After experiencing the solicitation of opinions before and after, the medical reform program finally unveiled the mysterious veil. In the past few days, the author's mobile phone received many text messages or telephone calls from colleagues in the industry. They all asked questions about how much the medical reform affected the pharmaceutical companies, how the enterprises should respond, and how the market will develop. I remember that when the medical reform draft was just released, the author also spent a long time to carry out detailed research on its rules and regulations, and also had a more intense dialectic and communication with colleagues in the industry. So in the "Pharmaceutical Economics", "Sales and Markets" and other well-known media on the impact of medical reform published "medical reform, a fire in the winter", "medical reform test drug companies channel integration capabilities" and other articles, the author from the time Some comments were given. However, when I look back at the whole case of the medical reform, the author has a new understanding, that is, the author's reply to the colleagues in the industry: "To do what you want, you don't have to worry too much!" †The cake is big and the vibration is big. In fact, for pharmaceutical companies, from the full text of the medical reform, the positive side is mainly concentrated in the construction of medical institutions, terminal expansion, and increased market share. The cake in the pharmaceutical market is big, and pharmaceutical companies can naturally get a share. The concerns of pharmaceutical companies mainly come from: 1. Basic drug system From the initial "central procurement, unified pricing, unified distribution, mandatory use" to the current "medical procurement by the provincial government, the implementation of distribution" can not be said to be a huge improvement. However, the local protection that local governments purchase inevitably brings about local protection, which has an impact on other companies. The under-pricing of essential drugs has led to unprofitable situations for enterprises, and these basic drug manufacturers are reluctant to produce, distributors are not far away, and medical units are unwilling to use them. Therefore, whether it is for enterprises that enter the production and distribution of essential drugs, or those that are not qualified, it will be a big test. 2. Pharmaceutical separation resulting from the reform of public hospitals The implementation of this system, in solving the problem of "sales sales" and "commercial bribery", the realization of the separation of medicines in the end, will inevitably have a greater impact on the sales of clinical drug distribution individuals and units, making the existing pattern of clinical drugs Being broken, the inherent sales order has caused large fluctuations, and the sales volume of enterprises with good clinical operations has undergone major changes. 3. Standardization and integration of existing production and circulation links It is reasonable to say that the regulation of the pharmaceutical market is a benign aspect. However, it is undeniable that the current situation of non-standardization in the production and operation of domestic pharmaceuticals is everywhere. To deal with this problem, pharmaceutical companies must take the premise of sacrificing sales. This is what most companies don't want to do. At the same time, integration will inevitably lead to mergers and reorganizations of the industry, and it is logical to eliminate the enterprises with weak strengths. In this way, the subversive reform of the original business structure has brought about a shock to the industry. Find the right position, take advantage of the trend It is not difficult to find out the details of several aspects. The purpose of the government's introduction of medical reform is to regulate the pharmaceutical market environment and promote the development of pharmaceutical companies in a healthy and benign direction. Therefore, it is not so much a shock that the system that may shake the development of the enterprise will cause a big shock. It is better to say that such an opportunity is a historic opportunity for those who manage their business with heart. Therefore, the pharmaceutical companies do not have to worry too much, and they will have a new world! In fact, for the relevant measures introduced by the medical reform, the above will be concentrated on the pharmaceutical companies. The company's own business channels are limited and will not be affected. For different situations of pharmaceutical industry enterprises and commercial enterprises, it is also possible to respond to the problem. For pharmaceutical companies, what a generic drug company needs to do is to carefully regulate its own operations, and to do a good job in the local production and distribution of products, and to develop the third terminal market for the grassroots medical market that will be expanded several times. And to maintain the work; for clinical drug manufacturers, it is necessary to study the manifestation of the "pharmacy trusteeship, pharmacy drugstore, and drug sales management fees after the end of the sale of the drug", which is also brought about by the reform of public hospitals. Studying the country's market expansion that may be brought about after the liberalization of private hospitals will be of great concern in all aspects of the required varieties. For pharmaceutical business enterprises, it is a problem of integration and transformation. At present, most of the existing pharmaceutical commercial enterprises in China have the right to represent many products, and the product lines are widely distributed. The direction of agents also ranges from one region and one channel to the national general agent. This is related to the survival mode of commercial enterprises, and hopes to master the product resources as much as possible. In the face of the reform of the new medical reform, the advantages of commercial enterprises are more obvious. Enterprises can immediately formulate relevant business strategies and transform into hot-selling varieties in the medical reform (such as basic drugs, medical insurance varieties, and agricultural insurance varieties). Or directly increase the development of the terminal market, or constantly improve the entity composition of the agent, and become completely sold by the personal agent as the business entity and the individual agent to jointly undertake the product marketing work. Practicing internal strength and rationalizing management In addition, the internal management aspects that pharmaceutical companies must pay attention to are also constantly being upgraded and summarized. The three aspects of “institutionalization, standardization and specialization†are the core: · Institutionalization to ensure that the internal management of the company is based on evidence. The system is a necessary guarantee for the internal and external management of the enterprise, which can greatly improve the management level of the enterprise. Whether it is the daily management system of the enterprise, the performance appraisal system, etc., after the reasonable and perfect formulation, the key lies in implementation. Otherwise, these systems are a piece of paper and have no meaning; · Standardization to ensure the safe and efficient operation of the company's business activities. Standardization will be an important issue that pharmaceutical companies must face from now on, and cannot be taken lightly. In recent years, the emergence of various medical accidents and medical accidents has spurred the continuous strengthening of national supervision, and the corresponding measures have been continuously introduced. At the same time, it coincides with the large-scale implementation of GSP and GMP for domestic pharmaceutical companies this year and next. The certificate work is a big test for the current pharmaceutical companies. To develop, we must first survive, and the standardization bears the brunt! · Specialization to ensure the continuous improvement of business activities. As for the specialization of pharmaceutical companies' management, the author said in an interview with a large domestic newspaper. "For pharmaceutical companies, the professionalism of products requires enterprises to start from the field situation and characteristics research in marketing. Implementing with more professional and effective differentiated marketing means is the only way for pharmaceutical companies to get rid of homogenization competition. The transformation of pharmaceutical industry to professionalization and specialization will inevitably require pharmaceutical companies to reserve talents. It is also suitable for it. Specialized talents will be the core elements of the future pharmaceutical market competition.†It can be more certain that specialization is an important basis for ensuring the perfection and improvement of operations. Brand and model help fly In addition, enterprises should also pay attention to the construction of their own brands and the improvement of their models, thus laying a solid foundation for enterprises to cope with market competition. In this way, even if the medical reform has a certain impact on the business operation at a certain level, it can rely on the superior influence accumulated by the enterprise to re-integrate development. ·Product tree brand It is also a brand-name drug that is less affected by medical reform. Whether it is OTC drugs or clinical drugs, its impact on patients, pharmacies, doctors is huge. Although the introduction of new medical reforms may cause the use of generic drugs to increase the market for self-purchasing patients, the degree of blind obedience of advertising drugs (brand drugs) has become popular among the public. When people buy medicines from small hospitals without going to the hospital, they will still choose brand medicines. This point is worthy of serious consideration and research by pharmaceutical companies. ·Corporate brand foundation Corporate brands are primarily market influences that are worthy of corporate positioning or management. For the production enterprise, its production process and enterprise positioning are the cornerstones for its brand influence. Such as the revision of the pharmaceutical industry's "conscience medicine, rest assured medicine", Tasly's "modernization of important enterprises" and other names, is the representative of corporate brands. For commercial enterprises, more should be implemented in management, service, and product management, such as the “characteristic marketing model†of Henan Medical Insurance Pharmaceutical. ·The refinement model has broken through And to determine whether the company has sufficient development and breakthrough space, it also comes down to the determination of the development model of the enterprise. Deciding what kind of road to take, how to take this road is the key to achieving the goal, not the road. You must know that road repairers often fail to reach the end of their journeys. For pharmaceutical companies, it is critical to choose what kind of development path. Especially in the current fierce competition and serious homogenization, it is extremely urgent to embark on a unique path of differentiation. Linen Yarn,Rayon Yarn,Linen/Rayon Yarn Polyester yarn , http://www.chayarn.com
September 29, 2018