After 4/7, do you still need drug replacement? The official has replied


Release time:

2019-03-22

Does the state need a medical representative after purchasing with quantity?

According to the report of Gathering Southern Medicine, on February 13, the Beijing Municipal Drug Administration held a work deployment meeting for 47 selected drug manufacturers.

At the meeting, Beijing's 47 supporting measures were briefly introduced, one of which is worthy of the attention of medical representatives-"the policy encourages and emphasizes the priority use of medical institutions, but manufacturers also need to introduce products to medical institutions and ensure normal distribution and supply of services".

The manufacturer introduces the product to the medical institution, who will introduce it? Of course, it is the medical representative. Can this be understood as the recognition of medical representatives from the official level, after the state purchases with quantity, medical representatives are still needed to a certain extent. However, it depends on the form in which it is carried out.

▍ After purchasing with quantity, the drug generation is under greater pressure.

Earlier, pharmaceutical stocks suffered another collapse when the first list of state-owned purchases came out. The author wrote an article entitled "National procurement shakes the market of 10 billion yuan, and medical representatives usher in the bureau of life and death" to analyze the impact of national volume procurement on medical representatives.

At that time, the author's analysis was that winning the bid was not necessarily a good thing for the drug generation that the state purchased the winning product with volume. The country has clearly guaranteed the usage. Do enterprises still need to hire so many sales teams to promote it?

In addition, at that time, the author analyzed that 60-70% of the market in the pilot cities was very tempting for pharmaceutical companies, but it also depends on whether the relevant pharmaceutical companies can effectively reduce clinical costs after winning the bid. If you can, then a 50% reduction is possible. Under the pressure of price reduction, enterprises should also ensure their own profits. Therefore, for the winning products, changing the marketing mode and streamlining the promotion team may be the next thing that pharmaceutical enterprises will consider.

In fact, the final result of the first batch of national procurement with volume was that the price reduction was as high as 96% and more than half of the product regulations were reduced by more than 50%. The drop in drug prices has put a lot of pressure on the entire pharmaceutical industry.

With the price of medicines falling sharply, production costs such as raw materials and labor are rising, and sales costs are also rising. As the main force of promotion, medical representatives will undoubtedly be under tremendous pressure.

▍ Medical representatives must be transformed

Earlier, an old pharmacist who had worked in the pharmaceutical industry for ten years told Cyberlan that at least 60-70% of his group of pharmaceutical representatives had changed their career. The exact understanding should be transformation.

Cyberlan also wrote about this issue in his previous article "Medical Representatives Revoked, Officially Started". At that time, 47 volume purchases had not yet officially started, but some pharmaceutical companies were withdrawing their medical representatives. This revocation is not that the medical representatives have really disappeared, but that they are facing transformation.

According to China Business News, Wu Xin, general manager of Ushabi China, said, "In the past twelve months, the company's entire business model has been greatly adjusted. We no longer have the position of a medical representative."

After YouShibi no longer set up the position of medical representative, the original medical representative will be transformed into a medical information partner, no longer taking sales performance as the core assessment target, but how they cooperate with doctors and finally bring better treatment plans to patients.

The industry outflow of Beijing 4 7 supporting measures, clear production enterprises still need to introduce products to medical institutions, a strong confirmation of this point. Enterprises do not need to sell products to hospitals, but they should introduce products and academic promotion to hospitals and doctors, so that doctors can use drugs more rationally and patients can achieve the best therapeutic effect.

On this issue, Shi Lichen, founder of Dingchen Pharmaceutical Management Consulting Company, also said in an interview with the media that due to the complicated situation of medical representatives, there may be doctors who are not familiar with the drugs and technologies of some pharmaceutical companies. In addition, it is also possible that the winning pharmaceutical company has not "developed" the hospital, and the hospital may not take the initiative to purchase the corresponding drugs. All of the above situations require the existence of the position of medical representative.

In the future, there may be more pharmaceutical companies to withdraw the medical representative team. However, this does not mean that medical representatives will disappear. The vast majority of medical representatives are facing the challenge of transformation and upgrading.