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The report shows that most doctors are no longer willing to receive medical representatives

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The report shows that doctors are no longer willing to receive medical representatives, and the need for medical representatives is decreasing.

Most doctors, do not want to receive medical representatives

According to the "medical representative" news, DRG, a pharmaceutical industry research and consulting company, recently released the latest interactive report on pharmaceutical companies and doctors in the digital age. The survey results show two new trends. First, the interaction between doctors and medical representatives is decreasing. Second, there has been a major shift in the way doctors access drug information.

Some domestic medical representatives pointed out that this trend of change is consistent with domestic.

According to the survey, compared with last year's data, the proportion of doctors personally receiving medical representatives dropped from 67% to 54% this year. The doctors said that the main reason is the increased pressure on patients, the maintenance of electronic medical records and other administrations. The increase in time spent on business has led to a reduction in the time available to receive medical representatives.

It has also been reported that the number of doctors who have not communicated with medical representatives has increased over the past six months. Overall, this figure has risen from 24% last year to 39% this year.

Not only did the visits to medical representatives decline, but doctors did not have more choices to choose remote methods (such as telephone or E-mail) and drug companies. It was inferred that this was related to the lack of visits by medical representatives.

必要The need for medical representatives is reduced

According to some doctors interviewed, another reason that affects medical representatives' visits is that more and more doctors like to search for information on the Internet. They search for information on the Internet to learn about the drugs that are currently on the market.

Moreover, drug companies' drug information professional websites are gradually gaining the trust of doctors. Nearly half of the doctors surveyed (49%) said that they only asked medical representatives for information that could not be retrieved on the Internet.

What is more noteworthy is that doctors have different needs for medical representatives in different life cycles of pharmaceutical products. As the time for new products to go on is extended, the demand for medical representatives is decreasing.

The report shows that in the first year after FDA approval, doctors prefer to communicate products. For new drugs and biologics, 56% of doctors hope that medical representatives can share information about indications, guidelines and samples.

After one year of marketing, the doctor's focus shifts to sample and patient resources. As the product matures, doctors' interest in product information becomes lower and lower, and priority is given to value-added services from pharmaceutical companies, such as patient resources. And financial support.

From another dimension, the new product is a critical period for pharmaceutical companies to urgently occupy the market at the beginning of the market. In this period, pharmaceutical companies have strong demand for medical representatives with strong business capabilities, and with a product field Saturated and relatively stable, the space that pharmaceutical representatives can play is correspondingly reduced - this is also an important reason why many senior drug companies encourage medical representatives to move into the field of oncology drugs and biopharmaceuticals.

From the above two points, we can see that in the Internet era of information explosion, if a medical representative promotes a new product that is not just listed, his substitutability is constantly increasing – behind the alternative, it is a medical representative. Significantly high turnover rates and increasing performance pressures.

According to the statistics of doctor crabs earlier, 60% of the pharmacokinetics have a transformational idea, and 44% of the pharmacopoies are preparing for the transformation.

▍ policy forced medical representatives to swim naked

After 2013, although pharmaceutical representatives are also facing pressure from compliance and performance, the changes in the employment environment in the past two years are unprecedented for pharmaceutical representatives.

First, with the full push of 4+7, the marketing space of the mature generic drug market has been almost exhausted. The marketing of these products is no longer the business capability of the pharmaceutical representatives (in the view of relevant national departments). There are a lot of gray operations in it) but the control of production costs and APIs.

After the successful organization of centralized drug procurement in the national organization, there is a high probability that it will enter the stage of expanding the product. The mature generic drugs that are used in clinical practice will face a situation in which marketing expenses are greatly squeezed. The logic behind this is that These mature generic drugs do not require marketing, and naturally do not require medical representatives. The result of this inference will, in the long run, form a heavy blow to medical representatives.

The medical reform star, the former director of the Fujian Provincial Medical Insurance Bureau, Zhan Jifu, publicly stated that the price of the drug must be “encircled” by the medical representatives, so that doctors can no longer have the opportunity to take kickbacks. At the same time, doctors should not want to go and get kickbacks.

Second, under the leadership of the National Health and Health Commission, the national three-level public hospitals are facing performance appraisal. With the standard of drug fees, rational drug use, and prescription reviews, doctors and hospitals are driven by marketing, large prescriptions, and drug abuse. The possibility is also decreasing.

Third, DRGs are paid in 30 pilot cities across the country—Beijing, Tianjin, Bengbu City, Hebei Province, Linyi City, Shanxi Province, Wuhai City, Inner Mongolia Autonomous Region, Shenyang City, Liaoning Province, Jilin City, Jilin Province, Harbin City, Heilongjiang Province. Shanghai, Wuxi, Jiangsu, Jinhua, Zhejiang, Hefei, Anhui, Nanping, Fujian, Shangrao, Jiangxi, Qingdao, Shandong, Anyang, Henan, Wuhan, Hubei, Xiangtan, Hunan Foshan City, Ganzhou City, Guangxi Zhuang Autonomous Region, Zhangzhou City, Hainan Province, Chongqing City, Panzhihua City, Sichuan Province, Liupanshui City, Guizhou Province, Kunming City, Yunnan Province, Xi'an City, Shaanxi Province, Qingyang City, Gansu Province, Xining City, Qinghai Province. Both the Xinjiang Uygur Autonomous Region and the Xinjiang Production and Construction Corps have designated Urumqi City for promotion.

Many experts in the industry believe that according to the disease group package payment, balance retention, reasonable sharing, will force doctors, hospitals, less drugs, open high-cost drugs, drive marketing-driven drugs out of the hospital - by then, only Medical representatives who will do marketing and maintenance will be difficult to work and even eliminated.

On the one hand, under the torrent of policy, the medical representatives who perform gray operations are heavily washed away; on the other hand, with the development of information and the advancement of technical means, the real role of medical representatives is to introduce product information and collect adverse drug reactions. Helping doctors to use drugs correctly is also being replaced by other means.

Some medical representatives said that it is as if they are sad for one year in 2015.