In China, do as the Romans do.
When selling new drugs in China, foreign-funded enterprises should do all kinds of sales and marketing actions to enhance the popularity of new drugs during the introduction period. The core purpose of these actions is to educate the market, educate doctors in China, and build a platform for doctors to prescribe new drugs through the promotion of concepts or diagnosis and treatment programs.
Generic drugs can basically save the cost of the education market, because foreign companies have built a platform on which domestic pharmaceutical companies can directly sing. Domestic generic drug companies are not the founders of the stage, but the users of the stage. One advantage of copying other people's products is that it can save the cost of setting up a stage and can be used for relationship marketing. This is precisely the deficiency of foreign companies, not only in consciousness, but also in funds, because market education (that is, academic promotion) has spent a lot of money.
China has a fertile and broad relationship marketing soil, on which the target market of generic drugs grows. Generally speaking, relationship marketing is popular, not academic promotion. Not only doctors will yell, but also pharmaceutical employees will yell, "Doctors know all academic things, so what's there to talk about?" But in theory, academic promotion should be the highlight of the operation of innovative drugs, because drugs are not fast-moving consumer goods and need academic promotion, and as a new drug, an unprecedented thing, if people want to understand it, they need academic promotion.
From the whole process of drug research and development to the operation after the product is put on the market, generic drugs can follow the trend, follow the original drug, draw a gourd ladle from the inside out, and compete with the price of the original drug or compete with the original drug in different places. Although it can't rank first behind others, China's pharmaceutical market is second only to the United States and Japan in the world. Those patients who can't afford the original drugs, and those doctors with China characteristics, are providing the soil for the development of generic drugs.
People are used to following, not taking the lead, and most people have the psychology of conformity, which is also the reason why the influence theory was born. "Independent thinking" has become a luxury in this era. Most people can't afford it. What they can afford is "do as the Romans do". Generic drugs are "when in Rome, do as the Romans do" products, and we only use local materials. China is the largest producer of APIs after India. It uses its own chemical intermediates to produce APIs, and then uses its own APIs to produce generic drugs. The manufactured generic drugs are basically digested by China people themselves. This is self-sufficiency. What do you spell in the west?
Our raw materials are not only supplied to domestic pharmaceutical companies, but also to foreign pharmaceutical companies. The lower the position of products in the industrial chain, the higher the profit; The more upstream, the lower the profit. The profit of API is lower than that of generic drugs, and the profit of generic drugs is lower than that of new drugs, which seems to correspond to the product cost.
Export is a way out, just as Wall Street made the headline "Go to the East" in the financial crisis. Western pharmaceutical companies regard China as an emerging market, and China is one of the BRIC countries. The patent of brand drugs of multinational pharmaceutical giants has expired, and the investment in new drug research and development is huge, but the harvest is very small, which is one reason for them to enter emerging markets. If you don't advance, you will retreat, which also applies to the development of pharmaceutical companies. If your income has not increased, it means that you are retreating. It can be said that I want to go out, but just after I raised my feet, Indians have turned many times in overseas land, and Indian pharmaceutical companies are still firmly at the top of the American generic drug market.
The export of generic drugs must meet several conditions: passing cGMP compliance review, obtaining ANDA approval, and being able to sell and market overseas. The core competitiveness of enterprises should be shaped and refined from three levels: product, sales and market. Since the production environment of the product has passed the cGMP compliance review, the product itself should be no different from similar overseas products. However, when we refine the value of products with competition and market orientation, we should be able to find that our competitors and markets have changed: overseas pharmaceutical companies have become our competitors, and overseas doctors and patients have become our markets.