As a very important promotion method for prescription drug marketing Frn: the organization of academic promotion conferences has a variety of forms. The frequency of the organized academic conferences is high and there are many forms. Roughly classified statistics can be divided into ten different types. In the form below, it is resolved separately:

1. Regional ST (Speaker Tour): Refers to regional academic seminars in the province. For example, in the Shiyan district of Xiangfan, held in Xiangfan City, Hubei Province on June 7th, this type of seminar was a symposium on gynecological products. We usually first consult the academic leaders of the local gynaecology field: What academic content do you want to hear? Would you like to go to a professor in the province to teach classes? Then, based on the specific situation of our products, the situation of KOL (Key Opinon Leader) training in the province, we choose academic topics related to our products, which are more interested in local customers. We will also give preference to our products for speakers. More inclined speakers. On the June 7th meeting, we invited professors from Wuhan Women and Children's Health Care Center to be speakers in Wuhan. The director of Obstetrics and Gynecology at the Xiangfan Central Hospital served as chairman of the meeting. The academic content included two aspects: one was the topic of interest to customers. It is used for pre-hype conferences to attract customers to the conference. The second section is a special presentation of our own products and the promotion of the promotion of academic viewpoints. Advantages of this type of academic promotion conference: Inviting customers to concentrate can be fully discussed, academic topics can be personalized, conference preparation can be carried out multiple times, and the cost of the conference is low; Disadvantages: It is difficult to get to well-known professors (area is too small, famous professors have no time to go ) This is not attractive enough for local customers; it is difficult to coordinate local hospitals (often a few local hospitals have a competitive relationship, it is difficult to coordinate the chairman).

2. Major Hospital Forum: refers to a nationally renowned hospital in a certain specialty area in the province as the organizer. We and the department jointly organize academic seminars, such as our cooperation with a hospital in Wuhan in the field of dermatology. The well-known dermatologists of the hospital were invited to conduct a half-day special academic report. At the same time, many customers who had studied in the hospital were invited to attend the conference, and they also visited the hospital department. Advantages of this type of academic promotion conference: With the help of the academic influence of large hospitals, the promotion work of this large hospital is well done; Disadvantages: The confirmation of academic topics is difficult, and the requirements of large hospitals and our own products need to be taken into account. Often these large The academic topics that the hospital hopes to discuss are far away from the hopes of our products. Customers' invitations need to be selective (some hospitals will not recognize the hospital).

3, provincial ST: refers to the province's scope of the topic of academic seminars, this should be the most common form of prescription drug promotion conference, such as the March 22 Wuhan Neurology products, March 29 Wuhan Dermatology products, May 24th Yichang Anorectal Products Academic Symposium in Hubei province is of this type. Of course, there are some slight differences. For example, on March 22nd, the Neurology Products Academic Conference was held in Jinan, Shandong Province, where we invited the KOL to be one of the speakers of the conference. This is mainly to consider our local speakers in this field. It was relatively strong. Last year, our local KOL was invited to go to Jinan, Shandong, to have lectures. So this time making such a choice is conducive to the mutual exchange between KOL; the dermatology products academic conference on March 29, we The team is the first time in this area to do academic conferences in the province, so we used the power of the headquarters marketing department, directly invited the product manager of the marketing department to help us conduct the invitation of the speakers, and at the same time we invited in the marketing department. The chairman of the Department of Dermatology of Hubei served as chairman of the conference; on May 24, the academic promotion conference of the province of Anorectal products was held in Yichang, mainly based on three considerations: 1. The number of clients covered by the product was relatively small. Conducive to our concentration in the field, the cost will not be too high; 2, the academic topics of the product is indeed less, you need to better attract customers from the meeting place 3, we had planned to invite a July 5 nationally known professors to give lectures in Wuhan province to do. The advantages of this type of academic promotion conference are: strong customer coverage, pertinence of academic topics, and the form of the conference can be completely led by us. The invitation of the conference speaker can be determined according to the specific circumstances, and the academic content has a very good continuity. The post-conference and post-conference work is conducive to full contact between the sales representative and the customer. Disadvantages: Time coordination is difficult and involves many aspects (chairman of the conference, local speaker, regional speaker). The conference venue can usually only be selected in the central city. For foreign customers to participate in the enthusiasm of the meeting, this form of meeting companies are using, the meeting is usually selected on the weekend, so often the same time many companies' meetings are held at the same time, many customers to attend to your meeting to see as It is for you to face and give you an opportunity; due to the cost involved in the travel of foreign speakers and foreign customers, the meeting cost is relatively high.

4. Regional level ST: Refers to a large-scale academic symposium. Usually our regional sales team serves as participants. The meeting is mainly coordinated by the regional market manager (RPM). On June 14th, we invited 14 customers to participate in the gynecological product academic conference organized in Nanjing. Advantages of this type of academic promotion conference: higher levels of academic content, more attractive speakers, the location of the conference and related content are more attractive to participating customers, can have a wider range of exchanges, there is a use of prescription customers The training; Disadvantages: limited number of participants, can only be the focus of the A-level customers, the meeting place, time, content selection becomes smaller, need to meet the requirements of the entire region, the frequency of the meeting is limited.

5. National ST: Refers to a national-wide academic seminar. On March 15th, our region sent two customers to Beijing to attend the national meeting for neurological products. Advantages of this type of academic promotion conference: Help us train regional speakers, help with the long-term cooperation of some key hospital departments, and use our next regional academic conference (for example, two customers attending the conference on March 15th) On March 22nd, we helped us organize a regional neurological product in the Shiyan region of Xiangfan, Hubei Province.) Disadvantages: The client's invitation to coordinate is difficult, and we often hope that the invited customers will not be able to attend the meeting.

6. The nationwide tour lecture site refers to the online video academic seminar held with the main conference venue. On June 28th, we just hosted the gynecological product network video conference. The meeting invited the famous American gynecology professor to give lectures in China, due to his schedule. Arrangements can not be made to all cities in the country. All the main venues are in Shanghai. Through the telecommunication video network, real-time online lectures and exchanges in the seven branch venues nationwide can be realized. Advantages of this type of academic promotion conference: You can hear the academic reports of the world's top experts, and you can ask questions and communicate in real time, and effectively solve the problem of limited participation of national ST customers. It should be said that it is one of the provincial ST and national ST. Effective integration; Disadvantages: After all, it is a video conference, there is no real sense of immersion, and the attention of customers is easy to distract. Because there are eight participants in the country at the same time, the exchange time is very limited.

7. The main venue for the national tour speeches, this opportunity is unforeseen for Wuhan, the company's digestive products due to the dynamic group in the country's team leader in Wuhan, so on February 28, Wuhan has the opportunity to The main venue of the country, the neighboring provinces or send people to attend, or participate in the video network. This kind of meeting is very helpful for the hospital promotion of the product in Hubei Province as a whole!

8. Participation in regular academic exchanges organized by regional societies refers to the academic reports that are conducted through participation in the activities of regional societies. For example, we participate in periodical case seminars of the Wuhan City Neuroscience Association and communicate with the relevant chairpersons. Arranging a case discussion with a disease-related issue in our hospital, which not only supports the academic activities of the Institute, but also promotes the academic promotion of our products, achieving a win-win sales.

9. The participation of regional academic conferences refers to participation in academic conferences organized by regional societies. For example, on June 14th we invited professors from Wuhan Union Medical College to serve as conference speakers for the Jingzhou Regional Gynecology Symposium. On July 19 we also The professor of Wuhan Tongji will be invited to serve as the conference speaker for the Annual Meeting of Digestive Science in Yichang. When discussing the invitation of the relevant speaker with the local host, we will try to ask the customers who we invited to speak about the topic to be related to our products. Related to the field of treatment involved. At present, the participation of such regional academic conferences has a feeling of "chicken ribs", often setting up exhibition booths, paying for some sponsorships, and pulling up banners and the like. The promotion effect of products is not obvious, and the investment is relatively large. The sponsorship of the relevant speakers should be a good choice to achieve a win-win result: the organizers of the regional academic conference, speakers, and ourselves.

10. The participation of national academic conferences refers to the academic promotion activities conducted at national academic conferences. For example, an international gastrointestinal motility forum was held in Wuhan on June 21-23. The marketing department of the company participated in the full support and was present at the conference. With the company’s product satellite association, our Hubei sales team was responsible for the tea breaks of the conference and used three aspects to make contact with the participating clients: First, the conference booth services, customers can participate in our exhibits to participate in many of our designs. Formal games; Second, the tea breaks of the meeting; Third, all our target customers are invited to attend the satellite meeting. This type of academic promotion activity has a wide coverage and can form a great product promotion trend. It is beneficial to the promotion of the brand image of the company and its products. The biggest drawback is that it takes time, effort, and money.

For prescription drug marketing, understanding and mastering these ten forms of academic promotion conferences is very important, but I think there are four problems that are more worth our thinking: 1. What should we do for different products and different promotion periods? Choose a more appropriate form of academic promotion meeting; 2. How long-term academic promotion of products can best combine these promotion activities; 3. How to regionalize and localize promotional activities designed by the Central Market Department so that they can better serve regional sales? 4. How to organize the limited members of the coordination team to complete 25 sessions of 10 different types of academic promotion meetings within 6 months.