Listed pharmaceutical companies spend one billion yuan a year in marketing costs | Where does Qian spend?
Medicine Network May 11 hearing 123 listed pharmaceutical companies rise in marketing costs, what money?
In one year, marketing costs of listed pharmaceutical companies rose by 10 billion
According to Wind data, as of April, of the 139 listed pharmaceutical companies that issued the 2017 annual report, 123 had higher sales costs than last year, and the overall increase may exceed 10 billion. There are 62 companies with an increase of more than 100 million yuan.
Where did tens of billions of dollars go and if you turned the perspective back to 2017, you will find that this is related to policy.
The most important policy in 2017 is undoubtedly the two-vote system. If you use the two-vote system as a starting point to trace the source, you will find the answer. One is a drug company, one is a hospital, and the other is the middle. proxy The role of dealers, distributors and distributors, after the two-vote system, there is only one left: distributors.
After passing the two-vote system, the original agent’s marketing expenses were passed
Then, the sales responsibilities assumed by the original agents were passed on to drug companies. The model of the reserve price package disappeared completely. Instead, it was replaced by a high opening and high return. The difference between the high opening price and the reserve price was partially paid, some were paid 'Commission team'.
The marketing expenses paid for in the original circulation became pharmaceutical company payments. This is one of the reasons why the marketing fees on the statements should increase.
Self-built team, huge expenses
Another important reason is that pharmaceutical companies have to invest more in the urgent need of self-constructed teams. This part is the net expenditure of pharmaceutical companies.
Taking Fosun Pharma as an example, as of the end of 2017, it has formed a marketing team of nearly 5,000 people at home and abroad, compared with just 3,000 in the same period last year, which has grown by nearly 2,000 people within a year.
However, self-construction team does not apply to all pharmaceutical companies. enterprise Certainly unable to bear - this issue is also known by some local governments. Heilongjiang issued a document to encourage pharmaceutical companies to set up a CSO company. Slightly review:
Most drug companies cannot afford it. The government encourages CSO
On April 16, the Heilongjiang provincial government issued the "Notice on Printing and Promoting the Province's Pharmaceutical Industry Development Action Plan (2018-2020)." drug When selling the 'two-vote system' requirement, it clearly stated that 'through the establishment of self-built marketing networks, sales outsourcing (CSO) and other ways to establish a modern marketing model.'
In the current environment, CSO is a model suitable for most drug companies - self-built teams are too expensive, and sales outsourcing is the best choice.
However, the CSO referred to in this article does not include companies that deal only with bills. Which companies, under the pressure of the tax authorities, have basically disappeared. Data show that as of January 15, 2018, 140,000 of the country’s medicine Only 100,000 CSO companies survive, with 25.4% of CSOs 'missing'.
Drug companies buy small and medium drug lots to relieve pressure
In addition, pharmaceutical companies still have a tendency to pay attention to, that is, vigorously acquiring small and medium-sized commercial companies. The most important driving force is the two-vote system. Medical, industry and trade policies are not allocated to one vote.
It seems that the most tragic reminders of small and medium-sized drug dealers are driven by policies that are not integrated by large-scale commercial enterprises. They are to be collected by pharmaceutical companies and transformed into logistics centers and service centers for drug companies.
To make matters worse, large companies are hospital The pharmacy's custody has intensified, forced small and medium-sized pharmaceutical businesses to exit the hospital, and they have to start the option of acquiring mergers and acquisitions, and finally complete the goal of 'concentrating the circulation industry' in policy planning.
This is also a means for pharmaceutical companies to ease the pressure of rising marketing costs.
