Large numbers of medical representatives are becoming more and more difficult

Medical representatives are becoming more and more difficult.
.
.

01 Often abolished and notified from time to time

01 Often abolished and notified from time to time

Yesterday, news broke out in the industry that a medical representative of a domestic innovative pharmaceutical company was notified for violating hospital visitor management regulations
.

The reported medical representatives were mainly because they did not hold a nucleic acid negative certificate within 7 days and used a duplicate access card to enter the hospital and reach the outpatient clinics, wards and other areas.
They were subsequently intercepted by security personnel, according to the WeChat public account Yao Sila
.

In the notification, the hospital pointed out that due to the related companies’ violations of the visitor management regulations and the mistakes that brought risks to the hospital’s epidemic prevention work, the hospital notified the director of the pharmaceutical company to verify the situation, and raised serious criticism and education, and simultaneously reported to the Commission for Discipline Inspection Office, the Department of Pharmacy, and the Department of Pharmacy.
The Academic Affairs Office notified the relevant situation
.

Recently, the industry topics surrounding pharmaceutical representatives have basically concentrated on two categories-due to the impact of the adjustment of the product business of pharmaceutical companies, they have been dismissed, and they have hit the rock for various reasons in the promotion link.
.
.

In response to a Tweet by Cyberlan on August 22, "Medicine Representatives, Continue to Decrease", some readers said that medical representatives belong to the sunset profession and are no longer a time to make big money, and even their jobs are almost impossible to keep; some readers pointed out This year feels like the most difficult year for medical representatives to do, and it may be even more difficult in the future; some readers say that the situation is predictable, and what the medical representatives do next is the key
.

02 Multi-factor stacking makes it more and more difficult

02 Multi-factor stacking makes it more and more difficult

As the domestic medical reform has entered the deep water zone, millions of people at the bottom of the medical industry-medical representatives, are indeed becoming difficult
.

Looking at the medical end of the three medical (medical, medical insurance, and medicine):

On the one hand, generic drugs are required to be comprehensively upgraded by policies, and on the other hand, they have turned to an era of meager profit similar to general industrial products, but products and companies that have been evaluated for consistency are gradually out of the game
.

There have been three products that have been evaluated for consistency across the country, but the companies that have been evaluated for consistency have been suspended from purchasing and withdrawing from the medical insurance payment market.

The state organizes centralized drug procurement in 3 years and 5 batches of 218 varieties have been included, with an average drop of over 50%, and the highest price drop of 90% has become the norm
.

At least 300 varieties are still waiting in line to enter the collection

In addition to chemical medicines, the centralized procurement of Chinese patent medicines and biological preparations has also ushered in substantial progress
.

According to documents circulating in the industry, in September, the country will launch a national organization for the purchase of insulin, and the policy effect of downward drug prices and squeezed out of the promotion link gradually spread to Chinese patent medicines and biological preparations

From the medical side again:

Under the background of separation of medicine and graded diagnosis and treatment, large public hospitals are encouraged to transfer patients downward and prescriptions outward
.

Although graded hospitals are still the largest terminal in China's pharmaceutical market, it is also a fact that the growth rate has slowed down and the market is fragmented

In addition, although public hospitals across the country no longer have direct restrictions on the proportion of medicines, the new performance appraisal system and the demand for rational use of medicines also put forward clear index requirements for the proportion of medicines
.

The National Health Commission’s annual national rectification of medicines in the purchase and sale of medicines and medical fields, the unannounced inspections by the Disciplinary Inspection Commission, and the management measures for the registration of medical representatives promoted by the State Food and Drug Administration have all made the promotion of medical representatives in the hospital face higher pressure and greater pressure.
Challenge
.

The filing system positions the work of medical representatives as academic promotion, requiring medical representatives to no longer undertake sales tasks, and at the same time not to carry out in-hospital promotion activities without permission
.

It is worth noting that, according to the requirements of the filing system, although the academic qualifications of medical representatives have been relaxed, the requirements for professional background have been put forward.

On August 12, the Medical Administration and Hospital Administration of the National Health Commission issued a clean practice action plan for medical institutions and their staff.
In the next three years starting from this year, special actions to rectify "red envelopes" and kickbacks will be carried out
.

The plan is clear, and the management system for medical representatives visiting medical staff in hospitals will be improved, referring to the methods of “fixed appointments, appointments, procedures, and records” (“three determinations” and “three conditions”).
Personnel unrelated to the diagnosis and treatment activities were expelled in time
.

A medical representative told Cybernet that the current situation in the industry is that the hospital market is more restrictive, making it more and more difficult to do, and the risks are high, but the market outside the hospital has not matured and there are many problems, and most people don't know how to do it
.

Finally, see the medical insurance side:

After the establishment of the Super Medical Insurance Bureau, the long-term safety of the medical insurance fund is guaranteed, the medical insurance fund is saved, the efficiency of the medical insurance fund is improved, and the attitude of paying more attention to value purchase is obvious
.

At present, the medical insurance catalogue has been dynamically adjusted once a year-products with no clear clinical value are transferred out, drugs with low safety are strengthened with payment restrictions, and drugs with low cost performance need to be further reduced in price
.

The medical insurance fund is not Tang Seng meat.
The share of medical insurance payment for generic drugs and original research drugs that have passed the patent period is continuously reduced due to the large-scale procurement led by the Medical Insurance Bureau; innovative drugs in the national talks arena if they want to get medical insurance tickets, clinical Value and price decline are indispensable.
.
.

03 There will be more monks and less congee in the future

03 There will be more monks and less congee in the future

Frequent medical policies are superimposed on fierce market competition.
In order to cut costs, many companies where medical representatives work have been spit out operations
.

Going back to the medical representatives themselves, because of the unsustainable sales and customer-oriented marketing under a series of policies, academic transformation is urgent
.

However, some authoritative experts said to Cyberland that due to the limited number of innovative drug products and innovative drug companies in China, only genuine innovative drugs and products with real clinical value need medical representatives to carry out academic promotion for doctors.
Medical representatives will inevitably face More monks and less porridge
.

Regarding the current deployment of pharmaceutical representative teams by pharmaceutical companies, Zhao Jiazhen, director of the marketing department of Chongqing Duoputai Pharmaceutical Co.
, Ltd.
, told Cybernet that the current configuration of pharmaceutical representatives of enterprises will still depend on the attributes of the products
.

Generally speaking, some high-margin, high-unit-price oncology drugs, new specialty drugs, and medical representatives serve relatively few customers, because the output of a single customer is relatively high; if it is some generic drugs or common generic drugs, each Generally speaking, there are more clients that a medical representative needs to follow up

In most cases, pharmaceutical companies will match the medical representative team according to the overall size of the market that needs to be covered, the number of customers that need to be maintained, and the specific attributes of the product
.

In addition, it also depends on the cost paid by pharmaceutical companies for each medical representative.
The above-mentioned person told Cybernet that some medical representatives who can get high commissions need to maintain a small number of customers
.

It is worth noting that senior medical representative Joe also pointed out to Cyberland that the number of medical representatives allocated by multinational pharmaceutical companies and domestic pharmaceutical companies for the same position is different.
If foreign companies allocate one person's position, domestic pharmaceutical companies may put three Personally, there are actually different promotion strategies behind this-some domestic pharmaceutical companies adopt a crowded tactical promotion model to increase market coverage and use a lower base salary plus a higher bonus commission to drive pharmaceutical representatives to achieve promotion tasks
.

It can also be seen from the above analysis that pharmaceutical companies will definitely consider more human output when deploying medical representative positions in the future
.

At present, medical representatives with strong job substitutability and low human output may become the target of being abolished
.

Of course, as more and more domestic pharmaceutical companies begin to abandon the crowded tactics, a considerable number of medical representative positions may face clearance

Facing the turbulent industry situation, the above-mentioned people told Cybernet that it is necessary for medical representatives to continue to cultivate in the right field, expand their contacts and get to know their counterparts, and form their own methodology in their work
.

On the positive side, regardless of the final industry demand for medical representatives, whether or not more than half of the medical representatives need to be out
.

Have the corresponding professional knowledge, have the emotional intelligence and ability to communicate with others, learn to judge the overall situation and trends of the industry, have a higher cognitive dimension and innovative awareness, and flexibly find their own advantages to meet the differentiated needs of customers.

Faced with fewer positions and higher requirements, each medical representative also needs to make his own career and life choices
.