To drug bosses: the road to finding tickets has been blocked, real compliance marketing is still on the way

The wolf's coming! The "hang" war began to be fully laid out!from the quality and efficacy of generic drugs consistent evaluation, to the state organization of centralized drug procurement, to the 77 pharmaceutical enterprises of fiscal and tax verification, in recent years, the state has suddenly begun to for pharmaceutical enterprises to carry out "clean-up" type of verification, involving almost all aspects of drug research and development, production, circulation, procurement, use and other life cycle linksif you want to sum up, the country seven combination of fists, fists hit a lot of pharmaceutical companiesfirst punch: to achieve import substitution and strong regulation with seamless generic stoking feessecond punch: strict supervision of innovation research and development and priority review incentives to promote industrial innovation and upgradingthird punch: strong medical service terminal reform, the abolition of drug mark-upfourth punch: reduce the circulation link, simplify the circulation channels, promote the two-vote system, accelerate the transformation and upgrading of the circulation industryfifth punch: the government to break down departmental barriers, speed up tax reform to check the authenticity of billsthe sixth fist: strengthen big data, blockchain and other information technology applications, automatic inspection of drug industry violationsthe seventh punch: crack down on the sale of gold, penetrating financial and tax inspection strictly guard against briberythus shows that under the dual pressure of "crowding out effect" and rising costs, the next, pharmaceutical companies without endogenous "hard core" will face the difficulty of being killedUnder the hard constraint of macro-policy, the original inertial path will be locked, the polarization of pharmaceutical enterprises accelerates, promotes and accelerates the concentration of the pharmaceutical industry, realizes the industrial transformation and upgrading and innovation drive continues to land, will undoubtedly become the core trend of the pharmaceutical industry policyand for enterprises, strengthening the enterprise's compliance construction, building an integrated "fortification" is the most urgent taskAlthough in theory, as long as the fiscal treatment, drug quality, purchase and sale norms, product innovation and other aspects are done, the "threat" faced by enterprises will no longer existBut in practice, the most effective method or the most urgent must do things for different types of enterprises are also different, and can not be generalised, The Austrian-American political economist MrSchumpeter has previously creatively put forward the "innovation theory", in the field of economic thought and development history research has a unique position, for more than a hundred yearsIn fact, his innovative approach to relief is also appropriate in response to the current state of pharmaceutical changeSpecifically, there are five actions: the first step: the introduction of new products
applicable drug types: non-differentiated generic drug enterprises and some Chinese medicine enterprises that have not yet been affected by the volume of procurement and the expansion of the spreadfor matters: whether future collectionwill will fall, there is uncertaintysimply, with the gradual expansion of the national area of band procurement, the next in addition to the first and second round of 25 varieties, there will be more products are also included in the scope of the band procurement, which has been reflected in the current local band procurement rules, such as wuhan City recently released the "Wuhan City drug centralized band procurement work programme" indicates that the scope of the volume procurement is "the national organization negotiations, centralized procurement of drugs outside the procurement." The same variety of manufacturers often a large number of enterprises will face the situation of not winning the bid, this result will lead to sales "cliff fall." Once there is, the company will face a "crash" directlyThat is, "the uncertainty anxiety of falling marks"a possible way out: no one has asked about mergers and acquisitions, regardless of the size of the company's sales and the level of profitSuch pharmaceutical companies, in the time frame, timely drive innovation transformation and the introduction of new products, while promoting transformation compliance is the best policystep 2: the introduction of new production technologyapplicable types of pharmaceutical enterprises: with volume procurement and expansion of the winning bid, with a differentiated generic drug attribute class of partial pharmaceutical enterprises and some Chinese medicine enterprisesfor the matter: for a short period of time or for a certain period of time in the future, there is no problem of collection and targeting of drugsHowever, because of the higher cost rate, sales of "gold inertia" there is a risk of being auditedThe marketing model is relatively single, "pure sales cost path dependence" on the sale is prone to frequent incidentsThat is, "pattern uncertainty anxiety"a possible way out: the main and innovative pharmaceutical companies, such pharmaceutical companies to carry out mergers and acquisitions, to enhance the scale and profitability, has a certain attraction Or such pharmaceutical companies, in the time window period, their own increase the barriers to differentiation, promote the new production process landing, internal increase dingout potential At the same time, the pharmaceutical enterprises to promote the transformation of compliance, timely promotion of research and development innovation, the formation of industrial alliance is the best policy step 3: enter the new market
applicable drug types: high-barrier generics and generics, as well as basic genericdrugs, from individual drugs to generic ladder product group pipeline categories : it is expected to expand new markets at home and abroad, on the one hand to increase the bulk supply of drugs in non-developed countries, on the other hand, reduce prices to stimulate the domestic potential market possible way out: to benefit international friends and in-depth new markets, and other ways to expand the company's innovative drug sales channels and the company's generic drug ladder product group, while increasing the expansion of new markets at home and abroad, to make up the price, to reduce or mitigate the uncertainty of national policy uncertainty on the sustainable development of pharmaceutical enterprises in the price of single products uncertainty risk step 4: control of new raw material suppliers
applicable drug types: the production of drug companies with volume procurement and expansion of the target of generic drugs for matters: into the "cost plus" model to fight prices
may be the way out: such manufacturers of raw materialpreparation integration model, no objection to the reduction of the cost of efficiency fighting price, to increase the scale of the general volume as a way out of development, there is no need to find tickets, such marketing operators also save, in the phase of the winning bid and not winning the periodic fluctuations, do a good job of reducing the quality of the work is the first task step five: to achieve a new industrial organization or new operating business model
applicable drug types: including innovative drug cluster pharmaceutical enterprises, differentiated generic drug cluster pharmaceutical enterprises or high-threshold drug companies mainly for the matter: to solve the compliance design of such pharmaceutical enterprises, marketers from the original simple search for tickets to charge, financial personnel to verify the authenticity of the traditional path of the voucher reimbursement model, gradually transformation The pharmaceutical company as a whole is transforming into a business model and nesting a compliance evidence chain a possible way out: such pharmaceutical companies, product innovation will be expanded to product and management innovation On the one hand, we should grasp the innovation of product research and development, and on the other hand, we should grasp the management innovation of the growth model of compliance Realize "both hands should be caught, both hands should be hard." in general, combined with the resource endowment of enterprises, that is, resource advantages, combined with the development of enterprises, the formation of historical precipitation, play the advantages of resources to promote innovation this includes: either to enhance the technical content of generic drugs themselves, or to combine existing resources to break through new markets, or to accelerate the control of more raw material suppliers to form the integration of raw material preparations in combination with the problem of band procurement this process, promote the improvement of drug structure, continuous optimization of operational quality, improve the integrated operational capability and rapid iteration innovation capabilities After that, we can re-engineer the industry for the systematic policy and design a proper new operating model.