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420 ，，。
2021128《》，“”。，：（）？？？？
，，，。：，、。，，pharmnet.
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，，。
No matter what kind of response strategy an enterprise adopts, its foundation is to obtain accurate intelligence, especially information that is essential for making decisions.
Without correct information, even if the strategy is correct, it will still fail.
For example, a company's response strategy is to choose the lowest price to obtain the largest market share, and judge that its drug has the lowest cost based on existing information, and the quotation is slightly higher than the cost price.
However, the company did not know that a competitor had lower costs due to advanced technology, and adopted the same response strategy with the same price increase ratio.
In the end, the company's plan will inevitably fail.
Without correct information, even if the strategy is correct, it will still fail.
For example, a company's response strategy is to choose the lowest price to obtain the largest market share, and judge that its drug has the lowest cost based on existing information, and the quotation is slightly higher than the cost price.
However, the company did not know that a competitor had lower costs due to advanced technology, and adopted the same response strategy with the same price increase ratio.
In the end, the company's plan will inevitably fail.
Today is an era of information flooding.
How to obtain information and which information is valuable information is worth exploring.
In my humble opinion, in order to do a good job in centralized procurement, intelligence collection must be conducted in at least the following three aspects.
How to obtain information and which information is valuable information is worth exploring.
In my humble opinion, in order to do a good job in centralized procurement, intelligence collection must be conducted in at least the following three aspects.
Public information
Public intelligence is defined from intelligence sources.
The greatest benefit is legal compliance.
If used properly, extremely valuable information can be obtained.
The greatest benefit is legal compliance.
If used properly, extremely valuable information can be obtained.
Authoritative policy information
Do you understand the public information of the government?
Perhaps due to habit, Chinese people are always keen on "grass news", but insufficient research and attention to public information.
With the advancement of the government's openness of government affairs, the government's open information has become more and more important.
In other words, after reading the policy, the company can make many judgments on its own without being led by the various salons and seminars in the market.
With the advancement of the government's openness of government affairs, the government's open information has become more and more important.
In other words, after reading the policy, the company can make many judgments on its own without being led by the various salons and seminars in the market.
Enterprise public information
Open and use free "Corporate Information Station"
Almost every company has public information, such as corporate websites, WeChat official accounts, etc.
, especially listed companies, corporate prospectus, annual reports, financial reports, etc.
, which can be described as open and free "corporate intelligence stations.
" Through the selling price and gross profit margin of a product, the manufacturing cost can be roughly estimated.
, especially listed companies, corporate prospectus, annual reports, financial reports, etc.
, which can be described as open and free "corporate intelligence stations.
" Through the selling price and gross profit margin of a product, the manufacturing cost can be roughly estimated.
Media reports
Looking for the "chance" in media information
There are sometimes "chances" in media information.
For example, the marketing strategy and philosophy of corporate CEOs are extremely valuable for judging their competitive strategies.
If a competitor has a name such as "price butcher", you have to be careful.
In a price war with such an opponent, the odds of winning are not high.
For example, the marketing strategy and philosophy of corporate CEOs are extremely valuable for judging their competitive strategies.
If a competitor has a name such as "price butcher", you have to be careful.
In a price war with such an opponent, the odds of winning are not high.
Cost and capacity information
How to accurately measure the cost?
The core of the competition is the price, that is, the declared price.
However, the basis for determining the declared price is the cost price.
It is not an easy task to accurately measure the cost and price of a product, even within an enterprise.
Relatively speaking, the cost estimation of chemicals is relatively easy.
However, the basis for determining the declared price is the cost price.
It is not an easy task to accurately measure the cost and price of a product, even within an enterprise.
Relatively speaking, the cost estimation of chemicals is relatively easy.
"Secret Stealing" and "Anti-Secret Stealing"
Sun Tzu's Art of War: Knowing the enemy and confidant will never end in a hundred battles.
It is not only necessary to accurately measure the cost and production capacity of one's own products, but more importantly, to find out the "trump card" of competitors, which is the key to victory.
It is not only necessary to accurately measure the cost and production capacity of one's own products, but more importantly, to find out the "trump card" of competitors, which is the key to victory.
The battle of "secret stealing" and "anti-secret stealing" in shopping malls may have been staged silently.
Market forecast intelligence
All market conditions that have occurred in the past are historical information and are relatively easy to obtain.
There are free historical data, including the historical data in the centralized procurement announcement; there are also charged, and there are many service providers.
There are free historical data, including the historical data in the centralized procurement announcement; there are also charged, and there are many service providers.
Based on historical market data, combined with various reference variables, forecasting future market conditions depends on a variety of complex factors, some of which are predictable and some are unpredictable, which is not easy.
Drug users and their changing trends
Drugs for chronic diseases such as hypertension and diabetes still have huge market potential in the future.
Because the number of people who use drugs for chronic diseases is huge, the prevalence, awareness, and treatment rates of the disease will continue to rise.
Many factors determine that the number of people who use these drugs will maintain a growth trend for a long time in the future.
This has prompted companies to have a stronger willingness to consider long-term development of chronic disease drugs.
Therefore, there are also more generic brands of chronic disease drugs.
Because the number of people who use drugs for chronic diseases is huge, the prevalence, awareness, and treatment rates of the disease will continue to rise.
Many factors determine that the number of people who use these drugs will maintain a growth trend for a long time in the future.
This has prompted companies to have a stronger willingness to consider long-term development of chronic disease drugs.
Therefore, there are also more generic brands of chronic disease drugs.
On the contrary, some drugs for rare diseases show obvious shortage of new drugs and generic drugs due to market limitations.
Competitive trends among varieties
Due to the difficulty in research and development of innovative drugs, the speed of drug replacement is relatively slow, far less than consumer electronics (such as mobile phones, computers, etc.
).
However, some exceptions in certain therapeutic areas are not ruled out.
For example, DAA (direct-acting antiviral agents) for the treatment of hepatitis C, from Sovardi (Sofosbuvir) of the "Jiyi generation" to "VOSEVI" (VOSEVI), only five of them were used in the United States.
Years.
In the Chinese market, "Jiyiyi" Suohuadi was listed in November 2017, and "Jiji III" Cingtongsha was listed in May 2018.
Therefore, if you imitate the "Jiyi generation" DAA drugs, you may face the dilemma of "the peak is the peak".
).
However, some exceptions in certain therapeutic areas are not ruled out.
For example, DAA (direct-acting antiviral agents) for the treatment of hepatitis C, from Sovardi (Sofosbuvir) of the "Jiyi generation" to "VOSEVI" (VOSEVI), only five of them were used in the United States.
Years.
In the Chinese market, "Jiyiyi" Suohuadi was listed in November 2017, and "Jiji III" Cingtongsha was listed in May 2018.
Therefore, if you imitate the "Jiyi generation" DAA drugs, you may face the dilemma of "the peak is the peak".
In other words, due to market competition, some varieties are in an unfavorable situation of being replaced by new varieties or other similar varieties, and have entered a period of market recession.
For such a variety, the project development needs to be cautious, and it is difficult to change the fate of purchasing in quantity.
For such a variety, the project development needs to be cautious, and it is difficult to change the fate of purchasing in quantity.
Price-volume correlation
Price-volume correlation, that is, the correlation between drug prices and sales volume.
In theory, there are strong, weak and even negative correlations between the two.
The question involved is: When the price of medicines drops, how much increase in sales volume can it bring? What's the increase? In fact, it is to evaluate whether the "price for quantity" can increase the sales amount.
In theory, there are strong, weak and even negative correlations between the two.
The question involved is: When the price of medicines drops, how much increase in sales volume can it bring? What's the increase? In fact, it is to evaluate whether the "price for quantity" can increase the sales amount.
Taking adalimumab as an example, online information shows that there was once a high price of 7,900 yuan.
In 2019, through medical insurance negotiations, the national uniform payment standard was determined to be 1,290 yuan, which has been officially implemented on January 1, 2020.
This price means that a large number of patients who used to have insufficient ability to pay have the ability to pay after the price is reduced, and the sales of medicines may increase explosively.
This situation is obviously a "strong association".
In 2019, through medical insurance negotiations, the national uniform payment standard was determined to be 1,290 yuan, which has been officially implemented on January 1, 2020.
This price means that a large number of patients who used to have insufficient ability to pay have the ability to pay after the price is reduced, and the sales of medicines may increase explosively.
This situation is obviously a "strong association".
In contrast, there were previously selected drugs whose prices were as low as 2 cents or even a few cents per tablet, and many voices questioned their quality and reliability.
If you trade on the free market at this price, it is likely to be a "negative correlation.
"
If you trade on the free market at this price, it is likely to be a "negative correlation.
"
Market maturity
Although there is a guarantee of "quantity" for volume purchases, the "quantity" will change year by year, and one of the important factors is market maturity.
Market maturity refers to the degree of awareness and recognition of the product by the market (doctors and patients).
Market maturity refers to the degree of awareness and recognition of the product by the market (doctors and patients).
It should be noted that the historical sales volume of medicines does not mean that the market is highly mature.
There are quite a few varieties that have relied on gold sales to obtain high sales, but the driving force of this sales comes from "rebates" rather than "therapeutic value.
" Once the rebate disappears, the driving force will also be lost.
There are quite a few varieties that have relied on gold sales to obtain high sales, but the driving force of this sales comes from "rebates" rather than "therapeutic value.
" Once the rebate disappears, the driving force will also be lost.
Conclusion
Centralized drug procurement is manifested as a price war, but without the support of various aspects of intelligence information, it is difficult for corporate decision makers to make correct or accurate choices.
Even if its coping strategy seems to be seamless, it will still fall short because of the inaccuracy of the information.
Even if its coping strategy seems to be seamless, it will still fall short because of the inaccuracy of the information.
Medical Network, April 20, the fifth batch of national procurement has entered the reporting stage, for pharmaceutical companies, it has reached a critical period of preparation for war.
The blockbuster document "Opinions of the General Office of the State Council on Promoting the Normalized and Institutionalized Development of Centralized and Volumetric Procurement of Drugs" issued on January 28, 2021, put an end to all debates about whether to reduce prices.
To prepare for a new round of national centralized procurement, medical professionals must face a series of practical questions: Which varieties (large categories) should be dropped? When will it drop? To what extent? How can one's own breed be selected?
To prepare for a new round of national centralized procurement, medical professionals must face a series of practical questions: Which varieties (large categories) should be dropped? When will it drop? To what extent? How can one's own breed be selected?
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Today is an era of information flooding.
How to obtain information and which information is valuable information is worth exploring.
In my humble opinion, in order to do a good job in centralized procurement, intelligence collection must be conducted in at least the following three aspects.
How to obtain information and which information is valuable information is worth exploring.
In my humble opinion, in order to do a good job in centralized procurement, intelligence collection must be conducted in at least the following three aspects.
Public information
Public information Public intelligence is defined from intelligence sources.
The greatest benefit is legal compliance.
If used properly, extremely valuable information can be obtained.
The greatest benefit is legal compliance.
If used properly, extremely valuable information can be obtained.
Authoritative policy information
Authoritative policy information Do you understand the public information of the government?
Do you understand the public information of the government? Perhaps due to habit, Chinese people are always keen on "grass news", but insufficient research and attention to public information.
With the advancement of the government's openness of government affairs, the government's open information has become more and more important.
In other words, after reading the policy, the company can make many judgments on its own without being led by the various salons and seminars in the market.
With the advancement of the government's openness of government affairs, the government's open information has become more and more important.
In other words, after reading the policy, the company can make many judgments on its own without being led by the various salons and seminars in the market.
Enterprise public information
Enterprise public information Open and use free "Corporate Information Station"
Open and use free "Corporate Information Station" Almost every company has public information, such as corporate websites, WeChat official accounts, etc.
, especially listed companies, corporate prospectus, annual reports, financial reports, etc.
, which can be described as open and free "corporate intelligence stations.
" Through the selling price and gross profit margin of a product, the manufacturing cost can be roughly estimated.
, especially listed companies, corporate prospectus, annual reports, financial reports, etc.
, which can be described as open and free "corporate intelligence stations.
" Through the selling price and gross profit margin of a product, the manufacturing cost can be roughly estimated.
Media reports
Media reports Looking for the "chance" in media information
Looking for the "chance" in media information There are sometimes "chances" in media information.
For example, the marketing strategy and philosophy of corporate CEOs are extremely valuable for judging their competitive strategies.
If a competitor has a name such as "price butcher", you have to be careful.
In a price war with such an opponent, the odds of winning are not high.
For example, the marketing strategy and philosophy of corporate CEOs are extremely valuable for judging their competitive strategies.
If a competitor has a name such as "price butcher", you have to be careful.
In a price war with such an opponent, the odds of winning are not high.
Cost and capacity information
Cost and capacity information How to accurately measure the cost?
How to accurately measure the cost? The core of the competition is the price, that is, the declared price.
However, the basis for determining the declared price is the cost price.
It is not an easy task to accurately measure the cost and price of a product, even within an enterprise.
Relatively speaking, the cost estimation of chemicals is relatively easy.
However, the basis for determining the declared price is the cost price.
It is not an easy task to accurately measure the cost and price of a product, even within an enterprise.
Relatively speaking, the cost estimation of chemicals is relatively easy.
"Secret Stealing" and "Anti-Secret Stealing"
"Secret Stealing" and "Anti-Secret Stealing" Sun Tzu's Art of War: Knowing the enemy and confidant will never end in a hundred battles.
It is not only necessary to accurately measure the cost and production capacity of one's own products, but more importantly, to find out the "trump card" of competitors, which is the key to victory.
It is not only necessary to accurately measure the cost and production capacity of one's own products, but more importantly, to find out the "trump card" of competitors, which is the key to victory.
The battle of "secret stealing" and "anti-secret stealing" in shopping malls may have been staged silently.
Market forecast intelligence
Market forecast intelligence All market conditions that have occurred in the past are historical information and are relatively easy to obtain.
There are free historical data, including the historical data in the centralized procurement announcement; there are also charged, and there are many service providers.
There are free historical data, including the historical data in the centralized procurement announcement; there are also charged, and there are many service providers.
Based on historical market data, combined with various reference variables, forecasting future market conditions depends on a variety of complex factors, some of which are predictable and some are unpredictable, which is not easy.
Drug users and their changing trends
Drug users and their changing trends Drugs for chronic diseases such as hypertension and diabetes still have huge market potential in the future.
Because the number of people who use drugs for chronic diseases is huge, the prevalence, awareness, and treatment rates of the disease will continue to rise.
Many factors determine that the number of people who use these drugs will maintain a growth trend for a long time in the future.
This has prompted companies to have a stronger willingness to consider long-term development of chronic disease drugs.
Therefore, there are also more generic brands of chronic disease drugs.
Because the number of people who use drugs for chronic diseases is huge, the prevalence, awareness, and treatment rates of the disease will continue to rise.
Many factors determine that the number of people who use these drugs will maintain a growth trend for a long time in the future.
This has prompted companies to have a stronger willingness to consider long-term development of chronic disease drugs.
Therefore, there are also more generic brands of chronic disease drugs.
On the contrary, some drugs for rare diseases show obvious shortage of new drugs and generic drugs due to market limitations.
Competitive trends among varieties
Competitive trends among varieties Due to the difficulty in research and development of innovative drugs, the speed of drug replacement is relatively slow, far less than consumer electronics (such as mobile phones, computers, etc.
).
However, some exceptions in certain therapeutic areas are not ruled out.
For example, DAA (direct-acting antiviral agents) for the treatment of hepatitis C, from Sovardi (Sofosbuvir) of the "Jiyi generation" to "VOSEVI" (VOSEVI), only five of them were used in the United States.
Years.
In the Chinese market, "Jiyiyi" Suohuadi was listed in November 2017, and "Jiji III" Cingtongsha was listed in May 2018.
Therefore, if you imitate the "Jiyi generation" DAA drugs, you may face the dilemma of "the peak is the peak".
).
However, some exceptions in certain therapeutic areas are not ruled out.
For example, DAA (direct-acting antiviral agents) for the treatment of hepatitis C, from Sovardi (Sofosbuvir) of the "Jiyi generation" to "VOSEVI" (VOSEVI), only five of them were used in the United States.
Years.
In the Chinese market, "Jiyiyi" Suohuadi was listed in November 2017, and "Jiji III" Cingtongsha was listed in May 2018.
Therefore, if you imitate the "Jiyi generation" DAA drugs, you may face the dilemma of "the peak is the peak".
In other words, due to market competition, some varieties are in an unfavorable situation of being replaced by new varieties or other similar varieties, and have entered a period of market recession.
For such a variety, the project development needs to be cautious, and it is difficult to change the fate of purchasing in quantity.
For such a variety, the project development needs to be cautious, and it is difficult to change the fate of purchasing in quantity.
Price-volume correlation
Price-volume correlation Price-volume correlation, that is, the correlation between drug prices and sales volume.
In theory, there are strong, weak and even negative correlations between the two.
The question involved is: When the price of medicines drops, how much increase in sales volume can it bring? What's the increase? In fact, it is to evaluate whether the "price for quantity" can increase the sales amount.
In theory, there are strong, weak and even negative correlations between the two.
The question involved is: When the price of medicines drops, how much increase in sales volume can it bring? What's the increase? In fact, it is to evaluate whether the "price for quantity" can increase the sales amount.
Taking adalimumab as an example, online information shows that there was once a high price of 7,900 yuan.
In 2019, through medical insurance negotiations, the national uniform payment standard was determined to be 1,290 yuan, which has been officially implemented on January 1, 2020.
This price means that a large number of patients who used to have insufficient ability to pay have the ability to pay after the price is reduced, and the sales of medicines may increase explosively.
This situation is obviously a "strong association".
Standard Standard StandardIn 2019, through medical insurance negotiations, the national uniform payment standard was determined to be 1,290 yuan, which has been officially implemented on January 1, 2020.
This price means that a large number of patients who used to have insufficient ability to pay have the ability to pay after the price is reduced, and the sales of medicines may increase explosively.
This situation is obviously a "strong association".
In contrast, there were previously selected drugs whose prices were as low as 2 cents or even a few cents per tablet, and many voices questioned their quality and reliability.
If you trade on the free market at this price, it is likely to be a "negative correlation.
"
If you trade on the free market at this price, it is likely to be a "negative correlation.
"
Market maturity
Market maturity Although there is a guarantee of "quantity" for volume purchases, the "quantity" will change year by year, and one of the important factors is market maturity.
Market maturity refers to the degree of awareness and recognition of the product by the market (doctors and patients).
Market maturity refers to the degree of awareness and recognition of the product by the market (doctors and patients).
It should be noted that the historical sales volume of medicines does not mean that the market is highly mature.
There are quite a few varieties that have relied on gold sales to obtain high sales, but the driving force of this sales comes from "rebates" rather than "therapeutic value.
" Once the rebate disappears, the driving force will also be lost.
There are quite a few varieties that have relied on gold sales to obtain high sales, but the driving force of this sales comes from "rebates" rather than "therapeutic value.
" Once the rebate disappears, the driving force will also be lost.
Conclusion
Conclusion Centralized drug procurement is manifested as a price war, but without the support of various aspects of intelligence information, it is difficult for corporate decision makers to make correct or accurate choices.
Even if its coping strategy seems to be seamless, it will still fall short because of the inaccuracy of the information.
Medicine, medicine, medicine Even if its coping strategy seems to be seamless, it will still fall short because of the inaccuracy of the information.
