The eve of the fifth batch of national procurement bids: In addition to "low-price selection", what other ways to survive for generic drugs?

According to the announcement issued by the Shanghai Sunshine Pharmaceutical Purchasing Network, the fifth batch of National Procurement will open bids on June 23, and a new wave of price reductions is coming

"Bring gold" to the end

Maybe not that big

Brands can still be differentiated

Generic drugs need to seize a rare foothold as soon as possible
.
Before the large-scale implementation of the consistency evaluation of generic drugs, the advantage of consistency evaluation can still be done .
Today, a large number of competitors have passed the consistency evaluation, and this advantage is no longer an advantage .
So, is there any other solution? Yes .
That is to upgrade from "product thinking" to "brand thinking" .
It is easy to understand by carefully observing the customer's purchase process .
  The doctor prescribed omeprazole to a patient with gastric ulcer, which was prescribed under the generic name of the drug.
This is a policy requirement and cannot be prescribed under the brand name .
However, patients still need to make their own choices when buying medicines .
If the patient knows or is accustomed to using Losec (the original brand of omeprazole), they will ask to buy Losec; if the patient is not familiar with it, they will ask which brands are available (or which manufacturers are also possible) ) Omeprazole, and finally choose a certain brand .
  If you are the product manager of omeprazole generic drugs, no matter how strong your ability and medical knowledge are, it is impossible to find out the selling points of the products, because they are "homogeneous" products, and they are all Omeira Azoles are products that have passed the consistency evaluation .
  However, if you look at the brand, you can find the difference .
In addition to original brands and imitation brands, there are also differences between imported brands and domestic brands, high-end brands and low-end brands, medical insurance brands and self-paid brands, leading brands, and best-selling brands .
  As a product manager, you must understand that you are not only selling products, but also brands .
Even if the product you are responsible for is an exclusive product in a short period of time, in the near future, its homogenized alternative product will definitely be on the market .
So, in the end, you still have to find the unique value of the brand, not the unique value of the product  

  

  
  


  
  

  


.