Satisfaction marketing theory into a system

As we all know, the previous 4P theory is composed of products, prices, channels and promotions. With the upgrading of marketing theories, the new 4C theory will be the customer's needs and desires, the willingness to pay for the cost, accessibility to meet the convenience and communication has been Gradually replacing 4P, its biggest change is to place the customer's position at the highest point.

At the same time, in addition to the 4P theory gradually upgraded to 4C theory, the traditional sales and current marketing have a big difference. Peter Durak said that some sales work is always important, but the purpose of marketing is to make marketing unnecessary. The purpose of marketing is to deeply understand and understand customers, so that the products or services are completely suitable for his needs and form products for self sales. Therefore, marketing is consumer-centric, competition-based, and coordination as a means to gradually achieve satisfactory marketing.

After the pharmaceutical companies understand the concept of these theories, they also need to step by step to use different thinking to seek opportunities, such as positive thinking, also known as opportunity thinking. This thinking is professional and offensive, and its goal is to maximize the opportunities; You can use reverse thinking, also known as problem thinking, which is an instinctive, self-defensive thinking whose goal is to reduce losses.

Under positive and negative thinking, there are bound to be many marketing opportunities. For example, Banlangen granules and antiviral oral liquids seize unexpected incidents such as SARS and epidemic arrhythmia; influenza drugs seize market changes such as seasonality. The opportunity; while Hua Tianbao is seizing the opportunity of competitors and so on.

Although pharmaceutical companies can use positive and negative thinking to find opportunities, how to expand customer acceptance and customer satisfaction requires pharmaceutical companies to conduct satisfactory marketing. Because "satisfaction with marketing" is market-oriented, customer-centric, and the product's perceived effectiveness tends to meet or exceed the marketing activities that customers expect to receive. Therefore, the product must be characterized, and customer acceptance must be increased. Customer Satisfaction.

And “customer satisfaction” refers to the feeling state formed when a customer compares all the benefits expected by a product with their expectations. The theoretical basis of customer satisfaction is the theory of “delivered value”. As the following formula:

Customer Satisfaction = Customer Acquires Customer Expectations

Customer Delivered Value = Total Customer Value - Total Customer Cost.

Achieve customer satisfaction with the marketing strategy: determine the target customers; increase customer value; reduce customer costs; improve customer loyalty.

The key to marketing is: repeat purchases - loyalty - satisfaction.

Grasp the key points to achieve marketing goals

When carrying out satisfactory marketing, pharmaceutical companies must also clearly understand the major factors they contain, such as supply chain, customer value, and marketing system.

Distinguish the supply chain relationship

The supply chain refers to the network structure consisting of raw materials suppliers, manufacturers, distributors, retailers, and end-consumers involved in the production and distribution of products through the connection with the upstream and downstream members, ie, the materials A network of companies and business departments involved in the process of obtaining, processing, and delivering finished products to users. It's like a big, leafy tree: the production company forms the root; the exclusive agent is the main pole; the distributor is the branches and the treetops; the green leaves of the trees are the end users; the roots and the main pole, the branches and the One node of the pole contains a series of circulations, and the context of common communication is the information management system.

It is centered on core enterprises, through the control of information flow, logistics, and capital flow, starting with the purchase of raw materials, making intermediate products and final products, and finally sending the products to the hands of consumers by the sales network. Distributors, retailers, and end-users are linked together into a functional network structure.

The concept was developed from the concept of Extended Production, which extended and postponed the production activities of the company. Supply chain is an interface formed between customers and suppliers through a series of activities such as Plan, Obtain, Store, Distribute, and Serve. So that companies can meet the needs of internal and external customers. There are differences between the supply chain and the concept of sales channels in marketing.

The supply chain includes all companies and companies involved in the supply, production, distribution, and sales before the product reaches the customer, so its definition covers the concept of sales channels. The supply chain attaches equal importance to upstream suppliers (supply activities), intermediate producers (manufacturing activities) and transporters (storage and transport activities), and downstream consumers (distribution activities) (see the figure below).

Customer Value Achieves a Sense of Belonging

The customer value refers to the pharmaceutical company to put the customer in the first place in the management system, so that customers in the psychological sense of identity and belonging to the company, and then produce a customer satisfaction with the group network effect.

For OTC drug companies, the supply chain is our customers, which include suppliers, manufacturers (shareholders, employees), distributors, retailers, consumers, governments, media, and the public. Customer value mainly includes: product value (safe and effective), service value (high quality free), staff value (professional focus), image value (responsibility justice).

In fact, in the marketing concept of customer value, it also contains many value chain value-added activities. Such as basic value-added activities, ie, production and operation activities (production, storage, transportation, sales, after-sales); supplementary value-added activities, ie, organization and management activities (including organizational structure, human resources management, technology development, procurement and supply management, etc.); outside the value chain The relationship between the government, public interest, employees, shareholders, distributors, suppliers, and customers on the value chain; partners on the chain, such as each downstream object forming customer relationships with upstream members.

Improve the system into a marketing tool

Pharmaceutical companies need to understand their systems and their main elements while using satisfactory marketing: the goal is the premise, that is, the customer expectations; the distribution is the key, such as the designation of ideas; the policy is the guidance, the action plan; the distribution is the basis, that is, the customer experience. And the benefit is protection, that is, the customer gets; the team is the core, like learning and growth; the customer is the terminal, the brand premium.

Under these major elements, pharmaceutical companies need to pay attention to the fact that customer loyalty in the satisfaction of marketing is the ultimate goal of this marketing concept. This can be seen in many promotional slogans such as "If you are satisfied, please tell your friends; if you are not satisfied, please let us know" and so on.

However, because customer satisfaction is the premise of customer loyalty to the brand, only customers who are satisfied with the pharmaceutical product or service may become loyal customers before they can accept, disseminate, and recommend. Therefore, the ultimate goal of satisfying customers is to cultivate customer loyalty. A successful pharmaceutical company must have a large number of highly satisfied customers and loyal customers to develop.