Thinking: How to carry out market access for pharmaceutical companies under the new situation?

Is it difficult to be a pharmaceutical company? difficult! Is market access difficult for pharmaceutical companies? Some friends may nod when they hear this: it's too difficult!

Where is the difficulty?

The five batches and six rounds of centralized procurement in the country are vivid, and the average drop of nearly 50 points has become standard

There are many tricks of provincial-level procurement with quantity: four alliances, catalogs everywhere, regional price reductions, market reductions, and costs

National talks are normalized, and payment standards are not easy to talk about.

The basic medicine catalog has been busy for a long time, and the result is actually going around in circles.

In the context of an era where the long-term economic growth rate is declining due to the epidemic, the aging of the population is intensified, the level of medical security needs to be improved, and the price adjustment of medical services needs to create space, the gold content of market access is increasing, and at the same time, we want to be in the pharmaceutical industry at a high speed.

The "pot" of market access?

The author has been in the market access industry for so many years, and often inadvertently see the rollover scenes of some market access circles in the industry.

Market access is like a well-made spittoon with a glamorous appearance, but inside.

However, everything has two sides: on the one hand, access has an unbearable burden, on the other hand, there is an urgent need to improve access

How to carry out market access under the new situation?

(Three levels of "practice")

The first level of access is still at the point of "mixed eating and waiting to die": throughout the year, you are either participating in forums that are useless to you, or on the way to participating in forums

Therefore, the access at this level still remains at the level of getting to know key personnel as the capital and listening to the news

In fact, the most important thing for an excellent entry personnel is to abide by the basic principle-low-key and modest; when have you ever seen paratroopers and special forces deep into the enemy's hinterland yelling all day?

Therefore, please think about how pharmaceutical companies and commercial companies should carry out market access under the new situation? Is it driven by medicine and does a solid product to reflect the value of the product? Or continue to avoid the most important things and do not understand the situation and engage in some emotional marketing everywhere?

For the second level of access, there are ideas and ideas, but they often think less than they do

Access at this level actually already possesses a certain degree of management experience and leadership potential, but limited to the lack of knowledge structure and the degree of investment in things, access at this level often requires a lot of thinking and less work

Access at this level is actually the most potential.

Access to the third level, on the basis of the second level, has a better understanding of the market and will learn to grasp the "degree" of a job

One is to be able to see the momentum

I can't see the momentum, basically walking in the dark and hitting the wall with my head

The second is versatility
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In addition to holding one-third of one acre of land for some access, not to mention economics and journalism, even basic writing requirements or even analysis and judgment of documents cannot form their own thinking points
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Just as those who apply for projects also need to understand policy research, those who engage in crisis public relations also need to understand the party and government media, and those who engage in government-enterprise cooperation also need to understand policy propaganda, so that the work can be integrated
.

The third is height
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The stance of the entry of pharmaceutical companies must be based on the interests of the company first, why my prices have been lowered, why my products are not included in medical insurance, why are my products not included in basic drugs, and so on
.

Enterprise access needs to look beyond the department to look at the enterprise, look beyond the enterprise to look at the industry, and look beyond the industry to look at the policy
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For example, for the same dual-channel landing policy, why are Guangdong and Sichuan’s play >
.

Concluding remarks

For market access under the new situation, it is necessary to study national policies at all times, to control the policy guidance for the marketing department, and to combine its own product structure and sales model to provide better suggestions for the future development of the company during the critical period of medical reform
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In the era when product value is king, only by doing a good job of basic business skills, learning more, learning, and learning professional knowledge in place, can we use our professional weapons to the extreme and truly prove our value
.