The "Blue Book of China's Pharmaceutical Market Development in 2018" shows that in the first half of 2018, China's pharmaceutical terminal market sales were 859 billion yuan, a year-on-year increase of 6.9%, of which retail pharmacies terminal sales of 195.4 billion yuan, an increase of 7.8. %. The value of pharmaceutical retail data is huge, but the use of retail pharmacy data, intelligent operation, and smart marketing have to be improved. The pharmacy smart sales system "Smart Wheat Engine" helps retail pharmacies to accurately market by analyzing patient medication data. Today, Zhimai Engine cooperates with nearly one hundred chain pharmacy companies, covering more than 10,000 stores, managing 18 million members, and the amount of data reaches 500 million, which significantly improves the customer's return purchase rate and sales of cooperative pharmacies. How does the "Chi Mai Engine" do it? Founder Liu Quan accepted an interview with Arterial Network and shared his views on the pharmaceutical retail industry. Intelligent system instead of labor, Unicom pharmacy and pharmaceutical companies Zhixiang Health Technology (Beijing) Co., Ltd. was established in March 2015. In 2017, it launched the SaaS platform linking the pharmacy and pharmaceutical companies, Unicom's data, service and marketing - "Chi Mai Engine". For pharmacy, provide data analysis, membership management, clerk points, product marketing and other services. For drug companies, help them to deliver marketing tasks, track sales data, and train staff training. Liu Quan, founder of Zhimai Engine, is a master of pharmacology at Peking Union Medical College. He has 12 years of experience in the pharmaceutical industry and is a second entrepreneur. He used to be the executive director of the brand planning department of Tasly Holding Group and the director of marketing communication in the United States inVentiv Health. (Liu Quan, founder of Zhimai Engine, for the interviewee) Liu Hongyan, co-founder of technology, has 9 years of experience in big data model and enterprise application development. He used to be the leader of the US Qilin Yuanchuang Development Group to develop multi-tasking systems for large multinational enterprises. Zhao Xi, Vice President of Operations, has 9 years of experience in market communication and operation in the pharmaceutical industry. He used to be Assistant General Manager and Operations Director of Beijing Borui Kaizhi Advertising Co., Ltd., and is a media project manager of Meding/Time and Space. Wang Jun, Vice President of Business, has 13 years of experience in marketing, sales and corporate management. He served as Assistant General Manager of the US-China General and General Practice Clinic and General Manager of the 3M Olympic Program. Regarding the starting point of this product, Liu Quan talked about his work experience in the pharmaceutical company. "At that time, my company had more than 10,000 employees and the sales team had nearly 7,000 people. I summed up the main characters involved in sales. Four aspects: first, the maintenance of customer relationship; second, data, including store coverage, sales volume, customer characteristics, etc.; third, service, which provides professional services for patients or customers; fourth, marketing, is aimed at customers. Group sales activities. The maintenance of customer relationships is irreplaceable, and the other three levels can be replaced by the system, even better than people." “This involves sales efficiency issues because pharmacies and pharmaceutical companies are highly fragmented. There are nearly 460,000 pharmacies across the country, half of which are single pharmacies, and there are more than 4,000 pharmacies on the other end. There is a large amount of information, services and marketing that needs to be communicated and communicated. The traditional model relies on people as an intermediary, and we solve the problem of connecting pharmacies and pharmaceutical companies through a set of intelligent systems.†Liu Quan said. Core functions are based on a deeper understanding of the pharmaceutical industry At present, as an intelligent operation system for pharmacies, Zhimai Engine has three core functions: Pharmacy Service System: It mainly manages the medication process of members, including notification of medication methods, treatment of adverse reactions, and management medication compliance. Smart Marketing Engine: Through the analysis of pharmacy customers' repurchase time, user value, purchase preferences and associated sales, the smart marketing engine can accurately filter members by label (disease, drug, purchase time, member value, preference, active status). Each store staff is assigned a marketing task type (WeChat phone return visit / SMS / coupon) to guide the clerk associated drug and member marketing strategy. Category Analysis Engine: Provides product category optimization programs for commodity purchasing departments through analysis of different manufacturers, drugs, prices, and profit intervals. (Chi Mai engine clerk interface) Speaking of the advantages of its products, Liu Quan said, “Pharmaceutical retail is a very professional and complex job involving pharmacy, service and retail. Because I am a pharmacological student, plus the core team in this field. Experience, so we will have a deeper understanding of the pharmaceutical industry, pharmaceutical services and the drug itself, and introduce a drug repurchase model, a smart category analysis engine, etc. We transform the data into specific marketing actions, and the actual help of these products to the pharmacy is also It will be bigger." "A team born out of software development will solve the problem from a technical point of view. We are solving the problem of cross-domain communication between pharmaceutical companies and pharmacies from the pharmaceutical industry itself, rather than focusing on a range of pharmacies. This is our product. Advantage is also a position in the future." Liu Quan said. After a year and a half of development, Zhimai Engine has nearly 100 chain drugstore companies, including 22 top 100 chain drugstores, covering more than 10,000 stores and managing 18 million members. Billion. The application from the pharmacy proves that the Zhimai engine can improve the second-time repurchase rate and single-store sales of the chain customers. For example, the customer's return purchase rate before a chain is less than 20%. After the online wisdom engine is launched in March 2017, the sleep user activates. The rate reached 21.3%, and the customer return rate increased to more than 25%. In addition, the sales growth rate of another chain was less than 4% before the launch. After the online Wisdom engine in April 2017, the average sales of single stores increased by 14%. Online and offline integration, opening a new mode of pharmaceutical retail It is reported that in January 2015, Zhixiang Health Technology Co., Ltd. received a 6 million yuan angel investment from Hongli Venture Capital. In January 2017, “Zhimai Engine†received nearly RMB 10 million Pre-A round of financing from Qingdao Luxin Gallium Fund of Luxin Venture Capital. Currently, the company is seeking a third round of financing. The current business model of "Chi Mai Engine" is the pharmaceutical company marketing fee + product agent sales commission + pharmacy service fee. This model is based on the prediction of the market for each business module. The market capacity of pharmacy SaaS services (excluding ERP) is only 200 million yuan in 2022. The proportion of marketing and promotion expenses of pharmaceutical companies in retail pharmacies is relatively high, accounting for about 20% of operating income. At present, the retail sales of pharmacies nationwide is about 500 billion yuan, and the marketing and promotion expenses are equivalent to 100 billion yuan. In addition, product agency sales accounted for more than 100 billion yuan in market capacity. For the future development plan, Liu Quan said, “At present, we are already in the leading position in the industry, so we hope to become the leader of this medical wisdom retail through the next development. In the next few years, our expectation is to cover 80,000. The pharmacy of the family has reached 100 companies and achieved a revenue of 100 million yuan. The "Chi Mai Engine" is finally positioned to open a smart marketing platform for medicine + medical + insurance and establish cooperation with 100,000 pharmacies." In terms of product upgrades, Liu Quan said, “Our intelligent operation system actually transfers the traditional human-dependent work to the system to achieve intelligent process. For example, category optimization, this work depends entirely on commodities. If the purchasing department conducts manual calculations, it is difficult to achieve complete and accurate analysis. We hope to make this system more and more intelligent, and the workload of the pharmacy can be greatly reduced in the future." "In terms of breadth, there will be extensions of functions, such as inventory management, automated smart retailing, and face recognition. We are already in the layout, we don't do face recognition ourselves, but we will target the identification. Content push provides solutions. In terms of depth, we will gradually turn the manual function into automation through the intelligent system based on big data. In addition, we plan to gradually intervene in the marketing of pharmaceutical companies, and connect the needs of both ends through the system. To bring matching of traffic and resources to pharmacies. But our core business is still concentrated in pharmacies, helping to transfer information, data and services between pharmacies and pharmaceutical companies." Liu Quan also shared his opinion on the pharmaceutical retail industry with the arterial network reporter. "At present, the sales model of pharmaceutical stores in the pharmaceutical industry is more traditional. After the emergence of the new retail model, there will be a stage of gradual integration, the future of online and offline. The boundaries will become increasingly blurred. In the long run, our system will help pharmacies and pharmaceutical companies to adapt their product marketing to such a convergence. Although the pharmaceutical industry is relatively traditional and conservative, regulatory requirements and specialization are high. But we will help pharmacies and pharmaceutical companies transform in this direction." Chaga Mushroom Extract,Edible Fungus Extract,Mushroom Extract,best chaga mushroom extract,inonotus obliquus extract Shaanxi Zhongyi Kangjian Biotechnology Co.,Ltd , https://www.zhongyibiotech.com
Covering 10,000 pharmacies, how can the wisdom marketing platform “Qimai Engine†solve the pain of pharmaceutical retail?