How is Pfizer's high-selling of streaming products realized?

Pfizer's 2020 semi-annual report, released on July 30th, revealed a surge in sales of two drugs, Lipto and Live Hi, in China.
10 billion levels of Atovattin calcium market, the second batch of collection occupies only 1/5 of the market size.
2016, there are 290 million cardiovascular patients in China, including 13 million strokes, 11 million coronary heart disease, and heart failure4 500,000, pulmonary primary heart disease 5 million, rheummatoid heart disease 2.5 million, congenital heart disease 2 million, high blood pressure 270 million, diabetics 110 million, huge space.
2016, sample hospital Atovastatin sales reached 2.04 billion yuan, or 10.2 billion yuan if zoomed in at 1:5, plus pharmacy sales of 2.3 billion yuan, total sales reached 12.5 billion yuan.
(Source: Haitong Medical News) In 2019, the amount of attovastatin calcium in the second batch of national volume procurement was 2.52 billion tablets (equivalent to 10 mg), corresponding to the market size of about 300 million yuan.
Even if the market size is reversed by a 90% reduction, the market size of the second batch of national volume purchases of Atovatide is estimated to be one-fifth, i.e. only more than 2 billion market sizes."
We know that Pfizer's two products Lipto, Live Hi are basically in the country's second batch of volume procurement in the flow mark, in which Lipto's Atovastatin oral regular release agent type by Qilu Pharmaceuticals, Xing'an Pharmaceuticals, Lepu Pharmaceuticals and New Donggang Pharmaceuticals won.
lowest-priced product was Qilu Pharmaceuticals, which offered 10 mg/14 tablets at $1.68 per box, an average of 0.12.
entering the government procurement catalog of the world's largest pharmaceutical market, gaining only a third of the market share, leaving active pharmaceutical companies "very hurt" and leaving onlookers in high spirits.
A friend of a pharmaceutical company called me today and asked me, "Mr. Shi, the boss spoke, since Pfizer's Lipto and Live Hi did not enter the country's second batch of volume procurement can be so good, then we should sell better, so the second half of the task directly to increase by 1/4, in the end how to do to complete this 1/4?" 」。
The author Shi Lichen on the practice of a business owner do not comment, but Pfizer's Liputo and Live Magpie sales surge in the market, indeed stimulated the confidence of some unnotoppable enterprises, after all, there are 4/5 of the market can be expanded.
4 home-label enterprises to grab 1/5 of the market, the unseeded enterprises to grab 4/5 of the market, this may be a large policy defect of the country's centralized volume procurement.
the author believes that since it is a national-level with volume procurement, at least to come up with 3/5 of the market to actively participate in the volume of procurement of enterprises is more reasonable.
We all know that Pfizer's Lipto and Live Hi is the original research drugs, after years of market cultivation, Lipto and Live Hi in the hospital and patient population reputation, recognition is very high, the author believes that this is precisely the key factor of Lipto and Live Joy sale.
Pfizer's professional marketing practices are also worthy of research by domestic pharmaceutical companies.
Pfizer through the integration of in-hospital market resources, by virtue of high visibility and the reputation of the original research drug, to carry out the construction of a group of specialists, while driving out-of-hospital market sales, in the policy market and the policy outside the market two markets at the same time, not only pull the group of doctors, but also pull the group of patients, so a big increase in sales is inevitable.
domestic pharmaceutical companies should not because of Pfizer's Liputo and Live happy to buy, and produce the national volume procurement policy wait-and-see mood.
Health insurance catalog drugs for national procurement, is the country's basic medical policy, this can not be questioned, once the pharmaceutical companies have a wait-and-see mentality, delay their own enterprise development thinking, then the future will have no way to go.
Pharmaceutical enterprises or as soon as possible to comb their own development path, clear development direction, optimize product structure, optimize business unit structure, optimize management capacity, strengthen the three markets for the policy market, out-of-policy market and online market product groups, but also pay attention to medical beauty, health care products and the national development policy for the medical industry grass-roots market to carry out a new business unit layout.
relevant departments of the state should increase the awareness of consistent evaluation among the doctors, so that doctors can recognize the generic drug varieties of consistent evaluation, which is a key step to enhance the research and development of generic drugs in China.
We know that after years of development of the original research drugs, in the doctors group has an extraordinary degree of recognition, coupled with the frequent quality of china's drugs, the doctors group on the domestic generic drugs there is distrust, this emotion will be transmitted to the patient group.
So under the premise of ensuring the quality of the procurement varieties with the amount, the doctor group to increase publicity on the consistent evaluation policy of awareness, so that doctors recognize through the consistent evaluation of generic drug varieties, so as to actively prescribe, and actively to the patient group to convey the positive information of the procurement of varieties with the volume, so as to ensure that the participation in the national volume procurement of generic products sold.
Overall, the national belt procurement policy is not only in the upstream implementation of the volume procurement policy, but also to the downstream - doctors and patient groups actively pass positive information, at the same time, it is best to increase the supervision and guidance of doctors' prescriptions through the way of assessment, and must be related to the hospital's purchase, sale, sales, so as to ensure that participating in the national procurement of varieties to obtain a reasonable market share.
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