Uncover secrets, senior agents reveal their own survival path!

This year, the common feeling of agents is that the days are getting more and more difficult Price linkage has become the norm Drug prices change very frequently There is still profit space, so price linkage cannot be done How the price of a batch of goods has changed before they are sold! The frequent occurrence of policies has become a habit The products have not yet been sold in a pure way When a policy comes down, gameover! Of course, the most important thing is that the hospital's high-pressure policy begins to be officially implemented For clinical drug use in hospitals, the state has issued a variety of strict fee control policies, including antibiotic management, auxiliary drug use, medical insurance quota, change of medical insurance payment method, and three-level hospital assessment rules issued at the end of last year, which have designed very detailed assessment indicators for clinical drug use Now, these policies are beginning to move seriously, and they are really beginning to land, and their impact on clinical practice is beginning to show So, under the domestic and foreign difficulties, do agents have a way? The cost of capital is too high, and agents are not so easy to be replaced Although many enterprises are clamoring for self operation and team building, agents are still an indispensable part The reason is that the cost of establishing the self-supporting team is too high, and the cost of employing salespeople, in addition to wages and social security, etc for the domestic pharmaceutical enterprises which are mainly based on generic drugs, the profit margin is not enough to support all the self-supporting teams In terms of product marketing and promotion, agents will still be the main force of most varieties in the market However, due to the reduction of channels, there are still some people who want to withdraw from the agent team, mainly large contractors In the past, the functions of big contractors include market access, price maintenance, and looking for agents at the next level, etc However, the trend of bidding and networking is that all drugs that meet the needs can be online, and the price is looking for the lowest price in history Whether it's market access or price maintenance, and the follow-up service of two tickets, the role of big package is weakening As for the function of looking for agents, after the two ticket system, pharmaceutical enterprises can directly establish direct contact with the last level of drug promotion, and many services are also provided directly by pharmaceutical enterprises The information of their agents has been found out by enterprises, and it has become a common phenomenon that large amount of money is kicked out of the ground Policy is still the biggest risk for agents How can agents survive in the industry in the future? At present, agents have two major risks, one is policy risk, the other is capital risk Capital risk includes two parts, one is variety selection, the other is manufacturer's payment First of all, for agents, the biggest risk is still in policy, which changes too fast To survive, the most important thing for agents is to pay attention to various medical reform policies No policy is equal to no policy, but at present, all medical reform measures are focusing on implementation, and the speed of implementation is faster than usual Most of them are policies directly put in place by the state health administration, which means that the differences and local flexibility of the policies are almost gone It is more and more difficult to find living space by drilling holes It is the right way to comply with the policies to find opportunities Because of the rapid implementation, strong execution and national unity of the policy, the medical reform policy must be the focus of the agents Do you have the policy sensitivity and flexibility? If not, it will have a very direct impact on you It is possible to sell 10 pieces of goods, and only part of the profits will be made when they are delivered However, there are changes in policies What is lost is not only profits, but also one piece of goods The loss may be far greater than the profits of the 10 pieces of goods you have received before Secondly, at present, the medical insurance department that controls the medical insurance funds must pay attention to, the reform is long-term, we can find the direction of reform from the medical insurance fund chain In terms of the consumption of medical insurance funds, the hospital accounts for the highest medical insurance expenses, then the drugstore; in terms of categories, first the drugs and then the devices Therefore, the path of medical insurance supervision is also that the hospital is the key monitoring object, and the supervision of drugstores is weak At present, the main way to fight against drug fraud is to purchase health care products and daily necessities with medical insurance card In terms of categories, the reform has started from the implementation of drugs to medical devices The policy mainly continues various effective cost control measures for drugs Because of the ready-made experience, the implementation speed is particularly fast As the drug routine is almost the same, the safe drugs are almost safe As for the equipment, the unsafe varieties of equipment can be deduced from the drug routine Agent's variety selection strategy is the core of agent's profit For agents to come, we must pay attention to the policy of purchasing with quantity introduced by the state health insurance bureau Like the two ticket system, volume purchase will become the mainstream form of drug purchase, with more and more varieties, but it will not cover all varieties Only those with the characteristics and necessity of volume purchase will become volume purchase varieties GPO also needs attention, which will also affect the national price of products and even the circulation price of commercial companies The author believes that the varieties with the following characteristics and necessity will become the varieties with volume procurement: 1 After consistency evaluation: the agents must pay attention to the progress of consistency evaluation, especially through the consistency evaluation, it is very likely to be included in the centralized procurement 2 Large quantity: large quantity accounts for more medical insurance funds, so it will also become the price reduction target of volume purchase 3 There is a need for original research drug substitution: if there is no original research drug, only domestic generic drugs are being made, it may not be of great significance In fact, the manufacturer's marketing gimmick of "consistency evaluation" can't stand the test of the facts It's a matter of enterprise and policy to pass or fail, to do or not to do However, the manufacturer only loses an approval; it has no relationship with the agent for half a cent One of the objectives of volume purchase is to remove the intermediate channels and do not need business representatives, agents, etc The manufacturer can deal with several major businesses directly It is understood that many enterprises in the 25 product specifications have set up a separate department, and the director directly talks with the big business Agents in which there is no living space, so it is not recommended to touch the varieties that may be included in the volume purchase So, which varieties can become good agents? 1 In addition to 289, which passed the consistency evaluation, there were injections At present, the evaluation of injection consistency has not been pushed out Many injection types have passed the consistency evaluation and are worthy of attention 2 There are some small varieties in the market Although the market is not big, there are few manufacturers and less competition However, the selection of small varieties must be accompanied by APIs Upstream raw materials cannot be controlled or made In case of a monopoly of APIs, the manufacturers can't play, and the agents can't do it 3 How about the marketing gimmick "Chinese patent medicine" evolved from the policy! In fact, it is a theoretical thing Hospitals prefer to use Chinese herbal pieces There is no Department of traditional Chinese medicine to set up a department of traditional Chinese medicine The profit of decoction pieces is more objective than that of traditional Chinese medicine Become a new profit point for hospitals The cooperation between agents and pharmaceutical enterprises mainly promotes the form of service outsourcing, which means that agents should have their own agents Only when the agent company manages its own feet can it avoid the supervision Don't mess with it To be frank, it's the tax that should be paid The company must be fair to the company Although the cost has increased, it will not be the focus of monitoring and spot checking by the tax authorities It is a kind of protection for enterprises and themselves.