Rough marketing has become the future of "4 + 7" era how to play a good compliance marketing war?

In recent years, the media reported "Sanofi China disbands the Plavix medical team" and "Beijing Jialin pharmaceutical agent disbands the sales team" Later, Sanofi issued a statement saying that the media reports were untrue, but admitted that it was evaluating the business model As we all know, in the first round of "4 + 7" belt procurement, Sanofi was "defeated" by xinlitai In the recent "4 + 7" expansion bidding, Sanofi won the bid with the price of about 2.54 yuan per piece, which is about 20% lower than the price in the first round of belt procurement In addition, in the "4 + 7" expansion bidding, Beijing Jialin pharmaceutical's atorvastatin calcium tablet "alo" failed to win the bid, which is undoubtedly a fatal blow to the only single variety of Jialin pharmaceutical Obviously, the latest move of the above two enterprises is a response to the "4 + 7" expansion However, can this strategy fundamentally solve the survival and development problems of enterprises? In the post "4 + 7" era, how to do the marketing work of pharmaceutical enterprises? Since mid October, many medical and financial media have reported the news that Sanofi China has disbanded the Plavix medical team On October 21, Sanofi issued a media statement, saying: "recent media reports about Sanofi's disbanding of its product team are not true With the changing market environment and the government's recent health care initiatives, Sanofi will carefully assess the business model to better meet the growing health care needs of the Chinese people, so as to continue to maintain a successful position in the market We are now in the process of careful assessment " For media reports and Sanofi's "refutation of rumors", Zheng Pei, a senior consultant of Henan Auto Marketing Enterprise Management Consulting Co., Ltd., said in the statement that he also mentioned that a cautious assessment is being conducted at present, which is basically "stone hammer" rumors of layoffs With the implementation of national centralized mining in every province, and the price "diving", or even breaking through the "floor price", it is a very normal choice for pharmaceutical companies to lay off workers However, pharmaceutical companies still need medical service teams and business teams As for the sales team, it depends on the difficulty of clinical promotion of the collected varieties For the generic drugs that have been used clinically for many years and have been fully understood by doctors, there is no need to retain the sales team Even if some enterprises keep the sales team, because there is no price space for products, they can't afford it Zhang Tingjie, director of investment promotion of Minsheng pharmaceutical industry, analyzed why Sanofi was "disbanded the Plavix medical team" He said that Sanofi is not the only foreign enterprise winning the bid in the "4 + 7" expansion, and "Plavix" is not the only one to reduce the price Why did Sanofi dismiss the team? This can be understood from a policy perspective First, the policy "right" disappears Since foreign enterprises entered the Chinese market, most of their products have enjoyed the "right" of bidding level, that is, no matter how many enterprises are producing this product, foreign enterprises can always maintain high prices, or even super high prices While "4 + 7" Guocai breaks this "right", foreign enterprises must adapt to the policy trend of Chinese market Second, "profit" understanding The products of foreign enterprises are listed early and have a long time of profit-making in China For example, "Plavix" was listed in China in 2001 It has been sold for nearly 20 years Before "4 + 7", the annual sales volume was about 5 billion yuan According to the calculation of 10 years, it has sold at least 50 billion yuan in China It has made full profits The remaining markets are all stock games After all, any product has a life cycle Moreover, realistic consideration: "two contrasts" The first comparison: Sanofi's treatment of "Plavix" and Pfizer's treatment of "Lipitor" is not the same "Plavix" chose to cut prices and enter the policy market, but "Lipitor" chose another way So, "Plavix" should "carefully evaluate the business model" in the case of low price selection Why didn't Lipitor get similar news when it didn't win? The second comparison: AstraZeneca's "giffitini" price cut is not the same as that of Novi's "Plavix" Why hasn't AstraZeneca heard about it? After the comparison, I think the trigger for Sanofi's "careful evaluation of business model" should not only be the low price of "Plavix", but also other factors Finally, in addition to "Plavix", Sanofi and irbesartan hydrochlorothiazide tablets also participated in the national procurement, which should be closer to the Chinese government and the pharmaceutical market in terms of policy In addition to Sanofi, Beijing Jialin Pharmaceutical Co., Ltd is also one of the protagonists focused by the media It has no comment on "agent disbands sales team" According to Zhang Tingjie's analysis of this phenomenon, in fact, the same situation is not only that of Carlin's "alle", Beijing's new rosuvastatin, as well as that of atorvastatin's non evaluated enterprises, amlodipine's non evaluated enterprises and the selected enterprises These products, no matter in the middle or non middle election, have no agents "4 + 7" Guocai does have a great impact on the traditional agency model, not only on the products selected, but also on the non selected and non evaluated enterprises, as well as on the subsequent declaration However, Zhang Tingjie also said that although in the context of "4 + 7", the team and profits of agents have been greatly affected, the media reports are still a little "headline party" and exaggerated Generally speaking, the provincial agents who can act as agents for "alo" are all the local pharmaceutical giants, and there won't be only one product on hand, at least not one "alo" in the field of cardio cerebrovascular Most of them are the self operation + investment promotion mode of key hospitals, and no agent covers the whole province Zheng Pei summed up the news reported by the media that the goal of the new medical reform directly refers to "price reduction and cost control", and squeezed the living space of prescription drug agents by means of replacing business tax with value-added tax, two vote system, national centralized procurement and DRGs In the new environment, agents are in urgent need of transformation and development 1、 Adjust the variety structure, make more innovative drugs, first-line generic drugs, Chinese patent medicines and other varieties that need clinical promotion; 2 Adjust the promotion mode, change from the traditional economic interest drive to the real academic promotion drive, earn benefits legally and in compliance; 3 Adjust the sales channel, the clinical promotion is not easy to do, and can be used as DTP, OTC, clinic, grass-roots medical institutions, etc Fourth, adjust the industrial links Agents with conditions can continue to serve the industry by means of M & A, equity participation in pharmaceutical factories, chain drugstores, hospitals, etc It is understood that the "4 + 7" expansion is only the pilot scope expanded to the whole country, and the varieties are still the first 25 varieties purchased with "4 + 7" volume With the success of the pilot, the next step is almost certain, and the pharmaceutical industry may usher in a comprehensive price reduction tide Zhang Tingjie analyzed and said that China's drug procurement is dominated by the government and pays the bill, and the United States is a third-party group procurement, which has been very mature, and is an effective way to reduce drug prices Therefore, the "4 + 7" type of "national mining" will be normalized in the future In fact, "Guocai" is also part of the supply side reform of the pharmaceutical industry On the one hand, it allows pharmaceutical enterprises to catch up with the international level and improve the quality of drugs through consistency evaluation; on the other hand, it allows pharmaceutical enterprises to avoid applying for over evaluated products, avoid resource waste, and expand the number of declared products He also stressed that drug price reduction does not start from "4 + 7" Since the implementation of the "two envelope" bidding procurement mode, drug prices have begun to decline The price of exclusive or two products is better, and the price of competitive products has come down a lot, which is the reason why many enterprises are selling approval documents and selling enterprises "4 + 7" has only increased the price reduction and accelerated it Rate of price reduction In this situation, it's not surprising that companies are downsizing Because when the sales volume and sales profit of products decline sharply, layoffs must be a response After all, if the enterprise wants to survive, it needs to develop both sources and savings However, he said that there are also several situations of layoffs: for the general self-employed products, the first-line self-employed personnel are laid off, but for the investment promotion, the layoffs are generally less likely, and they are basically job transfers In retrospect, downsizing is only a short-term behavior of treating the symptoms rather than the root causes In the long run, enterprises have to start with R & D and product upgrading Zheng Pei also expressed his own view on the layoff of enterprises: it must be a necessary choice for all enterprises If the product line of an enterprise is relatively long, some of it can be internally digested and some of it can be cut through job transfer and other ways; if the product line of an enterprise is relatively short, layoff can only be the first choice In addition to layoffs, what else can we do to cope with the price cutting trend? Zheng Pei said that pharmaceutical manufacturers should actively participate in the national centralized procurement for the simple reason that if they are selected, they will make less profits, but the public medical institutions market will be preserved, which is also a good thing for the benefit of the country and the people; if they do not participate, the hospital market will be gone, and the profit will not be talked about Zhang Tingjie also gave pharmaceutical companies some tips to deal with the price reduction trend: "1 Avoid falling into the fixed thinking and some brainwashing training in low-end products (low price, many companies, no technology)," no bad products, only the people who sell bad products "; 2 Seek cooperation with some fast approved R & D enterprises to reverse the state of low-end disordered circulation; 3 If the product line is surplus We can seek for some OEM matters to let the enterprise get through the difficulties; 4 Layout the product line, focus on a certain field to do the product line, not too scattered; 5 Seek the help of capital, capital brings not only its own help, but also the help of resources " As soon as the price of drugs is reduced, the enterprises will "scream hard", even some enterprises are at a loss, exclaim "the end of the world is coming", which is closely related to the extensive development mode and rough marketing means before For a long time, a large part of China's generic pharmaceutical enterprises are "focusing on marketing rather than R & D", with high sales costs and poor R & D expenditure, which is one of the reasons why the Ministry of Finance launched a "penetration" audit on pharmaceutical enterprises this year So, in the post "4 + 7" era, what aspects can pharmaceutical enterprises change their marketing work? First, pharmaceutical companies need to shift from "cost driven" sales to "policy driven" sales, Mr Zheng said In fact, the high sales expenses of pharmaceutical enterprises are due to the unreal high bid price Under the influence of national policies such as centralized purchase and national price comparison, we should strictly control the production cost and win the bid at a lower price Secondly, we should actively expand the sales channels, not "put the eggs in one basket", and actively develop the market outside the Institute Moreover, we can increase the sales methods through academic promotion and other ways For sale Zhang Tingjie said solemnly that since it is a change, it should be fundamentally different from the original model, otherwise, it is just a change of soup and no change of medicine 1 To focus on the essence of products, such as exploring the value of drugs from the mechanism of action, combination of drugs and evidence-based medicine, we need to pay attention to the construction of marketing department and medical department But this is just the hard injury of most domestic pharmaceutical enterprises The marketing department has no role and the medical department has not set it up 2 Sales expenses are a process of gradual disappearance in a short period or a certain period