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Medical Network News on June 1st.
The "Administrative Measures for the Recordation of Medical Representatives (Trial)" issued by the State Food and Drug Administration has been implemented since December 1, 2020.
The "Administrative Measures for the Recordation of Medical Representatives (Trial)" issued by the State Food and Drug Administration has been implemented since December 1, 2020.
As far as the author knows, there are not many pharmaceutical companies that take the initiative to file medical representatives.
On the surface, this is an issue of the company's ability to implement relevant policies and regulations; in essence, it is an issue of the company 's cognition of the "academic promotion" of drugs .
According to the definition of these Measures, " medical representatives refer to professionals who are engaged in drug information transmission, communication, and feedback on behalf of drug marketing license holders in the People's Republic of China", which is commonly known in the industry as "drug academic promoters".
According to the definition of these Measures, " medical representatives refer to professionals who are engaged in drug information transmission, communication, and feedback on behalf of drug marketing license holders in the People's Republic of China", which is commonly known in the industry as "drug academic promoters".
Why is the academic promotion of medicines "thunder and rain drops"? This article briefly analyzes the reasons for this phenomenon from the pros and cons.
Two motivations
The motivation for academic promotion is nothing more than marketing needs and policy requirements, especially the former is more important.
01
Marketing needs
As long as the pharmaceutical market education work has not been completed, academic promotion is necessary
At the initial stage of the launch of innovative drugs, both doctors and patients are not familiar with it.
Therefore, it is very necessary for MAH (Holder of Drug Marketing Authorization) to hire a large number of medical representatives to conduct academic promotion to doctors and patients, and to analyze the product's characteristics, advantages, usage and dosage, indications, contraindications, precautions for use, and adverse reactions.
So as to be as accurate and comprehensive as possible to the doctor.
If this is not done, it will be difficult for users to understand new medicines, and innovative medicines will not be sold.
Therefore, it is very necessary for MAH (Holder of Drug Marketing Authorization) to hire a large number of medical representatives to conduct academic promotion to doctors and patients, and to analyze the product's characteristics, advantages, usage and dosage, indications, contraindications, precautions for use, and adverse reactions.
So as to be as accurate and comprehensive as possible to the doctor.
If this is not done, it will be difficult for users to understand new medicines, and innovative medicines will not be sold.
For the academic promotion of innovative drugs, both the supplier and the demander are necessary and inevitable.
This is also the original intention of the early medical representatives.
But later the pharmacy became a "salesman", and now it has returned to its "academic promotion" essence.
In the near future and in the future, online promotion has become increasingly popular, but it is still the connotation of "academic promotion".
This is also the original intention of the early medical representatives.
But later the pharmacy became a "salesman", and now it has returned to its "academic promotion" essence.
In the near future and in the future, online promotion has become increasingly popular, but it is still the connotation of "academic promotion".
The author believes that no matter whether it is an innovative drug or a generic drug, as long as the market education of the drug has not been completed, academic promotion is necessary.
On the contrary, for many "old medicines" that have been clinically promoted and used for several years or even decades, it is a rational choice and performance that there are no or few medical representatives.
02
Policy requirements
Pharmacy is also to some extent the after-sales service personnel of drugs
As a kind of commodity, medicine will have various problems during its use, and someone needs to take care of it and deal with it.
Therefore, the medical representative is also the after-sales service personnel of the drug to some extent.
For example, if the quality of the medicine has problems, or there are adverse reactions, MAH must deal with it.
Therefore, the medical representative is also the after-sales service personnel of the drug to some extent.
For example, if the quality of the medicine has problems, or there are adverse reactions, MAH must deal with it.
Therefore, in theory, any MAH, whether its drug is an innovative drug or a mature generic drug, requires a certain number of medical representatives, whose role is to connect with users and deal with related issues.
The handling of these problems also belongs to the scope of academic promotion in a broad sense, such as the explanation and explanation of adverse drug reactions.
The handling of these problems also belongs to the scope of academic promotion in a broad sense, such as the explanation and explanation of adverse drug reactions.
Three major obstacles
The resistance to academic promotion comes from many aspects, including reasons for understanding, ability, and effectiveness.
01
Cognitive resistance
Cognitive resistance is currently the biggest resistance to the transformation of academic promotion
Although the traditional gold-carrying model is losing its basic conditions for its existence, at present, in addition to the collection of varieties whose sales price is close to the production cost, there are still quite a few varieties that have a certain price operation space.
The minds of some practitioners are still on how to maintain the price system, how to evade tax inspections, how to reduce the cost of cash withdrawal, and how to improve the delivery of benefits.
The minds of some practitioners are still on how to maintain the price system, how to evade tax inspections, how to reduce the cost of cash withdrawal, and how to improve the delivery of benefits.
However, with the institutionalization and regularization of centralized drug procurement, the traditional gold-carrying model will eventually come to an end.
02
Ability resistance
The lack or difficulty of enterprises to form high-level academic promotion teams has become a practical obstacle to academic promotion
The ability requirements of the gold model and the academic model are quite different.
Usually, if you do well with gold, you are not good at academics; if you do well with academics, you are not good at doing gold.
Therefore, "pseudo academic promotion" is quite common in reality.
For example, use the form of academic promotion such as conferences and seminars to engage in the service of exchange fees for customers.
Usually, if you do well with gold, you are not good at academics; if you do well with academics, you are not good at doing gold.
Therefore, "pseudo academic promotion" is quite common in reality.
For example, use the form of academic promotion such as conferences and seminars to engage in the service of exchange fees for customers.
The marketing department (or medical department, promotion department) of pharmaceutical companies is generally lacking or not of high level, and it is an indisputable fact that excellent product managers are difficult to recruit.
No high-quality professional talent , academic promotion is very difficult to carry out substantive up.
The core of the medical representative lies in the "representative", who assumes relevant responsibilities on behalf of the pharmaceutical company (MAH).
The professional content of the "medicine" part should be provided by the medical marketing department of a pharmaceutical company (MAH).
If the PPT of the product is almost a combination of the company introduction and the product manual, how much interest can it arouse doctors and patients?
No high-quality professional talent , academic promotion is very difficult to carry out substantive up.
The core of the medical representative lies in the "representative", who assumes relevant responsibilities on behalf of the pharmaceutical company (MAH).
The professional content of the "medicine" part should be provided by the medical marketing department of a pharmaceutical company (MAH).
If the PPT of the product is almost a combination of the company introduction and the product manual, how much interest can it arouse doctors and patients?
03
Effect resistance
The academic promotion effect is difficult to measure, or the effect is too slow, and the return on investment is low, which are serious constraints
In practice, we often encounter such a scenario: when the marketing executive approves academic promotion expenses, he often asks "How much direct product sales growth can this activity bring?" The answer is usually uncertain, or it may not be obvious in the short term.
Sales growth.
Sales growth.
In view of the fact that sales thinking is still the current mainstream thinking, even if some companies do academic promotion, they often hope to achieve immediate results in a few months.
However, academic promotion requires time and accumulation and a longer period of persistence in order to have a more obvious effect.
Compared with the immediate effect of the traditional model, academic promotion appears to be slow, so many companies have a taste of it.
However, academic promotion requires time and accumulation and a longer period of persistence in order to have a more obvious effect.
Compared with the immediate effect of the traditional model, academic promotion appears to be slow, so many companies have a taste of it.
In addition, the investment in academic promotion is often concentrated, and the cost of a single investment is relatively high.
For example, an academic satellite meeting can cost hundreds of thousands or even millions of dollars, and a department meeting can cost thousands of dollars.
The "promotion fee" of a few dollars is much higher than that of a box of medicine, which seems to be high input but low output and low cost performance.
For example, an academic satellite meeting can cost hundreds of thousands or even millions of dollars, and a department meeting can cost thousands of dollars.
The "promotion fee" of a few dollars is much higher than that of a box of medicine, which seems to be high input but low output and low cost performance.
Concluding remarks
In summary, whether academic promotion can be implemented smoothly involves many aspects such as cognition, policy, ability, and effect.
Recognizing the general trend of the development of the industry, combining the actual situation of the enterprise itself, forming a high-level academic promotion team, correctly assessing the value and effect of academic promotion, and achieving the best results in academic promotion will become a compulsory course for pharmaceutical companies.
Recognizing the general trend of the development of the industry, combining the actual situation of the enterprise itself, forming a high-level academic promotion team, correctly assessing the value and effect of academic promotion, and achieving the best results in academic promotion will become a compulsory course for pharmaceutical companies.
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01
01 As long as the pharmaceutical market education work has not been completed, academic promotion is necessary
As long as the pharmaceutical market education work has not been completed, academic promotion is necessary At the initial stage of the launch of innovative drugs, both doctors and patients are not familiar with it.
Therefore, it is very necessary for MAH (Holder of Drug Marketing Authorization) to hire a large number of medical representatives to conduct academic promotion to doctors and patients, and to analyze the product's characteristics, advantages, usage and dosage, indications, contraindications, precautions for use, and adverse reactions.
So as to be as accurate and comprehensive as possible to the doctor.
If this is not done, it will be difficult for users to understand new medicines, and innovative medicines will not be sold.
Adverse reactions adverse reactions adverse reactionsTherefore, it is very necessary for MAH (Holder of Drug Marketing Authorization) to hire a large number of medical representatives to conduct academic promotion to doctors and patients, and to analyze the product's characteristics, advantages, usage and dosage, indications, contraindications, precautions for use, and adverse reactions.
So as to be as accurate and comprehensive as possible to the doctor.
If this is not done, it will be difficult for users to understand new medicines, and innovative medicines will not be sold.
For the academic promotion of innovative drugs, both the supplier and the demander are necessary and inevitable.
This is also the original intention of the early medical representatives.
But later the pharmacy became a "salesman", and now it has returned to its "academic promotion" essence.
In the near future and in the future, online promotion has become increasingly popular, but it is still the connotation of "academic promotion".
This is also the original intention of the early medical representatives.
But later the pharmacy became a "salesman", and now it has returned to its "academic promotion" essence.
In the near future and in the future, online promotion has become increasingly popular, but it is still the connotation of "academic promotion".
The author believes that no matter whether it is an innovative drug or a generic drug, as long as the market education of the drug has not been completed, academic promotion is necessary.
On the contrary, for many "old medicines" that have been clinically promoted and used for several years or even decades, it is a rational choice and performance that there are no or few medical representatives.
02
02 Policy requirements
Policy requirements Pharmacy is also to some extent the after-sales service personnel of drugs
Pharmacy is also to some extent the after-sales service personnel of drugs As a kind of commodity, medicine will have various problems during its use, and someone needs to take care of it and deal with it.
Therefore, the medical representative is also the after-sales service personnel of the drug to some extent.
For example, if the quality of the medicine has problems, or there are adverse reactions, MAH must deal with it.
Therefore, the medical representative is also the after-sales service personnel of the drug to some extent.
For example, if the quality of the medicine has problems, or there are adverse reactions, MAH must deal with it.
Therefore, in theory, any MAH, whether its drug is an innovative drug or a mature generic drug, requires a certain number of medical representatives, whose role is to connect with users and deal with related issues.
The handling of these problems also belongs to the scope of academic promotion in a broad sense, such as the explanation and explanation of adverse drug reactions.
The handling of these problems also belongs to the scope of academic promotion in a broad sense, such as the explanation and explanation of adverse drug reactions.
Three major obstacles
Three major obstacles The resistance to academic promotion comes from many aspects, including reasons for understanding, ability, and effectiveness.
01
01 Cognitive resistance
Cognitive resistance Cognitive resistance is currently the biggest resistance to the transformation of academic promotion
Cognitive resistance is currently the biggest resistance to the transformation of academic promotion Although the traditional gold-carrying model is losing its basic conditions for its existence, at present, in addition to the collection of varieties whose sales price is close to the production cost, there are still quite a few varieties that have a certain price operation space.
The minds of some practitioners are still on how to maintain the price system, how to evade tax inspections, how to reduce the cost of cash withdrawal, and how to improve the delivery of benefits.
The minds of some practitioners are still on how to maintain the price system, how to evade tax inspections, how to reduce the cost of cash withdrawal, and how to improve the delivery of benefits.
However, with the institutionalization and regularization of centralized drug procurement, the traditional gold-carrying model will eventually come to an end.
02
02 Ability resistance
Ability resistance The lack or difficulty of enterprises to form high-level academic promotion teams has become a practical obstacle to academic promotion
Enterprise business enterpriselacking or difficult to set up a high level team of academic promotion, the promotion of academic resistance a reality The ability requirements of the gold model and the academic model are quite different.
Usually, if you do well with gold, you are not good at academics; if you do well with academics, you are not good at doing gold.
Therefore, "pseudo academic promotion" is quite common in reality.
For example, use the form of academic promotion such as conferences and seminars to engage in the service of exchange fees for customers.
Usually, if you do well with gold, you are not good at academics; if you do well with academics, you are not good at doing gold.
Therefore, "pseudo academic promotion" is quite common in reality.
For example, use the form of academic promotion such as conferences and seminars to engage in the service of exchange fees for customers.
The marketing department (or medical department, promotion department) of pharmaceutical companies is generally lacking or not of high level, and it is an indisputable fact that excellent product managers are difficult to recruit.
No high-quality professional talent , academic promotion is very difficult to carry out substantive up.
The core of the medical representative lies in the "representative", who assumes relevant responsibilities on behalf of the pharmaceutical company (MAH).
The professional content of the "medicine" part should be provided by the medical marketing department of a pharmaceutical company (MAH).
If the PPT of the product is almost a combination of the company introduction and the product manual, how much interest can it arouse doctors and patients?
Talent Talent TalentNo high-quality professional talent , academic promotion is very difficult to carry out substantive up.
The core of the medical representative lies in the "representative", who assumes relevant responsibilities on behalf of the pharmaceutical company (MAH).
The professional content of the "medicine" part should be provided by the medical marketing department of a pharmaceutical company (MAH).
If the PPT of the product is almost a combination of the company introduction and the product manual, how much interest can it arouse doctors and patients?
03
03 Effect resistance
Effect resistance The academic promotion effect is difficult to measure, or the effect is too slow, and the return on investment is low, which are serious constraints
The academic promotion effect is difficult to measure, or the effect is too slow, and the return on investment is low, which are serious constraints In practice, we often encounter such a scenario: when the marketing executive approves academic promotion expenses, he often asks "How much direct product sales growth can this activity bring?" The answer is usually uncertain, or it may not be obvious in the short term.
Sales growth.
Sales growth.
In view of the fact that sales thinking is still the current mainstream thinking, even if some companies do academic promotion, they often hope to achieve immediate results in a few months.
However, academic promotion requires time and accumulation and a longer period of persistence in order to have a more obvious effect.
Compared with the immediate effect of the traditional model, academic promotion appears to be slow, so many companies have a taste of it.
However, academic promotion requires time and accumulation and a longer period of persistence in order to have a more obvious effect.
Compared with the immediate effect of the traditional model, academic promotion appears to be slow, so many companies have a taste of it.
In addition, the investment in academic promotion is often concentrated, and the cost of a single investment is relatively high.
For example, an academic satellite meeting can cost hundreds of thousands or even millions of dollars, and a department meeting can cost thousands of dollars.
The "promotion fee" of a few dollars is much higher than that of a box of medicine, which seems to be high input but low output and low cost performance.
For example, an academic satellite meeting can cost hundreds of thousands or even millions of dollars, and a department meeting can cost thousands of dollars.
The "promotion fee" of a few dollars is much higher than that of a box of medicine, which seems to be high input but low output and low cost performance.
Concluding remarks
Concluding remarks In summary, whether academic promotion can be implemented smoothly involves many aspects such as cognition, policy, ability, and effect.
Recognizing the general trend of the development of the industry, combining the actual situation of the enterprise itself, forming a high-level academic promotion team, correctly assessing the value and effect of academic promotion, and achieving the best results in academic promotion will become a compulsory course for pharmaceutical companies.
Recognizing the general trend of the development of the industry, combining the actual situation of the enterprise itself, forming a high-level academic promotion team, correctly assessing the value and effect of academic promotion, and achieving the best results in academic promotion will become a compulsory course for pharmaceutical companies.
