Dissimilated medical representatives try to get drugs into pharmacies

2013-07-16 source: GSK commercial bribery case, which is emerging in the first financial daily, pushes the group of "medical representatives" to the front of the stage, which is "decent and respected" in the original definition of occupation The high paid work of our company has become the front-end operator in the chain of medical interests Is it the original sin impulse that it is bound to or the "coercion" of its environment? Chen Ping (pseudonym) is a sales representative of a foreign pharmaceutical company In the past four years, the "prescription volume" of the hospital department he is responsible for has steadily increased every year, but since this year, the performance assessment of his region by the headquarters has suddenly increased by 15% "The visit plan of the hospital needs to be redone Some hospitals that have not been covered before need to run again The original departments can't take it lightly The investment of competitive products started at the end of last year has been significantly increased, and the other side has been very aggressive." He told reporters, "in recent years, the headquarters has been under a lot of pressure, and their pressure is growing In the evening, they often dream of pressing goods and visiting." Four years ago, when it was first launched, the golden age of medical representatives in China has passed The era of medical representatives, which used to be almost half of hospital department experts and highly respected by doctors, seems to be gone In the company, Chen Ping's predecessors said the most to him: "don't have any illusions, climb slowly from the fire pit"; outside, he often heard the first impression of his career: "Oh, you are selling drugs, making a lot of money?" Chen Ping's mother is often asked a similar question in the community, "can you get us some cheap medicine? I heard that your son often needs to plug money into the doctor, is it true?" Nearly half a century ago, when medical representatives first appeared as professions, their core task was to "transmit drug information and collect clinical feedback", which was regarded as a bridge between pharmaceutical manufacturers, hospitals and doctors In the late 1980s, with the first batch of multinational pharmaceutical companies entering the Chinese market, the pharmacy departments of major domestic hospitals first began to contact with pharmaceutical representatives "We welcome them to come, because they will provide us with a large number of authoritative comparative tests when they bring new drugs Using foreign clinical evidence and experimental data to prove the differences and advantages of similar drugs, it is not only beneficial to our clinical selection, but also enlightening to our scientific research in this discipline." Beijing, a famous third-class a hospital, the director of the pharmaceutical division recalled "At that time, most of us had medical and pharmaceutical backgrounds, many of them were the first ones to go to the sea from hospitals within the system, so we had some convenience in contacts and a good foundation in professional communication with hospital customers." As the first batch of medical representatives in China, Zhang Wei (pseudonym) today's pharmaceutical company has a considerable scale However, looking back on his career as a medical representative, he still believes that the systematic training of the company in those years has benefited him immensely And he also admitted that at that time, everyone really made money "Many colleagues who used to work together in the hospital later came out to join the team of medical representatives, many of them because this profession really provides a high income." He recalled In addition to income, he thinks it's more important for doctors to take off their respectable robes because the medical representatives at that time were decent and respected jobs“ Many department doctors in charge will discuss some problems with us Doctors are strong in clinical practice, but in pharmacology, they believe in our profession, which makes us feel respected " He told reporters "The innovation and progress brought by foreign pharmaceutical enterprises to China's pharmaceutical industry is obvious to all, including the pharmaceutical representative system, which enables our pharmaceutical enterprises to make equal and scientific dialogue with the powerful hospitals in the way of" academic marketing "and make common progress in science "Yu Mingde, President of China Pharmaceutical Enterprise Management Association, commented on the pharmaceutical representatives The "golden age" of fighting for "scarce resources" hasn't lasted long In the second half of 1990s, with the increase of multinational pharmaceutical companies entering China and the explosive growth of local pharmaceutical companies, a large number of "generic drugs" of the same product were put on the market "The technology of foreign pharmaceutical factories is advanced They enjoy the patent right of the original products and the highest technology and technology Our enterprises mainly make generic drugs, which are mainly about the price and the relationship with hospitals." Yu said That is, at this time, the team of medical representatives gradually changed "At the most terrible time, there are hundreds of enterprises producing a drug At this time, you can tell the doctor that your drug is slow-release, high absorption rate and so on, which may not be as direct as the salesmen of the other side are the brother-in-law of the pharmacy director." Zhang Wei said Since then, more and more contents have been added to the academic marketing of pharmacy and doctors in the hospital "If the other party gives the doctor a 512M U disk, you must find a way to give the doctor a mobile hard disk, because you are behind." Zhang Wei recalled However, the competition between rivals became more and more out of control Zhang Wei told reporters that in the best months of the year, from March to may, August to October, the schedule of department directors in major hospitals was full, and companies would "seize" these "scarce resources" To maintain relations with them, we started with the Yangtze River Delta, the Pearl River Delta, then Jiuzhai, Tibet, and then Sanya, Hong Kong and Macao Now we have all met in the United States and France According to Yu Mingde, the past drug approval in China has largely pushed the duties of pharmaceutical representatives in the wrong direction - "when there are 5000 pharmaceutical companies in the country, in the fixed market, people will not be able to compete in a smart way wearing shirts, and the most effective way is beginning to be adopted by more and more people - gold sales." In China's medical system, hospitals control 80% of the national drug sales market Therefore, it is the life and death of each hospital to stabilize the market in the relevant departments of key hospitals Each medical representative must first get through the director of the pharmacy, find a way to let his medicine enter the pharmacy of the hospital, and then get through the doctors of the Department, who are willing to prescribe prescriptions for patients to use it, so as to truly complete the sales volume "Every link requires money Sometimes, when the money is spent, the medicine will be sold You don't have to explain the medicine to the doctor too much Sometimes it will actually frustrate me, although the task is completed." Chen Ping said frankly that when the elders get respect and pride, he will feel that it should be a representation of the state they should have "Objectively speaking, if the sales representatives of various industries are ranked according to the comprehensive quality, the overall quality and business ability of the medical representatives are at a better level, but now they are alienated by the environment and do not reflect their full value." According to Yu Mingde