After "4 + 7", 3 million drug agents are facing a big reshuffle. Where is the way out?

[industry trends of pharmaceutical network] the 4 + 7 pilot expansion has reached more than 30 provinces Recently, many places have started to purchase 4 + 7 selected drugs in succession Under the rules of the 3 selected ones, the drug market in major provinces in China has started a new round of reshuffle In addition, the top-level planning of DRGs, the adjustment of medical insurance catalog, and the change of medical insurance payment standards all make pharmaceutical companies face many challenges in terms of drug prices and medical insurance treatment After "4 + 7", the life of salesmen is not easy In general, the sharp decline of drugs has become a trend Under the background of rising cost and fierce competition, no matter domestic or foreign enterprises, the internal layoffs, dismissals and resignation adjustments of drug enterprises are frequent Last month, Beijing Jialin pharmaceutical announced the dissolution of the sales team, while Sanofi also optimized the distribution of Plavix's medical team and sales team In addition, many well-known pharmaceutical enterprises, such as Huasen pharmaceutical, Enhua pharmaceutical, Hengrui pharmaceutical, have already made adjustments to the sales department, and even made it clear that they will reduce the investment in the sales link In addition, since October, many senior managers of pharmaceutical companies have chosen to resign For example, President Wu Zhong of Jiangsu Province resigned, vice president Sanjiu of China Resources resigned, five managers of Pfizer resigned, Novartis tumor senior management changed, and head of HRF left to seek external opportunities Although there are different reasons for the departure of senior executives of pharmaceutical companies, it is difficult to say that it has nothing to do with the pressure of volume purchasing performance With the introduction and implementation of the volume purchase policy, as well as a series of medical insurance cost control policies, the end of the era of high profits of domestic generic drugs has been announced, which has also completely impacted the traditional marketing mode of the pharmaceutical industry The next few years will be the rise of innovative drugs and the reconstruction of marketing model value The traditional customer visit and expense driven sales mode not only has high cost and non-compliance, but also has no shelter for products with high sales expense under the national volume purchase, so it must be transformed immediately Especially after 4 + 7, the products included in the centralized purchase are no longer "commodities", but "industrial products" Some pharmaceutical enterprises do this kind of industrial products Their market is relatively large, but their profits are very thin, so they do not need marketing or sales teams Medical representatives seek the way out of transformation So where is the way out for the transformation of many remaining medical representatives? Industry insiders said that the future of pharmaceutical companies is to find new sales channels and reach the target population For example, with the introduction of consistency evaluation and 4 + 7 volume purchase policy, prescription outflow has become an inevitable trend of drug circulation, and DTP and prescription drug retail have become one of the ways for many pharmaceutical representatives to transform It is understood that 18 provinces, including Liaoning, Guangdong, Jiangsu, Sichuan, Zhejiang and Shandong, have issued the documents of policy implementation and prescription outflow With the gradual promotion of the separation of medicine, many pharmaceutical enterprises have begun to increase the distribution of out of hospital sales channels, and the sales of some new specialty drugs have gradually turned to DTP pharmacy In addition, under the background of 4 + 7 expansion of national public hospitals and national efforts to promote grass-roots medical care, the grass-roots terminal drug market is rising day by day The market coverage of pharmaceutical enterprises cannot be reduced Pharmaceutical representatives need to sink to the grass-roots level more widely and interact and reach with more target doctors and departments continuously On the doctor community platform, academic information can be easily transmitted to grassroots doctors in vast areas through online expert lecture, market research, knowledge competition, department meetings, article delivery, etc In addition to the grassroots and out of hospital markets, many pharmaceutical companies began to seize the Internet technology to make breakthroughs and innovations in business models For example, recently, Bayer, a multinational pharmaceutical company, has reached cooperation with Jianke, a pharmaceutical e-commerce company, on chronic disease management projects It is understood that this project can track the patient's medication in real time and adjust the treatment plan in time We need to know that at present, China has nearly 300 million chronic disease patients, which is a very large group of chronic diseases in the world With the strong support of national policies for the prevention and control of chronic diseases and the use of Internet technology, pharmaceutical enterprises may gain more market opportunities Nowadays, the environment of "sales with gold" is gradually evolving, and the product promotion and sales cost structure through consistency evaluation will change, which is an opportunity for many pharmaceutical enterprises to rebuild their marketing model However, the transformation of marketing mode requires the top-level design and overall thinking of the enterprise, which can not be achieved overnight, and can not be expected to have the same immediate effect as the sales with gold In a word, digital marketing is a long-term process of building a system, which requires persistence and long-term investment, as well as multi-channel layout and continuous optimization.