On March 20, 2018, the official website of the State Health Planning Commission published the "Notice on Consolidating and Breaking the Achievements of Remedying Medicines and Deepening the Comprehensive Reform of Public Hospitals" (National Guardian Reform [2018] No. 4). In addition to emphasizing the inevitability of the implementation of the two-vote system for drugs, the Notice also proposes that in 2018, high-value consumables will gradually implement a two-vote system.
When the two-vote system of drugs began to be introduced more than two years ago, many people said that the country would not really implement this policy and it would definitely end. However, two years later, all drugs were implemented in a two-vote system. This shows that the country’s determination will not be shaken, and it will still be the case for equipment consumables.
Unlike medicines, the condition of equipment consumables is more complicated.
1. Most of the equipment consumables are non-standard products
Many drugs are standard products, the sales of a single product will be relatively large, and the volume is small and the weight is small, and the distribution is convenient. However, the model specifications of the instrument are particularly large, and there are even many fixed products. As a result, the price system is difficult to balance, the distribution cost is extremely high, and the challenge of the two-vote system is relatively large.
2. High-value consumables benefit driving a serious flood
In the field of high-value consumables, the interest drive is heavily rampant. The whole industry is basically a sales-driven method based on rebates. Even if the manufacturers do not do it themselves, the following agents will still use the main method, which is the bad money to drive out good money. The objective process, no solution. In particular, some departments, such as general surgery, urology, orthopedics, cardiology, and obstetrics and gynaecology, etc., a small number of doctors grasp a large number of businesses, manufacturers or agents if it does not take the power to find rent is difficult to have a market. This is a historical convention of the equipment consumables industry. If you want to change it, it will be more difficult than the medicines that cover the departments and doctors.
After the implementation of the two-vote system, a large number of agents will inevitably collapse, because he has no way to get the market along the original routine.
Under the two-vote system, where is the way out?
For both domestic manufacturers and multinational companies, establishing academic marketing channels is a top priority. There is no way to do this. Even for a small number of departments, a small number of doctors must establish a nationwide comprehensive academic marketing channel, especially for equipment companies that are interested in doing business for the whole country.
How do grassroots doctors break through?
The equipment companies put special emphasis on actual combat, so if they can impress the grassroots doctors, they can teach them the surgical skills and teach the treatment methods, and the grassroots doctors will cooperate, then the company can get the products to be treated with the treatment plan as the entry point, and In order to open up new business.
How do top doctors attract?
For the superior doctors, they are most interested in two pieces:
1. Pass the band.
The professor guides some of the lower-level doctors associated with him, so he will have the cost of technical guidance or flying knives, or cooperate with the manufacturer to do some academic benefits.
2. Academic needs.
Many big cattle surgeons are not short of money, but he needs to be academically higher, so they need large-scale surgical cases and analysis, clinical experiments, etc., so that you can write some high-quality articles.
Medical library with academic promotion as the core marketing method
First, study and discuss the disease cases at the doctor's side to attract more doctors to join;
Secondly, the experts set up a lecture class for a certain field, and talk about the real medical disease knowledge;
Finally, in conjunction with the surgical teaching video and offline observation, a large number of grassroots doctors will be gathered into the community to enable them to obtain regular and long-term learning.
This is a compulsory way for future equipment companies to go. The medical library has already started cooperation with many domestic enterprises.
In the long run, the sooner the layout of academic marketing is more cost-effective, because the number and number of departments related to medical supplies and consumables are relatively small, and now the agents are still stable, and the time is laid out. Otherwise, two tickets will be accepted next year. Implementation, many agents will not be able to do online layout after the collapse.
Humanity is like this. When a good life is comfortable, no one wants to move. Only when difficulties come, will they want to change.
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