Kick the baby "Medical formula behind" Inside Story of marketing – med
"The doctor every one to enterprises maternal personal information, will be ranging from 10 to 30 yuan a 'take a single charge'. If successful, the company recommends pregnant women to buy products, will be 60 yuan more than 'costs continued to eat'. "… …
Guide maternal breastfeeding is the bounden duty of medical staff, but in the interests of the penetration, some health care workers give up their fair share of things to start with Milk powder "Spokesperson." Some of the milk producers and the "angels" Why is there between such a deal? This reporter recently conducted a survey.
Hidden "benefit chain" "Companies to doctors money, ask the doctor to dinner, gifts, some doctors moving the center to provide the list of pregnant women is not difficult."
Recently, a milk powder production in a domestic enterprise as a "medical director" of the officers to come forward to say that from the year before last in the company of their choice for the pilot cities of Taiyuan, by providing rebates, etc., "buy" section maternal medical staff access to information, and to promote maternal and recommend the business products, ranging from the amount available to return.
The "medical director", said her hands more than 20 "medical commissioner," closer relationship with the doctor in charge. For some "key" Doctor, the company also lists special expenses for the doctor's "daily emotional contact" to achieve "more new customers, number of customers continued to eat" effect.
According to reports, the company developed a well-established rules and regulations, and open up "medical access" to more specific provisions:
Company's goal is "pervasive." County and cities to seek prenatal clinics, B super room, obstetrics, paediatrics, child protection Division, Fang Baoke health care workers to establish "good" relationship, and through their gifts to pregnant women, to market their products.
Above sections of products on the "preferential" consignment, or by the medical samples distributed free of charge to pregnant women, the doctors in the payment of milk samples or products discount card, you must say "so and so is mother and child drink milk powder, milk children drink this brand of clever and cute. "
Business run by "parental Salon", asked the Medical Commissioner "choose the most well-known local pediatrician or Cooperation Hospital prestigious experts ", and the week before the event" and the instructor to communicate the content to determine the instructor lectures and product integration ", to" increase the rate of secondary continued to eat. "
In the "medical director" to provide information on corporate training session, the reporters saw, discount cards, special issue of nutrition, child-care manuals are all classified as corporate promotional promotional items, issued by the medical staff to pregnant women, Use a column marked "Recommended product help doctors better powder."
The "medical director", said before she left this enterprise where development co-operation in Shanxi Province, nearly 400 health care institutions, its in the production of a certain brand of baby milk powder continue to buy more than 30% rate of individual The hospital will also be listed as only "access" brand. As the direct benefit of this approach, the company has this experience to promote the country's 18 provinces.
"Baby's first taste of breast milk are in the hospital, the occupation of the medical channel, basically win the big market." Whistle-blowers, said even if the baby is breast-feeding at 4 months should add complementary feeding, In about one year old to stop breastfeeding, enterprises can also be affected by the medical channel their parents, so that they choose complementary feeding and weaning Food Greater choice when the enterprise's products.
"Commission fees to the doctors virtually passed on to the consumer's head." Whistle-blowers revealed that, due to huge medical expenses channels, enterprises in order to maintain profits, milk prices continued to rise. Price adjustment formula several times in recent years, among them the reasons for this.
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