Channels of pharmaceutical distribution:
Can be divided into two segments, one is the wholesale segment and the other is the retail segment. The distribution channel of the pharmaceutical market is also from the manufacturer through the wholesaler sales to retailers (including hospital pharmacies).
But since medicine is not divided into separate industries, there are three segments in the drug distribution field: the wholesale segment of drugs, drug retailers and hospital outpatient pharmacies. Among them, hospital outpatient pharmacies, as a special and monopolized retail segment, occupy more than 80% of the drug retail market share. This situation greatly affects the development of drug distribution channels. Since the launch of the new health care reform pilot reform, many regions have begun to use the "pharmacy hosting" model, the importance of hospital outpatient pharmacy has declined slightly.
Pharmaceutical circulation characteristics:
Pharmaceutical circulation, in addition to the macro-environmental impact, but more importantly, its inherent intrinsic elements and economic characteristics of the decision.
I. Characteristics of the drug circulation process:
(1) The drug business enterprises operating in many varieties of drugs, specifications, large quantities, mobility. According to the user's needs, the drugs from different locations, many drug manufacturers after the combination of drugs and re-distributed to other wholesale and retail enterprises and medical units, in the purchase of drugs, sales of this distribution process, drug errors and contamination and other situations may occur at any time.
(2) In the process of transportation, medicines will encounter the adverse effects of bad weather and other physical factors, which will cause changes in the quality of medicines. Drug wholesalers try to create good conditions to minimize the adverse effects.
(3) in the circulation of drugs in the face of the packaging, the quality of its identification, most rely on the appearance, packaging signs, text suggests the name, specifications, expiration date, serial number, storage conditions, etc. as the basis for management.
(4) from the production of drugs to the use of most of the time before the storage in the warehouse, the warehouse conditions on the quality of drugs will have a non-negligible impact.
Because of the existence of these factors affecting the quality of medicines, there must be a set of strict management procedures to manage the medicines in the whole circulation process, to prevent some unfavorable factors that may occur in the process of circulation, and to ensure that the safety, efficacy and stability of the medicines are not affected.
Second, the characteristics of the consumption of drugs:
The specificity of the circulation of drugs is also manifested in the way of consumption is different from other consumer goods:
(1) the patient's use of drugs indirectly. Prescription drugs: sold, purchased and used with a physician's prescription. Non-prescription drugs: must carefully read the instructions for use of drugs and purchase and use according to the instructions or under the guidance of a pharmacist.
(2) a certain time and space within the contingency. Drugs are used with the prevention and treatment of disease, and disease often has sudden characteristics, must let the "medicine, etc." and can not "disease, etc.", especially once there is a disaster or epidemic, the consumer demand for drugs will surge, and therefore there must be the necessary reserves in order to respond to the urgent need for supply;
(3) the disease and the specific selectivity of the drug. The use of drugs to prevent and treat disease, disease-specific selection of drugs selected for its function of exclusivity, this special selection of the role can not be replaced, and therefore require a full range of varieties, production and marketing, to prevent the blindness of the production and management.
Three, pharmaceutical marketing characteristics:
From the perspective of the pharmaceutical market to study the specificity of pharmaceuticals, its marketing characteristics are:
(1) the responsibility of marketing. Drugs are directly related to the safety of human life, the marketing of drugs shoulder the heavy responsibility of disease prevention and life-saving, so countries are the development of quite strict industrial policy, industry norms and special laws and regulations to guide the production and operation of drugs behavior. China's current newly revised Drug Administration Law stipulates in detail the legal procedures for the production, operation and use of drugs, as well as the legal responsibility for violating the regulations.
(2) The market has more random factors. There are many factors affecting the demand of the pharmaceutical market, such as the impact of policy on the pharmaceutical market; the physician's concept of medication on the pharmaceutical market; the price of drugs, advertising and the impact of potential customers in the pharmaceutical market. In addition, seasonal demand, climate anomalies caused by epidemic epidemics, sudden disasters and accidents and so on. Once these situations occur the demand for drugs increases. And the time is strong, on the drug marketing work brings great difficulty.
(3) the intensive degree of marketing. It is mainly reflected in three aspects: First, it must be equipped with testing equipment and instruments appropriate to the operation of drugs in order to ensure the quality of medicines; secondly, it must be in accordance with the physical and chemical properties of the drugs with the appropriate storage conditions transportation conditions in order to ensure the safety and effectiveness of drugs; thirdly, it must be equipped with a certain degree of professional knowledge and business quality of the marketing staff, in order to ensure that the marketing service work of high-quality and efficient, to meet the needs of the users. Need.