Select the variety to do consistency evaluation, national harvest does not fight "price war"!

Pharmaceutical network August 18th, August 20th, the third batch of national procurement will be officially opened tenders, procurement rules and the second batch of national procurement is basically the same, that is, once the collection of 3 over-evaluated enterprises, will enter the "elimination."
In fact, in addition to the National Health Insurance Bureau leading part of the national volume procurement, provincial and inter-provincial alliances are also gradually carrying out more varieties of belt procurement, and including non-reviewed varieties, most pharmaceutical companies have to face fierce market competition.
participate in the purchase of varieties with volume, there are more than 3 enterprises over-rated prices fell by 50% become the norm.
is undoubtedly a fatal blow to domestic pharmaceutical companies with high promotion and high price as the main mode of promotion.
the transformation of relatively fast pharmaceutical companies to "strongman broken wrist" courage, cut off the marketing team, save promotional costs, the price down to the end of the price of "sher car handsome", in order to achieve the winning bid, to protect the market purposes.
strategy has a certain strategic, after all, the market law is "survival of the fittest", survival is the hard truth.
the winning varieties inside and outside the hospital to eat however, the industry often came a strange voice: "so cheap drugs, can cure the disease?" "The answer is "yes", because the varieties purchased by the national band are over-rated varieties, and the quality and efficacy are proven.
you guarantee production? This worry is superfluous, the enterprise is rational, if not make money, the enterprise will certainly choose to stop production;
, the results of the volume procurement in line with expectations, although there are de-labeling varieties, but after all, is a very small number.
Since volume procurement has become normal, if rational enterprises want to win market competition, not only in the quotation strategy selection, more importantly, the competitive advantage is delayed, in the product evaluation link to establish a competitive advantage, this is a strategic level of the competitive game.
lack of strategic enterprises in the choice of products to carry out consistent evaluation, often consider the size of the market, the preferred market size of larger varieties, the basic logic is "the market is so large, there is always a place."
many small businesses choose to follow the strategy, follow the big business behind, make up for the blank market.
because "the hospital market has no opportunity, you can also consider the out-of-hospital market, online market and so on."
", the policy is to public hospital market size of 50% to 80% of the volume procurement, imagine, if well run, who can guarantee that the future is not 100%? After all, this model saves on health care costs and benefits patients.
Once through the network health insurance payment, online prices will be infinitely close to the volume of purchase prices, intermediate costs are compressed to the extreme, after all, the platform costs are much lower than physical pharmacies, at that time, the winning varieties may eat inside and outside the hospital market, because the winning varieties can rely on the scale effect to obtain profits.
some enterprises have chosen the less difficult varieties, the reason is "guaranteed over-evaluation."
strategy is not reasonable, because "you can over-rate, a lot of enterprises can over-rate."
's most typical example is phenylusine chlorpyrene, which as of August 12 had 32 over-rated manufacturers and only eight winning companies, meaning that most of the over-rated varieties would be squeezed out of the public medical institutions market.
is either difficult or fast, how can companies with strategic vision participate in volume procurement? The answer is, choose the variety reasonably, establish barriers to entry, avoid competition.
In the future, the competitive logic of the domestic pharmaceutical market is to rely on innovative drugs or first generic drugs to lead a competitor in a market cycle, during which time to obtain excess profits, once the product into the volume of procurement, rapidly pull down prices, so that prices under the cost of competitors, relying on the scale of accounting profits, most of the profits and attracted investment into drug research and development, round and round.
meters of in-network data show that in 2019 A-shares and Hong Kong-listed pharmaceutical companies, research and development investment exceeded 100 million yuan, of which more than 1 billion yuan of 14 companies;
, it can be seen that in the future to carry out consistent evaluation of the selection criteria of varieties is, either difficult, or fast.
" refers to the difficulty of research and development, higher risk varieties, such as innovative preparations with advanced drug-carrying systems.
To take metformin as an example, Nida (the commodity name of metformin) adopts advanced and unique penetration pump control and release technology, so that the drug is released at a constant rate in the body, blood drug concentration is more stable, in reducing gastrointestinal stimulation and toxic side effects at the same time, reduce the number of medications, increase drug compliance.
based on the drug's lack of competition and the huge benefits to patients, there may be better price options for future band purchases.
"fast" refers to the varieties that can achieve the first imitation strategy.
company can concentrate human, material resources, capital, through patent challenges, to achieve the first imitation, so that products quickly enter the market, access to a certain period of market exclusive, to lower than the price of the original drug to obtain a relative monopoly profit.
If Xinlitai took the lead in completing the bioethics experiment after several patent challenges against the original drug Tegliello, the first application for listing was submitted on March 9, 2018, and was included in the priority review process on November 22, the same year, Xinlitai could become the first generic manufacturer of Tegliello.
conclusion of the future volume procurement, the competition of pharmaceutical enterprises on the surface is price competition, in fact, strategic competition.
only by establishing barriers to entry and reducing the number of competing products can we reduce the price reduction of products in the volume procurement and obtain reasonable profits.
with volume procurement policy, in low-threshold or non-threshold products, low-cost competition will become the norm.
high-threshold products still have a certain voice, which is also the Chinese government's encouragement of pharmaceutical enterprises innovation.
Although strategy making is a decision made at the top of the company, but the executive power depends on all employees, only the integration of internal resources, in order to achieve strategic objectives, Sun Tzu "up and down the same desire to win."
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