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How to select products for agents

Date:2020-03-02

At present, China has a large number of pharmaceutical and health products manufacturing enterprises, with a large number of pharmaceutical and health products. In the face of a wide range of business, as a pharmaceutical agent, how can we choose agent products?


First of all, we should choose a good manufacturer. Research and development manufacturers are generally the inventors of products, which hold product patents and batch numbers. This kind of manufacturer's products are generally very effective, cherish the products very much, have strong product narcissism, be able to consider the market operation from the long-term interests, and sincerely cooperate with agents. This kind of manufacturer's investment promotion is basically to promote the product to complete the network channel construction in the national market, and is the manufacturer with the highest safety factor when the agent chooses to cooperate. At the same time, the marketing ability of such manufacturers is poor, the agency price is on the high side, and the agency conditions are relatively harsh. If such enterprises can hire professional managers in the healthcare industry, or employ marketing decision-makers with practical experience in the industry, then such enterprises are the first choice for agent cooperation. Research and development manufacturers are divided into large, medium and small manufacturers. Different from large-scale manufacturers, the agency prices and conditions of small and medium-sized manufacturers are more favorable. Marketing manufacturers are the favorite of agents with low planning ability. Their products have obvious differentiated selling points, but it is necessary to carefully identify whether their selling points are objective and have enough support. Marketing manufacturers also have narcissism to their marketing plans and selling points, but the plans and selling points they provide are not necessarily suitable for the local market. The general distribution type enterprise is between the research and development type manufacturer and the marketing type manufacturer, which is known as the "investment promotion professional". Such enterprises can generally provide a perfect market start-up plan. Choose this kind of enterprise must be careful, unless you have strong planning ability and marketing ability, otherwise the safety factor is very low. Maybe in the last few months, when the national market is extremely shrinking, many of their promises will not be fulfilled, and the oral promises not written into the contract will not be guaranteed. There are three possible risk factors for a general distribution enterprise: first, the strength of the original manufacturer of the product is weak, the talent is scarce, or the product has no market development value, otherwise the manufacturer will not easily "sell" a good product to others. Second, after the general agent buys out the general distribution right of the product, the biggest wish is to return funds quickly, not from the perspective of sound operation and long-term consideration. Third, there is a simple money relationship between the product manufacturer and the general agent. Without strategic cooperation, it is easy to collapse. There are a lot of products waiting to be invited by manufacturers. If the number of products is small, there will be dozens, and if there are many, there will be more than 100. These products involve many treatment fields, some of which are very similar to the popular brands on the market.


Of course, in the medical and health care market, the main conditions for the survival and development of agents are products and their own capabilities. In fact, no manufacturer can guarantee 100% survival and development of its agents, and no manufacturer's agents lose 100%. Excellent agents can make good profits from any regular manufacturer's products because of their strong agency ability.


Second, the effectiveness of the product and publicity efforts. Let's take a look at the relationship between product efficacy and publicity cost. After any agent signs the agency contract, it is necessary to conduct market operation. Propaganda is one of the most important factors in the operation of health care products market. Product promotion includes advertising, terminal interception and other tactics, and a good product is twice the result with half the effort in the process of promotion. Therefore, in the process of acting products, we should consider the product efficacy. The effect of the product will directly affect the cost of publicity. Therefore, the product efficacy is the key for agents to choose products. Products with good efficacy will increase repeat customers and easily form word-of-mouth communication.


A company in Shanghai has acted as an agent for a kind of beauty health care product, purchasing with a zero deduction, but the product effect is not significant. The boss of this enterprise regards the profit space as more important than the curative effect. As a result, although he tries his best to push advertisements and promote sales, there are new customers every month, but there are no repeat customers, because the product curative effect is not significant. As soon as the promotion stops, the sales will drop. In order to increase the sales volume, this agent has to do propaganda and promotion every month, and the income of the enterprise is not high. The boss of a company in Guangzhou found that a kind of rheumatoid treatment product had a good effect, so he acted as an agent for the product, but the agent price was 35% discount. The boss thinks that although the profit space of this product is small, the patients will definitely accept it and there will be many repeat customers. Therefore, he spared no effort to spend money for early promotion. As a result, he made a profit from the second month, and there were many repeat customers. The sales volume of products rose sharply, and the enterprise also saved the cost of continuous advertising and promotion. In that year, the company made a profit of more than one million yuan.


Product efficacy is a key factor in agent selection. Repeat purchase of regular customers can dilute the cost of publicity, and word-of-mouth communication will make the publicity and promotion more effective. Therefore, when selecting products, agents must pay attention to the efficacy of products. For products with unsatisfactory or inconspicuous efficacy, even if the agent price is no lower, the agent should not include it in the selection. Otherwise, agents will only break corn like monkeys and lose one after another, which will hurt people and money, but the economic benefits will be very poor. (CDT from medical economics)

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