In recent years, driven by the support of the national medical industry policy, the medical device industry has entered a "golden period" of vigorous development. The richness of medical device products has increased, the supporting service system has gradually improved, and the domestic brand effect has further highlighted.
The medical and health industry is one of the strategic industries of Fenshare. Since 2017, Fenshare has established the strategy of "Connected CRM+Industrialization" and has achieved fruitful results in the industry. It has established many benchmark customers in the medical device industry, such as Dimet Biotech, Pumen Technology, Ahuilong, Novizan, Wondfo Biotech, and Zhongyuan Huiji. Through in-depth vertical industry business and application scenarios, it has accumulated rich industry insights and industry solutions. Industry best practices represented by ready-to-use suites. Today, I will share with you the experience of Fenxiang Sales in the subdivided industry of "medical equipment".
1. Customer-centric, business-driven, fully
Connected CRM that satisfies full ecological business collaboration
At present, the informatization construction of most medical equipment enterprises is mainly based on internal supply chain production and operation, while IT support capabilities for market-oriented and customer-oriented sales and services are relatively weak, and there are more serious process fragmentation, data islands, etc., business collaboration and operation efficiency is low, and it is impossible to provide comprehensive data decision support for the management team, and it is difficult to achieve feedback on business performance and insight into business problems.
If we simply solve the marketing problems within the enterprise, we will eventually be abandoned by the times. Therefore, the connection between business, data, and people between upstream and downstream enterprises must be supported by a broader platform definition and product capabilities. Only products that have truly completed the business connection, human connection, and even system connection between upstream and downstream will truly have the ability to interact and connect to the Internet, and will become future products.
Therefore, the biggest feature of connected CRM is first of all within the enterprise, and CRM will become the core platform for internal business collaboration. R&D, marketing, service and other internal departments fully cooperate to achieve open collaboration for customer value creation.
Externally, enterprises can realize business-driven integration of internal and external business and information through effective connections with partners, customers, services, and even hardware. In this way, CRM has transformed from a traditional, closed management tool into an open, connected and empowering digital business platform.
2. FunShare is based on the long-term accumulation and depth of the industry
Thinking has formed a rich industry CRM knowledge system
When building a CRM product, there are often two choices:
The first is to make a standardized platform product without any industry attributes. By opening up high-code open capabilities, customers can develop various industry scenarios and individual needs on it.
The second path is to become a purely vertical industry CRM vendor. For Funshare, we have neither followed the path A nor the path B.
Because under China's national conditions, the entire CRM ecosystem is still immature, so a platform-level manufacturer is needed.
Therefore, based on the PaaS platform of FunShare and the integrated CRM engine, we not only open up the ability of personalized construction, but more importantly, based on our in-depth thinking about the industry and the long-term polishing of typical customers, we have formed "3 industry scenario suites", "6 industry advanced application plug-ins", a total of 9 mature medical device industry scenario solutions, and supporting out-of-the-box rapid implementation tools. When users get our products, they not only have the platform-level PaaS capabilities and the complete value capabilities of integrated CRM, but also have relatively mature solutions for the medical device industry, ensuring that the products are "useful", "usable", "easy to use" and finally "loved by users", thereby improving the adaptability of the entire CRM to customers.
3. Support strategy and empower organization
Realize the end-to-end full value chain closed loop
By focusing on the construction of the four key capabilities of the enterprise, namely "market development capability", "fine management capability", "value service capability" and "business decision-making capability", as well as digital support, FenShare helps companies grasp the overall business situation, improves the efficiency of problem discovery and resolution, empowers target organizations and personnel, and realizes the end-to-end full value chain closed loop, thereby improving the efficiency and quality of business operations, as well as corporate brand value.
Market development ability
The market development capability of the medical device industry is mainly reflected in the four major scenarios of "channel development", "terminal admission", "competing product management" and "conference sales management", and it also provides more flexible online marketing solutions such as "enterprise micro-marketing", so that enterprises can obtain new open source channels.Traditional customer data management has problems such as irregular data, repeated and wrong customer data, which makes it difficult for companies to gain a deep understanding of market potential, penetration rate, share and competitor penetration, and even affect the company's own performance accounting statistics. Funshare Medical Master Data provides enterprises with terminal hospital data batch initialization and customer master data cleaning services to ensure the accuracy and integrity of enterprise data and help enterprises understand market potential and distribution more accurately.
FenShare can also provide the ability to develop templates for channel business opportunities or terminal admissions, formulate targeted goals and strategies for different market development scenarios, and strictly supervise the business opportunity development process through the closed loop of stage task content and execution status to ensure the reliability and legitimacy of channel business opportunities, and manage important opportunity points, empower front-line personnel, improve development efficiency, and drive organizational business growth.
The sample management business is one of the common businesses in the process of channel expansion, which plays an important role in promoting the manufacturers to push products to the market as soon as possible and increase sales performance. Manufacturers can use the sample management module of Fanxiang to make the sample process online, track the whole process of sample delivery in a refined manner, and quantify and trace each sample delivery work.
Both salespersons and managers can conveniently apply and inquire about sample status and test result information, and summarize and present sample transaction rate and conversion rate in real time to promote the improvement of sales performance.
Marketing activity management is another advantage and characteristic product of Funshare. FenShare provides a complete market activity management solution, providing an online management platform for various marketing activities such as exhibitions, channel meetings, and department meetings in the medical device industry.
We provide powerful production tools for event promotion content, and support rich, multi-scenario online promotion and customer invitation methods and customer retention methods, flexible invitation and collection of leads. The clues generated by different channels can be accumulated and summarized in a unified way, which supports diversified statistical analysis, evaluates the ROI effect of activities, and continuously cultivates and distributes follow-up.
The activity clue data is seamlessly connected with CRM, and the end-to-end closed-loop L2C data realizes data and business linkage in more scenarios.
Fine management ability
In terms of "refinement management capabilities", FenShare provides three parts: "channel distribution solutions for the medical device industry", "terminal precision marketing solutions", and "overseas channel management solutions for medical devices". Through refined management of business processes and business data, and effective monitoring and management of risks at key operating nodes, it integrates internal management and external collaboration to form an active, closed-loop business management system.
Taking "Funshare Medical Equipment Industry Channel Distribution Solution" as an example, the management and cooperation of manufacturers to dealers involves "channel development-cooperation negotiation-first business entry-channel signing authorization-order transaction-channel assessment rebate-channel empowerment" and other links, to realize the refined management of the whole process of channel transactions, and to establish a business system with orders as the channel.
- If there is no precise target in channel development, too many or too few visits will waste resources and cause losses. FunShare provides a visit plan and survey indicators for new target dealers, and closes the results through visit tasks and status;
- In the stage of cooperation and negotiation, internal evaluation and approval will be carried out on the core terms of the new dealer’s intention, such as product, region, and term; after approval, the dealer can submit the dealer’s business qualification materials according to the preset content template, complete the dealer’s first GSP certification, and realize the compliance control of the dealer’s access link, and avoid legal risks and economic losses as much as possible in the early stage of cooperation
- According to the pre-negotiation and quotation results, GSP certification, and preset contract templates and other elements, sign a cooperation framework agreement with the dealer, and complete the authorization of the cooperation period, performance target, regional scope, product range, etc. for the new dealer;
- Distributors who have completed access can sign sales contracts with manufacturers for specific terminal admission business opportunities, and complete orders for equipment or reagent packages. And in the process of placing an order, according to the authorization scope of the dealer, the product range of the order can be strictly checked for compliance;
- The execution status and progress of channel contracts will be automatically updated according to relevant orders, shipments, payment collections, etc., triggering expiration reminders, receivable reminders, etc., to reduce overdue risks and improve performance quality; manufacturers can flexibly set dealer performance target assessment, promotion policies, sales rebates, etc., and have a wealth of dealer operation methods;
- Fenshare also provides medical equipment manufacturers with "Partner School" products to empower channels. Dealers can complete the course system study and qualification examination in one stop on the platform.
Establishing a refined business management system is an inevitable choice for the high-quality development of an enterprise. Only through refined process management, data management and risk management can the efficiency and marketing level of the enterprise be effectively improved, and the enterprise finally achieve its business goals and achieve sustainable development.
Value service capability
Value service capability is not only a faster service response, but more importantly, an extension of the service model: from a passive response service to a comprehensive preventive and active service centered on "customer equipment". Actively pay attention to the reliability and utilization indicators of customers or deployed equipment, try every means to improve equipment online rate and customer satisfaction, ensure user experience and brand image, so as to realize a virtuous circle of customer value.The whole scene of the service process spans multiple positions and departments, and it is difficult to coordinate. How to enable all relevant positions to share unified service information within the scope of rules, so as to avoid service information deviation and efficiency decline? This is one of the common confusions in the service management of the medical device industry.
- To this end, FenShare first establishes a unified service file for manufacturers, including hospital files, equipment files, service records and other information, and can authorize different roles through a series of data authority management rules, integrate customers, equipment, and historical repair information and data linkage, and realize automatic verification of request feedback content, smart order experience, and rapid identification of repeated orders.
- FenShare also penetrates the concept of "connected CRM" into product design, provides manufacturers with an end-to-end closed-loop service process, builds a service organization collaboration framework, and connects relevant departments and roles. What is presented to customers is an overall good service experience from problem to end-to-end closed-loop solution. This is the result of the cooperation of all departments of the company, not an isolated department or role.
- To this end, FunShare can aggregate the user's current service information based on the [Service Request], including the allocation of multiple work orders for one request, and the transfer of different types of work orders, etc. Identify different types of service requests, and automatically and accurately generate work orders corresponding to the type of business, realizing the automation of "repair-dispatch";
- It can identify customers and problems with different service levels, and realize automatic fault grading in the system according to fault grading rules, and automatically match personalized processing strategies for different grades of faults, including timeliness requirements, service qualifications and skills, etc., to achieve automatic and accurate matching of engineers of different levels. Greatly improve the processing efficiency of faults in different situations;
- In the service delivery process, according to the preset processing rules, technical upgrades and joint fault location can be initiated flexibly, so that various departments can collaborate efficiently in the entire service process;
- Work orders of each service type support conversion or initiation of other types of documents and processes according to business requirements and rule definitions, such as out-of-warrant processing, so as to open up joints and personnel in all scenarios, enable efficient service collaboration, and ensure the integrity and flexibility of service scenarios
- Define a unified customs action to ensure that the processing items under the service request are delivered as required before ending the service
- Timely monitoring of key nodes in the service process, focusing on insight into problems for nodes or specific work orders that take a long time and delays, and assisting enterprises to improve service quality and efficiency
纷享为医械企业提供了全方位的设备360档案和服务备件管理，为打造以“设备”为业务中心的精细化服务管理平台奠定基础。其中主要包括了：
- 面向复杂设备产品跟踪的服务BOM和单机OBOM，提升服务工程师处理效率和厂家管理水平；
- 为设备建立故障结构模型，统计仪器设备的可靠性表现并持续优化；
- 设备360档案，为终端用户、原厂工程师、外部服务商等不同角色，提供web、微信、app等不同客户端访问入口，支持厂家灵活配置访问内容，为服务人员赋能，同时提升客户互动体验；
- 通过与ERP、WMS等厂家系统集成整合，形成一套跨系统、跨职能部门的全链条业务打通且闭环的服务备件管理解决方案，实现了包括从工程师备件的“申请-消耗-退回”、渠道备件库、工程师个人库、备件调拨、备件计划等功能场景；
可基于时间周期、运行实绩、服务条款或者与IOT系统打通，为设备建立多样化的维保策略实现主动服务，并且通过“事件-计划-交付”的结构进行服务闭环，过程和结果可量化、可管理、可追溯。
经营决策能力
纷享销客通过多年来行业经验积累，为医械行业企业的高中层管理者，从商机洞察、销售统计、服务运营等不同业务维度，沉淀精炼了数智化经营指标和核心经营报表，用数据牵引企业优化业务，辅助企业经营决策，直观呈现经营数字价值。 1、商机洞察方面 从区域、人员、产品线维度，进行商机总数金额统计和分析，例如某产品线国内商机总数和金额统计、本季度重点商机金额TOP10、商机阶段转化分析和盈单周期统计等。 2、销售统计方面 从区域、科室类别、产品线等维度，对销售订单数量和金额进行统计，例如某产品线销售额和目标完成率月度统计-同环比，每月各省客户复购率及推荐复购客户等。 3、服务运营方面 From the dimensions of request sources, regions, service types, service ratings, equipment models, and fault codes, statistics and analysis are made on service quality, service timeliness, and equipment quality, such as monthly trends in the number of work orders, time analysis of maintenance work orders, ranking and trend analysis of fault problems, monitoring of engineer spare parts warehouses, etc.In the future, under the general pattern of market environment changes and national policy adjustments, the medical device industry will also usher in high-intensity supervision. Medical device companies will still focus on reform and innovation, and move towards high-end, intelligent, and digitalization. FenShare will also continue to adhere to the "connected CRM + industrialization" strategy, and is committed to transforming these best practices and knowledge systems into real customer value.