醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件

第一講中TC產(chǎn)品與處方藥及保健食品的差異I表現(xiàn)形式圖表演示/配合畫(huà)外音為主,章節(jié)轉(zhuǎn)換間穿插講解畫(huà)面第一講1內(nèi)容醫(yī)學(xué)特性政策特性商業(yè)特性行銷(xiāo)執(zhí)行內(nèi)容2醫(yī)學(xué)特性差異-品類(lèi)/劑型保健食品適用領(lǐng)域菌及微量元補(bǔ)亮劑。外用皮科類(lèi)要為補(bǔ)益類(lèi)(增、說(shuō)節(jié)、補(bǔ)充)全身各臟器、系統(tǒng)疾癥狀診斷常見(jiàn)疾病型癥狀,基本能自我診斷。部分產(chǎn)品仍需在指導(dǎo)下康用需嚴(yán)格辯,甚至需生化理檢驗(yàn)醫(yī)療儀器輔助診斷劑型分類(lèi)咬囊、口服液、片劑,粉劑、栓劑及傳除常規(guī)劑型外,還有酒類(lèi),茶類(lèi)及中藥各種劑型,尤其是針劑,輸液中藥的膏丸丹散類(lèi)等服用方法|服為主,還有外用,康用次數(shù)、劑量口服,對(duì)服用次數(shù)、劑量限制更少按個(gè)體狀泥,差異較大醫(yī)學(xué)特性差異-品類(lèi)/劑型3醫(yī)學(xué)特性差異-療效保健食品處方藥3至5天,如癥狀無(wú)明確改善,療程新增癥狀,需立即就醫(yī)治療無(wú)明確治療開(kāi)期療周期通常5至7天,嚴(yán)重或慢性療效效長(zhǎng),能即時(shí)解狀,但進(jìn)族鈉敘起效,療不切因疾患不同,分別有不同療效體現(xiàn)醫(yī)學(xué)特性差異-療效4醫(yī)學(xué)特性差異-安全性及大眾適用性保健食品本身圖,合并狀校少,后發(fā)發(fā)生償性統(tǒng)治療統(tǒng)別恢復(fù)限態(tài)只能使用急、性疾所的行期辯癥難度與型癥狀,依靠自我診斷能夠識(shí)別證用范圍寬泛,無(wú)較高的班要求P人,除安全性產(chǎn)晶成分活性成分格味法室證作用明的性成份運(yùn)用性更廣泛,安金性要求處,安全范圍相對(duì)較小,生化活性使用指導(dǎo)|等教自程度人酥能依據(jù)所學(xué)握的公共按樺通產(chǎn)品說(shuō)明服用即可衛(wèi)生知識(shí)按使用說(shuō)明實(shí)蕙自我治療需在專(zhuān)業(yè)指導(dǎo)下使用適用人群較廣,但也需一定醫(yī)藥衛(wèi)生知識(shí)的指導(dǎo)泛因產(chǎn)品特性,不具大眾適用性性采購(gòu)?fù)緩结t(yī)院店屐權(quán)銷(xiāo)售點(diǎn)醫(yī)院權(quán)處方藥銷(xiāo)售點(diǎn)醫(yī)學(xué)特性差異-安全性及大眾適用性5政策特性差異一社保/定點(diǎn)藥房保健食品主管機(jī)構(gòu)食品藥品隨督管理局食品藥品監(jiān)督管理局監(jiān)督管理局價(jià)格企業(yè)中報(bào),國(guó)家實(shí)際市場(chǎng)價(jià)格變白主定價(jià)并受?chē)?guó)家定期干預(yù)多受政策性政府干預(yù)發(fā)生價(jià)格23種功功能陳述嚴(yán)格受到A的控制數(shù)據(jù)要功能陳述要求較為寬松嚴(yán)格受控制社保制度推動(dòng)自我醫(yī)療,推動(dòng)藥店銷(xiāo)售不涉及普通品種的贏利空間不斷受到壓縮,但同時(shí)也推動(dòng)新品種的不斷上市定點(diǎn)藥房臨區(qū)院處方的第售實(shí)現(xiàn)及人流增加的增加的人流雙重機(jī)分流醫(yī)院處方政策特性差異一社保/定點(diǎn)藥房6政策特性差異一廣告審批OTC保健食品主管機(jī)構(gòu)|中央她方藥監(jiān)同兩級(jí)審批+工商從累QH轉(zhuǎn)至批要求文字,圖片等內(nèi)容要求嚴(yán)格,理解尺文字,圖片表達(dá)有較大空間,審格發(fā)布蝶體介外,同時(shí)醫(yī)相關(guān)煤體的采用多本不受限制限特定專(zhuān)業(yè)媒體政策特性差異一廣告審批7政策特性差異一促銷(xiāo)執(zhí)行OTC促銷(xiāo)監(jiān)管藥臉局+1商(禁止公眾促銷(xiāo)內(nèi)產(chǎn)品推薦等特殊促促銷(xiāo)形式銷(xiāo)形式在傳統(tǒng)促銷(xiāo)形式的開(kāi)展促的包裝買(mǎi)贈(zèng)所扣品軸獎(jiǎng)活動(dòng)等禁止任軻形式的促銷(xiāo)有待政策法規(guī)的配套促銷(xiāo)發(fā)布店內(nèi)面媒體沌視覷場(chǎng)絡(luò)等政策特性差異一促銷(xiāo)執(zhí)行8商業(yè)特性差異一價(jià)格/包裝/渠道分;含倍牌性產(chǎn)工藝密切相關(guān)文字泡裝形式、設(shè)計(jì)有嚴(yán)格規(guī)定除文字部分的功能際述用人群有嚴(yán)論方藥包裝更加友善,并有品牌的格規(guī)定外,包裝形式酸計(jì)無(wú)嚴(yán)格的約強(qiáng)調(diào)功能性陳述,產(chǎn)品說(shuō)明全面,專(zhuān)渠道醫(yī)院的店權(quán)銷(xiāo)售點(diǎn),授權(quán)批發(fā)渠道無(wú)果道限制醫(yī)院權(quán)處方藥銷(xiāo)售點(diǎn),授權(quán)批發(fā)果商業(yè)特性差異一價(jià)格/包裝/渠道9商業(yè)特性差異一競(jìng)爭(zhēng)環(huán)境保健食品政策環(huán)境趨向?qū)捤?、市?chǎng)化法規(guī)監(jiān)管趨向于規(guī)范,功能陳述將趨實(shí)煤體,矛盾焦點(diǎn),政策會(huì)更趨緊行業(yè)環(huán)境炒做消退,趨于理性,同類(lèi)克爭(zhēng)產(chǎn)品數(shù)理趨于規(guī)范,注重研發(fā),品牌多而價(jià)差大招標(biāo)、降價(jià)商業(yè)環(huán)境流配送與終端服務(wù)分工日益明量批發(fā)毛利依然可向大型批發(fā)企業(yè)集中,應(yīng)收賬款沉淀終編環(huán)境運(yùn)作成木搶高,客渲分散媒體公關(guān)策略運(yùn)用熟,店頭促銷(xiāo)活動(dòng)克爭(zhēng)微烈回款拜訪/上量,多重限制商業(yè)特性差異一競(jìng)爭(zhēng)環(huán)境10醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件11醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件12醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件13醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件14醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件15醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件16醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件17醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件18醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件19醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件20醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件21醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件22醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件23醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件24醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件25醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件26醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件27醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件28醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件29醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件30醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件31醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件32醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件33醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件34醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件35醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件36醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件37醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件38醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件39醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件40醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件41醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件42醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件43醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件44醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件45醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件46醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件47醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件48醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件49醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件50醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件51醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件52醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件53醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件54醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件55醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件56醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件57醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件58醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件59醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件60醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件61醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件62醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件63醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件64醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件65醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件66醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件67醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件68醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件69醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件70醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件71醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件72醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件73醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件74醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件75醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件76醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件77醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件78醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件79醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件80醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件81醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件82醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件83醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件84醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件85醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件86醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件87醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件88醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件89醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件90醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件91醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件92醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件93醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件94醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件95醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件96醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件97醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件98醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件99醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件100醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件101醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件102醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件103醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件104醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件105醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件106醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件107醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件108醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件109醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件110醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件111醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件112醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件113醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件114醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件115醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件116醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件117醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件118醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件119醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件120醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件121醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件122醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件123醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件124醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件125醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件126醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件127醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件128醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件129醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件130醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件131醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件132醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件133醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件134醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件135醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件136醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件137醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件138醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件139醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件140醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件141醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件142醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件143醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件144醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件145醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件146醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件147醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件148醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件149醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件150醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件151醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件152醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件153醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件154醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件155醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件156醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件157醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件158醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件159醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件160醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件161醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件162醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件163醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件164醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件165醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件166醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件167醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件168醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件169醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件170醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件171醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件172醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件173醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件174醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件175醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件176醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件177醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件178醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件179醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件180醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件181醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件182醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件183醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件184醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件185醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件186醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件187醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件188醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件189醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件190醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件191醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件192醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件193醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件194醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件195醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件196醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件197醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件198醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件199醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件200醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件201醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件202醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件203醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件204醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件205醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件206醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件207醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件208醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件209醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件210醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件211醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件212醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件213醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件214醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件215醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件216醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件217醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件218醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件219醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件220醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件221醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件222醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件223醫(yī)藥OTC銷(xiāo)售培訓(xùn)教材課件224醫(yī)藥OTC