微信药店

药店O2O模式如何迎来微信时代的春天

业界流传一种说法,微信1个听众相当于新浪微博100个粉丝,影响力与日俱增。而作为中国唯一成功走向世界的产品,微信拥有“精确对象”和“全天候交流”两大特点,恰可迎合中国药店O2O(Online To Offline)服务所需。在自我保健和OTC用药渐成趋势的时代,患者安坐家中,通过手机咨询专业药师后,简单登记后即可送药上门,已不再是空想,通过微信即有可能实现。问题只有一个,中国数十万药店中,谁将成为这条路的开拓者……

中国网上药品零售交易额2013年预计将要达到40亿元,这一数字将是2012年的两倍之多!如何能在移动互联网销售中占据更多的市场份额,已经成为医药电商市场拓展的重中之重。而39健康网注意到,微信,已经开始成为医药电商抢夺的又一个销售阵地。

 

39健康网调查发现,包括开心人网上药店、金象网、818医药网等在内的医药电商,已经开始进军微信领域,而传统连锁药店十强中的老百姓大药房、云南鸿翔一心堂药房和广东大参林也开通了微信公共账号,漱玉平民大药房则推出了微信“微大夫”,力图从服务赢得粉丝用户。

微信,真的能成为医药电商的又一个掘金场吗?
药店微信

进军微信:顺应顾客年轻化趋势

药店开始探索微信营销之路,不会是无的放矢。从中国药店市场大环境分析,药店目标顾客群已经出现的泛年轻化趋势,药店微信的新模式还有很大的市场可以开拓。老年顾客虽仍是药店的主要目标顾客群之一,然而事实上,连锁药店顾客中青年人占比已经超越了其他年龄阶段。

2013年初一项针对多家知名连锁药店会员销售占比数据的调研分析显示,1980~1990年出生(20~30岁)的会员销售占比在各年龄段中排在第一位。以山东燕喜堂为例,会员中43岁以下的人数占比为59.7%,43岁以上为40.3%,两个年龄阶段会员销售占比则分别为61.78%和38.22%。而石家庄新兴大药房的会员中,上述四组数据分别是57.08%、42.92%以及50.07%、49.93%。如果把年轻与老年的界定年龄由43岁扩大至通常所说的老年人标准——65岁,年轻人所占比率将更高。

正因如此,有业内人士建议:“在吸引顾客首次进店的工作中,目标应该瞄准年轻人。”金象大药房高管则坦言:“我们始终定位顾客群为青年顾客,因为他们是更有消费能力的人群。”

而中国18~30岁年青人群中,92%的人拥有智能手机,移动端上网比率远高于全球67%的平均水平。截至2013年3月,我国手机网民约为3亿,智能终端和手机上网数量已超越电脑上网。

因为这个原因,全球药企早已开始抢滩移动互联。一直以来,制药企业都在不懈地寻找服务医生与患者的绝佳途径,当移动医疗逐渐风靡全球时,药企没有错过这个大好机会。

围绕自己的核心产品,全球十大制药企业通过开放别具特色的移动APP,服务于特定领域的医生与患者:提醒用户吃药,帮助化疗病人建立日程,指导父母为孩子接种疫苗,为锻炼医生培训提供便利等,让越来越多人感叹移动医疗服务强大的同时,也感受到医疗通过新模式渗透到生活的方方面面。

对于移动端市场的争夺,药店也不甘落后。微信以其用户基数大、互动方向精确而开始吸引药店关注。

目前,网上药店比传统药店更热衷于探索微信营销,形式上也较丰富。如开心人网上药店率先推出微信多客服平台,通过首创的“微信客服”和“在线药师”模式,在现有电话客户服务为主的服务模式上,引领了手机服务平台新模式的创新。“我们一些主导的数据流量大概15%到20%来自于移动终端。”开心人网上药店董事长梁永强说。

开心人网上药店的微信服务包括两种模式,一是疾病自查,一是微信药师。疾病自查服务,是通过开心人网上药店提供的病症目录和方便快捷的检索功能,可以直观的对不适部位进行症状和疾病的自查自诊,获得症状、诊断、治疗防护等多方面的信息。而微信药师服务,则可使用语音、文字、图片3种方式向专业药师咨询 ,并能及时获取药师专业建议和健康指导方案。

但39健康网通过专业测试发现,该微信客服转接药师的等待时间较长,存在用户在等待过程中容易流失等问题。

“做电子商务,肯定从移动终端做起。”开心人网上药店董事长梁永强认为。微信上一定有重大的商机,但具体的运作方式还需要摸索。例如,开心人网上药店开通了微信商城,梁永强认为,微信更适合做单品销售,而不是平台全品类式销售。“比如在微信上传播一个健康知识,带动用户购买欲望,在这种前提下,引导用户到微信商城购买。”

 

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