Over-marketing of medicine, sadness in ending

Speaking of SanJian Pharmaceutical's unsatisfactory quality of operations, financial data may be one of the most convincing arguments. The company’s performance in recent years, performance growth, and decline in ROE are all disclosed. Bad information: Sankyo Pharmaceutical is declining. In 2013, problems with Sanjing Pharmaceuticals broke out.

If the product positioning is not clear and the lack of R&D capability is an important obstacle to the advancement of Sankyo Pharmaceutical, over-marketing is the most important reason for the lack of business back-end of Sankyo Pharmaceutical.

Shi Lichen, head of the Beijing Dingchen Pharmaceutical Management Consulting Center, spent more than 10 years in pharmaceutical marketing before doing medical management consulting. He started from first-line pharmaceutical representatives and experienced several representatives of pharmaceutical marketing. After the initial management consultation, he was mainly engaged in pharmaceuticals. Marketing management consulting began to shift to corporate strategy, human resources, marketing, and product line planning several years later, because I discovered that the root cause of many companies’ unsatisfactory operating results was not marketing, but rather management level. Emphasis on and focus on marketing, too much investment in the marketing system, the final outcome is not good, and determine the fundamental factors of the success of marketing: the direction of the company's development, business unit positioning, product line planning, human resources, corporate culture, if missing The final outcome of marketing is to gradually take a downward path and it cannot be avoided.

The root causes of marketing success are: correct strategic planning, correct corporate positioning, correct product line layout and planning, correct human resource orientation, correct corporate business culture orientation and correct marketing system construction.

Jiuzhitang is also an example of over-marketing, which does not attach importance to the fundamentals of marketing. After many years of development, Jiuzhitang has not undergone much change in its product lines. Liuwei Dihuang Wan and Lianjiao Buxue Granules have become the invariable varieties of Jiuzhitang for 20 years. As a result, Jiuzhitang's marketing has been sluggish for the rest of the year.

After my own transformation, the vision of the company's business problems has changed greatly. Since 2012, I have started to provide system solutions for pharmaceutical companies, rather than excessive attention to marketing. As a result, operating performance has continued to increase. .

Chinese pharmaceutical companies may have some lack of marketing, but it must be remembered that if only excessive attention to marketing, resources, capabilities and concerns are in marketing, will be blind to see the forest.

Pharmaceutical companies over-marketing, to solve a certain sad reminder, such a lot of business cases.