6000 words long text analysis DRG had to study the product portfolio strategy.

In the era of medical insurance funds paid by project, China's overall pharmaceutical market for a considerable period of time to maintain an annual growth rate of more than 10%, showing a brutal growth trend.
at this stage, although there is competition between the major enterprises, but in fact these competitions have combined to make a bigger cake.
But in recent years, with the release of a series of health care reform policies, especially since last year's 4-plus-7 belt procurement, we finally realized: Thewinter is coming.4-7 belt procurement greatly affected the pharmaceutical companies' pessimistic expectations for the future, a considerable number of enterprises began to plan ahead to seal the post, cut the product line, once came out of the head of foreign enterprises will be generic drugs, over-patented pharmaceutical product line overall packaging and sale of the event.
and this year's accident has deepened this trend - since the outbreak of neo-crown pneumonia, the author learned that some hospitals in the first quarter of the number of outpatients even fell by 90%.
situation, some enterprises out of layoffs, pay cuts and other rumors, it is not surprising.
winter has arrived, it may be too early to say it's cold.
May 2019, the National Health Insurance Administration officially issued a document establishing 30 DRG paid pilot cities, and 30 pilot cities will be required to formally implement DRG actual payments from January 2021.
in accordance with China's policy reform has always been the "pilot full, comprehensive spread" model, it can be said that the disease diagnosis-related groups to pay this novel medical insurance payment model from the official appearance has entered the countdown.
according to various media on the market, since the media a series of analysis reports, it is generally believed that drG implementation can control health care spending, reduce the pressure on health care payments.
of course, this means a harsher "39-winter" for drug manufacturers.
1. Understanding the Nature of DRG Tools" DRGs Related Groups disease diagnosis grouping is a system that manages patients into several diagnostic groups (DRG groups) based on factors such as age, disease diagnosis, complications, treatment, severity of the condition, and transition.
payer will make a direct settlement with the hospital based on the diagnostic group's payment criteria.
and the patient's own payment method and reimbursement ratio will not change.
" from the above discussion we can see that DRG is a clinically complex performance of various diseases, first in accordance with the "clinical characteristics are similar, similar resource consumption" principle, and then develop the corresponding payment standards of each group of programs.
for example, this process is like our pharmaceutical companies put different speaker, according to the academic / administrative position level of different classifications, respectively, to develop different standards of lecture pay.
the purpose of setting standards for the payment of lecture fees, or to facilitate financial supervision and reimbursement of the corresponding expenses.
So you could say DRG is both a medicare payment tool and a hospital performance management tool, but in essence DRG is a financial management tool applied to the medical field, studying how to keep accounting accounting accounting for medical expenses.
so when we search the Web for relevant literature, it's not surprising that a lot of the DRG literature is published in accounting magazines.
2, DRG under the pressure of health insurance control costs layer transfer DRG data as the most effective reflection of the disease group resource consumption data, is the most direct and the most realistic cost data, its effectiveness will be significantly better than the drug data added solely to the sales data.
The future with the tightening of drug procurement power to a higher procurement body, which means that hospitals under the pressure of cost accounting, will be from the entire business to consider drug selection, such as the inevitable more attention: the choice of drug consumption products cost-effective, can use generic drugs without original research, consistent quality of the case with cheap;
As a result, much of the pressure on hospital costing has shifted to the two main bodies in the current drug sales chain, pharmaceutical companies and clinicians, who will face: 1, the weakening of the drug's voice in drug pricing, and 2, the weakening of doctors' ability to use drugs (prescription voice).
this completes a layer shift in the pressure of health care charges.
3, DRG era of pharmaceutical sales strategy transformation outlook DRG under the pressure layer transfer of health insurance charges, will lead to the overall decline in drug use and the sharp reduction of single-variety profits and generic drug replacement, will lead to the original one product can feed a sales team of the so-called "hard work" model is difficult to sustain.
, the transformation of the marketing model of pharmaceutical companies has become inevitable.
is now widely recognized in the transformation of the way there are probably the following aspects: academic marketing to further strengthen the DRG era of standardized, standardized medical needs are extremely urgent, the implementation of clinical path will be truly landed.
by strengthening the academic position of the product, so that the product can be integrated into the clinical path at all levels, will become the focus of marketing work.
foreign experience in the development of emerging channels such as retail and Internet hospitals shows that the implementation of DRGs can lead to an outflow of prescriptions in order to reduce the cost pressure on hospitals.
the establishment of pharmacies, network medical team, in advance layout of new channels to become one of the direction of marketing transformation.
Increase scientific research investment, promote the real progress of disease treatment DRG's macro logic is to consider the best value for money in health economics, economic leverage to drive the norms of clinical diagnosis and treatment behavior, with the most reasonable cost so that more people can see the disease, will promote medical institutions and doctors to use a wide range of mature cost-effective products, so that the general innovative drugs are negative.
But for some drugs that can really drive the innovation of clinical treatment concepts, even if they don't get into health insurance, they can still maintain their high profits by directing patients to out-of-the-money pharmacies or DTP pharmacies, so for this kind of innovative drugs, health insurance is a double-edged sword, to make comprehensive decisions.
more cost-effective, from selling only a single product to selling a group of products to market competition is a highly complex behavior, the impact of many factors, but cost and investment is undoubtedly one of the most important factors.
such as DRG and volume procurement have squeezed the profit margins of pharmaceuticals, but neither academic nor cooperative investment has necessarily been reduced.
when the meagre profits of a single product output are not sufficient to support large input expenditures, more products are necessary to contribute profits together and share the cost of inputs."
, can any combination of products achieve this (co-contribution of profits, cost-sharing of inputs)? Is there a strategy to build a portfolio smartly to save money and make more money? This is the core of this article to explore the content.
, drG under the product portfolio model construction of the current, a drug marketing expenditure from a large category can be divided into two categories: 1, academic activities input costs;
When we combine some drugs, we find that there are some combinations of academic activities of the input cost or the input cost of the customer is not a simple 1 to 1 to 2, but there is a situation of 1 to 1 to 2.
this is the basis for building a portfolio strategy model under DRG.
First of all, we assume that only A, B two products to combine the situation, according to A and B products involved in the ARG group and target customers, there are obviously four combinations: at the same time: a product in a hospital unit gross profit for M (gross margin - terminal price - base price - hospital / distributor rebate), annual academic input for X, customer input for K, product net profit of Y.
general: a is a constant.
then obviously there is the net profit of the product Y-M-X-K then, the net profit of the combination one is: Ya-Yb-Ma-Mb-(Xa-Xb) - that is, when product A, product B The total net profit is the net profit when the A and B products are sold separately when the same ARG group is not covered (i.e., A,B products cover different sub-diseases with different clinical characteristics, and when the sub-types are different and academic inputs are certainly different), and the same target customers are not covered.
then the combination of A products and B products, the effect is 1 plus 1 plus 2, and there is no combined force.
to give a simple example of the treatment of EGFR mutant non-small cell lung cancer giffalatinib, ADRG group for ER1 respiratory tumors, the main application department for oncology;
it is clear that Gifeitini and Nishatan cover different ADRG groups and different target customers (only most cases are considered here, with a small number of special circumstances not discussed), and the two cannot be combined in sales.
But when we consider the case of portfolio two, we find that by covering the same target customers, combining two products can save some customer input, so the net profit of combination two is: Ya-Yb-Ma-Mb-(Xa-Xb) )-Ka (or Kb) also means that when Product A, Product B does not cover the same ADRG group, but covers the same target customers, the net profit compared to the situation in the combination of one significantly improved, playing a 1 - 1 , the effect of 2 , forming a joint force.
It is clear that the company is more competitive and more risk-resistant when faced with competition, or when the drug is generally low-margin, and is able to feed the market more than a combination of marketing inputs,"

also gives an example of gifentinib for the treatment of EGFR mutant non-small cell lung cancer, ADRG group for ER1 respiratory tumors, the main application department is oncology medicine; 1 digestive system malignant tumor, the main application department is also oncology, it is clear that Gifeitini and Apatini cover different ADRG groups, but applied to the same department, thus saving part of the customer input, and because the same customer sells two products, no doubt increased customer stickiness, the two can form a certain synergy in sales.
When we consider the case of combination three, since product A, B belongs to the same ADRG group, i.e. A, B product covers the same clinical characteristics of the sub-disease, then obviously can save some academic input, so the net profit of combination three is: Ya-Yb-Ma-Mb-Xa (or Xb) - (Ka-Kb) also means that when product A, product B covers the same ADRG group, but covers different target customers, the net profit compared to the combination of one of the situation is also improved, but also played a 1 - 1 , 1 , 2 effect, forming a joint force.
Also an example of the treatment of EGFR mutant non-small cell lung cancer, ADRG group for ER1 respiratory tumors, the main application department for oncology, human EGFR mutation gene testing reagents (multifluorescent PCR method), ADRG group is also ER1 respiratory tumors, the main application department for the examination department.
It is clear that gifentinib and human EGFR mutation genetic testing reagents belong to the same ADRG group, but cover different target customers, thus saving some academic input, and because they are both in the field of respiratory tumors, the two in the academic promotion will also have mutual promotion, forming a certain synergy.
In the case of Combination IV, since product A and B belong to the same ADRG group and cover the same target customers, it is clear that both academic and guest inputs can be partially saved, so the net profit of Group 4 is: Ya-Yb-Ma-Mb-Xa-Ka (or - Xb-Kb) is obviously higher net profit of Group 4 than in the other three cases, resulting in a stronger combined force."
Jifeitinib is also used as an example to treat EGFR mutant non-small cell lung cancer, ADRG group for ER1 respiratory tumors, the main application department for oncology, Alethini for the treatment of ALK mutant non-small cell lung cancer, ADRG group is also ER1 respiratory tumors, the main application department is also oncology internal medicine.
it is clear that both Gifeitini and Alepni belong to the same ADRG group and cover the same target customers, which is the ideal combination for greater synergy in the sales process.
after discussing the four two product portfolios mentioned above, we can expand the model to several product portfolios, with n product categories sold in a market and a net profit of Yn."
Also discussed in four ideal scenarios: ideally one n products do not belong to the same ADRG group, do not cover the same target customers, there are two N products are not the same ADRG group, but the same target customers are covered, there are three products are the same ADRG group, but cover different target customers, Mn-X-Kn ideal situation four n products belong to the same ADRG group, but also cover the same target customers, there are Y Yn-Mn-X-K obviously, according to simple mathematical knowledge, four ideal product net profit size in order: ideal situation four / ideal situation two / ideal situation three - ideal situation of course, the reality of an enterprise's product line is complex, it is not possible to line all products are in order to meet the ideal situation four, A single product often also covers multiple ADRG groups or multiple target customer groups.
, we should, as far as possible, select the main push direction to belong to the same ADRG group as our main product, or cover the same customer's product to form a product portfolio.
these reasonable product portfolios, in addition to reducing cost inputs, can also save sales staff time, thereby saving labor input.
In particular, covering the same target customer portfolio, we can also build a model analysis: the representative can visit the same customer every week frequency as a valid indicator, that assumption: a representative can visit the number of customers a day is n (n is generally constant), the frequency of visiting the same customer per week is h, 5 days a week, then the representative manages the number of customers N -5n/h (n is constant).
if the representative manages multiple products, in three cases: 1, multiple products cover different target customers, then N , according to the formula N , 5n/h . <