The turning point of the pharmaceutical e-commerce industry is approaching? Where is the prescription still a problem?

2018/09/28 14:24
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Long-awaited, policy barriers in the pharmaceutical e-commerce industry will soon be broken.
On September 7, Shen Danyang, spokesman of the Ministry of Commerce, said in Beijing that the cross-border integration and development of pharmaceutical e-commerce will be the key to the transformation of the future service model of the pharmaceutical retail industry. The Ministry of Commerce will cooperate with relevant departments to study and formulate the development of pharmaceutical e-commerce. Relevant policies, mechanisms and standards promote the sharing of pharmaceutical, medical and prescription information and pharmaceutical retail enterprises, and promote the expansion of cross-border integration and development of pharmaceutical e-commerce.
For a time, the discussion about the inflection point of medical e-commerce was very rampant. However, some insiders told the China Economic Net reporter: "The release of prescription drugs will be the key to the development of pharmaceutical e-commerce, but after the prescription drug is lifted, it is a difficult problem to prescribe the prescription. If the benefits between medical institutions and e-commerce The chain is not smooth, and the lifting of prescription drugs will become a piece of paper."
Medical e-commerce inflection point or near
On September 7, Shen Danyang revealed at the press conference of the Ministry of Commerce that in the first half of this year, China's pharmaceutical e-commerce continued to develop rapidly: from the number of enterprises, as of June 30, 2015, the total number of companies with Internet transaction qualifications was 425. At home, the growth rate was 56.3% year-on-year. From the perspective of sales scale, the average revenue growth of pharmaceutical e-commerce business with Internet qualification exceeded 50%, much higher than the growth rate of traditional drug circulation sales model.
The Ministry of Commerce recently released the "Analysis and Development Trend Forecast of the Pharmaceutical Circulation Industry in the First Half of 2015", which also shows that China's pharmaceutical e-commerce is accelerating.
In this regard, Zhang Li, deputy director of the e-commerce research department of the Ministry of Commerce, told the Shanghai Securities Journal that the transformation of the pharmaceutical industry in the context of “Internet +” included three levels of production, enterprise integration and distribution platform construction, among which The construction of the circulation platform is the heaviest.
"The construction of the Internet pharmaceutical industry is most important in the circulation system. Many problems in the traditional circulation system have caused drawbacks such as the joint rebates of medical representatives and doctors. The root cause is that the circulation system is not smooth. The e-commerce platform has a pivotal function to the pharmaceutical industry, enabling distribution channels. Shorten, close the distance between production and consumption. In addition, through the analysis of the big data on the consumer situation, making production more realistic, it should accelerate the construction of the pharmaceutical e-commerce platform." Zhang Li said.
At present, some large pharmaceutical companies have established their own e-commerce platform. However, in Zhang Li's view, the pharmaceutical e-commerce platform that makes consumers trustworthy and influential is still lacking.
Zhang Li said that the construction of the medical e-commerce platform needs to grasp the information platform, sales platform and R&D platform. The information exchange platform should include information disclosure mechanism, credit card certification, evaluation and release mechanism, as well as product efficacy, corporate reputation and other announcements. The R&D platform is a transformational upgrade of production. More importantly, it is necessary to conduct transactions including patents through this platform, and form a R&D and industrialization platform integrating production and sales. In the construction of the sales platform, a large-scale e-commerce platform should be built to allow pharmaceutical companies to form a diversified sales model on the Internet. In addition to online sales, community medicine outlets need to be established.
“In the transformation and upgrading of the pharmaceutical industry, pharmaceutical e-commerce will become a breakthrough point that is easier to lead. It should establish an industry association that is authoritative or a large pharmaceutical e-commerce platform led by the government. The e-commerce platform with reduced circulation costs should be In the future, the profitability of the traditional pharmaceutical industry should also be the direction that the business sector will focus on in the future." Zhang Li said.
Where is the prescription still a problem?
In fact, this is not the official positive signal for the first release of good medical e-commerce. As early as May 2014, CFDA has announced the "Internet Food and Drug Administration Supervision and Management Measures (Draft for Comment)", which is intended to allow online sales of prescription drugs. It is explicitly mentioned in the article that Internet drug operators should sell prescription drugs by prescription in accordance with the requirements of drug classification management regulations.
However, after more than a year of the above-mentioned documents, the specific measures have not seen a real start. Pharmaceutical e-commerce companies are also often thunderous and heavy. In November last year, "Beijing Business Daily" reported that it had experienced the "medical delivery" WeChat order service in a certain area in Xicheng District. Through the map positioning and filling in the personal address and telephone number, the orders for the purchase of antipyretics were sent to the surrounding 7 pharmacies. . In the next half hour, the Beijing Business Daily reporter's WeChat repeatedly received more than 30 "orders have been accepted" and "order demand has been pushed again" news feedback. However, the reporter did not receive any drug delivery service. In the information push of “Order has been accepted”, it is only 19 meters to accept the pharmacy according to the order place, but the actual address of the pharmacy is in Shanghai Hongkou.
In fact, the development of medical e-commerce is hindered or expected. According to industry views, the development of pharmaceutical e-commerce still faces at least two major obstacles.
According to the analysis of China Securities Journal, the first is the safety of medication. One of the big troubles of online drug purchases may not be to buy fake drugs, but to buy the wrong drugs. How to buy the medicine for your own condition is also a problem, even if it is a chronic disease that takes medicine every day, the dose may not be the same. Besides, the hospital is the biggest resistance to prescription outflow. How to get a prescription across the doctor to buy medicine online is also a problem.
Second is the issue of medical insurance payment. One of the major obstacles facing pharmaceutical e-commerce is that it cannot brush medical insurance cards, which is one of the main reasons why pharmaceutical e-commerce can't stick to customers. In addition, there are a large number of middle-aged and elderly people with the highest frequency of drug consumption, and they do not have the consumption habit of online shopping.
Coincidentally, some insiders pointed out that 80% of the entire market is prescription drugs, prescription drugs are lifted, and where are the prescriptions? If the medical institutions are not rationalized, the prescription drugs can only be released on paper. Coupled with some technical but synchronous problems are difficult: the matching of medical logistics, medical insurance can not be paid online, medical insurance and general account can not be used for retail terminal payment and so on. A better wish is to hope that under the vigorous promotion and support of all relevant ministries and commissions, a relatively complete industry policy will be formulated, and relevant practitioners can explore a relatively virtuous business model that truly solves the industry. Pain points. (