Dealers of multinational pharmaceutical enterprises revealed that the marketing rebate of imported drugs can reach 50%

"High kickback", "antibiotics" and "substitutability" are the only ways for foreign pharmaceutical companies to "seize the city and occupy the land" on the Chinese market in recent years Recently, Wei Hui (pseudonym), a dealer engaged in antibiotic sales in the Pearl River Delta, confessed to reporters the "market rules" of multinational pharmaceutical enterprises - pricing benchmark includes "marketing rebate", up to 50% Wei Hui told reporters that the benchmark for foreign drug pricing is based on the ex factory price / CIF price of products, with the sales prices of neighboring countries such as Thailand, Malaysia, the Philippines, Indonesia and South Korea as a horizontal reference, and then compared with the enterprise statements to determine the relevant operating costs However, due to the high transparency of port logistics transportation, the difference between the CIF price of the same drug is not large, which means that the operating cost becomes a key factor Operation cost includes tax, channel circulation cost, promotion mode, profit requirement and marketing cost In the marketing cost, it naturally contains 20% - 30% of the marketing rebate In addition, the expense of "exclusive promotion mode" in the promotion mode can also be used as the rebate for the related customers In this way, the highest rebate can even be as high as 50% -- high rebate price of substitutes "Irreplaceable" single drug rebate is very few, and "substitutable" should not only "match relationship" but also "match rebate" Generally speaking, most of the drugs for cancer treatment are "irreplaceable" single drugs These drugs are difficult to produce, high-tech, limited users, and the number of kickbacks is very small Most of antibiotics are "substitutes", which are either expired or nearly expired in patent protection, mature in manufacturing and highly replaceable This kind of medicine can be as high as 50% only with marketing rebate, and the total amount of money used to pay the rebate is even as high as 70% in addition to other expenses such as inviting doctors to go abroad for training -- chronic medicine is also highly profitable On the one hand, as long as the drugs for chronic cardiovascular and cerebrovascular diseases are included in the medical insurance sequence, they can enjoy state subsidies On the other hand, the number of such patients is large Although the number of rebate points is high, over the years, the return of drug companies is even higher than that of tumor drugs According to the data of 2012 Ames Market Research Company China Hospital Drug Statistics report, the sales of lipid regulating drugs in the Chinese prescription drug market has reached 4.1 billion yuan In the past five years, the sales of lipid-lowering drugs increased by 28%, and the retail price of lipid-lowering drugs increased by 5% in the same period Among them, atorvastatin, the first-class and heavyweight drug for lowering blood lipid, has 7 capsules in a box, with a total price of RMB and a rebate of about 10-yuan A patient needs to spend about yuan every month, and the rebate paid by each patient every month is more than yuan The annual sales in China is more than 1 billion yuan, which means that the rebate is also more than 250 million yuan -- the good days of "high rebate" and "low risk" for foreign investment will soon come to an end The "hidden rules" of foreign pharmaceutical companies in China will soon come to an end by means of "high kickback", "degree bribery" and "sexual bribery" If the domestic pharmaceutical enterprises seize the opportunity and speed up the R & D investment, they can form a strong alternative advantage.