A large number of medical representatives turn to grassroots Market

The spring of China's county-level market has come, and a number of medical representatives have begun to sink Recently, in a forum, sepiland learned that Pfizer has enriched 1000 medical representatives to the county-level market AstraZeneca has set up a county-level marketing team of AstraZeneca in more than 500 counties across the country At the same time, for example, Bayer, Sanofi, Novo Nordisk and other foreign-funded pharmaceutical enterprises have locked in the grass-roots pharmaceutical market; and Kelun pharmaceutical, Chenxin pharmaceutical, Wuzhou pharmaceutical and treasure island pharmaceutical and other domestic funded pharmaceutical enterprises have long been in the township grass-roots pharmaceutical market layout, and accounted for a large proportion To some extent, the spring of China's county-level market has come The grass-roots market has become a new export for the growth of pharmaceutical enterprises' performance, and also a choice to solve the employment problem of pharmaceutical representatives At the forum, Shen Yong, chairman of Beijing shengshikanglai traditional Chinese medicine marketing planning Co., Ltd., said when he accepted the question of cypress blue: in the past, foreign enterprises had gone through the process of failure, stagnation, and restart Before 2010, foreign enterprises basically did not send representatives to the county, and they were already "sinking" to the prefecture level cities, mainly due to high labor costs and low prescriptions He gave an example: for a medical representative of a foreign enterprise, the basic salary should be at least 4000-5000 yuan, plus the expenditure of social security, the labor cost is relatively high, and the drug price of foreign enterprises used to be too expensive Considering the patient's payment ability of the county market, the prescription quantity of foreign enterprises in the county hospital is also very limited In a comprehensive view, the cost performance of foreign enterprises sinking into the grassroots is not high An in-depth study of medical reform industry experts also expressed the same point of view, he said to Cyprian blue: indeed, now including AstraZeneca as the representative of enterprises, are aggressively entering the grass-roots market, the network sink But they usually go to county, county people's Hospital, and then down, such as township hospitals, it is difficult to involve them Because the sales volume of a single medical institution is limited, it is difficult to share the labor cost For example, a medical representative runs a secondary hospital once a month, with a monthly sales volume of 100 boxes, and the cost can be supported But when they arrive at township hospitals, because the coverage is too small, even if their payment ability is reached, there will not be too high sales volume A trip by medical representatives may not be enough for travel expenses and wages However, with the development of urban integration in China, more and more enterprises have become the third terminal in recent years Shen Yong mentioned that: people have money in their pockets, and under the control of various policies, drug prices have generally declined, especially the proportion of reimbursement of drugs from foreign enterprises in the county and township medical insurance has increased, and the market capacity has risen, and the channels of drug enterprises represented by foreign enterprises have naturally begun to sink In recent years, the country has a number of policies to benefit the grass-roots market, the grass-roots hospital market ushered in more opportunities On August 13, the national health and Health Commission issued the notice on printing and distributing the list of pilot cities for the construction of urban medical consortia, identifying 118 pilot cities for the construction of urban medical consortia, and encouraging the unified management mode of medical consortia On June 4, the State Council issued a document on office days, proposing to focus on discipline construction, improve the comprehensive capacity of 500 county hospitals and 500 county hospitals of traditional Chinese medicine, and build county medical communities in 500 counties With the continuous promotion of the medical community and medical consortia, and the unification of the catalogue, the procurement, payment, medication and management of drug consumables will change, and the business model of drug enterprises will change accordingly On May 31, the national health and Health Commission issued the notice on printing and distributing the performance appraisal operation manual of the national three-level public hospitals, which requires the index guidance of the number of patients transferred (outpatient, emergency and inpatient) to "gradually improve" In other words, the higher the number of patients transferred from the third level public hospitals, the higher the performance indicators, and the way of transferring from the third level public hospitals to the second level hospitals or primary medical institutions through the Medical Association, the new changes will appear in the primary drug market Under the background of volume purchase and medical insurance fee control, it is more and more difficult for pharmaceutical representatives to become a common consensus The outbreak of grass-roots market and the change of marketing mode of pharmaceutical enterprises are all new opportunities for pharmaceutical representatives For how to make county and township markets, the above experts put forward suggestions: First, self built teams, represented by local enterprises such as Tianshili, Lingling, Bubu and Huangyao, whose terminals can basically sink to the county, such as Tianshili, which has set up urban and rural branches, with nearly 1-2 medical representatives in one county, and 3-5 representatives in one county such as revisionary pharmaceutical These self built office enterprises have expanded their coverage in the county market The second is to understand the drug use characteristics of county doctors If the county-level sales team can not be established in a short period of time, it is necessary to understand that the drug use characteristics of the county-level market are significantly different from those of the city's top three hospitals For example, the county-level market is dominated by general medicine, common medicine, low and medium price drugs, and chronic disease drugs.