There are four major things that cannot be done for the collection of unsuccessful varieties to break out of the out-of-hospital market!

The national organization of centralized drug procurement from the official release of the policy in November 2018 to the implementation of the policy has not yet reached its two-year anniversary.

Centralized procurement has exerted its efforts in multiple rounds, and its impact on the pharmaceutical industry is far-reaching, and it is accelerating the restructuring of the pharmaceutical industry's marketing system

For a long time, the hospital market has been the main sales position for prescription drugs

The out-of-hospital market, from retail pharmacies to e-commerce, Internet hospital-related sales and service carriers, sinks to the primary medical institutions.

More and more pharmaceutical companies have begun to vigorously cultivate their own retail prescription teams and deploy retail channels in advance

Can be 

Choose the right variety:

Chinese patent medicines, innovative medicines, oral drugs for chronic diseases of foreign companies

Take the first batch of centralized collection of lipid-lowering drugs "Rosuvastatin Calcium" as an example.

0 2

The bargaining power of pharmacies has improved,

Necessary fees need to be provided for entry

Can't be 

0 1

Foreign companies introduce generic drugs

Doctors are not willing to prescribe prescriptions, and Internet supplements are strictly controlled

  However, because there is no hospital market coverage and doctors and patients' awareness, it is directly promoted to the retail market and faced with the issue of prescription availability.

  As for the general drug products introduced by foreign companies that have not covered hospitals, if they want to rely entirely on e-commerce and pharmacy drainage, the effect will be relatively poor

02

Ordinary low-priced drugs from domestic pharmaceutical companies

Insufficient budget, too small space for promotion, pharmacies and e-commerce are not motivated

0 3

Injection products

E-commerce is restricted, hospital operation is restricted, and infusion centers can only be built by DTP pharmacies

  Injection products that require monitoring are not suitable for the traditional retail market
.
According to the latest window guidance, e-commerce may also be subject to certain restrictions
.
Even if the pharmacy can deliver, it will face practical problems, because many hospitals do not allow infusion operations for purchased products
.
  

  Therefore, if the pharmacy wants to expand the injection business, it may need to build or cooperate to build a regional infusion center, and this type of service is mainly provided by the DTP pharmacy
.
  

  Different from traditional retail pharmacies that mainly sell OTC drugs (over-the-counter drugs), DTP pharmacies mainly sell high-margin or expensive specialty drugs, new specialty drugs, self-paid drugs, etc.
, and are equipped with licensed pharmacists to provide professional guidance and services.
It is a retail Advanced mode for pharmacies
.
Compared with the difficulty of innovative drugs entering the hospital market and medical insurance, DTP pharmacies have highlighted their advantages with professional services and cooperation with commercial insurance, and have become an important channel for out-of-hospital promotion of patent expired original research drugs and unsuccessful generic drugs
.
  

0 4

A taste of marketing layout

The focus of marketing has shifted from the doctor to the patient, with a heavy investment in the out-of-hospital market

  Retail pharmacies can expand coverage and have terminal marketing recommendations to drive them, which is also very important for generic drug varieties
.
Especially in the field of chronic diseases, a large number of chain pharmacies are building a chronic disease service system, focusing on patients, conducting follow-up and service, and directly or indirectly expanding stickiness
.
  

  The marketing focus of out-of-hospital channels will shift from doctors to consumers (patients)
.
For the masses of patients, it is necessary to carry out consumer education, and to improve the correlation between the efficacy of drugs in related sales techniques
.
Combination medications can be considered from the perspective of patients' actual life needs, and how to combine medications to better exert their efficacy, and even directly respond to consumers' health value-added services and innovative payment products
.
  

  Therefore, if pharmaceutical companies cannot make key arrangements, make up their minds, and increase investment in the out-of-hospital market, it will be sooner or later that they will be eliminated in the entire out-of-hospital retail market!