Raiders: How mobile medicine collects money from pharmaceutical companies
In 2014, it was hailed as the first year of China Mobile Medical . The timeless medical industry became a hot spot for investment. Entrepreneurs from all sides were well-known, and various theories and styles of play were also emerging. However, no matter how versatile, it’s always a bit lacking.
Mobile medical companies in the United States have successful charging models for hospitals, doctors, patients, insurance companies, employers and pharmaceutical companies. However, due to the closure of China’s medical system and the underdevelopment of social insurance, the above charging path seems to be in front. The road is long, and only the charges to pharmaceutical companies (including medical devices) seem to be more reliable in recent years.
Many characteristics of pharmaceutical companies indicate that it is a reliable mobile medical payer.
1. First, pharmaceutical companies have incentives to pay.
Drugs and pharmaceutical companies are important participants in mobile medicine . Many mobile medical products are very helpful for brand promotion, information transmission and patient management of pharmaceutical companies;
2. Secondly, pharmaceutical companies have the ability to pay.
Many pharmaceutical companies have budgets ranging from tens to billions, and there are nearly 5,000 legitimate pharmaceutical companies in China;
3. In addition, pharmaceutical companies have the incentive to pay.
Under the tide of anti-commercial bribery and drug price cuts, it is the only way for pharmaceutical companies to contact doctors and patients through Internet marketing;
4. Finally, pharmaceutical companies can also contribute to the promotion of mobile medical products by virtue of their popularity and marketing network among doctors and patients.
Having said so many benefits, mobile medical companies are not eager to charge pharmaceutical companies. Reasons include:
1. Mobile medical care currently has sufficient financing support, and the charging power is not strong;
2. The company believes that the early introduction of pharmaceutical companies may affect the public or academic nature of their products and reduce the customer experience;
3. Some companies also believe that their customer resources are not enough to attract pharmaceutical companies to cooperate and so on.
These reasons all have their own reasons, but the top-level design of products in the early stage of mobile medical companies must consider the way to charge pharmaceutical companies in the future, rather than temporarily planning how to cooperate with pharmaceutical companies after the product structure is mature. In fact, the participation of pharmaceutical companies may not necessarily make the products too commercial and affect the experience. The process of disease treatment is also inseparable from the participation of pharmaceutical devices, provided that the objective and timely push. Moreover, many companies lacking the ability of hospital doctors to promote the field also need to rely on the strength of pharmaceutical companies to survive the cold start phase of the product.
Then the question is coming, how can I collect money from the pharmaceutical company?
This should start with the needs of pharmaceutical companies. Foreign-funded pharmaceutical companies or powerful domestic pharmaceutical companies will build their own marketing teams for brand promotion and ground promotion, while most domestic pharmaceutical companies will use small and medium-sized agents for terminal marketing, but no matter which form they use, pharmaceutical companies do not have full The ability to cover the entire customer base, not to mention the double squeeze of labor costs and the spiraling of drug prices will also make the marketing staff of pharmaceutical companies stable and decline, so use low-cost to quickly make up for pharmaceutical companies. The existing marketing power and the lack of coverage are a strong demand.
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