Research On The Plight And Countermeasures Of Pharmaceutical Enterprises In The Background Of Deepening Medical Reform

The pharmaceutical industry is a special industry related to national health and quality of life.Since 2016,the reform of China's medical and health system has continued to advance to deep-water zone.Through the promulgation of relevant laws and regulations and industry norms,the comprehensive and in-depth reform of the pharmaceutical industry has been carried out,which has exerted a huge impact on the R&D,production and marketing of pharmaceutical products of pharmaceutical manufacturers.In this context,the business operation of Kunming Longjin Pharmaceutical Co.,Ltd.has been severely impacted.On the one hand,the adjustment of the health insurance directory has limited the scope of medical insurance payment of breviscapine for injection of Longjin Pharmaceutical's main produc.On the other hand,the implementation of the "two-ticket system" forced Longjin Pharmaceutical to change its original marketing method.Although Longjin Pharmaceutical's marketing model has changed,there are still many problems:(1)lack of research and development capabilities,single product structure;(2)extensive marketing methods and insufficient channel control;(3)lack of public relations management system.Therefore,Longjin Pharmaceutical has experienced a sharp decline in profit,weak operating capabilities,and slow R & D progress.By analyzing and researching the problems existing in the business operation of Longjin Pharmaceutical,specific suggestions are put forward: First,optimize the innovation path,take the original product as the core,expand related product lines,and improve autonomy R & D capabilities;Second,grasp the new pattern of the pharmaceutical industry under the "two-vote system" and form strategic alliances with large pharmaceutical distributors;third,diversify marketing methods and strengthen channel control;fourth,establish a public relations management system,Routine public relations work,grasp policy trends,and actively respond to market changes.