Nowadays, pharmaceutical marketing needs rules and rules. What should we do next?

From a certain point of view, pharmaceutical marketing should not have "innovative" behavior, it only focuses on the concept, the idea is to "make the right doctor to prescribe the right medicine for the right patient in the right way." Therefore, the medical representative filing system itself is also an exploration under the unique medical environment and system in China.

When the overall environment of anti-corruption and anti-corruption in our country is getting better and better, it is of positive significance to put the marketing behavior of the pharmaceutical industry under the sun. The marketing of pharmaceutical companies must be based on clinical foundation and also need to be established. Transparent and traceable system to avoid unnecessary risks.

The time is at the end of the year. After more than half a year of discussion and research in the industry, China's first regulatory consultation draft aimed at regulating the marketing behavior of the pharmaceutical industry, "Administrative Measures for the Registration and Recording of Medical Representatives (Trial) (Draft for Comment)" was introduced at the end of 2017.

Compared with the previous registration procedures for the registration of pharmaceutical representatives in Shanghai and Xi'an, this national version of the regulations has also clarified their respective legal obligations, but also improved the operability of their implementation. As the responsible subject, the relationship with the medical representatives is established by means of hiring or authorization. On the other hand, it also sets clear requirements for the qualifications, professional content, behavioral norms and behavioral taboos of medical representatives.

It is not a good thing for pharmaceutical companies to send medical representatives and clinical exchanges, or to hold clinical academic exchanges, or to fund relevant clinical research projects. However, in the past few years, “medical representatives” have become a derogatory term in the minds of the public. The “drug rebate” problem has been repeatedly exposed, and it has also humiliated the clinical and pharmaceutical industries, and even completely smashed pharmaceutical companies and doctors. Normal communication work has also become a kind of secretive thing, which is obviously unfavorable for the positive energy and value shaping of the industry.

From this point of view, through the way of national decrees, a series of key issues such as the identity, qualifications, behavior and legal responsibilities of medical representatives are determined, so that the normal interaction between clinical and industrial is sunny, essentially one. A good thing, even if it is implemented, there may be a certain number of pharmaceutical companies and clinicians have a certain resistance.

The medical representative filing system itself is also a kind of exploration under the unique medical environment and system in China. In comparison, other countries have similar practices, but the specific implementation methods are also different: in the United States, the 2010 doctors paid the Sun Law In order to clarify the relationship between pharmaceutical companies, medical device companies, medical representatives and other industry personnel and clinicians, it has brought obvious help and convenience.

Since clinicians' continuing education, medical research, and clinical trials are inseparable from the support of pharmaceutical or medical device companies, it is advisable to make these specific information transparent and allow all processes to be monitored by the public and the media, thus preventing normal medicine. Support behavior degenerates into commercial rebates, which is conducive to the normal conduct of industry exchanges.

Data show that from 2013 to 2016, a total of 2078 US pharmaceutical and medical device companies provided $24.94 billion worth of equivalents to medical behavior support to 1,220 teaching hospitals and 906,000 clinicians. Under the supervision of the Sunshine Code, this high cost and the various behaviors behind it are justified and legal.

The case from the United States has provided good inspiration for China's government regulation and corporate self-discipline: especially when the overall environment of China's anti-corruption and anti-corruption is getting better and better, it is more active to put the marketing behavior of the pharmaceutical industry under the sun. The significance of pharmaceutical companies must be based on clinical marketing, while also establishing a transparent and traceable system to avoid unnecessary risks.

From a certain point of view, pharmaceutical marketing should not have "innovative" behavior, it only has a focus on the concept, the idea is to "make the right doctor to prescribe the right medicine for the right patient in the right way", and this is The correct attitude of long-term sustainable development of pharmaceutical companies, any idea of ​​selling refrigerators to Eskimos is destined to be a short-lived way

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