Original Minai release
Highlights
In recent years, the retail pharmacy market has gradually moved towards high-quality development under the promotion of policies, and at the same time put forward higher requirements for compliance operations, refined management, professional services and other aspects. On the afternoon of June 27, the 2024 Misi Conference was exciting, and at the New Development Forum of Pharmaceutical Retail Specialization, a number of industry leaders from all over the country shared their views and thoughts to jointly explore new strategies for incremental profitability of pharmacies.
The meeting was presided over by Ma Gang, deputy general manager of the marketing center of Tianjin Lisheng Pharmaceutical Co., Ltd. and general manager of Sanyu Pharmacy Tianjin Co., Ltd., he said that the pharmaceutical retail industry is in an era of rapid change, in order to face the opportunities and challenges in this context more calmly, the big coffee from both sides of the supply and zero sides gathered here to share industry insights, exchange practical experience, and jointly promote the professional development of the pharmaceutical retail industry.
Before the start of the meeting, the Pharmacy Management Committee of the China Medical Education Association kicked off the theme report forum with a special activity - the flag awarding ceremony of the Lei Feng Volunteer Service Detachment of "Experts Go to the Grassroots - Volunteer Service". The ceremony implies that the "Lei Feng Spirit" of serving the people wholeheartedly will never go out of style, and we will inherit and carry forward the "Lei Feng Spirit" from generation to generation, so that it will become a glorious banner that will not fall.
"Experts go to the grassroots level - volunteer service" Lei Feng volunteer service detachment flag awarding ceremony
Create specialization and build a new pattern of pharmaceutical retail development
"Specialization" is an indispensable part of retail pharmacies, how to build a professional system? How to help stores increase customer flow and activate new and old customer flow? How to deal with the trend of medical insurance policy of chain pharmacies?
With the increase in the number of retail pharmacies in the country, the average customer flow of stores has decreased, and the development of pharmacies has entered the era of stock. How to amplify the stock advantage of pharmacy members is an urgent problem for chains. In this regard, Yi Jun, chairman of Hunan Luchen Education Holding Group Co., Ltd., gave a problem-solving idea. Doing a good job in serving patients with chronic diseases and giving full play to the role of chronic disease varieties in increasing sales, contributing to gross profit and driving the customer flow of high-value users is a new opportunity for the growth of pharmacies under the future trend. How? Yi Jun said that the essence of chronic disease management is to do a good job in the service of gold customers, which can be started from the following five aspects: first, the cultivation of professional skills, including professional knowledge and professional skills; the second is to do a good job in long-term chronic disease reception, especially file management and long-term care services; the third is the transformation path, that is, the whole chain maintenance from the market service path to the talent training path to the operation landing path; Fourth, deepen the thinking of chronic disease management, such as long-term care thinking, customer health first thinking, etc.; Fifth, it is necessary to consolidate the management of chronic disease projects, involving routine reception, health education, archiving, return visits, invitations, etc.
Zou Kanglu, President of Chengdu Pharmaceutical Chamber of Commerce and Chairman of Sichuan Derentang Pharmaceutical Chain Co., Ltd., pointed out in his keynote speech on "Medical Insurance Policy Trends and Strategies of Retail Pharmacies" that the current trend of medical insurance policy is to reduce the available amount of personal accounts, the coverage of outpatient co-ordination dual-channel fixed-point qualifications is not wide, and stricter supervision is the general trend. The strategy of retail pharmacies is, first, to establish compliance awareness and bottom-line thinking; Second, medical insurance is not a profit channel for pharmacies, but a means and tool for drainage; Third, the industry actively promotes the implementation of prescriptions for Internet hospitals; Fourth, pharmacies should be professionalized and diversified to reduce their dependence on medical insurance and policies.
Affected by the macroeconomic environment and various factors, the problem of declining passenger flow is particularly prominent at this stage. Declining customer traffic is the new normal, how can retail pharmacies break through the dilemma and find a way to break through? Zhang Yang, marketing manager of Qingdao Guofeng Pharmaceutical Co., Ltd. of Shanghai Pharmaceutical Group, believes that personalized customer service and professional disease management are the new trends in the transformation of the pharmaceutical retail industry, and anemia as one of the comorbidities, especially in the return of a large number of patients with chronic diseases to public medical institutions, anemia can be used as the first choice of simple varieties for chain pharmacies. For example, Hongyuanda has applied the "Sanqi" management system in the treatment of anemia in the retail field, which can effectively reduce the incidence of anemia in retail terminal patients by introducing clinical thinking in anemia treatment, from the awareness rate to the treatment course rate, and the quantification of disease management to each stage, thereby improving patient trust and stabilizing the flow of residents. In addition, Hongyuanda not only provides a special disease management model for the pharmaceutical retail industry, cultivates professional management personnel, but also provides an important reference for the management and marketing model construction of other chronic diseases.
With the in-depth development of the pharmaceutical industry, retail pharmacies have ushered in new growth opportunities, especially in the patient-centered service model, retail pharmacies are one of the most extensive and convenient ways for patients to obtain industrial products, and they are also an important place for patients to achieve long-term disease management. So, what are the key factors driving the growth of pharmacy traffic? Ye Dong, general manager of the OTC business department of Good Doctor Group, emphasized two points: first, by empowering chain pharmacies and integrating the education system of stores, incubating professional service models, breaking through the professional bottleneck of chain service patients, so that more patients can benefit; Second, based on the out-of-hospital needs of pharmacies and patients, it brings new ideas to empower out-of-hospital physicians, and also makes a benchmark demonstration for the business cooperation model of professional diseases between the two sides inside and outside the hospital. In addition, Good Doctor Group has joined hands with industrial enterprises and retail pharmacies to launch the "Traditional Chinese Medicine Pilot Program" to focus on joint and bone pain, and enhance customer stickiness and increase customer flow in retail stores through experiential sales methods such as public welfare trial stickers.
Chao Qianfei, chairman of Suzhou Fei Power Network Technology Co., Ltd., shared the theme of "Pharmacy Profit Strategy under the Trend of Overall Planning", and said that the medical insurance reform trend such as the cancellation of residents' personal accounts, the classification of medical insurance pharmacies, the cancellation of general outpatient clinics in tertiary hospitals, and the transfer of patients to primary medical care has been steadily promoted. Co-ordinate pharmacies should do three things, one is to undertake the outflow of prescriptions from medical institutions, the second is to carry out specialized combination drugs, and the third is to carry out professional disease management. In addition, it is necessary to reconstruct the category structure based on the overall planning, which is subdivided according to the type of disease, and the overall category and variety structure are configured; Non-co-ordinated categories are subdivided according to disease types, and non-co-ordinated categories are allocated and diversified categories are added. Chao Qianfei pointed out that in order to improve the sales ability based on specialization in three aspects: combining and increasing efficiency, exploring demand, and alleviating drug side effects, pharmacies need to do professional disease management (disease marketing), that is, to provide health solutions according to the symptoms, and the initial stage of the disease process is to delay the time from the initial stage to the middle stage and delay the arrival of complications; The middle stage of the disease is the time from the middle stage to the end stage, delaying or reducing complications; The end of the disease is to help customers live longer and have a better quality of life. However, how to deal with the decline in customer flow in pharmacies, Chao Qianfei said that it is necessary to cooperate with the brand industry of the Youdi push team to help stores attract traffic through free tasting, trial, free testing and other methods.
Under the dual background of the decline in the flow of pharmacies and the improvement of national health awareness, it is urgent for pharmacies to update their customer flow marketing methods and find an advanced path to retain customers. In the face of the current predicament, Yin Dongyu, general counsel of Chemsil Management Consulting, shared the theme report of "Incremental Advance Strategy for Pharmacy Retention: How to Bring Huge Dividends to Pharmacies", he pointed out that the transformation and upgrading of pharmacies should focus on establishing leading advantages in line with future trends, such as: improving service specialization, starting from enhancing the professional service ability of store staff for common diseases, improving the learning effectiveness of employees with evaluation and incentive mechanisms, and carrying out disease management of chronic disease groups through intelligent solutions, so as to increase customer value; Empower marketing digitalization and apply it to digital precision marketing of key products, accurate early screening of chronic disease populations, control of key disease indicators, continuous medication process management and other fields to further tap potential demand.
Concentrate on the new and make specialization a pharmacy productivity
In recent years, under the trend of stricter supervision outside hospitals and increased transparency of drug prices, the concentration of the pharmacy industry will accelerate, and specialization is expected to become the key to success. During this forum, a number of industrial and chain leaders had a heated discussion on the theme of "how to make specialization become a pharmacy productivity". The forum was presided over by Wei Xuejian, head of Wanze Shuangqi Medical Academic Center.
Yang Yan, general manager of Chengdu Kelun Pharmacy Chain Co., Ltd., said that with the intensification of "involution" in the retail pharmacy industry, specialization has become an inevitable requirement for development. With the development and growth of online pharmacies, while the operation of physical pharmacies has brought an impact, consumer demand is also increasing, which can no longer meet the single demand for drug purchases, and physical pharmacies should provide consumers with diversified health solutions, so as to enhance customer loyalty, and these need to be achieved through specialization.
Yi Yun, chairman of Ganzhou Changshengda Pharmacy Chain Co., Ltd., said that how to make specialization become pharmacy productivity is a big topic, on the one hand, the industry "involution" to engage in promotion, professional is the foundation, promotion is the standard, promotion is effective, but with more will fail, to take more professional road, appropriate use of promotional means. Specialization is a number one project, to have a combination of internal and external, internal is the change of the assessment mechanism, external is to link with customers, only adhere to the road of specialization, in order to stand out in the fierce industry competition.
Liu Min, general manager of Hunan Nuozhou Pharmacy Chain Co., Ltd., said that at present, the specialization of pharmacies is fragmented, there is no system, employees are afraid of learning and difficulties, and the performance of the store manager is not obvious, and the competition incentive mechanism is not clear. To make specialization a pharmacy productivity needs a "troika", one is professional construction, the second is team building, and the third is classroom construction, and the overall service quality can be improved through professional system construction and performance appraisal reform, so as to increase the repurchase rate and viscosity of customers.
Wu Xudong, general manager of the business and retail division of Shandong Dyne Marine Biopharmaceutical Co., Ltd., said that if the focus of the assessment of chain pharmacies deviates, the pursuit of high gross profit and ignores specialization, it is often a stick deal. At a time when the "involution" of the industry is serious, it is necessary to take specialization as the core of attracting customers and drainage, and create a differentiated development path from the perspective of consumer demand.
Ma Gang, deputy general manager of the marketing center of Tianjin Lisheng Pharmaceutical Co., Ltd. and general manager of Sanyu Pharmacy Tianjin Co., Ltd., said that the blind pursuit of high gross profit will definitely hurt customers, and if you don't change the assessment, it will hurt customers. The professional ability of the clerk needs to be improved, who can improve well will live better, so that specialization becomes a productivity is not only the need of pharmacies, but also the need of industrial enterprises, industry and commerce work together to make progress, in order to move towards a win-win situation.
Jin Huaiyun, deputy general manager of Guangshengyuan Traditional Chinese Medicine Co., Ltd., said that the importance of specialization in today's is undoubted, and the unmet demand is very large, the easy things have basically been done, and the rest is to do the difficult things and the right things.