All the imagination of the future pharmaceutical e-commerce is based on the value of social expectations.

The transformation of the Internet medical infrastructure has become the focus"Looking forward to the state to give 'Internet plus medical health' more policy support, so that Internet health has become the country's new online economic development in a more powerful economic growth force." "Medical and drug interoperability is widely concernedAn Ah-o, a member of the National Committee of the Chinese People's Political Consultative Conference (CPPCC), believes that the Internet hospital medical insurance reimbursement channels have not been widely promoted, and most patients are still used to offline medical treatment for reimbursementIt is proposed to implement an equal health insurance payment policy for offline and offline medical programs, and to support the inclusion of "Internet plus" medical services in medical insurance paymentYang Wenlong, a member of the National Committee of the Chinese People's Political Consultative Conference (CPPCC), also suggested that, under the circumstances of medical and medical connectivity, promote online payment of medical insurance, form a multi-level, multi-type medical service system and medical insurance settlement payment system, and solve the problem of people's registration difficulties, difficult to see a doctor and expensive to buy medicineIn fact, the domestic discussion of medical access and medical e-commerce has never been interrupted over the yearsAlong the way, it can be said to be a stumbleIn 1998, the first online pharmacy in China, "Shanghai First Medicine" was bornOnly a year later was due to policy factorsSince then, the pharmaceutical e-commerce company fell into a decade of silence, and experienced 10 years of pioneering, veritable "slow business." According to the 2020 White Paper on The Research of Chinese Residents' Drug Purchases (hereinafter referred to as the White Paper), more than 60% of residents have used the e-commerce platform to purchase drugs in the past year, and the frequency of drug purchases has reached 5.8 times per person per yearDomestic online drugstores really emerged in 2010, nearly 10 years of development process, online drug purchase gradually become the mainstreamIt was supposed to be a slow confidence-building process, as a public health emergency finally got into the fast laneThe reason is that the social value of pharmaceutical e-commerce is fully highlighted and widely recognized as the keyIn essence, there is no difference between pharmaceutical and e-commerce, the difficulty is that the pharmaceutical sector is more demanding service requirementsIn particular, when drug consumers to the pharmaceutical e-commerce to throw three difficult questions: First, how to ensure drug safety? Search the network "online pharmacy", more around the "which online pharmacy regular", "which reliable online pharmacies" and other issuesSecond, is it transparent enough to buy medicine? "Don't sell right, only sell expensive, this is the hidden rules of the pharmacy industry, has a long historyChen Hongyan, deputy secretary-general of the China Medical Materials Association, said of breaking the truth The reason is that under the premise that medicine is not home, the interest slink between hospitals, doctors, prescriptions and medicines is difficult to cut Offline pharmacies to the "white big coat" shop assistant as a pharmacist, marketing high gross margin drugs and health care products and other phenomena, consumers have been sick for many years Moreover, are the drugs full enough and stable enough? For chronically ill and rare patients, medications need to be taken for long periods of time, or the drugs needed are difficult to buy, and the O2O platform for offline pharmacies and offline pharmacies does not always meet demand As with those on the Internet during the outbreak, their voices need to be heard These pain points can be attributed to the medical information asymmetry caused by the trouble According to the White Paper, nearly 90% of residents have expressed a willingness to try the use of e-commerce platforms to buy medicines In terms of the main factors that drive users to choose a pharmaceutical e-commerce platform, the top three are "more brand choices," "more secure" and "lower prices." At present, the mainstream pharmaceutical e-commerce platform, aggregated a large number of pharmaceutical retail enterprises, relying on a large number of pharmacies converge the huge SKU reserves (mostly offline pharmacies 10-60 times), can provide patients throughout the country with the required drugs, increased access to medicines in remote areas At the same time, the online drug purchase information transparent, easy to compare prices, but also can appropriately reduce the cost of drugs consumers In addition, the b2C model of pharmaceutical e-commerce is also an important factor affecting their consumption decision-making With the advantages of online connectivity, pharmaceutical e-commerce generally cooperates with offline hospitals, offline pharmacies, Internet hospitals for medical resources, the user demand data integration, reasonable redistribution, it can provide consumers with blood sugar / blood pressure monitoring, drug guidance and other civilian services As far as consumers are concerned, the social value of the B2C model of pharmaceutical e-commerce lies in the fact that, after breaking the gap between information asymmetry, there are certain advantages, both in terms of category, cost-effective, or accessibility and convenience The ultimate service experience provided throughout the consumer process around "initial feeling-understanding-buy-in-purchase-after-purchase" will help build a trust bridge between consumers and the platform It is worth noting that during the outbreak, although the main groups of online drug purchases are still mainly young people, but limited by traffic isolation and other factors, some elderly people also began to children or platform customer service guidance and help to try their own online purchase of drugs The "silver-haired" have taken online medicine as a life skill It is conceivable that those consumers who consult online on the pharmaceutical e-commerce platform and buy commonly used drugs, masks and other items may be more frequent in the future, as common as watching live shopping Drug shortage has always been a complex multi-factor problem, production, policy, speculative monopoly and other factors may cause the shortage of drug resources, uneven distribution and other problems, and this is not just a domestic phenomenon According to a study by Professor Mao Ningying of the School of Economics and Management of China Pharmaceutical University, drug shortage is a common problem in the world In addition to pharmaceutical resources, professional medical services are also scarce Looking back at the domestic, in recent years, the number of practicing pharmacists in China's offline pharmacies has actually increased significantly, but compared with the number of offline pharmacies, the gap in the number of practicing pharmacists still exists According to the March 2019 issue of China Pharmaceutical Management, there were 466,133 offline pharmacies in China in 2017, with an average of only 0.8 practicing pharmacists in pharmacies Not only that, offline pharmacy practitioners of the medical level, service capacity is also limited Some pharmacy pharmacists are limited to prescription dispensing and simple medication guidance, and the responsibility of pharmacological services for patients to use reasonable medication is seriously missing In the distribution of resources, the Matthew effect of medical resources is highlighted According to the statistics of China Pharmaceutical Management, China's practicing pharmacists are mainly distributed in the eastern region, accounting for 45.13%, while the central, western and northeastern regions are 23.31%, 21.42% and 10.14%, respectively The current situation in the medical industry, how can the pharmaceutical e-commerce platform realize its social value? The White Paper shows that the more cities sink, the higher the level of residents' recognition of the value of the pharmaceutical e-commerce platform Pharmaceutical e-commerce platform not only a full range of drugs, but also through the online provision of regular pharmacists / physician consulting services, effectively make up for the low-tier cities offline pharmacy pharmacists and drug resources During the outbreak, the national mask production increased more than 6 times year-on-year, alcohol and other related medical resources have also increased significantly, in the e-commerce platform logistics channels, these medical supplies can be quickly and accurately delivered to low-line urban residents, further highlighting the huge value of the pharmaceutical e-commerce platform For the whole medical industry, the social value of pharmaceutical e-commerce lies in the ability to effectively crack down on the shortage and uneven ness of drug pharmacists and pharmaceutical resources in low-tier cities Based on existing solutions, we might be able to envision the future of a higher concentration of pharmaceutical and e-commerce companies, the strong rise of companies with successful closed-loop efforts, leadership, and the difficulties and dilemmas facing more healthcare industries In this closed loop, it covers information self-diagnosis, medical consultation, medical consultation, drug purchase, disease management.. Under the whole consultation link, the real realization of "medical", "drug" through "It's very convenient to buy over-the-counter drugs online, and there's a vetting process for buying prescription drugs, which is a bit more cumbersome Cui Dan, deputy director and researcher of the Department of Global Health at Wuhan University's School of Health, has repeatedly bought medicine sourcing drugs for his family online as a consumer during the epidemic prevention and control period Hepatitis B patient Liang Wen found that in the local general pharmacies and county hospitals simply can not buy anti-viral drugs "Entikawe", only to the city of Sanjia Hospital registered to see the clinic can be bought During the outbreak, because of fear of worsening the disease, dare not stop the drug, after a friend's recommendation finally on the e-commerce platform to buy the required drugs In addition to being able to buy in a long-term and stable manner, he is pleased that he can save nearly a thousand yuan a year on the cost of medicine Benefit from online sales of prescription drug compliance, health insurance docking and other policy benefits, pharmaceutical and hospital and other institutions linked, as well as consumers to the pharmaceutical e-commerce acceptance of the increased impact of factors, "home anti-epidemic" period, many consumers have developed the online purchase of drugs consumption habits, especially those with re-purchase, stability, high cost and other labels of consumers According to the White Paper, the pharmaceutical e-commerce platform has become the preferred channel for patients with chronic diseases and rare diseases to purchase medicines It is worth noting that when the establishment of new consumption habits, pharmaceutical e-commerce platform has become the mainstream drug purchase channels, pharmaceutical companies, regulators towards pharmaceutical e-commerce attitude has a subtle change In the past decade or more, pharmaceutical e-commerce companies have been active in improving industry transparency and operational efficiency, trying to prove to regulators a point that would be more conducive to policy regulation online At the same time, pharmaceutical e-commerce is also affecting industry institutions, regulatory levels, and promote benign adjustment For example, the official public number of several provincial and municipal health and sanitation committees, in the past, did not have drug sales-related services, but in special periods also online the function of the follow-up party For the regulatory level, in the process of this long-term run-in, the development of the B2C model of pharmaceutical e-commerce, the regulatory model of Internet medical has always played a sample, model role In the past, the supervision of drug business enterprises, are in the local drug supervision department, only monitor the circulation of the main business channels In the future, will penetrate, extended to monitor the network platform and drug individuals In this rule, there are many points of force in the three parties: focus on optimizing the improvement of the industrial chain level, as well as circulation, retail players, such as the problems caused by the dispersion, as far as possible to reduce intermediate links, accelerate industry integration, so as to improve link efficiency, in product quality, prescription information, transaction information and other aspects to ensure traceability of information In exploration and practice, in many aspects, the actual effect has exceeded expectations The long road is long, and there is a long way to go Today, the pharmaceutical e-commerce B2C market has passed the threshold of 100 billion, under the scale effect, how to create social value to consumers to bring more happiness is a new proposition In the future, all our imaginations of pharmaceutical e-commerce should be based on the value of social expectations.