渠道信息管理-康德乐中国-CardinalHealth.PDFVIP

Channel Management Intelligence: The Cardinal Health China Advantage 渠道信息管理 - 康德乐中国 Overview Outlook 服务简介 With the rapid development of China’s healthcare industry, global and 随着医疗保健行业在中国市场的高速发展，国内外医药厂 domestic healthcare product manufacturers face increasing challenges in 商在渠道信息管理方面，也面临着越来越大的挑战，突出表现在: channel information management: • 行业集中度低,商业渠道复杂：全国有10,000多家的医药分销商； • Low healthcare sector concentration: over 10,000 healthcare distributors • 终端客户量大而分散：全国有20,000多家医院，70,000多家乡 • Highly fragmented terminal channels: over 20,000 hospitals, 70,000 rural 镇社区医疗卫生机构以及近400,000家药店； community healthcare institutions, and nearly 400,000 pharmacies • 行业基础信息标准化程度低，更新不及时：没有统一的管理 • Little standardization of basic information and slow updating: lack of a 机构，制定行业基础信息的编制规范，并定期审核，发布相 central authority to establish coding standards for industry master data or to 关的信息更新； facilitate regular reviews and updates • 信息技术平台繁多：各家经销商和IT公司开发了不同种类医 • Numerous IT platforms and solutions: distributors and IT companies develop 药行业ERP系统，但普遍存在通用性低，覆盖面不广的情况。 proprietary ERP systems but suffer from incompatibility and limited coverage 与此相对应的是，各大药厂为了不断扩大市场份额，都积极 At the same time, leading healthcare manufacturers are actively expanding 扩充医院销售团队和药店推广团队，并深入二、三线城市开发 hospital and pharmacy promotion teams, and exploring the market 当地市场。这些市场战略能否顺利实施，很大程度上取决于公 potential of second and third tier cities to increase market share. Timeliness, 司管理层获取渠道以及销售信息的及时性，准确性和完整性： accuracy and completeness of channel and sales information that reaches top management is a vital element in the success of such market strategies: • 及时反馈的渠道销售信息能够提高市场战略的执行效果 • 准确的渠道销售信息