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Ms. Zhou is the senior sales executive of a large listed pharmaceutical company in China. She leads several medical representatives in some areas of a municipality directly under the central government, and she personally manages the sales of the three “super†top three hospitals. The antibiotic TB sold by Ms. Zhou has been ranked in the hospital's drug amount for more than a year. However, TB has never been stopped by the hospital, and has never been warned by the hospital. It is not uninvestigated, but it is impossible to investigate! Invoking the director of the Pharmacy Department: "Even if TB is used more, I can't stop taking it because almost all the doctors who prescribe antibiotics have used the drug. The prescription is relatively balanced, which means that the drug is a hospital clinical work. What is really needed."
Has sales been so successful, does Ms. Zhou have “with gold� Six years ago, in the early days of drug admission, due to homogenization competition, Ms. Zhou, who had no special advantage, did not “carry gold†and was equal to one dead end. After a few years of struggle, Ms. Zhou finally got rid of the “golden†sales in the usual sense. In addition to her hard work, her path of success is characterized by the following two points:
1. Treat everyone equally. In the eyes of Ms. Zhou, there is a current VIP, and there is a future VIP. The souvenirs brought from home will be distributed to the young doctor who has just graduated. She thinks that there are a lot of people giving gifts to the "big directors". I don't miss this one, but these doctors don't care, and give them more attention today, they will remember me! As a result, these "small doctors" have become the buddies of Ms. Zhou after they have grown into "big doctors". They almost regarded Ms. Zhou as a member of the hospital. Ms. Zhou also bought some gifts from time to time to thank them, but never linked this kind of gratitude to the prescription.
2. Participate in high-level politics. Ms. Zhou gradually established good relations with the hospital leadership, party secretary and other hospital leadership. She was hired as a pharmaceutical consultant by the hospital, joined the democratic party of the hospital, attended some important meetings of the hospital, and officially became a member of the hospital. Since Ms. Zhou’s sales are no longer paying back the rebates, I have spare money to sponsor. Her sponsorship features are: no sponsorship, a sponsorship "never merciless"; low-key, never speak many words. The work of the hospital leadership has also brought a lot of convenience, and she is grateful to Ms. Zhou, which makes it unnecessary for her to bribe the leadership. She also gives gifts, but because the amount is not large, it is always within the scope of the law.
Ms. Zhou’s sales case is difficult to replicate, but it still gives us some inspiration: in the case of the big environment and the entire company’s sales system, the sales staff can still achieve “no gold†sales by relying on personal efforts.
Pharmaceutical marketing is not "with gold": it is a piece of hospital
It is a real case to make medicine and make a member of the hospital. It will be ridiculous to change from Party B to Party A. However, this is a real case.