Such as innovative medical devices, medical devices with fewer manufacturers (usually within 5), individually priced, differentially priced or high-quality and high-priced medical devices, or other medical devices with sufficient reasons to differentiate from similar products in bidding of medical devices, or products with less than 5 competitors after grouping according to the bidding rules of most provinces.
Such products are also the mainstream of the domestic medical device sales market, occupying the largest market share. In the refined investment promotion of such medical devices, special attention should be paid to complying with 3 principles and 5 key points.
Follow three principles
● The first is tailoring: there are huge differences between enterprises and products, and there is no one standardized model that can be applied everywhere. Therefore, enterprises should formulate a plan suitable for their own refined investment promotion according to their own current situation and product characteristics, and cannot copy the so-called successful experience.
● The second is to do what we can: Even investment promotion sales have considerable technical content, and the construction of a strong investment promotion team requires appropriate investment. Therefore, in the construction of the sales force for investment promotion, the enterprise should make appropriate investment according to its own situation to meet the needs of the enterprise.
● The third is to measure time and effort: Enterprises should pay attention to the current situation and changes in the national medical and health-related policies and policies, and make corresponding adjustments in a timely and targeted manner based on the actual situation of the enterprise.
Grasp the five key points
1. Time point: Refinement of investment promotion requires enterprises to have a precise grasp of the time period and key time points during the implementation process. Time period refers to the agreed distribution period, the development period of a terminal, the period of mass production of a terminal, etc.; time point Including bidding quotation time, bid opening time, point delivery time, hospital submission time of product materials, etc. Enterprise investment personnel should grasp the above time periods and time points in a timely and accurate manner.
2. Team: The refined investment promotion puts forward extremely high requirements on the sales team, and the entire investment promotion process needs the sales staff to implement and implement. Therefore, the construction of an enterprise's investment promotion team is the key to the success or failure of the implementation of refined investment promotion, and it is the top priority of the enterprise's work.
3. Customers: There are a large number of customers and they vary widely. Enterprises must find the most suitable product customers to cooperate with, so as to achieve a win-win situation and avoid all kinds of unpleasantness that may occur.
4. Terminal: The refined investment promotion model is based on the terminal as the core and focus. Therefore, enterprise investment personnel should keep an eye on the terminal at all times, implement the development and quantity of the terminal, and give corresponding countermeasures according to the change of the terminal.
5. Sales volume: On the premise that the company sticks to its own price bottom line, the achievement of the company's sales target is achieved by the increase in sales volume. Therefore, companies should always pay attention to sales, understand the underlying reasons behind sales changes in a timely manner, and implement corresponding measures.