After 4 + 7, pharmaceutical companies are trying their best to find a way out

[pharmaceutical network industry trends] current pharmaceutical industry policies are frequent, which constantly cause industry shock: 4 + 7 volume procurement or national implementation, joint verification of financial issues by the Ministry of Finance and the medical insurance bureau, two vote system, auxiliary drugs All these have had a profound impact on pharmaceutical enterprises Especially after 4 + 7, no matter whether the pharmaceutical companies win the bid or not, they are looking for new ways to develop the market After all, for the winning enterprises, only part of the market has won the bid, and the free market outside the hospital can not be abandoned Let alone, other enterprises that have not won the bid, under the restriction of the channel of entering the hospital with volume procurement, it is imperative to find new distribution channels Because every enterprise has instinctive survival needs In order to find a way out, the layout of retail market, primary medical care, private hospitals, pharmaceutical enterprises can be described as "18 kinds of martial arts" Layout of out of hospital market: with the implementation of the new policy of "4 + 7" volume procurement and the acceleration of prescription outflow, the out of hospital market, especially the new pharmaceutical retail channel, is receiving more and more attention from pharmaceutical enterprises Pharmaceutical companies will inevitably increase the layout of channels outside the hospital, which will also bring more opportunities to retail pharmacies and DTP pharmacies How to undertake the increase of prescription outflow and build a professional out of hospital drug sales and service system is both an opportunity and a challenge for pharmaceutical retail As DTP / DTC pharmacies, they are an important way to undertake the outflow of prescriptions and open up the out of hospital market, that is, the direct marketing mode of drugs for patients Its purpose is to shorten the circulation path of drugs, so that patients can easily get drugs in the professional drugstore outside the hospital after obtaining the prescription, and generally with professional pharmaceutical services, patient management and other services It is more consistent with the retail drugstore in the format, and it is an integral twin of the pharmaceutical retail format Under the background of volume purchase, DTP pharmacy has become an important channel for the original drugs and generic drugs At present, there are many enterprises actively layout DTP pharmacy, including pharmaceutical industry enterprises, circulation enterprises, retail chain enterprises, etc For example, as of the first half of 2019, there are 150 DTP pharmacies in China Resources pharmaceutical, covering 76 cities During the reporting period, the company actively participated in the development of medical reform policies, the undertaking of prescription outflow, the channel development and introduction of new special drugs (DTP) varieties, improved the professionalism of new special pharmacies, and obtained the qualification of door slow special diagnosis, etc The company has completed 35 DTP specialty pharmacies, and established a complete DTP pharmacy management system and a DTP management team Nowadays, China is a country with high Internet coverage and penetration, and everyone's life style is undergoing great changes under the full encirclement of the Internet With the explosive growth of the Internet, from the renewal of ideas to the rapid reshuffle of the industry pattern, the concept of "Internet plus" has been continuously upgraded to various industries In the face of drastic changes in the marketing environment, every industry is looking for ways to break the situation More and more traditional industries began to actively increase their own interests with the help of Internet platforms, including the pharmaceutical industry Since this year, Internet giants and pharmaceutical industry giants have taken frequent actions in the field of pharmaceutical e-commerce Not long ago, Alibaba Health launched a strategic adjustment to integrate tmall's online medicine business The original drug o2o team and tmall's Medicine Museum team will work together to form a secret project team, and plan to launch an app focusing on medicine e-commerce as soon as possible to provide consumers with B2C o2o one-stop drug purchase services In July, 111 groups in the domestic Internet medicine and health industry carried out comprehensive and in-depth cooperation with Lilly, a multinational pharmaceutical giant, and became Lilly's "xi'aili strategic partner" in China And traditional pharmaceutical companies are not willing to be outdone Merck, a pharmaceutical giant, has focused on China's developed e-commerce system and moved its life science business to Alibaba B2B platform 1688 Afanggong pharmaceutical started to build its own platform for online drug purchase after it officially obtained the qualification certificate of Internet drug service in 2013 Go deep into the primary medical market In the first half of 2019, the state issued a number of policies aimed at supporting the construction of grass-roots medical care For example, in the guidance plan for the pilot construction of close county medical and health community, it explicitly mentioned that "by the end of 2020, the county medical treatment rate will reach 90%, and the grass-roots diagnosis rate within the county will reach about 65%, and the technology and projects that grass-roots medical and health institutions have the ability to carry out will continue to increase Add " In addition, with the further promotion of hierarchical diagnosis and treatment, county-level hospitals are connected with large hospitals and grass-roots markets, realizing the sharing of medical resources At the same time, the outline of drug "group purchase" mode is gradually clear Then, for the pharmaceutical companies that are trying to find a way out after 4 + 7, the importance of the 100 billion market is self-evident To lay out the basic medical market, we need to test whether the enterprises have the ability of fast distribution At the same time, enterprises also need to identify opportunities for cooperation with the hospital In fact, there are already many pharmaceutical giants in the industry starting to lay out the basic medical market For example, AstraZeneca launched the overall solution of medical service management for the grass-roots level, including the strategic cooperation of supply chain, the start-up service of grass-roots medical institutions, management improvement and academic improvement In addition, it also launched the overall solution of medical service technology, such as assisting the grass-roots medical institutions to establish the atomization chamber / atomization angle, while more overall technical solutions suitable for grass-roots and non-public medical services, such as early screening of gastric cancer, community chronic disease management, and traditional Chinese medicine innovation are also in progress Another example is Bayer Through the layout of e-commerce platform, the new retail will drive the market, and at the same time, it will join hands with drugstores to drive the retail terminal and further sink to the grassroots market There are also mosadong, Bayer, GlaxoSmithKline, etc., who are also vigorously recruiting medical representatives from the grassroots market and actively organizing grassroots teams Although the main trend of the industry is still to compete for the market share of the original research drugs with the strategy of low price, but to stand firm in other markets, enterprises should not only consider reducing product costs, but also consider non price competition methods such as value-added services for patients, customer relationship management, etc after all, customers are the weapon of enterprise market competition.