The survival crisis of small and medium pharmaceutical companies has intensified!

With the comprehensive implementation of the "two-invoice system", centralized procurement and DRGs and other medical reform policies, on the one hand, the prices of most centralized procurement products have been reduced through full competition to the point that there is no room and possibility for "sales with gold".

In fact, even large pharmaceutical companies have to reposition their own development directions and marketing strategies, formulate plans suitable for their own development, and shift their focus of work

Many small-scale pharmaceutical SMEs with a single capital chain will undoubtedly face greater difficulties

For companies that compete "head-to-head" with centralized sourcing products, with single products and no accumulation, I think it may be a wise choice to trade to large companies as soon as possible or bankrupt and reorganize

For some small and medium-sized pharmaceutical companies with unique advantages or accumulations, if they want to gain a foothold in the pharmaceutical market, they need to take advantage of speed, accuracy, flexibility, and low cost

In the context of industrial concentration and market standardization, how can small and medium-sized enterprises survive and even achieve "curving overtaking"? The author believes that selective creation of distinctive core products is essential to development

Small and medium-sized enterprises can also gather together

  According to the company's own strong sales areas, select the top-ranked varieties in sales scale, fight for the top five or even the top three positions in the consistency evaluation, and actively participate in centralized procurement

  The author believes that once centralized procurement is included, the competition situation will be better, and the national level will not allow a small number of pharmaceutical companies to monopolize a large number of varieties

Avoid falling into the trap of homogeneity

  Avoid hot areas chosen by large companies and choose small sub-field projects with less competition and relatively long product cycles

  In addition, drugs with special curative effects or differentiated curative effects can be selected, but the total market volume is not particularly large

  In the process of searching for core drugs, pharmaceutical companies can organize marketing teams or consulting teams to combine their own conditions, and find suitable products from a series of products through market research and analysis and set them as distinctive core products

Cooperate with government platforms,

Participate in or invest in emerging R&D projects

  Innovation is the source of continuous development of an enterprise

  Therefore, small and medium-sized enterprises can consider cooperating with the government's pharmaceutical innovation platform, or learn from the successful experience of Chinese pharmaceutical companies and multinational companies and set up joint ventures or wholly-owned pharmaceutical companies, and find suitable partners to innovate and complement each other

  For example, several first-tier cities have pilot-scale research modules on functional platforms for technological innovation in the biomedical industry, helping small and medium-sized pharmaceutical companies to "carry innovation to the end"

The sci-tech innovation board financing channels break through and go public

  The research and development cycle of new drugs is long, the risk is high, and the investment is huge.

  The Science and Technology Innovation Board, which started in 2019, allowed unprofitable companies to go public, providing a new financing channel for domestic innovative medical technology companies and attracting a large number of innovative biomedical companies to land

Seize the opportunity of MAH and actively transform the production system

  Small and medium-sized enterprises can seize the opportunity of the implementation of the drug marketing authorization holder system (MAH), take the initiative to contact and promote MAH cooperation projects that suit their own circumstances
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On the one hand, it digests surplus capacity and earns processing profits; on the other hand, combined with its own marketing characteristics, it even chooses to abandon the heavy-asset model and choose OEM factories to produce and sell flexibly to reduce total costs
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Change the marketing model and work closely with big business

  From a sales perspective, pharmaceutical companies must actively seek change
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The industry believes that the essence of all current policies and trends is to eliminate drugs with poor efficacy or safety from the market, making good varieties and academic promotion the core of future market competition, and forcing companies to return to the right path of innovation and academics
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Therefore, when pharmaceutical companies conduct market promotion in the future, they need a group of capable training and sales teams to promote products, and they can change their marketing models in a timely manner based on actual conditions
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  In the case of strong pharmaceutical companies and the circulation and use links, the two major players in the production link and the circulation link will require the intermediate links to reduce profits in the short term
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Small and medium-sized generic drug manufacturers may need to choose one or several large businesses to form a close cooperative relationship to ensure the coverage of sales channels
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With the help of the Internet, actively deploy online marketing

  Through “exposure” in professional Internet media, the products and brands of small and medium-sized pharmaceutical companies can be more familiar with pharmaceutical professionals, thereby enhancing brand competitiveness
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  For example, pharmaceutical companies can work with doctor platforms to recruit doctors for education and promote follow-up communication between doctors and patients, which not only facilitates long-term management of patients by doctors, but also continuously improves patient compliance through services and conducts compliance marketing
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  For ordinary patients, construct or support online patient communities, which can carry out patient education, medication management, disseminate treatment concepts, and popularize disease and drug knowledge
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Through the production of visual science popularization content, the target population and family members are provided with medical education, life>
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  It can also start the "online + offline" drug marketing model
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Closed-loop pharmaceutical e-commerce and off-hospital pharmacy retail can directly promote drug sales and increase the availability of drugs
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Especially when medicines cannot enter the hospital, pharmaceutical e-commerce and offline pharmacy channels can help pharmaceutical companies increase product sales and expand sales carriers
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