对医药商业公司销售代表转型的探讨

Discussion on the transformation of pharmaceutical sales representatives

目的 :探讨医疗卫生体制改革背景下医药商业公司销售代表的转型发展。方法 :从医药商业公司内部、医药行业、政府管理、社会环境等方面分析销售代表面临的问题,并提出相关转型建议。结果与结论 :医药商业公司销售代表是连接医药商业公司、医疗机构和药品生产企业的纽带,在医疗卫生体制改革背景下,其职能弱化、发展方向不明确。我们结合现有政策,提出了相应的建议,以便明确销售代表向服务模式和销售模式转型的方向。

Objective： To explore the transformation and development of the pharmaceutical sale representative under the background of the medical and health system reform. Methods： The sale representatives-facing challenges were analyzed from several aspects including the interior of medicine enterprises, pharmaceutical industry, government management, social working environment and so on and some relevant suggestions were proposed. Results Conclusion： Pharmaceutical sale representative is a bond connected among pharmaceutical commercial companies, medical institutions and pharmaceutical manufacturers. The functions of the sale representative have been weakening under the background of medical and health system reform and their development direction is not clear. Therefore, we propose some relevant suggestions by combining with the existing policy so as to define the direction shifting from the sale model to the service model.