To pharmaceutical company
Let’s talk about the “Ten Difficulties” that pharmaceutical company
will face in the new year, in the way of gossip.
1. The most troublesome thing is that the bidding is done, but the hospital’s pharmacy is still difficult to pass
Bidding procurement is a vital part of the current entry of pharmaceutical consumables. In this regard, companies have shown sufficient attention in recent years. But the trouble is that if you want to go to the hospital for sales, you must go through the tender; but through the tender, you may still not be able to enter the hospital for sale. If the public relations is not in place, the hospital's pharmacy and even the director of a single department can directly exclude the product for various reasons. If the product is not in the doctor's prescription system, the pharmaceutical
can do nothing .
2. The huge impact of fees emergency control is difficult to offset
In 2017, news of fees emergency control emerged from some hospitals in Shandong, Sichuan, Guizhou and other provinces. The words “disabling some auxiliary drugs” and “limiting the use of medical consumables” were particularly eye-catching. Absorbable string
s can’t be used, imported stents are required to be applied, surgery reduction leads to the department merging and so on. The doctor constantly complains that “there is no medical consumables available” leads to a decline in the level of medical services; patients occasionally complain that hospitals refuse to treat patients who have medical insurance, some medical consumables can’t be bought, and restrictions on the medical consumables leads to delayed surgery, etc. This phenomenon caused widespread concern in public opinion. Once some of the auxiliary drugs and consumables are deactivated, the hospital’s financial path is severed, pharmaceutical representative
s would be directly laid off, and the market faces re-planning.
3. How embarrassed——The high-level market is facing patient diversion, and the low-level market lacks promotion experience
At present, the graded diagnosis and treatment is moving towards the “last mile”, and various types of boosting policies begun to be issued. Many places not only set different levels of medical insurance reimbursement ratio to promote graded diagnosis and treatment ( primary hospitals reimburse more, the large hospitals reimburse less; domestically produced consumables of low price are reimbursed more, the imported consumables of high price are reimbursed less etc.) , but also stipulate that the patients can only buy and take away medicines of several hundred yuan or less when discharged. These policies make the patient diversion emerging more. However, most of the sales people in the low-level market lack mature promotion experience.
4. New Year's big move once again put the pharmaceutical company& representative under great pressure of public opinion , "to throw out a minnow to catch a whale" is not worthwhile
At the end of the year, the drug consumables industry is in a severe season of rectification, and large-scale actions such as the release of Pharmaceutical Representative
Registration Methods have constantly emerged. Recently, the article published by the People’s Daily about Shapuaisi Fall from the “Altar” put the pharmaceutical company
under great pressure of public opinion once again. The amazing interest chains hidden behind a box of medicine, a set of instrument, or even a piece of patch are exposed to the public again.
All the people in the industry can understand the core of the problem - the national medical expenses are out of control, and the medical insurance funds are bottomed out. Faced with the country's sustained high pressure, the previous sales with commissions will bring huge risks,and "to throw out a minnow to catch a whale" is not worthwhile.
Pharmaceutical companies need to change marketing ideas, actively reduce the promotion of full-cost products, increase the academic promotion of therapeutic products, and focus on low-cost operations and market access around the country.
5. The rising amount of sales tasks at the end of the year has brought about the annual resignation of pharmaceutical companies
Although many companies have carried out compliance rectification, but in-group source all know that whether it is a drug or a medical device company, it is inevitable that the company will increase the sales quota for the new year before the New Year's Day. Face high market saturation and high-intensity extraction of their own value, many old pharmaceutical representatives will choose to leave office, and the new representatives will replace them.This is the main reason for the high turnover rate of pharmaceutical representatives.
6. Peer’s whistle-blowing has become a common practice
The purchase of medical consumables are so gun-shy due to the introduction of peer’s whistle-blowing, and an endless stream of the full-scale purge actions emerged in various provinces and cities. Nowadays, peer’s whistle-blowing has become a common practice, and you are always being watched by the " people who know you best". The cost of counterfeit being investigated will be huge. Enterprise, are you afraid ?
7. Domestic and foreign medical devices must be accepted the bombing of sudden unannounced investigation
In 2018, the medical device industry began in a harsh and tense atmosphere. Just after New Year's Day, drug regulatory departments across the country issued notices, a new batch of medical device companies have been chosen out, rectified, discontinued and so on. On January 9, the CFDA official website exposed the results of sudden unannounced investigations of 17 medical device companies, four of them were directly shut down and rectified, and the punishment was severe. In addition, the overseas sudden unannounced investigations have been continuously strengthened. At the end of the year, the “Regulations on the Administration of Overseas Inspection of Drugs and Medical Devices (Draft for Comment)” was issued. It is proposed to establish a “ sudden unannounced investigations” system for imported drugs and imported medical devices on the overseas production site in 2018. Whether it was “inspected for cause” or “ inspected for compliance”, standardizing the production and operation under the strengthening external supervision of the state is the right way for enterprise.
8. The market layout is stable, and the sales pattern of domestic and imported products is difficult to break.
China Medical Device Industry Association data also shows that in 2016 China's medical device output value exceeded 550 billion yuan, large enterprises have settled in, the industry has broad prospects for development. However, at present, most of the production-type medical device manufacturers in China mainly produce low-end products, and most high-end devices are selected from the United States, Germany, Israel, and Japan. In the context of the country's policy of encouraging the purchase of domestic products and accelerating import substitution in recent years, the low-end products of imported enterprises also fail to compete with local enterprises. China technology is not high enough, and the price of “imported products" will not come down. The horizontal market sales pattern of high- and low-value products is difficult to break, and under the pressure of medical insurance threshold, it seems that the market saturation in the depth direction has also become a big problem difficult to solve.
9. Low price becomes the rule of passage
According to the Taizhou Daily, the first threshold for the tendering of high-value consumables in Taizhou City is that the company has to decline its price by 30%, and then to negotiate with the hospital. This model has been recognized by the State Council by declining the price fiercely, and it is very likely to promote it in Jiangsu Province and even spread to other provinces in the future. In addition, last month, CCTV News Broadcast reported that “Shanxi negotiate price jointly to suppress the virtual-high price of medical consumables”, it can be seen that price cuts and no price cuts are no longer a multiple-choice question, but become a must-answer. Enterprises not only have to cope with the bidding of price reductions across the country, provide the rebates that hospitals may require, but also face rising cost pressures and changes in grassroots sales models. It is more difficult to achieve a balance of interests.
10. The chaos in the bidding process is very worrying
China's medical consumables bidding has gone through more than a decade of experience, but because it involves multiple interests, it leads to chaos: the tendering process is confusing, the project schedule is not clear, the announcement notification method is not formal, and the reviewing standards are not uniform; fees are illegally charged by administrative means; the price discovery system has a limited effect; the procurement volume is difficult to guarantee etc.In the past two years, the state hasn’t significantly mentioned and decided to regulate the relevant supervision work of bidding,and there is still a long way to go .