Manual of Medical Representives
I. Definition of hospital Representative:
1.Definition and basic conditions
Medical representative (Medicinal representation. HR) is a marketing and promotion person who has received special education of medicine and pharmacy, has certain clinical theoretical knowledge and practical experience, and has been trained with marketing knowledge and promotion skills to engage in drug promotion and publicity.
Basic requirements: College degree or above in medicine or pharmacy, with certain clinical theoretical knowledge and practical experience;
A rigorous and scientific attitude responsible for human life and health;
Have strong professional dedication and good cultural accomplishment;
Have good potentials as a sales promoter.
2.Features and promotion objects features and working methods:
(1) Characteristics
HR is a special industry sales promotion personnel;
HR's promotion targets are hospital clinicians and pharmaceutical personnel;
The network faced by HR is the network relying on long-term cooperation for profit;
The basic job function of HR is to use its professional medical knowledge and promotion skills to promote and publicize the characteristics of the promoted drugs to achieve the purpose of promotion.
(2) Promotion features:
A.Have a high level of cultural knowledge;
B.Have a rigorous scientific attitude;
C.Play a leading role in drug consumption.
(3) Basic working techniques:
Organize various kinds of product promotion meetings and give lectures;
Professional face-to-face visits to clinicians and pharmaceutical personnel;
Four sales promotion, 23 kinds of sales promotion in different situations, different periods, different products accurate use.
Ii. Working skills of hospital representatives in the initial stage of HL Enterprise
(I) Basic Qualities:
1.Conscience: HR's work is part of the business of selling drugs.They are also "merchants" in a particular sense.The bad business habit of "valuing profits over justice" is absolutely forbidden in HR industry.Do not exaggerate the efficacy and application scope of the drugs promoted;Do not conceal the adverse reactions of the drugs promoted;Do not do publicity for fake drugs;It is the basic professional ethics of HR to fully consider the effectiveness and affordability of patients using drugs, and not to mislead doctors in using drugs without principle or increasing the use of drugs.Caring, conscientious and realistic publicity are also important aspects to win the trust of doctors and establish a good relationship with them.
2.Confidence: only those who believe in themselves can succeed. Those who think they can't will accomplish nothing.HR beginners often show no confidence in themselves and doubt their abilities.Timid to meet with doctors, experts, after meeting can not calm relative, blunt statement, often appear timid.Overcome this distrust of their own psychology, can start from the following points:
① Look for things from past experiences that make you proud and have a sense of achievement, no matter how big or small, and then analyze the reasons for success and their own strengths, and tell yourself: I have ability, I can, I am not a coward, in those things I can succeed, in other work, as long as I work hard, I will succeed.
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Market Summary and Coporation Plan
The domestic cold medicine market is huge and the competition is fierce. Since PPA incident, the reshuffle of cold medicine has brought opportunities.Instead of blindly following the trend, AMity found a new way to market segmentation and chose a market with relatively weak competition. After careful analysis, we found that the market has the following characteristics:
(1) Huge market capacity
According to statistics, about 75% of people in China suffer from at least one cold every year, that is, nearly one billion people need at least one cold drug every year, according to the average use of 15 to 20 yuan calculation, the treatment of cold drugs every year there are 15 to 20 billion market.Children account for 22.89% of the total population, and the capacity of cold medicine for children is 3.4 to 4.5 billion yuan.
(2) The market is scattered and there is no monopoly brand
At present, strong brands in the children's anti-cold medicine market include Children Tylenol and Children Baifuexin, which together occupy nearly 35% share of the children's anti-cold medicine market (mainly concentrated in large and medium-sized cities). There are few other brands in the middle and high-end market, mainly including Xiaobai, Chengong Zaixin and other brands. Children's cold granules, represented by subsidiary products of Shenwei Pharmaceutical, Harbin Pharmaceutical Group, Minkang Pharmaceutical and other enterprises, have a certain influence on the bottom market of children's cold medicines, while there are many regional brands or no brands of children's cold varieties in the bottom market.For example, in the bottom-end market, In 2001, Harbin Liuyao took "Hutong" as the brand and increased advertising investment, occupying a certain share of the bottom-end market.
(3) the dosage form is not complete, the price difference is large.
At present, the dosage forms of children's cold medicine are mainly oral liquid and granule.In terms of price, the high-end market has about 25 yuan of varieties, and the bottom market has about 2 yuan of varieties.
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Medicines Regional Sole Agent Contract
In order to protect the legitimate rights and interests of party A and Party B, in accordance with relevant national laws and regulations, the joint venture
Based on the principle of equality and justice,
The parties hereby conclude the contract by mutual agreement.
1. Both parties agree to perform in accordance with the provisions of this Contract, and Party A authorizes Party B to act as the exclusive distributor of Ederkang products in the region.
2. Dealers pay market deposit: -- TEN thousand yuan.
2.1 Function of market margin: to prevent market stampeding and price fluctuation, maintain market norms and stable development.
2.2 Deposit shall be paid before or at the same time of initial purchase.
2.3 Upon termination of this Contract, the contract shall be returned to Party B in full within two months without violating the provisions of Article 2.1.
3. Dealers' initial purchase volume and annual sales index.
3.1 Dealer's initial purchase amount: -- TEN thousand yuan
3.2 Dealers' sales index: _____ RMB 10,000 in the first quarter;Third quarter -- TEN thousand yuan;Third quarter -- TEN thousand yuan;Fourth quarter -- Ten thousand yuan.Total annual sales of - - ten thousand yuan.
4. Supply and related details
4.1 Contract Supply Price: Aderkang: ———— (), ———— ().
Party A shall have the right to adjust the supply price within the contract period according to the market cost and factors, provided that party A shall notify Party B 30 days in advance.
4.2 Terms of Payment:
Party B shall remit the first batch of purchase price to Party A's account within 8 days upon the signing of this Contract.
4.3 Term of Supply:
Party A shall deliver the first batch of goods within 10 days after receiving the payment for goods from Party B.
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Coronary Heart Disease
Coronary heart disease (CHD) is the most common form of heart disease, affecting approximately 12.6 million Americans. Coronary heart disease is caused when fatty plaques accumulate along the walls of the coronary arteries, narrowing them and thereby reducing blood flow to the heart. This process is referred to as atherosclerosis. Over time, the heart muscle, which is “starved" of oxygen and nutrients carried by the blood, begins to weaken, and parts of it may even die.
Coronary heart disease is the single greatest cause of death for both men and women in the United States. Every year more than 495,000 Americans die of CHD-induced heart attacks.
Each year there are more than 1.1 million heart attacks in the United States. Of these 250,000 are sudden, causing the patient to die within an hour.
Many of the risk factors for CHD and stroke are controllable. These include high blood pressure, high blood cholesterol, smoking, obesity, physical inactivity, diabetes, and stress. Other factors, such as gender, genetics, and age are not controllable. Males are at greater risk at a younger age than women, but women who have passed through menopause have at least the same risk as a man of the same age. Women tend to have more severe first heart attacks and are more likely to die of a first heart attack than men are.
The only certain way to diagnose and measure the extent of CHD is through the use of coronary angiography. In this method, a tube is inserted into an arm or leg artery and is navigated up into the main arteries supplying blood to the heart. A dye is then released from the tube, and the blood vessels and heart are then filmed as the heart pumps. The picture taken, or angiogram, will show blockages caused by the thickening of the inside walls of the coronary arteries. Other methods to diagnose CHD include electrocardiograms, stress tests, and nuclear scanning.
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Market Volume Prediction of Aiderkang
Ederkang is the first product launched by Shanxi Ederkang Pharmaceutical Co., Ltd. to the society, which is also the concrete embodiment of the enterprise concept of "love sprinkling the world, virtue under the world".The product is in the middle of October 2001 in the national market, we have to ensure that the market steady operation, to ensure that the interests of shareholders and creditors, in August 2001, commissioned state drug administration institute of medicine economic south systematically surveyed the national children's cold medicine, scientifically predict children's cold medicine market share.On this basis, we selected the target market combined with the enterprise resources of Amity, put forward our marketing target, scientifically predicted the market share of Amity, and laid a good foundation for the realization of marketing target.
Domestic market share of children's cold medicine
The international common method of continuous comparison was used to predict the overall market share of children's cold medicines
Q = NQP
Q: Represents the total market potential of cold medicines for children
N: National population of children aged 0-14 = Total population × (proportion of children aged 0-14 in total population)
= 12.6 x 22.89%
Q: Average purchase per year by a buyer
Children between 0 and 14 years old can be replaced by cold incidence, because children usually have to take medicine for colds and fevers, and the conventional prediction rate is 80%.
P: The average price at which a unit is purchased
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Marketing Research on New Drug - Aiderkang
Ederkang is the first product launched by Shanxi Ederkang Pharmaceutical Co., Ltd. to the society, which is also the concrete embodiment of the enterprise concept of "love sprinkling the world, virtue under the world".The product is in the middle of October 2001 in the national market, we have to ensure that the market steady operation, to ensure that the interests of shareholders and creditors, in August 2001, commissioned state drug administration institute of medicine economic south systematically surveyed the national children's cold medicine, scientifically predict children's cold medicine market share.On this basis, we selected the target market combined with the enterprise resources of Amity, put forward our marketing target, scientifically predicted the market share of Amity, and laid a good foundation for the realization of marketing target.
Domestic market share of children's cold medicine
The international common method of continuous comparison was used to predict the overall market share of children's cold medicines
Q = NQP
Q: Represents the total market potential of cold medicines for children
N: National population of children aged 0-14 = Total population × (proportion of children aged 0-14 in total population)
= 12.6 x 22.89%
Q: Average purchase per year by a buyer
Children between 0 and 14 years old can be replaced by cold incidence, because children usually have to take medicine for colds and fevers, and the conventional prediction rate is 80%.
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City Index Related to New Drug (Aiderkang) Marketing
The incidence of colds in rural areas was significantly higher than that in urban areas in the two surveys, which indicated that in addition to major cities, sales and promotion of cold treatment drugs should also be carried out in coastal rural areas.(The reasons mainly focus on the coastal areas of rural economy is more developed, consumption level and living standard is higher, and the local people's health awareness and economic capacity is also increasing, market capacity and market potential is huge.(2) the sale on the market in the rural areas, the cold treatment is relatively moderate competition, and the local consumer dependence is strong, therefore, as long as the manufacturer to make advertising strategy and sales promotion network, curative effect is combined with its own advantage, rapid effect, less adverse reaction, believe this would be in the coastal areas of vast rural market.)
Considering the consumption level, the number of children and other indicators in each city, our market research center agreed that Guangzhou and its surrounding cities should be selected as the market to be developed in advance. Although Wuhan has a relatively large proportion of children, its population is not concentrated, so it is not given priority for the time being.
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MAR0006CN_City Index Related to New Drug (Aiderkang) Marketing
MAR0006EN_City Index Related to New Drug (Aiderkang) Marketing
Aiderkang Marketing Research Framework
Ederkang is a new generation of cold medicine for children developed by Shanxi Ederkang Pharmaceutical Co., LTD., which belongs to the national management of three new drugs and four categories.
Now Shanxi Aid pharmaceutical Co., Ltd. wants to know the market prospect and market competitiveness of Ederkang and the market comprehensive situation of similar competitive varieties, so as to provide scientific basis and guidance for the listing of the new ederkang.
Now, the southern Institute of Pharmaceutical Economics of National Medical Products Administration provides relevant comprehensive market information to help Shanxi Aidi Pharmaceutical Co., LTD to select the key sales market of Aidi erkang and make relevant marketing strategies, providing reliable and true scientific basis for the company's overall marketing activities and market expansion.
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Aiderkang_Integrated Promotion_Strategy
Cherish market resources:
As the market is like resources, marketing is mining resources, so once established to dig a regional market, will be fine to dig, never indiscriminate digging, never give up for human reasons (except strategic adjustment).
(2) Slow and steady
Stable enterprise planning
Stable enterprise concept
Implementing strategic stability
Stable human resources
Steady cash flow
A. Market choice is stable
6. The market is stable. Stable dealer selection
C. Stable market promotion
D. Path member stability
7. Steady steps:
(1) During the period of market development, no offices were set up, and dealers were mainly assisted to straighten out hospital channels and steadily distribute;
(2) Enter a virtuous cycle, increase return visits, do detailed terminal work, and supplement with public relations, promotion, etc., to further expand market share, and strengthen terminal recommendation and frequency of use by means of public relations to channel members;
(3) Stabilize the original channels after the market share, sales and return rate stabilize;
(4) Channel expansion, with the help of dealers, completed the first batch of drugstore high Point step products;
The commanding point is defined as: A. A large chain;
B. Traditional time-honored drugstore;
C. Scale pharmacies in neighboring communities.
Selection criteria: A. Distributed in the first level business circle;
B. Distributed in the vicinity of the community.
8. Steady promotion
A. First admission to the hospital -- related personnel relationship marketing and public relations (corporate gifts, etc.);
B. Advertising input is soft advertising in medical books, magazines and newspapers to report Aide's health related situation.
C. Market promotion, television advertising is mainly corporate image dissemination, and other types of public relations hype;
D. In the early stage, terminal packaging, POP and bus body advertising are the main products for the second pharmacy.
E. The main battlefield has been occupied, the other markets of the selected market are also mature, resulting in an integral whole, and then the comprehensive implementation of advertising strategy.
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Aidphar Marketing Management System (2001)
Responsibilities of Marketing Department
Make annual marketing strategy according to Marketing Department's mission and market forecast;
Develop annual marketing target and target decomposition;
Develop annual marketing budget and budget breakdown;
Determine internal organizational structure, design and staffing according to marketing plan;
Organize and formulate the rules and regulations of the Marketing Department, report for approval and implement, supervise and inspect;
Formulate sales policies and submit them for approval and implementation (price policies and incentive policies);
Submit new product development plan for approval according to market demand and product planning;
Organize and develop new market according to marketing strategy development plan;
Develop product marketing plan, report for approval and organize implementation;
Consolidate and improve the original market, develop new markets, improve brand image;
11. Establish customer files and provide pre-sales and after-sales services;
12. Communicate with customers and deal with customer complaints;
13. Develop and implement product promotion plans;
14. Investigation and operation of media according to promotion strategy;
15. Daily business operations of ordering, delivering, receiving, returning and reconciling accounts;
16. Coordinate and communicate with related departments on production and marketing, marketing research, planning and marketing;
17. Formulate and implement personnel training plans in the system;
18. Follow-up of adverse reactions.
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Media Planing of New Drug Folide (2000)
Media planning is the process of strategizing and purchasing ad placements by determining the best combination of media to achieve marketing campaign goals.
Media planners are not only responsible for the initial media purchase, but also for the continued optimization of performance throughout the entire campaign lifecycle. They must consider the service and/or product being advertised, the ideal target audience and the marketing campaign goals.
Many times media planning will be outsourced to a media agency who is experienced in delivering ads across the best media platforms to the right people.
First Things First: What Are Your Goals?
The major driving force of a multi-channel campaign is your marketing goals and objectives.
Do you want to increase overall brand awareness? Do you want to drive conversion rates for form sign-ups on your website? Whatever your goal may be, make sure you are clear about how you will go about achieving it.
Your goals should be SMART – specific, measurable, achievable, realistic and time-bound. For example, your campaign objective can be to increase credit card sign-ups at your local bank location by 30% within one month.
Setting clear goals helps the development of your media strategy in terms of drawing in new prospects, acquiring more customers or retargeting leads that slipped away the first time.
Who’s Your Best Audience?
There are endless reachable users available, but the key is knowing which ones are the best for your specific campaign. Understanding who to reach with your media plan starts with defining your target audience.
Before you can decide on the details of your media strategy, you must understand who your ideal consumers are and how you can best reach them.
Here are some things to consider when building the target audience for your campaign:
Type of campaign – Business to Business (B2B) or Business to Consumer (B2C)
Demographics – age, gender, ethnicity, income, occupation, etc.
Interests – intent to purchase, in-market
Media Habits – preferred media platforms to engage (desktop, mobile, native, etc.)
Once you have determined your ideal consumer, then you can build an accurate audience with the people who are in-market for the product or service you sell and are most likely to respond to your ads.
Typically, the Counts team will pull an audience segment based on consumers with the aligned intent to purchase, demographic, interests, etc. Certain criteria can be set across media channels to either open the campaign for a broad reach or narrow the selection more specifically to fit campaign requirements – such as residence within a radius from a retail location, age group or annual income.
A select number of people who fit the criteria are compiled to serve as an ideal target audience for your media campaign.
Campaign Details
Other campaign details that must be considered are:
The flight (or timeline) of the campaign
Budget allotted to the campaign, and
Media channels by which you will reach your target audience.
Based on your campaign goals (i.e. brand awareness or conversions) and your budget, a media planner will help coordinate the flight and channels of the campaign accordingly.
Whether it is through desktop, mobile, tablets, social media, etc., meet your target audience where they are engaging most by analyzing their media preferences.
Build Your Media Plan
Once all of the necessary target audience is created and counts are compiled, it’s time to build your media plan.
A media plan will include details such as specific media channels best for message delivery, the number of impressions, the cost per million clicks and creative development specifications.
Creative development specifications entail the actual images and message of the banner ads that will be delivered across different platforms and ensuring that they are engaging – to boost clicks and responses.
Media planning compiles all of the marketers’ desired goals, data compiled from targeting technologies, creative development specifications for the actual ads and accessibility to certain ad exchanges to determine the best way to deliver the message to target audiences.
Your campaign will span through a specific amount of time and can be delivered across desktop, native, mobile and email.
Measure Your Success
Once the campaign is deployed, the most important part of media planning actually begins.
Your media planner will analyze and achieve measurable goals by tracking engagement, such as click-through rates in delivered emails and form sign-ups on the website. This way, marketers can understand what works best and what drove the most engagement and revenue to optimize the existing campaign and maximize the success of future campaigns.
Valuable media delivery and the analysis of real-time engagement data ensures that your marketing dollars are being invested into real results, as opposed to wasted impressions sent to ad bots and unengaged strangers.
Media planning is essential to the success of your campaign, delivering the most relevant ads to the right people on their favorite devices.
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New Drug Folide Distributors Recruiting Manual (2000)
The company put into production in 1997, injected 75 million yuan of capital, in strict accordance with the pharmaceutical GMP standards, the implementation of fully closed professional production, the existing staff of more than 200 people.
At the beginning of production, the company decided to take "Fo li" series products as the main brand, because of its good curative effect, effective promotion, safe public relations, nearly three years of marketing, the company has a formed network, and on this basis to establish the brand image of the enterprise and the product, in a certain area rapidly formed word-of-mouth effect.
It is because of strict production and effective sales that the company has become a rising star in the pharmaceutical industry in southeast Shanxi Province, so it has been rewarded and supported by the relevant medical authorities."Western development" of the implementation, seven Foshan is also trying to conduct other business mode.
As the RXIn the classified management of drugs and OTC drugs, the strong market operation advantages of OTC drugs begin to glow with vitality. In order to adapt to the rapid development of the company and seize the market opportunities, we are specially open for investment from the whole country. We hope that you will join us in dedicating to the medical cause, sharing the benefits and creating a brilliant life together.
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MAR0001CN_Qifoshan_Pharmaceutical_Folide_Distributor Recruiting Manual
MAR0001EN_Qifoshan_Pharmaceutical_Folide_Distributor Recruiting Manual