Research On Optimization Of Performance Appraisal Scheme For Medical Marketing Personnel Of N Company

Since 2013,the pharmaceutical industry has undergone many great changes in less than a decade: anti bribery of medicine,two vote system,medical insurance reform,procurement with quantity,and drug centralized purchase.All these changes are a bombshell that subverts the original market model of the traditional pharmaceutical industry,resulting in a sudden break in the original marketing pattern and a sudden slowdown in the development of the industry.From the original annual growth rate of nearly 20% to less than 10%,with a sharp drop in profit margins,all enterprises in the pharmaceutical industry are also facing a major change.Pharmaceutical enterprises need to adapt to the new policy and industry pattern quickly to realize the smooth transformation of marketing mode and strategy.In the marketing behavior of pharmaceutical enterprises,marketing staff are the most critical factor.However,they have been accustomed to the traditional marketing mode of the pharmaceutical industry for many years,and enjoy the high salary dividends brought by the high growth of the industry.With the breaking of the original marketing pattern,the income of the marketing staff has also declined rapidly,which has triggered a lot of dissatisfaction,increased personnel mobility,and the unstable personnel structure has once again affected the sales performance of pharmaceutical enterprises at the terminal,making the marketing performance decline for the second time.However,if the assessment scheme is blindly adjusted to meet the high income needs of marketing staff,it may affect the performance and profits of the enterprise.Therefore,how to reasonably adjust the performance appraisal scheme of marketing staff to stimulate the subjective initiative of marketing personnel while meeting the development needs of enterprises has become a very concerned issue for many medical industry managers.Company N,where the researcher works,is a typical pharmaceutical enterprise that meets the above conditions.Due to changes in the general environment,Company N was not immune from the impact,and there were risk warning signals for both performance growth and personnel turnover.It has become one of the key steps in the development and transformation of N Company to quickly and reasonably adjust the performance appraisal scheme of N Company’s marketing staff.This thesis first discusses the research background and significance.On the basis of literature review and in view of the recent situation of N Company,it is analyzed that the existing performance appraisal scheme for marketing staff has a high degree of singleness and is difficult to adapt to the policy changes in recent years,which has caused the current situation of declining performance and large loss of team members.In combination with the assessment scheme of pharmaceutical enterprises commonly used in China at this stage,the in-depth analysis is focused on the performance assessment scheme and enterprise performance of two pharmaceutical enterprises with the same subdivisions as N Company.Through questionnaire survey,the weight of the assessment indicators in the existing performance assessment is evaluated and sorted,the key performance indicators are readjusted,and a new performance assessment scheme is optimized,including quantitative.Quantitative assessment is still taken as the main assessment indicator,but quantitative and objective data take into account the content of qualitative assessment and additional assessment at the same time.Under the premise of ensuring that the assessment results are as fair as possible,clear requirements are put forward for the ability of marketing staff to work together in a team and innovate in the new environment of the pharmaceutical industry.Not only pay attention to the assessment results,but also pay attention to the process of employee performance review and improvement,so as to meet the needs of employees’ personal development and enterprise development at the same time.In the process of promoting and optimizing the performance appraisal,a series of security systems were established according to the characteristics of the enterprise,which promoted the smooth implementation of the appraisal.Finally,use the interview method to communicate one-to-one with the marketing staff about the experience of the optimized performance appraisal scheme,so as to ensure that the effect of this study is not only theoretical,but also practical application in enterprise operation.