A large number of medical representatives or ushered in change

days ago, the third batch of national drug collection in Shanghai, the final result in the pharmaceutical industry set off a shock: a number of varieties down to the floor price, two chronic disease drugs metformin tablets, Catopuri reported a price of less than 1.5 points, Qilu Pharmaceutical just approved the listing of Xidana non, with 2.08 yuan / tablet price exclusive bid ...In addition to the ultra-low decline, more striking is the withdrawal of the entire line of the original pharmaceutical companies, many enterprises "run with" mentality is obvious, the price quoted far exceeds the maximum price required by the collection rules - Ramif set the final flow mark, the original research pharmaceutical companies reported more than 80 times the maximum price of the collection,To some extent, some varieties have entered the "one point" era, which directly affects the final production, packaging, distribution and even marketing costs of enterprises, when drug prices become "one point", the value of pharmaceutical representatives has basically disappeared?In this regard, Chongqing Doputai Pharmaceutical Promotion Minister Zhao Jiazhen to Saibai Blue analysis: for this kind of participating national collection of varieties, pharmaceutical companies have no room to do the relevant high-density customer and cost support, and related pharmaceutical representatives to carry out a transformation, either to professional academic promotion, commercial insurance transformation, or to seek some other way out.He further explained that domestic enterprises after a collection of price killing and sharp price reduction, will certainly adjust their marketing team, perhaps many pharmaceutical representatives will be laid off, some pharmaceutical representatives will be transferred to the relevant market functions, which is the overall trend of the future.“ If an enterprise, there are some specialized products, oncology drugs or innovative drugs, the relevant positions may accommodate the transformation of the marketing team of the national collection varieties, but most enterprises do not have this ability, so this pharmaceutical representative of this position is still a very big blow. Zhao Jiazhen thinks.What is the strategy for the withdrawal of foreign-funded enterprises?Combined with the results of the third batch of collection, the original research enterprises only 3 selected, namely, the ingredients of methylcobalamin, UCB of the left ethyl laxitan injection with a thick solution, Pfizer's Lynatin tablets, the rest of the varieties of foreign enterprises, such as Lilly, Bayer, AstraZeneta, all withdraw from the bid.For the national collection that has become the norm, enterprises to exchange prices, but also to face a sharp decline in the size of the market brought about by sharp price reductions;The end result is obvious, the domestic head enterprises chose the former, foreign-funded enterprises chose the latter.Foreign pharmaceutical companies have taken this path more thoughtfully and boldly, and they have made some strategic plans. Zhao Jiazhen said that although the national collection set a certain amount of procurement, such as the overall procurement of 50%-70%, but there is always a residual part, which will be foreign enterprises with brand effect of the original research drug market occupied.He gives Seber Blue an example: Pfizer has already done a re-analysis of the strategy after the bid was collected, and found that in addition to the 50-70% of the market involved in the collection, there is a part of the market that can be saturation in the future. Therefore, Pfizer made a "one product, two regulations, three dosage form" strategy to help hospitals establish a reasonable drug use catalog, suggested that it retain a national collection of varieties, and then retain a original drug species. On the one hand, to ensure that medical institutions can complete the task of national collection, on the other hand, in the national collection of drugs supply is not available, or high-end patients have the demand for original research drugs, their own varieties can complement the needs of patients.In addition, foreign-funded enterprises for each product, help hospitals to carry out patient analysis, patient classification, which patients are suitable for the use of national collection of drugs, which patients are suitable for the use of raw drug products to meet the needs of different patients;The shrinking public hospital market, opening up a new battleground sharp price cuts, increasing health care fees, public hospitals and medical insurance payment drug market will be more and more compressed, which will also test the marketing ability of enterprises: for example, how companies to expand the Internet online channels, positioning self-funded patients, to seize the needs of patients.Although the national collection provides a certain amount of procurement, but does not mean that the market capacity is only these - a single product, the country may combine last year and the year before the sales, set a certain share, pharmaceutical companies can consider expanding the number of patients with the disease, so as to expand the entire drug capacity, which is now the strategy of foreign companies.Zhao Jiazhen admitted: the national collection to meet the needs of national level health insurance, but pharmaceutical companies also have to consider the core customers of drugs - doctors and patients, it is still enough to think about doctors and patients of the core needs. The needs of doctors are the quality, empowerment and benefits and support available to the drug, and patients have a higher demand for the safety and effectiveity of the drug.Correspondingly - the core customer of the pharmaceutical representative is the prescription doctor and the patient, for these two groups of people, the patient's needs, the doctor's diagnosis and treatment path analysis, re-shaping the product positioning to focus on promotion, expand the market capacity, this is the pharmaceutical representative and the fall-label pharmaceutical companies really want to do. In response to the winning drug company, Zhao Jiazhen also expressed his concern: once the price reduction of the winning bid, the pharmaceutical company will inevitably move its marketing team, may lose the relevant terminal resources. Foreign companies exit, take the strategy of expanding market capacity and opening up new battlefields, at least to ensure that doctors' resources and patients' resources are not lost. Pfizer's earnings report showed that sales of the Chinese market, which had been picked up, were also bucking the trend, a positive response to the strategy. In the future, the development potential of the self-funded drug market and the out-of-hospital market will be greater than the original traditional prescription drug market potential and space, if the marketing team of the winning enterprise is dissolved, the future channels and customer resources how to follow up, what kind of situation will arise, these are unknown, but also the enterprises need to carefully measure the problem. (Cypress Blue)