AstraZeneca, Bayer, Zhengda sunny and other pharmaceutical companies targeting grassroots, layout of "Internet plus medicine", hospital side shop, DTP pharmacy.

Recently, the "2019 China grassroots medical innovation practice summit" jointly sponsored by arterial network and eggshell Research Institute was held in Guangzhou Experts, scholars, entrepreneurs and investors in the medical industry gathered together to discuss topics related to primary medical care With the continuous promotion of the consistency evaluation, 4 + 7 volume procurement has been implemented one after another, plus the implementation of the two vote system everywhere, the pharmaceutical reform has entered the deep-water area, the exhibition space of pharmaceutical marketing has been compressed, and the future development trend of pharmaceutical marketing has been how many guests present their views: Mr Yin Dongyu, general consultant of the management consulting of France; Mr Li Shanwei, national commercial director of Zhengda Tianqing; Mr Li Wei, head of non-public medical strategic cooperation of AstraZeneca; Ms Yu Jing, head of market access and bidding of Bayer health consumer products; Mr Xie Fangmin, CEO of Jianke; Mr Zhang Ying, investment director of Guangfa Xinde; and guests sharing shorthand arrangement of this paper FA Moxi Yin Dongyu: the challenges and opportunities of pharmacy industry under the new trend of medical reform the establishment of super medical insurance bureau is the turning point of medical reform, which includes the functions of new rural cooperative medical insurance of the former health and Family Planning Commission, basic medical insurance of urban employees / residents of the Ministry of human resources and social security, birth insurance and medical service / drug price management of the development and Reform Commission, and medical assistance of the Ministry of civil affairs Medical insurance has changed from a single buyer to a buyer, and volume purchase is a landmark event of medical insurance leading medical reform At the same time, the list of Medicare drugs will be gradually adjusted In the future, medical institutions, pharmacies, and primary medical care will all use the same directory It has been concluded that the hospital will cancel outpatient pharmacies, and retail pharmacies will welcome good news How should pharmacy industry cope with the change? The first is to ensure the stage of survival The first is the tax risk, including how to deal with the tax legislative reform, tax data system, adjust the tax rate, and strictly enforce the tax law, so as to assess their own profitability under the financial compliance; the second is the staff reserve of the drugstore, the executive pharmacist, the store manager and the staff to cultivate the professional ability; the third is the business model after the classification of the drugstore The rigid requirements of encirclement and medical insurance fixed point shall be met Secondly, it is the stage to be developed The core is a growing team and a perfect internal management system, so as to establish leading category management, stable customer relationship, systematic operation methods and recognized brands Moreover, in the development stage, there are key resources, which are reflected in terminal management ability, procurement and supply chain, financing and financial management, and can enlarge this ability, and continuously enlarge the enterprise scale through direct business, franchise, acquisition and merger Finally, the butterfly change stage is not limited to the traditional drugstore's operation mode, which can be diversified in categories, networked in terminals, cross-border in operation, specialized in services, and use innovative thinking, with higher efficiency and better results Li Shanwei, Zhengda Tianqing: it's a hot topic to build a three-dimensional marketing practice in recent years As the trend of pharmaceutical industry, about 70% of the prescriptions in the United States are completed outside the hospital In China, 75% of the prescriptions are sold by grade hospitals and 25% are sold outside the hospital There are also many policies in China to encourage the separation of medicine and the outflow of prescriptions It will take a certain time for channel transformation, and pharmaceutical enterprises have sufficient time to adjust and adapt The specific way is to build a patient-centered pharmaceutical care and pharmaceutical service system Taking patients as the center means that even if everyone suffers from the same disease, the reactions and plans produced by using the same medicine are totally different, so we pay great attention to each individual and individual Through pharmaceutical service, pharmaceutical service and chronic disease management, a complete closed-loop is formed Hospital side stores are an important part of the system, which can be convenient and professional There are more than 2300 grade hospitals in China, and each hospital can be equipped with two pharmacies, with a capacity of about 5000 Hospital stores can carry out knowledge education for staff members in disease areas and enhance patients' compliance through commercial insurance The development of professional pharmacies under the outflow of prescriptions can be divided into three stages: resources, specialties and services The first stage mainly focuses on the location and qualification resources of pharmacies, enterprise products and team resources, public welfare projects, medical insurance reimbursement and other resources The second stage is mainly to see the capacity of licensed pharmacists to accept prescriptions, the construction of hardware facilities of pharmacies, professional knowledge training of clerks, etc In the last stage, the level of professional customer service and database maintenance of patients, the recognition and dependence of doctors, and the trust of enterprises and government agencies are the main indicators DTP pharmacy is a reflection of professional service ability, and also has corresponding characteristics For example, in terms of site selection, it is similar to the hospital side store, which is mainly close to the hospital, "hospital side store", one store can cover one area; the sales products are mainly anti-tumor, blood disease, rheumatism immunity, organ transplantation rejection and clinical supporting products; the customers are mostly recommended by the hospital, with strong stickiness and pull sales; the service attributes are more prominent and professional, providing one-to-one services Medical services, health management, patient circle management, etc For the layout of DTP pharmacy channels in industrial enterprises, our suggestion is to have a complete system to guide the outflow of prescriptions from the hospital, to undertake the standard service process in the stores, the chain needs to establish a membership system, point reward system, patient education activities, and the internal medical department of the enterprise should cooperate Li Wei of AstraZeneca: Industrial collaborative innovation, empowering primary medical AstraZeneca is a global biopharmaceutical enterprise with scientific supremacy, focusing on R & D, production and marketing of prescription drugs, focusing on three treatment areas: tumor, respiration, cardiovascular, kidney and metabolism AstraZeneca operates in more than 100 countries, and innovative drugs benefit millions of patients around the world AstraZeneca entered China in 1993 The Chinese market is now AstraZeneca's second largest market in the world AstraZeneca has more than 13200 employees in China In 2018, the total sales volume in China was nearly 26 billion yuan At present, AstraZeneca is the second largest multinational pharmaceutical enterprise in China How to make patients enjoy diagnosis and treatment services more convenient and efficient, how to make diagnosis more accurate and treatment more individualized, and how to help patients better understand and manage diseases have become the common needs of patients and doctors in China today AstraZeneca's business innovation strategy is to create a "patient-centered" full course management solution Through the promotion of artificial intelligence, big data and digital strategy, we will continue to tap greater value for the industry and patients, promote the upgrading and transformation of local health industry to value-based, intelligent and experience based, and build a win-win innovation health ecological platform China's grassroots medical market has huge potential AstraZeneca has been exploring the most grassroots market and serving as many patients as possible We found that there are many small medical institutions, and there is a phenomenon of "lack of medicine and medicine" in the new era From the perspective of medical supply side, the convenience of medical services is insufficient, and the quality products are few From the perspective of medical demand side, there is a lack of practical medical knowledge and learning opportunities, and the drug supply channels are limited AstraZeneca's innovation at the grassroots level is to provide overall solutions for medical service management, including supply chain strategic cooperation, grassroots medical institutions start-up services, management improvement and academic improvement; innovation is to provide overall solutions for medical service technology, such as assisting grassroots medical institutions to build atomization room / atomization corner, and more overall technical solutions suitable for grassroots and non-public medical services, such as gastric cancer Early screening, community chronic disease management and traditional Chinese medicine innovation are also in progress In addition, we found that grass-roots non-public institutions account for a large proportion and have a high degree of marketization, so we have a comprehensive understanding of the demands of clinic development from the perspective of operation, and stimulate the willingness of cooperation of clinics The specific direction of our efforts is to improve the diagnosis and treatment ability, brand credibility, radiation ability and operation efficiency Bayer Yujing: innovative marketing strong grassroots Bayer is a life science company, founded in 1863, in the field of health and nutrition in the world's leading position Our innovative products will contribute to helping to overcome the major challenges of global population growth and ageing Under the guidance of our corporate mission "technology creates a better life", we will help prevent, alleviate and treat diseases Bayer health consumer products division sells a variety of influential brand products in the Chinese market, involving a variety of medical categories, including anti allergy, pain relief, cough and cold, skin disease, foot care, digestion, nutritional supplements and sunscreen, including Kangwang? , alleway? Da Xi? Karitan? King Bicon? Dan? , true beauty? Alonson? , white and black? Kenitin? strength extension? Meck? And so on China's market plays an increasingly important role in the global pharmaceutical market According to the data of Research Institute quintiles IMS, the scale of China's pharmaceutical market ranked second in the world in 2017 According to the monitoring data of Zhongkang CMH, the total scale of China's retail terminal market reached 384.2 billion yuan in 2018 According to the data of research and markets, China is the third largest OTC market in the world China's medical market is facing the challenges posed by aging population, grading treatment and medical insurance payment New retail and Internet plus, pharmacy classification management also provide new opportunities, challenges and opportunities Bayer has made several innovations in the past One is to lay out e-commerce platform and drive the market through new retail By 2018, Bayer health consumer products has established a strategic partnership with alihealth, jd.com and yiyao.com to jointly explore more innovative consumer interaction, data enabled business operation, and expand Bayer's brand penetration with 24 / 7 content on the largest e-commerce platform The second is to join hands with chain drugstores to achieve win-win double brand marketing; the third is to guide superior medical resources to drive retail terminals; the fourth is to focus on self-care, empower consumers and improve health literacy Jianke Xie Fangmin: Internet hospitals have frequently promoted the outflow of prescription drugs from pharmaceutical companies Starting from the supply side structural reform, the state has squeezed the accumulated disadvantages in the pharmaceutical marketing channels for many years through the consistency evaluation and 4 + 7 volume purchase mode The pattern of the national pharmaceutical industry has changed dramatically, the traditional marketing system of pharmaceutical enterprises has been challenged, and the pharmaceutical representative industry is facing a crisis Both foreign pharmaceutical enterprises and domestic pharmaceutical enterprises need innovative academic marketing promotion and new pharmaceutical retail methods With the rise of the new pharmaceutical retail system, many pharmaceutical enterprises are already building or starting to build a new pharmaceutical retail system They usually choose Fanli pharmaceutical e-commerce and offline pharmacies, and most companies are still in the exploration stage According to the industry's estimate of the amount of prescriptions that can flow out of the hospital in the process of medicine separation, by 2020, the purchased drugs in the prescription hospital will reach 1 / 3 of the total prescription amount, and the market scale will be close to 800 billion Family commonly used medicine, emergency medicine, special medicine, high price patent medicine, auxiliary medicine and chronic disease medicine will flow out of the hospital, and the main direction is to continue chronic disease prescription Internet hospital is an important way to undertake the outflow of prescriptions It can make remote online consultation, issue electronic prescriptions, and take medicines through medicine e-commerce / o2o drugstore / traditional drugstore Jianke has arranged Internet hospitals, physical hospitals and future pharmacies Through the infrastructure of online and offline whole chain, Jianke has made joint efforts to prepare and arrange for the outflow of prescriptions In 2017, Jianke successively acquired Guangzhou Jingtai hospital, Wuhan Xiongchu hospital and Hangzhou Chang'an hospital In July 2018, Guangdong Jianke Internet