Roche cancels some drug sales targets A number of foreign companies action.

Pharmaceutical Network June 29thinlythese medical representatives, no longer bear the indicators
according to WeChat public no1 drug Sla news, recently Roche issued an internal email notice, to BUO1 Merohua team as a pilot, fully launched the "patient-centered" business model, the Melohua team will change the overall change to "lymphoma sub-specialist innovation team.".According to insider feedback, from October 1st, Merofa will cancel the indicators, the specific form of assessment is in the pipeline.A professional medical promoter's analysis of Cyber blue suggests that the new assessment program may focus on promoting the academic part of the work, by assessing the number of new patients, holding academic conferences and so onAfter canceling the assessment of the indicators for product sales, under the new appraisal scheme, the medical representative's business will be more detailed, the assessment dimension may be more, in addition to product sales, there are more things to take into account.In the future, medical representatives will develop in a direction of refinement, scholarship, program and service, said Joggo, a special author of Seiber Blue.As to why the selection of the Melohua team to test water, in the head of multinational pharmaceutical companies and domestic pharmaceutical companies have been employed experience of Beijing Shengshi Kanglai Chinese medicine marketing planning company chairman Shen Yong told Seibrand, there may be two factors:one is the end of last year in China, the two major new indications of Melohua approved, need to strengthen academic promotion;.　　Merlot, which was listed in the U.S in 1997 and has a patent expires in 2018, currently has two biosimilars - hanlicom, the first litaxade biosimilar, was approved for domestic listing in February 2019, and on January 23, 2020, Pfizer's Melohua biosimilar drug Ruxience was officially launched .　　In the first quarter of 2020, Meruhua's revenue was CHF 1,389 million, down 15% year-on-year, and revenues in Japan, Europe and the United States all showed a downward trend .　　Fosun Pharma's 2019 financial results show that in mid-May 2019 Hanlikang began sales and quickly gained market approval, with annual sales of about 150 million yuan, which also affected Themehua's domestic sales to some extent .　　Shen Yong believes that, unlike some traditional Chinese medicine, has a long life cycle, most drugs from the market to the life course of de-listing are limited, different life cycle of different products, pharmaceutical companies need to set up different assessment indicators for the difficulties of product promotion .　　For example, an early indicator of a product may be the development of the number of hospital , the medium-term indicator may be the number of productsales, in the later stage, product process management began to become important, pharmaceutical companies will generally emphasize how to make patients take their own products more, take longer, etc In general, pharmaceutical companies at different stages to decide on the corresponding product use of what kind of promotion, is determined according to the difficulties and practical needs of their own .　　Cancel sales targets, a number of foreign enterprises action the first to announce the cancellation of sales indicators of multinational pharmaceutical companies is GSK After the bribery incident in China broke out in 2013, GSK officially announced an overhaul of the global sales force compensation system, which included: eliminated the individual sales target for pharmaceutical representatives, whose compensation would be tied to the quality, expertise and overall performance of the company's services to doctors, rather than the number of prescriptions provided to doctors; .　　GSK China executives have told the media that the company's pharmaceutical representatives are simply simply sending valuable medical information to doctors, and that their compensation will be tied to the quality, expertise and overall performance of the company's business .　　Beijing time on May 24, 2019, the Financial Times revealed that gSK will re-introduce performance-based bonuses and adjust its existing compensation system, in line with the policy .　　Fabio Landazabal, Senior Vice President and Head of China Business at GSK Emerging Markets, announced that a series of changes to GSK's bonus policy at GSK headquarters will not apply to the Chinese market and regions of emerging markets - that is, GSK will continue to adopt a model that eliminates individual sales targets for pharmaceutical representatives in Chinese mainland .　　Previously, Youssby also told the media, Uber no longer set up the position of medical representative, the original medical representative then transformed into a pharmaceutical information partner, such a transformation means that Uber than these employees assessment, no longer to sales performance as the core assessment objectives, but to assess how they cooperate with doctors, and finally to bring better treatment options to patients .　　Pharmaceutical representatives should not bear the indicators
on the pharmaceutical enterprises to cancel the pharmaceutical representative sales indicators, the industry views are different .　　Grace, a special author of Seiber Blue, told Seiber Blue today that, for now, at least the mainstream medical devices companies are based on the indicators for sales management - generally the annual split sales turnover sales indicators, there is no non-target situation Grace further notes that sales in any industry, except the pharmaceutical industry, need to be burdened with metrics .　　As for the removal of the delegate indicator, she said it would not be a trend in the short term, perhaps not in 5-10 years But it is a trend to split some people from the sales team to do things like "big customer management," "clinical consultants," "professional education" and so on It is important to note that these people are still in the sales force, and the segmentation is primarily for diversification to support sales completion metrics .　　Generally speaking, in addition to the simple business completion, some medical companies will also assess including key products, new products reached, for the first-line representatives may also assess how many sections / product lectures completed, for the manager with people will also examine the turnover rate, in general, is around the performance of some of the flexible policies related to .　　There are also some medical representatives support the elimination of the target, they believe that the pharmaceutical representatives are not just pure sales, require considerable expertise, but not only understand marketing .　　In terms of policy orientation at the national level, this is true In 2017, the General Office of the State Council issued "Several Opinions on Further Reform and Improvement of the Policy on the Circulation and Use of Pharmaceutical Products" that clearly states that "to strengthen the management of pharmaceutical representatives, establish a system for the registration and filing of pharmaceutical representatives, and make the information for filing publicin in a timely manner." Pharmaceutical representatives can only engage in academic promotion, technical advice and other activities, may not undertake the task of drug sales, its breach of trust recorded in the personal credit record", the latest medical representatives for the record management measures for comments also reiterated the above requirements .　　On the issue of pharmaceutical representatives carrying indicators, Shen Yong thinks that it is not possible to generalize, need to distinguish between different pharmaceutical companies, different products, products of different life cycle, and then the matter .　　Finally put aside the enterprise , product factors, with the introduction of generic drug consistency evaluation policy, two-vote policy compression circulation link moisture, the national organization drug concentrated volume procurement continued to carry out, the pharmaceutical representative filing system again solicited opinions, multi-sector joint lying to establish a credit system to combat pharmaceutical commercial bribery and other policies of comprehensive policy, pharmaceutical enterprises in product sales management, it seems necessary to come up with a new response .