Strict control of the cost ratio, high value consumables academic marketing to do so!

Medical Network July 10th, the hospital is undoubtedly the most important channel for the use of high-value consumables, but the current national policy consumption reduction has swept the country. In this case, how to enter the hospital sales is the most difficult for many sales personnel. The author has long been engaged in high-value consumables sales in the first line, combined with his own actual cases, summed up some of the hospital's ideas for the reference of the industry colleagues.

We know that high-value medical consumables are generally meant to be critical to safety. Production and use must be strictly controlled. It is limited to some specialized medical devices that are used at a relatively high price and are relatively expensive. They are 'safe, specialist, and relatively expensive. High's characteristics, it is not easy to enter the big hospital sales.

The hospital that the author is talking about is the national top 100 hospitals, public hospitals, that is, the public hospitals that are the leading teachers in the region. The academics are authoritative teaching and research hospitals in China.

So, what are the difficulties in entering high-value consumables?

Typical difficulties are: First, see if there is clinical value; Second, the cycle is longer, it takes more than half a year; Third, product innovation and service have high standard 4. The fourth is whether it meets the policy of reducing consumption.

So, at this stage, how can high-value consumables enter the hospital?

Let me give an example now.

The company products I serve mainly involve high-value consumables for surgery. Now we share the success stories of the company's four products A, B, C, D into the big hospital.

In September 2015, at the annual meeting of the surgeon, the hospital's experts left the information needed to try the samples.

After the meeting, follow up immediately, bring color pages and samples to visit strangely. Continue to try samples, continue to follow up and interact, according to the clinical needs of experts, quickly produce the desired products, and finally meet the clinical needs.

Formally entered the hospital in January 2016.

1, constantly interact with the first-line surgeons in the clinic, constantly understand the real needs of the clinic (minimally invasive, precise, convenient)

2, with the product as the carrier (simple operation, convenient use), according to clinical needs to produce products, continuous innovation and improvement to meet clinical needs.

National Academic Annual Conference in October 2015. Experts at the hospital left information on urgent needs for C products.

Immediately follow up after the meeting. Continue to try B products and C products, with the clinical needs, the product continues to improve, after multiple experts use the products one by one, highly recognized by the department experts.

B product was released in June 2016 Tender It was approved by the expert group of the hospital and was officially admitted to the hospital in early November 2016. It is currently being used in several departments. The C product was officially admitted to hospital in early March 2017.

to sum up:

1. Build a platform for communication with experts with high-end products as a bridge.

2, timely interaction with experts

3, the clinical as needed fruit into a product timely delivery experts in clinical applications.

4. Do a good job in clinical academic services.

Since 2012, I have known dealers since I entered the medical industry. In May 2016, the university affiliated hospital publicly tendered and bid with the dealers.

In July, it was approved by the expert group and passed the preliminary examination. At that time, there were 11 applicants for the finalists. It is conceivable that the competition is fierce. After several strict audits by the hospital expert group, the final approval was passed. In August, September and October, special products were sent to the hospital for trial use, which was unanimously approved by surgical experts. It was officially admitted to hospital in early November 2016. The clinical use feedback is good.

to sum up:

1, the right dealer.

2, the product is linked to the net.

3, product quality quality, specifications and models diversified to meet the needs of clinical surgery.

4, instant interaction and instant in place service.

5. Promotion of academic conferences.

As described in the first three cases, innovative medical instruments I have summarized the following methods into the hospital:

First, the clinical value of the product should be outstanding, distinctive, and distinctive. It can solve the difficult problems and potential problems that need to be solved in current clinical operations.

The second is continuous professional academic promotion. All academic conferences related to the surgery at the national and regional or provincial level are all attended by the reputation of the manufacturer. The participation method can be flexible and can be independently set up. Peer fight booth.

The third is the application of experiential marketing methods. Speak with products, good products are talking. Use products in clinical trials, feel the advantages and innovations of products, and interact with experts to put their ideas to solve problems. It is recommended to convert into a product and deliver it to the clinical trial in time. Repeated cycle, so that the product can be gradually upgraded and upgraded.

The fourth is to do basic foundation work. For example, hanging nets, bidding, price control, finding suitable dealer partners, and establishing long-term interaction mode with top experts in professional fields.

It can be seen that under the general trend of reducing consumption, through continuous long-term academic marketing, comprehensive operation, established in the industry enterprise Brand, build professional reputation, innovative medical equipment, including high-value consumables hospital In fact, it is the result that can be expected and achieved.