Enterprises need to pay attention to these five points that the centralized procurement of Chinese patent medicines in Hubei has far-reaching influence!

The bidding results of the centralized procurement of Chinese patent medicines of the 19-province alliance of Hubei have been announced.
Brings a lot of thought
.

 

01.
Why did the decline exceed industry expectations?

 

A total of 97 companies and 111 products were selected for the procurementof Chinese patent medicines in volume .
The average price dropped by 42.
27%, and the largest drop was 82.
63%.
In particular, the average drop of Chinese patent medicine injection was 44.
1%, and the highest drop was 70.
32%
.
In the Ginkgo biloba group, due to full competition, the average drop exceeded 53%, and the highest drop and the lowest price per piece were born in this round of centralized procurement
.

 

　　Sichuan Senke's 30-piece package of ginkgo leaves dropped from 24 yuan per box to 4.
17 yuan, a drop of 81.
4%; Yunnan Plant's 24-piece package won the bid at 3.
72 yuan, a drop of 81.
4%; Haikou Kili and Hebei Tiancheng's two pharmaceutical companies The price of a single piece of ginkgo leaf is only 8 cents, which is the "highest in history"
.
This price cut exceeded the previous industry expectations, and was only about 10 points away from the first six batches of chemical drugs
.

 

　　The Hubei centralized procurement rules have triggered widespread speculation in the industry.
The consensus is that the average price reduction should be around 30%, and the maximum price reduction will not exceed 60%.
The result is greatly unexpected
.
The author believes that there are several reasons for this situation:

 

　　First, there are many provinces in the Hubei alliance this time, and the purchase amount is large, and enterprises will not easily give up this "cake"
.
In these 19 provinces, companies that do well in the market are definitely reluctant to give up their existing market shares, and companies that do poorly, especially "barefoot" companies, think this is a rare opportunity to get a "cup" Soup" is great
.

 

　　Second, since the new crown epidemic, enterprises have been difficult to survive due to factors such as the obstruction of hospital promotion
.
This round of national procurement is indeed an opportunity for some companies that originally had a small market share and whose centralized procurement varieties were not the main varieties
.
For example, Shenyang Dongxin’s Shenshuaining tablets have a small market share in 19 provinces.
This time, the price of 24 tablets was selected at 7.
20 yuan per box, which is the lowest of the same variety at 0.
30 yuan per tablet, but it has won market share for the company.

.

 

　　The third is lack of experience
.
For Chinese patent medicine companies, such a large-scale centralized procurement is the first time, and companies have no experience in quoting, learning rules, and using rules
.

 

　　02.
Can the exclusive variety be immune to itself?

 

　　There are many exclusive varieties of Chinese patent medicines, and companies with exclusive varieties think: "There is no problem with exclusive generic names or exclusive formulations
.
" However, judging from the situation of this centralized procurement, the price reduction of exclusive varieties is also relatively large
.

 

　　Beijing Shuanglu Pharmaceutical Co.
, Ltd.
's Xingling Dropping Pills dropped from 40.
93 yuan to 11.
36 yuan, a price reduction of 72.
25%; Guangxi Wuzhou Pharmaceutical's Xueshuantong for injection dropped from 336.
8 yuan to 135.
00 yuan, a price reduction of 59.
92%; Jiangxi Jimin's trusted Jinshuibao tablets dropped from 61.
08 yuan to 35.
98 yuan, a price reduction of 41.
09%; Hangzhou Zhongmei Huadong Pharmaceutical's 100-ring tablets dropped from 79.
8 yuan to 34.
2 yuan, a price reduction of 57.
14%
.
The above manufacturers are either exclusive dosage forms or exclusive varieties, but the price reduction rate is more than 30%
.
This means that the exclusive varieties of Chinese patent medicines are also in the price reduction channel
.

 

　　03.
How to read and make good use of the collection rules

 

　　This time, several enterprises in Hubei Province for the centralized procurement of proprietary Chinese medicines made good use of the rules and achieved unexpected results
.
For example, the first group of Zhiling Capsules, 0.
25g × 60 capsules, won the bid from 21.
61 yuan to 21.
31 yuan, a decrease of only 0.
3 yuan, a decrease of only 1.
4%
.
The reason is that the daily treatment cost of the three combined manufacturers in the same group is the lowest
.
In addition, Shanxi Zhendong Taisheng's Shuxuening injection won the bid at 16.
80 yuan, with a price reduction of 0
.

 

　　In addition, there are varieties with relatively higher prices, such as Shenwei Pharmaceutical Group Co.
, Ltd.
’s Xuesaitong Dropping Pills 45mg×210 Pills with a median price of 40.
32 yuan/box (the price listed on the Internet in Gansu), and this bidding has been raised to 48.
5 yuan/box Won the bid, an increase of 20%; the Xiaojinwan of Nanjing Tongrentang Pharmaceutical Co.
, Ltd.
rose from 11.
69 yuan to 21 yuan, an increase of 79.
64%
.

 

　　Judging from the above selection, some of them won the bid with a decrease of 0, and some won the bid with a small decrease
.
What's more, an increase of 79.
64% won the bid
.
In the current environment where big data is transparent and open, it is unlikely to win the bid through dark-box operations and relationships
.
These companies win bids because they have mastered and used the rules well
.
Centralized procurement is a new topic for every enterprise.
We must learn it and become familiar with it in order to serve the enterprise better
.

 

　　04.
How to balance the current and long-term

 

　　Regarding the price reduction rate of the centralized procurement of Chinese patent medicines in Hubei Alliance, the problem I think about is that it is easy to reduce the price, but it is "difficult to rise to the sky" to rise
.
In order to temporarily win the bid, he does not hesitate to let the price drop sharply, because the company must survive in front of the eyes, so it must win the bid and must keep its existing market share
.

 

　　However, we have to think about another question: what about tomorrow? It is quite difficult to develop a new drug for proprietary Chinese medicines.
The amount of investment is one aspect, and the time and uncontrollability are another aspect
.
In 2021, the State Food and Drug Administration approved a total of 7 new drugs in Category 1 of Chinese patent medicines, and 3 new drugs in Category 3.
1 (drugs for the treatment of new crowns).
4%
of .
It can be seen that it is difficult to develop new Chinese patent medicines and to enter medical insurance
.
The old out-of-pocket drug approval is almost impossible to enter the national health insurance
.
Once a mature product becomes a generic drug, the profit is very small or almost meager, and it is very difficult for the enterprise to survive
.

 

　　Therefore, when companies cut prices sharply, they must consider the dialectical relationship between the immediate and long-term, and make careful decisions: First, if the product is the company's mainstream product, it needs to think twice about the weight of the source of profit
.
With the increase of batches and varieties of centralized procurement in the country, it is becoming more and more difficult for hospitals to maintain "quantity".
This is a problem that must be faced and considered
.
After the price cut, the clinical team is bound to be disbanded.
Can the sales be guaranteed? Second, if the variety is not the mainstream variety of the enterprise, it is a good way to exchange price for quantity
.

 

　　05.
How to carry out marketing in the normalization of centralized procurement

 

　　The normalization of centralized procurement is the basic business form for a long period of time in the future
.
How do Chinese medicine companies adapt to normalized marketing? At present, DRG/DIP is gradually rolled out across the country, more and more hospitals will be covered, and the drug use in the inpatient department of the hospital will undergo revolutionary changes.
The therapeutic value of drugs has become the first choice for doctors.
Traditional Chinese medicine companies have no or very little cost.
How does the situation drive a doctor's prescription? When more and more companies bring their products and use academic marketing to block the fierce competition in the hospital , how can they have the last laugh?

 

　　Academic marketing will become an option for more businesses, but what should academic marketing do? First, academic marketing must be placed within a compliance framework, such as visits and formats, expert-patient teaching, and project cooperation
.
Second, it is necessary to grasp the changes in hospital drug access and find corresponding strategies.
For example, the hospital's assessment of the proportion of basic drugs means that the importance of basic drug products for access
.
Third, we must gain insight into the multi-dimensional variables that affect academic marketing.
How to understand policies, grasp the market, and spot trends? Fourth, it is necessary to adjust the company's channel strategy and product strategy, reduce marketing personnel, reduce the company's burden, increase research and development expenses, and develop new products for the sake of the future of the company
.

 

　　The results of the far-reaching Hubei 19-Province Alliance for the centralized procurement of Chinese patent medicines have been announced, but the thinking and shock brought to Chinese medicine enterprises have just begun
.
The centralized procurement of Chinese patent medicines in the Guangdong Six-Province Alliance will be announced again.
We will wait and see what the results will be
.

　　The bidding results of the centralized procurement of Chinese patent medicines of the 19-province alliance of Hubei have been announced.
Brings a lot of thought
.

 

　　01.
Why did the decline exceed industry expectations?

 

A total of 97 companies and 111 products were selected for the procurement　　of Chinese patent medicines in volume .
The average price dropped by 42.
27%, and the largest drop was 82.
63%.
In particular, the average drop of Chinese patent medicine injection was 44.
1%, and the highest drop was 70.
32%
.
In the Ginkgo biloba group, due to full competition, the average drop exceeded 53%, and the highest drop and the lowest price per piece were born in this round of centralized procurement
.

 

　　Sichuan Senke's 30-piece package of ginkgo leaves dropped from 24 yuan per box to 4.
17 yuan, a drop of 81.
4%; Yunnan Plant's 24-piece package won the bid at 3.
72 yuan, a drop of 81.
4%; Haikou Kili and Hebei Tiancheng's two pharmaceutical companies The price of a single piece of ginkgo leaf is only 8 cents, which is the "highest in history"
.
This price cut exceeded the previous industry expectations, and was only about 10 points away from the first six batches of chemical drugs
.

 

　　The Hubei centralized procurement rules have triggered widespread speculation in the industry.
The consensus is that the average price reduction should be around 30%, and the maximum price reduction will not exceed 60%.
The result is greatly unexpected
.
The author believes that there are several reasons for this situation:

 

　　First, there are many provinces in the Hubei alliance this time, and the purchase amount is large, and enterprises will not easily give up this "cake"
.
In these 19 provinces, companies that do well in the market are definitely reluctant to give up their existing market shares, and companies that do poorly, especially "barefoot" companies, think this is a rare opportunity to get a "cup" Soup" is great
.

 

　　Second, since the new crown epidemic, enterprises have been difficult to survive due to factors such as the obstruction of hospital promotion
.
This round of national procurement is indeed an opportunity for some companies that originally had a small market share and whose centralized procurement varieties were not the main varieties
.
For example, Shenyang Dongxin’s Shenshuaining tablets have a small market share in 19 provinces.
This time, the price of 24 tablets was selected at 7.
20 yuan per box, which is the lowest of the same variety at 0.
30 yuan per tablet, but it has won market share for the company.

.

 

　　The third is lack of experience
.
For Chinese patent medicine companies, such a large-scale centralized procurement is the first time, and companies have no experience in quoting, learning rules, and using rules
.

 

　　02.
Can the exclusive variety be immune to itself?

 

　　There are many exclusive varieties of Chinese patent medicines, and companies with exclusive varieties think: "There is no problem with exclusive generic names or exclusive formulations
.
" However, judging from the situation of this centralized procurement, the price reduction of exclusive varieties is also relatively large
.

 

　　Beijing Shuanglu Pharmaceutical Co.
, Ltd.
's Xingling Dropping Pills dropped from 40.
93 yuan to 11.
36 yuan, a price reduction of 72.
25%; Guangxi Wuzhou Pharmaceutical's Xueshuantong for injection dropped from 336.
8 yuan to 135.
00 yuan, a price reduction of 59.
92%; Jiangxi Jimin's trusted Jinshuibao tablets dropped from 61.
08 yuan to 35.
98 yuan, a price reduction of 41.
09%; Hangzhou Zhongmei Huadong Pharmaceutical's 100-ring tablets dropped from 79.
8 yuan to 34.
2 yuan, a price reduction of 57.
14%
.
The above manufacturers are either exclusive dosage forms or exclusive varieties, but the price reduction rate is more than 30%
.
This means that the exclusive varieties of Chinese patent medicines are also in the price reduction channel
.

 

　　03.
How to read and make good use of the collection rules

 

　　This time, several enterprises in Hubei Province for the centralized procurement of proprietary Chinese medicines made good use of the rules and achieved unexpected results
.
For example, the first group of Zhiling Capsules, 0.
25g × 60 capsules, won the bid from 21.
61 yuan to 21.
31 yuan, a decrease of only 0.
3 yuan, a decrease of only 1.
4%
.
The reason is that the daily treatment cost of the three combined manufacturers in the same group is the lowest
.
In addition, Shanxi Zhendong Taisheng's Shuxuening injection won the bid at 16.
80 yuan, with a price reduction of 0
.

 

　　In addition, there are varieties with relatively higher prices, such as Shenwei Pharmaceutical Group Co.
, Ltd.
’s Xuesaitong Dropping Pills 45mg×210 Pills with a median price of 40.
32 yuan/box (the price listed on the Internet in Gansu), and this bidding has been raised to 48.
5 yuan/box Won the bid, an increase of 20%; the Xiaojinwan of Nanjing Tongrentang Pharmaceutical Co.
, Ltd.
rose from 11.
69 yuan to 21 yuan, an increase of 79.
64%
.

 

　　Judging from the above selection, some of them won the bid with a decrease of 0, and some won the bid with a small decrease
.
What's more, an increase of 79.
64% won the bid
.
In the current environment where big data is transparent and open, it is unlikely to win the bid through dark-box operations and relationships
.
These companies win bids because they have mastered and used the rules well
.
Centralized procurement is a new topic for every enterprise.
We must learn it and become familiar with it in order to serve the enterprise better
.

 

　　04.
How to balance the current and long-term

 

　　Regarding the price reduction rate of the centralized procurement of Chinese patent medicines in Hubei Alliance, the problem I think about is that it is easy to reduce the price, but it is "difficult to rise to the sky" to rise
.
In order to temporarily win the bid, he does not hesitate to let the price drop sharply, because the company must survive in front of the eyes, so it must win the bid and must keep its existing market share
.

 

　　However, we have to think about another question: what about tomorrow? It is quite difficult to develop a new drug for proprietary Chinese medicines.
The amount of investment is one aspect, and the time and uncontrollability are another aspect
.
In 2021, the State Food and Drug Administration approved a total of 7 new drugs in Category 1 of Chinese patent medicines, and 3 new drugs in Category 3.
1 (drugs for the treatment of new crowns).
4%
of .
It can be seen that it is difficult to develop new Chinese patent medicines and to enter medical insurance
.
The old out-of-pocket drug approval is almost impossible to enter the national health insurance
.
Once a mature product becomes a generic drug, the profit is very small or almost meager, and it is very difficult for the enterprise to survive
.

 

　　Therefore, when companies cut prices sharply, they must consider the dialectical relationship between the immediate and long-term, and make careful decisions: First, if the product is the company's mainstream product, it needs to think twice about the weight of the source of profit
.
With the increase of batches and varieties of centralized procurement in the country, it is becoming more and more difficult for hospitals to maintain "quantity".
This is a problem that must be faced and considered
.
After the price cut, the clinical team is bound to be disbanded.
Can the sales be guaranteed? Second, if the variety is not the mainstream variety of the enterprise, it is a good way to exchange price for quantity
.

 

　　05.
How to carry out marketing in the normalization of centralized procurement

 

　　The normalization of centralized procurement is the basic business form for a long period of time in the future
.
How do Chinese medicine companies adapt to normalized marketing? At present, DRG/DIP is gradually rolled out across the country, more and more hospitals will be covered, and the drug use in the inpatient department of the hospital will undergo revolutionary changes.
The therapeutic value of drugs has become the first choice for doctors.
Traditional Chinese medicine companies have no or very little cost.
How does the situation drive a doctor's prescription? When more and more companies bring their products and use academic marketing to block the fierce competition in the hospital , how can they have the last laugh?

 

　　Academic marketing will become an option for more businesses, but what should academic marketing do? First, academic marketing must be placed within a compliance framework, such as visits and formats, expert-patient teaching, and project cooperation
.
Second, it is necessary to grasp the changes in hospital drug access and find corresponding strategies.
For example, the hospital's assessment of the proportion of basic drugs means that the importance of basic drug products for access
.
Third, we must gain insight into the multi-dimensional variables that affect academic marketing.
How to understand policies, grasp the market, and spot trends? Fourth, it is necessary to adjust the company's channel strategy and product strategy, reduce marketing personnel, reduce the company's burden, increase research and development expenses, and develop new products for the sake of the future of the company
.

 

　　The results of the far-reaching Hubei 19-Province Alliance for the centralized procurement of Chinese patent medicines have been announced, but the thinking and shock brought to Chinese medicine enterprises have just begun
.
The centralized procurement of Chinese patent medicines in the Guangdong Six-Province Alliance will be announced again.
We will wait and see what the results will be
.