"4 + 7" volume purchase officially landed, and the role of medical representative will be changed again

[China Pharmaceutical network industry trends] at present, "4 + 7" volume procurement has officially entered the implementation stage The greater impact is that the price of the winning products has been greatly reduced, with an average decrease of 52% and a higher decrease of 96% The industry believes that under this background, the industrial pattern of generic pharmaceutical enterprises and transnational pharmaceutical enterprises will change, and the reality that pharmaceutical enterprises must face is that the continuous deepening of policies will squeeze out the "water" of drug marketing and reduce the profit space represented by medicine   In 1989, medical representatives, a profession introduced from abroad, became very popular in China However, in the 1990s, medical representatives began to "change their taste" Many medical representatives participated in the activities unrelated to their work by virtue of their identities, such as product sales, drug regulation, ticket handling, commercial bribery, donation, misleading drug use, distorting curative effect, concealing bad information, etc The hospital industry is not standardized, the development is unreasonable, and it is harmful to the interests of patients In the past, the activities of medical representatives were mainly academic promotion, technical consultation, assistance to medical personnel in rational drug use, collection and feedback of drug clinical use and adverse drug reactions Now, professional medical representatives have gradually gone away There is a growing call for hospitals to ban "medical representatives" from entering the hospital, and pharmaceutical companies have begun to withdraw medical representatives For example, Wu Xin, general manager of youshibi China, once said, "in the past 12 months, the whole business model of the company has been greatly adjusted, and we have no medicine representative for this position." In addition, since 2018, multinational pharmaceutical companies have intensified a large number of layoffs for price reduction insurance market For example, Pfizer has revealed plans to cut 2% of its global workforce; Bayer has announced the sale of some businesses, cutting about 12000 jobs globally by 2021; Sanofi, a French pharmaceutical company, plans to cut 670 jobs in France by the end of 2020 From the point of view of the reasons, the layoffs of multinational pharmaceutical enterprises are mainly due to the global strategic adjustment, paying more attention to subdivisions; the popular merger and acquisition integration and product line outsourcing among pharmaceutical enterprises; cost saving and more investment in advantageous businesses From the point of view of the target of layoffs of multinational pharmaceutical companies, it is mainly the pharmaceutical representatives and the personnel of new drug R & D department with high failure rate In addition to the refusal attitude of pharmaceutical enterprises and hospitals to pharmaceutical representatives, the state has also issued documents to regulate the behavior of pharmaceutical representatives For example, in 2017, several opinions on further reform and improvement of drug production, circulation and use policies clearly proposed that "we should strengthen the management of pharmaceutical representatives, establish a registration and filing system for pharmaceutical representatives, and make the filing information public in a timely manner Medical representatives can only engage in academic promotion, technical consultation and other activities, and shall not undertake the task of drug sales, and their dishonesty shall be recorded in the personal credit record " The State Food and drug administration has clearly put forward the "three prohibitions" for pharmaceutical representatives: "prohibit pharmaceutical representatives from undertaking drug sales tasks, prohibit pharmaceutical representatives from contacting doctors in private, and prohibit anyone in medical institutions from providing pharmaceutical representatives, pharmaceutical production and marketing personnel with the number of pharmaceutical prescriptions issued by medical students."   On August 23, 2018, nine ministries and commissions jointly printed and distributed the key points of special governance on rectifying malpractice in the field of pharmaceutical purchase and sale and medical services in 2018, which required to promote the implementation of the measures for the record management of pharmaceutical representatives (for Trial Implementation), standardize the practice of pharmaceutical representatives, improve the medical service environment, and pharmaceutical manufacturers (listing license holders) should disclose the record information of their pharmaceutical representatives 。 In addition, with the landing of "4 + 7" volume purchase, pharmaceutical companies will be under pressure in the sales process, and then carry out cost control, and pharmaceutical representatives will also be affected So, does this mean that medical representatives will disappear? The industry believes that the position of medical representative may be replaced, and the role will be upgraded, because many new drugs and new technologies need to be promoted by hospital representatives.