药企营销转型要善于挖掘新商业机会

2017-08-22 医药史立臣 MedSci原创

时间久了,一个行业就会形成一定的思维惯性。医药企业也一样,很多医药企业的领导层没有新的思维格局,认为新事物与自己的药企没太大关系,或者说目前没关系,就置之不理。

时间久了,一个行业就会形成一定的思维惯性。医药企业也一样,很多医药企业的领导层没有新的思维格局,认为新事物与自己的药企没太大关系,或者说目前没关系,就置之不理。比如药品结构,思维固化的传统制药企业决策层就会说:你看看我的几百个药品里面有没有能做大的产品,或者说你看看我这个产品怎么才能做到过亿。而有前瞻性全局观战略格局高的决策层就会说:你看看我们企业在哪方面能够构建优势产品群,从而形成长久的竞争力。或者说你觉得我们怎样为消费者提供更多的产品和专业服务,黏住消费者,尤其是慢性病消费者,从而获得更好的收益。或许为了提升自身的格局或者提升自身的领导水平,或者未来玩圈子交朋友聚人脉,很多药企的高层都参加了诸如长江商学院等EMBA课程班。但是没有深刻的思考,短期的课程学习是难以改变固有的思维路径的。如果要形成新的药企经营思维,首先要从医药行业直线式价值链中把思维解放出来,把经营思维从直线式向平台式或者网络式转变。未来由于公立医疗机构药占比的强制推行,单纯依靠公立医疗机构形成庞大的销售规模难度越来越大,尤其是招标和二次议价的持续推行,想从医保支付的公立医疗机构获得更高的价格和更高的利润成为奢望。由于

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  1. [GetPortalCommentsPageByObjectIdResponse(id=1771751, encodeId=6d7e1e7175174, content=<a href='/topic/show?id=62754005931' target=_blank style='color:#2F92EE;'>#商业#</a>, beContent=null, objectType=article, channel=null, level=null, likeNumber=32, replyNumber=0, topicName=null, topicId=null, topicList=[TopicDto(id=40059, encryptionId=62754005931, topicName=商业)], attachment=null, authenticateStatus=null, createdAvatar=null, createdBy=fd6238344589, createdName=zhangxingru, createdTime=Sat Jan 06 11:19:00 CST 2018, time=2018-01-06, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236216, encodeId=200423621624, content=学习了谢谢分享, beContent=null, objectType=article, channel=null, level=null, likeNumber=4, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/oLAjfB7s1ib06iaV3D9Tg5Kzuf9u71gZhPYMiajRtENwicoAABeQtfXOlic8ibhYSy6DvJZWUDVtjRvTfqBffr1XJ6JLtFB5kHicthl/0, createdBy=08bb2061153, createdName=189****7206, createdTime=Wed Aug 23 06:51:08 CST 2017, time=2017-08-23, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236091, encodeId=06df2360910b, content=学习了.谢谢., beContent=null, objectType=article, channel=null, level=null, likeNumber=56, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/xkvRjYnJzzRJ2R0y7VhicibvkjPWHjIMmu4ZpKnE9cWAu4lVicS3uDUCfF4M4JWvrkrYfpb2KehPV0Ee29tPqyPEebBUibiaKhnvD/0, createdBy=f8412001184, createdName=惠映实验室, createdTime=Tue Aug 22 18:32:27 CST 2017, time=2017-08-22, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236069, encodeId=efaa2360695b, content=学习了受益匪浅., beContent=null, objectType=article, channel=null, level=null, likeNumber=47, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/ajNVdqHZLLDicHg2ldsSNmib46PmdzpO7CQEmPjuULp1v45zPWwMYhrnXgvl3OtmUCZSQfgITWn96X9moL94nUGA/0, createdBy=28072041016, createdName=131****1460, createdTime=Tue Aug 22 17:39:05 CST 2017, time=2017-08-22, status=1, ipAttribution=)]
  2. [GetPortalCommentsPageByObjectIdResponse(id=1771751, encodeId=6d7e1e7175174, content=<a href='/topic/show?id=62754005931' target=_blank style='color:#2F92EE;'>#商业#</a>, beContent=null, objectType=article, channel=null, level=null, likeNumber=32, replyNumber=0, topicName=null, topicId=null, topicList=[TopicDto(id=40059, encryptionId=62754005931, topicName=商业)], attachment=null, authenticateStatus=null, createdAvatar=null, createdBy=fd6238344589, createdName=zhangxingru, createdTime=Sat Jan 06 11:19:00 CST 2018, time=2018-01-06, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236216, encodeId=200423621624, content=学习了谢谢分享, beContent=null, objectType=article, channel=null, level=null, likeNumber=4, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/oLAjfB7s1ib06iaV3D9Tg5Kzuf9u71gZhPYMiajRtENwicoAABeQtfXOlic8ibhYSy6DvJZWUDVtjRvTfqBffr1XJ6JLtFB5kHicthl/0, createdBy=08bb2061153, createdName=189****7206, createdTime=Wed Aug 23 06:51:08 CST 2017, time=2017-08-23, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236091, encodeId=06df2360910b, content=学习了.谢谢., beContent=null, objectType=article, channel=null, level=null, likeNumber=56, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/xkvRjYnJzzRJ2R0y7VhicibvkjPWHjIMmu4ZpKnE9cWAu4lVicS3uDUCfF4M4JWvrkrYfpb2KehPV0Ee29tPqyPEebBUibiaKhnvD/0, createdBy=f8412001184, createdName=惠映实验室, createdTime=Tue Aug 22 18:32:27 CST 2017, time=2017-08-22, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236069, encodeId=efaa2360695b, content=学习了受益匪浅., beContent=null, objectType=article, channel=null, level=null, likeNumber=47, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/ajNVdqHZLLDicHg2ldsSNmib46PmdzpO7CQEmPjuULp1v45zPWwMYhrnXgvl3OtmUCZSQfgITWn96X9moL94nUGA/0, createdBy=28072041016, createdName=131****1460, createdTime=Tue Aug 22 17:39:05 CST 2017, time=2017-08-22, status=1, ipAttribution=)]
    2017-08-23 189****7206

    学习了谢谢分享

    0

  3. [GetPortalCommentsPageByObjectIdResponse(id=1771751, encodeId=6d7e1e7175174, content=<a href='/topic/show?id=62754005931' target=_blank style='color:#2F92EE;'>#商业#</a>, beContent=null, objectType=article, channel=null, level=null, likeNumber=32, replyNumber=0, topicName=null, topicId=null, topicList=[TopicDto(id=40059, encryptionId=62754005931, topicName=商业)], attachment=null, authenticateStatus=null, createdAvatar=null, createdBy=fd6238344589, createdName=zhangxingru, createdTime=Sat Jan 06 11:19:00 CST 2018, time=2018-01-06, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236216, encodeId=200423621624, content=学习了谢谢分享, beContent=null, objectType=article, channel=null, level=null, likeNumber=4, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/oLAjfB7s1ib06iaV3D9Tg5Kzuf9u71gZhPYMiajRtENwicoAABeQtfXOlic8ibhYSy6DvJZWUDVtjRvTfqBffr1XJ6JLtFB5kHicthl/0, createdBy=08bb2061153, createdName=189****7206, createdTime=Wed Aug 23 06:51:08 CST 2017, time=2017-08-23, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236091, encodeId=06df2360910b, content=学习了.谢谢., beContent=null, objectType=article, channel=null, level=null, likeNumber=56, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/xkvRjYnJzzRJ2R0y7VhicibvkjPWHjIMmu4ZpKnE9cWAu4lVicS3uDUCfF4M4JWvrkrYfpb2KehPV0Ee29tPqyPEebBUibiaKhnvD/0, createdBy=f8412001184, createdName=惠映实验室, createdTime=Tue Aug 22 18:32:27 CST 2017, time=2017-08-22, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236069, encodeId=efaa2360695b, content=学习了受益匪浅., beContent=null, objectType=article, channel=null, level=null, likeNumber=47, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/ajNVdqHZLLDicHg2ldsSNmib46PmdzpO7CQEmPjuULp1v45zPWwMYhrnXgvl3OtmUCZSQfgITWn96X9moL94nUGA/0, createdBy=28072041016, createdName=131****1460, createdTime=Tue Aug 22 17:39:05 CST 2017, time=2017-08-22, status=1, ipAttribution=)]
    2017-08-22 惠映实验室

    学习了.谢谢.

    0

  4. [GetPortalCommentsPageByObjectIdResponse(id=1771751, encodeId=6d7e1e7175174, content=<a href='/topic/show?id=62754005931' target=_blank style='color:#2F92EE;'>#商业#</a>, beContent=null, objectType=article, channel=null, level=null, likeNumber=32, replyNumber=0, topicName=null, topicId=null, topicList=[TopicDto(id=40059, encryptionId=62754005931, topicName=商业)], attachment=null, authenticateStatus=null, createdAvatar=null, createdBy=fd6238344589, createdName=zhangxingru, createdTime=Sat Jan 06 11:19:00 CST 2018, time=2018-01-06, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236216, encodeId=200423621624, content=学习了谢谢分享, beContent=null, objectType=article, channel=null, level=null, likeNumber=4, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/oLAjfB7s1ib06iaV3D9Tg5Kzuf9u71gZhPYMiajRtENwicoAABeQtfXOlic8ibhYSy6DvJZWUDVtjRvTfqBffr1XJ6JLtFB5kHicthl/0, createdBy=08bb2061153, createdName=189****7206, createdTime=Wed Aug 23 06:51:08 CST 2017, time=2017-08-23, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236091, encodeId=06df2360910b, content=学习了.谢谢., beContent=null, objectType=article, channel=null, level=null, likeNumber=56, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/xkvRjYnJzzRJ2R0y7VhicibvkjPWHjIMmu4ZpKnE9cWAu4lVicS3uDUCfF4M4JWvrkrYfpb2KehPV0Ee29tPqyPEebBUibiaKhnvD/0, createdBy=f8412001184, createdName=惠映实验室, createdTime=Tue Aug 22 18:32:27 CST 2017, time=2017-08-22, status=1, ipAttribution=), GetPortalCommentsPageByObjectIdResponse(id=236069, encodeId=efaa2360695b, content=学习了受益匪浅., beContent=null, objectType=article, channel=null, level=null, likeNumber=47, replyNumber=0, topicName=null, topicId=null, topicList=[], attachment=null, authenticateStatus=null, createdAvatar=https://wx.qlogo.cn/mmopen/ajNVdqHZLLDicHg2ldsSNmib46PmdzpO7CQEmPjuULp1v45zPWwMYhrnXgvl3OtmUCZSQfgITWn96X9moL94nUGA/0, createdBy=28072041016, createdName=131****1460, createdTime=Tue Aug 22 17:39:05 CST 2017, time=2017-08-22, status=1, ipAttribution=)]
    2017-08-22 131****1460

    学习了受益匪浅.

    0

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