The information construction of pharmaceutical industry in 3G ERA benefits geometry

At the beginning of the year, the Ministry of Industry and Information Technology issued a total of 3 third-generation mobile communications (3G) licences to China Mobile, Chinese Telecom and Unicom, marking the official entry into the 3G era.

By then, the mobile phone data transmission service speed will be increased than the existing network several times, this will undoubtedly give the information age of the consumption patterns bring subversive impact. In the advent of the 3G era, the pharmaceutical industry will benefit from the construction of information technology geometry?

Because of its particularity, it has a stricter regulatory regime relative to other commodities. The reality is that China's pharmaceutical industry's overall information level is low, mainly used in the pharmaceutical retail industry, wholesale enterprises and production enterprises. In the field of application, the information level of terminal sales is relatively high, and the degree of informatization in wholesale business enterprise and production process is the second. Specific to the commercial field, information on the drug tender, circulation and other links have an important role in the media.

Or bring about a change in circulation

Professor Chen Yuwen, deputy dean of the School of Business Administration, Shenyang Pharmaceutical University, said in an interview with the reporter that the current online drug centralized bidding procurement for the development of China's pharmaceutical e-commerce activities have a great role in promoting. In the procurement, the future may be based on the procurement cost reduction and bargaining capacity of the chain pharmacies initiated by the centralized procurement, and in the distribution, it can promote the development of Third-party pharmaceutical logistics.

The improvement of informatization has provided the possibility for the effective development of medical electronic commerce.

For the pharmaceutical circulation enterprises, the improvement of informatization means the reduction of transaction cost. On the other hand, with the promotion of informatization and the extensive development of e-commerce activities, drug circulation enterprises will face a new choice. In the future, the pharmaceutical circulation enterprises ' market concentration will be increased, the number of smaller but larger circulation enterprises will be engaged in drug delivery business, most of the poor competitiveness and small enterprises will withdraw from the market.

It is understood that in recent years 70% of the domestic pharmaceutical products marketing is through the mode of investment to achieve nationwide sales. Beijing Qun Albert Pharmaceutical Marketing Training Co., Ltd. general manager Yuefeng to reporters, manufacturers through the establishment of the company's Web site, or to create a comprehensive medical website, or directly choose a professional large-scale investment network to publish investment information, to attract agents to the product and Company's attention. Some enterprises also apply electronic network technology to the selection process of distributors. For example, the two sides first through the network video preliminary negotiations, to the scene to do some pictures, products, production lines, end-user witness and other aspects of video information, and then realize the final determination of the dealer.

In addition, distributors in the local sales can not be separated from the application of E-commerce. such as bidding in the process of quotation, negotiation and calibration in the application of electronic commerce. Dealers and manufacturers of online communication, online ordering, online goods inquiries, as well as the local downstream business product flow monitoring, etc., have electronic information. Even some pharmaceutical companies for the manufacturers of regional agents or manufacturers business managers opened the "Remote Online query Inventory" service.

Zhou Rengen, manager of China Pharmaceutical Investment Network, said: "The continuous improvement of the medical Information application degree, for the pharmaceutical business companies to open the sales market around the provision of a good platform, reducing the need for sales around the staff, saving the cost of expenditure." ”

Level needs to be improved

At present, the application of informatization in the pharmaceutical industry is mainly the information inquiry and online transaction level. Because there are still many problems and obstacles (such as the authenticity of online transaction information recognition, the face of a large number of information generated by the transaction information search costs, network business information is far from standardized, trading platform issues, etc.), can not be achieved from the pharmaceutical dealers to find distributors, to the dealer to negotiate screening, and to determine the development of trade contracts and other pharmaceutical e-commerce activities of the whole process.

Zhou Rengen points out that because of the specificity of medicines, they are much stricter in regulation than other commodities. Coupled with the long-term formation of the trading habits, resulting in many companies are willing to choose direct "offline trading", feel more worry.

There is a point of view, the current medical business in the information construction problems encountered in the system. Chen Yuwen that, in the commercial channel links, mainly reflected in the online trading platform (pharmaceutical electronic market) development is imperfect. The online medicine centralized bidding and purchasing platform is a good medicine electronic market, but the use scope is not big enough and has limitation. It is not feasible for pharmaceutical companies (whether they are producers or operators) to build their own electronic market. On the one hand, the establishment and maintenance of the pharmaceutical electronic market is poor, on the other hand, each enterprise needs to establish its own market, there will be a standard is not uniform and the transaction process of information search costs are high. "The development of pharmaceutical electronic commerce should be the third party medicine E-commerce market." ”

There is also the cost of professionals. Yuefeng said that the pace of information construction by end-users may be inconsistent with the expectations of commercial companies, therefore, pharmaceutical business in the process of promoting information construction, to actively communicate with downstream customers to obtain customer support and understanding, the strength of the company can also increase the downstream customer training, guidance and input, Advance the pace of information construction together.

E-commerce or trend

To be sure, the rapid development and application of information technology, including 3G technology, will provide more convenient, efficient and timely service function for the medical field, and also more conducive to the expansion of the electronic commerce activities.

In particular, the 3G "Mobile positioning function", can achieve drug-enterprise managers on the site supervision of sales personnel, sales staff can also be achieved through the function of timely submission of customer information feedback, terminal data collection and other information; "Fast Internet access" can help mobile office staff to quickly check information and send and receive e-mail, Real mobile office; "Mobile wallet function" for some small amount of payment to provide a convenient; "videophone function" can provide enterprises with remote business meetings, product display, dealers, such as string of goods for more effective means of collecting evidence; "High-speed video function" for online training and education, such as the possibility of implementation, In particular, committed to the third terminal market development of pharmaceutical companies, but also for grass-roots doctors to provide free online training, do a good job of the end of the doctor's services and maintenance, as well as product and enterprise publicity.

Chen Yuwen that the electronic commerce of medicine is the inevitable trend, the technology that can bring efficiency is the trend, and also the need of the reform of China's medical circulation system. With the rapid development of electronic commerce, the Government should accelerate the development of medical electronic commerce, promote the reform of medicine circulation system in China, and fundamentally solve the key problems in the field of medicine circulation in our country, such as many levels, many links, high cost and higher drug price. (CIO Times Network)