Analysis:
1. Pharmaceutical industry in strategic transformation
With the deepening of China's medical system reform, China's pharmaceutical industry has gradually entered the era of surplus economy, pharmaceutical products have gradually changed from special protected commodities to ordinary commodities, and drug prices have continued to decline, and the pharmaceutical industry will enter the era of meager profit. Especially after China's entry into WTO, China's pharmaceutical industry is facing unprecedented competitive pressure, the survival of the fittest intensifies in the market, the homogenization of pharmaceutical products is serious, the profit rate is reduced, and pharmaceutical enterprises generally lack scale advantages and cost advantages, so pharmaceutical enterprises have to innovate in marketing to maintain their competitive advantages. In the new era background and market environment, China pharmaceutical enterprises have been pushed to the stage of modern marketing, and China pharmaceutical market is brewing a huge and profound industrial adjustment and marketing reform.
1. 1 Challenges faced by pharmaceutical enterprises
1. 1. 1 survival of the fittest is getting worse and worse in marketing.
Since the end of 1990s, driven by market competition and policy factors, pharmaceutical enterprises in China have undergone drastic changes. The original 6,000-odd industrial enterprises were reduced to 4,900. With the compulsory certification of GMP and GSP, it is estimated that only about 3,000 enterprises will survive by the end of this year. The number of enterprises has decreased, but the overall scale of enterprises has become larger, and the production capacity, technical level and marketing ability forged to adapt to competition have been greatly enhanced.
The competition in marketing has not been weakened by the reduction of the number of enterprises, but has become more tragic because of the power of brand marketing. Medical sales are becoming more and more difficult, and the new medical insurance system has also affected medical sales to varying degrees. With the promulgation and implementation of the new Drug Administration Law, the advertising fee was limited to 8% of the sales, and the prescription drug advertisement was withdrawn. In terms of prescription drugs, more and more hospitals prohibit medical representatives from entering departments, and the new Drug Administration Law further restricts the sales of kickbacks. In this way, marketing ability is more important for pharmaceutical companies.
1. 1.2 The homogenization of pharmaceutical products is serious, and the service requirements are further improved.
On the whole, really excellent drugs are very scarce, there are too many low-level imitations in the industry, and there are more and more pharmaceutical products with the same or similar functions. On the one hand, customers have more product choices, and at the same time, the requirements for medical customer service are getting higher and higher, so it is necessary to provide targeted health solutions to meet health needs. On the other hand, the low-level marketing strategy of "class war" is popular, which seriously affects the establishment of pharmaceutical brands.
1.2 CRM helps pharmaceutical enterprises to enhance their competitive advantage.
With its powerful functions, customer relationship management has been paid more and more attention by pharmaceutical enterprises, and it has also become a sharp weapon for some pharmaceutical enterprises to build their own core competitiveness and a platform for integrating enterprise resources. Only by implementing the advanced CRM concept, deeply grasping the needs of the final consumers, controlling customers and channels, and improving marketing and service means, can pharmaceutical enterprises in China achieve sustained growth in operating efficiency. Mainly in the following aspects.
1.2. 1 Improve access capacity and expand market share.
With the intensification of market competition, the rapid development of pharmaceutical enterprises and the enrichment of product lines, the sales of enterprises show regional personalization, including specific target hospitals, pharmaceutical companies, pharmacies, supermarkets, shopping malls and other trends, and the sales channel network becomes complex. Today, with the homogenization of products, prices and even advertisements, the differentiated competition of channels has naturally become the focus of attention of enterprises. Therefore, improving channel capacity and expanding market share have become the common choice of pharmaceutical enterprises.
1.2.2 in-depth marketing, control terminal
As far as pharmaceutical sales are concerned, channel monopoly is far from enough. The terminal is an extension of the sales channel, the forefront of the market, and the most concentrated place to reflect the value of the channel. After the establishment of a huge channel, how to ensure and improve customer satisfaction and prove customers' loyalty to the enterprise has become a key issue that the company urgently needs to solve. Therefore, terminal construction must be down-to-earth and intensive. At present, the management of channel customers by pharmaceutical enterprises often only stays in supply and payment, and there is no clear statistics on the business flow of distributors. It is difficult to realize the unified management of cross-regional branches and the rational allocation of resources; Uncertain demand of end users not only lacks sufficient initiative, but also makes it difficult to respond quickly to demand, leading to the loss of customer base; All these make the growth of pharmaceutical enterprises encounter bottlenecks.
Through the customer visit management of CRM system, we can track the flow direction, flow rate and terminal market information collection of products, master the commercial channels of products and control the distribution management; Grasp all kinds of information of China pharmaceutical sales market, analyze and summarize, and accurately determine the market positioning and sales positioning of each product; Establish and manage complex market activities, improve the effect of market activities, and obtain potential customers at the fastest speed; Establish competitor data and competitor product data, collect sales records of competitive brands, and effectively adopt corresponding strategies; Optimize the information flow between the market and the sales department. One-to-one marketing to enhance core competitiveness. Domestic pharmaceutical sales representatives are the group that uses "relationships" the most among salespeople in various industries. CRM system can integrate all customer-related information collected by pharmaceutical companies from different channels and regions, which will enable pharmaceutical sales representatives to establish more accurate customer files according to their own goals, keep abreast of current and past customer information records, make customer visits more effective, and enable sales and marketing personnel to form a consistent evaluation of customer relationships, products, sales and markets.
2. CRM system planning of pharmaceutical industry
2. 1 customer resource integration
CRM has a wide range of customers, generally referring to all the objects of products and services provided by enterprises. From the flowing form of product sales, customers in CRM include all the links that products go through from enterprise production to final consumers. Customers in the pharmaceutical industry generally include: hospitals (doctors), sales companies (sales representatives), pharmacies (shop assistants) and final consumers (patients).
Establish a complete and consistent customer database in CRM system and manage it separately. With these basic data, we can comprehensively evaluate customer value and arrange market investment in a targeted manner. At the same time, in order to be as close as possible to the end users, enterprises need to deploy specialized manpower to collect relevant information of the end users. Through call center, questionnaire survey, telephone call, promotion feedback and other means, and through the integrated analysis of relevant information by CRM, we can extract data that is instructive for market decision-making and provide help for business.
In view of the main circulation areas of OTC drugs, pharmacies and drug wholesale companies are managed as customers, including the statistics of customers in the target market, including the strength of customers (business area and staff size), the amount and frequency of customers' purchases, and the radiation area and capacity.
2.2 pharmaceutical industry customer segmentation
Customers in the pharmaceutical industry mainly include pharmaceutical companies (channels), pharmacies (terminals), hospitals and consumers (patients). Their main information includes the following:
Pharmaceutical company (channel): name, address, postal code, telephone number, fax number, registered capital, business scope, superior supervisor, branch, local ranking, GSP certification, bank, account number, number of employees, number of hospitals, number of pharmacies and number of patients; Dynamic information: annual drug sales, annual drug sales, timely payment rate, number of subordinate channels, drug procurement cycle, drug inventory, etc.
Pharmacy (terminal): name, address, postal code, telephone number, fax number, number of employees, business area, business hours, types of drugs handled, bank of account opening, number of accounts opened, drug delivery process, counter name, customer arrival time, drug delivery cycle, monthly average sales of drugs, monthly average sales of drugs, proportion of drugs at the counter of pharmacy, and timely repayment rate.
Shop assistant: name, native place, gender, date of birth, marital status, education level, graduate school, position, department, contact telephone number, address, work experience, e-mail, society, hobby, professional title and best contact time.
Hospital: name, address, postal code, grade, telephone number, fax number, number of doctors, number of beds, bank, account number, home page, ownership form, number of chief doctors, number of deputy chief doctors and number of senior doctors; Dynamic information: the number of outpatient clinics, the number of outpatient clinics in various departments, the number of prescriptions classified by drugs, the average utilization rate of beds, the number of drugs purchased annually, the number of drugs purchased annually, the types of drugs purchased, the channels for purchasing drugs, the payment methods for drugs, the purchase cycle, the Pharmaceutical Affairs Committee and the Medical Device Committee.
Doctor: gender, date of birth, marital status, education level, school of graduation, native place, contact telephone number, address, spouse's name, e-mail, position, department, professional title, academic characteristics, social * * *, personality, work experience, hobbies, best call time, average monthly outpatient visits, our company's drug prescriptions, our company's drug prescription ratio, average monthly.
Consumer: customer's name, gender, birthday, customer type, customer source, whether to retire, position, occupation, health status, economic status, whether to provide free medical care, home address, home phone number, zip code, work unit, phone number, main contact information, best communication time, hobbies, city, region, and what medicine to take; Dynamic information: health monitoring records and healthy living behaviors.
2.3 pharmaceutical industry sales model
There are many types of enterprises in the pharmaceutical industry, which can be roughly divided into: pharmaceutical manufacturers, pharmaceutical health care products and consumer goods manufacturers, medical device manufacturers, pharmaceutical commercial enterprises, medical institutions and so on. Various types of enterprises have their own characteristics in business models and different sales models.
2.3. 1 new special drugs and medical devices:
Medical representatives carry out hospital promotion and doctor education, and commercial companies cooperate in sales.
The sales process is quite long.
Pay attention to market share and growth, focus on hospital customer share, and focus on the completion of product indicators.
Centered on hospitals and doctors.
2.3.2 Generic drugs
Entrust other pharmaceutical companies to carry out terminal operations and pursue profits and benefits.
The sales process is very short.
The focus is on total sales, total expenses, profits of each customer and each transaction, etc.
Focus on partners.
2.3.3 OTC&。 Health products
Channel distribution entrusts other pharmaceutical companies to carry out terminal operations and pursue profits and benefits.
Promote through marketing means, subdivide consumption behavior, and find out your target consumer groups.
Take consumers as the center.
3. Business blueprint of CRM system in pharmaceutical industry
3. 1 Unified customer resources
Customers are an important asset of the company. At present, most pharmaceutical enterprises do not have a unified database to manage customer information, and customer resources are scattered in the hands of various salespeople. Through the centralized and unified management of customer assets through CRM system, the problem that sales personnel occupy key customer information is solved, and the loss of customer resources caused by the turnover of sales personnel is avoided.
Through CRM system, we can provide a 360-degree view of customers for the relevant personnel in the marketing, sales and service links of enterprises, understand the contribution of customers to enterprises, form a consistent evaluation and analysis of customers, and better serve the marketing, sales and service links.
Through customer value analysis, we can find out the company's gold customers and concentrate the company's limited resources on key customers, so that the company can provide more personalized services and enhance customer satisfaction and loyalty.
Sales, service and marketing personnel * * * enjoy customer information, reduce information breakpoints, and effectively cooperate with customer liaison departments to avoid customer service problems without looking for responsible persons. The drug flow direction is clear. According to the customer's region, product, customer industry and other information, the daily business scope of the salesman is divided.
Manage and standardize the daily visits of salesmen, collect market information through daily visits, and monitor the flow direction, flow rate and discount rate of drugs after leaving the factory, including timely grasping the sales inventory of dealers at all levels in the system. At the same time, managers can monitor the sales performance of salespeople conveniently through the system, and provide reference standards for evaluating the sales performance of salespeople.
Track the purchase and payment of first-class dealers, count the purchase and sales of dealers at all levels and different types of retailers, and understand the sales of products in a timely and accurate manner.
Grasp the market information of competitors in time, grasp and analyze all kinds of market information, and accurately determine the market positioning and sales positioning of each product; Standardized sales process The new special medicine model is to promote hospitals and educate doctors for medical representatives. Its sales process is relatively long, as is the sales of large medical devices. For the long-term sales process, different sales stages are divided according to different products, and different tasks are specified for different sales stages, and the implementation of these tasks is checked in the specific sales process, thus standardizing the sales process.
With the help of standardized sales process and powerful sales knowledge base, sales staff can quickly improve their sales ability and improve their sales success rate.
Integrate all sales leads at the company level, provide a lot of customer leads, market intelligence and other information for sales staff, as well as powerful sales forecasting tools and schedule management tools to help sales staff carry out their daily work, improve work efficiency and effectively solve the phenomenon of grabbing orders in the sales process.
By setting the sales approval process, the sales price can be effectively monitored.
3.4 Accuracy of sales forecast
Make the company's annual sales target, and reach the sales target to the region, community and sales representative layer by layer, and distribute the sales target according to the variety and dealer.
Can manage the annual distribution agreement signed with dealers, and clarify the variety and price policy of sales.
Check the sales performance of regions, communities, sales representatives and distributors at any time.
Sales managers and sales representatives at all levels can make accurate sales forecasts by grasping the flow direction of drugs in time.
You can set the drug sales speed of dealers, and automatically remind them of expiration, effectively preventing the smuggling of goods. Refinement of marketing activities There are many marketing activities of pharmaceutical enterprises every year, including TV media advertisements, print media advertisements, advertising promotion, joint outpatient promotion, expert seminars or lectures promotion, drug promotion conferences, expert free clinics and so on. These marketing activities need to spend a lot of money, so the meticulous management of marketing activities can effectively control unnecessary investment in marketing activities, enhance the pertinence of publicity activities and reduce the waste of marketing expenses.
Establish and manage complex marketing activities through CRM, manage marketing in a unified way, monitor the whole process of planning, budgeting, execution and evaluation of marketing activities, track and analyze the performance of marketing activities, improve the effect of marketing activities, and acquire potential customers as quickly as possible;
Ensure that subordinate institutions, distributors and agents know the current marketing policies and publicity priorities of the enterprise in time, carry out standardized marketing activities, and ensure the unity, standardization, timeliness and effectiveness of brand publicity activities.
Establish competitor data and competitor product data, collect sales records of competitive brands, and adopt corresponding effective strategies to surpass competitors.
3.6 Workflow automation
Automatic reminder of activity schedule.
Automatic circulation of business document approval.
The sales manager can arrange the daily visits of the sales representatives.
Automatically remind customers of complaints or service requests.
Automatic generation of customer service activities.
Automatic reminder of customer sales.
3.7 scientific decision support
Understand the flow of drugs in the market chain in a timely and comprehensive manner to avoid large-scale cross-selling.
Analyze the sales situation of the target market in a comprehensive and timely manner.
Understand and evaluate the effect of marketing activities in time and decide whether to continue marketing activities.
Through the customer value pyramid, find out the company value customers.
Conduct all-round and multi-angle analysis from different latitudes such as customers, products, departments and regions.
3.8 Business functions
Customer management, including intermediate customers and end customers, has a superior-subordinate relationship between customers, which can form a distribution channel network;
Customer contact management, managing customer daily contact activities, including salesmen visiting distribution channels to understand the purchasing, sales and storage of products in channels, as well as the launch and promotion of products;
Customer value management, through customer value evaluation, find out the customers who have the greatest potential to become big customers and concentrate resources to enhance their value;
Customer life cycle management, through the promotion of life cycle, turn potential value customers into real value customers;
Customer rebate management, which uses the customer commission function to manage the rebate to customers;
Annual sales plan management, which can formulate annual sales plan indicators, decompose sales plan indicators to department employees, and further decompose indicators to products and distributors;
Annual distribution contract management, you can sign an annual distribution contract with dealers and stipulate the distribution price policy;
Order management can establish orders for first-class dealers and second-class dealers, and understand and analyze the flow direction of products through orders;
Price management, which can flexibly establish different price strategies, and each price strategy can specify the sales price of products and the discount policy according to quantity;
Market activity management, managing market activities and monitoring market expenses;
Monitor the sales process, effectively monitor the sales process through the sales funnel and make sales forecasts, find sales problems in time, keep the sales process stable and ensure the completion of sales tasks;
Pre-sale project management, from the initial clue to the confirmation of business opportunities, the promotion and tracking of business opportunities, and finally the formation of contracts through schemes and quotations;
Sales contract management, including contract drafting, approval, signing, execution and closing;
Project management in sales, including phased contract execution management, receivable and actual collection management, and delivery management;
Commodity management, after the execution of the contract, forms after-sales service goods, including the warranty method and warranty period of the goods;
Service contract management, which manages the service requirements and service period of the goods used by customers;
Service request management, which manages customers' service requests or complaints, including the allocation, handling, suspension, upgrade and closure of service requests;
Medical device maintenance, management of medical device maintenance and warranty services, including parts replacement and maintenance costs;
Knowledge base management, managing product defects and defect solutions;
Expense management, which manages the expenses incurred in the daily activities of the company, including the application, reimbursement and approval of expenses;
Competitor management, managing competitors and their products and market activities, etc.
4. Product characteristics
4. 1 powerful.
Comprehensive overall solution: closely integrated with ERP to provide comprehensive solutions for market, sales and service.
Flexible customization ability: business object customization; Adapt to process reengineering and process changes caused by business changes, system changes and customer changes.
Group permission system: it meets a series of permission requirements of the organization's superior-subordinate permission system, job division and team work.
Powerful message mechanism: intelligent information push, information search, automatic email and SMS reminder.
Collaborative work platform: information sharing, business process automatic circulation, improve work efficiency.
Platform and internationalization: J2EE, B/S technology architecture, provides the dynamic switching of simplified Chinese, traditional Chinese and English operation interfaces, and has the powerful ability of multi-database and multi-operating systems to support system configuration.
The powerful business customization architecture ensures the rapid and flexible configuration of the system, including powerful customization functions such as business object content customization, business performance customization, business process customization, business rules customization and business report customization. To ensure that the software has enough adaptability and expansibility to meet the personalized needs of software in different enterprises and adapt to the ever-changing and developing business needs of enterprises, and grow together with enterprises.
4.2. 1 business object content customization
User-defined business object content. This function can add fields, such as customers and activities, to the standard business objects provided by the system according to the actual business needs of the enterprise. The number of fields added is unlimited, and the field types can be numbers, characters, time, data dictionary, etc.
Business performance customization
User interface customization defines the display mode of the interface, including the fields displayed in the interface, the content and color of field labels, whether it is required or read-only, etc.
Menu display customization, the system administrator can define the company-level display menu, and each user can also define his own operation menu.
The display content of the system is customized, and all the contents displayed in the system, including the contents of menus, buttons and prompt dialog boxes, can be customized according to the preferences of users.
4.2.3 Business Process Customization
Business process customization can define the approval process according to users' actual business needs, and the approval objects include clues, quotations, contracts, orders, expense applications, expense reimbursement, tasks, marketing activities and market plans.
Business rule customization
Business rule customization includes number customization. Users can define business object number generation rules, so that the system can generate meaningful numbers according to the rules. In addition, it also includes rules for business message reminders (e-mail, SMS).
Business report customization
Business printing document customization, which can define the display content and format of printed documents. By defining the template for printing document format, the system calls the template to form the document printed by the system, and prints a single office by outputting HTML or EXCEL.
Business report customization allows you to define query and analysis reports by department, employee and time period.