The Current Situation And Countermeasure Of Medical Representatives In China

Research backgroundMedical representatives are gradually deviating from initial role expectation in the process development in our country, they are more close to pharmaceutical salesman, drugs salesman role image and therefore cause a series of social problems. Such as a medical representative directly involved in commercial bribery, working hard to make doctors "rolled prescription","prescription" to damage the doctor decision-making objectivity, influence research integrity, and has given rise to "more names on one drug" phenomenon, and constantly raise the overburdened health costs more and more. It directly affects the normal medical order and endangers the safety of the masses. With series of corruption cases drug procurement activity was exposed by the media,"sales of gold","drug kickbacks" became synonymous with medical representatives, industry image is severely damaged, career development in trouble.At the same time, under the condition of market economy, the rapid development of the pharmaceutical industry and intense competition increase the function of medical representative role. Combined with drug species complex and related policy impact on the environment, a medical representative work is much more complicated and challenging. To make a medical representative play its professional value correctly, solve the problem of role imbalance caused by relevant medical representatives and to cope with environmental changes, such as economy, policy under the new situation of medical representatives of challenge, and the related problems about the present situation of medical representative research is quite necessary and urgent.ObjectiveBased on the awkward status of the current medical representative in the pharmaceutical industry in our country, this topic from the microcosmic professional perspective, with the theory of social roles related to pharmaceutical representatives to analyze related issues. This paper in order to let the public know medical representatives and clear about each related main body’s responsibility and to promote the development of occupational health medical representatives in China.This paper elaborated a medical representative’s professional value, clarified the role positioning; Summarized the development of our country medicine representative combing role-playing path; Combined with interview method and questionnaire survey to understand the status quo of medicine represents and role-playing in order to objectively describe the status quo; Points out that the professional development dilemma, serious medical representatives role incongruence. On this basis, further explore the cause and the role of a medical representative role disorder integrated countermeasures. From pharmaceutical companies, pharmaceutical industry, medical institutions, government, society and various roles of each case study to analyze the imbalance of medicine representative role. Combined with abroad experience of related medical representatives, discussed the domestic medical representative role integration strategy.SignificanceWith respect to relevant problems and strategy research, medical representatives have a very important position in economics and management. A medical representative plays a pivotal role in decided to enterprise efficiency, promoting reform and development of medicine and health care. This paper analyzed the imbalance causes of present situation of medical representative role plays and to promote the integration of medical representative role which can play a medical representative professional value in order to help solve a medical representative in our country faces the predicament and its cause a series of social problems. To make our country existing millions of famous medical represents play their better role of messenger and bridges to meet the challenge of the new era, safeguard the legitimate rights and interests of patients, doctors, medical representatives, to promote the healthy development of the medicine and health care in our country.MethodsThis topic introduced new perspective--"Role Theory (Role) and found", combined with the knowledge of his "overlapping Role group" model to study some problems about the development of the professional medical. It is generally believed that social role is determined by certain social status according with certain social expectations of behavior patterns. Role theory is explained by "character" an individual or organizational behavior theory, including the role expectation, role gap formation, role playing, roles, norms, roles, role adjustment and integration, etc. At present, the application of role theory mainly concentrated in the education psychology, philosophy, economic management, nursing psychology, etc, but less application in the field of health management. This paper reference the "Role theory" surveyed comprehensive situation of medical representative role playing in China. And on this basis, using literature research, questionnaire survey and interview with simple method, system analysis method, experience method and so on research methods to carry out the scientific research work, in order to better analyze its reasons, analyzes its function and its realistic predicament and discusses its developing direction.Content1. Role positioning of a medical representativeMedical representative has many role expectations: the needs of medicine knowledge, the development of pharmaceutical enterprises, meeting the needs of the people health, their comprehensive became the reason of a medical representative to exist. A medical representative is a subsidiary of pharmaceutical production or business operations and in the correct use and popularization of drugs, for the purpose of on behalf of the company contact with medical personnel, to provide the quality of the pharmaceuticals, effectiveness, safety, such as information service, and is responsible for information collection, information transmission and other business people. Medical representative health can promote the reasonable, effective and safe drug using and promote the development of pharmaceutical economy and health care.2. The domestic current situation of the medicine representative roleA medical representative in China experiencing the introduction of health development process, the active of the late90s and standardize the period of2000years. Under the new situation, the pharmaceutical industry developing rapidly, the pharmaceutical industry competition is intense, a medical representative role, a medical representative work is much more complicated and challenging. Role to determine basic medical representatives from various types of pharmaceutical enterprise operation, no unified threshold; role in study, pre-service multifarious, school education, on-the-job education related training system guarantee; To the role of practice, medical representative is more tend to drugs salesman work, according to the working content in general can be divided into different representative of OTC and clinical medicine, including pharmaceutical terminal market share. The current related management system and mode, the pharmaceutical enterprise encourage too much medical representatives to boost sales, a medical representative role is not clear, role conflict, role interruption, the role of failure phenomenon is widespread. A medical representative role maladjustment images make a serious fall, career development into practice, such as system, management difficulty multiple difficulties. Which directly affects the normal medical order, damage the doctor decision-making objectivity, influence research integrity and false breeding, scientific research, has given rise to more than "a drug" phenomenon, endanger the safety of the masses, and constantly push up increasingly overburdened health costs, hindered the healthy development of our country health enterprise.3. Related experience in abroad medical representativeIn Europe and the United States and other developed countries, professional medical representatives have comparative perfect related system, the selection of personnel, in service education and daily work content and soon have strict rules, in violation of the provisions, the government departments to punish them. Pharmaceutical representatives abroad relevant experience revelation: a medical representative function clear, pharmaceutical enterprise internal management strict, guild self-discipline level is high, relative mature laws and regulations and so on.Discuss1. The analysis of the causes of domestic medical representative role maladjustmentA medical representative character disorders have a role of the individual’s reason, but more is the government, enterprises and other relevant management main body and the lack of benefit main body role responsibilities. This paper using role theory related thinking, from the pharmaceutical companies, pharmaceutical industry, medical institutions, government, society and so on the different stakeholders to analyze role-play situation, and to discuss the reasons of domestic medical representative role play disorders existing problems. Pharmaceutical enterprise aspects: internal management confusion, the good and bad are intermingled, medical representatives function alienation; Incentive mechanism is unreasonable, a medical representative work efficiency is low, high turnover rate; Improper supervision and restraint mechanism is not sound, encourage competition and illegal behavior. Pharmaceutical industry: the industrial structure is unreasonable, the cutthroat, a medical representative to survive; The low level of industry self-discipline consciousness and self-discipline, lack of the management of medical representative. Terminal client layer of medical institutions: hospital management system and operational mechanism is not perfect for medical bribery bedding soil; Medical compensation mechanism is not sound, the medicine for the medical system encourages the prohibition medicine bribe. The government management, the relevant laws and regulations is not sound, lack of legal norms and regulation; Bull management,"tube to do both", low efficiency of administrative regulation is difficult to control; drug pricing system is not sound, the drug prices and social aspects, including in other subject: public opinion supervision over the medicine representative and its practice environment guide is not enough; Social and cultural influences and the malpractice of the system.2. The countermeasure research of domestic medical representative role integration According to the role imbalance reasons analyzed method of medical representative, sorting out related mechanism and system, strengthen the main body of government and enterprise management of the medical representative responsibility to explore the countermeasures of domestic medical representative role integration. The government aspects:perfecting legislation, a medical representative should be brought into the professional and legal management; Improve the level of administrative management, promote the reform process, improve the practice environment of medical representative. Pharmaceutical enterprises to strengthen internal management, pay attention to a medical representative of human resource management, to ensure the comprehensive quality of medical representatives, establish a scientific and reasonable incentive mechanism. Industry level is to promote the industrial structure optimization, improve the overall level of the industry, to strengthen the construction of industry association and strengthening industry self-discipline and play industry association regulation guiding of medical representative. Social level, industry should play together to form effective supervision mechanism, strengthen the communication and understanding, correct propaganda and guide the positioning of the medical representatives and professional value, and establish the new image of medical representative. Overall, the domestic medical representative role integration idea is to strengthen the role of responsibility and to carry out the rectification work in parallel, a medical representative supervision system is established. ConclusionsMedicine on behalf of the role of the professional integration is a social system engineering, not only involves the macro level of national policy, regulation and system arrangement, which is also involved in the enterprise itself, ethics, cultural construction and self-discipline mechanism of the is a closely, promotes mutually, the dynamic process of an overnight. We should draw lessons from foreign experience, combined with the special national conditions in our country, on the whole, the concrete on hold, sorting out the relevant systems and mechanisms relationship, promoting the sound development of medical representative.