Source | Deep Work
Word 1839| Read for 8 minutes.
Seek medical treatment before illness, long for medical treatment during illness, and seek medical treatment during illness. The so-called disease depends on it and the patient depends on it. With the continuous progress of society, people's lives are getting richer and richer, and with the vigorous publicity of radio health science popularization activities, more and more middle-aged and elderly people have improved their awareness of chronic disease health care.
The industry we operate belongs to the third terminal market of medicine, and the lectures on chronic diseases are mainly aimed at two types of customers, the first type of rural clinics, health centers, etc. The second category is small and medium-sized chain stores in cities and towns. It is not easy to carry out these two kinds of channels continuously and deeply. However, the product company that persists will definitely become the leader in this industry.
In recent years, with the fierce competition in the terminal market, it has also brought shocks and challenges to our team operating the market. It turns out that we just find the matching terminal channel according to the product attributes of the agent, and say the profit space well so that customers can sell smoothly.
The biggest problem now is that there are too many products, all kinds of invisible and unexpected. The direct result of many products is the slowdown of sales, whether it is traditional goods pressing, conference marketing, patient free clinic, academic explosions, theme activities, etc. With the terminal competition, the marginal utility of these marketing activities is decreasing.
At this time, it is necessary to calm down and really implement these links. Only in this way can we have an effect, really have an effect on the sales results, and adapt to the fierce market competition environment.
In the two topics of "in-depth work" and "the third terminal of medicine", the corresponding solutions are given for the detailed problems in the market operation process. Everyone is welcome to pay attention to reading, and at the same time, you are welcome to put forward valuable opinions, communicate and improve together.
Today, I will talk about my personal thoughts on how to promote cooperative clinics and pharmacies to hold lectures on chronic diseases for reference only.
First of all, let's talk about whether it is necessary for clinics and pharmacies at the grass-roots level to hold lectures on chronic diseases. This is the purpose of doing so.
As we all know, the concept of chronic disease management is very big. As long as people who are engaged in the health industry are talking about chronic disease management, but whether they can land or not is a realistic test for us. At present, in the domestic health industry, sustainable landing is rare, so is there a demand in this direction? There is no doubt that the health industry is a sunrise industry, and no one can escape. Only with the development of the market, the form of chronic disease management can truly match the needs of end consumers and be successful.
However, we don't need to consider too complicated how to develop the third terminal channel of medicine at present. Personally, I think that in the process of doing something, it is better to think about preparation before doing it according to the problems encountered.
Chronic disease management in primary clinics and pharmacies is for better sustainable development. On the one hand, it meets the fierce competition demand of medical institutions, on the other hand, clinics and pharmacies are more acquaintances' businesses. Carrying out chronic disease management and after-sales service can effectively establish the stickiness with end consumers, which is more conducive to the benign and sustainable development of channels.
The form of developing chronic diseases can be divided into two parts, namely, the professional science lecture training system and the member management system. Too complicated is not conducive to the work of the terminal, and it can be optimized and adjusted step by step.
The significance of paying attention to lectures on chronic diseases is as follows:
(1) Popularizing science → Strengthening consciousness
(2) pathological knowledge → understanding diseases
(3) treatment → pain relief
(4) Dietary health care → embrace health
(5) Self-regulation → Help me become a doctor.
The above forms can be used as the management process of pharmacy members, and clinics can also manage terminal patients in the form of tables, or use medical records to record patients' names, ages, illness, course of disease, other problems, special information notes, etc. Facilitate the follow-up service work.
Clinics and pharmacies can add a free clinic to the lectures on chronic diseases. Pharmacies have better flexibility such as point redemption, and clinic doctors should show their professionalism. They can set up some free treatment places according to the setting of each activity site, and really enhance their brand power and angels in white's spirit of saving lives.
At the same time, the holding of the conference and the setting of the process must be humanized, the service should really drive the atmosphere, and the service should drive the sales. Through the professional explanation of chronic diseases, the patients with chronic diseases will be more aware of and concerned about the diseases, thus gaining the recognition of terminal consumers and terminal outpatient pharmacies.
Many times, the fundamental reason why our theme activities have not landed is not that there is no demand at the terminal, but that we have not clearly explained the significance of the activities and the cooperative clinics and pharmacies, which leads everyone to think that we are only selling utilitarian, which is not conducive to the maintenance and long-term development of customers. When we put these theme activities with temperature in, we can help terminal pharmacies and clinics to continue, and the effect achieved is beyond imagination.
Therefore, as the terminal business manager of products, we should change our ideas, embrace the market changes of the industry, and at the same time enhance our insight into the needs of cooperative customers. Sales is the process of meeting demand.
It is suggested that some adjustments should be made in the topic of communication with end customers, from simple product cooperation to helping clinical pharmacies achieve sustainable development and win-win cooperation. In addition to paying attention to the hard demand of channels, we should also pay attention to the soft demand. Unilateral victory is unsustainable.
Please leave a message in the comment area about the specific process of chronic disease management. We can exchange and study together in our spare time!
~ over ~
About the author: