How should distributors deal with volume purchases and product upgrades to establish a firm foothold?

Original | Shawn From 4 + 7 to 3 + 6, the pace of volume procurement is gradually accelerating The impact of volume procurement on the industry and dealers and the panic caused by it are self-evident Under the general trend of volume procurement, how will dealers carry out product management so as to stand firm in the time of waves and sands and not be left behind by the current of the times? In July, 19, Anhui Medical Insurance Bureau and other four departments jointly printed and issued the implementation plan of negotiation and negotiation (pilot) for high-value medical consumables procurement in public medical institutions affiliated to Anhui Province, which carried out centralized belt procurement for orthopedic implant (spine) and ophthalmic (intraocular lens) products, with the procurement volume of 70% and 90% of the two types of consumables procurement in 2018 In July of the same year, the general office of the State Council issued the reform plan for the treatment of high-value medical consumables, which focuses on the division of labor, improving the classified and centralized procurement methods, encouraging medical institutions to jointly carry out negotiations and procurement with volume, and actively explore cross provincial alliance procurement; On January 6, 2020, the Beijing Tianjin Hebei medical consumables procurement platform issued the notice on filling in the historical procurement data of Beijing Tianjin Hebei and Heilongjiang, Liaoning, Liaoning, Shanxi and Shandong medical consumables joint volume procurement (intraocular lenses); On January 7, nine ministries and commissions including Shaanxi medical insurance bureau and health care Commission jointly issued the implementation plan of Shaanxi Province on implementing the reform of high value medical consumables The result of volume purchase is the price reduction and volume increase of the winning products Once the product wins the bid, the market share will increase rapidly The procurement volume of spine and ophthalmic intraocular lens in Anhui orthopedic department is 70% and 90% of the procurement volume of two kinds of consumables in 2018 Of course, winning the bid pays the lowest price In Anhui, the average price of spine and intraocular lens decreased by 53.4% and 20.5% respectively The products that fail to win the bid will be eliminated directly So what kind of impact will this result have? In the next year's strategy, there will be adjustments, whether winning or not Personnel organization structure, service and support, supply and product matching, channel and terminal management, etc., will face severe challenges for both sides 1 Cooperation on authorized products shall be carried out according to the three levels of high, medium and supplement, so as to make the operation develop, the market compete and the products supplement With the improvement of classified and centralized procurement method, unified consumables classification and coding and other measures, manufacturers will become more cautious in the management of registration certificate In addition, manufacturers have annual indicators, and are developing in the direction of channel sinking and refined investment promotion There are fewer "provincial agents" and "regional agents", and the manufacturers have higher requirements for single department consumption and single hospital output As dealers, it is not a wise choice to take over more categories Stock up, liquidity, a year's profit into product inventory; The site is large, the investment is increased, the competition of peers makes the investment go up, the product "backbone" is gone, the manufacturer is busy with distribution every day, the manufacturer does not trust, the clinical cooperation is not stable, in fact, you just want to tell the terminal "you have everything" Under the volume procurement, product cooperation shall be carried out according to the three levels of high, medium and supplementary, so as to ensure the sustainable development of operation, the core of market competition and the perfection of supplementary products Take the products with high technical barriers that are not easy to be imitated and the products with advanced technology as high-level products for future market planning in advance, such as 3D printing or personalized customized implants; The clinical application of non-metallic materials for metal material replacement, the appearance of oral invisible orthodontic products, etc New product concept and new treatment methods are constantly improving the requirements of doctors and patients for treatment effect and treatment aesthetics No matter the manufacturer's investment and concept popularization in the early stage, or the development goal and stock index of dealers, as well as the new technology guidance at the doctor's level, will be in a relatively comfortable stage, of course, it is also the best stage for dealers to seize the opportunity The products in the volume purchase catalogue and the products of "consistency evaluation" conducted by the state with unified code and classification are regarded as the middle-class products for competition and the main source of business operation The volume procurement has been carried out in Anhui and Jiangsu In 2020, it will also be the key task of the state health insurance bureau The inter provincial alliance, 3 + 6 and so on will come one after another The primary goal is that dealers and manufacturers jointly take the volume procurement The profits of this part of products are compressed, and reasonable profits will still be retained; Familiar with clinical use, the manufacturer's market investment will not increase, the sales volume will increase sharply, and the payment collection cycle will obviously improve The product professionalism of the business manager will follow the growth, and the cooperation between the dealer and the clinical department will gradually "deepen" and "stabilize" In order to ensure the integrity of the use of indication products, appropriate introduction of supplementary products to avoid creating new opportunities for competitors due to insufficient product specifications 2 With the diversified cooperation with departments and products in the same field, consumables plus equipment and consumables plus equipment are new directions Under the current policy, the number of dealers and the stability of cooperation will change The deep cultivation of fields and departments will also give dealers more opportunities to choose For example, in the past two years, with the wide application of endoscopic technology, the transformation of surgical technology from open surgery to minimally invasive surgery, and the popularization of concepts and technology, the demand for equipment has continued to rise; Surgical instruments tend to be more specialized They are no longer basic scissors, tweezers or hooks There are new opportunities for the development of surgical instruments based on the needs of different anatomical parts, different angles and materials, and even the clinical needs 1 Consulting marketing, improve product expertise, and solve clinical product questions in time With the further implementation of volume purchase, the promotion of commercial activities will be less and less, and the promotion of specialized products will be more efficient Through professional product introduction and operation demonstration, the business manager can reduce the clinical lack of confidence in the product, influence and cultivate the clinical use habits from the side, and promote the sales of the product Therefore, regular product training for business managers, sorting out and answering the high-frequency problems that business managers encounter in daily life, and being able to independently recommend product sets or alternative plans will be the stepping stone for long-term sound cooperation 2 Circulation links are standardized The state's key supervision of high-value consumables and the compliance management of any party in the supply chain will affect cooperation Whether the product traceability mechanism and records of high-value consumables are complete, the authenticity of tax invoices, the key monitoring of CSO mode countries, whether the promotion behavior involves commercial bribery, etc if any link has problems, the product is out of service, and the relevant personnel are held accountable, it is not worth the loss 1 How to participate in academic activities, the cost is no longer a guest, the money is really used in academic, in the popularization of surgical technology The promotion cost is more and more limited, the resources are less and less, the sponsorship of academic investment will be weaker and weaker, and manufacturers and distributors will be more and more cautious about the investment of activities There are themes and targeted academic promotion, such as the clinical application of new products in XX indications; multidisciplinary collaboration of XX indications; The new concept of treatment of complex XX indications.. To help doctors understand new products, popularize new technologies, solve problems encountered in work engineering, and make more doctors gain and improve is the essence of academic activities 2 Good products, good user experience, don't let "make do with it", which affects the clinical evaluation of products In the past, profit driven products also led to the substitution and lack of some product auxiliary tools, commonly known as "pooling", which did not give full play to the characteristics and technical advantages of products In the future, the differentiated competition of products will become more and more obvious All the differences that are conducive to the cultivation of product use habits will be brought into the level of strategic competition 1 Understand the product strategy, market objectives and clear division of labor of manufacturers, so as to achieve their own "small goals" In the whole circulation link, only when all parties have the same goal can it be more conducive to overall cooperation The channel mode will not change substantially in the future The division of labor between manufacturers and distributors is different In the bidding process, in the market development and maintenance, the goals need to be consistent, close cooperation, and truly achieve a win-win situation 2 Dealers need to play a good role in the "feeler" of the Department's product demand, while the keen "smell" of new products will also promote the development of new technologies Dealers have a stable cooperation foundation in the local area, and have a long-term running in process with the field and department They need to play a good role in the "feeler" of the Department's product demand For the provision of new technology and new products, the discovery of sharp new products "smell" and new products, as well as the coordination with manufacturers, will be the only magic weapon for sustainable development 3 Understand the charging and medical insurance payment policies related to products and hospital operation management.