After 4 + 7, multinational pharmaceutical enterprises have accelerated their transformation and become a trend of cooperation with domestic pharmaceutical enterprises!

[pharmaceutical network industry trends] 80% or more of the expired varieties in China's pharmaceutical market, and the main market share of these varieties is basically occupied by multinational pharmaceutical companies In 2019, the "4 + 7" volume procurement policy continued to advance, gradually pushed to the whole country from the original "4 + 7" pilot city, which not only affected local pharmaceutical enterprises, but also had a significant impact on multinational pharmaceutical enterprises occupying a large number of Chinese pharmaceutical markets According to the data of strategic adjustment and the trend of cooperation with domestic pharmaceutical enterprises in the research and development of new drugs, in the past, the original research products still accounted for 80% of the sales volume of multinational pharmaceutical enterprises in China How to manage the lost original research products will be an urgent problem for multinational pharmaceutical enterprises Some insiders said that at present, the transformation of R & D innovation, divestiture of mature drug assets, transformation of marketing mode and the transformation from "product centered" to "patient-centered" are almost all the transformation ways that multinational pharmaceutical enterprises are trying For example, Johnson & Johnson, Roche, AstraZeneca, etc., with the strong domestic support for innovative drug research and development, have a large number of global new drug research and development in China; and accelerate the listing of new drugs in China, put global new drugs on the market in China, and cooperate with domestic institutions and enterprises to research and develop new drugs are common transformation models for cross-border pharmaceutical enterprises Among them, the way of cooperation with local enterprises is favored by multinational enterprises because they can enjoy the policy preference of "localization" in the subsequent approval, production and listing links, reduce the approval process and shorten the time of drug listing Taking Pfizer as an example, in 2016, Pfizer authorized Suzhou Paige biomedical Co., Ltd to develop glucokinase activator (GKA) drugs suitable for Chinese patients in the field of diabetes The latter is responsible for all research and development, clinical registration, drug production and other work of this kind of drugs in China In early 2018, Pfizer authorized the global rights and interests of a new tumor antibody drug to Suzhou Kaifa Pharmaceutical Co., Ltd In 2019, AstraZeneca (AZ) and LVYE pharmaceutical reached a strategic cooperation, AZ obtained the promotion right of zhizhikang capsule in mainland China This is the first time that MNC has been granted the right to promote Chinese made prescription drugs independently developed by Chinese pharmaceutical companies in China AZ accepts the promotion right of zhizhikang, which can supplement AZ's cardiovascular product line in China More importantly, it can make up for the decrease of sales volume caused by the falling standard of Keding ® (rosuvastatin calcium tablets) in the "4 + 7" volume purchase   Recently, Shanghai Pharmaceutical announced that it has officially signed a cooperation agreement with BioCad, a Russian biopharmaceutical company The Shanghai Pharmaceutical subsidiary has contributed US $240.4 million (50.1% of the equity) The Hong Kong subsidiary of BioCad has established a joint venture company with us $29.94 million and 6 cooperative products' R & D, production, sales and other commercial rights in China In the future, it will continue to introduce foreword biopharmaceutical products Products and biotechnology Change the marketing mode and develop the basic market Under the background of "4 + 7", the traditional marketing behavior of the pilot areas is squeezed, but there are still some achievements in the vast non pilot areas and the out of hospital market According to some reports, the majority of multinational pharmaceutical enterprises have chosen to open up retail drugstore channels, cooperate with Internet enterprises, carry out digital marketing and innovate in payment For example, Pfizer has reduced the price of its products in the past few years to improve the accessibility of drugs, while Merck has focused on China's developed e-commerce system and moved its life science business to Alibaba B2B platform 1688 Because of the fierce fighting in the first and second tier cities and the inclination of the national policies to the primary hospitals, the primary market has gradually become the indisputable place for pharmaceutical enterprises, and more and more multinational pharmaceutical enterprises have begun to layout in this field Take Sanofi as an example, it has set up a grass-roots medical business department to strengthen sales promotion in County cities, and increase additional sales for Sanofi through its strength in County markets and community health centers In addition, Pfizer is supplementing a large number of pharmaceutical representatives in the county market, and has opened 1000 positions; AstraZeneca has opened two rounds of recruitment for the county market in 2019, covering 517 counties, 158 cities and 20 provinces in China In addition, Bayer (China), Merck (China), GlaxoSmithKline (China) and other multinational pharmaceutical companies have released recruitment information of pharmaceutical representatives In addition to multinational enterprises, local pharmaceutical enterprises such as Yangzi River are also establishing grassroots sales teams to develop county-level hospital market In fact, the core reason for multinational pharmaceutical companies is the high cost of marketing Once a large number of drug prices decline, they can not afford huge promotion costs, so they can only choose to outsource or cooperate with domestic enterprises Therefore, some insiders said that in the future, China's pharmaceutical market will present the following four characteristics: multinational pharmaceutical enterprises will dominate the innovative pharmaceutical market; domestic large pharmaceutical enterprises will dominate the generic pharmaceutical market and gradually enter the innovative pharmaceutical market; the industry has a high degree of concentration, front and back-end penetration, and the strong will remain strong; and a new industry ecology of joint development, joint development and equity sharing will be formed!