[Transfer] 2 million medicine representatives, is there a future?

Source: Sai Blue/Road

01

Once the glorious history

In 1918 more than a century ago, Lilly Pharmaceutical Company opened its office in China in Shanghai. This is the earliest Chinese professional memory that records medical representatives.

In the early 1980s, foreign pharmaceutical companies accompanied the spring breeze of reforms to enter China one after another. However, due to the reform and opening up at that time, there was a huge gap between the domestic medical level, medical concepts, manufacturing, and corporate management.

In order to achieve profit growth in China as soon as possible, foreign companies have begun to focus on cultivating a group of local localized high -level manufacturing and marketing management talents.

After that, foreign -funded enterprises began to recruit and select a group of outstanding clinicians as medical representatives. At that time, the medical representative was a respected and popular foreign buying work holding foreign currency salary.

When our representative went to the hospital to make a product conference, we received a banner of "Welcome to the National XX Pharmaceutical Company to communicate with our hospital" at the entrance of the famous three hospitals in the country.

02

Today's career status

Time has more than 30 spring and autumn, and domestic pharmaceutical representatives have increased from 0 to more than 2.6 million today. While actively promoting the development of China's pharmaceutical industry, pharmaceutical representatives are the same as other emerging development industries. The risk of irregular behavior and increasing quantity has occurred.

In recent years, with the continuous advancement of "Healthy China 2030", the zero -difference price of medicine, group paid related to disease diagnosis, and the gradual implementation of national drug collection, the reform of the medical system has also entered the deep water area, which also means that the management of pharmaceutical companies' management Models and personnel layout will also change.

The transformation of the existing marketing model, the reorganization of the organizational structure, the adjustment of the fiscal and taxation system, and the construction of the compliance system will become the four major strategic propositions that the enterprise needs to face.

What does adjustment mean? It means that enterprises must re -position the product line to clarify their competitive advantages, and then re -select and separate the market on this basis to sort out the management layout of new pharmaceutical market personnel.

In the future, enterprises should pay attention to both drugs and comprehensive benefits of patients. They must pay attention to the safety of drugs and good economics. Only enterprises with such products can medical representatives are the most popular doctors.

As of 2021, there were 110,000 medical representatives in the United States, and 53,000 in Japan in the second largest pharmaceutical market. Based on market potential, product innovation index, doctors and representatives, and domestic policies, the author's demand for medical representatives should not exceed 230,000 people. If considering the application of artificial intelligence in the field of pharmaceuticals in the future, it will be reduced by another 1 /4 people.

So where the existing more than 2 million people go, and there are very brutal topics in front of medicine representatives.

03

How can the future of pharmaceutical representatives choose?

The author believes that medicine representatives have such a few choices in the future:

1. Transfer to the government regulations and affairs department or clinical registration research department: The growing innovative products will require more professional talents to do a good job of product registration and policy market access before listing, that is, to explain the policies and regulations issued in detail to the company The specific content and spirit make each department have an objective and clear understanding and judgment on policies to avoid stepping on thunder. In addition, in terms of accelerating the listing process and reducing financial losses, this position can also play an inestimable role. This will be a highly professional scarce talent.

2. Entering retail and e -commerce administration companies: The current ranking of Ali, Meituan, JD.com and other companies are involved and expanded the management of pharmaceutical e -commerce platforms. The trend of intelligence and polymorphism will gradually become prominent, apply new technologies, extensively layout online and offline, improve the supply chain, and enhance competitiveness and share will be the main development direction of the industry.

3. Joining the Internet Hospital Platform: The application of online diagnosis and treatment of Internet hospitals can save patients' repeated examinations, go out for medical treatment and misuse costs, and have the advantages of flexible consultation time and online evaluation mechanism, which improves the patient experience. The Internet construction platform usually has the advantages of strong innovation awareness, free management mechanism, and diversified cooperation methods. If Internet hospital companies have accumulated a large number of doctors and patient resources in online services, it will be a huge business opportunity in the future.

4. Analysis of digital system: Establish a complete set of analysis systems for customers and products and channel services. Can solve the fast and precise matching subjects in clinical experiments, accurately find customers in the promotion of new drugs, push for targeted articles by virtual medicine representatives, Digital production and supply chain Internet of Things prescription circulation platforms, etc. The problem.

5. The field of big health: With the development of the domestic economy, people's health awareness and demand have grown rapidly. The large health industry is an emerging industry with huge market potential, including OTC products, health supplies, nutrition foods, medical devices, health equipment, leisure, leisure, leisure Fitness, health management, health consultation and other many areas that are closely related to human health.

6. Medical and Aesthetic Industry Chain: The huge development space of the medical beauty industry is self -evident, including upstream industry information service providers, medical beauty APP, medical beauty insurance, middle reaches of raw materials, instrument equipment, medicine and auxiliary materials , Downstream medical beauty institution itself.

7. Insurance industry: Medical representatives have many advantages in entering the insurance field. Its professional promotion behavior and systematic market thinking, rich medical -related mid -to -high -end customers, can also be a healthy wealth planner in the insurance industry, and so on. The behavior of medical representatives needs to return to the true. In the future, medical representatives are not only the first -line executors of academic promotion, but also to master market analysis, tool use and integration capabilities. New talents of "3M" are still high -efficiency communication with innovative agility, efficient execution, and high pressure capabilities.

In this era of rapid changes, the pharmaceutical representatives are very necessary to consider the future of career development while maintaining self -renewal and enlarged vision.

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