Medical network on February 13 - "the food and drug supervision departments should strengthen the management of medical representative, build system of medical representative register put on record, the record information public in a timely manner. A medical representative only academic promotion, technical consulting and other activities, shall not be responsible for drug sales, the dishonest ACTS to personal credit record". This February 9, 88 - word policy described in table of the general office of the state council on further reform and improve the pharmaceutical production circulation use policy several opinions (countries do hair [2017] no. 13, hereinafter referred to as "certain opinions").
Under the state council general office of the specifications of the so high for a career clearly illustrate "what to do, can't do", a rare!
▍ medicine generation of 3 million or 2 million people have been eliminated
"3 million a medical representative will have 2 million people. The more than half 3 million people learn not medicine medicine to be a medical representative, they find it hard to have the ability to do academic promotion; and some of them are older, learning ability is poor, has abandoned medicine representative of martial arts, if they had a martial arts". Third-party medical service system MaiSiKang lai founder Shi Lichen successful transition to a medical representative onto the road of the promotion is not optimistic.
Because the domestic medical and health system reform was not really involved in the deepwater area ", the longitudinal comparison, the domestic medical market environment long-term complex; Horizontal comparison, the domestic medical market environment unprecedented complex. Most of medical representative role and expect serious deviation, a large number of medical representative became drug salesman, drug kickbacks, commercial bribery.
In Shi Lichen point of view, this part is engaged in medical representatives china-latin America relations, customer maintenance, replenish onr's stock, push the receivable, etc, and product planning, promotion, the doctor education, drug post-marketing phase four to five and a series of activities of the market, because need not or will not use for many years, many medical representatives have "the sword". "Certain opinions" stop "shall not be responsible for drug sales" just erase these, director of medical representatives; "Certain opinions" requirement "pharmaceutical representatives can only academic promotion, technical consulting and other activities", is just the short.
The author learned that there are now many places require a medical representative to the agency register put on record, registration name, id number, belongs to the enterprise, is responsible for product information, such as the transformation of medical representative is imperative and urgent.
▍ enterprise great test: "resources to match the project"
The change of the function localization, medical representatives will force companies to break the existing operational system, conducting market elements to match to match. Drag the United States and the Soviet union during the cold war arms race across the Soviet union, have to make "resources to match the project" the enterprise will face a new big test!
"Enterprises to change, should first consider to strengthen the power of the three departments: marketing, medical, and public affairs", think Shi Lichen. In addition, for the growth of medical representative knowledge and academic ability of the promotion, the author thinks that strengthening the power of the training is also a natural thing.
In 2017, in view of the high level, a medical representative YanGuiFan "hired" training, will trigger a wave of business opportunities. For many companies, lost has to rely on many years of inherent "channel" and be familiar with the "measures", will be at a loss, the new method will work, how to build a new team, these are very tough problem, its test as much as I'm afraid as the Titanic is revoked.
After the experience of GSK seems to let a person see the success of "new model".
In 2014, GSK in China began to implement a new examination way, no longer use sales to measure the performance of sales representatives and bonuses, instead, according to each sales represent the ability of learning, to master the ability of medical knowledge, and knowledge transfer to the doctor's ability to assess sales representative. The inspection focused on whether the knowledge to health care professionals, whether to help them better diagnosis and treatment of patients, so avoid blindly to pursue sales in order to obtain better sales and breeding of medical bribery case. From the point of operation effect, GSK China's then JiHaiWei think GSK "new model" is a success.
Just as before the GSK China JiHaiWei puts it, "I hope we do a pioneer. As long as it is to do the right thing in a right way, will never be too early". In the face of the new policy requirements, active "resource to match" and "upgrade" enterprise operating system managers also will certainly to obtain the first mover advantage.
The author thinks that in 2017, the overall situation of the medicine circulation field is "high pressure", enterprises and practitioners should abandon fluky psychology and wait-and-see attitude, positive action to change or transformation. Must remind is, several opinions are issued by the central comprehensively deepen reform leading group for discussion and approval, is the focus on industry policy of the state council, or don't doubt it promote the determination.
▍ behind: iron rectification, now?
The current drug distribution developed by the market, sales and distribution of three links, a medical representative belongs to the market, its main task is to provide specialized drug promotion for doctors.
China association of enterprises with foreign investment in drug research and development industry committee (RDPAC) ZhuoYongQing had earlier told the author, chief executive of the former himself that starts from a medical representative in Taiwan, to a line of doctors in a timely manner to promote better drug varieties, and it's glory is exercise person's career, and RDPAC also has reference to international practice, the implementation of "code of conduct" medical representatives of the members, and to carry out the "training of medical representatives" (MRC) within the project to make the self-discipline.
In fact, as early as 10 years ago, the Chinese chemical pharmaceutical industry association has led to launch "a medical representative code of conduct", a clear medical representative is the basic function of "to doctors and medical institutions and drug scientifically, properly propaganda drug safety, effectiveness, 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.
But over the years, the principles seem to shout slogans, show a dead letter, no smell asked, in the field of Chinese medicine purchase and sale, real operation is "take gold sales" hidden rules.
At the end of last year, CCTV exposes a medical representative and drug kickbacks phenomenon between the doctor and the doctor kickbacks accounted for 3 to 4 of the drug prices. The doctor prescribe medicine to take kickbacks also already is the "secret" known. This is called "high commissions under high drug prices," the survey report, some medical representative in lens "envelope" to the doctor to send the details of the rebate, once again aroused people's grievances to pharmaceutical sales corruption. 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 then, some places has issued a ban, sales staff is not allowed into the diagnosis and treatment area is engaged in commodity marketing activities such as drugs, devices, etc.
Recently, the national health development planning commission gave the conclusion: the drug homogeneity, low level repeated problems. Recent excessive repeated drug announcement shows that there are 129 kinds of pharmaceutical production of more than 100 enterprises at the same time. Pharmaceutical wholesale enterprises across the country have 13508, more than 453000 retail enterprises, the top three pharmaceutical wholesale enterprises market share is only 33%, compared with the developed countries generally in more than 80% of the share is far, industry concentration degree is low, for modern medicine circulation enterprises accounted for only 1.75%. Drug circulation, circulation disorder, the affiliated business, ticket money laundering, the prohibition of commercial bribery, pushing up prices for drugs, corrosion of doctors, induced by the excessive, expensive medicine, cause a great loss to the state, society and individual. |
