Marketing Trends under the New Medical Reform Order

The core message: The new medical reforms limit the marketing of medicines to face an unprecedented severe test, and it is also the time to compete for the viability and strength of the marketing business. If the company's hospital sales are solid, there are still potential contrarian increases in the predicament. From the past, more natural sales based on the strength of customers in local areas have become intensive and extensive professional operations, there are also some new opportunities and highlights.

The new medical reform restricts the marketing of medicines to face an unprecedented severe test, and it is also the time to compete for the viability and strength of the marketing of a company. If the company's hospital sales are solid, there are still potential contrarian increases in the predicament. From the past, more natural sales based on the strength of customers in local areas have become intensive and extensive professional operations, there are also some new opportunities and highlights.

Which products will be trapped?

The first products that have been hit hardest are new drug products, including some new products that have been listed in the past, especially non-base products that have not caught up with medical insurance and have not been linked to the Internet in most areas. The new product entry cycle has been long, and local non-base-linked networks have not been moved. Fujian Fujian linked to its own cost products are excluded, the tone is based on the previous use of medical insurance products in the list of the main trend of the situation, coupled with the hospital to clean up the species, control the proportion of drugs, in addition to ensuring that the proportion of drugs, Shandong even Requires that the proportion of basic drugs and commonly used drugs accounts for 50% of the total, and from the time of hanging nets to secondary bargaining, hospital custodians and other dazzling medical reforms, sales of new products will become more and more difficult, and the cycle of new drug input cost recovery will become unreachable. New marketing is in a difficult situation, which has seriously dampened the new drug industry.

The products that cannot meet the continuous reduction in the price of linked goods, such as secondary bargaining and pharmacy custody, will also be severely impacted. Some of them are big brands. They can only be suspended from the market due to their inability to meet drastic price cuts that deviate from the bottom line of the company's costs, leading to large-scale and comprehensive switchover of alternative medications, resulting in a shortage of clinical medications and the sudden withdrawal of medications for patients leading to various medication safety. problem. The nation’s lowest-priced endless cycle of slashing is also a great challenge to the exclusive products. If you are not sure enough, there will be a domino-like irreversible tragic conduction effect.

For homogenized products, there is no sense of security, no minimum, only lower, if companies lose a reasonable profit margin, the superscript can not sell, no power and channels into the hospital, the market will always have emerged, The price of the next area continues to dive. In addition to environmental factors such as products and local sales policies, marketing power is still the first.

As various localities began to clean up irregular use of drugs, limit the amount of prescriptions and adjust the proportion of payment to reduce the proportion of drugs, some of the drugs used for oncology, antibiotics, infusion products, auxiliary drugs, and high-value products will be affected to a certain extent (inclusion in the clinical pathway, including Major disease protection, major new drug creation projects, major public health projects, first-aid products, etc.). However, it should also encourage the promotion of clinical use of quality products that are substantially improved and improved over previous products in terms of cost-effectiveness, efficacy and safety, and use new technologies and new products to better protect the health of the public.

Which products will become the new darling?

Relatively good product categories include:

Innovative drugs, emergency drugs, paediatric drugs, etc. are supported by policies that can be directly linked to the network or into the hospital for sale;

Quality levels can be singled out, have advantages in price negotiations, and can stand the test of differentiated or featured products;

In the past, the sales base was relatively solid, the nation's linked network price maintenance was relatively stable, the sales volume was relatively mature, and the access conditions were complete, with products with certain differences or competitive advantages;

Basic medicines, low-priced medicines have certain characteristics and advantages while the marketing resources match the products;

Insufficient use of drugs and psychotropic drugs, anti-Ai drugs and future chronic disease medications and other national procurement products;

Chinese Herbal Pieces and the future part of the self-paid medicine market, their own cost products do not account for the amount of medical insurance, while allowing patients the right to choose the efficacy and cost-effective products;

OTC brand products with brand promotion strength, patient self-diagnosis, quality and safety assured;

Price-reasonable, quality and effect fidelity, promotion of brand-name health products, care products, and equipment consumables.

In addition, some pharmaceutical companies participate in upstream medical resources and medical institutions through pharmacy trusteeships, mergers and acquisitions, etc. It is also the best guarantee for large-scale monopolistic sales of their products in the privately owned fields.

Transformation to the mass market

The pharmaceutical market is a relatively closed market with a focus on the sick and people in need of care, and the mass fast selling products are a broader market. In addition to the few brands such as Yunnan Baiyao toothpaste, it is rare to be successful in the field of health. Ma Yinglong introduced baby care products such as baby diaper creams and wet wipes to meet the needs of his own director and the market, effectively extending the limitations of the past in the anorectal and other specialist areas, improving and enhancing the professional image of the company and enriching the product. Category. However, from product design to mass promotion and channel promotion, it is necessary to learn from and align with international professional companies such as Johnson & Johnson to provide more satisfied modern products and services. In addition, in addition to children and nursing purposes, wet wipes are widely used daily. If they can successfully capture the mass market of fast-selling products, at the same time, strict control over product quality and production costs will generate more substantial profits than many big-name generic drugs. Sales volume.

The same is true for diapers and other care products. The largest market, apart from home use, is sales in nursing homes and hospitals. This part of the enterprise is generally a production-oriented enterprise and lacks corresponding promotion capabilities and marketing channels. The medical personal care market is not yet mature in China, but the demand is alarming. The number of elderly people in the country has exceeded 200 million, and 10 million people have been added every year. Beijing and Shanghai have entered the old age society, with more than 36.5 million disabled and semi-disabled people in the country, and 6000-7000 people in need of nursing care such as lying in bed and sleeping. Million people, at least six to seven hundred million profit markets per day. Businesses can not only get a slice of their own, but also can effectively help the people needed to improve the quality of life and continue to effectively expand sales.

When the policy is constantly mutating and it is unfavorable to the pharmaceutical industry as a whole, it is also necessary to pool brainstorming, give full play to the professional advantages of the industry, do a good job of effective communication with the government, and obtain more support and understanding. The normal development of the industry in the next two years determines the health quality of the general public for 10 years or 20 years. If the rapid development of modern China still stays in the era of the old drug masters of the past few decades, new drugs and medicines that will engulf the efforts of several generations of pharmaceutical companies will be eliminated. When the new Ebola virus, SARS virus and MERS virus are again When surging, the consequences could be disastrous. The new medical reform needs to be based on specialized management, to increase revenues and reduce expenditures, to clear up the original source, to create vitality for medical institutions, to improve normativeness and public satisfaction, and to reduce the burden on the people and to relax the pharmaceutical companies. If we say that in the past medicine was used as a drug provider, the secondary bargaining power of medical institutions is now far more than the gains from medical bonuses. At the same time, it will benefit both from government subsidies and the sharp increase in medical expenses, which will greatly increase the burden on the country, the people, and pharmaceutical companies. With greater problems, it will be increasingly difficult for medical institutions to return to public welfare.