Pharmaceutical companies involved in volume procurement, how can not fight a "price war"?

"Pharmaceutical Network Market Analysis" August 20, the third batch of national mining will be officially opened, procurement rules and the second batch of national mining is basically the same, that is, once the collection of 3 evaluation enterprises, will enter the "elimination race."
From the general trend, with the normalization of strip procurement, as well as the gradual landing of provincial alliance procurement, the third round of drug collection and substantial price reduction will be a matter of the nail in the coffin, and most pharmaceutical companies will have to face fierce market competition.
In fact, through round after round of volume procurement, the overall concept of the country's cage-for-bird exchange is being implemented, saving health insurance funds on low-end generics, or will gradually shift to support high-end generics and innovative drugs.
the prospects of enterprises to develop transformation and innovation are widely optimistic, but also many enterprises began to vigorously carry out strategic transformation, research and development of innovative drugs.
but for most pharmaceutical companies, product structure and business model transformation innovation are not overnight.
And as innovation gains momentum, health-care negotiations are keeping the price of innovative drugs down to "civilian prices", so both innovative drugs and generics face an era of "quantity-for-price".
that background, strategic vision of the enterprise in the end how to participate in volume procurement? Industry analysts believe that this requires enterprises to reasonably choose the evaluation of varieties, the establishment of barriers to entry, to avoid competition.
In the future, the competitive logic of the domestic pharmaceutical market is to rely on innovative drugs or generic drugs to seize a competitor's market cycle, during which time to obtain excess profits, once the product into the volume of procurement, quickly pull down the price, so that the price under the costs of competitors, rely on the scale to obtain accounting profits, the majority of profits and attracted investment into drug research and development, round-the-counter, circular.
, this means that pharmaceutical companies in the choice of research and development varieties, either difficult, or fast.
"difficult" refers to the research and development of more difficult, higher-risk varieties, such as advanced drug-carrying systems with innovative preparations, "fast" refers to the first imitation strategy can be achieved varieties.
At the same time, we should speed up the layout of private hospitals and pharmacies, although private medical institutions are not included in the volume of procurement, but by the impact of volume procurement, the position of the buyer's market of private medical institutions will be further enhanced, price pressure is inevitable, so it is urgent to quickly seize private medical institutions.
addition to this, it is essential to explore online marketing models.
, in order to make further rational use of limited medical resources, the state is actively encouraging relevant enterprises to carry out online business.
such as good doctors on the line, although the treatment is free, but the drug is still charged.
how to integrate drug sales and online diagnosis and treatment in the future will be a key problem for pharmaceutical companies to solve.
, in accordance with the volume procurement policy, low-cost competition will become the norm in low-threshold or non-threshold products.
and pharmaceutical companies' competition is ostensibly price competition, but it is actually strategic competition.
the future pharmaceutical companies can only reduce the price reduction of products in strip procurement and obtain reasonable profits only by establishing entry barriers and reducing the number of competing products.
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