Six major trends in the OTC market


Release time:

2018-01-12

Policy is a decisive factor for the pharmaceutical market, but there is also a certain delay. For OTC, a fully competitive and fiercely competitive market, the discussion is too restrictive only in 2018, so the author still chose the boundary of "the next two or three years.

 1, brand drugs will meet the pharmacy sales spring

A few years ago, when sales control prevailed, it did bring a lot of "grievances" to brand drugs, and the feeling of survival in the "cracks"-because of gross profit. Both gross profit margin and gross profit margin are the objects of drugstore refusal or volume control in strategic cooperation, the objects intercepted by shop assistants, and even the media have repeatedly exposed that brand drugs are displayed in inconspicuous places, and the bottom layer is needed to buy drugs, etc.

However, in the past two years, pharmacies have gradually discovered that high-haired drugs cannot be sold. And brand drugs can bring traffic, can attract consumers, can meet the first demand of consumers on the basis of, and then tap the deeper needs of customers to combine drugs and related drugs to expand gross profit. Drugstores have gradually discovered that it is not that brand drugs do not make money, but that they do not sell and the amount they sell is not large. This is the fundamental reason why they do not make money. The author made a profound interpretation when doing internal training with pharmaceutical companies.

In the next two or three years, brand drugs will usher in the spring, and pharmacies will take the initiative to display them in a conspicuous position, which has now begun to highlight. In addition, the activity planning ability of brand enterprises and the ability of professional teams to maintain terminals are also the places where pharmacies are located.

2, dynamic sales become the focus

The author reminded in 2015 that control is only a means and sales is the goal. However, everyone's understanding of controlling sales is only to control channels, prices, products and terminals. These are the easiest things to do. For sales, the least important thing is how to assist terminals to move sales. As for dynamic sales, everyone stays on the misunderstanding of "promotion", but whenever there is activity, there is sales, and if there is no activity, there is no sales, it can be understood that "promotion" is not dynamic sales. The real sales is a series of behaviors. It is based on the maintenance of the salesman's terminal customer situation, and on the professional and systematic visit of the salesman. First, the ultimate goal of sales is to rely on the "push" of the shop assistants, supplemented by the "pull" of the manufacturers, so that consumers can change from the willingness or behavior of trying to buy the initiative to buy.

Therefore, the key factor of the whole sales movement is not only at the grassroots level. The author believes that the sales movement of the product is divided into two 50%: the first 50% lies in the top-level design, which determines whether the product can be sold. If the product is born as a weak product, we hope it will win the competition. Frankly speaking, it is a little difficult. Top-level design includes the positioning of categories, the proposal of conceptual selling points, pricing, packaging design, product quality, product dissemination and other details. There are also 50% of the implementation at the grass-roots level, including the salesman's negotiation skills, daily maintenance, and so on. Therefore, don't just see the result of the immovable pin, but analyze the whole reason and which link the problem lies in.

Therefore, there are still many things left for the sales control enterprises. How to design products that can be sold, how to guide the terminal to carry out business, how to establish customer sentiment, and how to do sales instead of promotion all need to be considered.

3. Natural persons will further disappear

With the further regularization of tax inspection and GSP flight inspection, ticket passing will gradually withdraw from the stage of history. Some well-known enterprises began to transfer their products to large distribution companies, and large distribution companies also began to cooperate with these pharmaceutical companies to formulate departments or policies and services specifically for sales control enterprises. Further mergers and acquisitions of large distribution companies have gradually highlighted this situation.

Of course, drug agents will not disappear, which begins to test the ability of drug companies to handle taxes and fees. It is expected that the sales control team will gradually transform into a promotion team or become the end partner of the enterprise.

4. Return to meticulous promotion and service

After nearly five years of "cutting leeks" type of control, the terminal is becoming more and more difficult to do. Why? Because everyone is doing one thing-pressing goods. In fact, the four major families of control and marketing do a good job in the terminal, which is to press the goods well rather than to move the sales well. Almost 90% of the sales control enterprises are doing one thing, pressing goods, pressing goods layer by layer and transferring pressure. When pharmacies and clinics, more and more difficult to pressure goods, pharmacy procurement, clinic doctors began to rational, professional promotion and service began to return.

Return to specialization, full understanding of product knowledge and disease knowledge, and the excavation of product selling methods such as the rationality of combined drug use and related drug use.

The basic work of visiting, checking goods, ordering, pressing goods, displaying, price maintenance, clerk education, customer situation construction, promotion, etc. will become the basic skills of product quantity and the main points of everyone's work.

5, pharmacies demand higher specialization

Drugstores found that their biggest problem now is not the gross profit of products but the passenger flow. The gross profit has come up, but the customers have no more!

One of the most common things mentioned in the industry today is: specialization. Because of unprofessional, we lost a lot of customers and owed too much "debt". It is not high-haired drugs that hurt customers but unprofessional ones. This is why hospitals do not hurt customers when selling high-haired drugs, and our pharmacies do hurt customers when selling high-haired drugs.

Drugstores have higher and higher requirements for specialization, which means that the requirements for the professionalism of suppliers and the professionalism of salesmen in industrial and commercial enterprises are also higher. Those medical representatives who have not even read their own instructions should go back and carry them back.

6. It is becoming more and more difficult to develop terminals

The difficulty of pharmacies is that individual products or even series of products enter the market, for pharmacies, there is not much interest, because there is really no shortage of products. This will test the planning ability of pharmaceutical industrial and commercial enterprises, and what kind of routine to cooperate with pharmacies to achieve what both sides want. If we add the classification and classification management of pharmacies, when some pharmacies are not qualified to sell prescription drugs, OTC and Chinese herbal pieces, the competition of pharmaceutical enterprises in pharmacies will be further intensified.

The same is true for clinics that are difficult to do. At present, everyone basically relies on "pseudo-academic" to press goods and seize the mentality that doctors want to learn. However, in recent years, such manufacturers have taken turns to make doctors more and more annoying. Fortunately, the enthusiasm for learning has not become cold. Therefore, there should be more transmission of real skills, less routine of pressing goods, and no more potatoes for doctors to practice acupuncture. If pharmacies strictly control medical insurance products as mentioned above, then clinics will become a battleground for pharmaceutical industrial and commercial enterprises. The author suggests that we should lay a good foundation for the clinic, maintain our advantages and do a good job in customer affection. What you didn't do, prepare well, maybe one day you will have to do it.