In order to ensure passenger flow and increase sales and maintain the connection with customers, pharmacies are shifting to online, and online and offline are fully integrated to complete the omni-channel layout. In this process, using O2O, B2C, communities, WeChat applets and other channels as carriers, in just one year, the tradition has been subverted, and marketing methods have also been changed.
The rapid development of pharmaceutical O2O
2020 is a year when the "Internet +" business model is fully integrated with the pharmaceutical retail industry, especially the rapid development of pharmaceutical O2O. For example, Gaoji Medical`s online channels are mainly divided into two types. One is to achieve cross-provincial and cross-regional distribution through multiple operating platforms in the B2C model; the second is to use Gaoji Medical`s urgent drug delivery to serve local customers in an O2O model. Mainly responsible for the area within 3 kilometers of the store's radiation range. Affected by the epidemic, cross-regional logistics has been restricted, and customer traffic naturally tends to the "local life circle" model represented by O2O business.
O2O traffic has skyrocketed. Take Yixintang's data as an example. Its O2O business includes third-party platforms and self-operated platforms. As of the end of the third quarter of 2020, more than 4,000 stores have launched O2O business, and the coverage is close to the total number of stores. 60% of it. From the July-September quarter of 2020, the sales scale of e-commerce business reached 46.95 million yuan, a year-on-year increase of 143.33% and a month-on-month increase of 47.94%. Among them, O2O business sales of 29.35 million yuan, compared with 16.68 million yuan of O2O business sales in April-June 2020, increased by 75.96% from the previous month, achieving rapid growth.
The O2O business model is also constantly expanding, integrating more functions on the basis of fast delivery, such as the O2O shopping mall mini program launched by the people`s pharmacy in 2020, which is committed to creating a private O2O for personalized membership services. The information system fully supports the undertaking of prescription outflow and exploration of commercial medical insurance cooperation models. The prescription drug order platform is connected to the third-party external medical platform to achieve precise drainage.
The Dilemma of O2O Development
Changes in consumer behavior have shifted passenger flow to pharmaceutical O2O, but it has also brought about some development problems:
First, can the service capabilities of pharmacies keep up with the rapid outbreak of O2O traffic? The layout of the store in the area, the sorting speed of front-line employees, the speed and attitude of the rider, and whether the packaging of private goods can protect customer privacy, etc., multiple details are intertwined, and errors in each link will affect the final effect. Customer satisfaction determines the store`s ranking and score on the O2O platform, determines the repurchase rate and overall sales, and chain pharmacies need to consider and implement them in place.
Second, although pharmacies are unwilling to give up the O2O cake, the products on the O2O platform generally have the characteristics of fewer varieties and low prices. Pharmacies face losses in the low-price competition, and some pharmacies are still hesitating whether to fully liberalize O2O traffic.
In response to the above problems, Jilin Yanbian Zhengdao Pharmaceutical Chain has done a lot of detailed work to promote the development of O2O, such as in-store promotion and drainage; through training to improve the speed of employee sorting, requiring employees to pack quickly within the specified time, do a good job of packaging, and purchase according to customers The drug provides humanized services, such as medication reminders, health reminder cards, etc.; the display distinguishes the position of each O2O platform rider to pick up the order, which is convenient for the rider to get in the store, cares for the rider, and enhances the rider's experience of picking up the goods.
According to Zhang Hong, general manager of Yanbian Zhengdao, after the O2O business has accumulated a stable flow for more than a year, Yanbian Zhengdao has increased the sales of related products according to the different purchase categories of customers, and the gross profit of the O2O sector has risen sharply. For example, for female customers, red dates and other non-pharmaceutical products with a strong sense of experience will be gifted, with a warm reminder card to show the advantages of the product, and instructions on how to match the medicine and food. Online customers rarely go straight to high-mao products. Only by enhancing the customer's sense of identity can increase sales. A good customer experience is an effective way to increase understanding and trust.
Community, let pharmacies penetrate into the community
Despite the rapid development of online business represented by O2O, there is still a certain difference between online and offline sales categories. Hei Yandong, the executive general manager of a chain in Henan, said that online sales are mainly young consumer groups. The sales volume of health care products accounted for 20%-30%, the sales volume of standing OTC accounted for more than 20%, and the sales volume of equipment exceeded 20%. The sales channels for prescription drugs are mainly offline, and the main way for the elderly to buy drugs is also offline.
In order to maintain offline sales, or to maintain a group of middle-aged and elderly customers with stable drug consumption, the most effective way is through community and member services. According to Liu Zhifang, Public Relations and Quality Director of Gaoji Medical North China Platform, offline stores enter the community and deliver through the store community, which facilitates the precise service of community stores to nearby residents. As of the end of 2020, each project company under the North China Platform of Gaoji Medical has established 800-1000 communities. Based on the huge community system, the live broadcast business of each project company has also achieved remarkable results, and online and offline joint efforts have promoted store growth. .
Heilongjiang Taihua Pharmaceutical has been insisting on delivering medicines 24 hours a day for many years. Customers communicate symptomatically with a full-time customer service pharmacist over the phone, and then place an order. The company's full-time distribution team is responsible for the delivery to the customer. Telephone fees and pharmaceutical consultation fees incurred in this process , The delivery fee is free. Relying on the customer group accumulated for many years of free distribution services, based on this form of social marketing, each store establishes a corporate WeChat customer group in its own business circle, and regularly and irregularly share products, disease knowledge, and medication consultation. Customers can order medicines in the group and deliver them by store employees in their business districts, thereby enhancing customer stickiness and making up for the disadvantages of the original 24-hour telephone delivery time for medicines and the lack of professional services by delivery personnel. Operation Director Xuan Lipeng said that in order to further increase sales, Taihua Pharmaceutical has strengthened interaction with customers within the company's WeChat customer base, and timely launched a marketing plan for spikes and groupings. At the same time, all employees have tasks and assessments to attract fans.
Digital system construction and consumption scenario expansion
Regardless of the marketing channels and methods, the long-term development is based on the accurate classification and service of members based on the construction of the pharmacy information system, and directly hits the consumption pain points. 2020 is also a year for pharmacies to comprehensively build the commodity management system, membership management system and other systems.
For example, common people's pharmacies combined with digital systems to further strengthen CRM functions. Use the big data platform to structure the unique ID of cross-channel and multi-type data such as API interface real-time transmission data, personal identification information data, and consumer data. It enables CRM to form a multi-dimensional membership label and predictive model, and then establishes a marketing-oriented, data-based, customer-oriented, and channel-monitored membership digital intelligent marketing, which effectively promotes chronic disease management coverage and service levels. The employee assistant APP continues to explore the initiative of front-line employees, and recommends accurate medication solutions for customers visiting the store based on the big data intelligent engine.
In addition, the common people`s pharmacy has also launched many innovative projects in 2020: deploying large-scale supermarkets, convenience stores, gas stations and other entities in some areas to provide medical retail services on a trial basis; undertaking Internet hospital drug sales, making stores become Internet hospitals for drug collection Pre-warehouse; cooperate with large community group buying platforms to pilot pharmacies as pick-up points for community group buying to increase customer flow in stores; cooperate with insurance companies to purchase medicine card business to provide merchandise services for their marketing customers. Guided by improving the coverage of residents and creating new ways of drainage, we constantly explore the potential health needs of customers.