Four amazing changes are taking place in the OTC market


Release time:

2015-07-18


With the deepening of medical reform, the continuation of bidding, the impact of e-commerce, the great changes in the network environment, the continuous and substantial warming of health products and the market and other factors, the OTC market began to change and innovate.
In the future, there are some new trends in the channel mode, terminal promotion mode, brand building mode and retail supply chain demand change of OTC product marketing.
E-commerce and Internet thinking become standard for OTC enterprises
Due to the impact of the Internet, especially the mobile Internet, the collective anxiety of China's pharmaceutical industry is intensifying. The forum must have Internet topics, chat must talk about Internet thinking, and everyone wants to engage in e-commerce. Pharmaceutical companies to engage in e-commerce soon become standard, the author believes that e-commerce in OTC enterprises will appear the following trends:
1, have set up e-commerce related organizational structure and staffing.
No matter how much you value it, if you don't even have a dedicated e-commerce organization and staffing, you can't really value e-commerce. No one has specifically started to operate, no matter how many e-commerce articles have been read and how many e-commerce operations have been learned, it is useless.
2. Price conflicts between e-commerce online channels and offline channels of physical stores are becoming more and more inevitable and need to be regulated.
The conflict comes from two sources:
A, the low-price competition of online pharmacies of various chain pharmacies and big health products on Jingdong, Taobao, etc. has had a huge impact on physical pharmacies, and the psychological impact is greater than the sales impact. Consumers take online prices to pharmacies to find trouble, resulting in lower confidence in pharmacies, which requires industrial strength to maintain prices;
B, low-cost competition for e-commerce established by industry itself.
The idea to avoid is as follows: products operate in different lines, operate different product lines online and offline, and cultivate brand product lines dominated by online sales online, which is the real e-commerce and independent channel. In addition, we can avoid the impact of the e-commerce channels we have established on physical stores from the mechanism. The method is that our e-commerce department only does platform and technical support and customer service related work, and does not undertake sales assessment indicators or price war, especially for products that have matured in traditional channels. This part of the work is commercial electronic work.
3, brand and market communication and marketing management means began to e-commerce or network.
The way to build a brand is no longer dependent on television media. Companies are beginning to use new media such: microblog, WeChat, micro movie, micro video, virus marketing, email push, public reputation communication, various mobile phone APP, micro mall, WeChat public number, subscription number, WeChat circle of friends, Baidu direct number, two-dimensional code information communication, search engine optimization, online and offline interaction, cooperation of big-name e-commerce, online payment, WeChat positioning system, online conference, especially mobile Internet and other means to carry out brand communication and consumer education and interaction, store staff education and nurturing, work communication and daily work monitoring of OTC representatives.
This is a specific method of landing Internet thinking, and it can also be regarded as business electronization, that is, to improve work efficiency and efficiency by various network means.
Prescription drug companies to enter the OTC market surge
As a result of the state's crackdown on the use of drugs to support doctors, commercial bribery in the field of prescription drug marketing, and restrictions on bidding, such as the impact of falling bids means delisting, more and more enterprises are transforming into the OTC field. Including foreign companies began to pay attention to OTC products and marketing.
Since GSK and others involved in a number of foreign hospital bribery incidents, in order to avoid risks, foreign companies began to gradually pay attention to the OTC market. And through mergers and acquisitions rapid layout of China's OTC market, such as Bayer's acquisition of Dianhong event. Even if there is no commercial bribery incident, foreign companies have entered the OTC market one after another to see the rapid expansion of China's OTC market and the marketization of operations. For example, France's Ipsen Group has begun to enter the OTC market in a high-tech way, giving full play to the advantages of its patient population cultivation.
The Matthew effect highlights the rapid increase in industry concentration.
Market economy and increased concentration are inevitable trends. From last year to the present, the pace of mergers, reorganizations, and closures of the pharmaceutical industry, pharmaceutical commerce, and chain stores has greatly accelerated, and there is a trend that mountains and rains are about to come. For example, chain pharmacies even sell 0.5 billion. There are rumors that the above high-quality chain enterprises will sell.
In terms of OTC marketing, in the future, OTC traditional strong enterprises with brands, strength and teams will be in an advantageous position in the competition and will launch more heavy products and their second-line products to firmly occupy the OTC market, which may be the foreshadowing to promote the "listing licensor system. In the future, it is impossible for enterprises with only product advantages or exclusive products to obtain the market, because there are so many homogeneous products that cannot be made only with empty approval documents, and there is only one choice: give the general agent of products to enterprises with sales teams and sales capabilities.
Due to the increase in chain concentration, it highlights the importance of KA work. Not cooperating with large chains means abandoning OTC mainstream market. Therefore, there is another trend in the future that KA teams in major brand industries will expand rapidly and the number of terminals covered and served will also expand.
Because it is far from enough to only pay attention to thrust, distribution and chain management, because there are as many as 1200 chain pharmacies with high gross profit products, and brand high gross profit has also become the first standard for chain stores. Too many high gross products form the distraction and market capacity sharing of store managers and shop assistants. Therefore, the importance of seizing the attention and eyeballs of shop assistants and seizing terminal shelves is becoming more and more prominent. After all, drugs are mainly sold by shop assistants! This requires a large number of terminal teams, and the OTC marketing team with executive power will surely become the core competitiveness of OTC product marketing.
The trend of chain supply chain and category cooperation in the future
The requirements of future chain pharmacies for OTC enterprises and OTC products are:
1, incremental, elastic demand category, quality brand double excellent.
Exclusive varieties, varieties that drugstores have not fully met the demand at present, varieties with elastic demand, and incremental varieties are the preferred categories for drugstore category construction. Some mass categories (all kinds of drugs) drugstores have already been constructed, and non-brand high-wool product systems have also been constructed. Chain drugstores do not have strong demand for categories, or even have no demand, only some demand for upgrading and optimization, at present, most chains lack data analysis, and there is no basis for optimization and upgrading. Category management can only be done by feeling and relationship orientation.
2, control sales or exclusive sales of products and direct supply, OEM success as the voice of the big chain.
Sales control and exclusive sales are the normal demands of Dalian chain to protect its interests. The industrial response strategy is to classify and operate the product system, and different chains supply different products. However, this differentiated product line strategy is a game for large enterprises. Small enterprises can only do it in a one-city channel mode, or they simply cannot provide a second set of product lines. Therefore, the future market is dominated by large enterprises.
3, big health new category.
This is a market that continues to heat up, and it is an inevitable choice for people after the promotion of national health care awareness! Is the only way to a healthy China, Chinese medicine category, especially ginseng and velvet expensive fine to become the leading category of this category. Drugstores need to break through the problem of health insurance policies restricting non-drug sales and learn to sell non-drug health products. Pharmaceutical companies need to develop marketable products, especially if they want to sell in OTC channels, the product's access qualification is OTC products and products with blue hat health care product approval. There are still many problems that are difficult to break through just because of the food name.
4, to provide category optimization system marketing solutions, not only a single product.
That is, product group cooperation, gold single product breakthrough. Breakthrough is supported by a series of marketing programs. For example, the ground team does all kinds of marketing and promotion related work at the terminal, the systematic training of sales skills for shop assistants, promotion expenses, schemes and material support.
Strong strategic cooperation will further become a trend.
The battle for resources and the investment of resources have become the concerns of chain pharmacies and industry. Strong alliance, input and output, rapid cooperation, common market cultivation, mutual compromise and mutual support between industry and commerce have become consensus. Facts have proved that all chain pharmacies that are self-righteous and reject high-quality brand suppliers have declined or are forced to sell.