Incentives and confusions of pharmacy medical device sales | Cooperation with channel providers may be a way out

Medical Network March 21st With the increase in medical device companies' attention to pharmacies, the rate of giving up to retailers is gradually increasing. With the advantages of experience and after-sales service, medical devices will be a growth point for pharmacies in the future.

As we all know, the sales of medical devices in chain pharmacies have been on the way, and many real-world problems have caused the sales of medical devices to have a low share of the total sales of most stores. Although the status quo remains to be seen, the industry is still optimistic about medical devices. The future of the market.

The chairman and CEO of Rehabilitation Home Founder Bo Hao once said that after the acquisition of the national staking enclosures in the past two years, the major chains must be immersed in deep ploughing, and the medical device sector is likely to become the chain pharmacy in the future. One of the new growth points.

Zhang Xiuchun, Commodity Director of Guangxi Baohetang Pharmaceutical Co., Ltd. agreed with the above view, and believes that the future of the domestic medical device market will usher in an explosion period. As China's aging society has arrived, the demand for medical devices will increase. In addition, people’s health awareness is awakened. In the past, attention was paid to the treatment of diseases. Now, more attention is paid to the rehabilitation of diseases. Medical devices often play an important role in helping patients recover.

Beijing Deweizhi medicine According to Liu Junfeng, manager of North Taipingzhuang Store, the chain limited liability company, with the large scale in recent years medical instruments enterprise With increasing attention to retail terminals, the rate of let-taking in drug stores is gradually increasing, and with the advantages of experience and after-sales services, medical devices will be a growth point for pharmacies in the future.

First, the product is simple. On the one hand, the variety of medical devices is not abundant, and it cannot adapt to the various needs of the market. It requires the production enterprises to develop more categories; on the other hand, it is limited by the size of pharmacies, or improper selection of categories, most drugstores display The variety of medical devices is incomplete and can not meet the needs of customers. For example, some pharmacies use electronic blood pressure monitors, blood glucose meters and other types of detection devices, and some pharmacies are mainly injured, first-aid, family planning and test paper products.

Second, the lack of pharmacy clerk professionalism. Medical equipment sales need to have very professional knowledge, in order to accurately according to customer needs and product features, help customers choose the most suitable for their products, for example, how to explain the height of the crutches to the elderly With grip, recommending blood pressure timing to the elderly notices that they need to have large screens with speech and other details. However, at present, most pharmacies do not have equipment specialists, and the degree of specialization determines the degree of customer acceptance. A little knowledge will only be questioned by customers. The value cannot be fully realized, and the transaction rate is greatly reduced.

Third, the impact of electricity supplier is severe. On the one hand, the device covers a large area, the pharmacy area is limited, the products on display are limited, but the online shop virtual space is unlimited; on the other hand, the price of the physical store can not match the price of the online shop, which is fatal The impact point. The physical store became the customer's experience shop and consulting service center, first consulted and experienced, selected models and online comparison prices, and ultimately placed orders from the Internet. The store clerk did not generate sales despite the effort. Performance.

Fourth, after-sales maintenance is a problem. The sales process of equipment is not long, but the post-maintenance is very long, it is also very important, if there is no professional maintenance team or strong factory support, will only be frequent customer complaints.

5. The clerk's concern is low, and his experience is less frustrating. Medical devices belong to a niche category in pharmacies and are easily overlooked by shop assistants to a certain extent. At the same time, due to incomplete categories, lack of clerk professional knowledge, low customer turnover, and frustration for shop assistants. , It is even more reluctant to sell medical equipment, thus creating a vicious circle.

Sixth, the selection of categories is not scientific, and it fails to accurately study the needs of its target customers, and blindly follow the trend. The equipment in the store is also only a simple product display, does not form a sales chain, resulting in low rate of equipment sales, inventory turnover slow.

In the face of various operating pain points, chain pharmacies are not without direction to solve the problem, but specific implementation still requires multiple efforts.

In terms of equipment sales, the Rehab Home and the Katherine Hall, Dewey & Co., and B&W shared their exploration experience and suggestions for improvement:

First of all, look forward to manufacturers to provide more abundant medical device products. At the same time, in the category selection, taking into account the market and customer needs. Zhang Xiuchun said that there are many nuances in customer demand, which has caused many subdivided models of medical devices, pharmacies to consider The individual needs of this group of people strive to be precise in the category selection and try to satisfy the customer's needs.

Take DHL as an example. When selecting categories and brands, it is mainly based on customer demand big data. Then within the company, it will be guided by different sales levels. The supply chain is dominated by brand companies, second-tier products of famous enterprises and high profits. Products. The brand enterprise's products are mainly used to attract customers, and strengthen cooperation with brand enterprises to maximize the resources beyond profit; The second-tier products of famous enterprises, high-margin products are used to strive for the largest profit margins, and make up for the brand while increasing sales. The product's profit is insufficient.

Secondly, the company seeks systematic and professional training resources from the manufacturers, and helps the stores to improve from the details. The manufacturers excavate the characteristics of their products more thoroughly. The professionalism of the clerk should rely on the resources and strength of the manufacturers. The factory guides the clerk to understand the medical devices. For the value of customer health, accumulate sales experience and form a virtuous circle.

Thirdly, chain pharmacies should pay attention to the sales of medical devices, strengthen the systematic guidance for sales staff to carry out medical device sales, encourage shop assistants to dig deeper into the value points of the devices, and at the same time give incentives to equipment sales personnel. In Dehuizhi, different levels of products Sales will have different reward policies. In addition to performance bonuses, we will also give gold single products through WeChat red envelopes, KA merchandise awards, etc., and focus on co-products in stages to reward employees.

Fourth, the natural relationship between pharmacies and equipment should be well grasped, and the advantages of offline experience and after-sales should be brought into play. Compared with other specialty stores, pharmacies have more advantages in operating medical devices because pharmacies’ customers have more health needs. There is a strong correlation between medicines and medical devices. Pharmacies should use this advantage to dig deeper into potential customers.

Fifth, correct instructions and explanations to reduce maintenance caused by operational errors. It is understood that most of the damage to the device is related to improper operation or misoperation of the customer, which leads to an increase in the number of maintenance and a decrease in the consumer experience. To change this, a clerk is needed. Explaining customers from a professional point of view. When dealing with such after-sales issues, Dulwich proposes the following methods: If the customer makes a phone call to complain, ask for a clear reason and respond quickly; if the product has quality problems, return it unconditionally; if the customer At the time of arrival, he gave a reply. If he is not sure about the reasons, he will leave the product and promise to solve the time limit. If the machine is damaged due to the customer's misoperation, he will contact the manufacturer for maintenance, and no maintenance fee or maintenance fee will be charged if necessary. Explain the reason to the customer.

In addition to taking these measures to increase the sales of medical devices, there are also some pharmacies that choose to cooperate with more professional companies in the field of devices, thereby enhancing their capabilities and reputation in the area of ​​device sales. Jiashi Tang and the nation’s largest home medical device chain are recovering. Home cooperation is a typical case.

The Chiayi Sakura Street shop is the company’s first pilot store. hospital , Equipment sales flow base is better, after a year and a half of cooperation, sales of medical equipment than before cooperation increased by more than 50%.

After the variety and structure of the variety was reasonable and cooperative with the rehabilitation house, the company first improved the problem of a single species. In the past, the company’s purchased varieties were not covered in full. Each breed may only select a few manufacturers to cooperate. After working with the rehabilitation house, Without the trouble of contacting with various manufacturers, we can directly select products from rehabilitation homes. Although the sales of products in stores are still mainly wheelchairs, protective gears, ventilators, and oxygen generators, there is a choice of manufacturers in each category of products. Greatly increased, to meet the individual needs of various customer groups.

The rehabilitation house will constantly adjust the variety structure for the stores based on the survey results of the surrounding markets. Taking the wheelchair as an example, it considers the function, the use of the crowd, the price, the severity, the material, the size, the category and the brand. Pick products that suit their target customers.

After-sale service chain complete equipment and drug Differently, after-sales service accounts for 60% of the total sales service, so the whole sales process of the equipment is long and difficult. The rich manufacturer resources such as rehabilitation can provide professional, assured after-sales service support, and cooperate with the rehabilitation home. Store staff only need to cooperate to help consumers contact the after-sales service department.

In the past, when they operated themselves, there was a problem with after-sales maintenance. After all, some medical devices were highly specialized and training for pharmacy personnel was lacking. However, after cooperation, they can rely on their complete management system, business model, and the power of service teams.' Store manager Huang Wei said.

Increased professionalism in equipment sales In this mode of cooperation, the stores’ medical equipment is sent by the rehabilitation home to sell the products and provide detailed, professional guidance for the use of the customers. It will also make good use of after-sales maintenance and professionalism will be greatly improved.

'The pharmacy must have good industrial partners, have a better product mix, stores can sell better, the supply chain is the premise, store control fee is the basis, profit is the only means.' Beijing Rehabilitation House Medical Products Co., Ltd. Executive CEO Lei Jierong said.

The force-strengthening product chain began in the fourth quarter of 2016. The Rehabilitation Center focused on the implementation of single-disease solutions. It began with the respiratory system and covered five categories of single-disease solutions, integrating channel chains, product chains, and service chains. The force of the chain, the integration of the channel chain and the service chain are also in progress. When the product chain, service chain, and channel chain are opened, the single-disease solution can be realized and it can be completely dropped to the store.

Increase conversion rate and repurchase rate First, high-performance incentives. 30% of the growth in the performance of equipment stores is used to reward employees and take advantage of profit-driven. At the same time, there are different performance incentives for different sales programs. Successful sales cases for large-scale equipment are Employees share in a timely manner, the company gives the case to share additional red envelopes, in order to encourage everyone to learn different sales methods.

Secondly, expert training. In addition to the card-based learning method, there are video and audio materials produced by experts. The content is single-disease solution and disease course. Everyone must learn. The company provides the store with learning methods, learning materials, and pays attention to the learning process. , Assessment of learning results.

In addition, the Rehabilitation House has been strict with the professionalism of store employees, learning knowledge from manufacturers, accumulating their own experience in practice, and combining architectural knowledge and methods, from the role of 'porter' to 'service expert'.

Third, the detail management. The daily report is to refine the goal, daily learning to punch, everyone must read the morning course, read all the courses, repeat the study, create a sense of ceremony.

Fourth, the single-disease disease united products in accordance with the disease process to solve the re-purchasing problem. Concerned about the disease development process, customer's comfort level, current living conditions and problems to be solved, etc. The disease course thinking can not only increase the unit price and re-buy rate, but also Can help customers delay the deterioration of the disease and improve the quality of life.

Increase traffic flow on the one hand, and divert traffic from the line, through the rehabilitation home website (with product details and prices), WeChat widget mall (responsible for late product consultation), O2O platform (whether it comes to Jingdong home and hungry, online (drinking under the discount line) and other drainage; On the other hand, from the offline drainage, with the aid of hospital nursing nurses and other resources, it can accurately distribute single pages and brochures in the hospital. At the same time, it cooperates with industry to carry out community activities. In addition, using disease thinking, Pay attention to customer visits, do a good job of timely delivery and debugging and after-sales service, is also a good way to drain and retain customers.

The management of store fee control and management expenses is the basis for the store to truly stabilize its profitability. It mainly controls the common expenses and operating expenses of the stores. The fee control measures take incentives. For example, the regional control fees last month were successful, and the difference of 20% was awarded to The regional manager, after three months of regular cost increase, the difference of 10% will be negatively motivated by the regional manager. The sudden expenses, such as fines, decoration, etc., will be excluded from the financial process and will not prevent the regional manager from carrying out normal operations and development. Emergency expenses must be budgeted in advance.