Benefiting from multiple resonances such as favorable policies and capital increases, China's enthusiasm for pharmaceutical innovation has continued to rise in recent years, and more and more pharmaceutical companies have begun to join the
team of innovation and transformation.
Affected by this, the current product technology innovation and marketing innovation have gradually become the general trend
of the industry.
The innovation and upgrading of pharmaceutical companies has become the trend of the times (Source: Pharmaceutical Network)
Product technology innovation
Product technology innovation
It is understood that in terms of product technology, the investment in innovation and research and development of local pharmaceutical companies has been rising continuously in recent years
.
It is understood that the average annual growth rate of R& D investment of large-scale enterprises is about 8%, and the R& D expenses of listed companies will account for more than 6%
of sales revenue in 2020.
In addition, from the 2022 innovative drug enterprise report, more than 70% of the innovative pharmaceutical companies have increased their R&D investment, such as BeiGene, Hengrui, Junshi Biological, China Biopharmaceuticals, CSPC Pharmaceutical Research and Development, and Huang Pharmaceutical, which have invested more than 1 billion yuan
.
Among them, BeiGene's research and development expenditure in the first half of the year exceeded 5 billion yuan, reaching 5.
016 billion yuan, an increase of 20.
82%
compared with the same period last year.
At present, through continuous investment in research and development, the innovative achievements of pharmaceutical companies have gradually achieved multi-point flowering
.
It is reported that after a large number of R & D investment accumulation in the early stage, Xinlitai has a wealth of R & D pipelines, as of August 11, the company has 54 research projects, including 32 chemical drugs (including 26 innovative projects), 14 biological drugs (including 10 innovative projects), and 8 research projects in the field of medical devices
.
In addition, in the first half of 2022, the strong growth of Simcere Pharmaceutical's revenue is mainly due to the accelerated release of innovative drugs, and the company currently has a total of 6 innovative drug products
that have been listed.
The industry expects that while normalizing collection and promoting the price of non-patent products to return to a reasonable level, pharmaceutical companies will devote more energy to innovation and research
and development.
In the future, innovative drugs and innovative medical devices may become the main growth drivers
for the development of the pharmaceutical industry.
However, it should be noted that the transformation of pharmaceutical innovation is not easy, due to the serious homogenization competition in the domestic innovative biomedical industry, the costs of research and development, manpower, production and other costs are rising rapidly, and biomedical innovation will also face severe challenges
.
In order to accelerate the progress, the industry believes that pharmaceutical companies need to pay more attention to the recruitment and training of professional talents, and continue to increase investment in product technology innovation and form differentiation
.
Marketing innovation
Marketing innovation
In addition to accelerating innovation in product technology, pharmaceutical companies are also accelerating their layout
in marketing.
In fact, more and more multinational companies have long begun to change the traditional sales model and reduce marketing costs
.
For example, Roche announced earlier that it will change the traditional sales model in the Chinese market and will establish a "product line model", "regional model" and "ecosystem model"
in 2021.
In December 2020, it has set up two special zones in Guangdong Province and Sichuan-Chongqing region to explore "regional models"
.
At present, domestic pharmaceutical companies have also begun to enter a new stage of marketing transformation, which can also be clearly seen
from sales costs.
It is understood that from the data of listed pharmaceutical companies that have disclosed the semi-annual report of 2022, it can be seen that many pharmaceutical companies have changed their mode of heavy sales in the past, and sales expenses have been greatly reduced
.
For example, China Traditional Chinese Medicine, Yingke Medical, Ruikang Pharmaceutical, North China Pharmaceutical, Hengrui, these 5 pharmaceutical companies, although the sales costs in the first half of the year were more than 100 million yuan, but the year-on-year decline has exceeded 30%.
However, although a large number of pharmaceutical companies have begun to transform in marketing, there are still three major shortcomings that currently cause headaches for Chinese traditional pharmaceutical enterprises in marketing, mainly because the business model is too single, the publicity channels are too traditional, and the information flow is extremely unobstructed
.
In this regard, the industry suggests that enterprises can use digitalization, the Internet and big data to enhance the pharmaceutical marketing model
.
Digital marketing is the trend of the times, enterprises can optimize digital marketing services, improve the proportion of user retention, while continuing the continuity of digital marketing, from another angle for enterprises to achieve cost reduction and efficiency, a large number of pharmaceutical companies have begun to choose to increase digital costs to continue this efficient marketing method
.
Disclaimer: In no event shall the information or opinions expressed herein constitute investment advice
to any person.
