“去药店买药，一定要蹲下来！ ”最近，这样一条微博在网上热传。微博中，网友称：由于多年跟药厂和药店打交道，提醒消费者，去药店买药，一定要“蹲”下来。因为站着视线内的药全是提成高的，效果一般，好药都在下面……记者实地探访，发现网络热传的“蹲着买药”很有道理。众多药店的确有以下“潜规则”：从上到下，药价也呈阶梯递减；很多物美价廉的好药往往都被“藏”着。

"Went to a chemist's shop to buy medicine,Must squat down! "recently,Such a micro bo in the online heat transfer.Micro bo in,Net friend say:Due to many years with pharmaceutical factory and dealing with pharmacy,Remind consumers,Went to a chemist's shop to buy medicine,must"squat"down.For standing in the line of sight of the medicine is full of the high commission,Effect general,Good medicine in the following...Reporter on-site visit,Discover the network of heat transfer"Squat down to buy medicine"Quite reasonable.Many pharmacy have the following"Latent rules":From top to bottom,Prices also shows step decline;A lot of excellent quality and reasonable price of good medicine often are"hidden"the.

探访一 Visit a

位置最好药价也最贵 Position best prices also the most expensive

　　昨天，记者兵分两路，在中山路、汶上路、贵州路、南京路和浮山后探访了10家药店，发现同种功效不同价位的药品分区十分明显。在中山路一家连锁药店内，记者称想买维生素C片。一名女性导购员把记者领到一处专柜，从最上层的柜台拿出一瓶包装鲜艳的维生素C片递给记者，说“这是效果最好的维生素C片，98元一盒，能吃三个月。 ”记者询问还有没有便宜些的药，导购员又从第二层柜台拿出一瓶，说：“68元一盒，价钱合适，效果也不错。 ”记者询问是否有几元钱的维生素片，这名导购员很不耐烦地说：“没有，那种廉价药副作用大，我们不卖。 ”

yesterday,Reporter to diverge,In zhongshan road/Road to brunei/Guizhou road/Nanjing road and after fushan visited the 10 pharmacy,Find the same effect different price drug partition obviously.In a chain of zhongshan road in pharmacy,Reporters say want to buy vitamin C tablet.A female reporter to the 导购员 in a corner,From the top counter out a bottle of packaging bright-coloured vitamin C tablet to reporter,said"This is the best effect of vitamin C tablet,98 yuan a box,Can eat three months. "The reporter asks to still have cheaper medicine,导购员 and from the second counter took out a bottle of,said:"68 yuan a box,For the right price,The result is right also. "Reporters asked whether there are a few yuan vitamin piece,This name 导购员 very impatiently say:"no,That kind of cheap medicine side effect big,We don't sell. "

　　记者注意到，在这家药店中，感冒药也是分区的，感冒药柜台一共三层，上面一层的药品大多为30元以上，中间为10元到20元的，最下面的一层需要顾客蹲在地上并使劲弯腰才能看清，都是几元钱的药品。在贵州路上的一家药店内购买维生素C片时，导购员同样先给记者拿出了百元左右的药品。当记者询问是否有廉价维生素片时，原本热情的导购员显得有些无奈，把记者领到了药店最偏僻的一个柜台，打开玻璃门，里面摆满了各种维生素片，“这些都是最便宜的，你自己选吧！”随后导购员就不再理会记者，径自离开。

Reporter noticed,In the pharmacy in,Cold medicine is partitioned,The cold medicine altogether three layer,A layer above the drug mostly for more than 30 yuan,Intermediate for $10 to $20,The bottom layer needs to customer squatted on the ground and he bend down to see,Is a few yuan drug.In guizhou road in a drugstore buy vitamin C for one hour,导购员 also give reporters took out one hundred yuan drug.When a reporter asked whether there is a cheap vitamin for one hour,Originally warm 导购员 appear some helpless,The reporter to the pharmacy the most remote a counter,The glass door is open,It's filled with all kinds of vitamin piece,"These are the cheapest,You choose me!"Then 导购员 will no longer pay attention to reporter,Leave vexed.

探访二 Visit two

利润最大药品位置最好 Profit maximum drug position best

　　昨天，记者采访时发现，一些传统经典老药几乎都在开放式药架的最底层，非得“蹲”下来才能看清。在感冒类非处方药架上，仅几元一盒的常用感冒药在最底层，上面比较显著的位置则摆放着几十元一盒的风热感冒颗粒、维C银翘片等。

yesterday,A reporter to interview found,Some traditional classic old medicine in almost all open medicine of bottom frame,Have to"squat"Down to see.In a cold kind of otc drug shelf,Just a few yuan a box of common cold medicines at the bottom,It is significant position is putting a few yuan a box of wind hot cold granules/D C flos ionicerae and fructus forsythiae pieces and.

　　治疗高血压的尼群地平是一种物美价廉的“经典老药”，一盒30片药的售价仅1元。昨天，记者在汶上路一家药店内咨询这种药品，导购员从柜台的最底层拿出一小盒药品，还没递到记者手上，导购员就说：“这种药卖得不好，一般人们都买波依定和福辛普利钠片。 ”随后她又从柜台的中上部拿出这两种药品。记者发现，同样是治疗高血压的药物，一盒波依定要23元，一盒福辛普利钠片要43元，价钱远远高于尼群地平。

Treat high blood pressure of nitrendipine is a kind of cheap and fine"Classic old medicine",A box of 30 pills price of only 1 yuan.yesterday,Reporter in the brunei a pharmacy in the drug consultation,From the bottom of the counter 导购员 took out a small box of drugs,Haven't handed to reporter hands,导购员 said:"This medicine sell well,Generally people buy BoYiDing and f XinPuLi sodium tablet. "Then she and from the counter in the upper took out the two drugs.Reporter discovery,Is also treat high blood pressure drugs,A box of BoYiDing to 23 yuan,A box of f XinPuLi sodium tablet to 43 yuan,The price is much higher than the nitrendipine.

　　那么，是不是便宜药就是效果不好呢？市立医院药剂科专家道出了其中的“奥秘”：售药人员热衷推荐的那些新药贵药多数和以前那些经典老药的化学名是一样的，而且生产厂家也是一样的。其实有很多新药就是以前那些药，只不过是厂家为了提高药品价格，而给药品重新起个名字申请一个更高的价格后重新登场。

so,Isn't cheap medicine? Is the result is bad?City hospital pharmacy experts expressed the"mystery":Sell medicine personnel recommended for those new drug your medicine and most of those old classic old medicine chemical name is the same,And the manufacturer is the same.There are a lot of new drug is the medicine before,Is only manufacturers in order to improve the price of drugs,And to the drug to a name to apply for a higher price to come after.

揭秘 revelation

高价药摆“高位”是视觉营销 High medicine pendulum"high"Is visual marketing

　　“我们当然要把价格高、利润大的药品放在显眼的位置了。这也是我们所有药店的一个 ‘潜规则’，所有的药店也都是这样做的。”昨天下午，药店一家连锁药店的老板坦诚地说：“作为药店，我们要追求利润。可是现在，越来越多的基层医疗机构在卖零差价药，把我们药店的空间挤得越来越小。那些列在零差价药范围内的药，我们几乎没有利润，所以只能从一些新特药上来赚钱了。所以，我们要把这些药摆在最吸引消费者眼球的位置上，也要求店员强力去推荐这些药。”

"Of course we want to put prices high/Profit big medicine in the prominent position.This is all we a drugstore ‘Latent rules’,All of the pharmacy are also do so."Yesterday afternoon,A drugstore chain pharmacy boss frank said:"As a pharmacy,We want to pursue profits.But now,More and more basic medical institutions sell zero spread medicine,Our pharmacy space crowded too small.Those listed in zero spread medicine within the scope of the medicine,We have almost no profit,So only from some new TeYao up the money.so,We want to take these medicine in the most attract consumer eye position,Also ask the clerk strength to recommend these medicines."

　　“高价药摆高位置，其实就是在运用我们通常所说的‘视觉营销学’。 ”岛城营销指导老师孙志刚说，就像报纸上做广告一样，头版和头题的位置就是最想展示给读者看的内容。在市场上也是同样，不仅是药店，像卖奶粉等其它产品也是如此，那些知名的价格高的品牌奶粉也是摆在最显眼的位置上。

"High medicine pendulum high position,In fact is using what we say normally‘Visual marketing’. "Located marketing guidance teacher SunZhiGang said,Like the newspaper as advertising,The front page and the position of the problem is to want to show the contents of the readers.In the market is also the same,Is not only a pharmacy,Like selling milk powder and other product also is so,Those famous price high brand milk powder is also in the most conspicuous position.

内幕 inside

多卖高价药“提成”多 Sells more high medicine"commission"more

　　据业内人士介绍，在相同的时间里，多卖高价药就能多增加个人销售额，就能多赚提成。为了增加销售额，岛城药店普遍引进竞争机制，实行药品销售提成制度。药店销售人员的收入是由基本工资和个人销售药品额提成组成。药品销售人员的固定工资一般在1000元-1500元之间。如果拿到可观的收入就必须在提成上下功夫。每个药店都有自己各自制定的药品销售提成制度，一般在总销售额的15%以内。为了在一定的时间里多增加自己的销售额，售药员自然会热衷选择那些高价药推荐。

Introduce according to the personage inside course,At the same time,Sells more high medicine can increase personal sales,Can earn commission.In order to increase sales,Generally introduce the competitive mechanism located pharmacy,A pharmaceutical sales commission system.Pharmacy sales income is from the basic salary and personal selling drug amount of commission.Drug sales personnel's fixed salary is in commonly 1000 yuan - 1500 yuan between.If get considerable income must in commission fluctuation kongfu.Every pharmacy have their own respective make drug sales commission system,General in less than 15% of the total sales.In order to in certain time increase their sales,Sale officina naturally keen to choose those high medicine recommend.

　　而一些药品代理商为了让新上市的高价药迅速打开市场，还自己为药品销售设置一些奖励机制。这也刺激了售药人员喜欢推荐新上市的高价药，从而能够在药店提成的基础上再获得意外的惊喜。

And some drug agents in order to make the new listed prices medicine quickly open markets,Also for drug sales set some reward mechanism.It also stimulates the drug sale personnel like recommend new listed prices medicine,Thus can drugstore on the basis of the commission to obtain accident surprise.

医生提醒 The doctor warned the

少听忽悠多看疗效 Little listen to flicker see curative effect

　　买药还需因人而异。消费者在购买药品时，千万不要被售药人员热情的推荐说昏了头。售药人员推荐的那些所谓的新药或者一些价格很贵的药未必就是药效最好的药。岛城几大医疗机构的药剂专家坦诚向记者介绍，即使药物成分完全一样、制药工艺完全一样，不同的人吃了也会有不同的效果。为此，专家们建议市民，在购买药品时，不要一味听取售药员的热情推荐。最好根据患者的实际情况或者咨询有关懂药的专家之后再购买。(青岛晚报 记者 田璐 刘泽源)

Buy medicine to still need to vary from person to person.Consumer is buying drugs,Don't be selling medicine personnel warm recommend said to lose your head.Sell medicine personnel recommended those so-called new drugs or some expensive medicine effect is not necessarily the best medicine.Several major medical institutions located the potion expert frank introduces to the reporter,Even if the drug ingredients exactly the same/Pharmaceutical process exactly the same,Different people ate also can have different effects.therefore,Experts suggest people,When buying drugs,Don't always listen to sell officina enthusiasm recommend.According to the actual situation of the best patients or consulting relevant understand medicine experts before purchase.(Qingdao evening news reporter TianLu LiuZeYuan)