Medical equipment hospital marketing plan makes you no longer afraid!
Release time:
2020-10-22
In the current medical device market environment, as competition intensifies, brand promotion costs and terminal marketing costs continue to soar, and manufacturers have strengthened their internal compliance management and other factors, resulting in more than 90% of medical device companies transferring marketing work to Dealer operation, manufacturers provide brand support.
In the current medical device market environment, as competition intensifies, brand promotion costs and terminal marketing costs continue to soar, and manufacturers have strengthened their internal compliance management and other factors, resulting in more than 90% of medical device companies transferring marketing work to Dealer operation, manufacturers provide brand support.
Manufacturers put more energy into product research and development, brand planning, and market promotion to form a reasonable division of labor in the marketing process.
To do market preconditions, it is necessary to conduct market research on the market, especially the understanding of the situation of competitors.
If we don’t do market research, we don’t understand the situation of our competitors, just like blind people touch the elephant, we don’t even know the reason for losing orders. Secondly, we need to analyze our strengths, weaknesses, opportunities, threats in developing the local market, identify problems, and solve them. The problem is that we must make market planning, make a marketing strategy map, determine market operation ideas, determine market operation plans, and make a PDCA cycle.
The key to medical device marketing lies in three aspects. How to build a model hospital or observe hospitals, how to maintain factual customers, and how to find hospitals that are interested in buying?
watch the hospital:
For domestic medical device companies, it is very difficult to build tertiary hospitals due to brand, capital, technology and other reasons. It is also feasible to only build primary and private hospitals. Maintain the developed hospitals and invite interested hospitals to observe.
factual client (developed hospital):
One is to invest emotionally and pay attention to the areas of interest to customers.
The second is to help de facto customers solve problems and improve brand reputation and brand loyalty.
The third is to realize re-selling and cross-selling to improve work efficiency.
Explore hospitals that are interested in buying:
Process: Collecting information-clarifying roles-recommending products-quotation-sales aid tool display-reporting-public relations-bidding-service
collect information:
One is to integrate distributor resources and selectively visit customers;
The second is to return visits to interested customers who negotiated at academic activities;
The third is the director of the hospital department introduced by the factual client.
Sort out the roles:
First of all, you must contact the department director to understand the basic situation of the hospital’s department, understand the interpersonal relationship and background of the department, whether the department director is authoritative and strong, whether there are conflicts between the department director and the deputy director, and if so, you must also do the work of the deputy director. Otherwise, the opinions of the departments are not unified, which will bury hidden dangers for future orders.
After getting the section director and deputy director, the order can be completed. For the same reason, who is the ultimate decision maker, the dean and the vice dean of the university, the situation of each hospital is different, and the specific situation of the hospital can be learned from the relevant personnel and distributors of the hospital.
It would be better to find an insider. This person must understand the hospital’s organizational structure, internal roles and division of labor, understand the entire procurement process, and be able to know some key things, such as understanding the decision-maker and the situation of his family. , Personality, hobbies, etc.
Understand the price situation and relationship of competitors at critical moments. During the order, we have to communicate with the insider many times to let him know how to help us and let him guide us on the next step.
Communication with customers is a process from unfamiliar to familiar, from familiar to trust, from trust to a consensus of values.
Recommended Products:
Recommend different products according to different hospitals, and find different entry points and introduce different content according to different communication objects.
Generally speaking, the director of the department talks about the situation of the model hospital, and introduces the unique technical advantages and clinical value of the product. The director of the equipment cares about the price and after-sales service, and the director pays more attention to the economic and social benefits.
Quote:
Different configurations are recommended for different hospitals and different regions. Luxurious configuration is recommended for tertiary hospitals, standard configuration for second-level hospitals, and simple configuration for first-level hospitals.
Sales aid tool display:
It is difficult to persuade the other party only by verbal expression, and it must be strengthened by displaying it with some sales assistance tools, such as the bid winning notice, authoritative expert papers, proposals, etc.
Beat report:
For interested hospitals, it is necessary to arrange timely visits to the model hospitals. During the observation, in addition to the department director, the equipment section chief or the vice-president, it is best to invite the hospital's chief to go, so that it is easy to get an order and report after the observation.
PR:
The premise of public relations is that you have learned all aspects of the decision makers and key people through informants and distributors, and adopt different strategies according to different people and the current situation.
In the case of establishing initial trust, inviting customers to dinner is the first step in public relations. As the exchanges increase, the feelings deepen, and you can do what you like. As long as it is human, there are weaknesses. Whether it can be integrated into the industry circle is also a very important factor for being a medical device salesperson.
Tender:
The public relations work of hospitals and related personnel is in place. The bidding is just a formality, but it should not be taken lightly. The lack of attention to competitors and the neglect of a small detail will wipe out the previous efforts.
Service:
Good service is mainly reflected in training standards, regular return visits, timely response, and continuous improvement.
Medical equipment sales involve people in many different roles. They all play different roles. You must establish a broad united front. If you can't make him your friend, at least you can't make them your enemy.
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