Lack of data How does "global new" sales go from 1 to 100?

　　Medicine network on October 29th, "4 plus 7" in the country's full spread, has been only a matter of time After the tide receded, the naked swimmer struck out, leaving behind more need to be laid out ahead of time Operating research and development pipeline has become one of the central work of some domestic pharmaceutical companies With the emergence of a batch of innovative drugs, new questions are coming: If the market for innovative drugs grows less than expected, how should the story of innovation be told? drugs come on the market, just as babies are born The first phase III clinical trial usually solves the problem of "quasi-birth certificate" And feeding it from a baby to a mature warrior who beats the disease also needs to be further explored in post-market clinical studies From the point of view of pharmaceutical companies, in the early stage of the market for innovative drugs, through a large number of post-market clinical trials to obtain a batch of data, cultivate a batch of KOL, is the innovation drug to quickly seize the market's final shortcut from the perspective of innovative drug marketing of pharmaceutical enterprises, with research and data to seize the commanding heights of market segmentation, is to accelerate the occupation of the market source of power Figuring out the relationship between marketing work and post-marketing clinical research will provide a clearer underlying logic for collaboration between the innovation drug development team, the medical affairs team, the marketing team, and the marketing team 　　Post-market clinical research is often understood as a drug-intake and quantity of artifacts, and is even widely used Since it is a divine instrument, we should be treated with caution before you can start and end well In all marketing means, clinical research is at the top of the pyramid, with the "three highs and lows" characteristics, that is, the largest investment in resources, the longest required cycle, the highest difficulty of operation, the lowest frequency of occurrence in the marketing process, can use daily visits to solve the drug or quantity problem, do not participate in the meeting, can participate in various types of meetings to solve, do not make clinical observation, can use clinical observation to solve, do not invite experts as the chair of the conference speaker, can invite experts as the chair of the conference speaker, do not help him write, can help him write, do not help it do clinical research clinical research is a last resort in marketing methods: clinical program PI (principal researcher) changed for three months, the establishment ethics for another three months, the length of patients into the group is often in the calculation unit, data cleanup and closure center for another three months, article writing and publication at least six months This complete process goes down, a clinical study takes at least two years from start to finish, and can cause problems due to the complexity of the process Some the clinical trial sits, the salesstaff may have changed a few dials 　　With the continuous development of modern marketing concept, full marketing has become a mature practice and theoretical system In the concept of full marketing, clinicians are also an important force in drug marketing after the listing of drugs as one of the most important weapons of doctors to overcome disease, has exceeded the original commodity attributes, medical and sociological attributes have become an important basic attribute, which is often regarded as the people's livelihood projects and even rise to the national strategic security issues of important reasons doctors shoulder medical and social responsibility, drug marketing is one of its must-do The most outstanding contribution of doctors to drug marketing is reflected in the research on hyper-instruction altimed drugs initiated by researchers (doctors) In other words, pharmaceutical companies are just like the production base of dishes, and clinicians are chefs One is responsible for selling dishes and one is responsible for selling dishes It is self-evident that chefs need to sell their own dishes In the doctor's marketing activities, there are patient education, academic conference, case observation, clinical research and other methods In these methods, the characteristics of "three highs and one lows" in clinical studies are consistent 　　Foreign innovative drugs into the Chinese market, most of the data has accumulated, some of the key issues affecting the widespread application has been explored the answer, sales are naturally easy to quickly from 1 to 100 domestic innovative pharmaceutical enterprises, in the early stage of the innovation drug push on the market, only a small number of phase III clinical data as support, the use of the subgroups of the adaptation, the rational application of super-adaptation, clinical wide application encountered a number of key issues or obstacles to the accumulation of inexperience and data, sales are naturally difficult to like foreign drugs from 1 to 100, the need for post-market research is more urgent With the data available, the drug market strategy can be closer to market demand, more segmented and enforceable after the drug went on the market, pharmaceutical companies often lose the incentive to continue investing heavily At this point, the primary responsibility for the study falls on the clinician For example, the treatment of breast cancer, lectol, used by clinicians for pro-ovulation of infertility, and even published in the New England Journal of Medicine, confirmed the advantages of lectoin in pro-ovulation therapy With the increase of the potential of the pharmaceutical market, pharmaceutical companies have reduced research and development costs for objective reasons, and there are new opportunities for drug marketing In terms of specific collaboration, clinical research can be used throughout the entire life cycle of clinical research, from initiation, project, planning, execution, monitoring, closing to promotion, and our common listings, conferences, visits, articles, etc can run through out to the entire stage of clinical research Extracting a patient's case through a compliant process, for example, can be an important part of the case-sharing session 　　Compliance is an extremely important concern in the process of post-market research and marketing activities Pharmaceutical companies, clinicians, and medical institutions all need to establish systematic and effective monitoring rules in practice to avoid data manipulation or affect the fairness of clinical trials For example, personnel with sales indicators shall not be exposed to preventive data manipulation measures such as raw data, the safety of clinical research data, the implementation of systems such as compliance with market prices, mandatory ethical filing and experimental registration, and compliance and internalization of other GCP and legal and internalization of the organization's daily conduct rules at the same time after the listing of clinical research can not because of waste food, can not be caused by the suspicion of promoting sales and everywhere It is the norm for pharmaceutical companies to sponsor scientific research We don't doubt the scientific nature of the scientist's research just because Huawei, IBM, etc sponsored the scientist The same is true of pharmaceutical companies sponsoring medical scientists China's medical scientists are not too many, but too few, and the government is more inclined to fund basic research, so more need a large amount of non-government funding to train more medical scientists, more clinical research results Among them, funding from pharmaceutical companies may be the most realistic option 　　The story of China's innovative drugs after they are on the market is not a one-off for Chinese pharmaceutical companies The development of China's innovative pharmaceutical companies is in sync with the development of Chinese medical scientists, and together they can promote this innovative story to write brilliantly so the important task of China's innovative pharmaceutical companies in their market activities is to promote the growth and development of Chinese medical scientists Just as the author and managers in the exchange often said the words: "Only your hospital development, our pharmaceutical enterprises can develop." Otherwise, other development models in pharmaceutical companies are unsustainable "
we need to strongly encourage pharmaceutical companies to fund clinical research by Chinese medical scientists and give more policies to encourage this behavior, even to give corresponding incentives for tax relief, and to give positive guidance to public opinion, which is an important opportunity for pharmaceutical companies to accelerate supply-side reform and promote marketing transformation and upgrading." in the construction of an innovative country and a healthy China in the new era, we in the general direction of the right premise, innovation
marketing and post-marketing clinical research coordination of the old issue, is showing new vitality.