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Medical Network, September 3, from the national organization of centralized drug procurement from the official announcement of the policy in November 2018 to the implementation of the policy, it has not yet reached its two-year anniversary.
Five batches of national centralized procurement have been completed, and the sixth batch has been launched
.
From the perspective of five batches of centralized procurement, a total of 218 varieties were involved.
These 218 varieties accounted for 30% of the purchase amount of chemical drugs from public medical institutions based on their pre-collection prices
.
Calculated according to the agreed purchase volume, it is estimated that the annual cost of medicines can be saved by 92.
6 billion yuan
.
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
.
After the promotion of the centralized procurement policy, the products that did not win the bid almost lost the country's main public hospital sales market
.
In order to regain the market share of the past, these varieties have been sold in the retail market outside the hospital
.
The out-of-hospital market, from retail pharmacies to e-commerce, Internet hospital-related sales and service carriers, sinks to the primary medical institutions.
Although the current market size is still small compared with the main channels of public hospitals, it is a rapidly growing incremental market
.
According to a report by Deloitte on the changes in pharmaceutical retail: the forecast before the outbreak of the new crown epidemic is that from 2019 to 2023, the growth rate of China's pharmaceutical out-of-hospital retail market will be affected by policies such as the expansion of volume purchases, the deepening of pharmaceutical divisions, and the acceleration of medical insurance control fees.
It will slow down to a CAGR of 5.
5%; however, due to the impact of the new crown epidemic, the outflow of prescriptions to retail channels will be further accelerated.
It is expected that the CAGR will increase to 7.
0% in 2019-2023
.
More and more pharmaceutical companies have begun to vigorously cultivate their own retail prescription teams and deploy retail channels in advance
.
The drugstore market, which was once regarded as a "chicken rib" by some prescription drug companies, has now received unprecedented attention
.
Can be
selected for 01 the right varieties: Chinese patent medicines, innovative medicines, oral drugs for chronic diseases of foreign companies
At present, not all varieties are suitable for the out-of-hospital market
.
The author believes that there are more suitable oral products for chronic diseases of foreign companies , some Chinese medicine products of domestic companies , and innovative drugs that are currently actively competing with companies
.
Take the first batch of centralized collection of lipid-lowering drugs "Rosuvastatin Calcium" as an example.
Whether it is in the "4+7" pilot cities or in the expansion of the alliance area, AstraZeneca, the original manufacturer, has not been selected.
Up
.
After missing most of the public hospital market in the country , the original research manufacturer chose to focus on the retail market
.
Data show that in the first quarter of this year, AstraZeneca’s sales of rosuvastatin calcium in the pharmacy market reached 410 million yuan, a significant increase of nearly 70% compared to the same period last year
.
Part of this is the result of active marketing.
Manufacturers of successful products have taken the initiative to deepen cooperation with retail pharmacies, and various resources are also inclined to pharmacies
.
Part of the reason is that after long-term academic marketing and brand promotion, a group of doctors and patients are more willing to use the original research products.
Even if they can't buy them in the hospital or cannot be reimbursed by medical insurance, the patients are still willing to buy them
.
02 The bargaining power of pharmacies has improved, and necessary fees must be provided for entry.
For prescription drug companies to enter the market, pharmacies need to provide reasonable market fees
.
For pharmacies, if the products sold do not make money, they will not actively promote them
.
Now, the bargaining power of the entire new pharmaceutical retail industry has increased, except for specialty drugs, which only have a gross profit of about 5 points.
Taking ordinary original research drugs as an example, e-commerce may have 10 points, and pharmacies are also around 15 points
.
Not as
what products the main push is not suitable for the retail market? What marketing methods need to be cautious?
01.
Foreign companies have little willingness to introduce general medicine doctors to prescribe prescriptions, and Internet supplements are strictly controlled.
We have found that some foreign companies have introduced many general medicines, which are consistent with centralized procurement or competing products
.
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.
Many doctors have not used this product.
Even if it is a foreign company's product, it is difficult for them to recommend it
.
As far as individual doctors are concerned, as professionals, they are willing to use products they are familiar with because these products have treatment experience and patient feedback
.
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
.
In the past, it was possible to use the Internet to supplement prescriptions.
The latest regulatory opinions have put Internet supplements under strict control, which requires pre-prescription, so similar varieties will encounter problems
.
02.
Domestic pharmaceutical companies have insufficient budgets for ordinary low-priced drugs, and the promotion space is too small.
Pharmacies and e-commerce companies have no motivation.
A large number of ordinary low-priced products of domestic pharmaceutical companies have a small price difference and strong substitutability, whether it is a pharmacy.
E-commerce still has no incentive to promote, and companies do not have the budget and manpower to cooperate with the implementation, so basically they just put the products in pharmacies and follow the trend
.
03.
E-commerce of injection products is restricted, and hospital operation is restricted.
Only DTP pharmacies can build infusion centers.
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 selling OTC drugs(Over-the-counter drugs)-based traditional retail pharmacies, DTP pharmacies mainly sell high-margin or high-priced specialty drugs, new specialty drugs, self-paid drugs, etc.
, and are equipped with licensed pharmacists to provide professional guidance and services.
It is an advanced mode of retail 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
.
04.
Marketing layout.
The focus of marketing has been shifted from the doctor side to the patient side.
The retail pharmacy can expand the coverage rate and have terminal marketing recommendations, which is also very important for the general 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!
Five batches of national centralized procurement have been completed, and the sixth batch has been launched
.
From the perspective of five batches of centralized procurement, a total of 218 varieties were involved.
These 218 varieties accounted for 30% of the purchase amount of chemical drugs from public medical institutions based on their pre-collection prices
.
Calculated according to the agreed purchase volume, it is estimated that the annual cost of medicines can be saved by 92.
6 billion yuan
.
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
.
After the promotion of the centralized procurement policy, the products that did not win the bid almost lost the country's main public hospital sales market
.
In order to regain the market share of the past, these varieties have been sold in the retail market outside the hospital
.
The out-of-hospital market, from retail pharmacies to e-commerce, Internet hospital-related sales and service carriers, sinks to the primary medical institutions.
Although the current market size is still small compared with the main channels of public hospitals, it is a rapidly growing incremental market
.
According to a report by Deloitte on the changes in pharmaceutical retail: the forecast before the outbreak of the new crown epidemic is that from 2019 to 2023, the growth rate of China's pharmaceutical out-of-hospital retail market will be affected by policies such as the expansion of volume purchases, the deepening of pharmaceutical divisions, and the acceleration of medical insurance control fees.
It will slow down to a CAGR of 5.
5%; however, due to the impact of the new crown epidemic, the outflow of prescriptions to retail channels will be further accelerated.
It is expected that the CAGR will increase to 7.
0% in 2019-2023
.
More and more pharmaceutical companies have begun to vigorously cultivate their own retail prescription teams and deploy retail channels in advance
.
The drugstore market, which was once regarded as a "chicken rib" by some prescription drug companies, has now received unprecedented attention
.
Can be
selected for 01 the right varieties: Chinese patent medicines, innovative medicines, oral drugs for chronic diseases of foreign companies
At present, not all varieties are suitable for the out-of-hospital market
.
The author believes that there are more suitable oral products for chronic diseases of foreign companies , some Chinese medicine products of domestic companies , and innovative drugs that are currently actively competing with companies
.
Take the first batch of centralized collection of lipid-lowering drugs "Rosuvastatin Calcium" as an example.
Whether it is in the "4+7" pilot cities or in the expansion of the alliance area, AstraZeneca, the original manufacturer, has not been selected.
Up
.
After missing most of the public hospital market in the country , the original research manufacturer chose to focus on the retail market
.
Data show that in the first quarter of this year, AstraZeneca’s sales of rosuvastatin calcium in the pharmacy market reached 410 million yuan, a significant increase of nearly 70% compared to the same period last year
.
Part of this is the result of active marketing.
Manufacturers of successful products have taken the initiative to deepen cooperation with retail pharmacies, and various resources are also inclined to pharmacies
.
Part of the reason is that after long-term academic marketing and brand promotion, a group of doctors and patients are more willing to use the original research products.
Even if they can't buy them in the hospital or cannot be reimbursed by medical insurance, the patients are still willing to buy them
.
02 The bargaining power of pharmacies has improved, and necessary fees must be provided for entry.
For prescription drug companies to enter the market, pharmacies need to provide reasonable market fees
.
For pharmacies, if the products sold do not make money, they will not actively promote them
.
Now, the bargaining power of the entire new pharmaceutical retail industry has increased, except for specialty drugs, which only have a gross profit of about 5 points.
Taking ordinary original research drugs as an example, e-commerce may have 10 points, and pharmacies are also around 15 points
.
Not as
what products the main push is not suitable for the retail market? What marketing methods need to be cautious?
01.
Foreign companies have little willingness to introduce general medicine doctors to prescribe prescriptions, and Internet supplements are strictly controlled.
We have found that some foreign companies have introduced many general medicines, which are consistent with centralized procurement or competing products
.
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.
Many doctors have not used this product.
Even if it is a foreign company's product, it is difficult for them to recommend it
.
As far as individual doctors are concerned, as professionals, they are willing to use products they are familiar with because these products have treatment experience and patient feedback
.
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
.
In the past, it was possible to use the Internet to supplement prescriptions.
The latest regulatory opinions have put Internet supplements under strict control, which requires pre-prescription, so similar varieties will encounter problems
.
02.
Domestic pharmaceutical companies have insufficient budgets for ordinary low-priced drugs, and the promotion space is too small.
Pharmacies and e-commerce companies have no motivation.
A large number of ordinary low-priced products of domestic pharmaceutical companies have a small price difference and strong substitutability, whether it is a pharmacy.
E-commerce still has no incentive to promote, and companies do not have the budget and manpower to cooperate with the implementation, so basically they just put the products in pharmacies and follow the trend
.
03.
E-commerce of injection products is restricted, and hospital operation is restricted.
Only DTP pharmacies can build infusion centers.
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 selling OTC drugs(Over-the-counter drugs)-based traditional retail pharmacies, DTP pharmacies mainly sell high-margin or high-priced specialty drugs, new specialty drugs, self-paid drugs, etc.
, and are equipped with licensed pharmacists to provide professional guidance and services.
It is an advanced mode of retail 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
.
04.
Marketing layout.
The focus of marketing has been shifted from the doctor side to the patient side.
The retail pharmacy can expand the coverage rate and have terminal marketing recommendations, which is also very important for the general 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!
