Depth: The impact of drug belt procurement on marketing changes

the | Dr. Chang Chongwang is currently in full swing with volume procurement, saying that the pharmaceutical industry has entered the "band era", not too much.
can be "with volume procurement" and has natural advantages and disadvantages, the key is "with volume procurement" to complete the historical mission, the market wind yearning for which blow? We have to look a few more steps forward.
self-evident, with volume procurement in promoting drug price reduction, has a "fast", "quasi", "hard" obvious advantages.
, many pharmaceutical companies in order to fully guard the market, the first to squeeze the channel, had to enter the collection bid, in order to volume exchange prices.
However, there are three hidden worries about the collection of the amount, one is the "quantity" of the collection is limited, if the collection is excessive, the terminal hospital will be indigestion;
, pharmaceutical companies face three major strategic choices: First, capacity choices.
in the context of the current volume procurement, for pharmaceutical companies, especially the winning enterprises, in the end is to expand production capacity, or fine production capacity? The investment risk of production equipment is high, the winning bid with volume is only three years cycle, three years later, how to do? Think about it.
second is the team's choice.
for the winning company, sales have been temporarily guaranteed, the original marketing team still need not need? Do you want to abolish it, or do you want to keep it? Do you want to upgrade or transform? For unseeded enterprises, the problem is more complex, passive and other policies? Or just give up the variety? Or switch to the third and fourth terminals? What to do? Think about it.
is, product development choices.
of generic drugs, combined with drug consistency evaluation, makes the survival of generic drugs particularly difficult.
to research and development? How is research and development funded? How does the research team build? Actual research and development capabilities, research and development results, late promotion and how to ensure? Every choice is hard.
you do? Think about it.
of the belt volume procurement, divided into national mining and provincial procurement two levels, of which provincial belt procurement is a killer, will form a networking effect, induced price decline.
The pure market-oriented competition after the decline in drug prices, the original marketing driving force and driving mode no longer exist, will directly lead to the collapse of the front-end pharmaceutical marketing system based on high gross margin, the rebate system of the end doctor's distribution according to labor is broken.
two-vote system changes the relationship between the identity and settlement of the medical person, while the volume purchase changes the income ecology of the medical person and the doctor.
for the whole industry, then will usher in a major change in the ecological environment.
the pharmaceutical market after the purchase of large quantities to complete the historical mission of drug price reduction? Combined with the direction of national policy, we can boldly predict that the era of big data marketing in the late stage of volume procurement will come.
, because the doctor's prescription rights and the competitive marketing of pharmaceutical companies will not change, pharmaceutical companies will inevitably embark on the road of low-cost marketing, cost-effective.
the key to low-cost marketing is to reduce intermediate links and save labor costs.
And big data technology, through high-quality data matching, for pharmaceutical companies to accurately link the most suitable terminal representatives, but also to the terminal doctors for accurate classification, and ultimately achieve the vertical, efficient and accurate distribution of drug promotion information, no need for redundant personnel, elite mode, intelligent marketing, like navigation systems, precise, fast, intensive, low-cost.
In addition, under the support of big data technology, you can also hatch a business model like e-commerce platform, bring multi-optimized value creativity and multi-level radioactive word-of-mouth publicity, through resource aggregation and Internet platform and Internet hospital, to achieve immeasurable electronic prescription influence.
In short, the pattern formed after the volume of procurement will certainly be more brutal market competition, the ecological environment changes, the existing model simply can not be maintained, only good thinkers, can stand invincible.