Good morning, I am a friend of all your friends.
Recently, the state has continuously increased the regulation and control of the medical field, and the first-line medical representatives have become more and more aware of the pressure of survival. Drugs are getting harder and harder, and more and more medical people are choosing the path of “saving the country by the curve” of medical devices and consumables.
Compared with the pharmaceutical market that continues to fall into price cuts, bidding, and bargaining, it seems easier to make equipment and consumables. In most hospitals, equipment and consumables do not need to hold a pharmacy meeting, there is no need to discuss it, there is profit, and the entry threshold is low.
Medical marketing personnel need to pay attention to the transfer of medical devices. Most of the thresholds for drug marketing are medical-related majors, which is conducive to product control and academic guidance. But marketing of medical devices, devices and consumables has higher requirements for the background of the medical profession.
Some sales people believe that a good customer relationship can replace other needs, in fact, the customer relationship can only be icing on the cake. A qualified salesperson must position himself as a doctor's assistant. Only from the perspective of the clinician can you understand the good and bad of the product to the maximum extent, and understand more clearly what is needed in the clinical front line. Although the marketing ideas of common surgical instruments and consumables are similar to those of drugs, there are many differences in details that need to be treated separately.
Below, I will send you three exclusive experiences summarized by the medical device sales god, I hope to help you!
1. Great hospital academic drive
The device will display a relatively unpopular consumable, a few hundred dollars, but only for breast surgery, the advantage is that there are fewer similar products on the market.
During the promotion, the salesperson first showed the product to the clinical director. Because it was a strange visit and the director was unfamiliar with the product, he asked several doctors who were studying in the field. Some people say that some major hospitals in Shanghai use this consumable, and the effect is very good. Therefore, the director was interested and agreed to apply for the report.
However, the equipment chief is not familiar with the product, and the sales staff does not rush to visit. Upon inquiry, it was learned that a friend has a good relationship with the section chief. So, through the relationship of friends, the product was handed over to the equipment department.
One month later, the hospital approved the product and successfully entered the hospital.
Sales experience
1. The choice of product is very important. Products with fewer competitors are easier to do.
2. Clinical needs are more realistic than mature relationships.
3. Relationships are not omnipotent, but relationships are better than no relationship, at least work will be easier to do.
4. Core-level hospitals have a great influence on the surrounding hospitals. The academic driving of large-scale hospitals sometimes has incalculable effects, and doctors often bring back some new technologies when they go out for training. These are opportunities worthy of grasping.
2. Filling the gap with the water
One day, chatting with a brain surgeon, it was said that the equipment used in the department was insufficient and it was not easy to use. The author happens to have such equipment in his hand, and the price is only a few hundred yuan, not expensive. So, take the information to the director, the director looked overjoyed, immediately hit the report and asked people to send to the equipment section. After half a month, the equipment division began to purchase.
Sales experience
1. Pay attention to every detail around you. It may create an opportunity for you if you don't care.
2. Any product has shortcomings. If the shortcoming is that the customer can't bear it, the chance of shining will come.
3. If the product is urgently needed by the customer, the development process will be much easier, and sometimes it is only necessary to push the boat.
3. Product development timeliness
A salesperson is responsible for the sales of an oral drug in the hospital. Because the product is not right, the sales volume is very small, and there is even a feeling that it can't be done. Clinicians agree that the drug is good, but it can only be classified as a second-line drug, and the amount is limited.
In order to improve performance, the sales staff recommended a more unpopular consumable to the director, and the urologist is interested in trying. Therefore, the director sent the report directly to the equipment section. After more than one month, the product went smoothly, although the amount is not much, but because it is an exclusive product, there is no other competition, and maintenance is very easy.
The following month, the director mentioned the need for some kind of small equipment. Through the search, the sales staff selected two, and brought the information to the director. After reviewing the equipment parameters in detail, the director expressed approval and submitted the report to the equipment department. However, in the equipment department encountered an accident, the section chief requested to wait for a while, the work was temporarily interrupted.
One month later, the director said that the hospital recently entered a large-scale equipment worth several million yuan, and the factory attached a small device. As a result, the project died.
Sales experience
1. A good customer relationship is a huge asset for marketers. Even if there is no partnership, it is best to be friends with customers. If the character is good, naturally someone will help and help. It is important to maintain a good character.
2. Don't easily ignore everyone around you. Even if the director can make a final decision as a department head, his subordinates still have some influence. The unity of the department is definitely more important than the previous one, and the opinions of the subordinates will have an impact on the leadership thinking.
3. The development of the product should pay attention to the timeliness, and the progress of the situation will change with the passage of time. This occasional situation often occurs. What the customer needs at this point may not be needed at the time.
The above development cases are limited to small instruments or consumables. There are different procedures for purchasing large medical equipment. For example, in Jiangsu, large-scale equipment worth more than 100,000 yuan needs to be uniformly tendered throughout the province. The procurement department must have the president and the competent dean. Signature, small equipment or consumables are not necessary.
In general, the sale of small instruments or consumables must be urgent to the customer and think about what the customer thinks. Products that meet customer needs are the best products. Customers don't need to force development, let the other party do things that they are not interested in, and definitely get half the effort.
Recently, the state has continuously increased the regulation and control of the medical field, and the first-line medical representatives have become more and more aware of the pressure of survival. Drugs are getting harder and harder, and more and more medical people are choosing the path of “saving the country by the curve” of medical devices and consumables.
Compared with the pharmaceutical market that continues to fall into price cuts, bidding, and bargaining, it seems easier to make equipment and consumables. In most hospitals, equipment and consumables do not need to hold a pharmacy meeting, there is no need to discuss it, there is profit, and the entry threshold is low.
Medical marketing personnel need to pay attention to the transfer of medical devices. Most of the thresholds for drug marketing are medical-related majors, which is conducive to product control and academic guidance. But marketing of medical devices, devices and consumables has higher requirements for the background of the medical profession.
Some sales people believe that a good customer relationship can replace other needs, in fact, the customer relationship can only be icing on the cake. A qualified salesperson must position himself as a doctor's assistant. Only from the perspective of the clinician can you understand the good and bad of the product to the maximum extent, and understand more clearly what is needed in the clinical front line. Although the marketing ideas of common surgical instruments and consumables are similar to those of drugs, there are many differences in details that need to be treated separately.
Below, I will send you three exclusive experiences summarized by the medical device sales god, I hope to help you!
1. Great hospital academic drive
The device will display a relatively unpopular consumable, a few hundred dollars, but only for breast surgery, the advantage is that there are fewer similar products on the market.
During the promotion, the salesperson first showed the product to the clinical director. Because it was a strange visit and the director was unfamiliar with the product, he asked several doctors who were studying in the field. Some people say that some major hospitals in Shanghai use this consumable, and the effect is very good. Therefore, the director was interested and agreed to apply for the report.
However, the equipment chief is not familiar with the product, and the sales staff does not rush to visit. Upon inquiry, it was learned that a friend has a good relationship with the section chief. So, through the relationship of friends, the product was handed over to the equipment department.
One month later, the hospital approved the product and successfully entered the hospital.
Sales experience
1. The choice of product is very important. Products with fewer competitors are easier to do.
2. Clinical needs are more realistic than mature relationships.
3. Relationships are not omnipotent, but relationships are better than no relationship, at least work will be easier to do.
4. Core-level hospitals have a great influence on the surrounding hospitals. The academic driving of large-scale hospitals sometimes has incalculable effects, and doctors often bring back some new technologies when they go out for training. These are opportunities worthy of grasping.
2. Filling the gap with the water
One day, chatting with a brain surgeon, it was said that the equipment used in the department was insufficient and it was not easy to use. The author happens to have such equipment in his hand, and the price is only a few hundred yuan, not expensive. So, take the information to the director, the director looked overjoyed, immediately hit the report and asked people to send to the equipment section. After half a month, the equipment division began to purchase.
Sales experience
1. Pay attention to every detail around you. It may create an opportunity for you if you don't care.
2. Any product has shortcomings. If the shortcoming is that the customer can't bear it, the chance of shining will come.
3. If the product is urgently needed by the customer, the development process will be much easier, and sometimes it is only necessary to push the boat.
3. Product development timeliness
A salesperson is responsible for the sales of an oral drug in the hospital. Because the product is not right, the sales volume is very small, and there is even a feeling that it can't be done. Clinicians agree that the drug is good, but it can only be classified as a second-line drug, and the amount is limited.
In order to improve performance, the sales staff recommended a more unpopular consumable to the director, and the urologist is interested in trying. Therefore, the director sent the report directly to the equipment section. After more than one month, the product went smoothly, although the amount is not much, but because it is an exclusive product, there is no other competition, and maintenance is very easy.
The following month, the director mentioned the need for some kind of small equipment. Through the search, the sales staff selected two, and brought the information to the director. After reviewing the equipment parameters in detail, the director expressed approval and submitted the report to the equipment department. However, in the equipment department encountered an accident, the section chief requested to wait for a while, the work was temporarily interrupted.
One month later, the director said that the hospital recently entered a large-scale equipment worth several million yuan, and the factory attached a small device. As a result, the project died.
Sales experience
1. A good customer relationship is a huge asset for marketers. Even if there is no partnership, it is best to be friends with customers. If the character is good, naturally someone will help and help. It is important to maintain a good character.
2. Don't easily ignore everyone around you. Even if the director can make a final decision as a department head, his subordinates still have some influence. The unity of the department is definitely more important than the previous one, and the opinions of the subordinates will have an impact on the leadership thinking.
3. The development of the product should pay attention to the timeliness, and the progress of the situation will change with the passage of time. This occasional situation often occurs. What the customer needs at this point may not be needed at the time.
The above development cases are limited to small instruments or consumables. There are different procedures for purchasing large medical equipment. For example, in Jiangsu, large-scale equipment worth more than 100,000 yuan needs to be uniformly tendered throughout the province. The procurement department must have the president and the competent dean. Signature, small equipment or consumables are not necessary.
In general, the sale of small instruments or consumables must be urgent to the customer and think about what the customer thinks. Products that meet customer needs are the best products. Customers don't need to force development, let the other party do things that they are not interested in, and definitely get half the effort.
