AZ, Sanofi, and Pfizer all adjust!

The end of the year is approaching, and winter is coming to spring.

Omni-channel business department follows the trend

Among the above-mentioned changes, the “Internet celebrity” pharmaceutical company AstraZeneca has received the most attention when it established an omni-channel business unit

Any changes in the leading pharmaceutical companies may become the industry wind vane.

The establishment of AstraZeneca's omni-channel business unit has its own internal reasons for organizational development

At the same time, the early community business belongs to "business", which is an innovative exploration based on the dealer distribution network business

It is speculated that the biggest incentive for the establishment of the omni-channel business unit is that in the second half of 2021, the heads of the county business (leaving in August) and the two major business leaders of the retail business have resigned, which is different from the earlier era when they belonged to the commercial and diversified channel business department.

With the departure of the two major business leaders successively, AstraZeneca has a CMO who understands business and has leadership as its leader.

Reconcile conflicts of interest of various departments

Of course, AstraZeneca's adjustment is also closely related to changes in the external environment and its own radical culture

Under these pressures, the business divisions of hospitals, such as the oncology division, respiratory atomization and digestion divisions, which are mainly medium and large hospitals in medium and large cities, are facing great challenges in terms of performance growth.

With the deepening of this cooperation model, conflicts of interest have emerged between the hospital business department and the county and retail business departments.

If the county and retail business are still small like the community or "Flying Eagle business", this kind of conflict is relatively easy to resolve.

It is worth noting that, unlike hospital divisions that focus on disease areas, the internal synergy is naturally strong.

KA merged into sales

In the organizational structure change at the end of the year, the trend of KA being incorporated into the sales organization is also worthy of attention

Sanofi's organizational structure change is not an exception.

In fact, even earlier, AstraZeneca China set up a KB role in the sales force

The practices of AstraZeneca, Sanofi and Pfizer represent a new trend in the organizational restructuring of multinational pharmaceutical companies in the future

To this end, many multinational pharmaceutical companies have reformed their organizational structure, integrated internal resources, opened up the previously independent central government affairs team, local government affairs, market access and KA teams, and established a joint large-scale access team
.
As mentioned above, Pfizer China first merged the KA team into the market access department, which is exactly the company's response to this trend
.

Quick admission to the hospital

With the normalization of the adjustment of the National Medical Insurance List and the increasingly clear rules, it is much easier for innovative drugs to enter the National Medical Insurance List than before, and it has become a routine operation of enterprises.
On the contrary, after entering the Medical Insurance List, how to speed up the approval of the hospital pharmacy committee to enter the hospital, become a More urgent needs of multinational pharmaceutical companies
.

At present, competition in China's drug research and development market is accelerating, and the life cycle of new drugs is greatly shortened.
If innovative drugs cannot be put into hospitals as soon as possible after they enter the market, other similar drugs will soon enter the medical insurance list, quickly reducing the drug market share
.
Distributing the few but skilled central KA personnel from the existing central team to the sales team, weakening the KA's key customer maintenance function and strengthening the hospital admission function, will help solve the current challenges of many enterprises
.
Facing the future, it may be a good choice to set KA in the sales team
.

In the era of transformation, the four major capabilities of new product introduction, market access, patient payment and digitalization are the areas that foreign pharmaceutical companies are most concerned about in organizational structure design
.
These changes at the end of 2021 still verify this judgment.
The special case of the omni-channel business unit belonging to individual enterprises cannot be regarded as an industry trend, and the new changes related to KA in the field of market access are more worthy of attention
.