Pharmaceutical marketing model change sourin pharmaceutical enterprises in the hospital marketing difficult!

Pharmaceutical Network August 10th, now, the hospital marketing is more and more difficult, with the health insurance control fees, volume procurement and other policies to promote the landing, the pharmaceutical sales logic has changed - a number of pharmaceutical companies, pharmaceutical marketing model to change.
1, pharmaceutical enterprise marketing mode, to change the new era background, the change of pharmaceutical sales logic has been inevitable, we are from the mature straight-run academic promotion model, agent CSO model, mixed business model, channel joint promotion capacity to the new era of transition - from the 5.0 era of marketing-oriented in-house transition to commercial insurance as an auxiliary out-of-hospital marketing and marketing model.
to some extent, the hospital's medical marketing has become more and more difficult, recently, a number of medical representatives have been taken away to investigate. in addition to the
, the Central Commission for Discipline Inspection, the legal network published articles, emphasizing that "a new round of anti-corruption storm blowing to the medical field", to "dig deep into medical corruption."
", China's public hospitals occupy 70% of the national drug market, in the purchase and sale of drugs occupy a strong position, and with the increase of medical insurance control fees, pressure from the hospital side will be directly transmitted to pharmaceutical companies, thus acting as individual pharmaceutical representatives.
to this, a deep-till business to protect for many years, unnamed professionals to Seibrand said: Although today's pharmaceutical marketing model is still mainly in the hospital, but also hidden crisis - in the context of national collection, there is no innovative drugs, nor layout of enterprises in the off-campus market, profit margins will be compressed, if no new profit growth point, the future situation will be very dangerous.
he further explained that out-of-hospital marketing should be combined with commercial insurance, supplemented by digital technology, health management and disease management for patients, thereby improving drug compliance.
conference data show that the overall income and expenditure of the health insurance fund is in balance for the time being, but the pressure is enormous in the future, with basic health insurance revenue of 2109 billion yuan in 2018, a growth rate of 17.6%, expenditure of 1760.8 billion yuan, a growth rate of 22%;
it is understood that the current ideal health expenditure structure - WHO recommended to prevent disease-related poverty of the out-of-pocket ratio of 20%, which means that the proportion of business insurance supplement increased by about 10 points, China's commercial health insurance market in the future industry development brought huge business opportunities.
in the context of tight medical insurance funds, medical insurance control fees, volume procurement, key monitoring make many drugs in the hospital marketing barriers, in-house marketing is more and more difficult, and commercial insurance has become a useful supplement to pay, which has thus become the pharmaceutical enterprise layout of the off-hospital market channels and opportunities.
2, what variety has a chance? Although commercial insurance provides the reimbursement opportunities in the out-of-hospital market, but not all varieties can be laid out in the out-of-hospital market, to obtain reimbursement. The logic of commercial insurance is still following a health-care strategy, with fewer separate catalogs - many are self-paid for patients after medics are covered by health insurance, so some of the more expensive, effective and no alternatives to treatment for serious illnesses are more valuable because they have separate catalogs, latitude health care firm Seiber Schoheng told Latitude Blue, a health-care consultancy
.
in addition, chronic disease medication is also more suitable for business insurance model, because chronic disease medication has a certain degree of continuity, patients should always take.
but most of the chronic disease drugs are in health insurance, business insurance relative to the special drug will play less space, mainly to protect the patient's self-funded part.
it is worth noting that Zhao Heng said, because most of the commercial insurance is in-patient insurance, but in-patient drug use will be more beneficial - most commercial insurance does not guarantee outpatient medication, mainly covering major disease stakes, which is also more suitable for commercial insurance reasons.
the above-mentioned professionals also put forward the same view: there are high-value, high value-added innovative drugs will benefit from commercial insurance, chronic diseases because of the characteristics of continuous, periodable, re-purchase, can also be covered by commercial insurance.
other than that, the varieties that have been kicked out of the medical insurance catalogue, and even the national collection of the original research drugs, which have not been selected, may be included in the system of commercial insurance.
", the country is currently two roads, the health insurance system is the basic protection, coverage is also the most basic drugs, but the majority of special drugs, innovative drugs and biological drugs are commercial insurance to follow up, commercial insurance can not only follow the medical insurance reimbursement, which will be contrary to the original intention of national policy - the establishment of a multi-level insurance payment system.
" he admitted, "commercial insurance is also the protection of high-end medical care, such as the national collection of the original research drugs, may be economically developed areas of patients, economic conditions are better, do not want to take a few cents of the drug, want to eat the original research drugs, that business insurance can also cover them."
", "So if commercial insurance as a means to partially solve the issue of the self-funding of the varieties, this will also promote further growth in drug sales."
explained: on the one hand, drug insurance fusion extends the patient's medication, such as taking a course of treatment to send the amount of insurance, and then take a course of treatment also sent - there is a positive incentive;
3. In fact, there have been many pharmaceutical companies that have made changes, and there are already many pharmaceutical companies that have laid out commercial insurance to integrate commercial insurance with the traditional pharmaceutical industry.
July 2019, Kyushu Tong established Shanghai Good Pharmacist Weiwen Medical Technology Services Co., Ltd., as a professional insurance TPA-PBM service provider, using Internet technology for cooperative insurance enterprises and users to provide medical, pharmaceutical, health management, claims services in the product design and overall solutions.
2016, Lemmy Pharmaceuticals announced that it intends to jointly participate in the establishment of Eyre Insurance with its own capital of RMB160 million, eyre ophthalmology controlling shareholders Eyre Medical, Radio and Radio Media, Yongqing Environmental Protection, Huatest Testing, Tuwei Information, with a total registered capital of RMB 1 billion, of which Eyre Medical invested RMB 200 million and the rest shareholders have contributed RMB 160 million.
2015, Tianshili also established a total investment of 5 billion yuan with Taikang Life and other partners to establish a total investment of 5 billion yuan " TianshiLi Big Health Industry Fund."
when the enterprise layout of the off-hospital market, dabbled in commercial insurance, the promotion of medical representatives also changed the scene: from the hospital to the hospital, change the strategy, let doctors divert patients, and even from the offline to the online Internet hospital.
this still takes time, because the underlying data is still not open, creating an information silo - the hospital system, the health care system, the health care system, the health care system, the physical inspection center, the health data of social security is not interconnected, but the situation is gradually improving.
industry has the view that the current commercial insurance for the pharmaceutical industry as a whole is not very strong, but for a single pharmaceutical enterprise, a single variety, but carried out a new incremental opportunity - pharmaceutical companies can be integrated with commercial insurance, from the drug sales price to buy insurance varieties, conditional to give to patients, or directly into the commercial health insurance company's drug catalog.
"Now more than 90% of many pharmaceutical companies are marketing in-court, and pharmaceutical companies in the hospital outside the layout, both hands to grasp, commercial insurance is the most effective combination point.
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