Medical equipment this gold mine, the pharmacy is the time to dig it!

According to the data show that in 2016 China's medical device market sales of about 370 billion yuan, compared with 308 billion yuan in 2015 An increase of 62 billion yuan, an increase of about 20.1%; of which medical equipment market is about 269 billion yuan, accounting for about 72.7%; home medical device market for the first time exceeded 100 billion yuan mark, about 101 billion yuan, accounting for 27.3 The market of 370 billion yuan is large enough and the growth rate of more than 20% shows that the market is in a period of rapid growth - what is not a gold mine?

For the drugstores that are trying to find a new growth point, this gold mine should not be missed: firstly, medical devices and medicines are all important components of big health. Consumers are basically the same as each other and their marginal marketing costs are extremely low. Second, for many pharmacies, medical devices are "incremental sales", increasing sales of medical devices not only do not affect the sales of pharmaceutical products, but rather promote the promotion. Thirdly, compared with the highly competitive pharmaceutical market, the market for medical devices Is still a blue ocean, whether competitive or gross profit margin are better than drug Market; fourthly, medical instruments And drug sales are related to diversification, properly managed, can effectively play the benefits of collaborative marketing.

Although the main battlefield of medical equipment is still large hospital And primary health care institutions, but the rapid growth of home medical devices, the proportion also increased year by year. pharmacy How should we dig into the home medical equipment gold mine? Stolen that the pharmacy can make a fuss about the following aspects.

According to the positioning of the main pharmacy pharmacy positioning the main drug product pharmacy positioning different, different target groups of customers, the main push of the medical equipment should also be combined with pharmacy positioning, highlighting certain characteristics, and strengthen the professional positioning. With the development of modern medical technology, home medical device function More and more, of which multi-function, composite accounted for a large proportion, but in fact this is not a good idea, for example, a strong professional blood glucose meter, sphygmomanometer and other home medical devices, a single function to better reflect the professional, Also easy for customers to operate their own; automatic, intelligent is the trend of home-use, one-click operation can bring more convenience to the elderly, the main consumer groups, sales increase naturally.

The marketing channels to broaden the store At present, home medical equipment sales channels are mainly stores, pharmacies.Shopping stores have manufacturers support wealthy, advertising is done all over the world; pharmacies have the advantage of more stores, easy to buy, variety, professional Sexuality is strong, service is guaranteed.With the store competition, the pharmacy has its own advantages, but the important thing is to enable consumers to timely and easily understand the type, function, price and other information of the pharmacy operated by the pharmacy and generate the purchase desire. Pharmacies should take the initiative to walk out of the store, through community promotion, academic promotion, professional introduction, etc., broaden the channels of medical equipment marketing.

Actively learn from the fashionable marketing mode Some other fashionable and innovative marketing models in other industries may wish to learn from the popular sharing mode since last year, and the service-oriented trial-and-error trial mode can be completely transplanted to medical device marketing. , APP and other popular marketing Express, increase the main push medical equipment, precision marketing efforts.

Bundled marketing collaborative promotion of medical equipment in rehabilitation and chronic disease, self-measurement and inspection, there are incomparable advantages of medicines. Clerks and pharmacists in the recommended medicine, may be appropriate according to the needs of consumers make medicines and medical equipment in a timely manner Bundled marketing, which is beneficial to customers in carrying out promotional activities, you can drugs, Health products And medical equipment such as joint promotions, collaborative marketing, which is the proper meaning of pharmacy sales.