2009 years Then said the pharmaceutical industry as
06 years, The state has adopted a series of policies, began to attract the industry shock. From the perspective of the pharmaceutical industry, 06 years and 07 years since the founding of the policies that all combined, we do entrepreneurs pharmaceutical companies are the attention.
07 started watching all the pharmaceutical companies are no longer the industry to adjust, are being adjusted within the enterprise, this year we called
08 年 we can see, is a vital year.
09 years Whether the entry of foreign capital, or China's own big business integration and development effort, the industry must be a development year, which is consistent with the natural law of development of the industry. There is a set of industry data: Among the top 100 pharmaceutical enterprises in China, over 100 billion is only one. Commercial pharmaceutical companies over 100 billion is three, the output value hundred enterprises accounted for 12.6% industry, 90% of the total output value of the pharmaceutical business accounted for only 10% of gross business. These data tell us that the pharmaceutical industry are disorderly competition in the industry. Not as good as a bottle of mineral water bottle of fluid is because competition in the beverage industry is a monopoly industry. The monopoly because competition will cause the industry to raise the threshold to reduce the market opportunity. But the pharmaceutical industry is not the case, the unknown, never heard of the pharmaceutical companies in the regional market a lot of people do one or two million.
2010 onwards, are we? Because this is a very serious topic. We are 08, 09 enterprises in the development process of life and death, we always try to survive. So starting in 2010, we not only fight for survival, that competition in the market competition is beyond the scope of life and death, is the enterprise level, strong dialogue. I was doing consulting projects in recent years, are helping many pharmaceutical companies from the
Second, why the pharmaceutical industry a new policy?
we look at why the state a new policy? Medical research centers have the relevant Minister Li made a detailed new policy interpretation, there is praise, there is devaluation. I am not one by one elaborated. New policies affecting pharmaceutical companies in our two areas:
first strategy needs to be done to enhance the pharmaceutical industry. This is the national industry development, an inevitable trend. Pharmaceutical industry, if not from the perspective of national strategies related to the livelihood of the industry to be negligible. Because the share is too small, 630 billion GDP, 2.4% to 4% of the share! The U.S. pharmaceutical industry ranked third in the national economy, a Pfizer nearly equivalent to the output value of four Chinese medicine! So China's urgent need for strategies to enhance the pharmaceutical industry to do! Second, pharmaceutical companies need strategic transformation. From simple product sales to the enterprise management level to enhance competitiveness. So many entrepreneurs are worried, do not complain about the original policy environment, without the original marketing environment, without the original market environment. This is a development of the industry a necessary stage in the process.
so a new policy is out of time! These must be the introduction of the New Deal! Mr. Liu Kang Chen medicine no stranger to the telecommunications industry, there is no access at that time? There is no protection. Now mobile phones Ye Hao, network Ye Hao, when an industry develops to a certain extent, there must be a standard to be out. Because any one industry to a certain extent, always be a new policy. After the formation of the facts, we must rely on legal protection.
Third, what is the purpose of the New Deal medicine?
new policy is to solve the common people In fact, if today's governance, it is necessary to rectify the education sector, college students, became vulnerable, but we also must consider the throngs of school, which in itself contradictory. There is a university teacher said to me, the original materials used in our university some pirated, if you want to crack down on commercial bribery fight against piracy on the first, a few dollars of books sold to students in hundreds of dollars for a copy. Now starting to straighten out, but the education industry not been so concerned, because the use of pirated books is not dead, eat the fake drugs will be dead! Drugs related to life, human life!
end result of the whole policy from the state has three aspects:
one price. Online bidding policy is linked to the performance of the most direct way is simply to consider the issue of the solution is the most obvious The more things cost more price cuts, profit margins of products more cost-effective things people affected by the less. A move not working, it will be considered from the system on the overall price. 25 orders, they started to price some drugs!
second adjustment. This adjustment points inside and outside, more entrepreneurs make their own adjustment is now adjusted, this adjustment has no choice but behind places, but also to adapt to the place, must adapt to the industry.
third is regulation. Pharmaceutical companies as long as there is a standard does not comply with national laws and regulations of medicine, the pharmaceutical companies is certain death. So now medical entrepreneurs are cautious, walking on thin ice, and some sweat, some can not sweat out!
Fourth, the New Deal policy-oriented pharmaceutical
---- first, to concentrate resources to the advantage of companies. Because raw material procurement, processing, production, sales, and only highly concentrated,bailey UGG boots, the cost to price, price objective can be achieved. This concentration is very important. ----
Second, competition increased competition from products to business competition. From a competitive point of view, the competition has been increased by the product to the corporate competition. Competition among enterprises not only in sales, more business management in the competition. I will later speak at length about the competitive pharmaceutical industry value system!
Third, medication support ---- to ensure that consumers and accelerate industry concentration. Competitive prices, health care, social security, agriculture, insurance, fixed-point production, and so the policy is to ensure that drug use and strong consumer Hengjiang, the weak are going to die! With the policy control of leverage to accelerate the process of the industry!
five pharmaceutical companies in the pharmaceutical requirements of the New Deal
transformation is inevitable, during this period, two tips for entrepreneurs: one --- the same speed as the leopard change. Second, the antelope must insist --- endurance.
medicine in the new environment, a description of my business, leaving only the words, Entrepreneurs Only standing, have the right to speak to you in the next step to obtain the relevant competitive advantage.
six factors in the survival and development pharmaceutical companies
pharmaceutical companies, of policy, to take this chance and for the. If we want a large development companies, rely on their own profits and rolling development of products, is basically impossible. Minister Li said a lot earlier policy opportunities, medical entrepreneurs to make good use of opportunities to accelerate development, and take this chance and for the. The second is the capital, the capital market under the New Deal to the enterprise not just a simple injection of funds, as well as technology transfer, including the strategic development of the platform, advanced management ideas, marketing ideas, product technology.
the same time, pharmaceutical companies, With today's competition in the pharmaceutical industry, is not the business with the competition between enterprises is a corporate value system, value system with another business competition. Not that I have money on the line. Today business competition is to see how much you have professional staff, the number of key customers, the number of consulting firms, the number of information sources, the number of products, and so the ability to resist risks. In this process, we can see that this value system of competition, has given way to closed, get out of the past, that their companies have the capital, products, companies can support, the next step survival difficult.
there is a medical device companies to do a few days ago looking for me, To make a booming business team to help them make new products, because the original can not be used to do advertising for medical devices sold. Enterprise information so closed, medical device advertising only after the introduction of restrictive policies, only eager to find new products to market, speed of information sources such enterprises must fall in the competition. Policy information, industry information, competitive information is not clear that he blindly into battle, information changes so many companies by surprise. No business can do their own foresight, but to understand the information, you will find the value of information, and then to use, it is very important.
Second, soft power activation. Take stock of what we have today, do better business with the funds and products which are dominated by head-on fight! Jianweixiaoshi river pharmaceutical tablets slogan today is Well, from the perspective of these products, which products are highly sophisticated? No, soft power is activated by the enterprise itself, creating a competitive edge, the hard power against competitors. I often talk about medical entrepreneurs, in fact, every business is promising, but soft power is not activated, it can not form a competitive edge. I do consulting projects for pharmaceutical companies more than start from the soft power active and thus add value to pharmaceutical companies, the effect is very good! Consulting firm's mission is not to spend money for the company, but to help companies make money. Alone a creative, playing an advertising, you can save a business or product? Pure nonsense! The so-called .
seven pharmaceutical companies competing value systems model ------ effectiveness of management, integration of a leader!
value system from the perspective of the pharmaceutical industry, pharmaceutical business (terminal), consulting companies is not such a simple chain between the upstream and downstream, ie consulting firms planning to enter the flow of industrial by products business, enter the terminal, and then to reach consumers. Because this value system, the product to distribution, business to development, in order to business with the relationship between upstream and downstream, we used more is the price, making price adjustments, so there is only so-called game, only the price game.
triangular relationship should be stable, namely, consulting companies, pharmaceutical industry, medicine is a strategic partnership between business, work together to build competitive! Such a relationship full play to their potential and capabilities, consulting firms is the activation capacity of consulting firms and information skills; pharmaceutical industry is R & D and production capacity; pharmaceutical business is the distribution and marketing capabilities. These three are indispensable, complementary, both soft and hard. Effectiveness of management, integration of the leaders, in fact, the concept from the perspective of integration, integration is not just 1 +1> 2, which is a physical change, there are still strange bedfellows, treachery. Today, some companies the means to enhance the integration, the rise to strategic alliance partners, the management started to do together, you have me, I have you, risk and profit sharing. But the shares have not risen to the level. But from the business level, has already begun. Hainan has excellent pharmaceutical brand in Asia, marketing management, sales network, customer resources, but a single product, is a cold medicine crack products. And have a good product resources and R & D capacity in the business, the market bigger and stronger together. Such cooperation is operational level, rather than shares integration, integration of business and management of the way, very fast. Do merger integration, integration of the market this time is too long, so to do from a business level.
Now we all talk about integration of resources, are saying: do not look the greatest, not to find the smallest, but to find the most suitable. Actually no, not the most appropriate, is to find the most The The idea for us all, that is, the same general direction as long as we all give and take, seek common ground, we start with something to is the most appropriate. Many companies merged that the appropriate manufacturer or product, but the actual work is not the maximum benefits, it is because entrepreneurs do not understand medicine: the cost of acquisition is limited, but the cost of integration and convergence is unlimited!
eight pharmaceutical companies ---- soft power in order to effectively promote the activation of hard data, soft power must be activated!
pharmaceutical companies added value and profit growth is hard data, pharmaceutical companies want a large development is not only practical value, but there must be value added, that pharmaceutical brand, sales team, sales network, effective resources and so on. Value-added effect is not produced out of thin air, pharmaceutical companies must have a real profit growth, if not the actual profit growth, you want listed, the associated value is impossible. Not competitive enterprise would not have the actual earnings growth. The competitiveness of pharmaceutical companies in turn depends on the activation of soft power.
the external competitiveness of pharmaceutical companies is the performance of the actual profit growth, companies have better brand added value production, but from the internal perspective, that's soft power. So this sentence tell you this: In order to effectively promote the hard data, soft power must be activated! Activated area of soft power include: thinking, strict management, professional managers, passion action, key clients.
nine, 08 pharmaceutical companies
key elements of success or failure of the first element: --- will make money on entrepreneurship called ability of entrepreneurs is not how much, but how much heart! Chinese pharmaceutical industry has not entrepreneurs!
success of an enterprise, in fact, the success of entrepreneurs. The normal course of development of entrepreneurs is this: is the completion of their jobs, professional and ongoing counseling supervisor, learning professional skills; and so is the nature of the work process from small to big, but the accumulation will not take the initiative to a qualitative change. Creative work, pharmaceutical companies will be the implementation of the strategy can be achieved through the organization; Good selection of an executive team to realize its own values and business goals. The nature of the process from nothing to some, is pioneering the cause. Grasp the opportunities, Necessary process of more than three in China has not been fully realized, because the reform and opening up was just less than 30 years, medicine has not yet formed the third generation of leadership groups, pharmaceutical companies are still in the second generation leaders of the stage. Have experienced, capable,UGG boots cheap, professional, skilled medical people still are in the stage of medical professional managers, there is no opportunity for pharmaceutical companies and resources to become entrepreneurs and property heir! Take stock of what we now pharmaceutical companies have which is the real chairman of pharmaceutical companies Medical Representatives from the start of the original? Not, the reason is that history does not give more opportunities. China's leading pharmaceutical companies such group is the experience: mainly to make money, the product sales. By courage, by administrative leadership experience, starting from here. Then have a pot of gold and resources of pharmaceutical companies to become Then have a factory, with the pool of things, with a group of people. Only money, not spend money. Many pharmaceutical companies are not closed down no money, is not in the process of expanding investment, not brand management, will integrate the collapse! So I say: China is now the lack of entrepreneurs, no shortage of boss. Our 30 years of reform and opening up, just give one or two opportunities, or in the business. So I always say: If the other industries in the We are Speaking in front of some businesses,UGG boots, can not we copy their model, they are a historical necessity, is not aware of the case companies to this day. In China, the medical profession lack training environment for medical entrepreneurs and mechanisms. With the medical management system to improve and strengthen, with the improvement of the degree of the pharmaceutical market, with competitive norms and orderly, the era of a generation of entrepreneurs will come!
second element: active --- to know about the thinking is not important, believe and do have the power!
Tong Ren Tang, a few days ago to do the training we give that a topic: 2008 East Sheng Yinghua billion in 1000 to do it? Participants said: No way! This is the thinking of the problem, the result of anything can not be achieved, is conditional. According to the current conditions, is not, if the conditions have changed, with 1,000 million to meet the conditions of the results is possible! Dong Sheng Yinghua such as medicine designated by the State designated distributors, or when one company comes into the capital, is likely to achieve results. If you think it can not, they will not actively look for the conditions and resources effectively, then life will never be, because you do not attempt such a possibility. There are many pharmaceutical companies of entrepreneurs, the reason to hire me as a consultant, because my thinking is positive and active, can activate internal resources, and brought him to an effective external resources. Many entrepreneurs said: When I run anguish, these marketing experts see you there at the end of my heart. This is the mode of thinking activation problems.
from last September until January of this year, Ran Tiejun paid a visit to General Manager led more than 300 senior executives of industrial enterprises in the pharmaceutical industry that everyone is touched. As a business manager, with the team to an industrial to down-talk, not policy, to tell companies to do? What can you do? Is such an attitude. In fact, . Chinese have a saying: you do not have resources, there is no word? As long as there is a sincere, I really can touch many people.
if you are not Cao Cao and Sun Quan, Liu Bei you school. --- Cao Cao wengong military strategy because the capacity of a foundation for Sun Quan --- resources, and Liu Bei nothing, but it is to have the same --- attitude. At that time Highlighting, we think is not easy. Today, we imagine, we really called three times to the business customers it? But also very sincere? Not necessarily. In fact, three times to visit each customer, we will form our entire value system of the resources which, at least I have friends around. Business can not do it, but the information is there. From such a perspective, we went to change our mode of thinking is
third element: ----- on the strict management and management is mathematics, not literature, by numbers!
Chinese medicine enterprises have a strange phenomenon: the more bad doing business, management more loose. From the management perspective, small businesses should be more strict discipline is the guarantee of victory is the only guarantee for small and medium enterprises medicine! Discipline is the soft power for the SMEs. SMEs will have more shape model, the team is not high quality, reasonable actions did not speak to the passion and outstanding performance. Discipline is the quality of the staff, the competition fierce, the inevitable need for enterprise development. Understand the reason you and other people that day, companies do not know where to go. So in China to do business, entrepreneurs must be strong, must be high-handed, does not make sense to tell. Unreasonable that the entrepreneurs are not important, as long as you carry out a very firm view, that things will become! In the management of the process must use math to speak, do not use too much description of literature. Some companies revisit: the great development of business next year, big income, great integration, progress by leaps and bounds. Just do not have specific numerical targets. If there is no data words, the enterprise is empty. I might do business habits, and would like to see the data, what we want? Because numbers are the least of lying. Leading a team to do things, always talking to, and data. Do not like the dialogue with the staff: leadership asked: Leader asked: Leader asked: And so on. To learn how to use the data to speak, led to ask, Asked the leadership of fuzzy, under the vague answer to!
fourth element: ----- on professional managers relative to non-professional occupations, and good at something!
pharmaceutical industry nearly 30 years with the pharmaceutical market, the process of training a large number of professional managers, because the process of this occupation is a necessary factor in business competition intensified. Pharmaceutical companies, whether strategic or tactical implementation of the formulation, human resources are a critical link. Most pharmaceutical companies believe that their talents situation is: lack of pharmaceutical industry professionals; strokes do not come, unable to retain capable people, do not know how to attract talent; sales experience, skills lacking; work skill can not adapt to the present management; no elite-level marketing talent, do not know what kind of talent necessary to introduce; know that training, but do not know what the content of the training; marketing staff career planning does not only know money. All of these phenomena, the key is business, In fact, not the best talent, only for the talent, expertise is relative to the non-professional purposes. In the pharmaceutical marketing, sales of prescription drugs based mainly in hospitals, professional medical representatives of the pharmacy terminal management and advertising promotions that non-professionals; otc pharmacy sales sales representative based on the promotion of academic hospitals, clinical visit is non-professional professionals; the third terminal of the sales staff to manage the dealers, distributors, logistics providers based, micro-terminal for the marketing management is non-professionals. Enterprises according to their type of business, marketing models, product structure, management team to build their own professional skills, do not copy other companies so-called good management experience. Establishment and use of talents to create the mechanism of talents. Training is the principal means to build talent. In reality, the pharmaceutical companies have a complete training department personnel are few. In order to cultivate outstanding employees, many companies are carrying out training, but the effect is not obvious. The reason is companies do not have to establish training system, the training requirements are not clear. My training philosophy is: Appropriate course content, instructor qualifications for the background, teaching methods appropriate for the timing of the training for the appropriate object of the foundation is to ensure training effectiveness.
fifth elements: passion, action on ---- no
pharmaceutical enterprises in China do not yet rise to the level of quality and marketing management. Did not do better refined, full of passion as long as you do on the line. China's pharmaceutical industry can do is lay the enterprise started, and neither understand medicine, nor is it to understand the drug! But from an outsider's point of view by what? Does not depend on ability, but by passion. Therefore, we say that the beginning of reform and opening up are making money when the sea lay the industry because the industry needs passion. How can medical people, why are we sad today under the New Deal? Is because the original too comfortable, 30% of the net profit, 70%, 80% gross margin, too comfortable, a little bit uncomfortable to change very, very uncomfortable. Some medical people think that drugs do not make 200,000 a year to feel shame, do not know can not recall the year earned 10 million, 8 million, often done by passion, not the results also made it? A few days ago the East Ejiao training staff, many employees are new graduates, and they do not know what drug is windfall profits, and everyone's passion in action, the difficulties in overcoming fear, I was very moved. Also come to a point: no Pharmaceutical companies only continuous action to solve the problem through the passion of the enterprises to progress: What is the I always like entrepreneurs and professional managers to explore this concept, I understand that: First: the problem is meant to solve the problem, the problem can not solve the problem is not called. For example: national price adjustment, price adjustment policy issue is that we can solve it? Can not. Then do not take the price adjustment that matter, the positive response, and find ways to pay close attention to adaptation. Second: The problem is for? The problem is to overcome, not used for reporting, nor is it used for discussion of the! Like many business leaders to discuss issues in the office, looking for ways to find ideas, the last is not overcome, in fact, the problem is to overcome. Business growth is to overcome the problem of how many, how much to solve the problem, not how much the discussion! Reported the number of problem! Guarantee business success is a passionate team work, a professional team able to do the right thing!
sixth elements: ---- with a clear business strategy on the
This is my research in recent years, the competitiveness of the pharmaceutical companies billions of dollars pharmaceutical companies ----As to the action! Enterprises in order to
Second: the sale of billions of dollars to complete the business objectives, enterprises can not be a single product, the strategic region, the overall sales on the billions of dollars, the competition in the future is difficult to survive; if the year 2010, when there are only 60 million sales, it is not known enterprises. Pharmaceutical companies in China today, Dayton did not eat that next meal is not called to live, it is to survive and forth, then do not call my life.
Third: With billions of dollars strategies, will effectively integrate resources, Lilian team, breakthrough, or lost business and could not find hair strength points! A no strategy, no culture, no corporate agenda, it is mob, it is impossible to lay the final market and sales. Any successful, there must be a unique strategy, not just opportunities, not just the opportunity
VII elements: a good product on the products ----- born is the !
more business, not your company's products less, but too much. Reading from a marketing point of view I look at what is a good product: first, the product is a noble birth, so that product speaks for itself. Second,UGG bailey button, plan out a good product. For example: Japan's car is out of business done, really very economic, very fuel efficient, very comfortable. Germany's car is made out of technical staff, the engine is bad, not bad big shelf chassis. In the marketing aspect of our drugs, the product is out of business done is not done out of technical staff.
Third, a good product is made out of marketing is to sell out. No matter how good the product is not up to the sales to nothing. Most pharmaceutical companies more products, structural disorder, few products can be profitable. Poor product management, sales of products with high profitability is poor, a good product profitability, sales volume is not high. Many companies see other manufacturers to sell products, to 依葫芦画瓢 blindly follow sales volume more than to win, behind closed doors in the development, quick success of plagiarism, in fact, products from ready to go through careful planning, do not stop shooting forehead stage, to do assessments of new products to market research, product positioning, packaging design, product strategy, market programs, action plans, etc., do not fight the battle without preparation. I do help companies in recent years the process of consultation to help a large number of pharmaceutical companies develop a A large number of pharmaceutical companies to really find their own Taurus products and star products! Many employers surprise: the original business of gold are buried in the sand inside! Product positioning, we should apply the principle of concentration. Good product has a clear role: consumer groups, attending functions, symptoms and other effects can not be general emphasis on the natural properties of drugs. For example Miconazole, Miconazole and other components. However, a clear positioning, brand-name products for treating athlete's foot. A lot of similar ingredients but the positioning of general medicine in the skin, so that consumers incomprehensible, is naturally out of the market competitiveness. Pharmaceutical Packaging is equally important, good product packaging companies will be able to reflect the sense of the value of products. The same material, but ordinary business of the product packaging looks a little The price of drugs is not the cheaper the better, it should address the acceptance of patients and similar products, price range, product marketing strategy with the national regulation of prices within the appropriate pricing. For different groups, taste and formulation is important, although children's market breakthrough. Calcium gluconate is the oral dosage form as easy to take in the children's market leading the way. In order to meet some women with diabetes and patients Papan, Jiuzhitang introduced sugarless gum donkey blood products.
VIII elements: customer on the customer management ---- not for negotiation, but to move it!
cooperation from the customer is concerned, the effectiveness of management, integration of the leaders. In fact, a company can have many billions of key customers? As the saying goes: do not panic people on hand! As long as there are two or three entrepreneurs to hand ten key business customers, the commercial channels have been no problem. Not to commercial customers as your enemy, and negotiating, he is the pharmaceutical industry friends, partners, and with our mind and attitude of medical entrepreneurs to the sincere face, in good faith can move everything! We can no funds, you can not force, but not without attitude. The direct effect of pharmaceutical business customers are used to help pharmaceutical companies make money, this is appearance, in fact, deeper truth is: the customer is used to moving
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