Optimization Of Training Strategy For Prescription Drug Distributors In KM Company

As a typical enterprise acting as an agent for prescription drugs in Sichuan Province,KM Company was established in 2010.During its 12 years of operation and development,the agency service in prescription drugs at the provincial level,under the Marketing Department,has become a core business area of the company.This agency service in prescription drugs is provided via a dealer network covering a wide range of markets,whose strategy is to contact public hospitals in Sichuan,then to boost the sales through product promotions,and ultimately to increase the market shares.The company,guided by the corporate strategy of“management on behalf of service”,mainly adopts the method of dealer training in both team management and product promotion in terminal markets.Therefore,how to improve the quality of dealer training in increasing the sales volume of terminal products is the top priority of the company.The early form of KM Company’s training strategy for distributors has much reference to academic promotions based on the evidence-based medicine evidence of prescription drugs since the 1990 s.However,this original training strategy based on academic promotions began to fail with the emergence of the national centralized procurement of drugs in batches,the strict implementation of the three-doctor-supervision policy and the subsequent massive changes in the sales policy of prescription drugs in hospitals.The main problem facing the company is how to further improve the training effect in the complex and changing industry environment,so as to achieve the goals of improving dealers’ comprehensive ability and increasing product sales.Taking the dealers in KM Company as its research subjects,this thesis examines the dealer training strategy through semi-structured interviews and a questionnaire survey.Through the in-depth interviews,it was found that the current problems in the training of dealers mostly exist in the following aspects:training content failing to meet the actual needs of dealers,ineffective training methods and the lack of training personnel.By conducting a questionnaire survey on existing dealers,specific problems in training content,training methods,training personnel ability and other aspects were found.Specifically,the training content needed by dealers was not provided in a scientific way,and targeted training strategies were not formulated considering the up-to-date industry changes.After revealing the existing problems in the dealer training program and the possible causes,this thesis optimizes the original dealer training strategy of KM Company and formulates a new one from the aspects of training content,training method and training personnel ability,which was fully implemented in 2022.After analyzing relevant data and statistics,it was found that the implementation of the optimized dealer training strategy contributes to a significant increase in the company’s prescription drug product sales.Based on marketing and training theories,combined with the development needs of KM Company’s dealer training,this thesis proposes optimization measures in the training strategy of distributors in provincial prescription drugs,and analyzes the actual implementation effect.The research results are feasible and scientific to a certain extent,which enhances the quality of KM’s dealer training,and thus provides a strong guarantee for the development of the agency service in prescription drugs at the provincial level.