Why not be afraid of the future if you purchase price cuts in pharmacies with volume!

Recently, Nanshan District People's Hospital of Shenzhen City issued the first prescription of "4 + 7" drugs in Shenzhen This indicates that the national "4 + 7" urban drug centralized procurement work undertaken by Shenzhen has officially entered the implementation stage This also means that in the future, local citizens can use "4 + 7" selected drugs in public medical institutions in Shenzhen Among them, the price of 25 drugs was reduced by 52% Among these 25 kinds of drugs, most of them are used by patients with chronic diseases For a large number of patients with hepatitis B, it is even better: they can spend 8000 yuan less in a year In Xiamen, Shanghai, Beijing, Xi'an and other pilot cities, the "4 + 7" urban drug collection work has also been or is being implemented In 2018, the controversial "4 + 7" volume procurement finally landed at the beginning of 2019, and the A-share market of the pharmaceutical sector dived As a project for the benefit of the people and a project for political achievements, it is inevitable to popularize it in a large area nationwide and in more varieties after the success of the "4 + 7" pilot city volume procurement As the main driving force of drug price reduction in the future period, it is inevitable that the sword of Damocles, which controls medical insurance fees, will rise in other forms even if it does not appear in the form of volume purchase, with the same goals and tasks The deadliest thing for drugstores is the substantial price reduction of drugs in the medical insurance catalog The author observes the judgment and comments of many experts in the industry on this matter Most of the industry figures think that it is a comprehensive disaster for drugstores, which will further weaken the role of drugstores in the pharmaceutical market Coupled with the strict national standards for licensed pharmacists on the job, many people in the industry are failing in the future prospects of pharmacies The author believes that the current and future progress brought about by volume purchase, the trend of further price reduction of Medicare drugs in an all-round way, is irresistible, and the impact of price reduction on drugstores is bound to exist and will last for a long time, but there is no need to be too pessimistic about the future of drugstores Since its birth, the pharmacy industry has been living in the cracks, developing in self exploration, self correction and self redemption It has changed from the storage type of low-cost machete marketing mode to the community type of professional pharmacy From the extensive management of that year to the refined operation of today, it has introduced the management mode of chain supermarkets in the development process, drawing on the supermarket category management and display In the process of development, it introduces the business management mode of enterprises, and draws on the modern management mode of salary system design and human resource management of other industries Why does "4 + 7" purchase with volume fill the whole industry with despondency and pessimism? Isn't it the price reduction of Medicare listed drugs? Isn't it the drug price that the drugstore lost money? Will this lead to the collapse of pharmacy industry? I think absolutely not, the core reason is only the pharmacy practitioners, you have been missing the spirit in waiting! You have forgotten your birth! You just lie in the past glory, gradually lost the courage to move forward! The birth of any industry is the product of market demand At that time, the contradiction between the financial balance subsidy of the national medical units and the serious shortage of the hospital's self financing profit and loss business income finally led to the huge contradiction between the virtual high price of drugs in the hospital and the low income of the people Under the huge profit space, the drugstore industry with the flag of price reduction came into being and developed rapidly Under the background of that time, the pharmacy industry was an important supplement to the government's strategy of reducing drug costs Its core was to temporarily deliver the people's livelihood that should have been borne by the government to the market economy However, the most acute contradiction in today's society is that people can't afford to live in hospital or take medicine when they are ill, and even some places are poor because of illness or illness The goal of the national pilot "4 + 7" drug centralized procurement is very obvious, that is to achieve four goals: first, drug price reduction and quality improvement; second, transformation and upgrading of the drug industry; third, deepening reform of public hospitals; Fourth, reduce the burden and increase the efficiency of medical security So the first thing to do is to shift the function of drug price reduction from spontaneous adjustment of market economy to government led Knowing the national planning and the far-reaching influence in the future, the author thinks that as long as the drugstore industry people think about what the market environment has changed, what the consumer groups have changed, and what the medical environment has changed, and then use their own resources, they can find a way out from the market and determine their positioning in the medical market In the past 30 years, from state-owned drugstores to private drugstores, after many years of vicissitudes in the drugstore industry, the author puts forward some personal views for the current situation and future development direction of drugstores for reference: it is difficult to implement comprehensive drug price reduction, and there is still a certain time and space for drugstores ① At present, the places where "4 + 7" belt procurement is implemented are all the first tier cities with abundant finance Therefore, it will be a long time before belt procurement is launched in China ② This time, the volume purchase focuses on chronic disease and cancer varieties These varieties originally belong to negative gross profit in drugstores The reduction of retail price will inevitably lead to the reduction of purchase price cost, and can still be used as negative gross profit suction varieties ③ The volume purchase will inevitably lead the manufacturers who have not won the bid to change their marketing methods, from the hospital to the hospital, and also will inevitably divert some old customers who used to use drugs to the drugstore ④ The future trend of volume purchase must be that prescription drugs and chronic cancer drugs are preferred, so over-the-counter drugs are still the main profit source and development direction of drugstores in a certain period of time Pay attention to the changing trend of customers after consumption upgrading It can be seen from the analysis of the proportion of consumption in different age groups that the Post-70s and post-80s have risen to the mainstream consumer group This year's consumer group has the following characteristics: willing to pay for health, paying for security, stronger brand concept, convenience pursuit and one-stop service preference So for this year's consumers, low price is no longer the focus of attention, and paying attention to their own health is their characteristic Therefore, drugstores should increase investment in their own brand construction, and the sales varieties should be inclined to health products, instruments and traditional Chinese medicine Under the trend of great health, the concept of "from treatment to disease free" has changed: (1) modern consumers' health needs have changed from the original treatment of disease to the treatment of disease free (sub-health), self medication and healthy lifestyle Pharmacies need to study the needs of consumers in this transformation, seize the business opportunities and realize the transfer of core profits ② Change of drugstore consumers' concept: Drugstore consumers have a greater choice of drugs and services, and should pay attention to the sense of consumption experience, emotional respect and the right to know Drugstore consumers pay more attention to safety and brand in drug selection Health service presents diversified and individualized pursuit of self health and healthy life ③ Through the analysis of the above two points on the concept of consumer health, I think the pharmacy industry experts should know the service direction of their own pharmacy In a word, the mainstream consumers are not poor in money, it depends on who can attract customers to consume From the marketing of commodity awareness to the change of physical therapy and diagnosis and treatment of traditional Chinese medicine, broaden the service means After 20 years of development, China's pharmaceutical retail industry, with drugs as the core, constructs a shopping scene of efficacy, price and convenience, which brings the commodity consciousness of price, outlet and promotion, so it is at the lowest end of the industrial chain Physical therapy of traditional Chinese medicine physical therapy is a method to prevent and treat diseases by using artificial or natural physical factors to act on human body and produce favorable reactions It is also an important part of rehabilitation treatment Physical factors cause human response through the direct action of human body and indirect action on nerves and body fluids, so as to adjust blood circulation, accelerate metabolism, promote the repair of cell tissue, regulate the function of nervous system, improve immune function, eliminate pathogenic factors, improve pathological process and achieve the purpose of treatment The combination of traditional Chinese medicine physical therapy technology and drugstore's natural passenger flow is the best way to help each other It can not only attract and lock customers, but also attract a large number of consumers who are transferred to non professional beauty and health centers, so as to increase the source of profit in the business area "Clinic + Drugstore" has stopped outpatient infusion since 2018 From hospital to clinic, the most strict regulations have been formulated for outpatient infusion The author will not elaborate on the impact on the hospital, but it is a disaster for more than 200000 private clinics nationwide It is known that infusion is the main business income of clinics According to the notice on pushing forward the reform of "separation of license" in the whole country issued by the State Council, the first batch of 106 items related to enterprise administrative examination and approval will be reformed nationwide from November 10, 2018 It is worth noting that "for profit medical institutions are allowed to carry out medical related business activities such as drugs, devices, etc., and medical activity sites and other business activity sites should be separated" The obstacle of "clinic + Drugstore" mode for private medical institutions is that the process of drug GSP is totally different from that of hospitals, and it also involves the recruitment, management, site selection and other aspects of drugstores It is a challenge for private hospitals that are not familiar with this field However, for drugstores, it is only to add a clinic approval, which can not only solve the source of prescription, but also regulate the behavior of pharmacists The author found a "clinic + Drugstore" enterprise in the field investigation Improve humanistic care and seek differentiated services from hospitals Drugstore consumers belong to special groups, basically patients (patients) What are their common psychological needs? A Physical needs: refers to the physiological and pathological needs Such as the need for air, rest and sleep, diet and water, excretion, activity, safety, etc B Emotional needs: compassion and concern C Need to be respected: ask others to respect themselves and value themselves D The need to be accepted and socialized: illness causes mental fragility E Spiritual needs: being noticed F Need to provide information: understand disease knowledge, diagnosis, treatment methods and functions of disease The effect and prognosis of the operation Patients are a special group of people, whose personality is different from that of ordinary people, and they have fragile and manic contradictory psychology The hospital's medical treatment process from registration, waiting, diagnosis, payment to the final taking of medicine, the outpatient flow far exceeds the service ability, and the patients in the whole process often need to pay great patience and energy In this mechanical operation process, they are more helpless, fidgety and indifferent, so The psychological needs of patients can not be met, and even there will be manic outbreak (some time caused by poor doctor-patient relationship, which is related to it) The irreconcilable contradiction between hospital service ability and patients' psychological needs is the service direction of drugstores How to let patients get all the psychological needs in drugstores is the direction of future improvement How to let patients get more transfer value on the basis of paying the drug price is the core of building the service system.