How to design a marketing plan for a pharmaceutical conference? Many people don’t understand it clearly. Here are the relevant examples I compiled. Welcome to read.
1. Purpose
In order to adapt to the development and changes of the pharmaceutical industry; in order to expand the sales scale of the enterprise; in order to improve the work efficiency of the e-commerce department, we formulate our marketing plan. This plan is related to enterprises reducing sales costs and achieving sales leaps. We hope to unify our thinking, coordinate our actions, and provide full support to ensure the smooth implementation of the plan.
2. Industry status quo and influencing factors
1. Pharmaceutical market prospects and influencing factors
1. Market prospects:
With the With the deepening of medical reform and the shift of the global pharmaceutical industry center to Asia, it is expected that my country's pharmaceutical industry will urgently maintain rapid growth in the next few years. According to statistics, in the first three quarters of 2011, the pharmaceutical industry achieved a total industrial output value of 529.84 billion yuan and a profit of 49 billion yuan. , a year-on-year increase of 38.8%; industrial sales were 501.9 billion yuan, a year-on-year increase of 29.1%.
The export tax rebate policy implemented in 2011 benefited export products under 423 tax codes. Many pharmaceutical companies have expanded overseas markets. In the first three quarters of 2011 alone, pharmaceutical exports reached US$24.17 billion, a year-on-year increase of 35.4%, which was 13 percentage points higher than the national foreign trade growth rate. Among them, API exports accounted for 56.7%. Prices increased 39.7% year-on-year. Among the more than 200 export destinations, the export growth rate to the European Union, the United States, Japan, and India has reached more than 30%.
The New Rural Cooperative Medical System launched in XX and the urban residents’ medical insurance implemented in XX have expanded the coverage of the medical insurance population and reduced the elasticity of people’s demand for medicines. As the medical security system gradually improves, the demand for drugs will continue to grow rapidly.
2. Influencing factors:
□The pharmaceutical industry is one of the industries subject to the most and strictest government regulations, and is also one of the industries most deeply affected by the government.
□The national drug regulatory authorities have increased their efforts to rectify and punish the pharmaceutical market year by year. While standardizing corporate market behavior, it also increases corporate marketing difficulty and expands sales costs.
□Strict supervision of drug advertising
□Enterprise drug electronic supervision system
□Intensive introduction of policies such as provincial unified online bidding for drugs
□The financial crisis that occurred in the United States in 2011 had varying degrees of impact on the income of Chinese consumers and reduced purchasing power.
□The threshold for online drug sales is high
2. E-commerce market prospects and influencing factors
1. Market prospects:
According to cnnic According to statistics, as of the end of December 2011, the total number of Internet users in my country has surpassed the United States and ranked first in the world, reaching 300 million people. In 2011, the amount of online transactions accounted for approximately 30% of the total market transactions.
Because e-commerce has the characteristics of personalization and liberalization of transactions, it can create business opportunities for enterprises, reduce costs, and better close customer relationships. Therefore, many companies actively expand the field of e-commerce. E-commerce has made great progress in China and is growing rapidly at an annual growth rate of 120%.
The entry threshold for e-commerce in the pharmaceutical industry is relatively high. By the end of XX, there were only 14 companies in my country that had officially obtained Internet drug sales qualifications. Among them, only 7 companies were certified by the State Food and Drug Administration. The market potential is huge.
2. Influencing factors:
□Limitations of China’s pharmaceutical industry policies
□The age and quality of Internet users are relatively low
□Pharmaceutical products Particularity, the habit of purchasing drugs online has not yet been developed
□The negative impact caused by false information about drugs on the Internet
□Updating of computer and network technology
□Complex type Lack of talents
□Financial crisis drags down consumer purchasing power
3. Analysis of market opportunities and problems
1. Analysis of market opportunities and problems of products
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1. Oncology disease market prospects:
According to ims forecast, by 2012, the compound growth rate of the global oncology drug market will reach 12-15%, which is twice the growth of other drugs. In 2011, 17% of the net growth of the global pharmaceutical market came from the oncology drug market. According to statistics from the Ministry of Health in 2009, there are about 7 million patients with malignant tumors in my country. There are about 2 million new cases of malignant tumors in my country every year and about 1.4 million deaths. It is estimated that by 2011, the number of patients with malignant tumors in my country will reach 10 million.
The domestic anti-tumor drug market sales amount and sales volume have shown an obvious upward trend, especially in XX and XX, which were 28.12% and 34.24% respectively. The sales in XX have reached 23 billion yuan, and the market The development prospects are very promising. 2. Diabetes market prospects:
According to relevant data from the World Health Organization, the total number of diabetic patients worldwide reached 240 million in XX, with an average annual growth rate of about 10%. In the next 25 years, the global prevalence of diabetes will double what it is now. There are currently about 40 million people with diabetes in our country.
In a survey of 17 provincial capital cities in China in XX, DM medical expenses were 18.82 billion yuan, accounting for about 4% of health expenses. The average annual cost per DM patient with complications is 13,897 yuan (accounting for 81%).
3. Opportunity advantages:
□ National drug approval, patent, exclusive, essential medicine list, protected varieties of traditional Chinese medicine
□ Exact efficacy, clear treatment mechanism, Sufficient clinical literature
□ Large operating space and large market capacity
□ Small size, light weight, not fragile, especially suitable for online sales
□ Product launch time long, has a certain reputation
4. Problem analysis:
□ Product indications are narrow and weakly targeted
□ Academic support for sales is weak
□Business staff lack product knowledge
□Business staff’s work attitude needs to be changed urgently
□Business staff are not sufficiently motivated and lack motivation
□Marketing skills Lack of and irregular operation
2. Analysis of opportunities and problems of the e-commerce department
1. Opportunities of the e-commerce department:
□Enterprises attach great importance to e-commerce Development and construction of the department
□Sales dilemma, urgent need for new marketing model
□Many operation and promotion methods, large room for choice
□There are 33 investment agency websites Basics of promotion
□The effect is controllable, and investment can be adjusted according to the economic situation of the enterprise
□Economic crisis, the cost of introducing professional and technical personnel is reduced
□Online payment and The problem of drug distribution is basically solved
□ The business platform is independently developed, and the operation and maintenance is simple, fast and low-cost
2. Problem analysis of the e-commerce department: □ Illegal identity and lack of qualifications< /p>
□ The relationship with the land department is unfamiliar
□ Prescription drugs cannot be sold online
□ The website has simple functions and weak interactive functions
□ Hasty content construction , low logical correlation
□ No search engine (web page, program) optimization
□ Unconscious refining and optimization of keywords
□ No job system, work Poor purpose
□Multiple departments release investment information, the content is confusing and inconsistent, and the image is poor
□No dedicated person to receive online reception, poor persuasive ability (product knowledge)
□No traffic analysis, website promotion direction is poor
□Inadequate management of published content, low refresh frequency
4. Marketing goals (before the end of 20xx)
1. Achieve sales of 5 million yuan.
2. Build and optimize e-commerce platform.
3. Establish an e-commerce operation team and improve the job system.
V. Marketing Plan
1. Personnel Structure and Job Training
Personnel Structure:
□1 Website Operation Manager
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□ 1 front desk maintenance and management person
□ 1 backend maintenance and management person
□ 1 online customer service staff
□ 1 expert online doctor
Job training:
□ Clarify the work content of each position
□ Product knowledge training for all employees
□ Telemarketing training for all employees< /p>
2. Application for legal identity of the website
□ICP filing for the website
□Drug information service license
□Other operating qualifications Application and improvement
3. Content construction, update and optimization of the website platform
□Determine the content and frequency of website updates to everyone
□Review the online survey results Increase or decrease in website content after analysis
□ Develop website optimization (web pages, programs) progress
□ Web page update plan after analysis of online survey results
□ Other reasonable optimization suggestions
4. Website promotion
⑴ Free promotion: In addition to the paid promotion that the company has already carried out, we will focus on free promotion before August 30 and arrange for people to , formulate work content. At the end of the month, we conduct traffic analysis to evaluate adjustments.
□ Search engine annotation - add keywords such as google/baidu/yahoo/msn/sohu/sina, and regularly track the results and make timely corrections or additions.
□Pharmaceutical investment website - register and log in to as many industry websites as possible, publish company and drug information, and provide image uploading. Screen major pharmaceutical industry websites through traffic analysis.