1.1 new drug Xin Keqing +3.0 innovative marketing
1.1 new drug Xin Keqing +3.0 innovative marketing
October 09, 2015 Source: Cypress Blue
Window._bd_share_config={ "common":{ "bdSnsKey":{ },"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":" 0","bdSize":"16"},"share":{ }};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')) .src='http://bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];After a thorough and meticulous market research, Xinkeqing (a drug for the treatment of a drug for the diagnosis of coronary heart disease, a drug for accurate diagnosis of coronary heart disease) was released.
Although the prospect of non-invasive and accurate diagnosis of coronary heart disease closely related to Xinkeqing is gratifying, the real challenge is also very serious.
When a new product goes on the market, the market is applauded and may not be successful. The reason behind this is that being too optimistic will lead to inadequate market research and insufficient preparation for possible difficulties and challenges.
Many products have achieved great success in the absence of market optimism. The root cause is: in a difficult context, market research and insights are more in-depth and comprehensive, and marketing strategies are innovative – behind all marketing success stories are 5 points and 5 points.
Xinkeqing Marketing will achieve innovation in three aspects.
The first is the academic promotion of the project system for doctors' medical treatment behavior. There are many “projects†in academic promotion, some of which have direct help on sales, and some are mainly aimed at brand image promotion, which is not directly linked to sales. Xinkeqing's future marketing ideas will rely on the design of “academic projects†based on customer needs that are directly related to sales. These projects will be academically invested by the company, and regional marketing personnel will implement these programs to develop doctors' medical habits rather than simple “concept educationâ€.
The second is the sales model, which uses a flat marketing partner system. This is a model between investment promotion and direct sales. The company is responsible for academic project investment, and the partners are responsible for market access, hospital development, project execution and relationship maintenance of key personnel of the project. This is suitable for two marketers: First, there is a regional management professional manager or KA or market access affairs background, want to start a business but worry about risks, lack of platform; Second, the current agent or clinical natural person, want to be specialized Transformation requires a product and transformation support platform with academic content.
The third is a specialized project management model. Although traditional sales management emphasizes process management, due to manager's time, energy and ability constraints, it is essentially the result management. The core of Xinkeqing is the academic project, and future sales management will focus on the start-up, progress and results of these projects. The project process, quality and time schedule have clear and measurable standards. Based on these standards, strict management is carried out, and the exit cooperation of project standards cannot be achieved.
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