With the amount of procurement of medical representatives pain has just begun?!

The impact wave of the expansion of the 4-plus-7 band purchase appears, whether it is domestic enterprises, or foreign enterprises, the medical delegation team disbanded the news uninterrupted, such as Beijing Jialin Pharmaceuticals, due to the "4 plus 7" expansion in September, Jialin Pharmaceutical's Atvastatin calcium products "Ale" failed to win the bid, in late October, Beijing Jialin Pharmaceuticals announced the dissolution of the sales team;medicine represents the profession for the first time Chinese mainland around the late 1980s, when medical representatives were transferred from cliniciansIn the first period of time the medical representative was a very decent profession, high salary and professionalism, medical representatives have only one thing, is academic supportBut then the medical representatives began slowly connecting with the medical rebatesIn this professional development of more than 30 years, in fact, the role of pharmaceutical representatives is summarized into the following three aspects:1, transmission and recruitment ofmedical representatives to transmit the relevant professional and cutting-edge treatment information in the field of products responsible for the transfer, through visits to promote the doctor's rational use of drugs, in their own responsible products to get the use of appropriate adequate treatment;2, courtesy plus rebate
guest promotion is a form of parenting to establish an intimate relationship with a doctor to promote their prescription motivation, for example: medical representatives to help doctors deal with family and personal (mainly unrelated to clinical work) affairs, regular or irregular gifts to doctors, guest meals, dinner to pay for the billIn addition, the medical representative will also give a prescription (/box) drug and a certain amount of cash rebates to the doctor as an important marketing method, involving bribery or disguised bribery, is illegal3, intelligence collectiontheir own company's product situation, doctor prescription concept, competitive market analysis and so onFor example, research and development of new drugs needs to understand what new needs are available on the market, what are the deficiencies in existing drugs and competitors, what needs to be improved, and how to obtain this information requires consultation and communication between medical representatives and cliniciansnot only with volume procurement under the pharmaceutical representatives will be scale layoffs, in fact, a large number of pharmaceutical companies have been on the road to bankruptcy!the pain of medical representatives has just begun
looking closely at the three functions of medical representatives, we found that can be partially replaced by the network platform, academic communication and intelligence gathering can also be achieved in the online physician communityTherefore, the high-priced high-cost high-cost representative model in the context of the collection, due to cost constraints, for pharmaceutical representatives can only carry out scale layoffs The author believes that, in fact, compared with the United States only 88,000 pharmaceutical representatives, domestic medical representatives cut to about 400,000 is more reasonable more than two million domestic medical representatives will be squeezed by layers At present, there are some new representatives have been unable to establish relationships with doctors, can not enter the hospital, in the performance evaluation pressure will increase the elimination rate Some senior pharmaceutical representatives, although they have been in the industry for many years, are now facing dilemmas, such as the loss of job value and meaning, as the decline in total sales leads to a steady decline in personal income now, we find that various enterprises, whether foreign-funded, or dealers, suppliers have been aware of this problem, but overall, the pharmaceutical representative pain has just begun, 5 years or so may actively and passively brush off nearly half of the pharmaceutical representatives, especially those non-professional can not really do academic promotion of pharmaceutical representatives return to the academic essence is wang Dao
extensive and finally to the norm The market and medical reform are pushing the simple and extensive medical representative's career transformation, the medical representative with gold sales window is slowly closing Upstream pharmaceutical industry adjustment, downstream marketing followed, pharmaceutical representatives will return to the original academic promotion of the original original intention Pharmaceutical companies need to find new ways to educate doctors and target customers after job cuts The new marketing model is bound to be the use of digital marketing, overlay online and offline with mixed marketing Core area online to strengthen the elite pharmaceutical representative academic promotion, supplemented by digital marketing precision The broad area will use virtual representative plus digital marketing academic promotion model, to achieve low-cost, wide coverage, the purpose of transmitting academic information in fact, multinational enterprises because of relatively high costs, has been carrying out human streamlining and optimization, and domestic enterprises in the national collection of real "wolf came" time, forced to follow up comprehensively, there are some in the wait-and-see or with the flow, in fact, the most difficult time is far from coming! the author believes that national collection overlay DRGs and crack down on commercial bribery in the next few years, will be a large number of domestic pharmaceutical companies forced to phase out the time!