Those years of medical representatives: Some things are difficult to avoid

Source: Xinjing News

Author: Ding Shuang, Li Yunqi

"Waiting for further notification", entering August, the sound of "medical anti -corruption" continued, and a Chinese pharmaceutical company where Xiang Yan was located suspended all academic conference activities."We also hope to be issued more clearly. Once there are clear compliance standards in the area, companies can determine how to go next, and our normal work can continue."

Under the tide of anti -corruption, there are new news every day to board the popularity. On the social platform, a number of medical representatives have issued a document saying that they have been vacated and have suspended visiting to study in the company.Visit, home visits.

The WeChat group where many medical representatives are located have been dissolved, and those who have not been dissolved have changed their names. Xiang Yan took out his mobile phone to show a WeChat group where the medical representative was located."A pharmaceutical representative joked," I added a lot of blind dates overnight, I don’t know how to explain to my wife when I go home. "

Medicine representatives are difficult to hide the anxiety, which was once regarded as "gold sales", which was once regarded as industry hidden rules. It is now exposed to the spotlight and was severely hit during the anti -corruption process.Regarding this year's medical anti -corruption, many of the medical representatives of the job are silent, and from the perspective of medical representatives who have been engaged in this post, this is a must for the industry.

Xiang Yan sighed with Shell Finance reporters that after many years of employment, although they know that some things have been unavoidable before, he also hopes that the industry can further regulate.

Xiang Yan has been a front -line pharmaceutical representative in a private pharmaceutical company for many years.The introduction of the previously most work is to travel between major hospitals, and doctors are their main targets of visiting.

Since the storm, visiting the hospital's hospital has stopped and started training and examinations to go to and from the company every day. When he can start working normally, he has not yet known.

"Medical representatives are included in the professional ceremony, called medical information communication specialist. Our industry is actually no different from all sales, but the drugs are special, and we are special."He said that he took out two stacks of learning materials from the briefcase to see that every medication information he needed to remember, including the test questions in various types of indications, contraindications, adverse reactions, etc.Recent important tasks.

For the recent market news about the pharmaceutical industry, Xiang Xun felt some helplessness, "I feel that our industry has been stigmatized", "We also want to collect some bad reactions in the hospital, and we must really be with patients with patients.To communicate, we also have to deal with the problem of (medication), not to say that we give the doctor money, not that. "

He told reporters that the status of representatives in the first -tier industry in the industry is not very different. Recently, some companies are organizing learning, and some companies directly let the medical representative vacation.Essence

Meng Long, a on -the -job pharmaceutical representative, said that the current rhythm of medical representatives is disrupted. Many people are watching and many medical representatives are worried that they will lose their jobs.Lin Lin, who is also a representative of the on -the -job pharmaceutical, has revealed on the social platform that he has encountered a cyber violence on the social platform, and some people abuse their medical representative status.

A fierce anti -corruption operation, a medical representative exchange group that Dandan joined many years ago has suddenly become hustle and bustle recently.

Some people verify a report on the Internet, and some people send a chat record in the group. The content is often arrested around a company's pharmaceutical representatives in the hospital and a new dynamic of a hospital.Some people say "don't believe in rumors and rumors", and some people attach another rumor or picture.

In WeChat group, the anxiety of the medical representative reached its peak.Some people face a momentary stagnation, while others are thinking about their future direction.And these are far from Dandan. She left the post of medical representatives in 2018. She now mentioned the experience, she said, "It's like a next life."

The medical representative of the graduation month: If the doctor's income is not increased, it will not avoid "gold sales"

In 2009, in the context of the global financial crisis, the Chinese pharmaceutical industry became an investment -free port. The implementation of the new medical reform plan, the high -speed growth of the pharmaceutical market, and the unique investment conditions in the pharmaceutical market increased the investment in China in China.At the same time, foreign trade in China's pharmaceutical industry rose against the trend.According to the statistics of the Ministry of Industry and Information Technology, the cumulative industrial output value in China's pharmaceutical industry had exceeded 1 trillion yuan (RMB, the same below) mark for the first time, a year -on -year increase of 21.1%.

The industry has developed rapidly, and medical sales positions have continued to expand. In 2010, after working in a head Internet company for three years, Li Qiang moved to a foreign company to start a medical representative, and began his 10 -year work experience in the medical industry.In 2012, after being introduced by a friend, Dandan, a professional counterpart, went to the post of medical representatives and worked in foreign pharmaceutical companies for many years.

Dandan first came into contact with the profession of medical representatives and was at a college job fair.In the recruitment and propaganda of pharmaceutical companies, the complete training system, high salary and seemingly good career development prospects have made the medical representative's corresponding graduates quite attractive.

In China, the essence of pharmaceutical representatives is a sales position. At the beginning of the employment, the pharmaceutical representative will receive professional training, master drug knowledge and product information, and receive the areas and sales indicators that they are responsible for.

Completing the sales index is the performance goal of medical representatives.Lin Yue, who had been engaged in medical representatives briefly since 2014, is different from regular work. At that time, the incentive measures of her company at that time were that the performance bonuses were not issued. If the performance indicators were completed, the bonus was issued in full.After 120%, it will be distributed 1.5 times, and then upward, it will double the reward.

In 2012, for Dan Dan, who is in a second -tier city, it is very easy for more than 10,000 monthly income.The average monthly salary of her society in that year was only 3541 yuan.

After working for a long time, Dandan found that sales indicators could not be completed only through academic exchanges with doctors. Under market competition, material "thanks" is the most direct means of promoting sales.When receiving sales training, the leaders will clearly notify the return space of the drug. The proportion of special medicines for tumor categories is about 20%, and Popular Plugs is between 15%-18%.The Medical Representative regularly manages the hospital's uniformity or obtains the drug opening volume through a doctor's computer, and gives the corresponding doctors withdrawn accordingly.In order to comply with compliance in the form of buckle, medical representatives often have to rack their brains to report the accounts so that the cost is reimbursed in the form of conference fees and promotion fees.

Lin Yue introduced that the company will prepare a funds for medical representatives to buy meals and gifts for doctors. For some experts who are relatively well -known and unwilling to collect rebates, the company will frequently hold internal academic academic academic academicsThe meeting provided them with lecture fees, or encouraged doctors to hold academic conferences in departments within the hospital, and paid for it.

In addition to material, medical representatives also provide some convenience for doctors' lives."Maintaining customers" is an important means to ensure sales indicators.Li Qiang said that the work of medical representatives is relatively free, and there is no need to punch in, and staying in the hospital almost long.Medical representatives need to visit the doctor a day and night visits, and seize all opportunities to strengthen contact with the doctor and communicate feelings.

Linlin also said that not all doctors can come into contact with these buckles. Under the medical anti -corruption, doctors should not be denied group.Go to work more, no standard off -work hours, clinical restrictions, and sometimes bear some fines. In contrast to their own quality and work intensity, the doctor's income is very low. "In her opinion," If the medical staff's personnel of the medical staff, the medical staff’s of the medical staffThe income does not increase, it is difficult to Du DuAbsolutely 'Sales with gold'."

Instead of competition and strict compliance, choose to leave

What kind of career is the medical representative?Many practitioners said that this is regarded by most people as a high -paying occupation, but its salary does not have room for continuous rise, but is linked to the completion of the sales index.The cost performance of work will gradually weaken.

Meng Long, currently working, believes that in reality, the high education, low status, low base salary, high indicators, and high pressure in reality.Moreover, "It is difficult to complete the indicator before, and it is more difficult now."

Medical representatives who have experienced early stages have gradually felt that industry competition has gradually intensified.

Since 2015, under the reform of the drug regulatory system, the approval of the review and approval of the new drug review has been accelerated.In 2016, the General Office of the State Council issued relevant documents to propose a variety of pharmaceutical varieties that passed consistency evaluation, which appropriately supported medical insurance payment. Medical institutions should prioritize procurement and preferentially selected in clinical practice.As the listing of new drugs accelerated, generic drugs began to enter the national medical insurance directory, and market competition increased.

Since then, in 2017, China launched the first national medical insurance negotiations and included 36 negotiating drugs into the scope of medical insurance payment.Compared with the average retail price in 2016, the average price of drugs decreased by 44%, up to 70%.The profit margins of some pharmaceutical companies have begun to weaken, and the expenses for sales are also reduced accordingly.

After the competitive environment changed, in 2017, Li Qiang shifted from medicine to medical devices, and has been engaged in medical device sales for three years.In the last few years of Dan Dan's medical representative, the indicators became more and more difficult to complete.Under the wave of industry, Xiang Yan also expanded the category of drugs he was responsible for under the company's arrangement.

At the same time, the anti -corruption of medicine gradually entered the deep water area.In December 2016, CCTV aired a special investigation of high -medicine price price under high -deduction, which unveiled the pharmaceutical gray industry chain.The survey exposed six hospitals in Shanghai and Hunan. There are medical representatives queuing to send back buckles to doctors, envelopes contained in cash in many doctors.

The pharmaceutical industry has set off a storm of anti -corruption. All reported hospitals were followed up and the person involved was investigated and punished.Since then, in 2017, in the main points of health and family planning work, it is clear that "punish corruption with zero tolerance."

In this context, the compliance of pharmaceutical companies is strict.The marketing costs in the hands of pharmaceutical representatives have shrunk, and various reimbursement also puts more on compliance requirements.In 2018, a reimbursement of an academic conference in Dandan was stuck due to compliance issues. At that time, the company had increased the review of expense reimbursement.

Whether the representative of layoffs and transformation of medicine can return

A group of pharmaceutical representatives left, but the story of the industry has not yet ended.

In 2018, the National Organized Pharmaceutical Procurement Pilot began to procure the "4+7" band, and began to implement it in 2019. The price of drugs incorporated into the collection of medicines has been greatly reduced, and the profits of pharmaceutical companies have been compressed again.Subsequently, the procurement of drugs and high -value medical consumables continued to advance. By February 2022, China carried out six batches of drugs to procurement, and a total of 234 drugs were purchased, involving the amount of public medical institutions for 30%of the total drug procurement of public medical institutions.

In the environment of a large number of imitation drugs, the two -vote system, and the normalization of the collection, many domestic and foreign companies have adjusted the medical delegation.In August 2021, Hengrui Pharmaceutical's temporary shareholders' meeting materials mentioned nearly a thousand people's layoff plans, saying that it was necessary to streamline the medical representatives involving generic drugs, increased the research and development of innovative drugs, and attracted industry attention.Since then, the company mentioned in the annual report of the year that the company's sales staff was optimized from 17,138 at the beginning of the year to 13,208, optimizing nearly 4,000.

With the continuous advancement of collection, more medical representatives have begun to focus on the increase in the proportion of distribution, and the actual use of actual use.Due to the weakening of profits and compression of corporate marketing expenses, Lin Lin introduced that the current non -division is a collection of varieties, the deduction space of medicine has shrunk to about 10%, and most of them are distributed in the form of "compliance" lecture fees.Originally, the funds used to buy food and water for doctors have now greatly reduced.In order to touch more "customers", some pharmac generation fees were set, but the space was not large.

At the same time, the academic transformation of medical representatives has also accelerated, the return of value returns, and more enterprises also attach importance to compliance.According to Xiang Yan, the company has always had red -headed documents, which clearly stipulates that the "exchanges" with doctors. Cash equivalents, gold, luxury goods and other valuables are strictly prohibited from presented. Once discovered, the company will directly expel medical representatives.

However, the gray space still exists. For the question of "unsatisfactory space after collection and mining, why the medical representative is still so anxious at the moment", Meng Long asked, "There are only a few hundreds of medicines, you, you, you, you, youDo you know how many medicines in the world? "

In Dandan's eyes, the original value of medicine representative should be reflected in academic promotion and technical consultation.The information returned by drugs in clinical applications will supplement information such as efficacy, adverse reactions, and adapting to the crowd. "In practice, Chinese pharmaceutical representative positions have already missed.Dan Dan believes that this role that should have played was that during her work, only about 10%-30%of the work of pharmaceutical representatives in different enterprises.

For a period of time before leaving, Dan Dan's work is infinitely close to the ideal state of the medical representative.The progress of increased indications helps to promote the modification of the manual, and participate in the new concepts of various academic conferences to convey the enterprise.At this stage, busy and fulfilling.

In her opinion, the medical representative hopes to reflect her own value in the medical circulation link, the medical representative who can reflect the value, and will also win the respect of doctors.When talking with friends, Dan Dan found that the medical representatives of employment are now more rolling.At the same time as the salary was reduced, many companies began to ask for medical representatives to play foreign duty cards in hospitals, pharmacies and other places to prove their time to reach and leave.In addition, foreign companies have begun to pay attention to internal assessment, and conduct a small test of the professional knowledge of pharmaceutical representatives per month. A large number of tests per quarter, competing for the PPT speech ability of the pharmaceutical representative, the assessment results are directly linked to the salary.

In Li Qiang's view, under the environmental changes brought about by policy reform, the pharmaceutical industry is adjusted every year.Increasing anti -corruption is a good thing for the industry. In the future, the industry will go in a more compliant direction. Enterprises with innovative value will be highlighted. Medical representatives will also return to academic value.If you cannot adapt to the new environment, the probability will be eliminated naturally.