A large number of pharmaceutical representatives turned to the grass-roots market

the spring of China's county-level market has arrived, there have been a number of pharmaceutical representatives, began to sink▍Pharma representatives, turned to the grass-rootsrecently, at a forum, Seberan was informed that: Pfizer to enrich 1000 pharmaceutical representatives to the county-level market, AstraZeneta in more than 500 counties nationwide layout sales staff, in six months to form AstraZeneta's county-level marketing team.At the same time, foreign pharmaceutical companies such as Bayer, Sanofi, Noel and Nord have locked in the primary medicine market, and domestic pharmaceutical companies such as Colum Pharmaceuticals, Chenxin Pharmaceuticals, Ganzhou Pharmaceuticals and Treasure Island Pharmaceuticals have already been laid out in the township primary medicine market, and account 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 of pharmaceutical enterprises, but also to solve the employment problems of pharmaceutical representatives one of the choices.At the forum, Beijing Sheng Shikang to Chinese medicine marketing planning Co. , Ltd. Chairman Shen Yong accepted the question of Cypress Blue, said: before the layout of foreign enterprises county and township market, is experienced failure, stagnation, and then restart the process. Before 2010, foreign enterprises basically do not send representatives to the county, to the city has been very "sinking", mainly because of high labor costs and low prescriptions.He gave an example: a foreign company's pharmaceutical representative, the basic salary at least 4000-5000 yuan, coupled with social security expenditure, labor costs are relatively high, and foreign companies' drug prices were generally too expensive before, taking into account the county market patients' ability to pay, the county hospital's foreign drug prescription volume is also very limited, in general, foreign enterprises sinking the grass-roots cost-effective.An industry expert who has studied health reform in depth has expressed the same view, saying: Indeed, now including AstraZeneca as the representative of enterprises, are making a big foray into the grass-roots market, the network is sinking. But they this grass-roots usually to the county, county people's hospitals, and then down, such as township hospitals, it is more difficult to involve.Because the sales volume generated by a single medical institution is limited, it is difficult to share the labor costs. For example, the pharmaceutical representative ran a second-level hospital, once a month, monthly sales of 100 boxes, the cost can be supported. But to the township health hospital, because the coverage is too small, even if the ability to pay will not have too high sales, medical representatives run, may not be enough travel and wages.But with the development of Urban Integration in China, more and more enterprises have done the third terminal in recent years. Shen Yong mentioned: the people have money in their pockets, and under the control of multiple policies, drug prices generally fell, especially foreign-owned enterprises in the county and township medical insurance reimbursement ratio increased, the market capacity up, foreign enterprises as the representative of the pharmaceutical enterprises naturally began to sink channels.▍ more policies, good grass-roots marketin recent years, the country has a number of policies to promote the grass-roots market, grass-roots hospital market ushered in more opportunities.On August 13, the National Health and Health Commission issued a Notice on the Issue of a List of Pilot Cities for the Construction of Urban Medical Complexes, which identified 118 pilot cities for the construction of urban medical associations, and encouraged the unified management model of medical associations.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, and build a county medical community in 500 counties.With the continuous promotion of the medical association and the medical association, the catalog is unified, the procurement method, payment, drug use and management mode of pharmaceutical supplies will change, and the business model of pharmaceutical enterprises will also change.On May 31, the National Health and Safety Commission issued a "Notice on the issuance of the national three-level public hospital performance appraisal operation manual", requiring the number of patients (door emergency, hospitalization) indicators to guide "gradually improve."In other words, the higher the number of patients transferred to the third-level public hospitals, the higher the performance indicators, and the lower the way down is through the medical association, down to the second-level hospitals or primary medical institutions, the primary drug market will also appear new changes.In the context of volume procurement, medical insurance fee control, pharmaceutical representatives are becoming more and more difficult to become the general consensus, and the outbreak of the grass-roots market, pharmaceutical marketing model changes, all these are new opportunities for pharmaceutical representatives.▍Pharma representatives, grass-roots posts so electedfor how to do the county and township market, the above experts put forward suggestions:First, the self-built team, to Tiansli, Yiling, step, and Huang Pharmaceuticals as the representative of the local enterprises, their terminals can basically sink to the county, such as Tiansli, set up a special urban and rural branches, a county has nearly 1 to 2 pharmaceutical representatives, like the revision of pharmaceutical industry in a county has 3 to 5 representatives. These self-built offices have expanded their reach in the county-level market.The second is to understand the characteristics of the county doctor's medication. If in the short term can not establish a direct county-level sales force, it must be understood that the county-level market drug characteristics and the city's big three hospitals have significant differences. For example, the county-level market is dominated by general medicines, common drugs, low-priced drugs, and chronically ill drugs.For pharmaceutical representatives, if you choose the post of county and township market, we should pay attention to three points:First, to consider the price of the product itself, if too expensive, still not good to promote, such as correction, benevolence, sunflower itself product price is not high, easier to enter the county and township market; Third, whether the mechanism of enterprises sinking county-level market is flexible, such as some representatives of domestic enterprises to "small contracting" way to enter the grass-roots market, and foreign enterprises are difficult to do so.With the continuous development of urbanization, and the new agricultural policy is constantly improving, the county and township medical market capacity will be larger and larger, every pharmaceutical enterprises can find their entry point in the market competition. (Cypress Blue
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