Brand pulls base drug terminal ecology

On May 1st, the new base-pharmaceutical catalog was formally implemented, and medical institutions throughout the country will be equipped with drugs according to the new catalog. In this context, many people in the business community have called for the introduction of detailed practical supporting documents as soon as possible.

Variety is still king

There are 112 kinds of chemical and biological medicines added to Xinji's list, and 101 kinds of Chinese medicines added. Among them, 26 new types of oncology drugs, 15 new drugs for mental disorders and 11 new blood systems were added. In the first five categories of diseases, a total of 70 new varieties were added, accounting for more than 60% of the new varieties of chemical drugs and biological products. According to the experience of the previous version of the base drug implementation, the entry of the core products of drug companies into the base drug directory often means that the market is heavy and the price is decreasing. "When the base medicine was first implemented, it was grabbing the right to distribute. The more you grab in the end, the more you have to worry about." Some experts told reporters that under the existing base medicine system, the variety is king, while competing for distribution rights, but also Look at the variety, especially the exclusive variety.

It is reported that in 2012, sales of Tasly compound Danshen Dripping Pills exceeded RMB 2 billion, and Yunnan Baiyao aerosols reached RMB 1 billion. Among them, Baiyao Aerosol's sales revenue in 2012 was 2.5 times that of 2009, and Zhongheng Xueshuo’s sales revenue in 2012 was 5 times that of 2009. “From these data, it can be clearly seen that in the 2009 edition of the base pharmaceutical products, the outstanding sales are mostly exclusive varieties and innovative drugs. These products have inherent advantages. The bids for the future base medicines reflect the institutional design of quality stratification. I think this is to set aside space for foreign-funded products, and there are more than 40 foreign-funded products won the bid for Beijing-based pharmaceuticals. It can be seen that the future competition depends mainly on product strength.” Director of Xinjiang Quan'an Pharmaceutical Market said that quantity and price Naturally there is a certain contradiction. Whether it can be used for price changes or stable price increases will determine the degree of benefit of specific varieties in the grass-roots market.

At present, one of the most concerned topics in the industry is the issue of local supplementation. There are rumors that the proportion of supplements is about 15%, but this figure is not explored. However, from the spirit of the Yichang Foundation, the Xinji medicine list may loosen new varieties and strictly control the number of supplements. Wang Liang, a veteran marketing and real-time expert in the pharmaceutical industry, frankly stated: “The supplements of each province will reflect their own interests.” The reporter noticed that the list of new drug-based drug catalogs has been increased to 520 species. All of them were lost, and the eyes of similar product manufacturers gradually shifted to the updated list of new base drugs in each province.

Regarding the strictness of supplements, Wang Liang believes that each province and city's own supplemental catalog has its own objective considerations based on the region it is located in, but overall it is a supplement to the catalog and it should be positive. “There should not be a fixed standard for the specific quantity to be added, but it should be determined by the local economic level. Where the medical insurance is developed and where government subsidies are effective, the demand can be met by increasing the number of pharmaceutical products. This involves the redistribution of benefits and the operation is still not easy."

Brand pulls the terminal ecology

In the long run, since the new varieties have not yet been purchased through tenders throughout the country, the price maintenance and sales promotion capabilities of the main products of drug companies are even more important in the process of volume-based drug delivery. If the proportion of the amount of use of Xinji Pharmaceutical in the second- and third-tier hospitals does not show any major adjustments, according to the base medicine market scale of primary medical institutions in 2012, the market size of hospitals above the county level will reach 280 billion yuan in 2015, reaching 2010. 80% of the market size of urban hospitals in the year. "It can be seen that the future market for pharmaceuticals will become the main battlefield for domestic pharmaceutical companies." Zhang Ling said. In this regard, many people in the pharmaceutical industry hold the same view. They believe that this year is the tender year, which is of special significance to the pharmaceutical market.

Zhang Ling told the reporter that in the “epistemic drug marketing 2.0 era”, enterprises that have obtained basic drug qualification certificates, regardless of the size of the enterprise, really want to feast on the feast, and use this as an opportunity to drive leapfrog development of enterprises, in addition to complying with the basis medicine system. In addition to the adjustment of product prices, product structure, organizational structure, commercial customers, and bidding strategies, we must also realize that brand marketing will be able to win the bid, whether it can obtain pricing initiative, and whether it will affect the preference of doctors and consumers. Whether it can capture policy opportunities and other key marketing factors that determine the end result. “The top priority of pharmaceutical companies is to think about sales model innovations, such as strengthening basic-level hospital education and doctors' rational drug training. Companies should develop good interaction through relevant training,” said Zhang Ling.

The addition of the base drug category means that the next two or three hospital markets will be important expansion ports. The aforementioned marketing director said that in the next six months, the company should pay attention to the provincial bid supplementation and base drug bidding group limit price, rating and winning bid rules. In terms of enterprises, it is to protect the bid, investment, investment promotion and promotion. Due to the further release of county-level market capacity, product mix and model are very important. Some foreign-funded enterprises are demonstrating their sales and marketing capabilities to county-level hospitals, and have begun to introduce some non-patented original research drugs or branded generic drugs. He suggested that local companies should work hard in doctor education and services, as well as brand marketing.

In addition, the increase in the ability to pay for drugs has prompted an increase in the consumption of patients. Experts believe that the marketing model of the base drug must adhere to the brand and circular marketing. Enterprises should make good use of product portfolios and use brands to drive the terminal ecosystem. Wang Liang said that the basic medicine must be properly academic, and academic activities not only promote sales, but also make the product lastingly stable, and provide academic support for prices. "To achieve the linkage between the base drugs, the market operation strategy is to combine the policy market with the free market. The policy market should pay attention to government affairs, commercial distribution, and terminal academics, and the free market should focus on the acquisition, willingness, and interest. "Wang Liang said frankly.