Combining medication, these five points are easily overlooked!

Combination therapy is a sales strategy used by pharmacies, which allows stores to make multiple product profits simultaneously by allowing consumers to make only one decision during a transaction. However, knowing is easy, but doing is difficult. In actual sales, there are always many problems. Today, let's talk about a few details that are easily overlooked.

 

01. Customer's price expectations for joint products

Price is an important indicator for customers to purchase, so in addition to efficacy and gross profit, related products should use some techniques to create price range choices for customers. For example, if customers find that product A is better than product B, they will definitely choose A. Here, B is a cover to highlight A's cost-effectiveness and advantages.

Taking insomnia patients as an example, the combined products are melatonin, Anshen Brain Tonifying Liquid, and VC. If the prices are 50, 40, and 100 respectively, within a limited budget, customers will definitely choose useful melatonin and abandon VC as a companion. However, Anshen Brain Tonifying Liquid is abandoned due to its small price and main medication, which cannot achieve immediate effects; If customers want to purchase both melatonin and brain tonic at the same time, they can choose cheap brain tonic for around 20 yuan. This way, compared to melatonin, it is more cost-effective and less painful than 40 yuan. Similarly, low sales and niche products can also be used as a cover.

 

02. Emphasize the necessity of related products

Many times, the "main recommended product+associated product" form of combined medication is easy to make customers refuse. After multiple factors, especially price measurement, customers are more likely to choose timely and targeted medication, and give up "non urgent" associated medication, such as "melatonin+calming and brain tonifying fluid". Although the former does not cure the root cause, it can quickly enter sleep and improve sleep quality.

Therefore, it is advisable to emphasize the necessity of related products using a combination of "specimens" and "inside and outside". For example, "melatonin can only improve external sleep, and the root cause of insomnia may be insufficient qi and blood. Long term regulation and treatment are needed to eliminate the problem, and it is very suitable to use brain tonic fluid.".

 

03. Is the combination medication repeated

The repetition here refers to "effect", for example, it is common to use both pediatric cold granules and antiviral oral liquid due to profit, and the two drugs have the same effect. Among them, Banlangen and gypsum are both cold in nature, and taking them in combination can actually harm the stomach.

 

04. Do not deliberately emphasize the association with health products

Some people may question, is it not contradictory to emphasize the necessity of related products mentioned above? There is no contradiction. This specifically refers to health products aimed at improving immunity, such as VC, Sanqi powder, and calcium magnesium tablets. On the one hand, these products are recommended too much by store staff, and most customers hold a negative attitude. On the other hand, these products are not the main force of combination therapy. They are often used as a combination of three or even four products, making it difficult for customers to purchase. Therefore, if you want to recommend health products, do not deliberately emphasize them.

For example, for patients with a cold, if you combine Ganmaoling and Cold Stop, and say "you can take another box of VC to speed up recovery", the promotional significance is too strong. You can say "take these two drugs on time, and take some VC at home, which is also very convenient". If customers say they don't have them at home, they can recommend "then you can take a look at this, which is just a discount". If there is, they can say "VC consumption is also fast, and our VC is just on sale." This is much more natural.

 

05. Opportunity interval for finding competitors

The combination therapy for general illnesses is relatively fixed. In the face of competition, on the one hand, we need to improve training and match products with higher cost-effectiveness. On the other hand, we can observe the price range and sales situation of combination therapy in other stores. Products that the other party is difficult to associate with are our opportunities, and we can combine discounts and other activities to sell.

 

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