[exclusive] in the face of the crazy second bargaining, the drug companies and agents are forced to work hard!

The second price negotiation is coming, and the front side of pharmaceutical companies is issuing a high-energy warning! In July, the national drug centralized procurement has entered the "white hot" stage: various cities' drug centralized procurement schemes are dazzling: - on July 13, Xiangyang City public hospital in Hubei Province issued the notice of purchasing Chinese patent medicines with quantity and price substitution procurement - on July 18, Quzhou City Hospital of traditional Chinese medicine in Zhejiang Province issued the publication of price negotiation catalogue of drug centralized procurement (the first batch) ——On July 19, Jiangxi provincial hospital and Fuzhou Medical Association carried out the second bargaining and centralized procurement With the arrival of the second bargaining, the bidding personnel of pharmaceutical enterprises were busy and full of schedule, for fear that they might miss the bidding of some places and miss the local market After all, in the case of "second bargaining" in full bloom, the previous practice of abandoning local targets for provincial protection is out of place With the prices constantly updated, many enterprises take market protection and market competition as their first priority again At the same time, in the face of the tragic drug price cuts, drug agents have also begun to pick on the wrong side Some agents have left a message in the circle of friends: "it's not that they don't want to do it, but that the second price cut by the hospital is too severe, and there is no space In this way, one will be compensated for each one, so we simply don't want to do it " To this extent, in the face of the big cake of drug price reduction, the "original" of "provincial bidding" is no longer in use, "spare tire" of "pilot city and local city procurement" has become urgent From firmly opposing the second price negotiation to allowing the second price negotiation in pilot city, to welcoming the policy of "purchasing drugs with quantity and second price negotiation in each area", drug procurement Has inadvertently in two years, made a merry go round Thomas all round Since the promotion of document No.7 and document No.70, the provincial bidding has changed the former half hidden situation For the product specifications with large quantity but few bidding enterprises and with small quantity, scattered quantity and large quantity, the provincial-level "review shortlist", "confirm shortlist", "limit price and hang net" and "directly hang net" are more adopted Then, on this basis, each consortium or medical institution will again Carry out volume purchasing (reduce price again) In March this year, the general office of the State Council officially issued the guiding opinions on promoting the healthy development of the pharmaceutical industry In terms of improving the drug procurement mechanism, Article 17 of the State Council points out that "we should implement the policy of classified drug procurement, and scientifically set up evaluation factors in accordance with the principles of openness, transparency and fair competition We will further improve the participation of medical institutions in the centralized purchase of drugs At the same time of opening up the second bargaining, the drug price also ushered in the era of fragmentation For pharmaceutical companies, the common practice used to be to save money and give up the pilot city market (such as Sanming, Xinyu, etc.), but with the expansion of Sanming alliance and the independent procurement of pilot cities and more and more non pilot cities, it has become increasingly unwise to save money and abandon the pilot Seize the market and occupy the market share Drug prices are also constantly brushing out new lows There is a GPO for drug price linkage here After the left and right linkage, we need to continue to go up and down Some drug companies' bidding colleagues are sad and angry from the heart They have been busy for a long time on thin ice At last, they are tired of being ignored by the dog From excitement to despair, from numbness to draught, from helplessness to indignation, in which personal pain, who tries who knows It is said that in order to cope with a Guangdong system, a pharmaceutical enterprise has assigned four full-time personnel to be responsible for Guangdong Drug recruitment Sum of days, or the first let people want to die immortal "ten years" sing well: while enjoying, while tears flow Or maybe the lyrics in the New mandarin duck and butterfly dream are more appropriate: yesterday was like the East flowing water, which could not flow away from me Today's bidding is more worrying So, after the teasing, in the face of the second bargaining, how should pharmaceutical enterprises face it rationally? The author holds the glasses and knocks on the blackboard There are three suggestions: first, choose high-quality distribution business With the opening of the second bargaining and the implementation of the two vote system, under the new situation, pharmaceutical enterprises should take the situation into consideration, select businesses with strong coverage, good payment collection and strong market access ability (Shanghai Pharmaceutical Holding Co., Ltd., Nanjing Pharmaceutical Co., Ltd and national control system), and precisely connect with these mainstream businesses, so as to form a strong channel + access + procurement channel 2、 Carry out marketing transformation With the increasingly fierce secondary bargaining, for the market sales relying on gold sales, it is necessary to turn around in time, from the customer oriented to the academic oriented, customer assisted level, to learn to change from "dealing with people" to "dealing with professional" relationship construction, the future clinical market sales, after the double tempering of policy and market, can really decide In fact, it is the professional ability that determines the success or failure 3、 Adjust product strategy according to market demand With the reduction of the purchase catalogue, the secondary price negotiation carried out in different regions has increasingly turned into a real clinical demand This requires enterprises to plan in advance and change in time from their product positioning, product value re mining, competitive product market stock and other aspects, so as to improve the quality of drugs Whether it's the second price negotiation or price reduction, the perfect combination of clinical demand and product value is the key to success In a word, summarize the response of pharmaceutical enterprises under the new situation, that is: make the medicine well, and then let everyone know that your medicine is good Original statement: This article is the original manuscript of yaozhi.com, welcome to reprint, reprint please indicate the source and author, thank you!