中国处方药市场挑战及应对策略探讨

Challenge and Coping Strategy for the Prescription Drug Market in China

目的探讨当前我国处方药市场面临的挑战,为企业制订应对策略提供参考。方法分析公立医院改革、医保制度改革政策的实施给企业处方药营销带来的挑战,研究企业应对策略。结果与结论公立医院医疗总费用的总量控制导致公立医院处方药市场从2017年起开始进入低增长拐点,建议企业积极开拓民营医院市场、零售市场和互联网电商市场;公立医院重点监控临床合理用药药品的临床应用及医保支付方式改革导致非治疗性药品、辅助用药等的应用减少,建议企业主动调整产品结构;国家组织药品集中采购和使用试点导致药品中选价格大幅降低,建议企业重构公立医院处方药营销模式,加强创新,加快新产品开发。国家按通用名制订药品支付标准的改革及药品以是否通过一致性评价为集中采购的先决条件,建议企业量力而行,有选择性地开展一致性评价工作。通过以上措施,最终实现企业战略调整和转型,促进医药行业健康有序发展。

Objective To investigate the challenges confronted by the current prescription drug market in China,and to provide reference of strategies for medical enterprises.Methods The reform of public hospitals and health insurance system,and the challenges confronted by pharmaceutical enterprises in the current prescription drug market were analyzed,and the development strategies of enterprises were studied.Results and Conclusion The prescription drug market in public hospitals has entered the inflection point of low growth since2017 by the control of total expenditures in public hospitals;thus,developing the private hospital market,retail market and online drug market was suggested for enterprises.The focus of public hospitals on monitoring the clinical application of rational drug use and the reform of medical insurance payment methods have led to a decrease in applications such as non-therapeutic drugs and adjuvant drugs;it is suggested that enterprises should adjust the product structure.With the reducing drug price by centralized purchasing pilot scheme,restructuring marketing model of prescription drugs by enterprises was suggested.Moreover,original innovation and new drugs development were also suggested to replace generic drug production.Consistency evaluation of generic drugs was important,because of the health insurance payment standard based on generic name and centralized purchasing of drugs by state and provincial organizations.It is suggested that the consistency evaluation of generic drugs should be highly highlighted by enterprises.Through the above measures,the adjustment and transformation of corporate strategy will finally be realized,and the healthy and orderly development of the pharmaceutical industry will be promoted.