Domestic sales and use of restricted agents for antimicrobial agents are challenged

After the introduction of the New Deal, traditional agents have to face the problem of academic marketing in the process of transforming into specialty products; domestic antibiotic manufacturers have also begun to learn the experience of foreign companies in sales of antibiotics.

Antibiotics have historically been the product category with the largest share of the amount and amount of pharmaceutical sales. The country's "Antimicrobial Drug Use Level Management Directory (Trial)" has received unprecedented responses from all over the world. Its adjustment efforts are unprecedented, and companies, distributors, and hospitals are This is very concerned that a revolution in Chinese antibacterial drug marketing is brewing.

It has been reported that the amount of antibacterial drugs used in domestic hospitals accounts for about 24% of all drugs. According to the international level of about 20%, the market for antibacterial drugs in China's hospitals may shrink by about 20 billion yuan. Before the full implementation of the anti-microbial drug management system, restrictions on the use of anti-bacterial drugs have been formulated in some regions, particularly the pilot projects in Tianjin and Anhui. Both places require that no more than 50 types of antibacterial drugs be used in tertiary hospitals, and no more than 35 types of antimicrobial drugs should be used in secondary hospitals.

In addition, many provinces and cities have strengthened the management of doctors' drug use behavior, so that the use of antibacterial drugs has been greatly reduced. “Under the quantitative restrictions, the market structure of antibiotics that occupy clinical hand positions is bound to change.” An industry source pointed out: “The Catalogue of Classified Management of Antimicrobial Use (Trial)” will prompt enterprises to abandon the original marketing model. Choose a solid academic promotion."

The opportunities behind the restrictions

"Under the premise of policy restrictions, agents must transform themselves," the industry sources pointed out: "Industry, consumables and other related industries have become the most direct beneficiaries of antibiotic adjustments. The low threshold and high added value of these fields will also allow customers to Something was quickly gained."

The personage inside the industry reminds that before the boots fall, the agents should consider changing the previous dependence on passive adjustment, passive change, choose to take the initiative to adjust the product structure, look for good profitable space, less competition, new technology, large clinical demand Medical-related products, so as to continue to operate good antibiotics, take the initiative to expand business scope, use diversification to diversify risk, increase profits, and ensure that they can continue to “live”.

In addition, with the reduction in the use of antibiotics in Western medicine, the antibiotic restriction policy will lead to an increase in demand for antibacterial Chinese medicines. At present, many agents are beginning to consider the possibility of operating some antibacterial proprietary Chinese medicines and varieties of Chinese herbal medicines. According to analysts, traditional Chinese medicines that have blood circulation, detoxification, antibacterial, anti-inflammatory, and qi-qi-invigorating benefits, such as Xuebijing Injection, Pien Tze Huang, Safflower Injection, Shenfu Injection, Shengmai Injection, Hot Tonic Injections, etc. will usher in development opportunities.

Agent mode is challenged

Kang Jia Pharmaceutical Marketing Manager Jia told reporters: "Whether it is an exclusive variety or general medicine, the original antibiotic marketing method is mainly the proxy model, and now this model is being severely affected."

Driven by this model, the marketing of antimicrobial drugs depends mainly on the influence of dealers in medical institutions. Zhao Zheng, general manager of Beijing Zeqiao Biotechnology Co., Ltd. pointed out: "In this mode of sales, products can be sold well not because they can provide better efficacy, but basically rely on the advantages of the dealer's medical resources, through the dealer A good 'guest' promotes the sale of drugs."

Although the impact of narrow-spectrum products and products with limited restrictions is relatively small, there are still opportunities for operation if implemented broadly at the local level. However, since the use of antibacterial drugs will become more and more regulated, it is necessary to achieve marketing volume. It is not easy.

Some newly-listed new products and broad-spectrum antibacterial drugs that were released in the past have a greater impact, which may result in fierce competition among antibiotic manufacturers in order to fight for the winning bids. The discourse power will inevitably be tilted to dominant companies and advantageous customers. Being able to grab more market resources means that who can eat bigger cakes. Therefore, the original agent model that completely relies on dealers will have no room for survival. Zhao Zheng pointed out: "In the past, drugs could be sold, mainly relying on gold sales and other old methods, but under the new policy, this model obviously cannot continue."

The BD era arrived earlier?

In the new requirement of “no more than 50 antibacterial drugs in tertiary hospitals and no more than 35 antibacterial drugs in secondary hospitals”, non-limited products will become the exclusive varieties of pharmaceutical companies in the field of antibiotics, whether they are non-base drugs or Basic pharmaceutical products, unlimited precious identities will push product usage to the extreme.

Under the new policy, the competition between antibacterial drugs is not exactly the promotion ability of competition agents and manufacturing enterprises in the field of medical customers. It can become a non-limited variety in order to enable the long-term development of the company.

Prior to this, domestic manufacturers produced antibiotics because of their low technological content, and most of them were generic drugs. Therefore, such products usually occupy the low-end and a small part of the mid-market at a relatively low price, and they mainly fight price competition in terms of their competitive strategy. However, most of the antibiotics produced by foreign manufacturers are high-tech, high-priced original research drugs, mainly occupying the middle and high-end markets, and they mainly fight for promotion strategies in their competitive strategies.

After the introduction of the New Deal, those traditional agents who had won with a single “vicious tactic” had to face the problem of academic marketing in the process of transforming into specialist products. Domestic antibiotic manufacturers have also begun to learn the experience of foreign companies in sales of antibiotics. Under such circumstances, business development (BD) model is an inevitable trend of development.

Zhao Zheng pointed out: "At the beginning of the company's expansion into BD, do not completely abandon the agency model. We must adopt a co-existence approach so that agents can fully realize their flexibility; and the company as a whole needs to shift to the BD marketing model."

However, the success or failure of an antibacterial drug on BD does not depend on the academic value of far-fetched academics, but on the originality and safety of the product. Only if it has an advantage in this respect can it truly reflect its market value.