Peng Zhenke takes office as the "first fire": Pfizer China's structure changes!

According to Pfizer’s official announcement, the new structure will come into effect on December 1st this year.

In fact, Pfizer has a long-term business-oriented management structure in the past.

Pfizer China's substantial adjustment of its management structure this time has further strengthened the strategic position of the grassroots market team, and voices have been heard since the beginning of this year

Three new officials took office, Peng Zhenke (JC, Jean-Christophe Pointeau) joined the global leadership team of Pfizer Biopharmaceuticals, which also ushered in a suitable node for the adjustment of the domestic management structure, and the "first fire" burned to the grassroots market

As a "star figure" among the executives of multinational pharmaceutical companies in China, the industry is no stranger to Peng Zhenke's "play" in the grassroots market of multinational pharmaceutical companies

However, Pfizer has not been smooth sailing in the grassroots market

Industry insiders pointed out that the only thing that will never change is the change itself.

The grassroots market giants fight

In June of this year, the China Government Network issued the "Opinions of the General Office of the State Council on Promoting the High-Quality Development of Public Hospitals (Guobanfa [2021] No.

  Industry experts analyzed and pointed out that from the perspective of terminal sales, the market competition of major disease drugs is divided into several levels: the first level is the core market competition of "top experts", especially a series of national academic leaders and provincial-level big-name experts.

  With the launch of the new medical insurance catalogue, grassroots market opportunities in the field of critical diseases have emerged, and pharmaceutical companies' own marketing organization structure, resource allocation and marketing methods will also change accordingly.

  Sanofi established the first independent business unit among multinational pharmaceutical companies in 2011 to serve the needs of the grassroots market.

  AstraZeneca started to establish a county marketing team as early as 2015.

  Focusing on the needs of major diseases, truly implementing the plan of "Severely ill cannot leave the county" plan, predicting potential growth opportunities in the primary medical market, not only foreign pharmaceutical companies are expanding their sales teams, but local pharmaceutical companies are also unwilling to lag behind and are actively deploying the primary medical market.
Domestic-funded pharmaceutical companies such as BeiGene, Kelun Pharmaceutical, Luoxin Pharmaceutical, Chenxin Pharmaceutical, and Zhenbaodao Pharmaceutical, relying on the medical terminal radiation rooted in the towns and townships, are also continuously expanding the primary terminal coverage of corporate channels
.
  

  The industry generally believes that whether it is a multinational pharmaceutical company or a local pharmaceutical company, the distribution of medical resources in core cities is relatively mature.
Both hardware and software are relatively complete and systematic.
Relatively speaking, there are large regional differences in the broad market
.
At the same time, the main products of the traditional grassroots market are mainly chronic disease generic drugs.
The current grassroots market is gradually moving from general practice to specialist development.
Expanding multidisciplinary capabilities around core disciplines will be an important demand pain point
.