In the pharmaceutical industry's special industry background, business logic and painful environment, the expectations of large pharmaceutical companies for mobile medical care may be like the Korean drama. The opening of the story is really endeavour, often ending in the terminal illness of the male or female owner. No, but nothing. Since the opening of last year, mobile medical care has suddenly pulled out a super bald big Yangxian line, and there is no shortage of any brakes to create new highs (all kinds of investment and financing information), its scope, the beginning of the stage, the theme The pan-and-project, the many of the entrepreneurs, and the dragons of the entrepreneurs... let everyone, whether you are in or around, have been experiencing a subversive shock, and are constantly used to this shock. From the rise of social networking sites, various large-scale pharmaceutical companies, including devices and diagnostic companies, have been looking forward to coveting, and have created unlimited imagination for mobile medical care, expecting them to solve the ubiquitous pain points of themselves and their industries. However, as in the plots of various Korean dramas, the beginnings and the true feelings of the beginnings often end in the terminal illness of the male or female host, which is embarrassing, but powerless. Why do you say that? The reason is that in the following industry background, business logic and all-round five major pain points, it is very difficult and will be a very difficult choice to transform and catch up with the rhythm of the times. Return on investment problem to be solved Industry Background Drugs, although a commodity, have enormous specialities. Large pharmaceutical companies usually have a profit margin of more than 80%, are rich and self-willed, and have been profitable for many years. Any behavior of brain damage can be greatly increased by the sales data, and "one ups and downs." It seems difficult to accept, but the fact is that the performance of any drug is basically irrelevant to the performance of the product owner and the participant, or the correlation cannot be verified. Then, in the face of the wave of disruption of digitalization and mobile, with the change of user habits and purchase behavior, what should the pharmaceutical company change? After a drug that sold a drug for ten years or ten years, the days when the banknotes were gone, suddenly found that sales seemed to be a little stressful. The model of relying on labor-intensive sales seemed to be a bit too high in terms of cost. It is. Want to change the way? In addition to selling medicines, pharmaceutical companies have managed so many irrelevant things, but "I have to be willing to sponsor to start", now mobile medical is so hot, how can I miss it? Must you want to participate in it? Some foreign companies secretly told the author: "My decision-makers are mostly a group of 60-year-old and 70-year-old foreigners who don't understand digital mobile technology and only understand the status quo of China's medical marketing." Marketing of business logic drugs, in simple terms, payers are not decision makers, and vice versa. Buyers and sellers are not allowed to direct sales, they must be B2B2C. Purchase behaviors and processes, including the supply chain, are subject to strict regulation. Except for two countries, the United States and New Zealand, the whole universe cannot make prescription drug advertisements. (Note: The full text of the scope of the drug is limited to prescription drugs.) The data throughout the purchase process is scattered, unstructured, and less likely to capture complete data. The doctor's prescription behavior is not simply introduced and constantly displayed, it can be easily driven. summary Whether it is traditional marketing or digital marketing, it is difficult to answer the question of ROI. Digital pain points The following five major pain points are those related to the digital journey, which need and must be resolved. 1 data According to visual inspection, the data of all pharmaceutical companies are very bad, including the company that the author currently serves. Moreover, the complexity and difficulty of trying to solve this problem is no less than the daily work of the urban management responsible for the roadside order in the doorway area of ​​the Cancer Hospital. 2 activities It is usually called a meeting. A layman (even a large part of the insider) will never clearly realize that more than 70% of the marketing expenses of pharmaceutical companies are spent here, but the supervision, implementation, monitoring, reporting and The analysis is in its original state, and the complexity of the system is just like the ecological structure of the tropical rain forest. 3 third party cooperation There are not many places to admire Liu Qiangdong, but his words make the author unforgettable in this life, that is, "the enterprise should do the products that the enterprise should do, and hand over the rest to us (Jingdong)." Is the pharmaceutical company good at marketing, good at channel management, good at market analysis, good at performance optimization, good at data analysis...? Or gradually find a balance between what you are good at and what you are not good at, and don't continue to have money to be willful. At present, third-party cooperation has a good momentum in channel, sales and marketing, and is a good trend. In response to third-party investment, individuals believe that it should be the layout rather than the main investment stage. 5%~10% of the overall marketing expenses should be invested in third parties. 4 mobile To put it simply, any pharmaceutical company must quickly enter the mobile solution era, in order to complete its own facade in this important channel, rather than using this channel as the focus of marketing investment. 5 patients Well, in the first four directions, the default objects are doctors. So, what exactly does the patient do? Of course, but it will vary from product to product. In fact, it was only here that I had a half-dollar relationship with most mobile medical startups. Small Cable Reel,Self Retracting Cable Reel,Auto Rewind Water Hose Reel,Wall Mount Water Hose Reel NINGBO QIKAI ENVIRONMENTAL TECHNOLOGY CO.,LTD , https://www.water-hose-reel.com