OTC pharmacy development and the four major countermeasures

The OTC drug market has been booming in recent years, and many prescription drug companies have flooded into the market. However, in the face of the OTC market with a certain scale and more mature market-based competition rules, these OTC drug companies that have switched from prescription drugs have shown little power: there has been a strong chain squeeze of supply chain prices, or a good product has been found. Refused to the outside of the chain, or appear to do everything possible to enter the devaluation, but the clerk was contemptuously despised, or after the lively promotion of the Menting cold. How to achieve win-win situation with the chain, how to make non-brand good products in the chain stores constantly, become a problem that many OTC companies urgently need to solve. "Know thyself and know each other, do not fight every battle," only to grasp the chain context, in the development of the chain and the amount of the four stages of the right medicine, the amount of the chain just around the corner.

Assessment stage: Comprehensive assessment, target locking, differential treatment, and positioning refinement.

Chain pharmacy terminals can be divided into national chains and regional chains. According to word-of-mouth, brand, reputation and regional coverage, the chain of the target area can be combed and divided to examine its size, profit, and recent operations and growth. . Particular attention should be paid to the nature and proportion of chain stores and franchise stores. In this analysis, attention can be given to screening out the target chains and classifying them according to certain criteria. Good reputation, strong brand, high reputation, wide regional coverage, good operating growth, and a chain of pharmacies with many directly operated stores have strong strengths and obvious product demonstration effects. Naturally, they are candidates for the first tier.

Due to different chain strengths, scales, and negotiation capabilities, different sales models can be adopted based on different types of chains: National large-scale chain or regional strong chain due to its strong strength, large scale, wide coverage, strong negotiation ability, can choose enterprises Chain direct sales model. For the regional chain or small and medium chain, depending on the actual situation of the company can choose regional fine agent sales model.

A good product is a lever for a company to shake up the chain pharmacy market. With the increasing emphasis on category management in the chain market, products with unique features, good curative effect, fine packaging and excellent prices are often welcomed by chain pharmacies and consumers. Therefore, before entering the OTC market, companies should conduct in-depth market research, through a variety of ways to collect similar types of competing products in the target chain of display equipment, sales, sales model, promotional selling points, clerk awareness and other information. And in order to improve the product selling point, product positioning, product segmentation, design sales model and price chain, and make full preparation before entering the OTC market. The so-called competitive products have the following three criteria for screening: 1 products with similar ingredients, dosage forms or therapeutic effects; 2 products with similar price ranges; 3 products with similar sales models.

Development stage: visit negotiation, focusing on understanding, different strategies, individuality and quantity.

This stage enters the substantive stage of negotiation with the target. In the negotiations with the chain, we should focus on understanding the following points: 1 the relationship between the chain's deduction rate requirement and the recommendation level; 2 the recommendation level and the store's task requirements and assessment methods; 3 the difference between the management requirements of direct sales stores and franchise stores, and Chain headquarters's management ability for stores; 4 chain internal management execution status; 5 chain repayment timing and payment methods; 6 chain category management concepts and related information of existing similar direct or indirect competitive products (deduction rate, recommendation Levels, price system, promotional forms, sales model, team maintenance); 7 procurement methods and management of different regions or different stores (stores in different regions of the country, different types of stores in the same area, etc.); 8 better method of quantity.

Different kinds of chains have different policies in formulating, implementing, and internal management capabilities. They need to understand and carefully identify in their visit negotiations, and formulate strategies for entering chains and sales policies after they are entered in order to explore and formulate targets. Chain of personalized volume programs and strategies.

Training stage: effective training, strengthening cognition, diverse activities, and creating a model.

The manager and clerk of a chain store are the terminal implementers of product sales and powerful product sales promoters. The manager and clerk can clearly understand the characteristics of the product, selling points, and segmentation information with competing products. This is the product quantity. The key premise is that the neglect of this link is an important reason for many OTC companies' products to enter the chain but they cannot be put on the market. OTC companies need to clearly understand the different internal training methods and actual effective training methods in the different chains, and combine the company’s training resources to achieve targeted results. And through the organization of various promotional activities, enhance product awareness of managers and clerk, such as sales competitions. OTC companies must make demands on sales personnel, strengthen guest maintenance, solve practical problems in sales, and innovate promotional activities. After the products have been sold for a period of time, the selected key stores will focus on building them into model stores, thereby enhancing the driving and demonstration of other stores.

Promotion stage: membership education, promotional activities, various publicity, and brand building.

The majority of members are valuable resources of chain pharmacies. OTC companies can participate in the promotion activities of the members of the chain pharmacies in combination with the actual conditions of the member activities organized by the chain pharmacies, and in conjunction with product features, organize timely consumer education or experience activities. Make full use of the internal chain member journals or other forms of publicity publications, use new media (such as WeChat, Weibo, etc.) to expand the promotion of companies and products, and constantly establish the company's brand image in the minds of consumers, and ultimately achieve a strong terminal pull.