After the disappearance of a million drug generations, the digitalization of pharmaceutical enterprises has become more active than ever, and they are seeking transformation in this way

The medical representatives have been having a bad time recently According to the data circulated on the Internet, 3.5 million drug substitutes lost nearly 1 million people This number may be exaggerated, but in recent years, the "two vote system", "purchasing with quantity", as well as the hospital's spontaneous soft policy, did have a great impact on all kinds of medical representatives "Since 2019, we have not received any sales fee support When we talk about these drugs, we use "maintain sales" instead of "sales growth" A medical representative of a drug agent in the "4 + 7" directory in Guangzhou, who was reluctant to give his name, told aoya.com that 20 years of experience in drug substitution had not brought him enough moves to cope with the changes in the series of policies Biologics salesmen are also prepared for the future, said a Johnson & Johnson Medical Representative: "although the policy is not on our head, the management is still actively trying some new management and sales methods In this general trend, no one can be sure of the subsequent changes? " The problems that pharmaceutical enterprises are facing now are breeding new market demand Recently, the arterial network has observed many new actions of pharmaceutical enterprises They try to realize the digital transformation of pharmaceutical sales through project cooperation or purchase services with third-party platforms These enterprises selected by pharmaceutical enterprises include not only companies with doctor community such as dingxiangyuan, xingshulin, mixi technology and medical circles, but also software service companies with clear objectives such as softsu technology and Yunshi software, serving for internal management of pharmaceutical enterprises At the same time, artificial intelligence and information companies have gradually joined this field through cooperation, and the whole medical digital Bureau The face is more active than ever Therefore, we interviewed a number of pharmaceutical executives, solution providers and pharmaceutical representatives to try to understand the answers to the following three questions: why do pharmaceutical enterprises need to transform? How do pharmaceutical companies choose digital products? In the digital wave, who is assisting the digital transformation of pharmaceutical enterprises? Cost, channel, compliance, and problems faced by pharmaceutical companies are multiplied under the policy "Overall, China's digitalization is at the forefront of the world, and other countries are incomparable in terms of service scale, innovation, complexity and effect." A digital service provider said In contrast, the speed of digitalization of pharmaceutical sales is slightly lagging behind, which is closely related to the interest disputes in various channels of pharmaceutical sales From the perspective of external factors, under the great pressure of medical insurance, policies have become the main driving force to promote the reform of pharmaceutical enterprises After the two ticket system, pharmaceutical companies can still guarantee the interests of doctors and medical representatives by issuing high invoices, absorbing natural persons as employees, or grafting costs to consumers While volume purchase is a call to reduce maintenance There is no room for pharmaceutical agents to survive in the sales market involving drugs In this case, pharmaceutical companies with strong R & D capabilities see opportunities They invest more capital in R & D and consistency evaluation, so that later drugs have more opportunities to participate in government bidding Some pharmaceutical companies do not have R & D capabilities Under the big policy, they can only "sell one day for one day" and wait for recovery However, no matter which type of enterprise is mentioned above, whether "4 + 7" wins the bid or not, the expected profits of pharmaceutical enterprises have been greatly reduced, and the stock prices of such successful enterprises as Huahai pharmaceutical and xinlitai have fallen by more than 10% in a week In addition, large-scale pharmaceutical companies will pay more and more attention to compliance In June, the joint audit of the Ministry of Finance and the medical insurance bureau will become a clearing act for the chaos of medical sales "After the storm, some behaviors that touch the high-pressure red line will rise to the height of life and death of enterprises," said Tu Honggang, founder of medical software Liu Xiaoze, COO of Shanggong medical information, said half jokingly, "the current sales may only be able to invite customers to have a lunch box between academic conferences." Looking at the internal factors, the management of pharmaceutical sales has always been known as extensive management Different pharmaceutical companies have different departments, different circulation times, different required periods, and the time varies from two weeks to two months Therefore, the KPI assessment of each pharmaceutical company for sales is generally result oriented Nowadays, the pharmaceutical circulation mode is gradually simplified, and the work accounting of pharmaceutical representatives has become relatively simple Under the pressure of cost, pharmaceutical enterprises also need more refined management means to manage sales personnel In the past, medical representatives were selective in tracking doctors, and had subjective judgment to find doctor resources Everyone will focus on those doctors who are familiar with each other and easy to communicate with each other, while for some doctors who are not familiar with each other, they will not devote enough energy to follow up This makes it difficult for medical representatives to cover the doctor group completely and objectively With the promotion of hierarchical diagnosis and treatment policy, drug agents also need to jump out of the first tier cities where they have lived for a long time and go down to more basic medical institutions to develop business These resources need to be provided by third-party institutions Finally, the promotion of Internet medicine and the attention paid by doctors and patients to the follow-up process reshape the way of medicine circulation In addition to the promotion through traditional academic conferences, many pharmaceutical enterprises or pharmaceutical e-commerce are seeking information-based enterprises to plant drug flow from the channels of follow-up and mobile consultation In general, we can attribute the reasons to the following five points: 1 The policy of two vote system and purchasing with quantity leads to the decrease of the price of medicine and the decrease of the income of pharmaceutical enterprises, which needs to be compensated through other channels; 2 The increasingly strict compliance requirements change the drug marketing mode, and the enterprises need new technology and new management methods to meet the needs of doctors; 3 In the past, there was a lot of optimization space for extensive management of pharmaceutical sales Through refined management, pharmaceutical enterprises could improve efficiency; 4 There was a blind area in the past pharmaceutical sales model, pharmaceutical enterprises needed technical help to cover the blind area and reach every doctor accurately; 5 The behavior changes of hospitals and doctors make it difficult to get through traditional channels; the promotion conversion rate of academic promotion and other forms needs to be improved, and pharmaceutical enterprises need to obtain new sales channels through Internet hospitals and follow-up For the above reasons, some pharmaceutical companies either issue their own prescriptions or seek solutions from third-party enterprises The objectives of these programs mainly include: reducing sales costs, expanding sales channels, developing better KPI system, making sales staff more transparent, covering more comprehensive doctors, achieving better compliance and other means So, in practice, how do pharmaceutical companies operate? How do pharmaceutical companies choose to build or outsource? "There is no doubt that Pfizer is the best digital company of all pharmaceutical companies." A senior executive in a big pharmaceutical company sighed As the largest pharmaceutical company in the universe, Pfizer not only takes the lead in consciousness, but also makes an amazing investment in digital sales transformation In the medical field, data has always been the most important element Therefore, for a long time, pharmaceutical companies have been holding data in their own hands, developing their own management systems, and holding various meetings on their own But after 2018, many enterprises began to think, why don't enterprises use the existing platform through cooperation and build one by themselves? "With cloud computing, you will find that Tencent, Alibaba, Jingdong and other enterprises have started to build a platform for health care and promote the concept of sharing," Mr Merck told aoya.com A lot of pharmaceutical companies are beginning to realize that I just want to join in, there is no need to play alone " A wide range of cross-border cooperation is thus launched "Many pharmaceutical companies advertise their own strategic cooperation What logic? They are in the enclosure " "Internet companies have a lot of patient data, and these potential patients are in their hands," Wang said Therefore, the way that pharmaceutical companies treat digital marketing is no longer "big pot and rice" propaganda, but using doctors' portraits to accurately locate and seek feedback - in the past, information transmission was often one-way, and pharmaceutical companies are often difficult to find out the effect of delivery, let alone feedback - which is an important factor for pharmaceutical companies to choose digital platform Who can provide such a service? Artificial intelligence enterprise is a direction Wang Nan described diabetes as the first mock exam: a pharmaceutical company may work with AI to win some large diabetes projects AI enterprises will complete these projects with platform thinking, and provide services for patients in the way of cloud, shadow and image Here, we can establish a patient community, which is exactly what pharmaceutical enterprises want Of course, not every pharmaceutical enterprise has chosen this open mode Some pharmaceutical enterprises have the ability and energy to build their own vertical ecology, and Fosun Pharmaceutical is one of them Chen Tao, application director of Fosun Pharmaceutical system, said: Fosun digital marketing started in 2016, when it directly became a subsidiary This company mainly includes two projects, internal and external The internal project is called "Ai marketing middle platform" Through this project, Fosun wants to build the whole marketing system into a middle platform with multiple modules The "intelligent marketing platform" module will open Fosun's GIM internal system Fosun's sales personnel will complete all the sales promotion, management, expense reimbursement and other processes on this platform The external project is called the "new retail" platform, focusing on the f2b2c mode Chen Tao told aoya.com: "we have signed contracts with more than 3000 retail pharmacies, the main purpose of which is to help them introduce the electronic prescriptions in the hospital to the pharmacies, so as to help patients get drugs directly from these pharmacies This platform supports various online payment methods As long as the hospital can issue electronic prescriptions "The main function of digital marketing is to develop customers, that is to attract new customers For example, if we need professional doctors to settle in, we will set a KPI for sales to ensure the number of new doctors to enter in a month, so as to encourage sales and cooperate with the company to achieve the purpose of new customer development At this stage, the assessment has not been linked to the sales The first reason is that there may be no substantial growth in a short time The second reason is that it is difficult to prove that there is a direct relationship between new customers and digitalization, and it is difficult for us to identify In general, we are still at the exploratory stage " There is no doubt that some enterprises are playing an important role in this transformation Which enterprises are supporting the digital transformation of pharmaceutical enterprises? The medical digital auxiliary enterprises mentioned in this paper mainly include two aspects: the first is to make digital sales management scheme for pharmaceutical enterprises; the second is to find new sales channels and develop new customers for pharmaceutical sales In the survey, arterial network found that in addition to leading enterprises such as veeva, most of the enterprises assisting in the digital transformation of pharmaceutical enterprises are not proficient in this, most of them are halfway out, using the resources at hand to rebuild new products, and their businesses have their own advantages Through the selection of hundreds of enterprises, the arterial network has selected several mature and representative enterprises for exclusive interviews, trying to tap the hidden value of this track 1 Veeva's digital business veeva is a real leader in the field of medical digital management Its main business is to provide pharmaceutical enterprises with management solutions for sales departments, and provide medical representatives with easy-to-use commercial software Since its establishment in the United States in 2007, veeva's customers have almost covered the top 20 pharmaceutical companies Sales from 20 million