How should pharmaceutical enterprises break through under the nationwide centralized mining and bombing?

[industry trends of pharmaceutical network] national drug centralized procurement (hereinafter referred to as "national centralized procurement") is expanding from "4 + 7" 11 pilot cities to the whole country According to incomplete statistics, up to now, 19 provinces, including Shandong, Hainan, Gansu and so on, have issued corresponding implementation plans after the expansion of centralized mining It is reported that during the end of the year, many other provinces will be launched in succession On the whole, the "4 + 7" expansion covers the whole country Although it is only the first 25 varieties purchased in "4 + 7" volume, the next step is to increase varieties according to this mode, which is the general trend The national centralized mining will be normalized, and will speed up the overall price reduction trend of the pharmaceutical industry In the face of the inevitable and vigorous national gathering, how should pharmaceutical enterprises adjust their business strategies? In fact, in any case, the focus of enterprise development is always on the market and sales The market size depends on the product strategy With the overall promotion of the "4 + 7" volume procurement, two vote system and other pharmaceutical market reform policies, some generic pharmaceutical enterprises have already begun to actively adjust the company's product layout to adapt to policy and market changes For example, Hengrui Pharmaceutical Co., Ltd started with generic drugs and occupied the leading position in the industry So far, the income of generic drugs still accounts for a considerable proportion of the total revenue of Hengrui Pharmaceutical Co., Ltd However, since 2018, Hengrui pharmaceutical has continuously increased the research and development of innovative drugs By 2019, the investment in R & D will exceed 3 billion yuan Dozens of innovative drugs are still under development in the pipeline, and five have been approved At present, the market value of Hengrui medicine has reached 350 billion Facts have proved that Hengrui's product strategic transformation is very successful And Hengrui pharmaceutical is not the only generic pharmaceutical company seeking transformation under multiple pressures In 2019, 70% of the products newly approved by Zhengda Tianqing are innovative drugs; the head enterprise of generic drugs, Shiyao group, has also begun to make efforts in new target macromolecular biological drugs, small molecule new drugs, protochemical drugs and other three categories of new drugs The research and development of generic drugs has also turned to generic drugs with high technology content, and has achieved certain results However, there are not many enterprises like Hengrui in China, and some enterprises with insufficient R & D capabilities can slowly embark on the road of high-tech barriers to the combination of generic and innovative drug R & D For example, Borui pharmaceutical was founded in 2001 With its accumulated technical advantages in microbial fermentation, high difficulty drug synthesis process and original route design of drug synthesis, the company has established core drug R & D technology platforms, such as fermentation semi synthesis technology platform, multi chiral drug technology platform, target polymer coupling technology platform and non biological macromolecule technology platform, and with the help of this, the company has established core drug R & D technology platforms, such as fermentation semi synthesis technology platform, multi chiral drug technology platform, target polymer coupling technology platform and non biological macromolecule technology platform These platforms have developed a series of products covering anti-virus, cardio cerebrovascular, anti-tumor and other fields And in dozens of countries and regions around the world to achieve sales, customers mainly for the world's well-known generic pharmaceutical manufacturers In addition, international famous pharmaceutical enterprises such as TIWA and Sandoz have a large number of generic drugs, which can guarantee large-scale, high-quality and low-cost production, so they have a very strong international competitiveness In a word, generic medicine is not a dead end, and innovative medicine is not everyone's life If the pharmaceutical enterprises want to carry out strategic transformation, they must combine the actual situation of their own development and do what they can Traditional sales model is out of date For enterprises, strategic transformation is a long-term and huge investment process, but it is urgent to change the sales model In fact, the national centralized mining is not only the embodiment of the transformation of the new and old energy in the pharmaceutical industry, but also a part of the supply side reform of the pharmaceutical industry The purpose is to make the production of domestic pharmaceutical enterprises reach the international level, improve the quality of drugs, and survive the fittest through the consistency evaluation At the same time, through the national centralized procurement government negotiation and volume procurement, the drug price is greatly reduced, so as to reduce the medical insurance expenditure When the product profit of an enterprise is compressed and the cost-effectiveness is guaranteed, the pressure on the drug intermediate link and sales department is the first In the face of the vigorous national gathering, the traditional sales with gold is obviously out of date It is inevitable for medical representatives to be eliminated if they still rely on gold sales and relationships as before In this regard, some enterprises have been ahead of their time Last month, Beijing Jialin pharmaceutical announced the dissolution of the sales team A few days ago, Sanofi China's sales team adjusted its organizational structure Several well-known pharmaceutical enterprises, such as Huasen pharmaceutical, Enhua pharmaceutical, Hengrui pharmaceutical, have already adjusted their sales departments and even made it clear that they will reduce their investment in sales Industry insiders said that the way out for future pharmaceutical representatives should be to find new sales channels and reach the target population For example, with the introduction of consistency evaluation and 4 + 7 volume purchase policy, prescription outflow has become an inevitable trend of drug circulation, and DTP and prescription drug retail have become one of the ways for many pharmaceutical representatives to transform In addition, with the rise of the grass-roots terminal drug market, it has become a breakthrough choice for the medical representatives to sink to the grass-roots level In addition to the grassroots and out of hospital markets, many pharmaceutical companies have begun to seize the Internet technology to make breakthroughs and innovations in business models Generally speaking, China's pharmaceutical market has formed a competition pattern of "multinational pharmaceutical enterprises change, traditional pharmaceutical enterprises seek transformation, and new and cutting-edge pharmaceutical enterprises rise rapidly" Three types of pharmaceutical enterprises are exploring effective future development paths However, the strategic transformation and marketing mode transformation require that enterprises have top-level design and overall thinking, and can't achieve it overnight, and can't hope to have the same immediate effect as the sales with gold In a word, the development and growth of enterprises need a process of persistence and long-term investment, as well as multi-channel layout and continuous optimization According to the market changes, it is an effective way to deal with them.