Part I Pharmaceutical Industry Research Report
Pharmaceutical industry is closely related to the survival and health of mankind, is in line with the requirements of the development of a new type of industrialization of the industry, with high economic efficiency, good growth, development potential, the market space is broad and broad characteristics, known internationally as the "never-fading sunrise industry", "the sunrise of the industry", "the sunrise of the industry", "the sunrise of the industry". It is known internationally as the "sunrise industry that never declines". In recent years, xx city pharmaceutical industry has made great progress, the industrial output value increased from 50 million yuan in 1998 to 120 million yuan in XX year, the tax revenue increased from 1.8 million yuan in 1998 to 3.5 million yuan in XX year, which occupies a considerable proportion of the city's total economic output, and has become a bright spot of the economic development of the city of XX.
At present, the overall operation of the pharmaceutical industry in XX city is good, but behind the rapid development, there are some constraints on the production and development of the difficulties and problems. These contradictions, we need to make a deep study, one by one to solve. Therefore, to maintain a clear mind, establish a scientific concept of development, increase help and service efforts to promote continuous innovation, to further expand and strengthen the city's pharmaceutical economy is of great practical significance.
First, the status quo
xx City, the pharmaceutical industry has more than 30 years of development history. In recent years, the municipal party committee, the municipal government will be the northern pharmaceutical industry as the city's economic development pillar industry, attaches great importance to the development of the pharmaceutical industry. The relevant functional departments to conscientiously fulfill their responsibilities, in the supervision of service development, in the development of the implementation of supervision, at present, xx city of red leaf pharmaceutical limited company, blue sky pharmaceutical limited company and the god tree gum factory 3 pharmaceutical enterprises all completed the property rights system reform, in accordance with the national policy guidance, grasping the opportunity of macro-control, invested in the implementation of the funds for the renewal of equipment and technology, are in accordance with the time limit requirements passed the national gmp certification The comprehensive strength of enterprises has been strengthened significantly. Now has tablets, pills, suppositories, capsules, granules, solid gelatin preparations, etc. 9 dosage forms, 103 varieties. The city's pharmaceutical industry presents five characteristics: First, the speed of development, industrial output value increased by 47% year-on-year; Second, fewer loss-making enterprises, three enterprises all profitable; Third, good operating efficiency, output value of profit and tax rate of 10.2%, sales profit and tax rate of 12.3%; Fourth, the assets and liabilities are low, assets of 150 million yuan, 120 million yuan of liabilities, asset-liability ratio of only 46%; Fifth, the bandwagon is strong, the pharmaceutical product Rational circulation, promoting the city's 102 drug business enterprises healthy development, at the same time, industrial production requires a large number of raw materials, the northern medicine planting industry has played a huge role in pulling.
xx city's pharmaceutical enterprises in the production and management of the following characteristics: First, fewer dosage forms, small scale, three pharmaceutical enterprises **** 9 dosage forms, net assets of 80 million yuan, the output value of not more than 150 million yuan. Second, the new "temple" and the old "bodhisattva" *** place. According to the national policy guidance, each enterprise in accordance with the requirements of the gmp carried out large-scale technological transformation, a block of garden-type factory buildings rise, become a bright spot in the city's industry. Production conditions have been rapidly improved and production capacity has been enhanced. However, some enterprises on gmp certification is passive, crushing, granulation, tableting, coating and other old equipment, hindering the process of technological innovation, did not lose the hat of labor-intensive enterprises. Foreign commonly used cip (in situ cleaning), sip (in situ sterilization) and other advanced technologies, in xx city is still little application. Secondly, modern management and rough operation collision. Pharmaceutical industry is a high-tech industry, medical equipment set of medical, optical, electronic, mechanical and other technologies in one, the need for modern management tools. In recent years, the pharmaceutical industry to take a variety of means, such as training, training and creating a large number of excellent management personnel, but the management mechanism of human management, the traditional processing technology is still supporting the operation of the enterprise, the enterprise bigger and stronger business management mechanism has not yet formed. Third, a small number of high-tech talent and a large number of lack of technical staff to form a contrast. In order to implement gmp and technological innovation, the enterprises from the medical and pharmaceutical universities employed some professionals, or engaged in innovation process, or responsible for site management, due to the face of unfamiliar positions, has not been fully adapted to the enterprise production management; enterprise has a certain amount of experience in traditional production, but the cultural quality of the staff group, the new process, the new technology cognitive process is longer, and the two have not been fully integrated to reach a tacit understanding and cooperation. The two are not fully integrated, to achieve tacit cooperation.
Second, the problem
1, underutilization of resources. Resources are the material basis for the realization of the benefits of the enterprise, make full use of resources in order to realize the benefits of the city. xx city's pharmaceutical enterprises in the gmp transformation, the production capacity of a substantial increase. However, the development speed of varieties, the speed of market share and liquidity did not completely keep up, so that part of the enterprise is not enough to start, the production capacity is wasted. Shenshu gum factory as an example, the enterprise is mainly engaged in gum, yellow gelatin, turtle board gum, antler gum 4 varieties of solid gum production, in the implementation of gmp transformation before, long-term use of artificial soil processing products, production capacity is low and backward technology, the product lack of market competitiveness. After the transformation, the enterprise updated equipment, the introduction of advanced production technology, production capacity has increased significantly, but due to a single product variety, market share is small, can only set production by sales, the annual production time is not more than three months, the equipment has been idle for a long time, not to be able to be effectively utilized. We are familiar with the Shandong Dong'a Group, in the early 1970s the size of the enterprise and now close to the Shenshu Colla Corii Asini Factory, but the enterprise seized the opportunity, and now has developed into a solid gelatin, granules, capsules, oral liquid more than a dozen dosage forms of more than a hundred varieties, production value and fixed assets of hundreds of millions of domestic star enterprises. Dong'a Group's successful experience is worth xx city pharmaceutical industry enterprises to learn and learn.
2, "fist" power is not big. The fist product is like the enterprise's "engine", can give the enterprise a steady flow of power. The U.S. citalopram hydrobromide capsule annual sales of 3 billion U.S. dollars, Xi'an Janssen's morphine single-variety annual sales of more than 8 billion, these companies are in the fist product benefit. The city's pharmaceutical companies, single-variety annual sales of 46 million yuan, is the product of the Red Leaf Pharmaceuticals - Kangwu anti-inflammatory suppositories, other varieties of low visibility, market share is small, did not form a "fist", nevertheless, the city's economy of the enterprise and have played a strong supporting role. But in contrast, the gap is obvious, mainly due to the lack of, varieties.
3, innovation is not enough. Innovation is an important factor in promoting sustained economic growth, but also the key to sustained development of enterprises and maintain a competitive advantage. Innovation, can provide greater space for business activities by reducing costs, but also through product differences in the competitiveness of enterprises. At present, most of the pharmaceutical industry enterprises in the city of xx only pay attention to the innovation of marketing strategy, ignoring the innovation ability of managers and the majority of workers, not to stimulate and form a full enthusiasm for innovation for all.
4, research and development of new drugs difficult. Research and development of a new drug, in the developed countries of Europe and the United States to 10-15 years, costing up to 5-8 billion U.S. dollars, most of China's pharmaceutical companies are looking forward to, are mainly generic drugs, xx city pharmaceutical industry is even more so. 1985, China's approval of the production of a class of new drugs 147, of which 88% of the generic drugs. Obviously, completely from the basis of independent research and development, the xx city pharmaceutical industry is unrealistic.
5, not enough integrity credentials. The market economy is both the rule of law and credit economy, the government and enterprises should pay great attention to. However, xx city, part of the enterprise integrity level is not high, has not established and improved the necessary product quality self-restraint mechanism and the problem of drug "back" mechanism, not fully aware of the gmp is the need for self-management, not to mention the feeling of gmp's "tightrope "
This is the first time I've seen a gmp in the world.
Third, countermeasures
The pharmaceutical industry is an important part of the national economy, its products are the human maintenance of health, to overcome the important guarantee of disease. Pharmaceutical consumption in developed countries ranked second, China's Ministry of Health, "the third national health services survey of the main results" shows that nearly 50% of the residents who are sick do not see a doctor, buy their own medication, medical expenses have become the third largest consumer goods. Due to the environment, living habits, food safety and other factors, the number of sick people is still increasing. 508 million people were sick in XX year, of which 13% were diagnosed as chronic diseases requiring multiple medication. Therefore, the development of the pharmaceutical industry has a broad market prospects, XX city's pharmaceutical industry should seize the opportunity to ride the wave.
1, accelerate the development of dosage form. Patients and doctors on the drug dosage form requirements are multifaceted, and China is relatively outdated, there are only 40 kinds of dosage forms, more than 4000 varieties, the United States is 43 times our country, Japan is 12.6 times our country, and the city of xx is even less. Therefore, it is necessary to support enterprises in the pharmaceutical dosage form to do articles, seize business opportunities. First, "fetishism". As we all know, drug patents have time, patent expiration will lose the exclusive right. According to "China Medical News" report: by XX, there will be 35 kinds of important drugs and medical devices patent expiration, for the generic drugs provide 82 billion dollars of market opportunities. The second is to make drugs "change their face". The state advocates the secondary development of drugs, through the improvement of technology, dosage form, packaging, etc., so that the efficacy of the old products to change the vitality of the solution to the slow effect of traditional Chinese medicine and the traditional "coarse, big, black" image, Huo Xiang Zhengqi water into the Huo Xiang Zhengqi liquid is a model of success.
2, promote the modernization of Chinese medicine. Chinese medicine is China's traditional medicine and traditional cultural treasures. With the recommendation of the World Health Organization, the prospect of Chinese medicine is generally favored by the world. At present, the market share of proprietary Chinese medicines is about 16 billion U.S. dollars a year, but Japan accounted for 80%, South Korea accounted for 10%, our country only accounted for about 5%. What is more regrettable is that our country imports "foreign Chinese medicines" amounting to 100 million US dollars every year, and the imported Chuanbei Pei Pa Koa Ointment, Safflower Oil, etc. have already exerted great pressure on similar products in our country, and WoBang's Chuanbei Pei Pa Koa Syrup is also one of the pressurized ones. The important reason is that our pCms are not modernized, there is no large-scale planting and breeding base of Chinese medicine, not certified by GAP, and the quality of raw materials is not stable. And xx city xingan shenli pharmaceutical co., ltd's flat shellfish planting base has been the first in the province through the gap certification, peach mountain ginseng medicine group, stretching the dragon flavorless seed base is also ready to implement gap certification. At present, xx city medicinal herbs planting area of 20,000 acres, in addition to a large number of wildlife medicinal herbs, undoubtedly, the resource advantage is obvious. To seize the opportunity to help, guide and support pharmaceutical enterprises to strive for technological transformation subsidies, industrial development funds and agricultural project funds, to realize the "company + base (farmers)" mode of operation, the pharmaceutical industry in the "industry to feed the agriculture" to consider and practice, to achieve positive interaction, to ensure that the raw material is abundant. To achieve positive interaction, to ensure that the raw materials are abundant, stable quality, and to lay a solid foundation for the rapid modernization of traditional Chinese medicine.
3, to create a strong brand. Brand strategy is an important factor in the launch of products and success of the enterprise. In the pharmaceutical industry, to the success of the brand, such as "Golden Throat", "Starshu" and so on. xx Red Leaf brand Kangwu anti-inflammatory suppositories in the country also has a certain degree of visibility, although not very loud, but also has a certain reputation. In the implementation of brand strategy, enterprises must be given in the product brand design "big design" concept, and unified expression of their products brand connotation. It includes corporate image design, product design, packaging design, brand spirit of personality design and advertising design. Try to minimize the brand connotation can easily lead to the blurring of a single advertisement, low-cost to create a strong brand, drive the development of the entire city's pharmaceutical industry.
4, vigorously introduce talent. Market competition, in the final analysis, is the competition for talent. The pharmaceutical industry is a high-tech industry, the product is a special commodity, the state has very strict special requirements, the ordinary workers have strict induction regulations. xx city three pharmaceutical companies, with senior titles only 1% of the total number of workers, with intermediate titles also accounted for only 3%. With the development and progress of society, the pharmaceutical industry will have higher and higher requirements for talents. Therefore, the introduction of management and technical personnel has become an urgent task. xx Municipal Party Committee and the municipal government has loudly put forward the "environment city" strategy, the entrepreneurial environment has been available, the enterprise should seize the opportunity, based on the long term, the introduction of talent as a fundamental condition for enterprise development to grasp, in good faith to attract, with the achievement of retaining, for the sustainable development of the enterprise to provide talent and intellectual assurance. The company's main goal is to provide talent and intellectual guarantee for the sustainable development of the company.
Part II Pharmaceutical Industry Research Report
Overview
Experts point out that China's pharmaceutical market is far from being saturated, but the competition has begun. At present, China's annual per capita medical consumption level is only 1/130 of the Americans, when the average developed country's annual per capita medical and health care consumer spending to reach XX U.S. dollars, the U.S. per capita breakthrough of $ 4,000, China's annual per capita medical and health care consumer spending is only 31 U.S. dollars. But on the other hand, the domestic sales of medical supplies continue to increase in the next 3 to 5 years will be 12% annual growth rate. xx years of China's pharmaceuticals, the face of the situation will be a booming and fierce competition **** exist. This is worth every pharmaceutical people seriously think about the problem.
Second, the hospital market analysis
How to do a good job in the hospital market, to a certain extent, determines the success or failure of pharmaceutical marketing, but also the main content of pharmaceutical marketing. In practice, I find out the tricks of marketing drugs, that is, we must point out some of the "key people".
The first is the doctor, they have the right to prescribe, with which drugs, with how much, all by their say; the second is the hospital's warehouse, from the pharmaceutical company into the drug all by them responsible for: the third is the pharmacy, they have a "small account book", how much each doctor with the drug, how much commission, all by them to provide to me! The fourth is the pharmaceutical company, the hospital from them into the drug, I get a commission with the drug money.
"The method of "punishing" these people is also simple, but according to the "importance" of each person to give different grades of commission. Some people are hard to get rid of, then give him more gifts, more invited him to dinner a few times. The medical representatives who promote the same drug are competitors, and often "spy" on each other, if which company gives the doctor's commission is high, the other company's medical representatives will report upward, and ask for a higher commission to the doctor.
Third, otc market or community pharmaceutical market analysis
otc market or community pharmaceutical market development, has become a new economic growth point of modern pharmaceutical marketing. Diseases treated in the community, the proportion of cold and flu medicines purchased in all purchased drug categories in the first place, followed by cough, sore throat, fever and cardiovascular disease and other diseases. With the gradual growth of the otc market and the community healthcare market, it has made advertising and sales clerks the main factors influencing consumers to purchase medicines, with sales clerks second only to television advertisements.
The study found that 74.0% of consumers will accept the advice of a store clerk once the clerk actively recommends a drug to them. In particular, 66.2% of consumers who specified a specific brand changed their minds when the clerk recommended a different brand of medicine. The study also found that sales clerks mostly use the efficacy and price of medicines as a promotional tool when introducing them to consumers, without saying much about the popularity of the manufacturer, which so far does not seem to have been taken seriously by manufacturers dealing in medicines.
Fourth, the general idea of the work of the pharmaceutical representatives
Because of the special nature of the work of the pharmaceutical representatives of the object, the level of professional knowledge and personal qualities of the pharmaceutical representatives are higher than the ordinary salesman requirements. Good use of salesmanship, on behalf of the smooth operation of the work of the pharmaceutical industry has a vital role. Learn to self-promotion, win customers sincere, friendly cooperation. A good self-promotion is the first condition for the other party to accept you and your products.
1. First of all, to maintain the spirit and vitality of the spirit of clean and decent appearance, courteous and not obsequious image to face their customers, and constantly shaping their own good temperament and robust demeanor; second, to cultivate a sincere, friendly, open-minded, optimistic attitude toward life, and to sharpen their own will; once again, to establish a continuous learning of the idea of trying to get involved in all kinds of knowledge, including the medical profession, and constantly improve their knowledge content. Thirdly, to establish the idea of continuous learning, and strive to get involved in various kinds of knowledge, including the medical profession, and constantly improve their knowledge and professionalization level.
2. Realistically show the corporate image, increase customer trust. The work of medical representatives is not independent, but an integral part of the integrated marketing of the enterprise. The good and bad image of the company and its brand in the minds of doctors is largely determined by the degree of use of the product. Medical representatives in the full promotion of the product at the same time, in fact, from another angle to promote the enterprise.
3. We must have an in-depth understanding of our own company in all aspects, and fully understand the company's business philosophy, operating principles and values; secondly, we should carefully analyze, refine and summarize the company's strengths, without avoiding the weaknesses, and correctly treat the company's shortcomings; thirdly, we should recognize our own work objectives, understand the company's expectations of its employees, and make full use of the support and help that the company is able to provide; lastly, we should have full confidence in our company, and always feel that we have a good chance to make the best use of the company's resources. Finally, have confidence in your company and always feel that your company is the best. Only to their own business full of confidence, in order to infect each other through your words and deeds from the heart.
4. Utilize the new concept of new products to infect customers. Pharmaceutical representatives marketing drugs are generally new drugs, and some of them are new dosage forms or new use of old drugs, around these academic theories and new concepts of the product, complete and accurate promotion is the key to let the doctor accept the product.
5. Introduce the theory of the efficacy of the new species, the background of research and development, and the history of the clinical development of the drug and related medicines; secondly, properly introduce the effect of the new drug in the clinical application and in the actual application of the specific situation. Only by skillfully mastering the efficacy and clinical knowledge of the new drug, can we answer the possible questions of doctors from all aspects. Pharmaceutical representatives must be a solid knowledge of the fundamentals of medicine fully applied to the promotion of pharmaceutical activities.
V. Conclusion
According to the above research and analysis, after the completion of the drug bidding work, the key is to hospitals and pharmaceutical companies to carry out business public relations, especially for hospitals focusing on public relations, and strive to win the degree of drug ordering contracts to ultimately realize the company's economic and social benefits. In dealing with them, it is necessary to set up from the collection of drug orders, the implementation of drug transportation, the maintenance of public **** relations as well as the monitoring of the return of the payment of the full-service consciousness, dedicated to do a good job of the company's pharmaceutical sales.
The practice of modern pharmaceutical sales tells us that only a good grasp of the clinical needs of the hospital and the development trend of disease treatment can be targeted to carry out the actual work of pharmaceutical representatives. Specifically, it is through the efforts of the medical representatives, so that the doctor to complete from the attempt to use drugs, conservative drugs, second-line drugs have been to the first choice of drugs such a cognitive and medication process.
Part III Pharmaceutical Industry Research Report
Heilongjiang Institute of Traditional Chinese Medicine Pharmaceutical Plant was founded in 1959, the competent unit of the Heilongjiang Institute of Traditional Chinese Medicine is a collection of scientific research, medical care, teaching, production and integration of traditional Chinese medicine research institutions. At present, the enterprise has tablets, capsules, granules, three dosage forms *** dozen varieties, strong technical force, strong basic strength, there are strict inspection and monitoring procedures and strict management mechanism enterprises with domestic advanced level of modern production equipment. There are a large number of high-quality technical and management personnel, the use of advanced production processes and management concepts, adhere to the "customer first" modern business ideas to develop enterprises, management enterprises, first-class testing equipment and inspection methods, from the selection of raw materials to the management of the production process to carry out a comprehensive quality control, all-round to ensure that the quality of products. The quality of the products is guaranteed in all aspects, and the economic indexes grow significantly every year.
Q: What do you think is the key to your success?
A: We "carry forward the traditional northern medicine, the application of high-tech production, upholding the pharmaceutical conscience, and promote the health of life" for the purpose; to enhance, transform, and develop the resources of the northern medicine, the black in the development of medicine to create a Chinese medicine industry a wonder as the goal; to gmp management standards, advanced technology, first-class equipment, With gmp management standards, advanced technology, first-class equipment, high-quality staff, we produce excellent products; with a high degree of responsibility to the people and the spirit of dedication to the community, we create a unique corporate culture of "HeiZhongRenYiPharm". "A few flavors of junchen medicine, a piece of heaven and earth" is our corporate philosophy, in line with integrity and trustworthiness, pragmatic and innovative, dedicated to serving the country, the spirit of unity and progress of the enterprise, abide by the integrity of the past, in good faith, to grasp the present in good faith, in good faith to forge the future of the faith, the development of self-help, to the benefit of society. I think it is our honest service to win the success of the enterprise.
Q: Do you think our college students should have what ability if they want to work in your enterprise?
A: First of all, there is a team spirit, work only with colleagues to get along well *** with the cooperation to get twice the result with half the effort, you can solve a lot of problems, and often a person can not be very good to complete the work; the second is the spirit of innovation, only to learn more professional knowledge, understanding of cutting-edge scientific research dynamics and research methodology, and combined with their own thinking and innovation, in order to have their own research results. Whether as a student or on the job, the requirements at this point are very important.
Q: What professional qualities should college students have?
A: In terms of the most basic qualities of a career, a person's "virtue" is a prerequisite for entering the professional world. First: faithful. As the saying goes: "attitude determines everything". Faithful attitude to deal with all aspects of the work, will inevitably succeed. Second: Honesty. Honesty is a key element in dealing with people and a virtue that is indispensable in a profession. The content covered by the word "integrity" is not something that can be achieved in a short period of time, but can only be realized after a long period of practice. As the saying goes: "a hundred years of speech, a thousand years of integrity". Third: hard work. Regardless of the size of the public affairs, things simple and complex, do things diligently, practically, meticulously. Can suffer, good work, no laziness, no avoidance, no shirking. Fourth: humility. In dealing with others or coworkers, success comes from humility and pleasure, humility is the antonym of pride. Whether in social life, or in the daily work, we must do not be proud of the rich and poor, not cheap, do things with all your heart, and treat people with humility. The first time in the world of college students, we must bear in mind the ancient motto of "ill-gotten gains are not desirable".
Q: What are your opinions and suggestions for contemporary college students?
A: Contemporary college students to cultivate their own good psychological quality, a person's psychological quality is often high or low in the face of his failure is more fully embodied. In college life to do some never before touched the attempt. If you succeed, all will be happy, but the important thing is how to face after failure. Failure is painful, but the length of the pain is completely in their own hands, in the face of failure, the more frustrated, the more courage is always the choice to success. So college students should consciously cultivate their ability to withstand failure, the correct treatment of failure, failure as a necessary step towards success. Nowadays, social pressure, work pressure and life pressure are all very big, so we must have a good psychological quality. The second is social skills. The main task of college students is to study, but this does not mean that studying is the task. If you only focus on learning and ignore the cultivation of other abilities, it will cause "malnutrition". University is in fact a small society, the reason why two people are very important for human beings lies in the social nature of human beings. Therefore, all kinds of contact with the society is inevitable. This requires college students should have better social skills, modern society emphasizes the ability to cooperate, focusing on the group spirit. For this reason, college students should pay attention to the relationship with roommates, classmates, counselors and other teachers and students in their daily lives.
Q: What are your expectations for students majoring in Chinese medicine?
A: Try to learn professional knowledge and promote the cause of Chinese medicine. For you students majoring in Chinese medicine to develop Chinese medicine and to combine with science.
Through this interview, I learned a lot of truth in life, before entering the society, we college students have to do a lot of preparation, exercise their own ability in all aspects, so that in the society as such a large environment to obtain some advantages, for the promotion and development of traditional Chinese medicine to make greater contributions.