With the increasing proportion of medical insurance payment, the continuous expansion of national centralized procurement, the continuous promotion of outpatient co-ordination and other diversified measures, the reform of the policy environment and the weak market economy after the epidemic are superimposed, and the pharmaceutical retail industry in mainland China is facing unprecedented business challenges and huge market pressure. However, the CPI price index for conventional consumer goods rose for the first time in March 2024 after a multi-month decline, indicating that large consumption is recovering.
In the face of such opportunities and challenges, pharmaceutical retailers are seeking a way to break through. Pharmaceutical retail ushered in a new era, and Hengrui Pharmaceutical's zero-supply strategy was born to comprehensively lay out the market and empower channels at full speed. On April 11, the 2024 "Stellar Salon" Regional Cooperation Forum for Key Customers and the National Launch Ceremony of Hengrui Ivy League Growth Plan were held in Zhengzhou, Henan Province.
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Expand the territory and create a new era of retail
At the Stellar Salon, Zhao Hui, head of the retail line of Hengrui Pharmaceutical's comprehensive business division, introduced Hengrui Pharmaceutical's retail strategy in 2024. She said that Hengrui Pharmaceutical will deepen the layout of the retail market from the strategic level in 2024, with general drugs for chronic diseases as the cornerstone and new drugs and special drugs as the growth engine, so as to achieve the layout characteristics of full products, multiple channels and wide coverage, and comprehensively improve the retail growth rate of prescription drugs.
In addition, in order to fully empower the whole ecological strategic partners outside the hospital, Hengrui Pharmaceutical has also made a continuous layout from the following aspects: first, the retail layout of the whole product portfolio and the whole life cycle, and the accelerated growth of general medicine, special medicine and special medical products; second, to explore innovative coverage models, focus on the head chain, and leverage the in-depth coverage of partners to improve accessibility; third, to empower diversified offline models, integrate DTP, develop e-commerce and standardize commercial investment.
Zhao Hui, head of the retail line of Hengrui Pharmaceutical Comprehensive Division
Subsequently, the brand marketing manager of Hengrui Pharmaceutical's retail line introduced Hengrui Pharmaceutical's R&D pipeline and key new retail products in 2024, empowering channels from the perspective of products, strengthening the core competitiveness of retail channel products, and building a patient-centered whole-course management ecology. Relying on strong R&D and product strength, Hengrui has built three major retail brand strategies, and has carried out all-round cooperation with leading chain pharmacies to meet the unmet health needs of patients.
Zhang Jia, manager of the channel marketing department of Hengrui Pharmaceutical's retail line, said that in addition to the rich product system, Hengrui Pharmaceutical's market activities will focus on the professional empowerment of chains and key traffic brand cooperation to provide a complete set of service solutions for chains and patients. Based on this, in 2024, Hengrui Pharmaceutical will launch three key projects: the 2024 Ivy League Growth Plan will be used as a professional education activity to consolidate the foundation of pharmacist services, and then the "Hengjiu" Health Paradise Club • Hengrui Pharmaceutical Public Welfare and Health Tour will be used as a drainage project to ensure the source of channel customers, and finally the "Perseverance Protection, Chronic Disease Worry-free" patient management project will strengthen DOT management and enhance customer stickiness. The three key projects form a closed loop and empower retail strategic partners in multiple dimensions.
On the day of the meeting, the kick-off meeting of the 2024 Hengrui Ivy League Growth Plan and the National Chain Pharmacy Rational Drug Use Professional Training Project was grandly held. A number of domestic mainstream chain leaders unanimously opened the project.
Hengrui Ivy League Growth Plan - National Chain Pharmacy Rational Drug Use Professional Talent Training is a project launched by Hengrui Pharmaceutical and Zhongkang First Pharmacy Management Park to empower the majority of chains from 2023 onwards to address the pain points in the chronic disease management of chain pharmacies, aiming to cultivate a group of rational drug use professionals who meet the needs of the industry. After the optimization and upgrading, the Hengrui Ivy League Growth Plan will convey the concept of rational drug use to chain store staff through systematic courses, improve the professional service ability of pharmacies, and help store staff improve their personal professional quality and image, thereby improving the professional service ability of patients.
2024 Hengrui Ivy League Growth Plan - The first special training site for rational drug use professionals in national chain pharmacies
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The "Stellar Salon" round table will discuss ways to break the situation
On the afternoon of the kick-off meeting, the venue also opened a wonderful salon with the theme of "[Trend and Value] to Respond to the New Cycle of Retail Pharmacy Development, How Can Chain Pharmacies and Industrial Enterprises Create Value and Break Through the Situation in the Industry Involution?". After the disappearance of the Internet traffic dividend, the concentration of traffic platforms is too high, and the cost of customer acquisition has risen again, how can chain pharmacies and industrial enterprises create value and break through the situation in the industry?
Yang Weikuan, general manager of Shanghai Hua's Pharmacy Nantong Chain Co., Ltd., believes that it is necessary to drain through prescription hospitals through chronic disease management, professional services, commodity management, etc. Xu Yucui, deputy general manager of Shandong Xinhongren Pharmaceutical Chain Co., Ltd., also believes that what pharmacies should do in the future is to focus on customer health and do a good job in the whole life cycle management of customers.
Guo Zhenwei, retail line director of Hengrui Pharmaceutical's comprehensive business department, said that as a leading innovative pharmaceutical company in China, Hengrui's 23-year retail growth engine comes from innovative products, and Hengrui has a very rich hospital pipeline, and how to reach patients outside the hospital is one of the keys. In 24 years, Hengrui will carry out medical zero interaction, hospital-side stores, DTP projects, etc., and find a steady stream of patients through the cooperation between retail and hospitals. At the same time, Hengrui is very optimistic about the retail channel, and will continue to lay out in 24 years, and attach importance to cooperating with leading chain customers to find a way to break the situation.
At present, we are in an era full of changes, market competition is becoming increasingly intensified, many chain pharmacies are facing a decline in customer flow, sluggish revenue growth, and a decline in gross profit margin. For the brand industry, only by continuously empowering chain pharmacies, improving the professional ability of pharmacists, fundamentally solving the problem of customer flow, creating new value, and giving new momentum can we find opportunities to achieve a win-win situation in the changes.
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