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2019日子难过,医药行业四大难!

发布日期:2019-01-22 作者: 点击:

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来源:珍立拍

作者:Dr.2


GANGGUOQUDE2018NIAN,DUIYUYAOQILAISHUO,RIZIBUSHIHENHAOGUO。



  • 国家公布《中华人民共和国监察法(草案)》,监察法规定了对公职人员的严格监察。


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  • GUOJIAWEIJIANWEI、GUOJIAYIBAOJU、SHICHANGZONGJU、GONGANBU、DENGJIUBUWEILIANHEYINFA《2018NIANJIUZHENGYIYAOGOUXIAOLINGYUHEYILIAOFUWUZHONGBUZHENGZHIFENGZHUANXIANGZHILIGONGZUOYAODIAN》。


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YISHANGDEZHUANGZHUANGJIANJIANDOUSHIYAOQIFAZHANYUJIAJIANNAN,ER2019NIANCAIGANGKAISHI,GUOWUYUANBANGONGTINGJIUZHENGSHIFABULE《GUOJIAZUZHIYAOPINJIZHONGCAIGOUHESHIYONGSHIDIANFANGANDETONGZHI》,JIANGDAILIANGCAIGOUZHENGSHILUODI。SHEIDOUBUZHIDAO,NAYICIDEZHENGCEHUICHENGWEIYAKUAYAOQIDEZUIHOUYIGENDAOCAO。

 

日子就算再难也还是要过,药企现在究竟有哪些痛点?该如何解决问题?Dr.2总结了四点,供医药行业朋友们一起探讨。

 

01

SHICHANGKAITUODETONGDIAN

DAILIANGCAIGOUHOU,DALIANGYAOQICHANPINWUFAJINYUAN,HENDUOCHANPINDEXIAOLIANGHUIZHIJIEGUILING。JISHIJINRUJICAI,YEKENENGSHIFUMAOLIZHONGBIAO,SHOUJIAJIANGDAOZUIDI,JIDADIYASUOSHICHANGTUIGUANGFEIYONG。YINCIBUGUANJICAISHIFOUZHONGBIAO,DUIYAOQILAISHUODOUSHILIANGNAN,YAOQIJIXUTONGGUODUOQUDAODEFANGSHIKAITUOSHICHANG,HUODEGENGDUOCHANPINXIAOSHOU。


对药企来说,有两个需要思考的问题:

①如何新增医院或新增零售市场的开拓?

②如何对存量医院和原来市场进行潜力挖掘?

 

02

DIQUSHICHANGGUANLIDETONGDIAN

WULUNSHIDAILISHANGHAISHIZHIYINGDAIBIAO,YUANLAIDEYINGXIAOFANGSHIJUNYIXIAOLIANGKAOHEHEFEIYONGHUIKOUWEIZHU,ZHONGYANGSHICHANGBUDUIGEQUYUSHICHANGDAILISHANGHEYIYAODAIBIAODEYOUXIAOGUANLIBUZU,ZHONGYANGSHICHANGBUDEHENDUOJUEDINGHEHUODONG,XIAMIANGENBENBULIBUCAI,WOXINGWOSU, ZHENGTIDEXUESHUXINGHUODONGKAIZHANYEFEICHANGKUNNAN。

 

SHOUDAOMUQIANDEHEGUIZHENGCEYUZHENGJULIANJIANGUANDEYINGXIANG,CHUANTONGDEYINGXIAOMOSHIBUDUANSHOUDAOTIAOZHAN,DAJISHANGYEHUILUDELIDUYUELAIYUEDA,QIEZAILIANGPIAOZHIYIJIDAILIANGCAIGOUHOU,QIYEBEIPOJIANGDIZONGHECHENGBEN,JINXINGXUESHUYINGXIAO。WEILAIBIXUYAOSHULIZHONGYANGSHICHANGBUDEQUANWEI,ZHIXINGGEZHONGHUODONG,BINGHUODEGEQUYUDEPEIHE。


药企需要考虑以下两个问题:

①在新推广形势下,中央市场部如何加强对各地市场的控制?

②如何形成新的营销模式,用于简便有效管理学术推广的证据链,并高效地进行数据考核?


03

DICHENGBENYINGXIAODETONGDIAN

随着国家反商业贿赂、两票制、医药代表管理制度等政策的不断出台和完善,医药代表进院越来越难。在4+7带量采购模式下,中标产品的极低售价使得药企必须大幅度压缩市场营销费用,医药代表会被大批量裁员;非中标产品或者中标产品的跨品类竞品,由于无法进院销量会锐减,也要被迫跟随削减推广费用,并对医药代表进行规模裁员……


在这样的背景下,药企需要思考这些问题:

①药企如何进行低成本营销?

②如何前期布局以应对带量采购?

③如何为处方外流做准备?

 

04

YISHENGGUANLIDETONGDIAN

SHOUZHIYUSHICHANGFEIYONGDESUOJIANHEZHENGCEDESHOUJIN,YAOQIXUYAODAFUDUJIEYUECHENGBEN,WUFAZAIJINXINGDAIJINXIAOSHOU,YIYAODAIBIAOYEJIANGBEIPILIANGCAIYUAN,DANYAOQIYIJIUXUYAOJIAQIANGJIAQIANGDUIYISHENGDEGUANLI,RANGHUANZHEHUOYI,RANGXIAOLIANGTISHENG。TONGSHI,SUIZHEFENJIZHENLIAOZHENGCEDETUIJIN,YAOQICHANPINXUYAOXIACHENDAOSANSIWUXIANCHENGSHIHUOJICENG,FANERXUYAOFUGAIGENGDUODEYISHENG。

 

一方面需要裁员,一方面又需要更多人手去管理医生,对药企来说,是相互矛盾的两难境地。对此,药企需要思考这些问题:

①如何通过学术合规的方式与医生维持更稳当更长期的关系?

②如何通过医生更好地服务患者、提升患者满意度、提高患教质量和触达效率,最终提升品牌形象和销量?



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