Medical network - on April 10, not long ago, issued by the general office of the state council concerning the further reform and improve the use policy for producing and distributing medicines of several opinions, views clear: "a medical representative only academic promotion, technical consulting and other activities, shall not be responsible for drug sales". A medical representative engaged in drug sales and what are the chaos? Academic promotion, technology consultation way how should go? This version today launched the "focus on pharmaceutical representatives" series, listen to a medical representative speak out, is focused on the views on how to be born, discusses how to transform the medical representatives. 

 

Once upon a time, active in a hospital for some "special" characters, they always appear in fixed time, in no case, in succession at the end of the morning time into several doctors' offices, conversation between mysteriously. Disgust people call them "worm", the official said there was "a medical representative". 

 

When it comes to this job, high salary, shady, kickbacks... A big wave keywords. What a medical representative with means selling medicine? Why difficult to eliminate hidden rules in the industry? A medical representative what? Reporters were investigated. 

 

From respected experts, to buy breakfast, coat of salesman 

 

Around eight o 'clock in the morning, 28, a medical representative li went to his "responsible" hebei a 3 armour hospital, began a day's work. 

 

As a multinational enterprise of "generation", although the work is only more than three years, but li da has on drug sales skills and routines. Every day, at the core of his work is to give doctors recommend a new drug, let agent procurement, the other is to try every means to, let the doctor in the patient prescription, rolled his agent. 

 

In the nineties of the last century, this profession has just entered the domestic medical representatives, did not work. Leave a medical representative industry ten years, now set up a medical device company in guangzhou Zhao Xinyou words, "(1990 s) a lot of imported drugs, new drugs at the time, there is no domestic clinical, need professionals to the doctor, introduce relevant usage, especially the clinical effect and side effect of information. So, as a medical representative of common have a pharmaceutical or medical professional knowledge background, social status is respected, has a high income." 

 

But after some years, change the rules of the game. Promotion consulting work into surface, sales selling medicine into the practical work. 

 

The end of last century, our country adopts the over-the-counter and prescription drugs classification management, the doctor on drug use has absolute discretion; From 2000 began to promote the drug bidding system, makes the competition between drug firms are increasingly revolves around the hospital, a large number of medical representatives went to the hospital to worship "terminal", "public relations" with the doctor. "In short, kickbacks, feelings, and so on can use, the more, the medical representatives, to curry favor with gaiety and sales, the more popular." Zhao shin. 

 

In order to complete the task, from 8 am to 12 PM, 2 PM to 4 PM, 7 PM to 10 PM, li da has been in hospital for a variety of "the lobby". "Sometimes similar drugs are very competitive now, capturing a key to the doctor, have to consume the rectified before and after the time". Li said they regularly to a doctor, inviting them to attend seminars, where usually choose where the pleasant climate, beautiful scenery, let doctors relax, the purpose is to further expand their business. 

 

According to zhao xin, a young female medical representative, lived near the hospital, to the directors at 7:30 text regards, sometimes gave doctors working strain to buy breakfast snacks. 

 

In addition to feelings and relationship maintenance more money. "Before I do medicine generation in a region, just give me a call, the doctor was on a business trip from the door of a series of scheduling costs, I am responsible for all. It's just early to develop a relationship, such as true to get the contract, the executive vice President of a minimum 8 years ago is a more than 30000 mink coat, a hospital, vice President of the at least three, have to give." Used to be a doctor, also made a medical representative mei-lan wang said. 

 

In zhao new point of view, is the biggest cost of drug companies for examination and approval and the promotion, planing to go to the two pieces, may also have a twenty percent earn profit, so had to one thousand ways to increase sales and do mass, and it was hard and get on well with the doctor, further fuelling drug use too much, too, to form a vicious circle. 

 

A lot of boost sales of drug firms required. "The task of indicators such as I last year was 1.7 million yuan of drug sales, and will increase to 2.4 million yuan this year. This means that I run last 20 doctors, this year is estimated to run 30", li said. This kind of work pressure conduction in li da's life. "Primarily on the social, this career or too sensitive, sometimes really ashamed to bright Ming identity, and others will feel discriminated against". 

 

However, at the other end of the scale, a medical representative high salary income temptation is too strong. In such a multinational drug companies, li da monthly base salary can reach QiBaQian, coupled with the sales, monthly income of 15000 yuan. And he is mean monthly salary is only 23000 yuan city. 

 

The doctor treatment generally low, "to the medicine cure" feed industry rules 

 

In drug sales link, in addition to the initiative of medical representatives, doctors as the other party, also plays an indispensable role in the deal. 

 

43 Huang Yilin is hebei another 3 armour hospital director of radiotherapy. , he said, some doctors are willing to cooperate with medical representative complete the sales task, because in this process there are a number of oil and water can remove. 

 

"Every box of drugs, pharmaceutical representatives can get prices 10% commission, while doctors can obtain prices 20% to 30% of the rebate", Huang Yilin said, "so in some hospital 'excessive' doctor, was only need to use a dose of his pen, into three". 

 

Ciprofloxacin mei-lan wang understands this way: "' 'the anti-inflammatory drugs just came out, I was in the hospital practice, this medicine is 13 yuan into, is a small a small bottle we sell for 115 yuan. With our doctor said, anti-inflammatory drugs and then open it. Open a bottle of 30 pieces of commission, calculate Corey income below, where you point again. Medicine from into the hospital, to the prescribed to patients, all the links are good. Dean, financial, pharmacy, director of nurse, doctors, including all people have commission, proportion is not the same." 

 

At the moment, the country has a relatively strict rules on basic drug use, operational space is limited, so many doctors have left which has the function of health care, improve nutritional adjuvant, makes this field "areas". 

 

Every noon, patients in the hospital began to decrease, taken advantage of the centralized medical representatives into the doctor's office, in addition to pharmaceutical sales task, but also another important work: all parties, namely the recently for a period of time some doctors use their agent calculated the number of drugs, in order to issue rebates. 

 

To curb this behavior, Huang Yilin home city, some hospitals have successively up the hospital internal system permissions, making specific department or institute leader must go through some hospital for examination and approval, to be able to do the work for all parties. "However, pharmaceutical representatives will always find some channels, to get the doctor's dose statistics". 

 

This includes rebates "take medicine of gold" behavior, not only cause drug prices artificially high, also caused heavy burden to health insurance funds in China. Huang Yilin, said one of the reasons for this situation is the doctor's treatment is generally low. "The doctor's professional skills service cannot through salary to reflect, while 'to medicine cure to a medical representative of black-box provides the profit space, and has gradually become the" hidden rules of the industry. 

 

Policies to purify the identity, need to clarify the sales and promotion border 

 

For career is in the stage of li, a recent news, is likely to make his career change. 

 

On February 9, issued by the general office of the state council "about further reform and improve the use policy for producing and distributing medicines of several opinions. Among them, "the food and drug supervision departments should strengthen the management of medical representative, build system of medical representative register put on record, the record information in a timely manner open". At the same time, "a medical representative only academic promotion, technical consulting and other activities, shall not be responsible for drug sales". 

 

, hebei cangzhou city health development planning commission, deputy director of chao-yang hu said, "this should be the first official during the 'medical representative writing official documents, previous use are like' drug sales personnel. This underscores the state regulation of determination and way of thinking for the industry." 

 

, however, to the sales behavior "stubborn", chao-yang hu believes that one thing to note: "a medical representative is now do with a nature of sales promotion, is the purpose of promoting sales, the perfect harmony, mutual penetration. If you want to separate, must be clear boundaries. Such as what is promotion? To what extent is sales? Must be issued detailed rules for the implementation, let executives have clear judgment and behavior ruler." 

 

For file mentioned in the description "promotion" and so on, a number of medical and health system in hebei practitioners have said, it has a high requirement on the medicine representative professional ability, but at present a lot of medical representative to stay in the extent of the narrator "drugs", and more are more like a pure sales staff. 

 

Hebei xingtai sfda willow golden bell said, "on the one hand, the industry should enhance propaganda and training, improve the professional knowledge reserves and professional medical representatives, an unspecified number of practitioners of low quality. On the other hand, to a medical representative mentioned in file for the record, not just simple information registration, but more should be a kind of qualification for the record. Through the study of the qualification of the practitioners, raise barriers to entry, purification industry." 

 

In addition, liu admiralty said, because of a medical representative management and practices involving multiple link such as hospitals, drug companies, for the record, so food food and drug administration, planning, supervision and other departments to strengthen communication and contact, establish joint law enforcement mechanism, by strengthening the supervision and inspection, to promote the key difficult problem to solve. 

 

(at the request of interviewees, li da, Huang Yilin, zhao xin, mei-lan wang are not his real name)