• Categories:Industry News
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• Time of issue:2017-10-30 13:36
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(Summary description)In the current medical device market environment, with the intensification of competition, brand promotion costs, terminal marketing costs continue to soar, manufacturers strengthen internal compliance management and other factors, leading to more than 90% of medical device enterprises to transfer marketing work to dealers, manufacturers provide brand support. Manufacturers put more energy into product R & D, brand planning, marketing promotion, forming a reasonable division of labor in marketing links. To do market prerequisite, we must conduct market research on the market, especially the understanding of competitors. If we don't do market research and don't understand the situation of our competitors, we will not even know the reason for losing the order. Secondly, we should analyze the advantages, weaknesses, opportunities, threats, and find out the problems in developing the local market. To solve these problems, we must make market planning, make marketing strategy map, determine market operation ideas, determine market operation plan, and do PDCA cycle 。 The key to medical device marketing lies in three aspects: how to establish a model hospital or observation hospital, how to maintain the factual customers, and how to mine the hospitals with intention to purchase? Observation hospital: Because of the brand, capital, technology and other reasons, it is very difficult for domestic medical equipment enterprises to become a top three hospital. It is also feasible to only do basic level hospitals and private hospitals. Maintain the developed hospitals and invite interested hospitals to visit. De facto clients (developed hospitals) One is to invest emotionally and pay attention to the places that customers are interested in. The second is to help factual customers solve problems and improve brand reputation and brand loyalty. The third is to realize resale and cross selling to improve work efficiency. Explore the hospitals that are interested in purchasing: Process: collecting information - clarifying roles - recommending products - quoting - displaying marketing aids - reporting - public relations - bidding - Service Information collection: One is to integrate the resources of distributors and visit customers selectively; The second is to pay a return visit to the interested customers in academic activities; The third is to visit the hospital department director introduced by the factual clients. Clarify roles: First of all, we should contact with the Department Director to understand the basic situation of the hospital departments, understand the interpersonal relationship and background of the Department, whether the department director is very authoritative and powerful, whether there is contradiction between the Department Director and the deputy director, if there is, we should do the work of the deputy director, otherwise, the opinions of the Department are not unified, which will lay a hidden danger for the future success. Only after the director and the deputy director of the Department can the order be made. In the same way, the situation of each hospital is different, and the specific situation of the hospital can be learned from the relevant personnel and distributors of the hospital. It would be better to find an internal line. This person must understand the hospital's organizational structure, internal roles and division of labor, understand the whole process of procurement, and be able to know some key things, such as understanding the decision-maker, his family situation, personality and hobbies. Understand the price and relationship of competitors at critical moments. During the documentary period, we have to communicate with the inside line for many times to let him know how to help us, and let him direct us to the next work. Communication with customers is a process from strangeness to familiarity, from familiarity to trust, and from trust to a consensus of values. Recommended products: According to different hospitals recommend different products, according to different communication objects, find different entry points and introduce different contents. Generally speaking, the director of the department talks about the situation of the model hospital, introduces the unique technical advantages and clinical value of the products, the head of the equipment section is concerned about the price and after-sales service, and the president is more concerned about the economic and social benefits. Quotation: Different configurations are recommended for different hospitals and regions, including luxury configuration for tertiary hospitals, standard configuration for secondary hospitals, and simple configuration for primary hospitals. Display of marketing aids: It is difficult to persuade the other party only by oral expression. It must be strengthened with some marketing aids, such as the letter of acceptance, authoritative expert papers, proposals, etc. Report: Interested hospitals should