Transformation of pharmaceutical enterprises: game between profit and service

Source: Biovalley 2015-5-29 "we should always bear in mind that drugs are designed to save people and not seek profits, but profits will follow If we remember this, we will never be unprofitable; the more we remember it, the more profitable it will be " ——In the face of the growing global drug market, George W Merck's growing profits have become the primary goal pursued by major pharmaceutical companies, which has also become the pain in the hearts of pharmaceutical representatives, and the following compliance storm is even worse Therefore, the rumors that the pharmaceutical companies are approaching the cold winter and the pharmaceutical representatives are about to be eliminated are all raging According to a recent survey of 150 executives of pharmaceutical companies released by PwC Strategy &, pharmaceutical companies still widely use medical sales force and Kam, Key account management) and other traditional business models Although these two traditional business models have been recognized in promoting performance growth, 72% of respondents think that pharmaceutical companies have not made breakthrough innovation in changing the traditional sales and marketing model Therefore, pharmaceutical companies are also trying to promote new channels such as digital tools and joint research / analytics with payers Although the survey results show that the vast majority of respondents think the new channels are not successful, they say they will further increase investment in these new channels, which also confirms 83% In the next two to three years, top executives of pharmaceutical companies expect to reshape their business model "In the future, the traditional medical sales representative model will still be the mainstream for a while," said Rick Edmunds, senior partner of Elliott consulting and head of global healthcare and North American life sciences consulting However, with the increase of cost, the decrease of new drugs and the increasingly stringent regulatory environment, the marketing model with pharmaceutical representatives as the core is gradually declining "In China, it could be more serious." Sun Chao, partner of Greater China medical consulting business of Elliott consulting company, said, "the Chinese market is mainly mature products, medical representatives bring limited new information to doctors, large pharmaceutical companies increase medical representatives to drive sales growth, which will lead to lower returns in the future, in addition, anti-corruption in China is the general trend, which urges Chinese pharmaceutical companies to explore new business models." When asked how Chinese pharmaceutical companies can borrow foreign experience, Rick said, first of all, pharmaceutical companies need to focus on and improve the most effective mode of performance growth-- Sales representative model; secondly, in the changing market environment, expanding new marketing channels and marketing content can make pharmaceutical enterprises invincible; finally, enterprises need to change their thinking while changing their business model, they need to establish a feedback mechanism to test the emerging business model and adjust it in time according to the results The traditional mode that pharmaceutical companies need to create more value is that pharmaceutical companies provide doctors with product clinical research information through academic marketing of pharmaceutical representatives, and doctors provide prescriptions through product information provided by pharmaceutical companies and their own clinical experience, while patients' participation is often ignored From the promulgation of the affordable healthcare act in the United States to the separation of Chinese medicine, medicine is no longer the main decision-making factor of doctors' treatment More and more doctors will focus on how to provide cost-effective treatment programs for patients, which also provides opportunities for pharmaceutical companies to expand new business models Therefore, pharmaceutical companies need to adapt to the transformation from doctor centered to patient-centered Their responsibilities are not only to sell products to doctors, but also to help doctors serve patients In short, this is an evolutionary process from a simple seller to a server "Pharmaceutical companies can track, collect and analyze patient medication information and feed it back to doctors," Rick added According to Bio Valley editor, at present, Sanofi, Johnson & Johnson, Novartis and other pharmaceutical companies use Internet tools to track various physiological indicators of patients by combining their drugs with app, and the final data collected can help doctors guide medication In addition, from the perspective of the whole industry, it is more meaningful for doctors to cooperate with pharmaceutical companies to focus information in a certain treatment field on the same platform, so as to provide opportunities for academic exchanges and clinical experience communication for doctors In the context of the transformation of business model of pharmaceutical enterprises and the great change of the whole medical system, the traditional sales model of pharmaceutical representatives will gradually fade out of the market, and better help doctors to serve patients will occupy an increasingly important position in the development of pharmaceutical enterprises, and even become the core competitiveness of pharmaceutical enterprises' marketing However, the overall layout of serving doctors and patients is needed, which will not bring high profits to pharmaceutical enterprises in the short term This is contrary to the ambition of profit growth of pharmaceutical enterprises How to balance the relationship between the two is thought-provoking Perhaps, as Merck's founder said, when drug companies do not pursue profits excessively and return to the original intention of helping doctors serve patients, high profits are no longer the goal, but the reality.