The environment of change in the pharmaceutical industry

With the increasingly strict supervision, the expansion of the pilot of the two-invoice system for consumables, the introduction of new policies for collecting and reducing prices, and the normalization of medical insurance control fees, the industry reform has intensified
.

Domestic enterprises accelerate the pace of innovation, overseas medical devices take root and blossom in China, industrial internationalization and trade globalization opportunities are prominent, and cross-border enterprises accelerate the layout of medical devices.
.
.
China's medical device industry is emerging and in the ascendant
.

In the medical device industry ushered in a critical period of transformation and upgrading, how to increase the value of the market department of domestic medical equipment enterprises? The marketing department of domestic medical equipment enterprises has always played the role of "market service", and the pharmaceutical industry has changed, and the market service department needs to move from "behind the scenes" to "front of the stage" to achieve "value-added"
business.

01 Pharmaceutical industry change environment Before talking about the value-added of the marketing department, let's first understand the entire change situation
of the current pharmaceutical industry.

Only by grasping the transformation situation of the pharmaceutical industry as a whole can we find the key points
for the marketing department to realize the value-added of services.

(1) The rapid landing of pharmaceutical policies, the acceleration of industry transformation for decades unchanged industries, with the deepening of medical reform, in order to solve the "difficult to see a doctor" and "expensive to see a doctor", the joint document of multiple ministries and commissions will continue to promote
"medical reform".

(2) The pharmaceutical industry will be more concentrated in terms of decision-making and sales volume for three years to cancel the local medical insurance directory, unified implementation of the national medical insurance reimbursement directory, and local governments will no longer have the right to
supplement medical insurance.

The state collects and collects free competition, and the state uniformly deploys
according to the supply and demand plan.

Big Mac sales in the industry are more concentrated
.

(III) The problems faced by enterprises, the decline in profits in the industry to improve efficiency will affect the operation of enterprises, and the traditional way has been unable to adapt to the new situation, and if no changes are made, it is bound to be out
.

The layoff of personnel and the reduction of expenses can only solve the immediate problems, and only by reshaping the value of the enterprise and improving the efficiency of the organization can we achieve long-term victory
.

As the business hub of the enterprise, the marketing department needs to face the change and quickly transform
.

02 The value of "market service department" will be redefined in the past market department to the needs of agents as the core, depending on the agent's rapid promotion of the business, as long as the service of the agent can complete the indicators, the main work content includes: (1) the production of promotional materials for agents and to cope with hospital challenges; (2) Internal training or training agents, including investment promotion; (3) Expert maintenance, key experts, symbolic management
.

In the face of the current changes, agents are helpless, pharmaceutical benefits are thin, refined investment, one or more agents have little impact on the business, and hospitals promote agents to choose multiple varieties, may not be able to fully invest in
a variety.

Therefore, it is difficult to meet the needs of agents and do a good job in academic services
.

With the advent of the era of small profits in medicine, domestic medical equipment enterprises or agency enterprises are facing great challenges, in addition to layoffs, it is particularly important
for enterprises to adjust their strategic adjustments oriented to business transformation, focusing on optimizing business models and improving personnel efficiency.

With the recent multiple encouragement of innovative medical equipment, the research and development and clinical personnel of mechanical enterprises need to be retained, and the business team has a lot of resources, so only the "market service department"
can be optimized.

(The article comes from the Internet)