Database marketing of pharmaceutical investment enterprises

Database marketing of pharmaceutical investment enterprises Now almost all chain stores are trying database marketing, but the intensity and depth of implementation are different. For pharmaceutical investment terminals, many chain stores just apply for a membership card to the customer and enjoy the corresponding points or preferential policies. Others The marketing methods have not been utilized. It can be said that this should not be called database marketing at all.

First, data classification. It is believed that no industry database classification is more important than pharmaceutical chain database classification. It not only needs the most basic “last purchase, purchase quota, purchase frequency” and other factors to classify, but also classifies the categories of drugs purchased by customers. For example, some customers are cardio-cerebral vascular customers, and some routinely use drugs. Customers, some cosmetic clients, some infant drug clients, etc. Moreover, these data may need to be updated at any time, because customers will change or strengthen the drugs according to different conditions of the disease. Therefore, no one industry should pay more attention to the data update than the pharmaceutical investment chain.

Second, information flow. Establishing a database is not a goal. The goal is to use a database for marketing activities. Marketing requires the flow of information. Of course, there are many ways to convey information, including MAIL, E-MAIL, SMS, telephone, and radio, but the most used database marketing is text messaging and telephone. Because the biggest characteristic of database marketing is to provide differentiated services, that is, to convey different information for different types of customers based on the classification of pharmaceutical investment database.

Third, logistics. Drug delivery will be one of the services provided by the pharmaceutical investment chain, and it is especially necessary to provide such services to customers with higher loyalty. Because some customers may not be very convenient to buy behavior, they need this service model, but in the check of the specific circumstances of the purchase of drugs will become particularly important.

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