Who is in charge of the pharmacy market outside the hospital?


Release time:

2019-09-27

On September 16, the Guangdong Provincial Drug Trading Center held the first meeting of the preparatory group of the Guangdong Provincial Drug Retail Industry Collection Alliance to solicit opinions on the centralized procurement model of pharmacies. In addition to Guangdong, Shandong, Zhejiang, Shanghai have introduced pharmacies medical insurance drug collection related policies. The industry predicted that pharmacies to join the collection has become an irresistible trend of retail pharmacy reform.
 
From the "two-vote system" of the large intervention in the field of circulation to the consistency evaluation of the production and supply side of the backward elimination, and then.The far-reaching impact of centralized procurement on medical institutions,The reform policy is directly related to the changes in the pharmaceutical market, and the price reduction is imperative as one of the main ideas.
 
A big wave of medicine people planning to rebound with the price of the collection of diving and by the "4 7" far-reaching impact, the establishment of the health insurance bureau finally used to buy unilateral way, abandon the original administrative intervention, to achieve a large amount of price reduction, to give generic drugs a chance to fight a turnaround. However, the price movement has touched many interests.
 
The average price reduction of "4+7" products reached 52%, with the highest price being 96%. In the latest "4+7" expansion, compared with the lowest purchase price in the alliance region in 2018, the proposed winning price has dropped by an average of 59%; compared with the "4+7" pilot winning price level, the average drop is 25%. The huge price difference between hospitals and retail pharmacies that implement the collection policy is an urgent problem to be solved. Shandong, Shanghai, Zhejiang, and Guangdong have successively introduced relevant medical insurance retail pharmacy procurement reform plans, but the mechanism is different, and retail pharmacies obviously cannot be weighed according to hospital standards. So, what is the situation in the out-of-hospital market?
 
What products are needed outside the hospital
 
Outside the hospital can be understood from two angles: one is the real sense of "separation of medicine", prescription circulation, there are a variety of purchase options, the price is transparent.
 
The latter's key products are concentrated in the following three categories. One is Junior College products with strong targeting, few competing products, large space and characteristics. The second is the auxiliary products for medical treatment problems, or the health care products that need long-term recuperation symptoms. Third, niche products used by special populations. In addition, most of the products outside the hospital are safe and belong to non-large-scale single-type varieties.
 
According to the channel, the market outside the hospital can be divided into the following categories:
 
Hospital or hospital at their own expense pharmacy, part of the hospital three production, and the hospital is inextricably linked. This type of pharmacy, formerly known as the hospital pharmacy, was transformed into trusteeship or subcontracting with the reform of the separation of medicines. After the country and many provinces banned pharmacy trusteeship, the hospital convenience pharmacy has become more mysterious. The self-funded pharmacy system is common with the hospital system, and it is convenient to bill. It has become the preferred out-of-hospital channel for many non-medical insurance products, but the entry threshold for such pharmacies is relatively high.
 
The hospital-side new special drug pharmacy (DTP) focuses on liver diseases, tumors, immune system and other fields. It can provide professional services and undertake chronic disease service functions. In addition to providing prescription distribution of new special drugs, it also provides patient management functions.
 
Hospital-side equipment stores, hospital maternal and infant stores, and life service centers are Class I and II equipment, consumables andHealth productsSuch as one of the key battlefields of medical market promotion, the threshold is low, specifically to undertake the flow of hospital billing with goods, there is a special person to maintain, a special person to unify the party.
 
Hospital-side health insurance chain pharmacies and health insurance monomer stores are the mainstream of hospital-side stores, holding the core resources of hospital-side retail drugs. The key categories have a high degree of similarity to the products in the hospital, especially the same generic name, different product specifications, or different packaging volume, or different production.Enterpriseof products. The key high-margin categories of the hospital-side chain pharmacy are concentrated in skin drugs, Chinese medicine tablets, digestive system drugs, respiratory drugs and antibiotics.
 
Is there still a market for generic drugs
 
At present, the inclusion of pharmacies in the collection may not be favored by all retail pharmacies. First of all, the main sales of prescription drugs are hospitals, and the proportion of retail pharmacies is very small (except for hospital side stores), only about 10%. The drainage effect of prescription drugs on most retail stores is not obvious.
 
Of course, for the hospital-side chain pharmacy, this drainage effect has some value, because most of the products carried by the hospital-side chain pharmacy are inextricably linked with the hospital catalog. The existence of competition determines the importance of patient flow to these pharmacies. Therefore, the hospital-side chain drugstore can gain the advantage of patient flow by flattening the price difference.
 
However, for pharmacies that need to survive on the price difference of drugs, the collection of products can not achieve the purpose of profit, but only a role of distribution flow. Under the premise that there are enough products to choose from to achieve profitability in the early stage, the intention of pharmacies to collect products may not be so strong. What's more, a large number of original research products have fallen into the standard, and such brand products are the first choice for retail pharmacies outside the hospital. The collection of catalog varieties does not have much impact on other categories of out-of-hospital channels and will not cause focus.
 
So, is there still a market for in-hospital lost standard products outside the hospital? Many people predict that the highly competitive generic drugs have not passed the consistency evaluation, and there is basically no room for survival, because the industrial elimination war is to eliminate this part of the product, without the qualification to enter the hospital, there is also no room for survival outside the hospital. Therefore, after removing the band volume share of the winning bid, some of the remaining shares basically belong to the world of the original research drug.
 
The quality of the original research products in the clinical position is difficult to shake, many years of mature doctor education, the original research products still have a strong user group. There is little hope that ordinary generic drugs that have lost their targets will continue to be sold through retail stores outside the hospital. On the one hand, low-priced generic drugs have the task of carrying quantity, and on the other hand, the original research products are still being replaced. Therefore, it is difficult to survive in the cracks and is of little significance.
 
Industry and channel direct dialogue
 
In the era of "marketing first,AgentBusinessmen gain their own geographical control through different models and methods, and can control multiple resources because of the profit margins protected by policies. After the "two-vote system", the roles of industry and commerce are changed. After the high-speed switch to industry, industry can control agents to a certain extent even if it is not operated directly.
 
Centralized procurement has realized the dialogue between the selected industry and the terminal in a real sense, and distribution has become a real distribution. A large area of retail pharmacies docking centralized procurement system means that the industry has completed direct dialogue with the entire channel, and generic drugs can be connected at all large-flow ports. However, this will face another problem-fleeing goods, circulation management has always been the heart of the industry.
 
So, what's the trend of retail pharmacies? In the past few years, Dalian was waiting to share the dividends of prescription outflow, and even connected to multiple Internet medical platforms, expecting greater traffic docking and transformation. But retail pharmacies are not doing well. Some powerful enterprises have laid out the retail pharmaceutical service sector after the "separation of medicine" in advance, believing that the future prescription opening is an opportunity. There are also some pharmacies that take the initiative to turn to big health and carry out special projects, with products such as health brand, makeup brand, physiotherapy and health preservation as key modules.
 
In fact, if the outflow of prescriptions is completely realized, the opportunity must belong to several large retail chain companies, some small chain and single drugstores are facing the crisis, on the one hand, from the high store rent and labor costs, on the other hand, the price transparency of major categories and the impact of online OTC categories. These pharmacies either take the professional service route, use the service to make money, increase health physiotherapy and other items, or sell them at a good price and free up funds to transfer to other directions, because the competition in the pharmaceutical market is no longer competing with the whole category and price war.
 
The sharp drop in prices brought about by the collection is good for the common people, and the flow of patients brought about by low prices is needed by all terminals, but for the out-of-hospital retail market, the flow of patients attracted by pure low prices is of little significance, the real meaning is the consumption of high-hair products after patient flow interception and communication education to meet the demand for profit. However, the fact is not as simple as theory, this traffic conversion is more difficult. In short, pharmacies into the collection, industrial pharmaceutical products will enter the quality era, circulation into the service era, the terminal into the professional era.