With the change of national pharmaceutical policy，OTC market constantly heating，Market competition is more intense。How to change ideas in the new situation to do OTC marketing，is a question that current practitioners must consider。Traditional OTC marketing ideas is nothing more than market research、Plan planning with the terminal means，But it is not enough to do these now，More new changes in the future OTC market in advance，Conform to the trend，can OTC marketing really get out of the trough，Welcome to new success。

 

  Today's OTC market and policy environment has changed as follows:

 

  1. Hospital prescription medicine management gradually let go，Prescription outflow brings business opportunities for pharmacy operations。2. Restricted the use of antibiotics，Strictly sell with prescription，Witty to the pharmacy to bring the shackle。3. Pharmacy pattern appears bipolar differentiation，Increased concentration，Dalong -locking horse circles，The scale is getting larger and larger，Discourse stake online sports bettinghas increased。4. Online e -commerce will be one after another，Although development is confusing，But the total trend is bound to differentiate physical pharmacies，OTC customers appear new subject。5. The threshold of the chain pharmacy is raised，The conditions of cooperation are getting more harsh。6. The brand effect of the oTC drug weakened，Advertising、The effect of traditional activities such as gifts is weakened。7. Manufacturers in the past production prescription drugs have also begun to turn to OTC drug production，Competition intensified。

 

  OTC manufacturers must correctly estimate difficulties，Full of effort from the following aspects:

 

  1. Based on long -term and orderly expansion

 

  OTC market cannot be achieved overnight，Based on long -term，There must be hierarchical expansion，To step by step。First determine the key provinces and cities，Establish a model market。Find out market characteristics，Based on the preliminary success，Copy with a point belt，Development step by step。Especially new market，Can't invest blindly，Quick expansion。This principle is also applicable to the operation of the new product investment existing market。

 

  OTC pharmaceutical companies need to find their own business advantages、Product market positioning。Especially in the current domestic medical reform policy frequently、Under the background of slowing down the growth rate of the pharmaceutical industry，The industry generally does not know what to do，OTC companies are even more confused。Some OTC pharmaceutical companies are anxious to achieve achievement，Frequency of defeat，Enter the more busy and more chaotic、The more chaotic and wrong, the vicious cycle。

 

  2. The means often become new

 

  In the sales operation of OTC，Promotion is the most important、Most complex、One part of the most needed skills。It's like a football of football，The ball is stake betting appplayed again，If this foot fails to kick the ball into the goal, it is equivalent to useless。This kick is good or bad，Not only does the relationship sales size，Also relationship sales，From the long run，It is more related to the development and consolidation of the market。

 

  So，OTC promotion is far simpler than general commercial promotion、Buying gifts is more complicated、higher and clever。Whether it is a gift service promotion for the patient，Or ordering promotion for end customers，or promotions for commercial paving，All must be often changed according to the situation，immediate shadow。Promotion methods should be rigorous and thorough，We must have sufficient market research and market analysis，To combine market characteristics with product characteristics，Some targeted，No virtual hair。

 

  3, the product clarifies the main and secondary

 

  OTC products must be suitable for selling in pharmacies and clinics，And it is best，But this is another category)。

 

  Many companies blindly and optimize that their products are unique，Of course, it will be sold in the terminal best，Make a marketing solution in the closed door car manufacturing，Optimistic waiting for product supply，Most of the things and wishes violate，It needs to be attracted to the commandment。

 

  Enterprises must divide OTC products into the main and second，That is the actual sales of the terminal outlet，Divide many of its products into A、B、C three categories。Class A product market capacity is large、The market is generally recognized and has characteristics，1 to 3 varieties can be planned first。Class B product market recognition，But there are many competing products，Fierce market competition。Class C varieties are not large、Low recognition。

 

  The conventional approach is，First use a small part of Class A special product to drive category B products，and other corporate varieties、Personal team、After the stake sports betting appmarket maturity is increased，Class C varieties。With the market advance inspection，Constantly improving sales model，Add another round of more varieties，Finally determine the core variety。

 

  It is worth mentioning that it is，In actual operation，A、B、C of the three types of three types of three types of three types often starts to be large，But after a period of time, there will be changes in sales，Even reversing。This leads the next topic & mdash; & mdash;

 

  4, the new product continues the market

 

  Market sales or consumption habits often change，Can't divide ABC varieties without change，At the same time, pay attention to supplementing new products。Because according to market development rules，Each product is after the introduction period，There will be a relatively stable mature period，Good to enter the Taurus period，In the end, it will enter the fatigue period and recession period。

 

  If there is no new product，Enterprises will enter the dangerous period that is not connected in Qinghuang。What's more terrible is，The terminal will add new products to the market demand，Find other products to replace。

 

  Pharmaceutical companies can adopt multiple OTC business department models，It is a good choice with product type or regional division。Between the business division to form a benign internal competition effect，Also supplement support、Form the scale effect，Drive the national market。

 

  5. Planning Team Vision

 

  Team building is the top priority of OTC marketing。Cultivate their own marketers should have a long -term plan。But，Some OTC pharmaceutical companies have increased sales for short -term，Often find mature agents or individuals all over the country。

 

  Some pharmaceutical companies do not work hard to cultivate their sales talents，Instead, I can do everything possible to dig out the outstanding talents of other pharmaceutical companies，This is a short stake online sports betting-sighted behavior，It may lead to decline in market performance due to personal resignation。

 

  So，The key task of OTC is to form the basic team。A mature OTC team should have a professional person who is willing to grow with the enterprise for a long time as a manager，can it be stable and sustainable。There must be a region manager who has worked for many years、Provincial and district managers and a considerable part of the salesperson for many years。This can consolidate market foundations，Step by step to make the Dynamic Marketing Law continuously carried out，Entering the mature sales period，Cultivate terminal customers，Establish a brand，The road to the long -term development of OTC。