Keywords: misunderstanding of big health pharmacies
Great health and diversity
Many pharmacies believe that adding daily necessities to their business varieties is a big health pharmacy. For a time, there were many kinds of pharmacies, including toothbrushes, toothpaste, towels, shampoo, toilet water, glasses and books. In a chain store in Dongguan and Henan, the author actually saw rice cookers and mobile phones placed in pharmacies in a dignified way, so that he had to go out of the pharmacies again for confirmation. These categories operated by pharmacies are not big health pharmacies, on the contrary, they are gradually drifting away from big health pharmacies. Although this has gradually been recognized and affirmed by some consumers, it can only be regarded as the diversification of pharmacies.
Wan Jia Xin Ying believes that Big Health Pharmacy is a large-scale comprehensive pharmacy or specialized pharmacy that provides consumers with products and solutions for health and beauty-related issues such as disease prevention, health care, rehabilitation, beauty, personal care and sub-health state reversal.
According to this concept, Wan Jia Winson made it clear that the most important link of big health pharmacies is to make all-round products and services around consumers' health, which requires that the product settings of big health pharmacies must be related to health themes, supplemented by cultural propaganda, so that consumers can feel all-round health services. If it is a pharmacy that mainly treats Chinese medicine, it can open a Chinese medicine specimen exhibition area in clinic, such as Shanghai Cai Tongde, to show consumers the precious authentic Chinese medicine and local medicinal materials in China, to spread medical and pharmaceutical knowledge, and to show people the profoundness of Chinese medicine culture with a strong antique Chinese medicine atmosphere. If possible, open a reading room (such as Chongqing Western Medicine City), collect books and magazines from various disciplines, provide customers with medical and health care knowledge free of charge, enhance people's awareness of self-diagnosis, and nip in the bud. You can also introduce automatic decocting machines and traditional casserole decocting, such as Wenzhou Ye Tongren flagship store, so that consumers can feel environmental protection and health and ensure the purity of traditional Chinese medicine decoction. Medical EDM can also be introduced, which can integrate the advantages of surgical therapy and various non-surgical therapies. For another example, women can be the main body, combined with a series of supporting services such as women's functional health food, health products, medicines, cosmetics, fitness equipment, fitness clothes, soups, gyms, health checks, etc., and women can be guided to exercise in all directions through diet, health care, physical examination, sleep, exercise, psychological counseling, husband and wife life counseling, skin care, cosmetics trial and so on. In short, the category setting of big health pharmacies must revolve around a clear theme. The newly added business categories such as cosmetics, health care products, personal care products, health care products and medicated diets with the same origin of medicine and food are essentially different from the traditional diversified business, and are not simple "one-stop shopping". It will enhance the space for healthy consumption of consumers and bring new profit sources to pharmacies.
Great Health Promotion ≠ Pharmacy Promotion
We know that the consumer groups targeted by big health pharmacies are different from those targeted by traditional pharmacies and cheap pharmacies. Big health pharmacies are aimed at sub-healthy people, mainly aged 30-60, while traditional pharmacies and cheap pharmacies are aimed at patients, especially middle-aged and elderly patients, so their daily promotion methods are bound to be different. The daily promotion of cheap pharmacies is basically based on price and benefits, and the products are widely covered, while the daily promotion of traditional pharmacies, especially community convenience stores, is basically based on benefits and convenience, highlighting the professional image. But what about the daily promotion of big health pharmacies?
Unfortunately, in the big health pharmacies visited in Xin Ying, Wan Jia, it is found that the daily publicity of most big health pharmacies is basically the same as that of traditional pharmacies and cheap pharmacies, and there are no features in marketing means or methods and product coverage, which makes consumers' cognition of big health pharmacies no different from that of traditional pharmacies and cheap pharmacies. This is a kind of sadness! Wan, the marketing planning and operation management center of Wan Jia Xinying Pharmacy, said that the promotion of large health pharmacies at this stage should take customers as the center and theme public welfare as the breakthrough point. For example, for the activities of hypertension, a free lecture on hypertension is held in the area covered by pharmacies to tell the target population about the pathogenesis, daily eating habits and initial symptoms of hypertension. For consumers who already have hypertension, through collecting and reviewing patients' diseases and medication history, we can confirm existing or potential medication problems, establish efficacy management standards, track patients' compliance, discuss and solve medication problems with doctors (teams), and track and monitor the effectiveness of medication. In the layout of marketing atmosphere, the storefront is supplemented by posting posters of hypertension education information, providing patients with free blood pressure testing and giving away free hypertension health guides and health publications. For the consumers who participated in the event, thank you letters were sent to thank them for coming, and small gifts were provided to attract them to come again.
Onehealth drugstore ≠ College drugstore
Among the big health pharmacies that I pay attention to, a considerable number of pharmacies are specialized in a certain disease, such as cardiovascular and cerebrovascular diseases, diabetes, hypertension and so on. Most of these pharmacies are located next to the specialized hospitals in their cities. In addition to drugs, non-drugs also account for a considerable number of categories, but the correlation between categories is not strong, and the service professionalism of shop assistants and doctors needs to be improved. This makes people wonder: Is this a big health drugstore?
Before answering this question, it is necessary for us to explain the positioning of big health pharmacies again. Wan believes that the positioning of big health pharmacies is different from the existing format of drug retail industry, just between hospitals and general traditional pharmacies, so it is bound to be different from the positioning of specialist pharmacies, community stores and business circle stores. We know that specialized pharmacies are specialized pharmacies to solve certain diseases, such as diabetes and cardiovascular and cerebrovascular pharmacies in Huangqingren Station, Jiangxi Province; Wuhan Pu 'an Pharmacy; Guangzhou baozhilin anti-tumor pharmacy, etc. As a specialized pharmacy, its business area is not necessarily large, but the materials and personnel to solve this kind of disease must be professional; Compared with other pharmacies, the services provided are more professional. However, our big health drugstore is different. Because it is a specialized pharmacy that solves several related problems, it has diversity in business projects and products, and its business area should reach at least 600 square meters. On the basis of treatment, health care, rehabilitation and sub-health management must be added to the services and products provided. Only in this way can a large health pharmacy cover a large business circle, face a wide range of consumers and play its due profit model.
The concept of great health, the response of medical reform policy, and the foundation of future development;
At present, because there is no successful big health pharmacy in the domestic market for reference, with the birth and growth of cheap pharmacies, the increasingly fierce competitive sales of pure drugs, the narrowing of drug profit space and the new policy of national medical reform, domestic pharmacy operators urgently need to expand their product lines from disease treatment to "big health" fields such as disease prevention, health care, skin care and beauty. What kind of pharmacy is a big health drugstore suitable for? What are the characteristics of its product structure, service concept and mode? ..... We believe that the answers to these questions are the key to the success of operators in running big health pharmacies.
Keyword 1: Strategic layout
Compared with traditional pharmacies, big health pharmacies have a wide range of services, high professional requirements for personnel, large business circle and wide consumer groups, which determines that in a city, the entry threshold for the establishment of big health pharmacies is relatively high, not too much. After all, the establishment of large health pharmacies, especially flagship stores, is based on the whole city, so the location of flagship stores is particularly important. The proper location of the store means that it enjoys a superior "geographical" advantage. It has played a multiplier effect on the promotion of big health pharmacies. Generally speaking, Wan Jia Xin Ying believes that the location of the flagship store of Great Health must meet the following conditions:
1, convenient transportation
Great health pharmacies are aimed at sub-healthy people, so Wan Jia wins the letter clearly that the first principle of store location is to facilitate customers, save customers' purchase time and local transportation costs, and meet customers' needs to the greatest extent. Otherwise, without customers' trust and support, great health pharmacies will lose their foundation of existence. Of course, the convenience of customers mentioned here is not simply understood as the nearest location to customers, but also takes into account the demand characteristics and buying habits of most target customers, and strives to provide customers with a wide range of choices on the premise of complying with municipal planning. We suggest that under the guidance of the principle of adapting to the distribution and flow of population, facilitating customers to shop and expanding sales, the storefront should be located near the bustling center of the city, the main roads and transportation hubs that people must pass through, and urban residential areas.
2. Business circle is preferred
The business circle represents a large flow of people, high purchasing power and mature business model, and is generally composed of the bustling business district of the city. Being able to open a shop in the business circle means that the economic strength is strong and the credibility of the flagship store is increased. However, the high store rent and operating cost in the business circle is a great test for the cost control of flagship stores. Usually it can be opened around or on the edge of the business circle, which not only borrows the high popularity of the business circle, but also greatly reduces the operating cost.
3. developability
Need to consider the surrounding environment, population and purchasing power, business development atmosphere of the store. The environment of the store includes environmental restrictions, competition, social and economic factors; Population and purchasing power need to analyze the growth trend of purchasing power and the development trend of consumption level. In addition, we need to consider the number of designated pharmacies in this area and whether the flagship store to be opened has the qualification support of designated medical insurance.
4. The spaciousness of the store
In the flagship store of big health pharmacy, the target consumers not only have professional staff to serve them, but also can receive some health education lectures, physical therapy and nursing services on a regular basis, which requires sufficient leisure space in the flagship store to accommodate members' daily activities.
Keywords: modular management
A big health drugstore is definitely not a big and comprehensive pharmacy. A large and comprehensive pharmacy, on the surface, is suitable for all consumers, but in fact it has no characteristics in operation. If a big health pharmacy wants to make a difference, it must follow the principle of "doing something first, not doing something". So the first question to answer is that those people are not our target consumers, instead of answering that those people are our target consumers first. Only in this way can we firmly grasp the target population in future actions.
It should be noted that big health pharmacies are not only for high-end consumer groups, but also for low-end consumer groups. It's just that there are some differences between the two in terms of commodity allocation and service attention.
Big health pharmacies can provide diversified health consumption services, such as taking supplements reasonably under the guidance of licensed nutritionists, taking health care products under the guidance of licensed examiners, and using cosmeceuticals reasonably under the guidance of health and beauty consultants. Under the guidance of licensed physicians and licensed pharmacists, .................................................................................................... supplemented the medicinal diet with the same origin of medicine and food. Therefore, Wan Jia Xin Ying made it clear that the operation of pharmacies must be modular, that is to say, health testing should be the core. Besides medicines, medical devices, health products and cosmeceuticals, ginseng tonic and medicated diet should be added to form a real concept of great health. But does the introduction of these six categories of goods form the concept of great health? If competitors copy or imitate effectively, how will they respond?
In fact, the answer is very simple, that is, the modular management of these six categories requires that each module can be independently developed and combined to form a new USP (unique consumption proposition). In addition to the separate category management of each module, it has its own system in terms of talent reserve and training, and in terms of store decoration and layout. Wan Jia Xin Ying emphasized that the advantage of this modular business idea is that under the support of the concept of great health, the combined operation of each module can echo each other from a long distance, which can maximize the linkage effect, and can also be operated separately according to the external development of different business districts, such as the cosmeceutical module or the ginseng tonic module, which has strong viability; The disadvantage is that the management of enterprises and the area of pharmacies are relatively high in the early stage, and the operating cost of enterprises seems to be relatively large, but after the scale is formed, the operating cost is the lowest.
Keyword 3: Establishing a Center
Different from traditional pharmacies, the staff of big health pharmacies must have professional knowledge of pharmacy, health knowledge and preliminary medical knowledge of disease diagnosis, but the question is, if our staff know this knowledge, the human resource cost, training cost and time cost borne by enterprises will be very large, so how to solve it? Wan Jia Xin Ying believes that the key point is to establish a health management center, which must be equipped with "five divisions", namely, licensed doctors, licensed pharmacists, licensed psychologists, licensed nutritionists and rehabilitation professionals, and the comprehensive professional quality of these "five divisions" must be continuously improved and enriched, and can be freely used.
Around this health management center, Wan Jia Xin Ying believes that the storefront marketing of large health pharmacies is not sold separately for each module, but needs an import-export process, that is, consumers enter from any module, and the clerk of this module needs to import consumers into the health management center, which will conduct comprehensive testing and diagnosis, give consumers the best health diagnosis and treatment plan, and then export consumers to other modules. In this respect, Maxim's From the Other Side of the Ocean initially has this feature: one point emphasized in Maxim's health care case is to give full play to the professional functions of pharmacists. The role of pharmacists is different from that of traditional pharmacies. They play a professional role in patient care. For example, during the "Hypertension Professional Health Care Case" activity, all customers of Maxim's Pharmacy can get free detection, consultation, guidance and follow-up on hypertension provided by Maxim's pharmacists, including: teaching how to use drugs correctly and the importance of following instructions; Regularly follow up the compliance and side effects of drugs; Provide health information and patient education related to diseases such as hypertension. What's even more rare is that Maxim's nursing case has a complete standardized process, and the clerk in the pharmacy only needs to receive training and then implement it.
Keywords: 4: Specialized service marketing
Wan Jia Xin Ying believes that drugstore services under the concept of "great health" should pay more attention to developing personalized services on the basis of professional services. First of all, according to the ability of the pharmacy's own professionals, personalized service items are set up, such as "pharmacist's medication guidance", "doctor's disease diagnosis and treatment consultation", "psychological consultation", "dietary nutrition consultation" and "health rehabilitation consultation" and so on. Secondly, there are two main forms of providing services. One is to carry out the above services in pharmacies for a long time or (and) regularly, such as by pharmacists and doctors for a long time, and by nutritionists, health care professionals and psychologists on a regular basis according to specific conditions. Second, organize more professionals to visit the community regularly to provide personalized services face to face with residents in need; Provide direct and regular door-to-door service for sick residents with mobility difficulties. Wan Jia Xin Ying stressed that in order to better carry out personalized service, pharmacies need to establish personalized service files of all kinds of customers, including general information of customers, such as name, address, contact information, service requirements, service personnel, etc., and require pharmacy professionals to quickly check the personalized service files of customers, so as to serve customers regularly and on time.
The road to a big health pharmacy, despite many difficulties and hardships, is an active attempt by pharmacies under the new situation and fierce competition, which may be successful or unsuccessful. But in this era of reform and innovation, drugstore operators can only break through if they dare to explore, and only have a dead end and wait and see. Li Bingyu