From the collective departure of Pfizer's five executives, to see the impact of national centralized procurement mode on the operation of non patent medicine enterprises

In the middle of the night, the five general managers of Pfizer and puqiang all left If there is no mistake, this should be the first time in recent years that the general manager of all business of pharmaceutical enterprises leaves Pfizer is worthy of being a cosmopharma company, and even the organizational structure changes are unique and unique After 4 + 7, companies have been seeking solutions, Pfizer announced the establishment of Pfizer puqiang 4 + 7 expansion, this wave is no longer a pilot, and the national centralized procurement mode has been formed, which has laid a foundation for China's pharmaceutical ecological pattern Innovation and imitation are the best choice for pharmaceutical enterprises in the future As a Pfizer that can control the myriad changes, Pfizer will once again "surprise" the world Pfizer and mylan will form a new generic pharmaceutical group, mylan puqiang The wolf is coming Are you ready? On May 2, 2018, Dr Wu joined Baiji Shenzhou as general manager of China and President of the company, leaving Pfizer for 15 years On September 10, 2019, Michael goettler, global president of Pfizer, announced to employees that Frank Wu, the leader of Pfizer, would leave his post and seek other career development opportunities As an industry leader, what is the intention of leaving the world's leading pharmaceutical enterprises for a century? Is it just because of career bottlenecks or more challenging opportunities? In my opinion, the most important ability of the industry's top tycoon is forecasting Any choice for the industry and future prediction is in-depth analysis and mature decision-making after future prediction The development of China 's pharmaceutical market, more convergence with the European and American markets, and gradually towards norms and order Dr Wu's early overseas experience and professional height predicted the great changes in the Chinese pharmaceutical market, so he joined the global innovative pharmaceutical enterprises As the leader facing 4 + 7, Frank Wu led the general strength to cope with the profound changes in the pharmaceutical market, but he was forced to encounter another 4 + 7 expansion Big people have big people's problems and small people have small people's troubles In fact, the problems encountered by the two are also the problems faced by millions of Chinese medical practitioners China's pharmaceutical pattern will no longer be a dispute between state-owned enterprises and foreign enterprises, but a dispute between patent and non patent pharmaceutical enterprises With the deepening of China's medical reform, the continuous improvement in R & D, production, circulation, marketing and other aspects will help China's pharmaceutical industry quickly integrate with the world and promote the transformation and upgrading of Chinese pharmaceutical enterprises In the past, foreign pharmaceutical companies have enjoyed the treatment of patent drugs in China, and their pricing and policies are superior to those of domestic drugs However, the domestic pharmaceutical enterprises are only in extensive operation, and do not need precise strategy However, with the policy reform in the industry, the local pharmaceutical enterprises gradually explore forward and quietly rise The spirit of the 19th National Congress of the CPC "is to deepen the reform of the medical and health system, comprehensively establish the basic medical and health system with Chinese characteristics, the medical security system and the high-quality and efficient medical and health service system, and improve the modern hospital management system." In the past 18 years, the medical reform has been promoted rapidly, forming a joint force from three aspects of medical treatment, medicine and medical insurance, accelerating the implementation of policies, and promoting the upgrading and transformation of pharmaceutical enterprises In the future, great changes will take place in the competition pattern of Chinese medicine, gradually forming the competition pattern of patent medicine and non patent medicine, and gradually converging to the pharmaceutical industry pattern of developed countries For example, in the United States, the amount ratio of patent drugs to non patent drugs is 8:2, while the amount ratio is 2:8 Generic pharmaceutical companies will cover a broader patient group, but the market share is small In the future, non patent pharmaceutical enterprises need to do their best 1 Facing the trend of downsizing of pharmaceutical representatives, China's generic pharmaceutical enterprises should always have Chinese characteristics and be protected by China's national conditions, with high prices and uneven quality of generic drugs, but they still sell well With the establishment of 4 + 7 expansion of national centralized mining mode, the promotion mode of generic drugs will converge to Europe and the United States in the future, and the medical representatives will be sharply reduced One of the most resounding words of this collection is "can 7-cent amlodipine tablets afford to be promoted clinically?" There is no doubt that generic pharmaceutical enterprises will adopt a low-cost operation mode In other words, in the recruitment of medical sales personnel, the priority factor is no longer professional, professional, but the best cost performance This merger will greatly reduce Pfizer's previous high labor cost, making its labor cost in line with the level of non patent medicine enterprises Medical representatives need to make career planning in advance In the next 20-30 years, how to plan their own career? How to rebuild your professional value 2 The sales manager will also gradually reduce Once the clinical representative is greatly reduced, the managers at all levels in the sales chain will be correspondingly reduced In Pfizer's announcement, there is a sentence: "the purpose of the restructuring of the business team in China is to adapt to the changes in the Chinese market environment and establish a more efficient and flat management model." Therefore, in the future, the organization of non patent medicine enterprises is bound to be more simple and flat, and the resulting business model to simple and fast transformation However, there is still no trend of regional consolidation in Pfizer's new structure There are no representatives Do you need a manager? After all, it can save hundreds of thousands of people a year 3 Due to the sharp decrease of sales force, the function or importance of marketing department is increasing Especially for the current reduction of medical representatives, it needs to use a more low-cost, fast and simple way to cover doctors The promotion of multi-channel MCM will be popular in the future non patent drug enterprises With the help of a third-party platform, more doctors can be covered through personalized projects to get feedback The MCM marketing of non patent pharmaceutical enterprises will also promote the level of digital influence in the pharmaceutical industry There will also be a significant reduction in the number of people in the marketing department It is likely that a company has multiple business departments but only one MD each product manager is responsible for the management of multiple brands, which is no longer a business driven function, but more a front-line business or clinician service, which is a bit like the operation mode of the marketing department of an agent-based enterprise 4 Medical affairs will also converge to the functions and service support of the marketing department At the same time, there is no doubt about the value of downsizing medicine in pharmaceutical enterprises For the time being before listing, even after listing, medical affairs will also make an important contribution to the product life cycle management of enterprises Good medical affairs, constantly enriching the clinical value of products, multi-dimensional, multi angle medical research, and even carrying out some research can increase or change the indications, which are of great value In the future, the value in the medical department of non patent pharmaceutical enterprises will be affected by the life cycle of patent drugs, and it is impossible to do much But it can't be generalized The rejuvenation of many old drugs is the rejuvenation of medicine The last thing to stay is business and government affairs The former communicates with the centralized procurement office for quotation and maintenance, while the latter needs to ensure that the enterprise obtains the first-hand government information After downsizing, our way out is 1 Transform to the industry (1) transform upward: transfer to the upstream of pharmaceutical industry chain conditionally, such as R & D, clinical and BD with the fierce competition, the competition of pharmaceutical enterprises in the future will be upstream (2) Cross enterprise transformation: those with connections can be transferred from representatives of foreign enterprises to marketing department or medical department of domestic enterprises 2 Transfer to other similar industries such as foreign insurance companies There are many similarities between insurance and medical sales, such as the atmosphere of large companies, good welfare and good treatment Therefore, many friends have turned to foreign insurance companies Reducing the operating cost is a long-term strategy that enterprises need to pay attention to in order to reduce the human cost It is also a conventional method for enterprises to increase efficiency It can reduce the operating cost quickly through layoffs, and reflect better profits in the financial statements At the same time, when setting the future position function, recruit more cost-effective employees, and do not envisage a salary reduction for existing employees, which will be detrimental to the long-term organizational development of the enterprise Fortunately, layoffs are not the only way to reduce labor costs Companies can also consider reducing working hours, holidays and performance pay as alternatives to layoffs Simplify the organizational structure and make it more flat, so as to improve organizational efficiency At present, pharmaceutical companies are in varying degrees to make their organizations more flat, fewer positions, to complete more work in the past For example, Pfizer has taken the lead in organizational flattening In 2018, it completed the organizational flattening of non business departments and moved the team reporting line of less than seven people up Promoting the reduction of waste is the greater embodiment of the ability of the enterprise operation Department More standardized enterprises are in varying degrees to reduce or avoid waste, such as reducing unnecessary travel, reducing complex work procedures, etc., so as to establish a high-efficiency and high-quality corporate work culture Of course, this part needs great efforts from the enterprise operation Department, rather than mandatory regulations and restrictions The cultivation of habits and culture is not a short-term result, but a long-term commitment Give a small example: some enterprises upgrade the management of printing paper, employees hold employee cards to swipe cards in the printer for printing, and the operation Department analyzes according to the number of individual printing Compared with the previous measures without management, such measures save paper consumption and avoid unnecessary waste 2 Increase the early layout of expired patents and establish the R & D priority strategy No multinational enterprise with a history of 100 years abroad attaches great importance to R & D Especially for non patent pharmaceutical enterprises, it is necessary to understand the R & D layout of innovative pharmaceutical enterprises as early as possible, so as to obtain the patent expiration and future sales forecast of innovative pharmaceutical enterprises Optimize the product mix strategy to make the strong persistent The product mix strategy is very important, which requires the strategic planning department of the enterprise to be high Which field does the enterprise start to develop from and can match its own advantages to adapt to the changes between the environment and competitors For example, Roche has been strengthening its tumor development strategy in the early years, becoming a well-known "anti-cancer brother", and the famous brand Roche Finn has become a history in the early years Respond to national policies and keep pace with national industrial strategy In all countries, the development of pharmaceutical industry is related to the national economy and people's livelihood, which is an important industry related to the national economy Therefore, enterprises need to pay close attention to the changes of national strategy and understand the policy orientation For example, in the process of establishing the national basic drug system, China has some drug shortages that can not meet the basic idea of "basic protection" Therefore, the health and Health Commission issued a list of short drugs and generic drugs, built a consultation platform, and encouraged enterprises to keep pace with the national industrial strategy 3 Seeking for joint venture or merger and acquisition is also a powerful way for many non patent drug enterprises to win At present, major enterprises actively expand BD business or carry out overseas merger and acquisition to seek for broader overseas resources and enrich their own product lines The main reason is that foreign R & D institutions and R & D enterprises have developed earlier, but they do not have the ability to expand globally Therefore, they are seeking partners in major markets and expanding product sales channels Joint venture with foreign enterprises to expand international market In the near future, with the help of India's experience and channels in the field of global generic drugs, Chinese enterprises will understand the rules of international competition and enter the international market more quickly However, this part also needs to be fully demonstrated In the past, several Chinese pharmaceutical companies that have joint ventures with pharmaceutical giants have failed to realize their desire to enter the international market We are both hard and lucky to meet the challenge of China's medical reform I