Soft Brain Technology promotes pharmaceutical sales with professional management

Improve sales performance through optimization of sales processes

Concord Fermentation Kirin was formed in October 2008 by the merger of Concord Fermentation Industry and Kirin Pharmaceutical. Prior to the merger, Kirin Pharmaceuticals established a legal person in China in 1997. Its main products are “Weiler Blood” which increases the effectiveness of white blood cells and “Lixuebao” which helps to increase the number of red blood cells in dialysis patients. Both drugs have been sold in the Chinese market for 20 years. In 2015, the company also invested in the treatment of secondary parathyroid hyperthyroidism, “Kaiping”, to strengthen sales in the Chinese market.

Xiaohe Yingli (China) Pharmaceutical Co., Ltd., Xiaoying Yingli Sales Head (right), Sales Head of Gu Huayi Sales Head of Sales Planning Management Group (Central), Chen Miaomiao Sales Planning Management Team

From sales behavior management to market planning applications, cost analysis

The role of the Medical Representative (MR) is to hear the correct clinical communication of the drug to the doctor to facilitate the sale of the drug. The vision of Concord Fermentation Kirin is to “contribute to patients and medical care in China by providing appropriate information.” To this end, the company sells to hospitals across the country through 130 medical representatives. And so many people, such a wide area, to play an important management role is the "e-Sales Manager" sales management system introduced in 2012. "In addition to event management, funds and plans are also approved for management through e-Sales Manager. In addition, management and analysis of data by product, by hospital sales, amount, achievement status, year-on-year, and chain ratio are also completed through this system. Moreover, it also includes the cost analysis function of products and activities," said Ms. Gu Huayi, the head of the sales planning management group of the sales department. "This year, the electronic approval of the fees began, which is a major change," stressed the head of the sales department Xiaoying Yingli. Previously, it was applied through paper, which was time-sensitive and took a lot of time when looking for previous applications. Since the use of e-sales manager has greatly shortened the approval time, MR also praised constantly. By extracting the results of the departmental meeting (in-house briefing session), it is possible to analyze at a glance which hospitals have had meetings, how many meetings have been held, and which hospitals have not held meetings, which will greatly help future market meeting plans. Moreover, "the fee application and the hospital are linked, and the input and output analysis can be carried out according to the region and the hospital." This is the most anticipated and appreciated place for Ms. Chen Miaomiao from the Sales Planning Department. Moreover, this year's corporate compliance issues are gradually being valued. "If there is any situation, e-Sales Manager can find every process and link in the past and play a role in preventing it from happening." This is what Minister Xiao Xiao understands from his own perspective. Another effect.

One of the main products of [Weiler Blood]. In 2013, it celebrated its 20th anniversary in China.

Put into the Chinese market last year [ç›–å¹³]

Refine the sales process and share the success model

Based on the above effects, the company began to upgrade its system from last year. First import the "WP (Winning pattern=success mode)" module. “In particular, Gaiping’s sales, each regional manager and MR agree on a goal, while decomposing the target to form a sub-goal, clearly defining the key action of the goal (Key Action), and entering the results of the execution into the system.” (Sales Head Yan Lin Sales Planning Management Team Assistant Manager). In this way, what kind of process does MR accomplish its goal, or what key resistance is encountered in the process, and the visualization effect is achieved. Then, the data is statistically analyzed and analyzed in units of half a year to obtain a Winning Pattern. While confirming the progress of the target on a regular basis, the successful sales model will be shared among members. As long as the hospital data is extracted, the progress of each hospital implementation can be immediately understood, and the MR can be easily and clearly guided.

WP will set different targets according to each MR. And set the key objectives in order to achieve the intermediate goal of this goal.

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