Drug companies need to think twice about switching to battle equipment

With the promotion of a series of policies such as the new medical reform, the profits of the pharmaceutical market have become increasingly diluted, which has made medical devices, the highly anticipated market, become areas that vendors are trying to test. The relevant research report pointed out that it is expected that during the "12th Five-Year Plan" period, the output value of new medical devices will be boosted by 200 billion yuan, and its follow-up market potential is still huge. However, the degree of difference between pharmaceuticals and medical devices is not small, and if drug companies are going to face difficulties, they will need to think twice before proceeding.

“From pharmaceutical companies to medical equipment companies, what issues need attention and consideration?” At the second China Medical Device Summit held in Suzhou, a pharmaceutical company with annual sales of about 600 million yuan The person in charge, the question raised by the medical device industry elites such as Pu Zhongjie, CEO of Lepu Medical, and Lin Zhenhui, the Vice President of the Business Operations Department of Medtronic in Greater China, is actually revealing the pride of the current pharmaceutical companies in the medical device market.

Yixie "money" way <br> <br> optimistic about China's medical device market attractiveness of how much might be learned from these data, the following: China's per capita distribution of medical equipment amounted to $ 5.46, while the US per capita allocation of medical devices It is US$309.77, Japan is US$111.53, and Europe is US$122.59. The output value of medicines and medical devices in foreign markets is 1:1, while the output value of Chinese medicines last year has exceeded 1.6 trillion yuan, and the output value of medical devices is only 120 billion yuan.

It is worth mentioning that although after several decades of construction and development, the medical device industry has gradually become an important part of China's advanced manufacturing industry, but the problem of unbalanced distribution of medical resources in China has not been completely resolved, accounting for 70 The rural population of only 20% of medical device resources. With the continuous advancement of the new medical reform, the demand for grass-roots medical devices has been continuously released, and its market potential has been favored by domestic and foreign medical device manufacturers.

Jin Kewen, consultant of China Medical Devices Summit Forum, said that the comparison of these serious imbalances indicates that the demand for medical device market in China is still very large. According to relevant statistics, the annual growth of medical device sales in the Chinese market is as high as 20%; and from the policy level, Look, the current state is promoting the upgrading of industries. Medical devices as high-value-added industries are getting more and more policy support, and it is timely to tap the potential of the medical device industry.

The grass-roots medical device market is particularly favored by companies and investors. This is mainly due to the tendency of the current policy to continue to sink. On November 15 last year, the "Twelfth Five-Year Plan for the Development of Medical Science and Technology" posted on the website of the Ministry of Science and Technology specified that medical devices are one of the core technologies for the development of a strategic emerging industry for biomedicine, and that medical science and technology research should focus on rural areas. At the grass-roots level in the community, we will vigorously promote the development of cost-effective medical devices for primary medical and health institutions, improve the degree of intelligence, technical stability, and product reliability, and effectively improve the technical level and service capabilities of China's primary medical institutions.

The “Blue Book of the China Medical Industry Annual Report 2011” further pointed out that according to the national “Twelfth Five-Year Plan”, the newly added medical and health resources will be mainly oriented toward rural and urban communities. This will increase the demand for low-end medical device market, and will increase the demand in the next five years. The hospital's demand for medical imaging equipment, inspection equipment and information equipment will increase significantly. This is a great advantage for domestic medical device companies. Driven by policies and demands, it will surely drive the development of low-end high-quality medical device market.

Drug companies are fighting more than "misguided"

The highly anticipated medical device market is now becoming a "treasure place" for companies to compete for trials as the profits of the drug market are increasingly diluted. Relevant statistics show that in the first half of 2012, there were a total of 11 investment cases disclosed in the medical device industry, and the total investment was 1.9 billion U.S. dollars, which was significantly accelerated.

Pu Zhongjie stated that China's medical device market is still very large. It is also good that some local pharmaceutical companies come in full competition. But first, they must choose the right products for the product. In addition, unlike medical devices and medicines, talents originally engaged in drug research and development in companies do not come to research and develop medical devices. Therefore, it is necessary to reorganize a good team. It is also important to choose a good partner.

It is not easy to form a good team. “Relatively speaking, the marketing team is better established. Pharmaceutical companies can use the original drug marketing channels and talents. It is possible to adapt the medical device market in a short period of time through systematic training.” Jin Kewen pointed out, “But R&D talent is It is a difficult problem that domestic medical device companies have been at a disadvantage in the market competition with multinational medical device companies, largely due to a shortage of talents and a large technological gap, and pharmaceutical companies must move to medical devices in a short time. It is very difficult to develop an excellent R&D team.” This difficulty has been exacerbated by the fact that the R&D forces of more and more multinational medical device companies are moving eastward.

According to media reports, before and after the establishment of an R&D center in China in August, Kehui Medical has dug many R&D talents for a Hong Kong-listed medical device company. Hong Kong-listed medical device companies have no advantage in the fierce competition for talents. How can domestic pharmaceutical companies that have just fought in this field quickly grasp an excellent team?

Industry experts said that only when you go in, you will find many unforeseen problems that have involved production, R&D, sales, and management. In the face of profits and risks, pharmaceutical companies choose to enter or choose not to move. The test is precisely the wisdom and strategy of the company.