Medical Marketing Strategy: "Three Sets" Product Forces

Business Club February 23 News Brands are loud, products are bigger, and teams are stronger. Good marketing is not a simple matter, but it is not unattainable. Good marketing has its own internal laws, rules, and twice the effort; ignoring the law, doing half the work, or even returning without success. A good product, to achieve good marketing, its internal laws can be used marketing strategy management of the "three settings" to view one or two.

Strategy is a strategy that is clichéd and chewed. Unfortunately, the marketing of many pharmaceutical companies has not improved and many of them have not known themselves because of strategic diseases. Almost no boss is willing to admit that corporate marketing has no strategy (or strategy is not clear). When it comes to strategies, it will be like "will unswervingly expand products, develop brands, and become an expert enterprise in a certain area." When it comes to in-depth exploration of the strategic support system, most of them are unclear.

A company's marketing strategy is not only a vision, but also not only its own understanding of the competitive environment, but also should include opportunity selection, implementation path, phase objectives, the argumentation of resource allocation and action program. In today's fierce competition, the strategic support system is no longer the confidence given by some innovative ideas. It also needs in-depth research and attention in the basic management, human resources system and limited resources.

Strategic research is a task that requires great wisdom. Companies will simplify their strategic tasks. The performance of marketing will be: continuous pursuit of innovation, continuous adjustment of strategies, constant adjustment of policies, constant adjustment of personnel, and poor sales performance. It is unclear whether it is a question of strategy or an issue of execution. It is difficult for a company to make a breakthrough in its place or to make a big ups and downs.

Strategic diseases such as diabetes can be perceived, but they are difficult to touch and quantify. Good marketing is difficult to achieve. First of all, it must be reviewed strategically.

Culture must have a definite “culture” and is a linguistically vacant word. Corporate culture lacks conviction. It resembles flowers and red spiders. This kind of bug, which is barely visible to the naked eye, does not do much, but accumulates. More and more, flowers and plants will inevitably wither and wither.

Many companies are willing to use vocabulary such as “integrity, dedication, and innovation” as their corporate culture. However, companies often do not pay attention to the interests of marketers and even customers in changing marketing strategies, adjusting marketing policies, and fulfilling marketing incentive rules. Very random. Any change in the company will inevitably lead to a market chain reaction, the company has not correspondingly concerned, then, the company's "integrity" where? Design traps exploit the market to maximize corporate profits. Where is the dedication of the company? Such companies either have no culture or they are unhealthy.

Many times, marketers and customers cannot fight in the face of unhealthy corporate culture. When companies implement the annual marketing incentive policy, it is difficult for marketers to refute the reasons for reducing the amount of payment, misusing marketing incentive policy interpretation rights, or biasing the company and reducing employee benefits. As a result, the awareness of the company’s sense of belonging will be greatly reduced by related personnel and even the entire team.

It's difficult to change people's behavior, but it's easy to change in the team. This is very much like pickled sauerkraut: It is difficult to make a Chinese cabbage a sauerkraut, and if it does not, it will become a rotten dish; if it is served in a sauerkraut tank, it will soon become sour. The culture of the marketing team determines the behavior of the marketers and also determines the market behavior. Its fundamental is the boss culture, marketing strategy is clear, good marketing is not, reflect on the culture is necessary. If you find spider mites on the flowers of your corporate culture, you must spray pesticides in time to evacuate unhealthy cultures.

It is not only the basic system, the sales policy, or the distribution principle that the rules must be adhered to, but also the rules of change. The focus of the rules also includes the market order of the products. The rules can be prudently studied to make it not only rigorous but also in line with marketing strategy requirements. The hardest thing about corporate marketing rules is the control of power. China's long-term remnants of the feudal society are inevitably left behind by contemporary people. The most injurious to corporate rules is the “official-level” ideology. In the case of companies, bosses and senior management can ignore rules and arbitrarily adjust and challenge rules.

For example, the company stipulates that the product's uniform retail price and supply base price will even raise this rule to the strategic level. However, when the local officials asked the boss to confess that he wanted to supply goods in a certain area, the owner agreed. The boss thinks: “Official's face should be given, reducing the supply price is nothing more than a company's profit is less, not the overall situation.” Facts, other dealers' psychology is not dampened, and the issue of picking goods also comes down accordingly, all kinds of reasons for price cuts The application will follow.

Marketing that does not adhere to the rules will inevitably lead to speculation, but sticking to the rules and not understanding them will also make the marketing of the company rigid. Management rules are an art. There is no elaboration here. It is important to emphasize that rules are a required course for good marketing. (Author: Shiwan Kui)