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    Home > Active Ingredient News > Drugs Articles > "4 + 7" varieties and multiple price systems coexist. How do pharmaceutical enterprises deal with them?

    "4 + 7" varieties and multiple price systems coexist. How do pharmaceutical enterprises deal with them?

    • Last Update: 2019-10-11
    • Source: Internet
    • Author: User
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    The vigorous national drug centralized procurement bidding has come to an end, only a few enterprises win the bid with ideal price, and then enterprises will face the problem of how to sell Perhaps many people in the industry will think: "the state centralized procurement, delimitation of regions, delimitation of sales volume, as in the planned economy era, do you still worry about the enterprise itself?" This kind of thought seems reasonable, but it is biased when I think about it Not to mention that the national centralized procurement bidding itself is a part of pharmaceutical marketing, even after winning the bid, it is not everything There are still many problems to be solved, and the situation is quite complex After the expansion of "4 + 7", three companies of the same product specification won the bid, and there are three different winning prices In addition to the original "4 + 7" winning price and the prices implemented in non "4 + 7" areas, there will surely be multiple price systems coexisting How can pharmaceutical manufacturers recognize the situation? How to deal with it? In my opinion, if you want to play this game well, you must consider it from two dimensions: time and space In terms of dynamic market strategy, it is necessary to dynamically grasp the market strategy of winning products before winning the bid, winning distribution and the next round of bidding, including the price, cost, channel, sales mode of the market outside the bid, etc These factors affect each other and restrict each other, often pulling one hair and moving the whole body If the price of a product changes more than 2 / 3 before and after winning the bid, the future sales mode will change dramatically, and it is inevitable to reduce the sales cost No matter how to adjust, we must consider the connection of the front and rear markets and the market guarantee demand of the large increase of sales volume in the later period In addition, compared with the market before and after "4 + 7", the sharp price reduction is not all the result of "sales volume increase, sales amount decrease" If operated properly, it can also make sales volume and sales amount increase at the same time of price decrease For example, Haosen pharmaceutical's "4 + 7" olanzapine tablets (5mg * 14 tablets) in Fujian Province achieved double growth by taking this advantage, and entered the Fujian pharmaceutical sunshine joint purchase sales ranking, ranking 10th in June and 6th in August Enterprises that fail to win the bid should not lose confidence In the short term, the time to reach the approved purchase volume is the day to enter the market; in the long term, the next round of bidding or dynamic and irregular bid winning is also available The key is to leave the past resource allocation to other varieties while exiting the market, strive to preserve the resurgence of the fire under the Dongshan mountain, and avoid the runaway At the same time, we should have the vision of dynamic development, make full use of resources, and try to extend the time of medication backward Enterprises should not only take the winning products as the key to the similar products in the new market, but also do a good job in product education and academic recognition during the agreement period in order to use them continuously after the purchase amount is full Another potential effect of this is to reduce the impact of non "4 + 7" similar products Because the winning products only shut out the same kind of drugs, and the same kind of drugs without price reduction have coveted the market for a long time by means of high academic and strong promotion with rich profits This also answers the question of "whether the winning varieties will be the market or not" from another angle If there is room for manoeuvre in time, the competition in space will be short-term The same product, with similar quality, has passed the consistency evaluation, but has a very different price Here is the market space for everyone to imagine The low price butcher covets other people's market; the high price butcher wants to get another share in the flexible way of sales, and the next step of competition is the target of the outside market The so-called "out of standard market" has two meanings: one is the market of winning the bid of others whose purchase volume is full approved by the state centralized procurement, which actually includes its own; the other is the non-medical insurance market, which is the non mainstream market such as grass-roots market and private market In fact, this market has most of the characteristics before "4 + 7" Therefore, products with relatively high prices are likely to return to the traditional sales mode to a certain extent, and those with low prices can only be sold through commercial channels in the mode of generic drugs Of course, in the general trend of centralized procurement in the country, the initiative to reduce prices in advance is the first choice for "starting first is strong" This is not a bad experience in the previous "4 + 7" fight For example, in order to seize the market share of Hengrui dextromethomidine injection, Yangzi River actively implemented the "4 + 7" price in many provinces, forcing Hengrui to actively apply for reducing the price of the product in Anhui and Yunnan, which reduced by about 10% It can be predicted that the price war of unofficial organizations and the price reduction of the national "4 + 7" model will be the normal in the future, and enterprises should make full psychological preparations Of course, some enterprises feel relieved This is the only kind of foreign competitive products that are not willing to reduce prices or even give up bidding through consistency evaluation There is no competition, which naturally leads to a unique show and monopolizes market share There is another consideration in space, that is, the control of sales Own standard internal market is the main floor must also possibly play the good initiative role Although it is national procurement, there are still problems in the deployment of supply channels and the selection of sales partners Enterprises should make full use of the attraction and competitiveness of the winning products, take the opportunity to adjust and optimize the commercial layout, bundle and package other products, increase the sales volume in an all-round way, and expand the profit growth point; in the cooperation with commercial companies, "I-oriented", grasp the product flow, the winning products penetrate into the terminal, and other products track to the secondary market at least Finally, we can achieve such an ideal state: turn the commercial company into a pure commodity circulation channel, and grasp the initiative of sales The market outside the standard should go in the opposite direction We should relax the control of the market properly, and let the natural goods infiltrate into every corner of the market with competitive prices and policies The high price and profit of the varieties purchased by the state can strengthen the market promotion and flow direction control, and avoid the market of other regions being disturbed by fleeing goods; while the low price products lose the power of fleeing goods because there is no price difference, to some extent, they can "let it be" and use the market's own laws to naturally encroach on the market share of competitors Source: medical economic news Author: Qin he
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