Write to the owners of pharmaceutical companies: please take a correct view of the volume purchase of drugs!

Wen: listening to the flute in Qiujiang In 2020, the industry and Commerce in charge of drug bidding (market access) friends found that this "work" is becoming more and more difficult to do! And the bosses of many pharmaceutical companies have finally found that: the original market sales determine life and death, and now they have finally entered the era of bidding and purchasing But understanding is understanding, and reality is reality The changing drug purchase policies, the strict control of the access to the purchase catalogue, the downward spiral of the drug price, and the constant pressure of the business functions brought about by the two vote system all make the bidding personnel of drug enterprises not only suffer from the price reduction problem of "no choice but also the fidgety illusion of" too busy every day "; most drug enterprises are in the bidding process, which is often the case There are two situations: first, the market access department is responsible for drug bidding and the market first-line assistance; second, the market first-line is responsible for drug bidding and the market access department cooperation But no matter the first or the second, there will be such problems: the access of the purchase catalogue and the maintenance of the price negotiation, because of the different classification purchase mode, have different attack focus, as two departments not subordinate to each other, no matter who focuses on them, will inevitably produce a sharp negative effect The decision-making level of the company often focuses on the marketing layout and immerses itself in the repeated changes of marketing indicators, market inventory and increment Therefore, it is difficult to study and judge the trend and change of local bidding from a strategic and professional perspective This has led to the illusion of many pharmaceutical business owners that market sales should rely on market personnel, delivery and payment collection should rely on business personnel, and public affairs should be decided by their own hands As for the bidding and purchasing department, it is actually a matter of price This directly leads to the formalization of some bidding projects, and the decision-making level often focuses on the final price rise and fall Do you know that the final adjustment of a price is caused by a series of butterfly effects, which can not be determined by a simple agreement or disagreement As a result, many bidding personnel of pharmaceutical enterprises have lost the sense of direction of career development and do not know the value and significance of this position under the double puzzle of internal and external factors Thus, a vicious circle is formed: the market access ignores the management of the price formation process and becomes the management focusing on the pure price result factors Under the new situation, the promotion of medicine is changing from preacher to collaborator or or follower, and the concept of medical value drive emerges, that is, "medical affairs drive → market strategy transformation → clinician identification → sales implementation → drug purchase volume → a new round of centralized purchase access (catalog price)" A product can finally be recognized in the front line of the market, but also rely on such a sales driven model But the reality is that many domestic pharmaceutical enterprises always regard "drug purchase is a sales process" as a systematic thing: bidding is bidding, sales is sales, academic is academic, business is business Therefore, the market access department does not have to participate in the academic conferences of many famous experts; the industry and Commerce Association of business organizations does not need to participate in the market access department; even the company's regular sales meetings do not need to participate in the market access department The resources that should have been able to be integrated are in the fragmentation strategic deployment of the subconscious of the decision-making level again and again It's a pity that they lose the function of maximizing benefits The market sales can only present the state of "blind flight", and the final result is that all work is separated The bidding price is not ideal The decision-makers first think about the problem of market access department, but how many people think it is the problem of an enterprise's overall sales strategy and resource integration? In fact, many pharmaceutical companies' bosses attach great importance to government affairs and price management But there are still many decision makers of pharmaceutical companies, who always take colorful glasses to see market access In fact, it's necessary to change positions and think about the work of marketing department or front-line sales It's necessary to work on government affairs, but it's necessary to be grounded in the work of government affairs, so that the marketing department manager who knows to read IMS or hold academic meeting can do it all day long They can really bear this grievance and have this ability Is the problem easy to solve? The key is how to position the market access work of pharmaceutical enterprises? Is it located in the strategic deterrent function of a Second Artillery Force or the logistics basic support function of a printer + copier I don't think clearly about this point The products that could have benefited from the negotiation of purchasing with volume will have a bad effect again and again because of the inadvertent self abandonment of resources Just like the wave of drug price reduction, when facing this wave, the first response is instinct (too low price reduction), the second response is emotion (unacceptable), the third response is position (negotiated price return), the fourth response is interest (KPI assessment of relevant personnel will be affected after price reduction), and the fifth response is to take into account other people's social psychology (empathic thinking) The sixth reaction is to realize that the first five steps are not different from each other, but five components of a complete cognition.