To squeeze the marketing mode of "sales with gold" from the source

From February 2016, the general office of the State Council issued the opinions of the general office of the State Council on the evaluation of the consistency of quality and efficacy of generic drugs, to this year, Shanghai first implemented the pilot program of bulk procurement, to yesterday afternoon, the fifth meeting of the Central Committee for comprehensive deepening reform reviewed and approved the pilot program of centralized procurement of drugs organized by the state, and then to today's 4 + 7 urban drug collection China procurement document was officially released, and the centralized procurement plan will be officially launched in an all-round way The reform will be radical and unstoppable! Due to the fact that there is a wide gap between the ex factory price and the terminal price of drugs, and the people's pursuit of medical services and health is constantly improving, the medical insurance fund is facing great pressure How to cut costs is the general trend Through the way of market-oriented game, explore the way of drug price formation, constantly squeeze the water of drug price to benefit the people, reduce this part of the expenditure of medical insurance, and improve the coverage of other security This is a major event for the overall macro decision-making and micro implementation of the country However, for drug companies, there are few people who are basically happy, which is bad in the short and medium term! On the one hand, it is possible to reconstruct the sales market pattern of generic drugs, for example, products that have not entered the regional market before or products that only have a small amount of sales in the region may also come first and last, so as to gain the opportunity of counterattack According to the data of PDB in Shanghai sample hospital, 63% of the first three batches of products purchased by volume had no sales in Shanghai in the previous year, and more than 90% of the products had less than 20% market share in Shanghai Therefore, most of the bid winning enterprises have a small proportion in the original market, or even no sales Therefore, even if the price drop is relatively large, the promised purchase volume can still be converted into profit increment, which also reduces the market development cost, which is beneficial to the enterprise as a whole On the other hand, the price of bid winning products is bound to drop dramatically when purchasing with volume The price drop means that the cost is strictly controlled, and in fact, the sales of belt gold is squeezed from the source For the winning products, as the volume of procurement will be fully borne by the official, so the enterprise does not need so many sales personnel, and strengthening research and development is the core competitiveness, which is the only way for the transformation of pharmaceutical enterprises in the future However, with the high cost of marketing, pharmaceutical companies that only use kickbacks to make the market will start to collapse Under the double pressure of price decline and market loss, many pharmaceutical representatives and agents can only be laid off or actively transformed Therefore, from a macro perspective, the market performance of pharmaceutical enterprises is significantly polarized, and the pharmaceutical agent industry will be divided Some products concentrated in the head will be redistributed, and some will inevitably lose their jobs if they enter the natural elimination In fact, it also makes the market return to rationality Pharmaceutical agents do not need so much, but enter the abnormal development mode driven by windfall profits and gray areas From questioning to deliberation and approval, the country seems to firmly link the overall implementation of volume procurement and volume price In combination with the access threshold of consistency evaluation, it is essentially a part of supply side structural reform So the winning products, with the purchase volume in hand, can live a comfortable life Is it a great advantage? No! According to the previous drug bidding, only the bidding price, no quantity, the winning enterprise also needs to carry out drug promotion in the hospital, that is, a category has multiple products competing together, so many enterprise agents and medical representatives will actively try their best to expand the market, make a bigger cake, and improve drug sales And the original intention of the medical insurance bureau also hopes that through the market-oriented way, the winning enterprises and the unsuccessful enterprises will have a second game First of all, the unsuccessful enterprises have more than 30% of the market share to compete, and have time to reduce their own costs They make every effort to re participate in the competition in the next year's volume procurement, and compete for tickets for a few head products In fact, through the competition of non bid winning enterprises, the monopoly of bid winning enterprises is restrained Thus, it can be seen that entering into conformity evaluation of products purchased with quantity is like entering the arena, or losing the market, or reducing the price for survival The market and profits are exhausted in the mutual struggle Mobilizing the masses to fight against the masses is a very effective strategy that has been proved by history! The overall sales volume of the winning drugs in this category has declined significantly, but in fact, the subsequent game may be surprising For example, after the implementation of volume purchase, there are many products not winning the bid that are not only impossible to compete for the remaining 30% share, but actually forced to withdraw from the hospital and the sales fall into a zero state Why is that? Because volume purchase consumes a huge cost of the enterprise, a lot of winning enterprises are not willing to invest human, material and other costs in these winning products to promote sales, but without the customer information and kickbacks of medical representatives, doctors as a whole are not willing to issue such products, and the real sales volume is declining! This is a helpless "group has no moral problem", so it is never necessary to overestimate the moral standard of any professional group For the whole doctor group, the rebate logic facts formed by various reasons and historical inertia are inevitable and cannot be solved by any education and professional custom! However, the volume purchase is promised by the state, which means that the National Health Insurance Bureau has paid a sum of money to ask drug companies for purchase, and then decompose the task to each hospital In essence, the hospital's money has been transferred out In other words, no matter the doctor can't prescribe the medicine, the hospital has to pay for it If it can't finish the task, it will be punished Later, the hospital will find that now doctors will not actively issue the bid winning products purchased with quantity, but other similar products with clinical work or customer service In this way, the sales task of the hospital can not be completed What should we do? So a large number of hospitals began to recruit Some even stopped all the products except winning the bid No matter foreign enterprises or state-owned enterprises, or you can't prescribe drugs If you want to prescribe only such products, you have to complete the task! Next year, you may find that the overall sales volume of all products in this category has declined I wonder if next year's medical insurance volume purchase will correspondingly reduce the number of boxes of drugs In this way, it is also bad for the enterprises that won the bid before! In fact, in the short term, it will release more sufficient operation space and market space for products beyond the volume purchase list There are 31 varieties involved in the 4 + 7 volume purchase scheme, while the products outside the catalogue still follow the traditional sales mode, and even further cannibalize and expand the market Therefore, if this policy is to be sustained and effective, more provinces and cities must be promoted more quickly, and more categories must be included in the catalogue to fully compete! According to the current determination of the state, probably next year, according to the progress of consistency evaluation, we will greatly speed up the quantity of procurement with volume, and further clarify the expectation for the market! However, we can take a look at the agreed purchase volume It should be based on the promotion difficulties of the winning products in Shanghai market, which has been reduced to a certain extent In fact, the total volume is not large, and it is impossible to account for 10-20% of the whole Chinese market as some analysts write This is bullshit So it is also the point that some people criticize in the industry, which makes some enterprises at a loss Combined with the above, we look at the layout of domestic and foreign pharmaceutical enterprises in the domestic market and the impact on the capital market Original research drug: some of the original research drugs are the products with high sales in the current pharmaceutical market, in order to protect the national industry and reduce medical expenses The essence of consistency evaluation is to formally put generic drugs and original research varieties into the same balance, either the original research has a substantial price reduction, or the priority to purchase generic drugs, "mars hit the earth" market competition is inevitable Domestic generic drugs have the advantage of low price, which forces the price of imported original research drugs to be reduced or withdrawn Among the 21 varieties involved in the third batch of volume purchase in Shanghai, 13 of them are mainly sold by foreign enterprises (accounting for more than 50%); however, the result of winning the bid shows that multinational pharmaceutical enterprises have basically lost the price competition in generic drugs, except for Sandoz (China) Pharmaceutical Co., Ltd.'s bisoprolol fumarate tablets (5mg * 10 tablets) and simvastatin tablets (20mg * 10 tablets) Besides the bid, the rest are all domestic generic drugs, and the products of Pfizer, GSK, Bayer, AstraZeneca, Merck, Sanofi, Abbott and other multinational pharmaceutical enterprises will face more severe tests Especially after the patent period, the product will not be able to use the once effective, high-cost promotion method! Huahai Pharmaceutical Co., Ltd.: according to the list of volume purchase, 7 varieties of Huahai Pharmaceutical Co., Ltd were shortlisted and ranked first Among them, 5 kinds of Huahai pharmaceutical, including paroxetine hydrochloride tablets, risperidone tablets, fosinopril sodium tablets, lisinopril tablets and losartan potassium tablets, are currently the exclusive drugs passing the consistency evaluation In addition to fosinopril sodium tablets, the other four varieties in the national average bidding price in 2018, the price difference between the original manufacturer and Huahai is large, and Huahai takes the advantage Exclusive through consistency evaluation, it has strong competitiveness in volume procurement, low price reduction pressure and full benefits In addition, Huahai pharmaceutical industry is in the leading position in the aspect of APIs with Chinese characteristics, and the integration of "APIs + preparations" helps to ensure stable supply In fact, the competitiveness of the seven varieties of Huahai pharmaceutical industry is very strong before the volume purchase In terms of the sales volume of the terminals of China's public medical institutions in 2017, among the seven varieties shortlisted by Zhejiang Huahai pharmaceutical industry, there are four varieties with more than 1 billion yuan; in terms of market share, only two original manufacturers account for more than 50%, and the market of the other five varieties has gradually realized the imitation instead of the original research As Huahai's investment in domestic marketing layout is the least among large-scale pharmaceutical enterprises, which on the contrary constitutes a very large cost advantage There are more than a dozen similar through train products that will be listed in the rear line through consistency evaluation At present, it seems that Huahai is the most profitable company in volume procurement! Enhua pharmaceutical: the situation of Enhua pharmaceutical is not optimistic The core products of Enhua, dexmedetomidine and risperidone, are also included in the scope of this volume purchase, but the two varieties of Enhua have not passed the consistency evaluation But the consistency evaluation is the criteria for the shortlist The enterprises that pass the consistency evaluation are Xi'an YANGSEN, Zhejiang Huahai pharmaceutical and Yangtze River Pharmaceutical The sales volume of these two varieties of Enhua pharmaceutical must be seriously affected However, Enhua pharmaceutical said that the company has some strategies to deal with volume procurement, including the current hospital selection and development strategy, "it is expected that the follow-up right metomidine will maintain rapid growth, and the advantages in ICU and other departments are also not available to other enterprises." However, as a whole, the annual growth rate of the treatment field of Neurology is still very large In the pharmaceutical industry, it belongs to the boom cycle sub industry of longbull, so it needs to be observed again Jingxin Pharmaceutical Co., Ltd.: the company's main products have passed the consistency evaluation and also entered the list of on-line purchases According to the market data, rosuvastatin calcium tablets are definitely big products Since 2012, the sales scale of rosuvastatin calcium tablets in China has grown explosively In 2016, the sales volume in sample hospitals in key cities in China reached 760 million yuan, with a growth rate of 10.6%, accounting for more than 25% of the total sales of lipid-lowering drugs In the third batch of bidding for volume procurement in Shanghai, Zhejiang Jingxin pharmaceutical, Zhejiang Haizheng pharmaceutical, Nanjing Zhengda