Many pharmaceutical representatives were "interviewed"

Source: Saibailan/Wang Yi

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Many hospitals "interview" medical representatives

According to the WeChat public account of the "Jiading District Central Hospital", recently, the Jiading Branch of Renji Hospital held a 2022 annual collective integrity conversation conference. More than 300 supplier representatives including equipment, equipment, infrastructure engineering, and third -party services have participated in online and offline conferences simultaneously.

Xie Yuelin, secretary of the hospital party committee, emphasized at the meeting that the carrying out collective integrity of suppliers is an important measure for the construction of the hospital's party style and clean government and the construction of a customs.

Sai Bolan combed found that in recent times, many hospitals are "interviewing" medical representatives.

For example, according to the WeChat public account of "Shaoxing Shangyu Second People's Hospital", in order to further regulate the marketing behavior of drug suppliers, Shangyu Second People's Hospital gave collective integrity on 8 pharmaceutical representatives; according to the "Guangxi Medical University First Affiliated University Affiliated University Affiliated University Affiliated University In the "WeChat public account of the WeChat public account, the First Affiliated Hospital of Guangxi Medical University also held a collective integrity interview and warning education meeting on representatives of pharmaceutical and medical device supply companies in the inpatient building.

This kind of "interview" is not an occasional incident. Previously, the Second Maternal and Child Health Hospital of Nanning organized a seminar on the reception of a medical representative. , Create a hospital's clear purchase and sales environment.

Zhao Jiazhen, director of the market director of Chongqing Doputai Pharmaceutical, told Sai Boban that in recent years, hospitals in many provinces have held conferences similar to medical representatives. This "interview" must have a certain deterrent effect on medical representatives.

"However, I think that most of the medical institutions' interviews'" interviews', most of which are typical, which also requires enterprises to do a good job of the medical representative filing system, otherwise the consequences will be very serious. "

A few days ago, the Hubei Provincial Pharmaceutical Bureau issued the "Notice on Further Strengthening the Governance of the Infrastructure in the Field of Drugs", which clearly stated that if the medical representative was not completed before September 30, it would be rejected by all medical institutions.

With the implementation of the medical representative filing system, medical representatives without academic promotion capabilities are gradually being eliminated.

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The full video supervision and the "blacklist" of medical representatives ...

Medical representatives and pharmaceutical companies have clear responsibilities

In addition to the hospital interviewing medical representatives, the reception process has been recording throughout the process, the medical representatives are strictly prohibited, and the medical representative "blacklist" and the medical consumable tracking monitoring and early warning mechanism have all become clear regulations. Management.

According to the WeChat public account of "Wenzhou Longwan District Traditional Chinese and Western Medicine Hospital", the hospital has formulated the "Regulations on Regulating the Management of Focusing File of Medicine, Equipment and other suppliers such as medical and equipment", which requires suppliers Settlement point, setting personnel. The reception room must be installed to monitor the camera, and the reception process can be recorded throughout the process. It is strictly forbidden to enter the department privately to enter the department and rush to the door at will.

The Yishi City Hospital of Xiangyang City, Hubei Province issued the "Medical Representative Visiting Level and Management System". Through online appointments, supervisors participating in reception, and full recording and video, the medical representatives "blacklisted" and medical consumables tracking monitoring and early warning mechanisms.

Although different places have different requirements for visits in the hospital, strict monitoring is always inseparable. At the same time, under the filing system of the pharmaceutical representative, the personal behavior of the medical representative is closely linked to the corporate responsibility. When the medical representative has improper behavior such as bribery, it is difficult for related companies to blame.

Zhao Jiazhen believes that the medical delegation is mainly formed by the manufacturer. Once the adverse incidents of bribery and bribery occur, the manufacturer's joint responsibility will be very serious. Specific to each province, in fact, there are some related policies. When the number of violations reaches a certain number, corporate credit will inevitably be affected.

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Will the medical representatives be replaced in the future?

At present, on the one hand, medical representatives are facing continuous high -pressure compliance requirements; on the other hand, with the reduction of enterprise sales costs, the medical representatives also face unemployment pressure in the background of streamlined personnel.

The above person said that under the normalization of collection, drug prices decreased, corporate profits decreased, and personnel streamlined were quietly occurring.

For example, a well -known pharmaceutical company 2022 semi -annual report shows that it is further streamlined sales personnel, continuing to reduce sales operation costs, and improve sales operation efficiency. During the reporting period, sales staff decreased by more than 2,300 people.

It is worth noting that in the 2021 annual report, a well -known pharmaceutical company has stated that in order to further reduce the cost of sales and operation and improve the efficiency of sales operation, their sales staff were optimized from 17,138 at the beginning of the year to 13208, and the personnel optimized nearly 4,000.

At the same time, the virtual pharmaceutical representative, as a new thing in the pharmaceutical industry, is accelerating development. There are even more voices in the industry that virtual medicine representatives will replace pharmaceutical representatives.

In this regard, Zhao Jiazhen believes that virtual medicine representatives are unlikely to replace real medicine representatives.

It believes that at present, the marketing methods provided by virtual medicine representatives are mainly to change the tools and channels, that is, to move some offline academic promotion behaviors to online to better reach the target customers, but the core competition of the medical representatives Power is actually a customer relationship.

"I think the relationship between customer love includes the establishment of trust with doctors. This includes medical representatives to do offline visits. Without the foundation of customer conditions, in fact, many subsequent academic promotion work cannot be completed, so realityMedical representatives still have a lot of room for survival. "" Golden Nine Silver Ten ", the adjustment of personnel in the pharmaceutical industry has never been small. For medical representatives, it is necessary to continuously improve their academic ability and grasp the opportunity of job hunting.

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