The significance of pharmaceutical investment

Quickly establish distribution network

Quickly withdraw funds

Quickly deliver products to terminals Traditional pharmaceutical trade fairs have three key elements that are very important:

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1: Pre-conference publicity

In terms of publicity, it mainly focuses on publishing investment product information and exhibition information on professional medical and health product investment websites that contain a large amount of information on medical and health product investment products at various exhibitions. Conference journals, pre-exhibition newsletters or temporary advertisements in professional media, such as "Pharmaceutical Economic News", "China Medical News" and other media, so that sellers of pharmaceutical and health products can fully understand before the meeting, and go straight to the topic during the meeting to reach the highest level on the spot. Achievement of transaction amount.

Two: Better booth ports

A good location is a good advertising platform. The reason for the huge price difference between a conspicuous location and a corner location is the amount of exposure.

Three: Creative booth decoration

Recruiting pharmaceutical investment by participating in pharmaceutical industry exhibitions has become the common sense of many small and medium-sized pharmaceutical companies. First, because of pharmaceutical exhibitions People from the pharmaceutical industry, including pharmaceutical dealers, are gathered here, so the investment promotion is highly targeted; secondly, because attracting investment through exhibitions is relatively less expensive than other means of attracting pharmaceutical investment, the company's brand image can be displayed while attracting pharmaceutical investment. However, the author often encounters many small and medium-sized pharmaceutical companies complaining about participating in the exhibition: too few pharmaceutical dealers participated in the exhibition but consulted, and even fewer dealers actually reached an agreement after participating in the exhibition. How can such unsatisfactory results not make small and medium-sized enterprises sad?

Due to financial constraints, the process for many small and medium-sized pharmaceutical companies to participate in exhibitions is very simple. They just buy a standard booth at the exhibition, then distribute some information at their booth and collect some business cards of pharmaceutical dealers. That's it. This kind of exhibition method will certainly not achieve any good results in a pharmaceutical exhibition with many competitors. Lack of strategy, planning and careful preparation for exhibition participation is a common problem among most small and medium-sized pharmaceutical companies. If the following aspects are achieved: The design features of the booth are also the main factor that attracts exhibitors to "stop". If the booth is well designed, has strong visual impact or is distinctive, it will easily attract nearby visitors to the company's booth. The materials required for the exhibition must be prepared in advance and fully prepared. Do not send out half of the information. It is extremely important to collect information at an exhibition. Try to leave the business cards or contact information of pharmaceutical agents as much as possible. Also, before attending the exhibition, you must promote the booth and tell the agents you have contacted our booth number. In order to get more companies to come to our booth, we can carry out product promotions to leave a full impression on the agents, and we can also send some souvenirs, which will also be good. Another point, which is also crucial, is the follow-up after the exhibition. The time at the exhibition must be limited, and analysis must be carried out after the meeting, and agents who are very interested must take the initiative. Although the funds of small and medium-sized enterprises are limited, if they are used properly, they can still achieve a huge impact at pharmaceutical exhibitions. E-commerce pharmaceutical platform investment has become a mainstream trend. The platform is a pharmaceutical digital platform that provides various services required for transactions for pharmaceutical upstream and downstream enterprises, middlemen, and pharmaceutical terminals, that is, it provides drug information release, online purchasing, online sales, drug supervision, Full range of pharmaceutical distribution services including online payment, pharmaceutical warehousing and logistics. Through the coordinated operation of the electronic trading platform and the offline logistics and distribution system, the real and efficient circulation of pharmaceutical products can be achieved; and ultimately the purpose of reducing the company's sales, procurement, production, and circulation costs, reducing circulation links, and restoring true drug prices.

1. Relevant qualifications: According to the regulations of the State Food and Drug Administration, e-commerce pharmaceutical investment must possess the "Internet Drug Transaction Service Qualification Certificate" and the "Internet Drug Information Service Qualification Certificate". Enterprises must possess both " Only with "two certificates" can you legally sell medicines online.

Data show that as of 2013, there were 370,000 pharmacies and 15,000 chain pharmacies across the country, including tens of thousands of online pharmacies and websites involving drug sales. With the approval of the State Food and Drug Administration, There are 100 websites that can provide Internet drug trading services to individual consumers.

2. Advantage analysis

Products: check inventory online, open all warehouses and zero warehouses; purchase online to achieve zero inventory of products, solve logistics backlogs, and create additional value; select products and select The most competitive product.

Information: View real-time online sales information, master sales data, and grasp market dynamics:

Services: Online procurement, offline distribution, online investment, and low-cost and online agent network investment. High efficiency is the reason why pharmaceutical companies carry out online investment promotion. Carrying out online investment promotion requires good online publicity, and online publicity is closely related to the investment promotion platform. There are hundreds of domestic pharmaceutical investment platforms. How do pharmaceutical companies choose?

With the intensification of competition in the pharmaceutical industry, pharmaceutical investment promotion work has become increasingly difficult. How to choose a pharmaceutical investment promotion website has become a top priority for investment promotion managers. At present, there are only a few main channels for attracting pharmaceutical investment: medical newspapers and periodicals, pharmaceutical trade fairs, and pharmaceutical websites. Pharmaceutical websites are the fastest growing form of investment in the past two years. Their characteristics of low investment and high results have gradually become popular among various companies. Manufacturer approved. With the development of the Internet environment, the number of people using the Internet in the pharmaceutical industry continues to grow, and professional pharmaceutical investment websites will also become larger and stronger, becoming the backbone of pharmaceutical investment channels.

There are approximately 400 websites providing pharmaceutical investment information services in China, and the number is still rising. So how to choose a website that is suitable for you? What kind of website has the best investment effect? Let’s briefly express some of our so-called experiences.

There are generally several ways to judge the pageviews of a website:

1. Check the website ranking through the World Website Ranking website. The higher the ranking, the greater the pageviews. , especially websites ranked within 100,000, have greater reference value.

2. Search for some keywords through Baidu, Google and other large search engines, such as pharmaceutical investment promotion, pharmaceutical investment promotion network, pharmaceutical investment promotion, etc. The ones ranked higher may have a larger number of views. .

3. Look at the update volume of information on a specific website, that is, whether there are a lot of drug investment information and agent message information released every day, and whether the website's drug investment database and agent database are the latest. Don’t just judge the amount of data. Some websites claim that they have hundreds of thousands of investment information and hundreds of thousands of agent information. If you think about this carefully, a question arises. How much effective information is there? Information from 2005, and some even from before 2004, the agents have even changed their phone numbers, which will increase your investment burden.

The above three points are some commonly used methods, but each method does not have absolute reference value, because each method may involve cheating.

Specifically,

1. Alexa ranking can use a software to simulate actual traffic to refresh the website and improve the ranking. If you find that the Alexa ranking curve of a website suddenly improves a lot, or suddenly drops a lot one day , then this website is probably cheating;

2. The keyword rankings of Baidu and Google are related to many factors. First of all, paid ones are generally ranked first. Currently, Baidu’s search results are on the first page. They are usually paid, that is to say, you spend money to buy a better ranking (paid search results are followed by the word "promotion"); Google's paid search results are usually on the right side, and occasionally on the left side. Three digits, but the text background is different from the non-paid ones. Regarding this, Yaofu would like to say that these pharmaceutical investment websites can only rank one word or a few words, but the needs of agents are different. It is impossible for every agent to search for "pharmaceutical investment promotion" and "pharmaceutical agent" online. They may even search for "gynecological product investment promotion", "good pediatric varieties", etc., so those websites that only rely on a certain word to rank high, You should still consider it carefully, and the natural rankings in Baidu and Google are not ranked based on the number of views of each website. There are many factors that affect rankings. The most important thing is the number and quality of external links to the website (this issue is more complicated. , cannot be detailed here), of course the number of views is also an important factor affecting ranking;

3. Regarding the update of website information, because many websites have refresh functions, on the surface, it is very It is difficult to judge whether there is really a lot of information being updated every day. The best way is to observe it for a few more days to see if the total amount of information has changed significantly, especially if agents leave messages. The more messages there are, the more likely it is to browse them. The more people there are;

After verifying the traffic of the website, you also need to verify the quality of the website. Larger pharmaceutical investment websites have dedicated customer service and promotion personnel. Browse the website information. Is there any contact information such as phone number in the title? If so, it means that the review of this website is not strict, or no one is reviewing the information (according to internal information from Haoyao.com, contact information such as phone number is not allowed to appear in the title. ), so you should be very careful about the information you see on such websites, because it is likely that no one on this website has reviewed the information.

In short, if you want to choose a pharmaceutical investment website with ideal results, you need to conduct a comprehensive and multi-faceted inspection, or you can invest a little less first and try it out, (usually about three months) and wait until you see the results. , it would be safer to sign a long-term contract and formally cooperate. Many websites will invite you to register in the early stage. You can try the effect before considering whether to sign a long-term contract.

Building an honest brand online is a basic condition for pharmaceutical companies to attract investment online. Through the online platform, companies and agents can communicate sincerely, provide practical services, and establish a unique "home", which can ensure continuous visits and customer groups, allow agents to build trust in the company, and enhance the investment signing rate.

Nowadays, there are hundreds of pharmaceutical investment websites on the Internet, and these websites are a mixed bag. It is not difficult to tell whether a website is reliable. As long as it is a website run by a regular company, there is usually no big problem. First, look at the information below the website, including company name, company address, and company phone number, and then search online to see if this information appears elsewhere and whether it is this company.

In pharmaceutical website investment, there are four situations that often occur:

One: Deliberately exaggerating the number of views, often using words such as first, best, national, and unique. And we know that state regulations do not allow such words to appear in advertisements.

Two: After a problem occurs, call the customer service number and look for the QQ number, or find that the person is not there, or there are other problems.

Three: The page often cannot be opened and always says that it is being maintained.

Four: The permissions promised by customer service cannot be obtained.

In order to ensure that your own interests are not harmed, you should prepare for these four problems before the above problems occur: Contact the pharmaceutical investment website and request the release of some traffic data to verify the authenticity before investing. Just contact the pharmaceutical investment website, explain your situation, and ask clearly about the services the website can provide and the responsibilities it assumes. It is best to have written documents to observe the website for a long time, and then contact netizens from various regions to test the speed of the site.

It is best to form a written guarantee for promises that involve your own interests, so that you can use the law to protect yourself when your interests are infringed. For a pharmaceutical company, the success of choosing an agent is the lifeblood of the pharmaceutical company's survival, so be cautious, as the old saying goes: be careful and sail the ship for thousands of years! The top priority when recruiting investment, I hope your business will be prosperous! Purpose of the visit: Understand all aspects of the dealer's situation and sign a distribution agency contract. Method of visit: Make an appointment by phone, face-to-face visit. The visit procedure is as follows: 1. Call to understand the situation. The development of new customers must have gone through many phone calls. During the phone calls, you should have a preliminary understanding of ten aspects of the dealer's situation: dealer's name, address, mobile phone, fax, office phone number, zip code and other detailed information; Dealer's nature: individual/ Affiliation/company? If it is a company, do you know whether it is a joint-stock company or a state-owned unit? What are the main pure sales channels of dealers: clinical-based/OTC-based/wholesale-based? Determine its main sales method; Number of pure sales personnel of the dealer: How many clinical representatives are there? How many OTC sales representatives are there? How many people are dedicated to promotion? Distributors’ operating ideas: Should we focus on clinical practice or OTC? Is it mainly pure sales or distribution? Dealer Operating Areas: What areas are required? Which areas do you sell exclusively? Which areas are distributed? What are the main varieties that dealers currently operate? How is the operation going? How does it work? Which target product of the company are the dealers interested in? How large an area do you want to operate? How is the market feedback? Has the dealer ever operated similar products? How is the operation going? What are the prices, agency policies, and sales of similar products? What's the problem? Why not do it? What are the requirements for dealers to operate the company's target products? 2. After understanding the basic situation of the dealer, the following eight basic information should be conveyed to the dealer during telephone communication: Basic introduction of the company, registered capital/scale/group situation/current situation of the company; Target product situation, including retail price, product selling points, Product functions, product advantages, product efficacy, etc.; The company’s sales ideas in the target area, should it be clinical-based/OTC-based? The company's sales goals, tasks, assessments, etc. in the target area; The company's target product agent discount rate (if there are agents in the area or the agent's situation cannot be judged, the agent discount rate and price will not be reported); Margin policy (Specially indicate how many units will be developed) The hospital will return the market deposit in advance to dispel the distrust of dealers); the company's market protection policy; a basic introduction to the company's other products; 3. Since remote investment promotion is now implemented over the phone, visiting customers is usually a business trip Make a detailed visit list every time you go to a place. The visit list includes the customer's name, address, phone number, products and the sales representative's evaluation of the customer;

4. Before departure, call or text the customer in the area to inform the sales representative of the arrival time, hoping that the other party will arrange it at that time time to meet;

5. After arriving, first notify all customers in the area by text message, the hotel where the sales representative lives, and the hotel phone number;

6. After arriving, first visit or call for consultation Familiar people such as people in the industry/old customers who are already acquainted, have a side view of the funds, operating capabilities, operating methods, reputation and other aspects of the target customer group companies and individuals you want to visit this time, so as to know yourself and the enemy, and avoid being bullied by customers deceive. This process must be done and cannot be omitted.

7. When ready, make an appointment with the customer by phone. There are six preparations for the first meeting and visit, five must-talks, four principles and three precautions. In the pharmaceutical industry, industry websites will launch similar investment invitation text messages after accumulating a certain amount of resources. Due to its strong accuracy and relevance, this kind of "accurate" sending in the professional field can better highlight its service to enterprises and target groups, and is more likely to be recognized by information recipients. As websites with many years of experience in the pharmaceutical field, they have accumulated tens of thousands or even hundreds of thousands of dealer information over the years by participating in various industry conferences, exhibitions, etc. The advantage of industry website databases is that they are highly targeted. In order to strengthen pertinence, the pharmaceutical investment website scientifically divides the network data it has. For example, similar dealers can be called out by region, agent category, agent strength, etc., and the list of these dealers is in the continuous service of the pharmaceutical investment website. Continuous screening and improvement, if there is a problem or outage, the mobile phone number will be deleted, ensuring the accuracy of the data.

However, with the increase in the number of pharmaceutical investment websites, the vicious competition for information has also resulted in the distribution of a lot of false information. Therefore, if a manufacturer chooses to cooperate with a website in the pharmaceutical industry, it must be carefully considered. If necessary, various methods can be used to find out the working attitude of the website to avoid being deceived.

Some pharmaceutical investment websites provide SMS investment promotion for a certain pharmaceutical company, and may receive hundreds of phone calls in a short period of time, and hundreds of people may respond to text messages requesting information. Judging from previous contacts with agents, in the past, the cost of successfully negotiating an agent was many times higher than this, and there was also blindness and certain investment risks. On the one hand, the pharmaceutical investment website publishes online investment advertisements, and on the other hand, it uses customer service personnel to communicate with enterprises. In addition, SMS is used to assist investment promotion. The power of mobile phone SMS investment promotion is also highlighted. Senior experts in the pharmaceutical industry expressed optimism about the future prospects of SMS investment promotion. Compared with traditional advertising media and sales promotion methods, pharmaceutical website investment promotion has very significant advantages. Among them, pharmaceutical website SMS investment promotion is a new form of direct advertising, which can reach the target target's mobile phone directly. The information is delivered "one-to-one", with a reading rate of 100%, and can be read repeatedly at any time; the time for sending text messages is also very flexible, and can Choose the specific time for advertising based on product characteristics; text message recipients are also the group with the most spending power. Therefore, using medical SMS to attract investment will be an extremely important form of investment in the future. Send out a large number of emails to find potential agents. This is usually done after joining the group.