For most pharmaceutical companies, instead of focusing on the “patient-centered†approach to emptying, it is better to focus on the “payer-centricâ€.
“Patient-centered†is a very fascinating word in the pharmaceutical industry in recent years. Especially in foreign companies, it also represents political correctness. Whenever and wherever, you need to keep it in mind to ensure consistency with your superiors. , consistent with the headquarters of the X country.
“Patient-centered†is not new. 60 years ago, the pharmaceutical industry was shouting “Patient and Family Centered Careâ€; it is not imported, and there has long been a saying in China that “serving the people wholeheartedlyâ€. The "patient-centered" two-year heat is due to the evaluation of the medical bill promoted by the "Obama medical reform" in the United States, which requires pharmaceutical companies to continuously develop new medicines and medicines, and the insurance can afford to improve the treatment effect. The United States has also severely punished almost all multinational pharmaceutical companies, and nearly $10 billion in fines have been used to punish these companies for tempting doctors to over-prescribe.
The pharmaceutical companies then washed their minds and reviewed their own “doctor-centered†marketing in the past, and began to advocate “patient-centeredâ€.
"Patient-centered" is not mature
But after talking about "patient-centered" for a few years, the pharmaceutical industry is increasingly confused. Is this a moral requirement or a marketing strategy? Is it an assessment target or a slogan? Is it a series of action plans or a public welfare project?
Broadly speaking, pharmaceutical companies that develop drugs and educate doctors are themselves patient-centric. There are a lot of real problems going further now:
1. The pharmaceutical enterprises are still driven by sales indicators. How to balance the contradiction between the demand for more drugs sold by pharmaceutical companies and the actual clinical use of patients?
2, drugs are only part of the diagnosis and treatment, doctors are still the leader of patient treatment, skipping doctors to serve patients not only beyond the ability of pharmaceutical companies, but also cause doctors to resent.
3. In principle, pharmaceutical companies cannot directly contact patients. In fact, pharmaceutical companies do not understand the patient's mind and behavior. How to start with patients?
4. The important indicator of “patient-centered†is the price reduction to improve accessibility, but this directly affects the income of pharmaceutical companies, so the mature varieties in the US market increase by an average of 20% per year.
5, "patient-centered" needs to provide additional services to patients outside of sales. Pharmaceutical companies usually do not have the corresponding diagnostic, treatment, rehabilitation, follow-up, health management and other technologies, and need to find external partners, especially the participation of patient organizations. Not to mention that these medical industry chain partners are immature or even no patient organizations, even if there are, who will pay for the service? These services cannot make money, and pharmaceutical companies cannot continue to serve.
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