Original Minai release
Highlights
Starting in 2023, the reform of medical insurance and the integration of designated pharmacies into the overall management of outpatient clinics will have a far-reaching impact on the pharmaceutical retail industry. On the morning of June 27, the 2024 MISI Parallel Forum "Prescription Drug Out-of-Hospital Market Development Forum" exclusively co-organized by Wanze Shuangqi was successfully held in Huzhou, Zhejiang, where industry experts and celebrities discussed and shared the development opportunities of the prescription drug out-of-hospital market through outpatient policy interpretation, omni-channel data perspective, and closed-loop construction of professional services. Wang Xiaofei, general manager of Xingyin Pharmaceutical's retail marketing center, served as the moderator of the forum.
Wanze Shuangqi has been deeply involved in the field of microecology for 30 years, and the new book release ceremony of "Mycelium Inheritance" was successfully held
With the vision of improving the health level of the Chinese people and helping the chain to increase, Wanze Shuangqi brought the project of "Inheritance of Bacterial Veins, 1,000 Days of Early Life" to the conference, and successfully held the new book release ceremony of "Maternal and Child Bacterial Inheritance and Health - The First Gift from Mothers". The book is participated by 11 experts in the fields of pediatrics, obstetrics and gynecology, and reproduction, focusing on 135 hot topics related to the microbiota in the early 1000 days of life, such as pregnancy, pregnancy, postpartum, lactation, infants, and children.
Wang Min, director of the Medical Department of Wanze Shuangqi, shared the theme report of "Bacterial Inheritance: 1000 Days of Early Life". Starting with the case of successful fertility assisted by the joint regulation of intestinal microecology and reproductive tract microecology, Mr. Wang completely expounded the medical academic concept of "bacterial inheritance" and called for attention to the early 1,000 days of bacterial inheritance. At the same time, the project of "1000 days of early life of bacterial vein inheritance" being promoted by the Wanze Shuangqi OTC team was introduced, which provided a model for the continuous and steady increase of out-of-hospital prescription drugs, and found the certainty of out-of-hospital growth from uncertainty.
Wang Min, director of the medical department of Wanze Shuangqi
Wanze Shuangqi Pharmaceutical Co., Ltd. (000534) has been focusing on the field of microecology for 30 years and is a member of the International Society for Probiotics and Prebiotics Science (ISAPP). Deeply cultivated in the field of microecology for 30 years, it has built a complete industrial value chain of pharmaceutical R&D, production, distribution and terminal retail, and is currently the largest domestic production scale and the only national high-tech enterprise focusing on the two microecosystems of digestion and gynecology. Its flagship product, Jin Bifi, has won the "China Pharmaceutical Brand List" Hospital Terminal Microecological Preparation Award for 6 consecutive years, and Dingjunsheng has won the 2024 "China Chain Pharmacy Most Valuable Single Product Award".
Perspective omni-channel data mining variety opportunities, chronic disease medication is promising
Zhou Chunxuan, Director of the Data Research Center of Minenet Hospital
Zhou Chunxuan, director of the Data Research Center of Minenet Hospital, helped the guests find varieties with potential market opportunities through the perspective of omni-channel data. Starting from the characteristics, influencing factors and trends of public medical terminal drugs, she pointed out that under the influence of various policies, public medical institutions have achieved an obvious trend of changing their talents, while the trend of prescription outflow is not obvious for the time being. At the same time, it is pointed out that centralized procurement is the most important factor affecting the use of drugs in public medical institutions now and in the future, and centralized procurement is conducive to the expansion of the terminal use of selected generic drugs, especially the "barefoot" varieties, and some of the selected generic drug varieties are replaced by domestic ones; Centralized procurement is conducive to the selected OTC and double-cross varieties to expand the accessibility of drugs, increase sales and brand influence; Centralized procurement is conducive to the development of compound preparations, and after the inclusion of unilateral preparations in centralized procurement, the sales of related compound preparations have increased significantly; Centralized procurement has a great impact on the varieties that fail to reach the standard, especially the generic drug varieties that fail to achieve the standard, and the varieties that fail to turn to the out-of-hospital market for sustainable development are obvious. Finally, from the aspects of the population, characteristics and trends of chronic diseases, and the market characteristics and trends of chronic disease drugs, Zhou Chunxuan put forward the view that the development prospects of the chronic disease drug market are broad, and there are still many potential varieties and opportunities worthy of exploration and layout by enterprises.
Li Baiyang, head of the retail business unit of AstraZeneca's omni-channel business unit in China
Li Baiyang, Head of Retail Business Department of AstraZeneca's Omni-channel Business Unit in China, shared the trend of prescription circulation and the exploration of channel value creation under the coordination of outpatient clinics. She pointed out that in 2024Q1, the out-of-hospital prescription drug market will show a negative growth trend, the average number of people served in stores will continue to decrease, and the trend of retail patients returning to medical institutions is obvious. In the short term, the policy is favorable to primary medical institutions, but the outflow of prescriptions is the general trend, and the "dual-channel" pharmacies and varieties are expanded, and the demand for disease management of out-of-hospital patients still exists, and disease stratification/fine management is the trend. Chronic diseases are the traffic entrance of pharmacies, building trust is the basis for retaining patients, professional and personalized services can achieve a win-win situation for the chain and patients, and the disease management ecology and brand co-construction around patients can make patients stay in the chain. In recent years, AstraZeneca has attached great importance to the three aspects of hospital-store linkage, chronic disease management, and brand co-construction to promote cooperation, supporting the integrated management model of chronic diseases outside the hospital, and is committed to making patients and chains win-win.
Sun Peinan, Director of Chronic Disease Category of the Retail Marketing Department of Jinyao Darentang
Affected by the overall policy, changes in the disease spectrum, and consumption downgrade, the development of the pharmaceutical retail industry has entered an inflection point, and the sales of chronic disease categories in retail pharmacies will show negative growth in the first quarter of 2024. Sun Peinan, director of the chronic disease category of the retail marketing department of Jinyao Darentang, believes that creating a heart tonic category can break through the dilemma of the chronic disease category and open a new era of "nourishing the heart"; In response to the upgrading of consumers' treatment needs from heart treatment/heart saving to heart nourishment, we provide solutions for the drug needs of the whole course of cardiac diseases; In response to the needs of store operations to improve the profitability of categories and improve the professional level of chronic disease services, we provide rich drugs and comprehensive services for brands, drainage, sticky customers, and gross profits.
Build a closed loop of professional services to empower the operation of pharmaceutical e-commerce
Jiang Yuxiang, General Manager of Shanghai Pharmaceutical Cloud Health Digital Technology (Shanghai) Co., Ltd
The integrated operation of the professional pharmacy network realizes the superposition of services around the out-of-hospital scenarios to meet the all-round needs of users. Jiang Yuxiang, General Manager of Shanghai Pharma Cloud Health Digital Technology (Shanghai) Co., Ltd., shared his experience in building a "patient-centered" closed-loop of professional services. "Internet +" delivers medicines to homes to help patients purchase drugs conveniently, and provides convenient services for the majority of patients, especially elderly patients with limited mobility, by undertaking the orderly outflow of hospital prescriptions. Through the docking with the hospital's HIS system, Shanghai Pharma Cloud Health obtains prescription information, which is centrally processed by the "Beneficial Drugs • Electronic Prescription" platform, and then distributes the drugs to patients after the prescription is reviewed by its cloud pharmacy, effectively solving the problem of last-mile accessibility of drugs.
He Ziliang, co-vice president of Yuanxin Technology Group
The impression of industry colleagues on Yuanxin Technology may be the well-known Yuanxin Pharmacy, which has more than 300 DTP and hospital-side pharmacies across the country. He Ziliang, co-vice president of Yuanxin Technology Group, turned his perspective to the Internet and shared the basic plan and operation ideas of e-commerce in the pharmaceutical industry. Yuanxin Technology focuses on the entire medical service cycle from patient reception to the end of the course of illness, delivering value to patients, hospitals, pharmaceutical companies and insurance companies. He mentioned that e-commerce is currently one of the fastest channels to verify a product, and the company has created a matrix model of multiple stores on mainstream platforms, working closely with major e-commerce platforms to undertake category traffic through refined operation stations, and then in-depth cooperation with industrial brands. For the off-site operation of pharmaceutical e-commerce, he shared practical experience such as brand marketing content layout, search brand marketing position construction, Douyin short video + Xiaohongshu grass planting layout, and content marketing model of medical science popularization, which is full of dry goods.
Brainstorm! DOT management for out-of-hospital patients does so
To find growth opportunities in the stock market and dig deep into the value of existing patients, DOT (Duration Of Therapy) management is an important means. How to do a good job in the DOT management of out-of-hospital patients, Wang Xiaofei, general manager of the retail marketing center of Xingyin Pharmaceutical, the moderator of the forum, had an in-depth exchange with three industry executives.
Mi Jing, general manager of Zhejiang Inter Pharmacy Chain Co., Ltd., said frankly that patients and drugs are needed by the chain, how to do services around the two, from product-centric to service-centric, and build a full life cycle service center for patients and varieties is the concept that Inter Pharmacy wants to respect. Only by managing the whole course of the disease for patients, truly connecting patients and drugs, and binding products throughout the life cycle, can the chain benefit from it.
Zhang Zeyun, General Manager of Group Marketing Center of Lee's Pharmaceutical Holdings Co., Ltd. and General Manager of Zhaoke (Guangzhou) Oncology Co., Ltd., said that patient DOT management is particularly important for products with serious and refractory diseases, and is an important leading part of product marketing. In the process of DOT management education, patient education should be given priority to products with small competitive fields, irreplaceable and large potential patient population.
Chao Qianfei, general manager of Suzhou Fei Power Network Technology Co., Ltd., believes that pharmaceuticals and chain enterprises need to understand that DOT management needs to be patient-centered and led by chain enterprises. At the same time, each variety is only a small part of the patient's life cycle, and it is difficult for one company to stand alone, so multiple pharmaceutical companies and multiple varieties must be involved in the project.
Finally, the host Wang Xiaofei concluded that the transformation of industrial enterprises from the original product-centric to the current program- or service-centric has reached a high degree of consistency with the current transformation of chain pharmacies from the original commodity-centric to the current patient-centric. Under the common goal, industrial and commercial cooperation can gain more in the future and create greater value for the health industry.