Is the medical representative on the "high-pressure line" transformed or destroyed?

Wen: Chen Xuan he's reputation as a pharmaceutical representative has not been very good.
years, as medical reform continues and deepens, discussions about the future path of medical representatives have repeatedly been hotly searched.
eve of the National Day holiday, on September 30, the State Drug Administration officially issued the Measures for the Administration of the Filing of Pharmaceutical Representatives (Trial) (hereinafter referred to as the Measures for Administration).
the Measures, the State clearly defines the concept of a pharmaceutical representative: a pharmaceutical representative is a professional who, on behalf of a licensed holder of a drug, is engaged in drug information transmission, communication and feedback within the territory of the People's Republic of China.
addition, the document clearly defines the main tasks of the medical representative, and provides for the behavior of the medical representative.
The Measures stipulate that pharmaceutical representatives shall not engage in the following acts: pharmaceutical enterprises may not encourage or imply that pharmaceutical representatives engage in illegal and illegal acts, including assigning drug sales tasks to pharmaceutical representatives, requiring pharmaceutical representatives to take control of them, etc.
The Measures clearly stipulate that the tasks of medical representatives mainly include: After the implementation of the record-keeping system for medical representatives, medical institutions may not allow unfiled personnel to carry out academic promotion and other related activities for medical personnel or pharmaceutical personnel of the medical institutions;
the first mention of the second consultation, the pharmaceutical representative filing system experienced about 4 years.
from December 1st, the four-year filing system for pharmaceutical representatives will be formally implemented.
to talk about the future path of the pharmaceutical representative group is climbing again. the impact of the
collection policy on pharmaceutical representatives is more intuitive Although the pharmaceutical representative filing system clearly defines the work tasks of pharmaceutical representatives, if the direct impact on pharmaceutical representatives is discussed, perhaps the impact of the centralized procurement of drugs organized by the state on the pharmaceutical representative industry is more intuitive.
wave of Internet blackmail has made it particularly clear what medical representatives have struggled with in recent years.
statistics, the country's total of more than 3 million drug generation, after adjustment, transformation and layoffs, the current surplus of about 2 million.
estimates by some in the industry that this number will be reduced to 700,000 to 800,000 in the next few years.
industry even say that within 10 years, pharmaceutical representatives will be eliminated from "digital marketing of medicine", a profession that will disappear.
, what's the end result? Will medical representatives "disappear"? What is the future development path of this special group, which grows under the gap between market and policy? Arterial network through a series of different types of pharmaceutical representatives, analysis of current policies and industrial development trends to try to sort out the development trajectory of pharmaceutical representatives in the next few years.
the current situation: "unsothical" medical representatives in the collection of the situation is even more worrying. "Pharmaceutical representatives are still needed and will not be eliminated" The collection policy is a 'catastrophe' for many pharmaceutical representatives.
I was lucky not to have been affected by the harvest, but many of my colleagues suffered and were very affected.
"A pharmaceutical representative of a state-owned enterprise in Jiangsu told Arterial.com that because the company won the bid in the second batch, the sales team of 20 people in the product line was reduced to four people, including her, and the remaining 16 colleagues were 16 colleagues were dismissed by the company as "compensation" (three-month base salary plus some additional compensation), or actively jumped to other companies to try to do something that was not included in the collection line for the time being.
Speaking about the reasons for being left behind by the company, the pharmaceutical representative said: "Part of the reason may be that I am relatively long-term, in this team has been in this team for more than 3 years, for the company's business and related product lines are very familiar with and understand;
company still needs me.
", in the view of the pharmaceutical representative, as the collection of mining, pharmaceutical companies for pharmaceutical representatives of the demand for a sharp decline.
" is not only our company, the national pharmaceutical companies are carrying out layoffs.
" she says she still understands the company's approach: "The company's winning drug prices are extremely low, reducing the company's profit margins;
" when asked if a series of national policies had an impact on his career plans, the medical representative gave a negative answer.
" when the collection, the heart must be very panicked, but also a lot of complaints.
everyone is afraid that their jobs won't hold up.
but after the collection, their hearts gradually have the bottom, people also calmed down.
I think that a large part of the purpose of the state's introduction of these policies is to crack down on 'gold sales', including the recent documents issued by the Drug Administration, which are to some extent 'cleansing' the pharmaceutical industry.
as long as I guarantee my professional ability, doctors, pharmaceutical companies still need us.
industry will not be eliminated, but will need to face transformation.
" According to the pharmaceutical representative revealed that his company cut a large part of the drug generation, the rest of the drug generation each bear a larger hospital area, the requirements for capacity to a higher level.
their pay has not been affected, slightly higher than before.
. "Private hospitals, county-level hospitals and online and offline pharmacies still have a lot of room for development" "Our company did not have the winning bid, but life is also difficult."
"Shenyang" by the company's decent advice to withdraw" pharmaceutical representatives told Arterial Network, because similar products by other companies, their company's product lines lost a lot of market space.
to further stop losses, the company cut most of the pharmaceutical representation in these product lines.
good in the company to respect the old staff is not easy, the subsidies to employees are relatively decent.
asked if he had any ideas for leaving the industry, the pharmaceutical representative said, "Not yet."
the wind blowing quite strong, but we have been in this industry for many years, which can say go? How easy is the transition? Next, I'll try to change the product line, or change the area to do.
" According to the medical representative revealed that some non-pilot areas and pilot areas of private hospitals, county-level hospitals, online and offline pharmacies, there are still some "opportunities."
's his next goal.
"I'm going to take a step by step.
really can't go on and say it again.
" through the interview with the medical representative, arterial network learned that, because the "4 plus 7" collection policy only covers the majority of the country's public medical institutions, in the pilot area of private hospitals, non-pilot areas, such as the impact is still limited.
that by the end of June 2020, the number of private hospitals had reached 23,000, far exceeding the number of public medical institutions (12,000).
although private hospitals cover far less patients than public hospitals, but in this large area, there is still no small market influence.
in some county hospitals, hospitals and doctors still hold a greater initiative.
is precisely because of these market space, some pharmaceutical companies began to sink the market, began to send pharmaceutical representatives to the county.
. "Collecting policy so that the pharmaceutical representative industry more formal" in the country's "collection storm", foreign enterprises have also been greatly affected.
last year, several messages about Sanofi's disbandment of Thervi's medical team attracted widespread attention because of the winning bid for its drug, Phylivi.
, a pharmaceutical representative who has worked at Sanofi for four years, told Arterial.com that after the winning bid for the product, the company's profit margins were tight and that it had cut most of its pharmaceutical representatives from its product line in order to further reduce operating costs.
"the team of more than 1,000 people eventually shrunk to less than 200, nearly 800 people were unemployed, compensated by 'n-3', or transferred to other product lines of the company, or actively moved."
" leaves only a few people in each province, each responsible for a larger area.
" about how the work of the remaining staff would be adjusted, the medical representative explained.
the medical representative was more optimistic about the collection.
, a series of state policies for pharmaceutical representatives are in fact "purifying" the industry.
"Every year CCTV discloses that the pharmaceutical representative 'with gold sales', 'human sales' news will always appear once or twice, so that we are the same industry practitioners in the heart is not really taste."
scandals have led to a large group of people wearing tinted glasses on the entire industry represented by medicine.
whether you are a professional medical representative or not, many people have prejudices in their hearts.
years, however, with the deepening of medical reform, many medical representatives who rely on 'gold' and 'human feelings' have been gradually eliminated, which I think is a good thing.
Of course, I do not mean that the cut medical representatives belong to this type, professional medical representatives even if cut can quickly find another product route to go, unsothical is very dangerous."
", the medical representative said, the country's a series of policies are making medicine representative of the profession back to its original face.
"As the industry matures and becomes more and more formal, we are paying more and more, getting the rewards of being positive, and there is a lot less unfair competition."
is a good thing for those of us who are dedicated to doing academic medicine.
know what will happen to their industry in ten years' time, the only thing you can do is be yourself.
" "Pharmaceutical representatives in 10 years will face being 'pharmaceutical digital marketing' eliminated" set of wind blowing quite strong.
more than 3 million medical representatives across the country have been cut to about 2 million in just two years, a trend that is still on the way.
a medical representative for Johnson and Johnson said he had the idea of a transformation.
told Arterial Network, "Although I'm mainly doing innovative drugs, I'm basically not affected by the '4 plus 7' collection policy, and I'm doing a good job at the moment."
but I think within 10 years, the pharmaceutical industry may be eliminated.
" the pharmaceutical representative said, with the country's "volume procurement", "4 plus 7" and other policies continue to be introduced, the traditional human-intensive sales model of pharmaceutical companies have been seriously challenged, pharmaceutical representatives of the survival space is getting smaller and smaller.
with the Internet technology, the wide application of artificial intelligence, the era of digital pharmaceutical companies, there are many pharmaceutical companies are now committed to creating a 'smart Internet virtual medicine representative', " he said.
"smart Internet virtual medicine representative", in fact, is the digital marketing of medicine.
pharmaceutical digital marketing, mainly refers to the use of digital means, or based on digital application scenarios, pharmaceutical companies under the prescription drug products online marketing.
Pharmaceutical digital marketing service industry is divided into three main categories: (1) basic CRM system enterprises to provide pharmaceutical enterprises with a basic marketing management platform, may be based on the specific needs of the pharmaceutical industry for light customization, or may be widely used in a wide range of industries CRM system.
this part of the product is able to data management and analysis of the user's usage trajectory.
(2) Public Cloud SaaS Platform Enterprise provides pharmaceutical enterprises with a public cloud-based digital marketing SaaS platform, integrating a large number of functions such as online visits, academic conferences, case solicitation, etc. required in the digital marketing process of pharmaceuticals.
all users use the same digital marketing system and store information on the same public cloud server.
(3) Private cloud SaaS platform enterprises provide pharmaceutical enterprises with a private cloud-based digital marketing SaaS platform, based on the public cloud SaaS platform, based on the specific needs of pharmaceutical enterprises to further customize, and use private cloud servers to store relevant information.
years, digital marketing means are indeed favored by many pharmaceutical companies.
the arterial orange industry data show that China's pharmaceutical digital marketing market size has been increasing year by year, in 2019 the pharmaceutical digital marketing market size has reached 1.57 billion yuan.
As a result of the outbreak of neo-crown pneumonia at the end of 2019, physical isolation cut off the offline links between medical representatives and doctors, traditional marketing methods were greatly affected, almost impossible to operate, and the digital marketing of medicines was further developed.
is optimistic about the future trend of digital marketing of medicine, the current domestic circuit into a lot of players.
the current pharmaceutical digital marketing services industry, the main start-up pharmaceutical digital marketing will not completely replace professional pharmaceutical representatives in general, China's pharmaceutical digital marketing services industry is still in a relatively early stage of development.
because most pharmaceutical companies in China have not yet completed the digital transformation, academic promotion online this road is still facing more obstacles, "pharmaceutical digital marketing" needs time to precipitate to develop and mature.
With the relatively stable development of the epidemic in the post-epidemic era, and the return to normal global order after the outbreak, how to effectively cooperate with professional pharmaceutical representatives to help doctors, patients, pharmaceutical companies and other parties to establish efficient communication and contacts, and gradually develop, polish more refined, accurate pharmaceutical digital marketing services, these enterprises need to do the next step.
as to whether "digital marketing of medicine" will eventually completely replace professional pharmaceutical representatives, now may not be the time to explore.
philosopher once said, "Existence is reasonable".
as long as our society still needs a profession, it will not disappear.
, we should now return to the understanding that medicine represents the profession itself.
is the function of a medical representative? Professional medical representatives will help doctors to complete the screening and processing of a large amount of drug information, effectively convey drug knowledge, advantages, characteristics, and meet the needs of doctors and patients, to develop doctors' prescription habits and patients' drug habits.
doctors can't do it on their own? It's not hard for doctors to get cutting-edge drug information.
in today's information society, as long as willing to pay time and energy, a lot of information can be easily included in the bag.
, the doctor is too busy.
especially in China.
china at present.