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药品作为一种特殊商品,不同于一般的消费品,它具有在医生指导下完成消费过程的特点,其销量的产生,受着医院医生的直接影响。在整个药品市场中,75%以上的销量产生在医院。医院成为众医药企业的必争之地,由此引起的激烈竞争,亦给医药企业在运作医院市场时带来了较大的难度。医药企业的销售人员普遍感到:做药品最难的是进医院,最重要的是临床促销,
As a special commodity, medicine is different from general consumer products. It has the characteristics of completing the consumption process under the guidance of a doctor. The sales volume of the product is directly affected by the doctors of the hospital. In the entire pharmaceutical market, more than 75% of sales are generated in hospitals. Hospitals have become a hotly contested place for public pharmaceutical companies. The fierce competition that this has caused has also made it difficult for pharmaceutical companies to operate the hospital market. The sales staff of pharmaceutical companies generally feel that the most difficult thing to do is to enter the hospital, and the most important is the clinical promotion.