如何制定制勝區(qū)域市場(chǎng)計(jì)劃

1、如何制定制勝區(qū)域市場(chǎng)計(jì)劃今日議題營(yíng)銷(xiāo)人員的根本工作流程溝通討論2022/7/62今日議題營(yíng)銷(xiāo)人員的根本工作流程方案溝通討論2022/7/63營(yíng)銷(xiāo)人員的根本工作流程2022/7/64今日議題營(yíng)銷(xiāo)人員的根本工作流程方案溝通討論2022/7/65方案為什么要做方案?提高行動(dòng)的有效性事先知道全面狀況想通!2022/7/66方案現(xiàn)狀?2022/7/67方案一個(gè)好的方案是怎樣的?有效果有效率有針對(duì)性可衡量2022/7/68方案-關(guān)鍵時(shí)機(jī)與問(wèn)題什么是關(guān)鍵時(shí)機(jī)與問(wèn)題?2022/7/69方案-關(guān)鍵時(shí)機(jī)與問(wèn)題醫(yī)藥行業(yè)的病人流動(dòng)圖(購(gòu)置和使用流程)就診診斷治療選擇治療方案選擇治療藥物使用依從理想的購(gòu)買(mǎi)和使用流程:發(fā)

2、病就診診斷治療選擇治療方案選擇治療藥物使用依從現(xiàn)實(shí)的購(gòu)買(mǎi)和使用流程:發(fā)病2022/7/610方案-關(guān)鍵時(shí)機(jī)與問(wèn)題客戶時(shí)機(jī)與問(wèn)題Competitors(競(jìng)爭(zhēng)對(duì)手)Company(公司本身)Customers(客戶)2022/7/611方案-關(guān)鍵時(shí)機(jī)與問(wèn)題了解客戶的哪些方面:-相關(guān)需求?-怎么選擇?-怎么使用?-滿意度?-為什么?2022/7/612方案-關(guān)鍵時(shí)機(jī)與問(wèn)題客戶是誰(shuí)?2022/7/613怎么細(xì)分?怎么了解?方案-關(guān)鍵時(shí)機(jī)與問(wèn)題了解的辦法跑醫(yī)院,面訪問(wèn)卷 跑醫(yī)院,面訪數(shù)據(jù)分析(IMS/405醫(yī)院數(shù)據(jù)等) 問(wèn)卷跑醫(yī)院,面訪問(wèn)卷 跑醫(yī)院,面訪問(wèn)卷跑醫(yī)院,面訪問(wèn)卷2022/7/614方案-關(guān)鍵

3、時(shí)機(jī)與問(wèn)題競(jìng)爭(zhēng)對(duì)手時(shí)機(jī)與問(wèn)題Competitors(競(jìng)爭(zhēng)對(duì)手)Company(公司本身)Customers(客戶)2022/7/615誰(shuí)是競(jìng)爭(zhēng)對(duì)手?方案-關(guān)鍵時(shí)機(jī)與問(wèn)題誰(shuí)搶了我們的奶酪(份額)?C:Documents and Settingseci00494桌面衛(wèi)才提交06全年+07Q3.xls桌面提交06全年+07Q3.xlsE:AD dataIMS data15 City Key Brand Performance Analysis 3Q07IMS data405 hospital data區(qū)域經(jīng)驗(yàn)、判斷與數(shù)據(jù)收集2022/7/616方案-關(guān)鍵時(shí)機(jī)與問(wèn)題競(jìng)爭(zhēng)對(duì)手關(guān)于競(jìng)爭(zhēng)對(duì)手,客戶:怎么選擇

4、怎么使用滿意度為什么詳細(xì)清單:產(chǎn)品定位關(guān)鍵臨床及賣(mài)點(diǎn)價(jià)格適應(yīng)癥用法用量醫(yī)保范圍客戶對(duì)他們的看法推廣活動(dòng)與投入當(dāng)?shù)劁N(xiāo)售隊(duì)伍數(shù)量其它了解什么?時(shí)機(jī)威脅事實(shí)收集(DA,網(wǎng)站,資料,處方信息,買(mǎi)幾盒)醫(yī)生訪問(wèn)數(shù)據(jù)分析(IMS/405醫(yī)院數(shù)據(jù)/處方統(tǒng)計(jì))問(wèn)卷怎么了解?2022/7/617方案-關(guān)鍵時(shí)機(jī)與問(wèn)題公司本身時(shí)機(jī)與問(wèn)題Competitors(競(jìng)爭(zhēng)對(duì)手)Company(公司本身)Customers(客戶)2022/7/618方案-關(guān)鍵時(shí)機(jī)與問(wèn)題公司本身產(chǎn)品銷(xiāo)量分布:重點(diǎn)醫(yī)院與客戶藥品進(jìn)院情況銷(xiāo)售團(tuán)隊(duì)(人員配備,知識(shí),能力等)其它了解什么?優(yōu)勢(shì)劣勢(shì)內(nèi)部數(shù)據(jù)分析問(wèn)別的部門(mén)怎么了解?2022/7/619方

5、案-活動(dòng)目的(Mission)目的“讓誰(shuí)怎么樣?活動(dòng)目的的根本要求:1) 針對(duì)區(qū)域的關(guān)鍵時(shí)機(jī)與問(wèn)題;2) 目的之間不能互相矛盾;3) SMART;4) 能衡量;2022/7/620活動(dòng)目的舉例:方案-活動(dòng)目的(Mission)2022/7/6212021年12月30日前,在 80%(200位)A4級(jí)客戶中建立治療陽(yáng)性病癥根底用藥的觀念.405家醫(yī)院數(shù)據(jù)/專(zhuān)科醫(yī)院中截止至08年Q4的比例變化;客戶品牌認(rèn)知調(diào)研亞組結(jié)果方案-關(guān)鍵信息(Message)什么是關(guān)鍵信息?Key Message are specific statements that communicate to the targete

6、d customers attributes of the product and / or service. No more than 3.2022/7/622方案-關(guān)鍵信息(Message)什么是好的關(guān)鍵信息?It has clear purposeIt is clear and conciseIt is credibleIt is aligned with positioning.It is aligned with global core message elementsIt has impact.It is memorable.It differentiates your produ

7、ct.It is or will be important to physician and / or patients.It is consistent.It has emotional aspect.2022/7/623關(guān)鍵信息檢查表是否:Support Brand CharactersSupport Product PositioningAlign with standard core message elementsNo more than 3Purpose of communication need to be addressedKey Message need to be test

8、ed DAs & programs must aligned with key MessageMessages need to be consistent across all communication vehicles (reprints, meetings)方案-關(guān)鍵信息(Message)2022/7/624方案-關(guān)鍵信息(Message)現(xiàn)狀舉例2022/7/625關(guān)鍵信息測(cè)試結(jié)果匯總-DSS2022/7/626關(guān)鍵信息測(cè)試結(jié)果匯總-MR2022/7/627活動(dòng)形式什么是好的活動(dòng)形式?方案-活動(dòng)(Media)效率效果2022/7/628方案-活動(dòng)(Media)頻率現(xiàn)狀?2022/7/629方案-預(yù)算(Money)預(yù)算的形成-從上到下,(活動(dòng)形式 X 頻率) + 應(yīng)急方案 = 預(yù)算不夠怎么辦?優(yōu)先化并且充分利用其它部門(mén)資源(中央市場(chǎng)部,銷(xiāo)售部,醫(yī)學(xué)部,KAM部,培訓(xùn)部)2022/7/630方案-衡量(Measurement)短中期會(huì)議反饋表(可用小禮品換)一周內(nèi)的回訪隨機(jī)的抽訪到會(huì)率-目標(biāo)醫(yī)生到會(huì)率長(zhǎng)期市場(chǎng)份額內(nèi)部銷(xiāo)量統(tǒng)計(jì)品牌資產(chǎn)調(diào)研結(jié)果品牌認(rèn)知調(diào)研結(jié)果2022/7/6