Hengrui has another big move!

1.

The above-mentioned person told Cybernet that the region has been adjusting.

According to the WeChat public account Luo Shixiong, the products adjusted by Hengrui are slightly different in each province.

At present, the personnel and framework involved in adjustment are all frozen and transferred to the imaging department

Since the results of the fifth batch of national selections have just been finalized, and Hengrui’s contrast agent iodixanol injection regrets to be out of the game, some relevant people have analyzed Cyberlan and pointed out that Hengrui’s adjustment may be due to the loss of key products in the imaging field.

On June 28, the results of the fifth batch of national solicitors were officially announced

On the same day (June 23) when the results of the fifth batch of national adoptions were announced, Hengrui issued an announcement on the results of the fifth batch of national adoptions

Oxaliplatin injection, cisatracurium benzenesulfonate injection, dutasteride soft capsule, docetaxel injection, ropivacaine hydrochloride injection, palonosetron hydrochloride injection 6 products It is planned to win the fifth round of volume procurement

According to Cyberlan's inquiry, oxaliplatin, cisatracurium besilate, and docetaxel Hengrui were the first winners, and the decline was not small

According to the information disclosed in the announcement, the total sales of the above six products in 2020 will be 2.

Hengrui pointed out in the announcement that during the procurement cycle, medical institutions will give priority to using the selected drugs in this centralized drug procurement and ensure that the agreed procurement volume is completed

According to Cyberlan’s observations, after the announcement of the results of the fifth batch of national procurement proposals, the Shenzhen and Shanghai stock markets, Zhejiang Pharmaceutical, Yabao Pharmaceutical, Buchang Pharmaceutical, China Pharmaceutical, Taiji Group, Kunyao Group, Huahai Pharmaceutical, and Kangen Listed companies such as Beilu, Stellite, Haisco, Yiming Pharmaceutical, Xianju Pharmaceutical, Shuangcheng Pharmaceutical, Yangtze River Health, Puluo Pharmaceutical, Rundu Co.

In response to the winning bids of related products, most pharmaceutical companies have released positive market signals

At the same time, two Hengrui participated in the bidding of iodixanol injection and glycopyrrolate injection but failed to win the bid

The total sales of these two products for Hengrui in 2020 is 1.

Hengrui also pointed out that the loss of iodixanol and glycopyrrolate will affect product sales to a certain extent, but will not have a significant impact on its production and operation
.

In the future, Hengrui will actively promote the sales and promotion of the above products in other channels, continue to do a good job in the sales of similar products, and actively promote the launch and sales of innovative drug products in the global market
.

However, the capital market still gave its own attitude to the failure of Hengrui's key products.
On the morning of June 24, Hengrui's stock price fell by -4.
43%, which some analysts pointed out may have a certain relationship with centralized procurement
.

In contrast to Hengrui, this time all 11 varieties have won the bid of Colun
.
At the opening on June 24, Cologne surged 4.
58% to 21.
7 yuan per share
.

2.
New sales strategy: separate sales, refine the target market

Why did Hengrui lose the label of iodixanol and cause widespread concern?

The reason is that Hengrui has a considerable market share in the fields of tumors, anesthesia, and contrast agents, especially in the area of ​​contrast agents.
Hengrui has always been regarded as one of the top three contrast agents in China
.

Hengrui's 2020 annual report shows that the annual sales of contrast agent products are 3.
63 billion yuan, accounting for 13.
09% of total revenue, and profit accounting for 10.
78%
.

According to data from Meinnet.
com, in 2019, the sales of terminal iodixanol injection in public medical institutions in China exceeded 3.
5 billion yuan, of which Hengrui accounted for more than half, reaching 50.
48%, original research GE accounted for 34.
14%, and Yangzijiang accounted for about 10% , Beilu Pharmaceutical and Chia Tai Tianqing accounted for a relatively small proportion
.

However, GE, Stellite, Nanjing Zhengda Tianqing, and Yangtze River are all winning bidders for this round of national iodixanol mining.
According to the fifth batch of centralized procurement documents, the procurement cycle of the varieties selected by 4 or more companies is Sharing 80% of the agreed purchase volume for three years, it is expected that the above-mentioned pharmaceutical companies are expected to increase their market share through this bid
.

Looking back at Hengrui’s adjustment, although the notice was released after the fifth batch of national procurement results was released, Cyberlan noted that as early as the 2020 annual report, Hengrui had already proposed a strategic plan to further transform the marketing management concept.

.

Hengrui pointed out that as the "three-medicine linkage" continues to deepen the reform of the medical and health system, the purchase of drugs in large quantities, the dynamic adjustment of medical insurance catalogs, and the reform of medical insurance payment methods are advancing, some drugs are facing the risk of further price reductions
.
It will actively adapt to the development trend of the pharmaceutical industry, optimize resource allocation, and minimize operating risks caused by policy changes
.

In terms of marketing management:

The first is to further transform the concept of marketing management, strengthen professional academic promotion and data marketing, strengthen the construction of public platforms, and enhance the level of professionalism
.

The second is to further improve the branch sales, further refine and optimize the branch sales of various product lines and core products, and promote stronger and larger products
.
In-depth development of key hospitals and thorough market development
.

The third is to further broaden the sales area.
Based on anti-tumor drugs and surgical drugs, focus on creating new growth points and building new competitive advantages in areas such as immunotherapy, cardiovascular, metabolic diseases, and pain management
.

Specifically, Hengrui has established a product line division system, established tumor division, imaging division, comprehensive products, and surgical anesthesia division at the company level, constantly improving the personnel organization structure, promoting the reform of branch sales, and transforming the marketing model
.

Hengrui pointed out in its annual report last year that, based on the above marketing strategy, anti-tumor drug products are further subdivided on the basis of core product line sales.
In 2020, revenue will increase by 44.
37%, and costs will increase rapidly along with revenue
.

Hengrui's strong sales ability and sales team all over the country are undoubtedly another bright spot in the industry in addition to the business card of R&D and innovation
.
This time, its split sales and transformation of the marketing model represent what kind of medical marketing trends are worth looking forward to and paying attention to
.