Don't do it in medicine.

Recently, in order to reduce drug prices at the national level, so that more patients can afford to afford assured drugs, cheap drugs, introduced a series of medical reform policies - such as "double envelope bidding model", "three-ming collection mode", "4 plus 7 drug centralized procurement model", its fundamental purpose is to reduce drug prices, reduce the cost of health care.
in real life, the implementation is not so smooth, due to a variety of subjective and objective factors, many drugs, especially some commonly used drugs, the price is still high.
To investigate its reasons, in fact, very simple, the industry is very clear, is the drug layer control - control area, control prices, from the province, city, county each level have money to earn, invisible on the level of the drug prices.
This is an open secret, most pharmaceutical companies are doing, of course, pharmaceutical companies have no way, you do not do others do, the big background is so, the final market is you.
the heart, in fact, which pharmaceutical companies are not willing to do, after all, the flowers are the real profits of enterprises.
Today, many pharmaceutical companies are using the marketing ideas of control, whether it is to do hospital clinical varieties, or in the chain pharmacy sales of OTC varieties, and then in the third terminal of the controlled sales varieties, are using different forms of control, price control, market control, control area.
each level has a certain operating space, each trader has a certain operating costs, prompting the entire sales chain in an orderly operation.
As a pharmaceutical company, to this end to increase the factory price and retail price of products, to ensure a steady rise in sales of their own products, otherwise it is difficult to stand in the market, because you do not do so, other manufacturers do, you will be the pharmaceutical market born out.
control prices, control regional price control, control areas, in the prescribed areas, strict implementation of the control and marketing policies formulated by enterprises, to layer of costs to control from the factory - agents - distributors - end-customers at all levels of the price.
Never allow low-cost goods, not to allow low-cost goods to other regions, of course, now does not allow the casual sale on the e-commerce platform, otherwise the light punishment of pharmaceutical companies sales staff, heavy to terminate cooperation with agents.
Many pharmaceutical companies in the control of sales on this road very smoothly, not how good the products of these enterprises, but these enterprises of the control and marketing model works well, so that these enterprises have a rapid development opportunities.
These are the earliest to do the control mode and the development of pharmaceutical enterprises, and eventually become a lot of enterprises to learn objects or benchmarks, thus driving more and more pharmaceutical companies have also done the control mode, so that the control and marketing has become the pharmaceutical market in recent years one of the most characteristic of the beautiful scenery.
A pharmaceutical company originally did is the sale of circulation varieties, looking at those originally and their own similar variety structure of brother units, because a product added a packaging specifications, or again a trademark name, from circulation varieties into controlled varieties, open the price grade, from the circulation market to chain pharmacies, through the provincial, land, county general promotion, but a year or two actually made a gold single product, whether enterprises or individuals have earned a full pot.
is not enviable, why not let people follow the trend, who will not be with the interests of the past? Driven by interests, in this big background of infection, those who can still sink the air of the enterprise finally picked up the control of the sale of this panacea, to inercess the business strategy of the enterprise.
open the interest chain of control and marketing, and then look at the provincial, local, county total three-level control and marketing model, which level is not all in the price of the article.
Thousands of ground troops, some counties have more than a dozen clerks, carpet-like covered with large and small pharmacies, a variety of, one after another product promotion, such as fire, wind and clouds like active in the pharmaceutical terminal this fertile land.
those who do not do control and marketing enterprises' products can not afford to lift their heads, and then good products, even if it is high-quality and low-cost products, can only become the bottom of the pressure box goods, always throw out, because no one, no cost to pull.
patients, health insurance to buy single-control sales, nothing but on the basis of the original sales price doubled five or six times, leaving room, set aside costs, for a level of promotion.
But ultimately pay for the patient, and now most pharmacies are hung up on the four big words of health insurance fixed, and then the consumer groups are mostly able to credit card reimbursement, the final use of the national health insurance this part of the cost, that is, the government paid for.
4 plus 7 with the volume of procurement is also good, low-cost winning bid also, two-vote system, zero difference, the national level launched a wave after wave of health care reform policy, the purpose is to reduce drug prices, balance the cost of health care payment, so that patients can use high-quality and low-cost good medicine.
And the provincial total, the total, the county total three-level control mode, have done what, who is not stupid, an ordinary product, in the case of the same effect, just changed a face, the price went to the ground.
Now open all kinds of websites, there are still a large number of training advisory bodies are still constantly opening classes, teaching the provincial, local, county total three-level control mode, it is said that the business executives who came to participate in training there are many, all want to control the sale of this meal to a cup of their own.
the difficulty of controlling sales more and more high control of the origin and development, and that year's information is not flowing, consumers credious advertising, blindly listen to the promotion of shop assistants related.
with the intervention of e-commerce, price transparency is getting higher and higher, and consumers are spending more and more rationally, no longer blindly buying high-priced products promoted by shop assistants.
The difficulty of controlling sales is getting higher and higher, many well-known enterprises that have done more than ten years of control and marketing have also encountered the most difficult problems since the control of sales, the original price control is like iron barrels in general, and now is also always low-cost hanging on the e-commerce platform, even if the money to withdraw, is still more hanging, the lower the price.
From this point of view, the control of sales has gradually shown a weak side, one is not consistent with the national level of price reduction policy;
this way, the control will go to the cross street, the next step how to go, is an unknown.
That is to say, once the door court if the city's control and marketing era is likely to change the Mencoro finch, once the grand gold signboard may also become a false proposition engraved in people's memory.
pharmaceutical companies do? What to do? Half a day to say there must always be a solution, there is an old saying: the solution is always more difficult.
from the national level, we will continue to expand the scope of the pilot cities and provinces of the "4 plus 7" and continue to increase the number of "4 plus 7" varieties, and significantly and extensively reduce the prices of high-end drugs.
from the enterprise side, the implementation of flat sales, reduce intermediate links, directly to end customers, the sale price of drugs down.
For example, a pharmaceutical company originally did is a second-level distribution system, layer by layer to control the price, but invisibly increased a level of costs, so-called price control are cost."
Now the enterprise has adopted direct cooperation with the end-customer dealers or agents, because the manufacturer's supply price is unchanged, directly sold to the end-user network dealers there, that the dealer to the end-customer's price delayed down, and so on, patients or consumers to buy hands of the drug prices naturally fell a lot.
, the control of sales, price control, the intention is not good, but should be in the flat platform to run.
If the control of sales, price control is on the basis of layer-by-layer price increases, it is contrary to the original intention of the national health care reform policy, and ultimately will not be long-term, this is what I said control and marketing may become a false proposition of the true meaning.
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