[Transfer] When the National Cai is in progress, a large number of pharmaceutical companies must catch this market

[Transfer] When the National Cai is in progress, a large number of pharmaceutical companies must catch this market

Source: Sai Bailan/Dong Zecheng

The seventh batch of national collection is positive, which affects the hearts of countless pharmaceuticals. The emergence of new prices means that there are another group of generic drug prices falling, and a group of pharmaceutical companies are facing a situation where it is difficult to make profits and even difficulties in survival.

How does an imitation pharmaceutical company spend the current difficult period? The author believes that the development of a firm outlet market is the best choice for generic drugs.

01

What is an extra market?

The outer market is a new word that has only appeared in recent years. In a word, it is explained that the outer market is a market that is not covered by national medical insurance. The difference from the quantitative market is that it covers a larger face. The market only indicates that the market with quantity is expressed, and the market is also covered by medical insurance.

From a more professional perspective, we carefully analyze the specific connotation of the outer market.

The author has suggested that the "three major terminals and six markets" have been gradually changed to become the "four terminals and nine markets." The specific market is divided as follows:

The first terminal, the public hospital market. Including urban public hospitals and county hospitals;

The second terminal is the pharmacy market. Including physical pharmacies and online sales terminals;

Third terminal: public primary medical institution. Including community health service centers and township health centers;

Fourth terminal: private medical institution market. Including private hospitals, private clinics, and village clinics (non -public parts).

This division method is compared with the previous comparison. In addition to adding a market and three terminals, the online pharmacy of the second terminal has been modified to "online sales terminal", which caters to the current hot pharmaceutical online sales channels. More in line with reality.

In this, the first and third ends are internal markets.

The second terminal includes internal and outer markets. With the implementation of the dual -channel policy and the opening of online medical insurance payment, both physical pharmacies and online drug sales are part -time. In fact, in recent batches of national mining, some medical insurance and pharmacies have participated in the report. But overall, the second terminal is mainly based on the outer market, and the outer market occupies a large proportion.

The fourth terminal is also coexistence in the outfiginal market, focusing on the outer market.

Over the years, the trend of the sales flow of drugs has become more and more obvious. In the past, it was said that flowing to the outside of the hospital. Since not all hospitals enjoy medical insurance reimbursement, it was more accurate to use the outer market.

It is not difficult to see that in the four major terminals, the share of the nine major markets is high.

02

Why do you need to expand the outer market?

Everyone may still have an impression. Almost twenty years ago, the proportion of first terminal sales accounted for nearly 80%of the four terminals, and now it is expected to fall below 60%. This is mainly related to the changes and epidemic conditions of people's drug consumption habits and epidemic conditions.

The first is the policy. When the sales of drugs in the market in the hospital are too large, it will definitely bring related issues such as commercial bribery, medical insurance overdraft, and medical resources. As a result, the pharmaceutical policy has spared no effort to drive medicines.

Let's review the medical industry policies in the past two decades: "one product and two regulations", prohibiting doctors from prescribing, regulating the relevant regulations of Western medicine prescriptions, hierarchical diagnosis and treatment, the top three melting of hospital drug sales, "two -vote system", medical insurance dual dual medical insurance Channels, chronic disease prescriptions, collection of collection, etc., all lead to the flow of pharmaceutical flow.

In particular, the collection of mining policies has also limited the sales behavior of drugs in the market in the market.

Followed by the rise of new terminals. Twenty years ago, the number of pharmacies in my country was not as many as now, and grass -roots medical institutions have not completed the layout. Especially the online sales of drugs are zero. Twenty years later, the situation is very different.

On the other hand, the national level is increasingly cautious about the development of key public medical institutions. From the perspective of the health yearbook data released by the Health and Health Commission, the number of public hospitals in my country has not increased significantly in recent years. On the one hand, a group of state -owned enterprise hospitals are restructured; on the other hand, it may be related to the disadvantages caused by the excessive concentration of advantageous medical resources, and therefore have a hierarchical diagnosis and treatment policy.

The third is the development of new technologies that lead to changes in drug consumption habits. The people of the Chinese people have cured the disease and experienced the process of seeking sickness, going to large hospitals, nearby hospitals, small diseases and chronic diseases to search for online medicines. Especially the development of online consultation and online drug purchase, many people, especially many young people, have a habit of searching for minor illnesses first, and then ordering online. These have caused the intra -hospital market to shrink.

Finally, the epidemic has caused restrictions on people's actions, and drug sales are forced to turn to online and other special channels. Since 2022, the epidemic has continued to have a great impact on the pharmaceutical industry.

Since March, two large cities in Shanghai and Beijing have experienced the epidemic, which has had a great impact on pharmaceutical companies.

It mainly affects the restrictions on the diagnosis and treatment of medical institutions, limited patients, restrictions on medical practitioners, restricted sales such as colds, etc., and the incidence of some diseases has decreased year -on -year. These are also important reasons for the development of pharmaceutical companies to develop, especially online sales.

03

How to expand the outer market?

The first is the R & D side. It is necessary to develop some products that are suitable for out -of -market sales as soon as possible. Such as OTC products, oral preparations, products combining medicines, functional health products, etc.

In the past, pharmaceutical companies liked to develop injections. This was mainly because the injection was suitable for internal market sales and had high profits. After the collection, the most affected is the injection, and even the high -level foreign companies have been forced to participate in the national mining of the injection. The reason is that the injection can only be used in the hospital. In individual regions, there are even restrictions on the grassroots medical institutions. The development of some products that are suitable for out -of -market sales are of great significance for pharmaceutical companies to absorb the surplus sales staff. The OTC market and grass -roots medical institutions have always been suitable for people's sea tactics and can absorb surplus sales staff. In addition, the profit is not smaller than the market price of the tangible market is not affected.

My brother company has previously purchased an imitation drug approval, which was treated with premature ejaculation and was listed during the epidemic. Although the listing date is not at the time, the author has always been optimistic about the sales of this product. In the future, this product is expected to solve the basic salary of the company's personnel.

When I recently watched the generic drug project, the author also increased the attention of new products in this area. In this, some oral preparations developed by Japan are worthy of attention.

Everyone may not pay attention, in fact many pharmaceutical companies have already started the layout of the outer market. Emperor Pu'er tea Zhen is Tazhi. Yunnan Baiyao toothpaste sales of hundreds of millions a year.

Followed by the concentrated company resources tilted towards the outer market. Sort out the company's existing product approval, list the list of products suitable for out -of -market sales for classification, plan the key market for the development of products and potential products; create a non -hospital sales team; change the practice of traditional hospital sales, try to try, try to try Cooperate with new media and online marketing companies.

In short, due to industry policy -oriented, intensive development and epidemic conditions, generic drugs have been urgent to sell to the outer market. Related companies need to have a sense of urgency for the day and night, accelerate the pace of transformation, go to Malaysian market products as soon as possible, form an extra sales team to achieve profitability of the outer market. To do this, it may mean that companies have survived the difficulty period. Conversely, it is not optimistic.

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