Medical Marketing Director Crash Course

The sales director can be said to be the marketing “head” of a pharmaceutical company, which determines the performance of the pharmaceutical company to a certain extent. It is self-evident that a responsible sales director can bring a moribund company back to life. An incompetent director is also responsible. You can "dry up" a vibrant pharmaceutical company. At present, the role of sales director is particularly important in the context of industry transformation. Then, what should be done in the sales of pharmaceutical companies?

Ming trend

The sales director must understand the market and even the "big trend" of the industry development. This is also an important criterion for evaluating whether a sales director is "wise". The biggest difference between the sales director and the sales manager is to judge and grasp the overall situation because he wants The entire sales force "gives orders," so it reads "whole", and the sales manager is the "strategic intention" of implementing and decomposing the director.

The importance of "direction" is much greater than "speed". In the wrong direction, the faster you run, the farther you go, and the sales director decides the sales and marketing direction of pharmaceutical companies. For example, many general drug companies first played "allocation", and the current market is a "pure sales" era, then the channel must be transformed into a pure-selling business, otherwise it may be "waiting for death", which is the general trend.

Fixed strategy

"Potential" has been, what is "surgery"? In the big marketing direction or marketing strategy, we need specific implementation strategies, paths and methods, that is, we often say marketing "tactics." This tactic should be concluded on the premise of full market research, product research and competitive analysis, including the selection of target markets, the determination of marketing models, the classification and control of sales channels, sales policies, promotion policies, product strategies, etc. content.

It is easy for corporate sales directors to fall into a misunderstanding, that is sitting in the office looking at data, listening to reports, and banging their heads. This is a very terrible thing. Now that the market conditions are getting better and better, the sales director must have a certain amount of time to market, See customers, and first-line sales staff, otherwise it is difficult to make correct judgments!

Subindex

Indicators are sales, market, and activity indicators. The sales index is the normal number of sales, return amount, profit, and some growth rate requirements, etc. The overall indicators will be broken down according to the basic factors, potential, channels, and teams of each sales area. Each company is similar.

Many pharmaceutical companies' sales targets are tight, but the degree of attention to market indicators is relatively poor. In particular, some corporate standards are "sales are completed, the result is first, and others do not matter." The following can be thought like this, the above must not be, because there are many ways to achieve the results, but this is not necessarily conducive to the sustainable development of performance is not necessarily, so must have market development, the number of terminals, the number of customers, the necessary production and other necessary markets index.

In fact, no matter what mode is adopted, the current market basically needs pure terminal sales, and terminal pure sales is basically only related to two things: customer communication and marketing activities of sales personnel, so companies with ideas can consider increasing activity indicators. Of course, there must be supporting costs and resource input standards and plans.

Grab execution

All is ready except for the opportunity. After the above items are in place, it is to check the progress and implementation of various events. Regular marketing meetings are held to listen to reports, discuss issues, and adjust strategies. It is emphasized that the phrase “execution” is not applied to “first line” but “second line” or “second line” or “ The "three-line" implementation is the implementation of the immediate sales area manager.