Activate the smiling curve of pharmaceutical industry with Internet

Source: 21st century drugstore 2014-11-15 "although the Internet tends to flatten the smile curve of medicine, manufacturing industry is the foundation of the industry If the industry is abandoned, the industrial value curve will become two tears." On the afternoon of November 6, at the 26th national pharmaceutical economic information conference, Tao Jianhong, deputy director of CFDA South pharmaceutical Economic Research Institute and chief editor of pharmaceutical economic newspaper, made a theme report entitled "activate new growth - explore the solutions to the pain points of China's pharmaceutical transformation and upgrading" At the end of 2014, the growth rate of output value of China's pharmaceutical industry slowed down to 15.8%, and the growth rate of efficiency fell to 12%, and the macro-economy entered a slow cycle On the other hand, Chinese medicine is stepping into a turning point from labor surplus to shortage The wages of domestic pharmaceutical enterprises have been rising year by year, with an average annual growth of 11% in the past five years, but the growth rate of corporate profits is weak The growth rate has declined by 10.2 percentage points, which proves that the gap between the total supply of industry and the cost of labor is increasing Tao Jianhong pointed out that "to avoid this kind of" declining profit ", pharmaceutical enterprises urgently need to increase the code of innovation driven development." Only by understanding the pain point can we find the breakthrough point Tao Jianhong, the breakthrough point, describes it as "the outlet for the industry to fly under the new normal" In the past three years, 6-7 new chemical drugs of category 1.1 have been approved for marketing every year in China, and the number of approval numbers of domestic drugs has dropped to 168000 The proportion of new drugs accepted accounts for about 38% of the total number of applications However, the number of applications in recent years has been high around 7000 per year, and 17000 registration applications are expected to be in line in 2014 Among the 16 over repeated application and registration drugs published by CDE in September 2014, the number of approval documents for some varieties has exceeded 70 Atorvastatin calcium, hydrochloclopidogrel and other products are heavy bomb products with patent expiration in recent years Tao Jianhong pointed out: "it is obvious that the repeated declaration of high-end drugs should be paid attention to by domestic enterprises." Looking at the world, it is not only China that has entered the slow cycle In response to the dilemma of patent cliff and declining innovation efficiency, global multinational pharmaceutical companies cut jobs and R & D investment significantly, and the global pharmaceutical market is constantly rearranged China's share will increase from 9.8% in 2012 to 17.9% in 2017 Compared with the global average growth rate of 5%, China's drug market will grow by 10% - 11% in the future and move forward to the second largest drug market in the world In the global pharmaceutical market, the strength of each country changes with each other If domestic pharmaceutical enterprises want to have a gorgeous turn at the turning point of the global economy, they must think hard As for the pain points of transformation and upgrading, Tao Jianhong summed up the following four problems: 1 Insufficient R & D intensity, repeated varieties, and application congestion; 2 Traditional marketing methods are being subverted, and the Internet marketing model is in a fog; 3 Pricing, medical insurance, cataloguing, and bidding have a long way to go; 4 the direction of transformation needs to be reoriented, hold the advantages that have been obtained, make up for its own shortcomings by differentiation, and reasonably optimize the expansion It is the right way to make sure that the industrial air gap is increased with the health awareness, the burden of chronic disease is aggravated, the incidence rate of cancer, cardiovascular disease and diabetes is increasing, and it has become the health pain of human beings today Tao Jianhong pointed out that in the context of the Internet, pain point marketing, in-depth exploration of consumer experience, and innovative product value are becoming hot spots New drugs with more clear targets, better efficacy, and higher real world security will become more and more popular in the market Pharmaceutical enterprises should be good at mining unmet drug demand points and tracking the development progress of potential treatment categories in time Compared with the objectives of the 12th Five Year Plan, Tao Jianhong gives several ideas and designs for the strategic model of Chinese Pharmaceutical Enterprises: first, continuous innovation, which is the "Schumpeter power" for industrial development In Tao Jianhong's view, the starting point of pharmaceutical innovation is not only the continuous profitability of enterprises, but also the improvement and promotion of public health Only in this way, we will not lose even if the path of innovation is far away Second, the brand communication strategy should be changed and adjusted to encourage the integration of traditional media and emerging media Third, merger and reorganization, resource integration, focusing on innovative drugs, localization of high-end medical equipment, mobile medicine, and better management of health and chronic diseases Tao Jianhong pointed out that M & A is only a supplementary means to obtain new drugs, and focusing on innovation is the main business of pharmaceutical enterprises On the one hand, pharmaceutical giants tend to focus on clinical development and product management "The ultimate goal of M & A is to improve R & D efficiency, gain scale advantage in specialty areas, and ensure the continuous discovery of truly valuable new drugs in today's harsh environment." On the other hand, large pharmaceutical companies lose weight due to their concentration and avoidance "Resource integration has become a 'shortcut' for pharmaceutical companies to reduce risk - focusing on more advantageous areas and divesting less competitive businesses." Tao Jianhong mentioned that we have understood the general trend of domestic and foreign markets and categories We also need to pay attention to the fact that the Internet, while changing the traditional industry, has brought us many outlets These outlets are not to eliminate or subvert the tradition, but to upgrade the traditional business model and R & D means of our pharmaceutical industry Pharmaceutical industry is a traditional industry, but its dependence on innovation is far higher than that of traditional industries Tao Jianhong believes that the real Internet age is that the Internet has changed industry Enterprises should consider how to adjust their strategic positioning and embrace the industrial Internet Tao Jianhong analyzed the transformation direction of the pharmaceutical industry in the Internet era in the theme report The industrial Internet has subversive innovation and online and offline integrated development With the increasingly mature and accelerated penetration of mobile technology, and the evolution of consumer behavior, mobile medicine can solve more demands " The consumer Internet is gone, and the era of industrial Internet is coming She said that those companies with strong professionalism will be able to survive in the future Tao Jianhong predicted that China's online medical service market will reach 12.5 billion yuan in 2017, compared with 2.2 billion yuan in 2013 Tencent, together with Ding Xiangyuan and Ali, launched the future hospital plan, baidu created the Internet forces such as Beijing health cloud to transform the medical field, as well as new perspectives brought by cutting-edge products such as digital health apps and new wearable devices, which are worthy of deep concern of pharmaceutical enterprises "In the pharmaceutical logistics system, online and offline integration is the main trend; in the financing system, the transformation from the real industrial park to the" online industrial belt "promotes the combination of traditional industries and Internet finance; O2o, the product of the rapid development of e-commerce online transactions, is literally online to offline, which means online to offline, such as the group purchase of online payment offline dinner in 2010 However, with the gradual integration of online e-commerce and offline stores, o2o has not been limited to online to offline business model, and offline transactions have gradually returned to online social communication O2o more embodies the combination of online and offline, emphasizing the user experience before, during and after sales It is a real and virtual business ecology, and also a product of open interconnection between traditional enterprises and Internet companies " Tao Jianhong said that at present, China's biomedical park has launched the online to offline mode The integration of biomedical, medical equipment, mobile medical and Internet technology, and the integration of health industry and other consumer goods industry will surely form a series of new outbreak points.