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藥企學術推廣花5億,入不敷出!

2017-9-14 08:28| 發布者: 中藥材| 查看: 4868| 評論: 58

摘要: 藥企學術推廣費被曝,花掉近5億,每天50萬!超過凈利潤,入不敷出!▍藥企學術推廣,花了近3億據《新京報》9月11日報道,日前某藥企在證監會網站,更新招股說明書,準備在深交所中小板上市,計劃募集資金約1.9億元。 ...

藥企學術推廣費被曝,花掉近5億,每天50萬!超過凈利潤,入不敷出!


藥企學術推廣,花了近3億

 

據《新京報》9月11日報道,日前某藥企在證監會網站,更新招股說明書,準備在深交所中小板上市,計劃募集資金約1.9億元。

 

這引起了記者的注意。經過調研,發現一些反常的現象。

 

盡管這家藥企多次強調重視研發,但投入卻逐年遞減。2014年至2017年上半年,研發投入分別為802.76萬元、772.98萬元、541.53萬元、274.61萬元。

 

反倒是,藥企的學術推廣費用卻逐年攀高,三年半內推廣花費達2.95億元,超過同期合計凈利潤,為研發經費12倍。一共進行了4185次,平均每次學術推廣花費7.04萬元。

 

平均每天50萬,累計4.9億

 

這還不算驚人的,有藥企學術推廣,平均每天耗費50萬。

 

日前,重慶某藥企再次發布預披露文件,發起了新一輪的IPO沖刺。其招股書顯示,三年半累計營收約18億元,累計凈利潤約2.7億元。而期間的市場推廣費累計達到4.9億。

 

占同期銷售比例70%左右,高于同行業上市公司66%的平均水平。 學術推廣費,月均1400萬元、日均50萬元。

 

這些錢都花在什么地方了?

 

記者暗訪,發現“潛規則”

 

記者為弄清真相,以求職者身份,到這家藥企應聘學術專員,發現了一些秘密,不過是另一家藥企的同行透露出去的。

 

這位醫藥人表示“這種學術推廣活動,都是要給醫生紅包的,根據級別不同,給的紅包金額不同,一般是一千元起,嘉賓在醫院的級別越高,越重磅,出場費越高。這已經是行業潛規則。”

 

對業內來說,這也算不上秘密了,請醫生參加學術會議,要提前預約、反復邀請、服務妥帖,給點紅包做車馬費。就這樣,醫生還不一定有時間去——沒檔期,邀請的太多了。

 

反腐高壓,居高不下營銷費用,是定時炸彈

 

藥企的營銷費用這么高,不但證監會高度警惕,在醫療反腐高壓態勢之下,也是企業未來業績的隱患。

 

據統計,今年以來,有6家謀求上市的藥企,申請被否。證監會的部分反饋意見中,就有希望企業在銷售過程中,是否存在商業****的說明。事實上,此次這家藥企就遇到這樣的問題。

 

高中標價和高營銷費用之間的關系,已經被相關部門掌握了。過往對一些藥企行賄的判決書顯示了,藥價20-30%作為回扣、16%作為銷售費用,藥代和醫生聯手賣藥的事實。

 

一經公開,人盡皆知。藥企的營銷費用還是一直高居不下的話,其中的“秘密”清清楚楚。就看相關部門愿不愿意查了!


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