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| Medicine represents four major changes in the present!Who would become a hot property? |
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| Author：中國銘鉉 企劃部 Release Time：2017-8-31 10:24:14 Number Browse：736 |
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Medical network - August 31 August 24, Shanghai food drug administration announced the trial measures for management of medical representative registered in Shanghai (draft) "(hereinafter referred to as" draft ", similarly hereinafter), as a representative of the first in the country to require medical information for the record the reform of province and concerned by the industry.
The publication of the solicitation notes means that the medical representative prepares for a national push, and the industry should deal with it early.
A medical representative is no longer responsible for sales
According to the draft definition of Shanghai, a medical representative is on behalf of the pharmaceutical production enterprise engaged in drug related professional information, communication, feedback, imported drugs total agents, in the marketing authorisation holder is engaged in the related work of specialized personnel also belong to this category.
In addition, a medical representative work content is responsible for formulation of drugs (focus on new drugs) academic promotion plan and scheme, drug related message to medical personnel, to assist medical staff rational drug use, collection, drug clinical use, adverse drug reactions information feedback, etc.
Medical representatives no longer assume that sales functions have been mentioned in multiple policy documents in the country, and the Shanghai solicitation draft is once again expected to be expected.
The academic promotion activities of medical representatives in medical institutions will be carried out according to the relevant reception management regulations of the municipal commission of health and family planning.Based on August 17, 2017, the Shanghai health development planning commission issued "on strengthening the systematic construction of pharmaceutical products kickbacks governance", to strengthen medical institutions pharmaceutical production enterprise reception management and regulating the behavior of medical representatives, requirements, in accordance with the "armed with" (time, place, personnel, on record), improve and strictly enforce the medical institutions internal receiving a medical representative processes;We will strengthen the internal inspection system, strengthen the technical and defense monitoring, and find out the medical representatives in time and place in time.
The management of the two medical representatives falls on pharmaceutical companies
The biggest response to the industry is that "the registered information of the pharmaceutical representatives in this municipality is responsible for the audit, entry and the authenticity of the registered information".From the literal meaning interpretation, a medical representative only belongs to the pharmaceutical industry enterprises, the agent of imported drugs always and marketing authorisation holder, and Sales business, agents and CSO (Contract Sales Organization, Contract Sales Organization) excluded outside the main body of the outside.
So, should the sales and management companies, agents and CSO's medical representatives not be required to file?
Pharmaceutical companies sell product rights or products to sales operators, agents and CSO. Pharmaceutical representatives under these organizations must file in the name of pharmaceutical companies.
Medicine on behalf of the registered items, including a medical representative name, gender, id card number, education level, working years, contact phone number, and name of the pharmaceutical production enterprise, industrial and commercial residence, legal representative name, etc.The medical representative registers information, except the id number and the contact number, the other can be made public through the website.
Generally speaking, the representatives of the sales and management companies, agents and CSO are not only responsible for the products of a pharmaceutical company.After the implementation of the preparation, the information of each representative responsible for what products is basically public.The implications for marketing team have part-time behavior on behalf of the biggest, the delegates ever secretly affiliated under sales business, agents and CSO is responsible for other enterprise products, after the information was made public, part of a medical representative grey income will be reduced.
It is worth noting that Shanghai is also ready to adopt a "one-siding system" : for medical representatives with poor records, the registration number will be cancelled.If a drug manufacturer has a bad record or has a bad record of 5 persons or more in a year, the information of all medical representatives of the enterprise shall be cancelled.
The "sitting system" has greatly increased the marketing risk of the agent manufacturing enterprises.Production concerns are likely to be held back by CSO's pharmaceutical representatives (if it is not in compliance with the company's products).And medical representatives worry that even if the product they are responsible for is in compliance, they will be seated for other product groups that do not comply.After all, most enterprises are only at the conceptual level for "compliance" and do not really establish the corresponding management system for implementation.
"Compliance" would force past agencies of domestic manufacturers to establish management standards for internal medicine representatives, rather than disclaimer the market to agents as before.
In the past, production enterprise is not liable agent management of commercial bribery: production enterprise is responsible for the sales costs to the agent only, for the agents to get the cost of sales of commercial bribery, after basic cutting production enterprises.
Once the system of Shanghai is implemented, the production enterprises will establish a management system for medical representatives, and they will spend relevant management costs to strengthen the management of medical representatives.The author believes that this is why Shanghai insists on producing enterprises to be the main reason of the subject.
Compliance, enterprise want to gain advantage in competition, must improve pharmaceutical representatives into productivity, namely to improve in every medical representatives compliance visit efficiency of the communication efficiency and product promotion.Medical representatives with high communication efficiency and high conversion rate will be popular in the short term.
The responsibilities of the three medical representatives are mainly academic promotion (refer to Japan CSO)
The work of CSO in Japan is mainly to undertake the marketing planning of products, recruit suitable medical representatives according to the planning content, and train and evaluate medical representatives according to relevant indicators.Pharmaceutical representatives also undertake the simultaneous management of drug production enterprises and CSO.
Domestic medical representatives have finally followed the global trend and are no longer responsible for pharmaceutical sales. Instead, they are responsible for the academic promotion of drugs.In this case, the medical representatives can be referred to the five main work of the pharmaceutical representatives in the Japan CSO organization to predict the evolution of the job responsibilities of the pharmaceutical representatives in China under the strict supervision of commercial bribery.
The main work of the Japan CSO organization for the assessment of medical representatives
1. Provide up-to-date medical literature and other additional services;
2. Collection of case reports;
3. Organizing academic promotion, management support of academic promotional materials;
4. Timely provide accurate product information, product related hot topics and academic conference highlights;
5. Visit the doctor, offer effective communication strategies, and have strict visiting rules.
Japan's CSO organization and drug companies regularly conduct regular or irregular training for medical representatives, and the Shanghai consultation also has relevant requirements.It is expected that the golden age of the relevant training of pharmaceutical representatives will officially come, and the main clients will be new CSO and various drug agency companies.
Change four visits are limited, and the marketing expenses of the compliance era will become more and more transparent
If a medical representative cannot contact the doctor's rules strictly enforced privately and drug manufacturers or the CSO enterprise medical doctor education channel Marketing Department will be the overall planning, regional CSO is more auxiliary action indexes of execution.Drug marketing has entered the era of "doctor education".
The current compliance doctors, education, are mainly organizations such as the medical association and the physicians association, whose fees are open and transparent.With the "two-ticket + business reform" and strict internal revenue monitoring, the more and more transparent market promotion costs means that the sales of medical representative cover fees are also increased.It also means that domestic companies' profit margins are becoming more transparent, and the inflated price of drugs will be "squeezed out" and commercial bribery will be blocked.
The cost of CSO for drug companies will likely become pure service, as in Japan.For example, literature search, providing the latest medical literature services related to products for doctors;Collection of case reporting services, accompanied by reminders and auxiliary case writing services;Organizing academic promotion conference services;According to different regional doctors, the corresponding academic promotion information services are designed.The management of medical representatives from results-oriented to process management means that the overall performance appraisal system for medical representatives should also be significantly changed.
Looking forward to > > >
CRM (Customer Relationship Management, the enterprise to manage Customer Relationship tool), a medical representative training, communication with high efficiency and high conversion sales of medical representative in the short term will be the industry's main solution.
"Compliance" is essentially against commercial bribery, the pharmaceutical industry in the future is expected to explore the existing Internet + outside of the traditional marketing mode, multi-channel marketing the new marketing mode, to deal with the declining of expenses for medicine and the contradiction between the increasing costs of manpower.
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