Cracking down on commercial bribery, keeping high pressure, forcing drug companies to change

2013-12-25 source: Recently, GSK announced to adjust its global sales and marketing model and change the remuneration system of medical representatives, which attracted attention GSK China is suspected of commercial bribery After six months of continuous fermentation, its profound influence is far beyond the internal control and rectification of a single pharmaceutical company Under the influence of the environment, the investigation of anti commercial bribery in the pharmaceutical industry tends to be normalized Recently, the State Administration of Taxation, in announcing the special rectification of the invoice usage of pharmaceutical and medical devices production and operation units and medical institutions nationwide, required the tax authorities of all regions to transfer the investigation and punishment of illegal tax related behaviors of pharmaceutical and medical device production and operation units and medical institutions into daily tax supervision Some insiders believe that the high-pressure situation of cracking down on commercial bribery will inevitably have an impact on the purchase and sale of drugs, which will force clinical promotion towards compliance and specialization Strict control is the norm With the promotion of new medical reform, relevant regulatory departments have made great efforts in regulating drug circulation and strengthening bill management As early as 2009, the former State Food and Drug Administration issued the notice on regulating the bill management in drug purchase and sale activities, which made it clear that "when drug production and wholesale enterprises sell drugs, they must issue special VAT invoices or ordinary VAT invoices" The new version of GSP, while continuing the management of outbound bills, requires the same line of bills to achieve the consistency of "bills, accounts and goods" In August 2012, the State Administration of Taxation, together with the rectification Office of the State Council and other ministries and commissions, decided to carry out nationwide special rectification work on the use of invoices by pharmaceutical and medical device manufacturers and medical institutions Recently, the State Administration of Taxation announced the situation of the special rectification work: since the special action was carried out for more than one year, 12000 illegal enterprises have been investigated and dealt with, involving 437100 illegal invoices, involving 15 billion yuan and 3.7 billion yuan of tax "There is a trend of normalization in the regulation and strict supervision of pharmaceutical purchase and sale All localities should continue to follow up the rectification actions in the purchase and sale of medicines " "In the short term, the sales of the pharmaceutical industry are temporarily affected, but in the long term, it is conducive to regulating the behaviors of all parties involved in pharmaceutical sales and bidding and promoting fair and orderly competition," a senior manager of a pharmaceutical enterprise in Guangdong told reporters At the terminal, doctors' prescribing behavior may be further regulated; at the upstream, the "sales with money" will also converge " Marketing needs professional anti commercial bribery investigation, which makes the environment and rules of pharmaceutical market changing This year, the national health and Family Planning Commission held a special meeting to review and approve the implementation opinions on the special governance of rectifying unhealthy tendencies in the purchase and sale of medicine and medical services in 2013 The Ministry of Commerce, together with SASAC, has organized a number of industry associations to carry out credit rating evaluation of pharmaceutical enterprises, and will work with the health and Family Planning Commission and the State Administration for Industry and commerce to establish and improve the credit system of the pharmaceutical industry At present, relevant systems have been developed to collect and disclose the bad records of pharmaceutical enterprises, and more efforts have been made to punish the dishonesty of enterprises in the field of pharmaceutical purchase and sale A medical policy researcher who did not want to be named pointed out that the standardization of bill management and the strengthening of supervision are the basic work for the implementation of the "two bill system", which is conducive to gradually clarifying and straightening out all aspects of drug circulation "The ultimate goal is to implement the" two vote system "of joint management of hierarchy and bills." Liu Yu, executive deputy director of the Research Center for medical and health industry development of Renmin University of China, believes that the marketing mode, financial management and cooperation between industrial and commercial enterprises of pharmaceutical enterprises will change as a result "Standardized bill management brings great challenges to the financial management of pharmaceutical enterprises, and puts forward high requirements for the processing of sales expenses, tax and cash The legal risks and part of the cash pressure previously borne by agents will be transferred to production enterprises " According to the above-mentioned senior management of pharmaceutical companies, the anti-commercial bribery investigation has a great pressure on the marketing of pharmaceutical companies, and the treatment of the original research drug may be shaken In the long run, the clinical promotion mode of new drugs needs to be adjusted "Academic promotion based on compliance and specialization will be the key to win the market at home Local enterprises should increase academic input, increase the attention of product managers on quality, enhance the construction cooperation between headquarters and regional market departments, build a strong academic support platform, and strive to do a good job in product analysis, differential competition and brand marketing " (Wang Xia) >