Medical network - February 20 this for more than a month before and after the Spring Festival, many medical people have not calm. Past February 13, CCTV focus interview column blockbuster launch project - "the whole process Direct medical problem, many experts read, please use policy "on further reform and improve the pharmaceutical production circulation of several opinions. The "certain opinions" is known as "the article 17", involving drug r&d, registration, production, access, purchasing, distribution, use, for the whole process of management, established the next the medicine, the development of medical industry in whole tone, policy priorities and the regulatory implementation direction.
This seems to be in response to last year on December 24, CCTV reports of "price", a special naming the drug bid pushed up the prices, when public opinion uproar, medical circle, the doctor is blasted pot. Has long been a so-called "kickbacks" drugs, CCTV reported is not accidental, but with health care reform policy intentionally, floor plan is blowing policy combination. Lenovo to three years ago, CCTV reported GSK, raised the pharmaceutical industry's longest market rectification, and the CCTV as a mouthpiece of the government, the series also nature hidden meaning.
With CCTV reported late last year long drug kickbacks event as a starting point, on December 25, the law issued by the Chinese traditional medicine, to let go of the TCM clinic records; Health development planning commission rapid response at the same time, some scrutiny; CCTV talk about medical equipment profits later 25; 26 focus interview introduce fujian sanming reform mode, cites the national chess; 30, CCTV has reported on the further reform and improve the use policy for producing and distributing medicines of several opinions for approval, emphasizes the implementation of the drug circulation reform of "two votes", this is the latest blockbuster the pharmaceutical industry, the original a fantasy and disillusioned.
CCTV's reports for the pharmaceutical industry with such unprecedented. Government to stability, and to solve more health care money wear at the bottom of the situation, but also maintain the normal operation of the hospital, but face is close to half of the total health expenses, drug cost reform difficulty cans be imagined, so, there is "the popularity of the new reform into deep waters". The crowded throughout the CCTV report, as a medicine man in addition to reject the report to be partial to send some articles, we should be calm analysis, CCTV reported what signals released? Where does that leave medicine man? How to layout and intervention?
The root of the drug prices high in where?
Chinese mysteries of excessive medical treatment, especially in medicine medicine, drug prices artificially high, the wind of kickbacks, and so on and so forth, in the final analysis, is the government for the medical services, including medication, the result of comprehensive price controls. Sum up a word is "tube, give less" : the government had a monopoly on medical price controls indirectly; Medicine for medical system of public hospitals is not public; Bidding to become drug monopoly umbrella; Medical resources too concentrated, large public hospitals lack of effective competition; Similar varieties of excess brought vicious competition; Commercial bribery common tolerance and lack of regulation and so on. Since is the system problem, you must be a variety of means should, in the few years the government has also spare no effort to launch a series of health care policy --
Parts of these measures throughout the country has achieved significant results, fujian, hunan and other places a number of medical personnel of unemployment, even turned is witness. But the overall efficiency of health care reform also is far lower than the speed of health care costs down, the CCTV dense reports more like to the original signal to vested interests trump.
CCTV reported what signals released?
01 > sanming reform mode will promote at the national strength;
02 > tender strength increase, prices sharply lower trend accelerated;
3 > accelerate the classification diagnosis and treatment, public level 3 is the key;
04 > by zero price difference, to reduce the medicine accounted for policy, promoting prescription outflow, reported Chinese patients account for 40% of the total medical expenses and expenses for medicine, but only 10% of British and American countries, from system implemented on medicine separation, cut off the profit chain, to return to the market competition is the inevitable trend of pharmaceuticals,
05 > public hospital system of cold winter is coming, there is skill of doctors would leave system, so as to promote the development of private medical institutions;
06 > hospital drugs reduce the share, the traditional hospital medical representative could usher in a new tide of unemployment, some representatives of transformation.
Where does that leave medicine man?
Complain to complain, since can't change the trend, it can only keep up with the trend. As the bidding process in printing.if lost sign, abandon standard, the price linkage, public hospital hospital medicine proportion reduced, medical insurance fee to tighten, promote the implementation of its policies, such as grading diagnosis and treatment in public hospitals must not funny, how to do?
- the answer is "outside the market".
"The market" also called "the courtyard outside the market", currently including traditional retail pharmacies, the third terminal, civilian battalion hospital; New markets including sales pharmacy, DTC, Chinese medicine outpatient pharmacy. Such market of oral drugs is particularly suitable for chronic diseases, such as tumor, cardiovascular products. "Courtyard outside the market" and "in the market" in addition to different channels, sales also have significant changes, from service doctor transition services both doctor and patient.
"Markets outside the school" has the following advantages:
1, comply with the national policy, medical eventually break up. Report clearly pointed out that Europe and the United States accounts for only 10% of the total health expenses, drug expenses public hospital in the future, except the performances, drug control, and five hospitals will return to the nature of medical treatment, and the price is determined by the market, the national development and reform commission in 2015 to cancel government drug pricing is the solid first step.
2, shorten the circulation, lower drug prices benefiting the people. As drug sales, network without marginal, transmission is fast, convenient, low cost advantage, will gradually break the original bidding at the provincial level, the situation of monopoly price, drug prices will be as transparent as a department store in electric business platform.
3, improve service levels, in patients with fill in patients with "no cure" level requirements. Patients registered, queuing for hours can only get a few minutes to consulting and patients due service can't meet, in addition, a lot of disease is closely related to the usual diet, exercise, health care, the patients left the hospital rehabilitation stage of "no cure" need more guidance, "sales outside the courtyard" there are a lot of space on the patients with service.
4, improve drug turnover, grab the opportunity. "In the market" prescription drugs from the factory sales must go through the tender to the hospital, the hospital development, the turnaround time of access restrictions medicines, "courtyard outside the market" to simplify the link, shorten the time of entering the market, service, win the market.
At present, the domestic many famous enterprises has pioneered courtyard outside the market, such as sig, red sun, tasly and other large enterprises have completed preliminary layout. Hospital courtyard outside in addition to comply with the policy transformation, the most important is through the "courtyard outside the market" service "C" patients, grafting, large derivatives to health, and the big health has infinite possibilities provided by the market. As people living standard enhancement, from treatment to prevention and health care is the inevitable trend, European and American of the national health industry is the pharmaceutical industry a few times, and China has just started.
How to operate the "courtyard outside the market"?
"Courtyard outside the market" operating outside one of two ways: self-built and cooperation, and large enterprises usually self-built platform operation, small and medium-sized enterprises and large enterprises and individual medical people chose grafting or cooperation, borrow boat out to sea. Select points for products and companies outside the court in one sentence can be summarized as: high performance/price ratio, and the effective security, resource platform for professional strong!
1 effective
Good curative effect, patients with word of mouth is the precondition of propaganda, is also the foundation of slow patients long-term use, along with the reform deepening and patients consciousness enhancement, the so-called tiger balm products will down the altars and curative effect of good public praise good products will become the evergreen tree.
2 safety
Outside is not in the hospital, there is no corresponding emergency measures, the drug safety requirement is high, the best is a mature products and exclusive varieties, the so-called good news goes on crutches, bad news travels fast.
A high performance/price ratio, and 3
Product best as part of the "high value", "high price" to promote early market; "High value" for patients in drug manufacturing costs and rising prices have been falling, only shorten the intermediate links and increase the efficiency of personnel to solve, courtyard outside the markets by not reduce of circulation, such as bidding into court to control costs, the savings to the people, win the patient is to win the market.
4 resources
Mainly including people, money, content. "Outside the market" hospital has more researchers, wide area, the characteristics of early need more channels, sales and marketing personnel; Sales model in the early period of the transformation into need substantial financial resources as the support; The content mainly refers to the follow-up product echelon.
5 platform
"Courtyard outside the market" for drugs enters sells saves the more demanding, need special platform for registration, control, query, at the same time to ensure that the platform of security.
6 specialized
Courtyard outside the market running and terminal river closure is more serious, operating varieties best for exclusive and specialty products, professional academic matching requirements, at the same time also require specialized service personnel, fill "no cure" in patients with stage of the requirements and guidance.
At present, the author learned that red sun pharmaceutical's lung cancer treatment specialist pharmaceutical products "clear lung fights pill" and sig Internet direct marketing are all in the courtyard outside the market has achieved good results.
conclusion
In 2017, we ushered in the "year of reform the key", rather than passively waiting for the market, be inferior to proactive, layout early, early benefit. But the layout of the "courtyard outside the market", participation is not achieved overnight, need to have a process, don't wait for the court to play, to do courtyard outside the market, then I'm afraid of similar products have already finished layout, again want to squeeze into, flowers will cost many times now.
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