Medical device sales veteran experience: why do you always have the strength to make it impossible?

With the deepening of medical reform, the state has constantly increased its supervision over the pharmaceutical industry. Bid price, product homogenization, hospital being homogeneity, the hospital is managed, the hospital compresses the supplier number, carries on the selection of the centralized distributor, 94 documents, the consistency evaluation, the drug occupation ratio restriction, the big prescription restriction, the auxiliary medication restriction, the medical insurance control fee restriction, the camp to increase, the flying inspection, the commercial bribe bribe and so on, especially the two ticket system. Let the pharmaceutical industry add to the burden of suffering. In accordance with the previous state's repeated statements about the two ticket system, the two ticket system was the first in public hospitals and medical reform pilot provinces, (District, city). By 2018, two tickets will be implemented all over the country, leading to a big shuffle in the pharmaceutical industry, and thirteen thousand pharmaceutical and commercial companies in the country will be compressed to only three thousand, and ten thousand medicine will be eliminated. How can a business company and a large number of medical natural persons survive?

Five years ago and even earlier, the agents that had medicine were transferred to medical equipment. Now, more than one billion of the pharmaceutical and commercial companies that have sold more than one billion of the year have concurrently operated medical instruments. Although the terminal of medical equipment and medicine is the hospital, but Wang Qiang believes that medical equipment still has its unique industry rules and characteristics, and the medical agents that have been transformed as medical devices are always hard to make, and the performance is natural. Therefore, it is necessary to understand the rules and regulations of the medical device industry, and medical devices can be classified into five categories:

One class, two types, three kinds of medical devices

2014 is the year of the medical equipment industry. The state has made a major adjustment to the medical equipment industry. The general principle is to encourage innovation, to open up a class of medical instruments, to strictly control the three types of medical instruments, to enforce strict supervision on the whole industry, to increase the punishment and to introduce the "blacklist" system.

For the medical equipment production enterprises, a class of medical instruments only needs to be put on record. The two and three kinds of medical instruments must be sold by the product registration certificate. The registration certificate of the previous free products is changed to the charge system. The two kinds of medical instruments are set up by the various places, and the domestic three kinds of medical instruments are registered at one hundred and fifty thousand. Medical device registration fee is three hundred thousand, and green channel for innovative medical device registration is also free.

Mike biology, Wanfu biology, Da'an gene, lad man, Zhong Sheng North control, Fuxing Long March and so on. The concentration of domestic in vitro diagnostic industry has reached 80%, which is roughly the same as that of foreign markets.

Drug and pharmaceutical representatives mainly put their energy on doctors, and some medical consumables should be the work of the head nurse, the consumables in the Department of orthopedics, and some medical consumables, especially in vitro diagnostic reagents, are closed sales. These are all distinctly different from the drug sales.

Medical devices for diagnosis and treatment

In China's medical equipment industry more than 80% of the listed companies, the annual sales of hundreds of millions of enterprises are doing diagnostic products such as Shenzhen MINDRAY, Shanghai KELONG, Shanghai combined shadow, because of the high use of diagnostic products, can create better economic benefits for the hospital. The treatment products are relatively high in clinical requirements and low in use, especially in the treatment of equipment and products, once the medical accidents occur, hospitals often stop, so the treatment of products is very difficult to make big.

Conclusion: it is very difficult to make a diagnostic product, do medical consumables, do conventional medical equipment and make it more easy to do bigger and stronger. It is difficult to break through one hundred million of the annual sales of medical equipment and innovative medical equipment.

Annual revenue and cost - earning rate of major departments in hospitals

The hospital department can be divided into medical technology department and clinical department. The top ten rank of hospital department's annual income are internal medicine, surgery, Radiology, Department of traditional Chinese medicine, laboratory department, operation room, emergency medicine department, oncology department, obstetrics and gynecology department, anesthesiology department.

The top ten cost and return rates of the hospital department were as follows: the cost and return of the laboratory department was 89%, the cost and return of the radiology department was 80%, the hemodialysis, the endoscopy center and the pathology department were 43%, the cost and return rate in the operation room was 21%, the cost and return rate of the radiotherapy department was 20%, the cost and return of the anesthesiology department was 6%, and the cost and return rate of the oncology department was 3%. The cost yield of the Department is -2%

From the overall income of the hospital, the total income of the medical science and technology department is only 24%, but the cost and return of the medical science and Technology Department (the cost and benefit rate indicates the profit obtained by the unit cost, the relationship between the cost and profit, the higher the general cost rate, the higher the operation efficiency of the enterprise) is far beyond the clinical department, and the clinical department is divided into the radiotherapy department. In addition to the oncology department, the other departments are negative, indicating that the clinical department has poor profitability, and the medical technology department has a strong profit ability, especially in the laboratory and the radiology department. Wang Qiang believes that the main reason for this situation is that the Health Commission has set up a "drug occupation ratio" index to assess the hospital, in the face of the loss of revenue and profit, it has to be made to make up for the patients to do "inspection". Frequent and extensive overinspections step up the cost-benefit ratio of medical technology departments.

Understand the rules of the game and adjust your mind

It is a problem to do medical equipment and the thinking and method of making medicine from drugs to medical equipment. It is not realistic to do it in a short time. First, the market capacity of the pharmaceutical industry is one trillion and six hundred and sixty billion, while the medical device market capacity is three hundred billion, which is less than the 1/5 of medicine.

The four is to make medical consumables into the hospital process to be longer than drugs. After bidding, the drug can win more than ten or even more hospitals after winning the bid. And medical consumables are different, high value consumables should enter the provincial standard, ordinary consumables and test reagents should enter the city standard, but some areas do not bid for three or five years, and you have no access to the threshold. Even if you have a provincial mark or a city mark, it is more important that every hospital should do the "hospital mark" by one by one, and the "hospital mark" should pay attention to the opportunity to enter the hospital, such as the replacement of the dean and the director of the Department, or the expiration of the existing supplier's contract. And the medical equipment is one family to do the hospital standard.

Five is the price limit for medical equipment in Jiangxi. In the 13th Five-Year medical system reform, the State Council put forward the centralized purchase of high value medical consumables, inspection testing reagents and large medical equipment. In Anhui Province, the drug production center has completed a total of 15 batches of large medical equipment for the unified bidding work at the end of May 2016. The total purchase amount is 366 million yuan, and the average price is more than 30%.

Six is medical consumables and drugs, as well as the price of tendering, two votes, the increase of the camp, the selection of centralized distribution and so on. After the state supervision and management of the medical consumable market, the medical equipment will be involved.