Drug dealers start wading prescription O2O mode, pharmaceutical and traditional medicine companies are about to go to war?

May 2014, "Internet Food and drug management measures (draft)" Open for comments, the "method" stipulates the Internet food and drug operators should have the qualifications, regulatory principles, legal responsibilities, such as the framework, directional provisions, on the method of the final release time, The industry has also emerged from the end of last year, before and after the Spring Festival before and after several rumors. The net Sale prescription drug final method has not been introduced, but the industry many household electrical appliances merchant already started to carry on the layout, and devotes to build the network hospital. Reporters to the relevant experts to verify that the "method" of the final issue of the time is still not determined, may be in both before and after the two sessions. For the industry's focus, that is, matching the list of available prescription drugs, experts also agree that the end may be the form of a positive list, the initial release of the list of drugs is limited, with the actual situation will continue to increase and improve.

Internet Drug Policy timeline

1999, issued the interim provisions on the management of prescription drugs and over-the-counter drugs, stipulating that prescription drugs and over-the-counter drugs prohibit internet sales; In 2000, the "drug e-commerce 10-point supervision and administration measures" to allow some provinces and cities to carry out the online OTC drug sales pilot; 2001, interim provisions on administration of drug Information services in the Internet To allow online drug information services to prohibit drug trading; 2005, according to the "Internet Drug trading Service approval interim provisions", allowing online trading of over-the-counter drugs; 2011, "National Drug circulation Industry Development Plan outline (2011-2015)" stipulates, Develop modern medical logistics and chain management, such as new modes of circulation, the use of modern scientific and technological means and information technology to promote the development of modern pharmaceutical logistics; in 2013, the "notice on strengthening the management of drug sales on the Internet" stipulates that only retail chain enterprises can sell over-the-counter drugs online, And the use of GSP certification of drug distribution system, to encourage the development of retail pharmacies and chain operation; in May 2014, "Internet Food and drug management measures (draft)", the Internet platform to obtain the corresponding qualification certificate can not only sell prescription drugs, Can also be the third party logistics distribution platform for drugs or medical equipment distribution. The approval authority of third party transaction qualification should be delegated to the provincial drug supervision Section; There is no need for a chain pharmacy under the line.

Time: The net sells the prescription medicine or the two sessions before and after release

China Pharmaceutical Enterprise Management Association President Yu introduced, from the drug sales amount, of which about 80% for prescription drugs, if the prescription drugs can not be online transactions, which means that about 80% of the drug sales can not be carried out online, e-commerce in drug sales play a limited role. It is obvious that, once the net sale of prescription drugs, e-commerce in which the weight will be significantly increased, the net sale of prescription drugs is the general trend.

It has been more than half a year since the publication of the draft, and as for the final release of the "Method", the industry has also been the end of last year, the Spring Festival before and after several versions of the rumors before and after the two sessions, so far, the final version of the method has not yet come out, the State administration of food and drug, an unnamed official told reporters that the current "measures" Work is still in progress, but the specific date is still inconvenient to disclose. Yu said that the "method" may be introduced before and after the two sessions.

Checklist: The first batch of prescribed drug listings Limited

In view of the current situation, the release of over-the-counter prescription drugs also faces some obstacles in policy and practice, especially in the final catalogue which the industry is most concerned about, in addition, the hospital's monopoly on prescription and the failure to follow up the payment on the medical insurance line cannot be neglected.

In the most concerned about the scope of the prescription drug sales, Yu that the release will be gradual, gradually improve the release, there are media reports that the sale of prescription drugs will eventually appear in the form of a list, that is, to develop a list of prescribed drugs allowed to sell. Yu to this recognition, "the possibility of making a formal list is relatively large, relative controllability, security is relatively high, the first batch of prescription drug list may be limited, according to the actual situation to further expand." ”

Allowing sales catalogs to be uncertain is a key reason why the final version of the online prescription drug has been delayed, in Yu's view, there are some difficulties in the identification of the list, "a wide range of drugs, in the determination of the directory will inevitably have some comparisons, safety is one of the criteria, the relatively safe drugs may rely on some of the former, for example, Some of the use and preservation of the harsh conditions of the drugs, such as some biological agents and the need to refrigerate the blood products will be placed after, in addition, at present, is not sure in the operation, warehousing and distribution chain on whether there are excellent conditions. ”

Prescription: Pharmaceutical electric trader starts wading prescription O2O mode

From the barriers to the practice of selling prescription drugs, the prescription is one of them, the current prescription is still at the hospital level, in Yu view, the current hospital monopoly prescription, only to allow hospital pharmacies to carry out services, which is also a problem to be solved, "because any monopoly of services to consumers." At this stage of the monopoly is actually the interests of the drive, such a monopoly should be broken. "After the net sale prescription drug release, under the transparent rule's joint participation competition is one kind of feasible way, has the competition to have the merit possibility, whether is the service, the price, the prestige and so on." From the current market situation, Ali Health, Beijing-East Medicine Mall and other pharmaceutical dealers have begun to wade prescription O2O model, the prescription of the "scramble" seems to have begun.

Referring to the hospital's monopoly of prescriptions and the outflow of over-the-counter prescriptions, a deputy chief physician at the Department of Orthopaedics, who declined to be named, told reporters that, in his view, prescriptions were more like an intellectual property in a hospital. If the prescription drug network is gradually released, in terms of short-term effects, the availability of catalogs, if limited, will not create too much difference in the price of medicine, will not have a significant impact on the hospital, but also depends on people's drug purchase model can be changed in a short time, in the long run, indeed conducive to a certain degree of drug prices decline.

At the same time, the release of medical insurance online payments requires gradual development. "For a long time we have lacked the system, and if we let go of prescription drugs, the payment system must follow, but on the whole, the problem is more technical and not difficult." Yu told reporters.

Drug Price: The net sale is advantageous to remove the medicine price false high part

In addition to safety factors, the net sale of prescription drugs once the gate, whether it is conducive to the reduction of drug prices has attracted much attention. Many people in the industry believe that the net sale of prescription drugs will stimulate the demand for a large number of release, breaking the hospital's monopoly of prescription drugs, consumers will have access to more affordable drugs. A pharmacy official told reporters that the net sale of prescription drugs can promote drug prices within a certain range to reduce. Some people think that the decline is limited, the vice president of China's Over-the-counter drug association, Wang Wei, said in an interview with the media, Internet vendors and physical chain pharmacies have competition, but will not be very different.

In this regard, Yu that, in general, the net sale of prescription drugs after the release of market transparency and full competition is conducive to the removal of drug prices in the virtual high content, the trend is clear. High efficiency and low cost are closely related, the early distribution of pharmaceutical manufacturers is the general trend. As a successful model in other industries, the pharmaceutical industry is no exception. With the help of the Internet, the efficiency of each link is improved and the cost is reduced naturally, which leads to the decrease of the price within a certain range.

Zhi Tao, deputy chairman of the Good pharmacist, the current consumer consumption pattern has not been reversed, opening up after the early promotion of investment is indispensable, but with the promotion of time and consumption patterns of popularization, the reduction of related investment will also promote a certain degree of decline in drug prices.

In Yu's view, allowing Third-party distribution is possible in the most convenient way, the lowest cost to complete the distribution. Storage and distribution strength is also testing the pharmaceutical electrical business.

Logistics: Can entrust the third party logistics independent distribution

Logistics is also the key to the sale of prescription drugs, how to drug safety, rapid delivery to the hands of consumers, but also a lot of medical and electronic business concerns. According to the 2013 issue of "Strengthening the Internet drug sales Management Notice", only retail chain enterprises can sell over-the-counter drugs online, and the use of GSP-certified drug distribution system. 15th of the measures issued last May stipulates that internet food and drug operators shall store and transport the Food and drug safety in accordance with the conditions stipulated by laws, regulations and regulations. If the business needs fresh, chilled or frozen food, it shall be stored and transported according to the corresponding conditions. Those dealing in pharmaceuticals or medical devices shall be stored and transported in accordance with the conditions indicated in the labels and instructions. Internet food and drug operators can entrust the logistics and distribution enterprises to store and transport, logistics and distribution enterprises should have the food and drug quality management standards required storage and transport conditions to ensure food and drug safety.

The approach also provides that sales of prescription drugs, a class A over-the-counter drug, the establishment of a licensed pharmacist online medicine service system, by the licensed pharmacist responsible for the prescription of the audit and supervision of the deployment, to guide the rational use of drugs; the operator of the third party trading platform engaged in the Internet drug Trade Service shall conduct the online consultation service The sale of prescription drugs shall establish the online medicine service system of licensed pharmacists, and be responsible for the examination and supervision of prescriptions by licensed pharmacists, and guide the rational use of drugs.

In Yu's view, this is a big breakthrough in the policy level, but also a necessary link, because "if not allowed to entrust Third-party logistics distribution, I am afraid that no one can successfully send drugs to patients throughout the country, this is tantamount to killing the drug internet transactions." "It is possible to allow third party distribution to complete delivery in the most convenient and minimal cost."

The power of warehousing and distribution is also testing the pharmaceutical electrical business, Jing Dong Medicine City director Wei said, in the original last kilometer distribution advantage, can be distributed specialization in the GSP warehousing system, in the distribution details and process control to enhance specialization, such as the Closed-box and mobile handheld devices key process points of the dynamic scan input, Also has been constantly conducting professional compliance exploration.

Market and layout

1, the Pharmaceutical electricity market space is expected to nearly trillion

The frequent movements of pharmaceutical dealers are probably also related to their market size, according to the "China Securities daily" reported that, in accordance with industry forecasts, the "method" and the list of available sales, the market space for pharmaceutical dealers is expected to expand from nearly 200 billion yuan to nearly a trillion market, the industry will realize from the new business to a wide range of application of the industry, the expected chronic Common-type oral medicine will benefit the first.

China Pharmaceutical and Materials Association released the "2013 China Pharmaceutical Dealers Data Report" shows that the current Chinese online pharmacies in 2011 total sales of less than 400 million yuan, 2012 growth to 1.6 billion yuan, the growth rate of 400%, 2013 3.9 billion yuan, the growth rate of more than 200%.

2, a number of pharmaceutical distributors layout

Although the final approach to the sale of prescription drugs has not been introduced, but this has not affected the number of pharmaceutical companies in advance layout of the movement frequently. As of December 2014, one shop, Ali Health, Jingdong Mall three network shopping platform has been access to the network of drug "tickets", Ali, Baidu, Tencent and many other internet giants to seize the hospital resources, pharmaceutical and electrical business enterprises have begun to carry out hospital layout. January 2015, Beijing good pharmacist large pharmacy Chain Co., Ltd. (hereinafter referred to as "good pharmacist") and a Beijing Anorectal hospital in Beijing signed a strategic cooperation agreement, the two sides will operate, technical support, high-quality resource sharing cooperation. Ali, in collaboration with Guangzhou's women and children's Medical Center through Alipay, launched the "Future hospital plan" in November 2014 after a third test of its "Ali Health" mobile (APP), the final round of tests before it was officially run. With good pharmacist Vice Chairman Zhi Tao words, "and so the final version of the layout is too late." ”

3, the pharmaceutical enterprises have entered the field of electrical business

Not only the traditional electric dealer, the net sale prescription medicine market also obtains the industrial enterprise's favor, at present tasly group, the Yangtze River Medicine, to Ling medicine industry all has entered the electric business domain. Taking the Ling medicine industry to spend $50 million on the establishment of the Ling Health City as an example, Ling Health City, general manager of the Business division Shaoqing in the Beijing business newspaper said in an interview, to Ling Medicine itself has a hospital, once the prescription drug can be sold online policy issued, the hospital prescription can be outflow. Moreover, with the deepening of health reform, the future medical separation, the patient can not wait to see the hospital line to buy medicine, directly upload prescriptions online to buy. Industrial enterprises online sales of drugs save a lot of circulation links, the price is relatively cheap.

Electric Business Countermeasures

1, with the hospital electronic prescription Unicom and circulation of O2O mode

December 23, 2014, according to the State administration of food and drug released information show, Jingdong Mall access to internet drug trading services a certificate, which means that a shop, Ali Health and Jingdong Mall of the three shopping platform has been access to the network to sell drugs "tickets", Jing Dong Medicine City director Wei told reporters, At present, we are exploring the O2O mode which is connected with the hospital electronic prescription. and the operation mode of the platform after acquiring the trading qualification, Wei said that the user professional experience supremacy as the principle, the current agreement to deal with more than 30 cities, the number of related stores nearly million, in order to ensure quality user experience, will be in batches, the future will provide the same city compliance distribution of the customer mode, Fast proximity service and the nearest to the shop O2O and other models, pay more attention to safety compliance and professional pharmaceutical services.

2. Pilot Electronic prescription Platform

According to Ali Public information, Ali Health is also in Shijiazhuang pilot electronic prescription platform, the principle and taxi type app similar-patients can download Ali Health app on the smartphone. In the hospital, the doctor issued a prescription will be through the hospital information system into Alibaba's electronic prescription platform, patients if you want to purchase medicine in the hospital, you can release the request for medicine, app will buy medicine request distributed to nearby pharmacies, pharmacies can rob single.

According to media reports, Shijiazhuang, the pilot synchronization, after several rounds of argument, Ali Health of the electronic prescription platform has been in the Beijing Military Region General Hospital pilot-the pilot to lock the chronic disease in high blood pressure and hyperlipemia two kinds of disease, only for out-of-pocket patients, bypassing the health care. At the same time, in order to tie in with the Ali Project, the Beijing Military Region General Hospital promised to allow Ali in the department door for patients with electronic prescription platform propaganda.

3, to the advantages of logistics to achieve a faster person step

Referring to the current business preparations for the sale of prescription drugs, Zhi Tao said that good pharmacists have been "ready", whether it is a good pharmacist's official website or based on other platforms of online pharmacies, including product photography, process links, etc., "as long as the list of prescription drugs on the internet, we will be ready in a very short time." ”

In Zhi Tao's view, the future of the network of people to buy prescription drug model is probably divided into two categories, one is in the hospital to get a prescription photo upload, and create a network hospital may be a prescription for another way, Zhi Tao introduced, good pharmacists are also working through the creation of Internet physicians more practice platform, Allows users to ask a professional doctor on the website platform and get an electronic prescription, and then complete the purchase of drugs, so as to achieve this process of online solutions. Zhi Tao said that the net sale of prescription drugs after the opening of the open market posture will make this cake become a battleground, and logistics is one of their major advantages, "with the help of Kyushu through the various parts of the country can be achieved near the warehouse delivery, can do faster people one step." ”