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Good for: Rapid growth in net income New rural cooperative coverage
According to the data released by the Department of Rural Economics of the National Development and Reform Commission, since the reform and opening up, great changes have taken place in China's rural economy and society. Farmers' income has grown steadily and their living standards have gradually increased. Per capita net income of farmers increased from 133.6 yuan in 1978 to 4140.4 yuan in 2007, an average annual increase of 138 yuan, calculated at comparable prices, an average annual increase of 7.1%. Among them, from 2004 to 2007, the income of farmers was in a period of rapid growth. During this period, the government formulated a series of policy measures, including the elimination of agricultural taxes and special agricultural product taxes, the implementation of direct grain subsidies, and comprehensive subsidies, which greatly mobilized the enthusiasm of farmers for production, broadened the ways for farmers to increase income, and farmers’ income growth accelerated gradually. Net income growth is above 6%, with an average annual growth of 7.5%. In 2007, the growth rate of net income of farmers reached 9.5%, which was the highest point in the past 10 years. Farmers' net income increased by more than 300 yuan for four consecutive years.
According to the statistics of the Ministry of Health, as of September 30 this year, the number of counties (cities, districts) nationwide that carried out new rural cooperative medical systems reached 2,729, and the number of participating population was 814 million. This year, 710.02 billion yuan had been raised. The expenditure of the national cooperative medical funds in the first three quarters The total amount was 42.91 billion yuan. In the first three quarters, the country benefited a total of 369,835,500 people. In addition, in accordance with the country’s overall plan for increasing investment, stimulating domestic demand, and focusing on basic construction projects, the Ministry of Health has secured 4.8 billion yuan in funds, which is mainly used for the basic construction of basic medical and health institutions in rural areas. The current arrangement is 4.8 billion yuan. All have been released. The new rural cooperative medical system that was formally launched in 2003 was fully covered in the first half of this year.
Promotion: Increased consumer demand Increased brand awareness
Due to the continuous increase of farmers’ income, the NCMS has achieved full coverage, and the increase in financial subsidies and reimbursement ratios at all levels has stimulated the increase in the demand for farmers’ medical consumption.
At the forum organized by Ruizhiyuan (Beijing) Management Consulting Co., Ltd., a report on the examination of basic drug use by rural residents conducted by the New Rural Cooperative Network and the "Guideline for the Use of Clinical Basic Medications by Rural Doctors in China" was published. According to the report, rural doctors prescribe 41.18% of drugs for prescription drugs between 10 and 20 yuan, and 19.61% for 20 to 30 yuan. The three factors most considered by rural doctors when prescribing patients are drug efficacy, side effects, and prices. Concerned about the degree of cost-effective drugs have greatly improved.
For medicines with more than 50 yuan, 33.33% of rural doctors will prescribe for patients with a definite curative effect. 50.98% of township doctors will select according to the situation, and 13.73% will definitely not. A survey in 2000 showed that even if the price of the 50 yuan prescription was in some county-level hospitals, it was difficult for farmers to accept it. Considering that the main determinant of rural residents' drug consumption is the prescription of rural doctors, it can be seen that the medical expenses of rural residents have risen significantly, the degree of concern about prices has decreased, and at the same time, the degree of attention to the quality of drugs has increased significantly. The examination report also shows that penicillin still occupies a very important position in common antibacterial drugs in rural areas. The application level of cephalosporin antibiotics is already close to the central city, and farmers’ awareness of brand drugs has also increased a lot.
Zhang Fumin, deputy general manager of the Beijing Good Doctor Medical Education Center, said that during the training of appropriate technical training at the grassroots level, they found that with the increase in farmers’ income, the demand for medications has undergone tremendous changes. They are not satisfied with conventional cheap general medicines, and they are High-risk diseases such as hypertension, which were previously unknown, have gradually become more important. Farmers have seen a significant increase in the proportion of medical treatment and drug purchases at village and township medical institutions.
Waiting for change: Third terminal development Sales model transformation
With the gradual increase in the importance of the pharmaceutical sales market in rural areas, the changes in rural drug habits, and the strengthening of farmers’ health awareness, the sales model of the third terminal rural market is changing. The product group sales and health education for the third terminal The promotion model may prevail.
Zhang Fumin found that "disease service packages" are very popular with farmers. For example, diabetes service packs, including blood glucose test strips, hypoglycemic drugs, blood glucose meters, BCI card, and appropriate technical training courseware, he believes that the use of third-party forces to conduct medical education for rural medicine is currently more suitable for rural characteristics of drugs Sales model. Through education and training, standardize the treatment behavior of township doctors, guide rural doctors' prescription habits, promote product promotion through appropriate technical service packages, replace commercialism with academicness and authority, and establish a sense of trust and product of rural medicine. Acceptance. Taking the service package sales as a breakthrough, establish the reputation of the product, realize repeated purchases, and increase loyalty.
The third terminal research expert Zhu Shanshan also pointed out that when exploring the transformation of the marketing model of grass-roots doctors' health education, enterprises should carry out two-level health education for grass-roots doctors and rural residents according to the state of the company's resources, and popularize it with academic promotion. Leverage government resources. These jobs can also cultivate the market and pave the way for sales.
In the conversion of the marketing model, it is also necessary to integrate the product and sales team. I wish Zhu Shanshan to suggest that companies establish "product groups" suitable for sales in the target market, adjust the profits of various products in the "product group", and maximize the efficiency of "product groups." The marketing team of the company is accordingly adjusted to operate according to the product by the market operation. Since the new rural cooperative medical system is mainly at the grassroots level, the industrial enterprise must concentrate its superior resources. For example, to establish a preferential policy for “pro-terminal businessâ€, that is, the greater the proportion of terminal sales in sales, the greater the support that should be obtained. Whether a company conducts terminal health education on its own or uses third-party forces, it must be determined according to the actual situation of the company.
Under the new medical reform background, the rural drug market has once again become a hot spot in the industry. At major forums held at the same time as the drug trade fair, the industry conducted in-depth discussions on the changes in the rural economy, the new characteristics of rural drug use, and the changes in the drug sales model in the rural market.