Pharmaceutical electrical business doubt sell medicine can copy taxi mode?

Absrtact: The trillion-scale prescription medicine cake, the medicine electricity trader ushered in the gold development period in the net Sale prescription medicine ban on the eve, the policy dividend discussion is flying, but for emerging pharmacy chairman Guo Senglong, recently participated in Ali Health electronic prescription drug platform pilot

"A trillion-scale prescription medicine cake", "pharmaceutical dealers ushered in the golden period of development" ... On the eve of the ban on the sale of prescription drugs, the policy dividend has been debated all over the world, but for the new pharmacy chairman Guo Senglong, the recent experience of the Ali health electronic prescription drug platform has made him feel that the prescription drain and Medicare payments, the two "hard" do not bite off, the pharmaceutical electrical business of the spring is not so easy to come. At the moment, emerging pharmacies have not done much to prepare for this, "the front is like Ali the Internet big guy in the way, we follow." "He said to the South reporters.

And on the other side of the car, feel the new deal on the landing of seven Le Kang online pharmacy, but has begun to increase the prescription drug category, but also won the first domestic medical logistics license. Seven Lecang deputy general manager Lin Yu to South All reporter said, no matter how, the net sells the prescription medicine is the general direction, the preemptive preparation always good.

Sell medicine can really copy taxi mode?

Prescription photos and upload, pharmacies bid "rob a single", Ali Health pilot network selling prescription drug model and widely known as the taxi-like app, consumers if they buy a certain amount can also receive subsidies. Industry figures, only the pilot city subsidy, Ali's investment may be more than 200 million.

However, the sale of drugs can really copy taxi mode? Ali Health as one of the first pharmacies of the new pharmacy has been actively cooperating with the "grab prescription", but the chairman Guo Senglong frankly, in the actual operation encountered difficult "hard": the brunt of the problem is the prescription outflow, originally said in the support of the Hebei provincial government, Let doctors prescribe prescriptions through the hospital information system into Ali's healthy electronic prescription platform, but in fact, hospitals and doctors do not cooperate, after all, who do not want to their own cheese passive; want to pass the patient to the prescription and photo upload, but the hospital has early prevention, such as the introduction of prescription paperless, or patients to get medicine when the list back , the real outflow is very limited. "If there is no prescription, the net sale prescription drug is equal to zero, finally can pass to see the national level of the implementation of the intensity." He said to the South reporters.

Another pilot partner, the divinity Medicine, has reservations about the practice of free robbery. Divinity Pharmaceutical Group general manager of E-commerce Sun Wen to the South have an example, if a pharmacy in the vicinity of the user has 5 chain stores, that each store can quote a price, and do not set a lower limit, pharmacies self-financing. From the merchant's point of view, he felt it was purely a price game, and it was easy to fight with himself, if the platform did not manage, it is difficult to become a long-term model.

"In fact, not only does the pharmacy not fit, I'm afraid consumers may not be buying it." "Seven Lecang deputy general manager Lin Yu pointed out that the industry on the net sale of prescription drugs to the focus of investigation, the results of safety ranked first, and price factors fell out of the top three. To be blunt, drugs are not as fungible as ordinary goods, many patients only recognize the medicine prescribed by the Doctor, as for other recommendations, even if the price is not too much interest, coupled with the majority of people are accustomed to health care, which is more affordable than subsidizing the Internet to buy medicine, so without getting through the premise of health insurance reimbursement, It's hard to pry a prescription-drug cake completely online.

So how much of the encouraging trillion-dollar prescription drug is going to flow online?

According to statistics, 2013 China's pharmaceutical business transaction size is only 4.2 billion yuan, not enough medicine circulation market 1%, accounting for nearly 80% of the market volume of prescription drugs are banned online sales is one of the reasons.

Guo Senglong predicted that the threshold of the net sale prescription drug is still there, there will be no explosive growth in the short term. As a result, he adopted a conservative strategy of "walking and watching" on the layout of the newly-developed pharmacy, stressing that the new deal would not make adjustments to the category and proportion of drugs. Divinity pharmaceutical judgment and similar, online shopping malls have always positioned health products and health food, the network of prescription drugs are also exploring the side.

In contrast, the seven Lecang on the market potential for the release of over-the-counter drug marketing optimism, on the one hand for prescription drugs set up a special health division, deliberately recruited a group of medical background of the customer service. On the other hand, to negotiate with the supplier of new prescription drugs, there are more than 500 kinds, and then the plan to increase to 20,000 kinds. However, Lin Yu said, this does not mean that they have to put all their energies into the prescription drugs, after all, the existing IPPF supplies, contact lenses, medical devices and other major health goods sales have been steadily increasing, seven Lecang to this business will not relax.

Where does the prescription work more smoothly?

In the face of various difficulties in the sale of prescription drugs, Ali Health did not respond positively, but said continue to explore the model. And the other two to obtain the third party online drug trading licensing platform ——— one drug network and 800 parties, will try to cut from the less resistance to the place.

One Medicine network CEO Chen in the south are interviewed by reporters, from the big hospital to get prescriptions, progress is not so smooth. In other words, it will be easier to break through a community hospital. Specifically, for Community medicine in the category and price of drugs does not prevail, the cooperation between the two sides can be responsible for the other side of the medical section, one drug network responsible for drug parts, such as in some drugs can quickly reach the core areas, community hospitals to provide prescriptions, platforms to complete orders.

The 800 parties, who have always been low-key, agree to bypass the high threshold of a large hospital, the difference is to target the partners to the reception, but because the policy is still not clear, basically still in planning and preparation. And the pattern of uploading prescriptions for photography, 800 parties in 2013 to set up the country's first pharmacy O2O Alliance ——— 800, when the drug buyers will position and the prescription content upload, by the practice of drug teachers audit, at the same time, 800 union will automatically match to the nearest buyers of the line store merchants, Bring the prescription or relevant vouchers to the designated store to take the medicine. According to 800 side data, the current offline outlets are not much, only more than 100, the need for further expansion this year scale.

For different play platform, Guo Senglong said with open mind, if there is a new mode of exploration, emerging pharmacies are willing to cooperate. and the divinity pharmaceutical industry is clearly "preferred", flow, funds, team, government and medical resources are the main considerations of Sun Wen, such as last year to get the internet drug trading services a card of the flow of large Beijing-East medicine, is one of his optimistic platform, otherwise light has a license plate has no other advantages, The appeal to business is very limited.

But then again, platform cattle for us is only a prescription drug sales channels, their own operational strength is the center of gravity. Guo Senglong told reporters that with the liberalisation of the policy, in addition to the Third-party platform that has been licensed, after that, the operator may also be able to sell prescription drugs, or be allowed to apply for business-to-business licences, so there is no need to rely too much on third-party platforms. He further analyzed that, in fact, there are industry resources of pharmaceutical dealers, may be more than the layman's Internet platform can be more easily landed online prescription drugs. To the divinity of medicine for example, on the one hand engaged in pharmaceutical has been 30 years, many products are prescription drugs, with the hospital has a deep foundation of cooperation, from their access to prescription is not a problem; On the other hand, they have more than 200 pharmacies online, and even if the electronic prescriptions do not work, That is, online shopping mall only as a diversion channel for prescription drugs, consumers still go to pharmacies to show prescriptions and take medicine, thus forming a o2o closed loop.

By contrast, only a few 10 dozen store seven Lecang, in the closed-loop problem is more to transverse "medical" and "medicine" through. Lin Yu has been watching the development of mobile medical apps for a long time, he pointed out that the current area involved in the enterprise up to 2000, most of them are "medical" mainly, like the spring rain Doctor is the eldest brother of the app, they put a lot of money in order to do the flow, now to the need to change the time, and "medicine" is undoubtedly an ideal point of change. For example, before users consult the app on the doctor and get medication advice, they have to go to a nearby drugstore to buy, and later may directly "jump" to seven le Kang corresponding drug page, to achieve from the inquiry to buy one-stop service. "We have been talking about, with the net sale prescription drug release, seven Lecang of drugs category increase, with mobile medical app will have greater cooperation space, compared to third party drug trading platform, the former diversion effect may be more significant." Lin Yu to South all reporter said.

Logistics or cooperation?

The most convenient user experience for online drugs is to send it directly to consumers, which is quite a test of the logistics link.

For over-the-counter drugs, according to the current policy, to find Third-party logistics and distribution can be, this is the choice of most pharmaceutical manufacturers. But if the delivery of prescription drugs, such as the need for cold chain environment for injection, have another set of professional logistics distribution system.

In this regard, seven Lok Kang early intention to build professional logistics, in the online sale of prescription drugs on the eve of the lifting of the first win in the Domestic Pharmaceutical logistics license. "We want to grab a head and build standard benchmarks in the industry," he said. Lin Yu told the south reporters that in fact back in 2013, the FDA tentatively mentions the particularity of the drug, need to control the temperature and humidity, but then talk about the self-construction logistics is almost impossible, because the size of the pharmaceutical electrical business is still very small, drugs accounted for not much, and every single distribution on two or three boxes of medicine, the cost is unbearable, The industry has been no one dares to touch the piece, until the news of the sale of prescription drugs, so that they finally see the opportunity, the first half of last year began to apply for a business license for the medicine, the formal approval by the end of the day.

Since the construction of logistics needs to spend a lot of money, just at this time industry rumors seven Le Kang has received a round of financing. To this seven Le Kang chairman Shizhenyang to the South all reporter confirmed, and said will invest in the Self-built warehouse and distribution team. At present, they have built 1 total warehouses in Guangzhou, Shanghai Branch Warehouse has been built, Wuhan branch warehouse is to negotiate, only the sale of prescription drugs to the ground.

Once the new deal, will not trigger the competition for professional logistics license? Lin Yu said, not yet heard how many peers in the preparation of this piece, after all, since the construction of logistics does more heavy assets, but it needs to be noted that, such as Kyushu Tong, such as the Chinese medicine has already had the qualification of Business-to-business Pharmaceutical Logistics enterprises, the future will become their competitors, because the Business-to-business licensing certification does not explicitly say can not be distributed to individual consumers; The application for a business license is not as high as it was at first, and now it is only for filing and approval by the State, and it does not rule out attracting more companies to compete for the cake.

For example, one drug network has been actively applied. According to Chen's plan, once released the net sale prescription medicine, will invest more funds to improve and improve the entire logistics chain service level, this year more in two or three line city builds own warehouse, realizes the order 24 hours service standard. "But the main thing is to look at the policy, if the policy is not opposed, we are more inclined to work with the existing Third-party logistics companies." Chen to South all reporter said.

In this respect, Sun Wen also agreed to see policy trends, the advance layout of logistics have reservations. He analyses: "Originally all online drugs are not to use Third-party logistics, the results of the policy issued a few days on the open, for the general OTC drugs, Shun Fung, a three-to-one can be distributed; now the prescription Drug logistics distribution program has not come out, in case the end is gradually let go? "Sun Wen predicted that for the prescription drug will be subdivided, the conventional according to the existing Third-party Logistics Enterprise distribution should be able to, only part of the need for cold chain environment special prescription drugs are zoned for strict management, the requirements of specialized logistics licences. "Divinity from the perspective of profit space, we only choose the part that can be done." "He said to the South reporters.