Where is the future of medicine? Enlightenment from the reform of a pharmaceutical company in Japan

[pharmaceutical network market analysis] the irregular behavior of pharmaceutical representatives has always been the focus of the relevant national functional departments in recent years Recently, the notice on printing and distributing the key points of work to correct the unhealthy trend in the field of medicine purchase and sale and medical services in 2019 (hereinafter referred to as "key points of work") was published in some hospitals Once again, it provides for the implementation of the registration and filing management of medical representatives in the hospital, and standardizes the reception system of medical representatives in the hospital Strictly implement the requirements of prescribing according to the generic name of drugs, ensure that pilot cities give priority to the use of "4 + 7" volume procurement of selected drugs under the same conditions, and severely punish drug tying We will implement the registration and filing management of medical representatives in the hospital, and standardize the reception system of medical representatives in the hospital In addition, the medical representatives who have been defined before can only engage in academic promotion, technical consultation and other activities, and can not undertake the task of drug sales Their dishonesty is recorded in the personal credit records and other relevant regulations The life of the medical representatives is becoming more and more difficult An old pharmaceutical agent who has worked in the pharmaceutical industry for ten years has said that at least 60-70% of his group of pharmaceutical representatives have turned careers In the 1990s, because the renewal of doctors' knowledge mainly came from medical representatives, who played a very good role in popularizing drug knowledge and guiding doctors to use drugs reasonably, the medical representative industry developed rapidly, which also led to various disorders In recent years, with the country's increasing efforts to punish medical representatives, many of them are discussing in private, can this industry still do it? How to do it? Maybe some time ago, Japanese Imperial pharmaceutical could give us some enlightenment on some practices of pharmaceutical representative reform Recently, Japan's imperial pharmaceutical announced that it would merge about 560 pharmaceutical representatives into its imperial family health care company, and officially restructure it from October 1 From October, 450 medical representatives who were in charge of family health care will learn about drugs and diseases, learn about the methods of transmitting and collecting drug information and promoting drug use, and then help them to obtain the qualification of medical representatives, said Watanabe Yilang, President of imperial pharmaceutical And, starting in October, the transferred team of medical representatives will join the sales representatives in charge of family health care to enter the family health service, so as to deepen the understanding of family health care and patients Watanabe Yilang, a medical representative of birth, said that traditional medical representatives are hard to see even the face of patients, so what about making suggestions for patients? How to provide medical services?   This restructuring is considered to be a solution designed for the future era of comprehensive community care Based on the pharmaceutical business and community health care services, we will establish a community-based sales system It is said that in the future, we will cooperate with other IT companies to develop and provide more complete solutions through the medical information sharing system and offline cooperation with medicine On behalf of the community sales, nursing management, nursing staff, medical engineers, physiotherapists and other professional teams, to complete the professional family medical services centered on patients In fact, some aspects of the pharmaceutical market in China and Japan are very similar In Japan and China, the aging is rapidly increasing, the number of patients with chronic diseases is increasing, and the awareness of health management of chronic patients such as hypertension and diabetes is improving In fact, many pharmaceutical companies are still recruiting medical representatives, according to a pharmaceutical personage a long time ago However, how to change the work style, transformation and upgrading of traditional medicine representatives according to the policy still needs to be studied by enterprises themselves The author thinks that it is better to worry about one's own ability than about the increasingly standardized medical representative system and the constantly changing market When the performance weight of the product performance itself in the goods you provide is reduced, you need to improve the service to make up for it Otherwise, you can either accept the price reduction or exit the market Choose to sell high-performance products or improve your service level, which is the necessary condition for the sustainable development of pharmaceutical enterprises.