Competition Strategy

Sales management in new industrial environment

Chinese medical industry has entered a highly sensitive new period in recent two years when joint funded pharmaceutical companies hold their nerve of “compliance” all the time. From promotion of code of conduct to improvement of sales management system, from market activity type to expenditure structure and direction, pharmaceutical companies have carried out a bold and resolute reform on themselves. Promotion model conversion and industry unrest have raised new requirement and standard for medicine salespersons and higher requirement for sales management.

In view of market performance of top pharmaceutical companies in recent two years, it is found that, although most of them saw a dramatic decline in their business, some remained in growth trend. What is the reason? How to carry on sales in the new environment? How to manage sales in the new environment? How to achieve the maximum sales efficiency in the premise of compliance? Taking these into consideration, C&E selected more than ten pharmaceutical companies to make a deep study of their business growth and sales management in recent years by holding a large number of interviews with their marketing, sales, sales management, legal affair, training and HR departments and making a comparative analysis in such aspects as salary and welfare, team management KPI, talent training and incentive plan, expenditure and promotion of code of conduct in combination with the investigation result on 175 clinical experts in first-tier and second-tier cities in China to finally arrive at the key factors on medicine sales performance and efficient salesperson management strategy in the new environment.