First, market concentration is getting higher and higher
With the implementation of national policies such as "replacing business tax with value-added tax", "two-vote system" and even "one-vote system", prescription drugs have encountered great sales bottlenecks. In order to ensure that the market share does not decrease but increase, pharmaceutical companies have transformed to the OTC market. In 2017, the competition in the prescription drug and OTC markets became increasingly brutal. At the same time, with a large number of mergers and acquisitions in the pharmaceutical market, the concentration of prescription drugs and OTC markets will become higher and higher, the pharmaceutical industry will be concentrated in the top 100 brand enterprises, the pharmaceutical business will be concentrated in the top 15 pharmaceutical business groups, and the provincial market will be concentrated in the top 3 commercial companies. The brand and quality advantages of brand enterprises have been greatly highlighted, and the era of large enterprises and large brands has arrived.
Second, the market outside the hospital is hot
The prescription drug market is affected by national policies, and the competition will become more and more intense. However, many brand manufacturers that do out-of-court sales have become more frustrated and brave, and their marketing model has been greatly shifted, and they have transferred their sales positions to out-of-court sales. The state requires medical institutions above the second grade to account for no more than 30% of drugs in 2017 (excluding traditional Chinese medicine decoction pieces), and more and more hospital drugs will be sold from outpatient pharmacies and inpatient pharmacies in hospitals to out-of-hospital channels.
As the vane of China\'s new medical reform, Sanming Medical Reform Office has clearly proposed in October 2016 that the proportion of drug consumables in all medical institutions in Sanming should be reduced to less than 30% of the national regulations by the end of 2017.
From this perspective, out-of-hospital channels will become an important position for pharmaceutical companies to compete for in 2017. Out-of-hospital channels are one of the mainstream pharmaceutical sales models in foreign countries, and will become one of the mainstream pharmaceutical sales models in China. According to senior friends in the circle, China has already had out-of-hospital pharmaceutical companies with annual sales of up to 3 billion yuan.
Third, sales outsourcing rise
At present, the marketing model of the national pharmaceutical enterprises can be roughly divided into three categories: pharmaceutical enterprises with a sales scale of less than 50 million yuan mostly adopt the pure investment model, pharmaceutical enterprises with a sales scale of more than 1 billion yuan generally adopt the independent management model, and a large number of pharmaceutical enterprises with a sales scale of 50 million to 1 billion yuan are "independent management + sales outsourcing (CSO)" model. CSO enterprises can focus on the core competitiveness of the entrusted enterprises, tailor-made operation solutions, including product system planning, product system training, product system promotion, brand system improvement and many other services, while putting a large number of sales personnel into the market, rapidly expanding product coverage, to assist entrusted pharmaceutical enterprises to open the market.
In October 2016, Lilly, a world-renowned pharmaceutical company, outsourced the sales of two mature hospital varieties to a well-known pharmaceutical company in China, kicking off the 2017 CSO for pharmaceutical companies. It is believed that the CSO model will gradually be favored by small and medium-sized pharmaceutical enterprises and even large pharmaceutical enterprises, the division of labor in the pharmaceutical industry will be more and more refined and specialized, and the pharmaceutical market will gradually standardize.
Fourth, control marketing transformation of great health
With the in-depth promotion of the control marketing model, some OTC control marketing teams have encountered bottlenecks in sales, markets, teams, terminals and other aspects, and many OTC control marketing companies have begun to transform to pharmaceutical health products. For example, Jiangxi Ren and China Pharmaceutical Co., Ltd. sold nearly 4 billion yuan at the base price in 2015, and all aspects of development encountered bottlenecks. At the end of the year, they set up a special big health division to operate the industry-leading big health food series, and the provinces of the big health Division achieved positive payment by the end of 2015.
Fifth, enter the primary medical care
The Guiding Opinions of the National Health and Family Planning Commission on the Standardization Construction and Standardized Management of Maternal and Child Health Service Institutions put forward by the State for primary medical care make clear arrangements for the participation of TCM in graded diagnosis and treatment:
First, when "clarifying the functional positioning of diagnosis and treatment services of various medical institutions at all levels", it is pointed out that the third-level Chinese medicine hospital in the city makes full use of the technology and methods of traditional Chinese medicine (including ethnic medicine, the same below) and modern science and technology to provide TCM diagnosis and treatment services for acute and severe and difficult and complex diseases and TCM outpatient diagnosis and treatment services for advantageous diseases of traditional Chinese medicine.
Second, when "vigorously improving the capacity of grassroots medical and health services", it is required to improve the traditional Chinese medicine service capacity and medical rehabilitation service capacity of grassroots medical and health institutions, strengthen the construction of traditional Chinese medicine characteristic diagnosis and treatment areas, promote the comprehensive service model of traditional Chinese medicine, and give full play to the role of traditional Chinese medicine in the prevention and treatment of common diseases, frequently-developed diseases and chronic diseases.
Third, for county-level TCM hospitals, it is proposed to focus on strengthening the construction of TCM specialty and clinical weak specialty and medical technology departments such as internal medicine, surgery, gynecology, pediatrics, acupuncture, massage, bone injury, and tumor, and improve the diagnosis and treatment ability and comprehensive service ability of TCM advantageous diseases.
Fourth, in the "assessment and evaluation criteria", it is clear that by 2017, the proportion of community health service centers, township health centers, community health service stations and village clinics providing traditional Chinese medicine services will reach 100%, 100%, 85% and 70% of similar institutions, respectively, and the proportion of traditional Chinese medicine diagnosis and treatment in basic medical and health institutions will account for ≥30% of the total diagnosis and treatment of similar institutions.
In 2016, the new medical reform really entered the deep water area, one of the most important signs is that the country carried out graded diagnosis and treatment pilot in 270 cities. If pharmaceutical enterprises want to understand the primary medical care market, they must first understand the relevant national policies. It can be imagined that the mainstream grass-roots terminals represented by urban community health service centers and rural township health centers and the auxiliary grass-roots terminals of social monomer clinics and specialist clinics will see a blowout in drug sales in 2017, becoming one of the mainstream channels for pharmaceutical enterprises to compete for.
Six, Traditional Chinese medicine suitable technology "two-wheel drive"
In 2016, the state issued many policies and regulations on the TCM industry, such as the Outline of the Strategic Plan for the Development of TCM (2016-2030), the 13th Five-Year Plan for the Development of TCM, and the TCM Law (draft, second draft). The promulgation of these laws and regulations has greatly promoted the development of traditional Chinese medicine, especially the development of appropriate technology for traditional Chinese medicine.
Appropriate technology of traditional Chinese medicine usually refers to safe, effective, low-cost, simple and easy to learn traditional Chinese medicine technology. Many large brand enterprises have established special academic teams and training teams according to their own characteristics. Relying on academic support and training support of the "two-wheel drive" and sales team, for the primary medical terminals to do a good job at the same time, not only promote the extensive dissemination of traditional Chinese medicine appropriate technology, but also effectively carry out corporate brand publicity.
The appropriate technology of traditional Chinese medicine is like a firewall, which not only protects the essence of Chinese traditional Chinese medicine culture, but also enables the general public to resist the abuse of antibiotics and the harm of transfusion to a certain extent. "No injection, no medicine, no operation" is being recognized by more and more Chinese people.
Seven, the Chinese medicine museum suddenly rose
Relevant national policies stipulate that public medical institutions at all levels should gradually set up traditional Chinese medicine halls or traditional Chinese medicine halls, carry out clinical promotion of appropriate techniques of traditional Chinese medicine, and vigorously develop appropriate techniques of traditional Chinese medicine. Here, we refer to them collectively as the fourth terminal, which also includes social Chinese medicine libraries, private medical institutions and public Chinese medicine hospitals. Some pharmaceutical enterprises with a sensitive market sense of smell have set up a special marketing team to maintain the market of traditional Chinese medicine hall and traditional Chinese medicine hall. It can be predicted that the traditional Chinese medicine hall and the Chinese medicine Hall will become an important terminal for pharmaceutical brand enterprises to enter the primary medical care.
8. Retail chains are favored by capital
The industry trend of pharmaceutical separation is becoming more and more obvious, and chain pharmacies are becoming the sweet cake for listed companies to compete. Entering 2016, the chain giants that have been listed in addition to Yunnan heart Tang, Hunan people, Hunan Yifeng three giants, listed in the new third Board are Yixin Tang, Jufengtang and so on.
China\'s drug retail market is on the rise and has great room for development. In particular, in 2016, the state carried out pilot medicine separation in Liuzhou City, Guangxi Province, Yongzhou City, Hunan Province and other cities, allowing patients to purchase drugs from hospitals with hospital prescriptions, which shows that the state wants to open the prelude to medicine separation.
After the listing, most of the chain drugstore listed companies embarked on the road of merger and acquisition expansion, in 2016, Yunnan heart Tang and Hunan people have taken a shot, deducing a wonderful industry merger and acquisition cases. It is said that the relevant departments of the state are also drafting a special "chain pharmacy standard management Measures", I believe that the pharmaceutical retail market will become more and more standardized, and will usher in another wave of investment and expansion.
With the increasing concentration of pharmaceutical retail enterprises in China, the pace of capital expansion of pharmaceutical retail chain formats will be faster in 2017, and more chain pharmacies will jump on the New Third Board or directly IPO in the future.
9. Brand drug companies participate in pharmacy trusteeship
The "Guiding Opinions of The State Council on the reform of public medical institutions above the county level" issued on May 8, 2015 pointed out that the future medical institutions will be gradually market-oriented, and medical institutions above the county level will gradually introduce social capital and establish a corporate governance structure. This provides a policy basis for pharmaceutical enterprises to host public hospital pharmacies.
Like many drug distribution companies, falling drug prices and fierce competition among peers have also left manufacturers in a situation of small profits. According to industry analysts, the implementation of pharmacy trusteeship is becoming a new development opportunity for medicine, and pharmaceutical companies have placed more and more expectations on pharmacy trusteeship business. Kangmei Pharmaceutical has made active attempts in the trustement of pharmacy in public hospitals, and has also achieved certain results.
Ten, "pharmacy + supermarket" emerged
If the entire health industry is compared to an iceberg on the sea, then the medicine business that cures diseases and saves lives is only the tip of the iceberg floating on the sea, and the part of the health care business that cures diseases is still submerged under the water is surprisingly large.
According to senior friends in the circle, the classification management of Japanese pharmacies is very distinctive, including professional prescription pharmacies and large health pharmacies. Taiwan\'s pharmacies are more distinctive, with the proportion of major health products as high as 70%, and the proportion of drugs only reaching 30%.
Now with the improvement of the living standards of the vast majority of Chinese people, more and more people have shifted from treating diseases to preventing diseases, and preventive health care is at the forefront of personal health maintenance. Such hybrid pharmacies will also continue to emerge in China, and they are more competitive than pharmacies that only deal in drugs. This "pharmacy + supermarket" model will be the most ideal way out for the future development of Chinese pharmacies, which can put pharmacies on the track of healthy development, and also create huge demand for the development of large health enterprises.
Information source Medical Economic News