The third terminal under the national collection to find a way out! Pharmaceutical companies pay attention to six key points!

The state gathers the gong and drums closely, the provinces and cities also follow closely. High-end hospital medication water extrusion, so that the past does not show the grass-roots medicine market surface.

Accelerating market growth

According to the 2019 Blue Book on the Development of China's Pharmaceutical Market, the sales volume of China's pharmaceutical terminal market in the first half of 2019 was 908.7 billion yuan, up 5.8% year on year. In terms of market segments, the proportion of terminals (public hospitals), second terminals (pharmacies) and third terminals (urban community health service centers and township health centers) in the first half of the year was 67.0%, 23.1% and 9.9%, respectively.

It seems that the terminal is still dominant, but if you stretch out the reference time axis, you can see the market trend hidden in this change. In 2011, the proportion of second, second and third terminals was 68.7%, 24.7% and 6.6%, respectively. Compared with 2019, the proportion of terminals and third terminals decreased significantly.

Focusing on the 2019 quarter, the year-on-year growth rates of terminals and third terminals were 4.8% and 9.0%, respectively. In other words, the proportion of the terminal continued to decline due to the slowdown of the growth rate, while the proportion of the third terminal continued to increase due to the acceleration of the growth rate, and this trend continued to expand over the years. I believe that with the implementation of major medical reform measures such as national pooling in the future, this trend will be more obvious.

In fact, this phenomenon is very normal. Considering the major aspects of the pharmaceutical market, the transition from the second to the third terminal is in line with the development rules of the current pharmaceutical market. In the short term, it is consistent with the guidance of relevant national policies. The centralized procurement with quantity promoted by the state not only makes the price of the winning drugs drop precipice, but also makes the sales of the products that do not win the bidding in public hospitals drop significantly, even to zero. Second, the "drug ratio" has greatly reduced the sales of drugs in public hospitals. Third, the cancellation of drug markup in public hospitals reduces the enthusiasm of hospital doctors in prescribing drugs. Fourth, the country's crackdown on corruption has a dampening effect on sales of high-priced drugs. Fifth, focus on monitoring the drug list so that some star drugs in name only quit the stage of history. Sixth, hierarchical diagnosis and treatment allows the out-patient volume of Classⅲ Grade A hospitals to begin to shift to community clinics or township health centers. Seventh, the 2019 version of the National Catalogue of Medical insurance makes the structure of medical insurance drugs more reasonable, the level of medication guarantee is further improved, and the terminal drugs flow to the third terminal. The third terminal will naturally become a new market for pharmaceutical companies to make up for hospital losses and explore new potential.

Favorable policies

The reason why the third terminal is growing fastest is that there is policy support. If the hierarchical medical system is continuously strengthened so that community clinics or rural hospitals become the order of choice for patients, the third terminal will be the direct beneficiary. WeiJianWei 2019 countries published on the advance of close county health community building notice clear requirements, local grassroots diagnosis rate of about 65%, and in the capital, technology, personnel, equipment, such as investment increasing, the grassroots medical and health institutions, a sharp rise in the level of diagnosis and treatment for the third terminal from the terminal market laid a solid foundation. In August 2019, the National Healthcare Security Administration made it clear that only qualified doctors can write prescriptions for medical insurance funds. In addition to large public hospitals, only primary doctors of the third terminal have the right to prescribe a large number of prescriptions, which again won a part of the market of the second terminal.

Second, the production enterprises have to sink to the third terminal under the influence of the policy. Volumetric procurement forces homogeneous varieties that have not won the bidding to turn to the third terminal outside the public hospital market. In 2018, 20 varieties of the List of Drugs for Rational Use of Drugs under National Key Monitoring (Chemical Drugs and Biological Products) were released, and the local key monitoring varieties were successively transferred to the third terminal. In October 2018, the technical standards of National Medical Security DRG Grouping and Payment and National Medical Security DRG Grouping Scheme (CHS-DRG) were published, marking the official advent of DRG payment. High-cost drugs have no place in hospitals, and there is only one outlet, namely the third terminal and other grassroots markets.

In short, the recent intensive policies are good for the third terminal. Even so, it will not be easy for pharmaceutical companies that have relied on public hospitals as their main channel to shift their positions and break new ground in the third terminal. Because the characteristics of the third terminal and the terminal are completely different, the market operation methods are not the same.

Grasp market commonality

Although the pharmaceutical industry enterprises know that the transformation is necessary, but the specific operation is not necessarily clear and easy to handle, the most simple way is to learn from the successful operation experience of enterprises, but different periods of the market environment is very different, the characteristics of enterprises are different, the structure of each has its own advantages, the operation mode can not be copied. Of course, there are commonalities in third end markets.

1. Customer differences.

Using academics to win over doctors is the only way to succeed in the end market. The pharmacy of the second terminal focuses on the needs of patients and tries to pay the bill by advertising and price discount. The marketing core of the third terminal is to establish long-term medical market credibility and patient trust, which should have both academic selling points and advantages in price and convenience.

2. Academic promotion is down-to-earth.

The high-end academic dimension reduction is a promotion method that primary doctors can understand, and the foothold is that "satisfying doctors' desire to understand the current trend of drug use and expanding the scope of knowledge is conducive to medical progress".

3. Key products form an ideal product line.

In the past, the third terminal products were mainly low-cost general drugs, but now the national collection policy has improved the level of drug use in primary hospitals to a considerable extent. This means that the selected products will become the mainstream, middle and low-end brand drugs will be available, and even high-end drugs will appear frequently. Enterprises can choose a good variety according to this characteristic and form a suitable product line.

In addition, the primary medical unit is small and scattered, and the enterprise products are too few to support the sales team. Therefore, increasing the product mix as much as possible is the necessary condition for the third terminal and the guarantee for sustainable development.

4. Choose a good business channel and get twice the result.

Business partners should not only have strength and reputation, but also have a certain coverage and degree of deep cultivation in the third terminal. Coverage mainly depends on the size of the region and the supply of downstream customers. The degree of deep cultivation refers to the interaction with secondary commerce, such as the patency of goods distribution, flow direction, promotion, discount and information feedback. In terms of market share, to some extent, choosing the right business channel is half the battle. Although the country collects the variety relatively good, but also has the shop goods speed and the market how much problem. In the face of the third terminal, the coverage of the end points across the wide to achieve the sales target.

5. Sales personnel training.

Some enterprises hastily streamline the medical representatives of hospitals to do grass-roots hospitals, resulting in acclimation to the environment and a steep rise in the turnover rate. To be a hospital is to open an academic path. If you put more energy into it, you can stick doctors. And do grassroots is wide coverage, more errands, to bear hardships and stand hard work as the premise, the sales staff can master the basic related knowledge, but the number should be enough.

6. Hard work in business management.

The third terminal is wide in many aspects, complex in composition, diverse in demand, vast and scattered in geographical areas, which requires enterprises to have a fairly high business management coordination and distribution ability, especially low gross profit varieties, distribution costs often become the key factor of sales. Commercial companies covering the third terminal cross complex, pharmaceutical companies must cooperate with multiple commercial companies to occupy the third terminal market without gaps, business management not only to control logistics costs, but also in multiple companies around price, discount, promotion, rebate, market maintenance, anti "goods" and other factors for comparison and selection. Therefore, high level of business management is the foundation of third terminal sales.