Medical network on February 13 - face look at public relations management failure, the country's 3 million medical representative must be "turns", the new rules requirements shall not take drug sales, which means that the medicine representative compliance face a severe test. "This policy is good!" Guangzhou some specialized director told our reporter, in the process of pushing high drug prices, medical representative is important "handlers", "as the main part.
"On further reform and improve of the state council general office recently issued by the pharmaceutical production circulation use policy several opinions, clearly put forward a medical representative can only be engaged in the promotion, technical advice and other activities, shall not be responsible for drug sales, broken promises recorded in the personal credit record.
This newspaper reporters learned that in recent years, professional high risk and reputation is not good, plus money becomes difficult situation, a lot of medical representative "leave the nest" in succession, select thorough farewell to the pharmaceutical industry.
Recently CCTV "high commissions under high drug prices" survey reported that caused an uproar, reports showed some medical representatives with the "envelopes" send kickbacks to doctors. According to the report, the survey found a medical representative to get the commission is 10% of the drug prices, while doctors receive kickbacks is 30% ~ 40% of drug prices. Since some places rolled out relevant measures, some provinces who planning to order again, sales staff is not allowed into the diagnosis and treatment area is engaged in the promotion goods such as drugs, devices, medical staff shall not receiving the sales staff in the diagnosis and treatment area to promote sales.
Drug circulation factors driving up prices
And comments on the latest opinion is pointed out that Chinese pharmaceutical circulation, circulation disorder, the affiliated business, ticket money laundering, the prohibition of commercial bribery, pushing up medicine prices, corrosion of doctors, induced the emergence of excessive, expensive medicine. Clearly put forward opinions, feed the agency to strengthen the management of medical representative, build system of medical representative register put on record, the record information in a timely manner. Pharmaceutical representatives can only be engaged in the promotion, technical advice and other activities, shall not be responsible for drug sales, dishonest ACTS in their personal credit record.
In fact, before they ever released "the medicine representative code of conduct", clear medical representative is the basic function of "to doctors and medical institutions and drug scientifically, properly propaganda drug safety, efficacy, rational drug use; auxiliary medical institution to collect the introduction of drug adverse reactions, timely feedback to the production enterprise, puts forward effective measures and disposal methods, carefully to understand the clinical demand, provide scientific pharmaceutical care". Income criterion is put forward, a medical representative shall not be associated with the doctor prescribed amount.
The fact:
Many do not have relevant academic background, medical representatives without professional training
It is understood that the current drug distribution developed by the market, sales and distribution of three links, a medical representative belongs to the market segment, its main task is to provide specialized drug promotion for doctors. The personage inside course of study thinks, with the new medical reform deepening, the future market gradually standardized, professional medical representatives are expected to gradually compliance, get rid of the bad reputation.
Have a specialist told our reporter: "the reality is that many medical representative is a hiring sales people in society, their own do not have relevant academic background, has not experienced a strict professional training, pure is the use of so-called" hidden rules "in selling medicine." Deformity, he said, this is a kind of industry, under the premise of no "access", become who can do this, but also to spell the "face", "" public relations".
"A medical representative with drug sales tasks, will make all the money, drugs to benefit tools, rather than treating patients." Their comments that is equal to a device for the neck of the industry, can effectively eliminate the culture industry, is conducive to fair competition in the medical market.
"A medical representative is a huge team, opinion an estimated that many people change careers." An industry observers told our reporter, in fact, many senior medical representatives had already seen the new health care reform trend, chose to leave completely, into other areas. "Some profits because prices squeeze lead to damage to some fear of commercial bribery involving myself, still have a plenty of tired of this environment. In short, in the past few years, the stability of the medicine industry representatives met with unprecedented challenges."
It is understood that after some medicine representative on the one hand, control the upstream production enterprises, demand production enterprise, and the price is out of the ticket; On the one hand is about trying to doctor ChuFangQuan.
Industry trends:
Drug distribution "two votes" next year is expected to the country
In addition, it also puts forward opinions, promote drug distribution "two votes". Comprehensive reform pilot provinces (autonomous regions and municipalities) and the public hospital reform pilot cities to take the lead to implement the "two votes", implement the "two votes" encourage other region, for the 2018 open throughout the country.
Clear opinions, drug distribution enterprises and medical institutions selling drugs to establish and complete information records, notes, books, goods, payment for goods is consistent, along with the goods list with drugs. Enterprise sales medicines should be in accordance with the provisions, invoice and certificate. The positive drug procurement bill management standardization, electronic.
Health under the state council office, national health development planning commission deputy director of the full-time TiGaiSi chief priests Liang Wannian has said that the drug from the manufacturer to more ticket link in medical institution, some four votes, five, or even more, layers of overweight, pushing up the price of drugs. Drug price, sales to the medical institutions, on the one hand, people want to pay more, on the other hand, medical insurance fund to pay more. |
