Medical network on August 9 - recently, guangdong continuously released we will deepen reform of the medical and health system in 2017 in guangdong province key tasks notice "guangdong province further reform and improve the use of policy implementation plan for producing and distributing medicines notice implementation scheme of construction and development of guangdong province to promote medical association notice three important documents, etc. If guangdong reform enters deep water, it is sure to change the current market pattern, so how should pharmaceutical companies respond?
Substantive advancement
The author thought that the government of guangdong province three reform documents issued by the dense, will produce a great impact on the guangdong market in the future, from the overall work deployment, national key to promote the reform measures of guangdong basically in substantially promote, for example: two votes, medicare payments, such as clinical pathway.
The first is the hospital use structure. Public medical institutions were cancelled on July drug addition, the next step in guangdong to amount of platform will change the netting purchase way, USES the many kinds of model of combination of couplet of medical form, its fundamental purpose is the execution of the zero rate, on the basis of balancing, health control, rational drug use. The drug purchase of various medical medias is bound to have a second price, which will have a great impact on the price system and market access of the products.
It is more noteworthy that the shenzhen luohu hospital group appears in the release of the medical reform document, which indicates that the model has been recognized by the provincial government. And after Beijing, Shanghai and other formed around the hospital group, luohu district the hospital group reform will be involved in the true sense asset level hospitals within the limits of regional integration, the precedent in domestic. The group will set up 9 centers, such as imaging diagnostic center and inspection center, to carry out the unified management of human property. At the same time, luohu district has abolished district hospital system and established organizational structure according to modern enterprise management. These six hospitals are essentially integrated into one. This close medical couplet body not only in form, in the policy Settings on both the interests of organizations and individuals, organizations and individuals have power to promote the medical couplet body, have the power to control health care costs.
In medicine, file puts forward to reform the current system of basic medicine, medical insurance directory also apply to the grassroots, basic medicine catalogue will gradually withdraw from the historical stage, but in the couplet of the medical cost is the major premise, does not mean that how big the market capacity growth. At present, the new version of the national medical insurance directory, many at the grassroots level using occupy a certain share of products are used by "limit level 2 above, the primary market pattern will be rewritten.
In addition, the guangdong province further reform and improve the use of policy implementation plan for producing and distributing medicines notice referred to in the system of hospital pharmacists always hope pharmacists play to the role of the reasonable and charged fees, take the lead in reform at or above the provincial level file defined the responsibilities of prescription comment on the subject. Under the current system, the hospital pharmacist is unclear, the administrative department of legal status is not high also influenced the development of the work, if recent travels to release the pharmacist act, position and role of the future medicine industry will be greatly improved.
The introduction of GPO drug procurement mode will also accelerate the adjustment of guangdong drug market. Who once GPO contentious industry of shenzhen, shenzhen development planning commission with the "three guarantees" to respond, heralding the GPO adjustment was basically completed, from the point of some market feedback information, GPO execution gradually into orbit, the net be the first choice of the public medical institutions. Guangzhou's next step will be to combine the implementation experience of GPO in shenzhen and purchase the GPO in accordance with the GPO. Regardless of the success or failure of GPO, the price reduction is real.
The market response to the
As the province with the highest market capacity in the provinces, the guangdong market is self-evident to every manufacturer, and how should enterprises respond to the next step of reform? The author believes that the following eight dimensions should be considered.
One is the sorting of the price system. The second price of medicine under the medical association has become the norm, and it is likely to be a drastic price reduction requirement. Therefore, it is important to replan the price system of the product and determine the lowest price that can be weighed. The current hospital purchase price leads to the whole body, the future or will present a national game of chess.
Second, assess market value. Conduct market assessment at the county level, municipal level or district level for each terminal, and clear the focus of the current market. When prices are strategically chosen, it is important to know which markets are not to be lost, and which markets can choose to give up for the sake of the whole.
The third is management system planning. In the whole province, the market management is easier to plan or unify. After the implementation of the medical association, the previous market pattern will be broken. Units of couplet of the medical market management how to divide responsibility, especially for the proxy pattern, such as secondary bargaining who authorized to do, authorized to have interest Settings, and so on, must have a clear plan, of course, is the division of responsibilities and interests.
The fourth is the preparation of the team configuration. In the future, the procurement of the body of medical association is likely to occur in more than a dozen regions or medical medias at the same time, and the emergency situation may be much more. Enterprises must consider whether the team can handle in advance, to prepare what emergency measures, operation process how to revise, to ensure foolproof, after all, some subtle technical error lead to abound.
The fifth is the business channel planning. At the end of 2017, it is urgent to fully implement the two-ticket system and the construction of the provincial distribution channels.
Sixth, financial compliance cannot be ignored. To increase under the background of the camp, the proxy pattern generally perform commission system, according to the usual sales scale, estimates on the financial form of compliance can be fully processed, if not, the product structure with "core" for the principle how to adjust it.
Its seven is marketing. At zero rate, purchasing price, health care, prescription reviews and macro-reforms, extrusion under multiple clinical pathway management policy, how to marketing, has become a gap had to overcome. The author believes that the first step is to examine whether the "hardware" of the product meets the requirements, and whether there is sufficient clinical evidence (path, guidance, consensus, evidence-based medicine) to gain market access. Product terminal promotion must be accurate, machine gun type of indications, drug across departments will have no market, only according to the product characteristics, accurate positioning on the most benefit in patients with clinical use indications. Of course, the promotion of medical representatives must change to the compliance, which is the only way for long-term stability.
Finally, it is the growth of the primary market. Facing the primary market reshuffle, the new state directory or additions to the provincial health care products, if there is no limit level 2 above hospitals use, and the product price, indications and other characteristics suitable for grass-roots market sales, so the primary market will be the next big growth point. |
