“买方时代”向医界走来医疗、医药体制改革,一直是个难撕难扯的麻头问题,但是,最近这个行业出现了一些新的现象值得关注。破天荒医药打起了价格战。三九企业集团率先开始降低药价,引发行业的连锁效应,虽然价格降幅不大,但让人看到了一直居高不下的医药天价开始趋低的曙光。除食品之外,医药广告是中国的第二大户,但最近有了一个新的变化,在药品广告的队列中开始出现医院广告,尤其是在区域媒体中的变化更加明显。有专家预言,随着医药价格的竞争、医药利润的降低,医院将走到媒体前合,退居二线的医药将不会像现在一样凶猛。 “Buyer’s time” came to the medical community to reform the medical and pharmaceutical system. It has always been a difficult problem to tear up. However, there have been some new phenomena in the industry recently that warrant attention. The pioneering medicine has played a price war. The Sanjiu Enterprise Group took the lead in reducing drug prices and triggered a chain effect in the industry. Although the prices did not drop much, people saw the dawn of high prices of medicines, which have been high for a long time. Apart from food, medical advertisements are China’s second largest household, but recently there has been a new change. Hospital advertisements have begun to appear in the queue of pharmaceutical advertisements, especially in the regional media. Some experts predict that with the price competition of medicines and the reduction of pharmaceutical profits, hospitals will come to the media, and medicines that retreat to the second line will not be as fierce as now.