatory authorities have established corresponding credit files for pharmacies. As a part of enterprise management, medical devices have a small amount of operation, but there are also many problems that are prone to occur. The regulatory authorities should also establish an evaluation system for medical devices operated by pharmacies, and record the violations of medical devices as one of the criteria for evaluating the integrity of enterprises. By establishing and perfecting the integrity file, recording the behavior of dishonesty, publishing the degree of integrity, promoting enterprises to enhance the awareness of integrity and self-discipline, and consciously standardizing the business behavior of medical devices. Regulatory authorities can also implement classified supervision according to the integrity of enterprises, further reducing regulatory costs and improving regulatory efficiency.
At present, the competition in the domestic pharmaceutical market is becoming increasingly fierce, and the living conditions of pharmacies and clinics are also the focus of attention of the majority of people in the industry. Recently, the author made a relevant investigation on the living conditions of local pharmacies and clinics by visiting the principals or buyers of pharmacies, clinics and health service stations in the central city of xuyong county, Chengbei New District and four towns under their jurisdiction (Maling Town, Jiangmen Town, Luobu Town and Houshan Town).
First, the operating mode is different.
This year, affected by the weak macro-economy, consumers' demand for health care products has weakened, and they are more dependent on medical insurance varieties. Therefore, the proportion of drug store operators' capital investment in health care products and non-medical insurance varieties has declined. More profits are achieved by recommending varieties of other small manufacturers and brands through shopping guides.
Through visiting 23 pharmacies, it was found that 18 was included in the category of designated retail pharmacies for urban basic medical insurance; Sheng Jie Pharmaceuticals (direct chain stores) and Renrenkang Pharmacy (chain stores and franchise stores) are obviously superior to other brand pharmacies in terms of product category optimization, complete types of essential drugs and beautiful storefront environment. This is also the embodiment of the differentiation strategy of pharmacies.
In addition, some chain pharmacies have obtained special licenses to sell infant formula milk powder and set up counters for infant formula milk powder. Expanding the business scope is undoubtedly another new measure for pharmacies to implement the differentiation strategy and enhance the competitiveness of the industry.
Second, interpret the purchase of pharmacies and clinics
Enjoy commodity information resources through * *, which is conducive to reducing procurement costs.
According to the investigation and interview, at present, most local pharmacies in Xuyong publish and share purchasing information through a platform, which is a well-known pharmacy alliance in the industry, and it allows members to share commodity information resources. The pharmacy alliance requires its members to provide the real purchase cost of their pharmacies, including product name, specifications, manufacturers, suppliers, settlement methods, purchase prices, etc. The information is posted on a special website platform, and members can see the online price comparison system after entering the unit name and password. According to the purchase price of different products in each drugstore, member units can freely exchange data and products. Because of the enjoyment of purchasing information, it can provide price comparison basis for purchasing management, and the purchasing cost can also be directly reduced. This is also the advantage of chain pharmacies and franchised pharmacies compared with single pharmacies.
Joint procurement can effectively improve the bargaining power of buyers. Drugstores purchase in multiple batches, while single-batch purchases are few, which makes the bargaining power of upstream suppliers particularly weak. In this regard, the xuyong county Pharmacy Alliance takes out some good products on the platform, enlarges the procurement network, then makes joint procurement, and finally negotiates with upstream enterprises, so as to gain more benefits and win more operating space for the distribution cost of pharmacies.
Third, the weak price advantage of the clinic needs to be improved.
This survey shows that the current policy of doctors' multi-point practice is unclear, the policies of private clinics and private hospitals have not been fully liberalized, the medical service system has not been perfected, there is no reasonable standard system of graded services and graded charging services, and the price of medical services has been distorted for a long time. Policy and institutional obstacles lead to the weak price advantage of retail clinics, let alone the docking of medical insurance payment. In addition, due to the time limit for reimbursement of the new rural cooperative medical system (regular follow-up visits in the next month), there is a backlog of fund advances. In this way, in the process of drug procurement, the payment method of payment will be delayed to cash more to cope with the financial pressure.
Fourth, medical service resources have not been fully enjoyed.
The author found that at present, township health institutions lack communication platform, and the cooperation and coordination of various medical and health institutions at all levels are insufficient, so it is difficult for the service system to effectively deal with the increasingly serious health problems such as the high incidence of chronic diseases and the increase of medical expenses for patients. In a township clinic in Xuyong, the author once met a patient who came to see a doctor. According to him, when he was examined in another small private clinic in the local area a few days ago, the doctor told him that he had an incurable disease and said that he needed staged drug treatment to be sure. However, patients reported that the previous drug cost 100 was too much, which was invalid. He changed the clinic, ate for a few days, and the pain improved obviously, like countless similar situations. In fact, the fundamental reason for this is peer competition. For the treatment of some difficult diseases, there is often a network remote diagnosis and treatment platform in big cities, but in township primary medical units or clinics, such high-quality medical service resources are urgently needed to enjoy.
E-commerce still has great potential in drug procurement in pharmacies and clinics.
E-commerce is a new cooperation mode. At present, most pharmacies and clinics in Xuyong area purchase western medicines and Chinese patent medicines through the online platforms such as 10 1 Medicine, Jin Rong Medicine and Soso Medicine. Although the monthly online shopping frequency and the purchase volume of Chinese herbal pieces are obviously less, and more offline telephone contact and distribution are selected, the phenomenon of online shopping of Chinese herbal pieces is becoming more and more common. At present, the excellent pharmacy purchase and sale alliance takes e-commerce as the means of information communication, takes drug purchase and sale as the basic business support, provides management output and logistics solutions to gain more value-added space, and takes the satisfaction and profitability of cooperative customers as the control indicators. Online transactions will inevitably form direct competition for offline distribution channels through management output, information resource sharing and logistics solution output. At present, relevant state ministries and commissions are actively introducing incentive policies to guide offline transactions to online transactions, thus continuously expanding the scale of e-commerce transactions.
To sum up, this survey found that the development status of pharmacies and clinics in xuyong county, Luzhou City, which is located at the junction of Sichuan, Yunnan and Guizhou provinces, is only a microcosm of the industry status quo. Competition is cruel, and relevant national policies and systems need to be improved. The popularization of e-commerce in the future will also better promote the industry to achieve resource integration and win-win cooperation.