Hengrui Pharmaceuticals' new drug promotion has been accused of violating advertising laws, and rival Qilu Pharmaceuticals wants to fight Bo Gongtang
Source: 21st Century Economic Report Author Zhu Ping Wuxuan
Xin Ruibai is Qilu Pharmaceutical after 10 years, invested more than 30 million yuan in independent research and development products, in August 2015, Edo is Hengrui Pharmaceuticals 10 years of independent research and development of bio-innovative drugs, research and development costs of about 98 million yuan, was approved for listing in July this year.
Recently, a Qilu Pharmaceutical commissioned lawyers to Hengrui Pharmaceutical issued a letter of lawyers circulating in the industry, the lawyer letter said Hengrui Pharmaceutical in the promotion of the new drug "Edo" to use "optimal", "best", "minimum" and other exaggerated words, and taken out of context, Qilu Pharmaceutical's product "New Ruibai" has a negative impact. 21st century economic reporters have been confirmed by many parties, there is a letter of lawyer.
On the morning of September 6, the 21st century economic reporter repeatedly called Hengrui Pharmaceuticals, but no one answered, the relevant person in charge also did not respond to this; "
Dingchen Pharmaceutical Consulting founder Shi Lichen told the 21st Century Economic Report reporter: "Similar competition phenomenon is more common, if Hengrui pharmaceutical publicity is really illegal, then Qilu Pharmaceutical's practice is conducive to regulating market competition, because this publicity will affect the choice of drugs by doctors, reduce Qilu Pharmaceutical's market share." "
both parties or to the book public
Qilu Pharmaceutical said in the lawyer's letter, in the absence of a comprehensive, scientific academic basis and factual basis, Hengrui Pharmaceutical intercepted Qilu Pharmaceutical "New Ruibai" product part of the research data, out of context will Hengrui Pharmaceutical products "Edo" and similar products "Wheel blood", "New Ruibai" and other excellent comparison, and the use of "best", "best", "lowest" and other exaggerated publicity, enough to mislead professionals, commercial customers and the public about the new Ruibai clinical trials. Then it has an incorrect understanding of the new Ruibai.
Qilu Pharmaceutical believes that Hengrui Pharmaceutical's behavior has caused adverse effects, hindering the normal clinical promotion and use of its products, and causing loss of benefits. In a letter from its lawyer, Qilu Pharmaceuticals informed Hengrui Pharmaceuticals that it would immediately withdraw and destroy all promotional materials containing insinuations of new Ray white products, and use various means to correct and clarify the above errors, so as to minimize the adverse effects and loss of benefits caused by Qilu Pharmaceuticals.
Qilu Pharmaceutical also said in the lawyer's letter, hope Hengrui Pharmaceutical can follow the fair competition market rules, rely on the true quality level of products to fight for the market, if Hengrui Pharmaceutical did not properly handle the incident, Qilu Pharmaceutical will be through litigation, administrative complaints and other means to safeguard rights and interests.
As far as the contents of the lawyer's letter are in view, Hengrui Medicine has obviously stepped on the line in its publicity. According to Article 9 of Chapter II of the Advertising Law of the People's Republic of China, advertisements may not use the words "state-level", "highest level" or "best";
Yan Wang, a lawyer at Beijing Daocheng Law Firm, pointed out to the 21st Century Economic Report that such illegal advertisements will face measures such as orders from the industrial and commercial sector to stop advertising, eliminate the impact within the corresponding scope, and impose fines and other measures, depending on the serious circumstances.
In fact, it is not uncommon for pharmaceutical companies to pinch each other in terms of marketing, marketing, patents, etc. Earlier, Chipotle 癀 sued Xiamen Traditional Chinese Medicine Co., Ltd., a subsidiary of Shanghai Pharmaceuticals, for trademark infringement and unfair competition; Qilu Pharmaceuticals and Four Rings Pharmaceuticals have repeatedly filed a lawsuit against the patent of Malay acid cinnamon, and Pfizer has filed a lawsuit against Johnson and Johnson, accusing the latter of blocking the use of biosimilars from its arthritis treatment drug Remicade, preventing health insurers, hospitals and clinics from offering Pfizer's lower-priced biosimilar products.
Competition in the market for new drugs has intensified
Qilu Pharmaceuticals is "dynamic" because Hengrui Pharmaceuticals new drug sales direct contact with its market cake.
It is understood that the lawyer's letter mentioned in the new Ruibai is Qilu Pharmaceutical after 10 years, invested more than 30 million yuan in independent research and development products, in August 2015 on the market;
Both drugs are the same long-acting products of granulocyte colonization stimulation factors (called long-acting rhG-CSF), which are suitable for patients with non-myeloid malignant tumors who are susceptible to clinically significant reduction of fever-causing neutral granulocytes when receiving bone marrow-inhibitory anti-cancer drugs, reducing the incidence of infections manifested by fever-neutral granulocyte reduction.
Tianfeng Securities said in the research report, China's long-lasting rhG-CSF is far from reaching the stage of sales bottlenecks, long-acting dosage form of high-speed growth is still expected to continue. At present, In terms of short-acting preparations, Qilu Pharmaceuticals has the largest share of products, reaching 39.4%. The long-acting rhG-CSF has only been approved for listing by Zin Youli of Shipharma (Shandong) Biopharmaceuticals, New Ruibai of Qilu Pharmaceuticals and Ado of Hengrui Pharmaceuticals.
In its research report, Citic Capital said that in 2017, the sales of Zinyouli, a stone drug, were 203 million yuan in sample hospitals, up 134 percent year-on-year. Qilu's new Ruibai although listed late, but its original has a short-acting rhG-CSF sales base, so in 2017 the domestic sample hospital sales of 245 million yuan, in sales has exceeded the stone medicine's Zinli. Tianfeng Securities according to the domestic market calculations, Hengrui Pharmaceuticals' Ado is expected to occupy China's 1 billion yuan long-term rhG-CSF market. Other industry estimates, the current domestic G-CSF market, long-term G-CSF market is estimated to be about 4 billion yuan.
An industry insider, who did not want to be named, told 21st Century Economic Reporter that less than two months after Hengrui Pharmaceuticals' Edo went public, Qilu Pharmaceuticals began sending lawyers letters to see how much competition there was in the field. "There is also some cross-border publicity, marketing, etc. in the market, but these all have consequences."
In Slichen's view, whether it is The promotion of Hengrui Pharmaceuticals or Qilu Pharmaceuticals issued a lawyer's letter, its fundamental purpose is market competition. After Edo's listing, the market share of the new Rebai will certainly be reduced, regardless of the way of competition, must be legal compliance. "Before the Chinese market has a lot of pharmaceutical companies to produce low-quality drugs, spend a lot of money for marketing, belong to the abnormal competition and development, but due to the introduction of various policies in China, consistent evaluation and continuous improvement, in 5 to 10 years, the market competition pattern will produce significant progress in the quality of drugs, new drug research and development and medical insurance."
In this regard, the 21st century economic reporter repeatedly called Hengrui pharmaceutical, but as of the time of writing has not received any reply, Qilu Pharmaceuticals said that the follow-up developments are not understood. "Both sides really need to look at the possibility of book public, but in order to quickly seize the market, Hengrui Pharmaceutical may make other marketing countermeasures, after all, from the present point of view, Hengrui Pharmaceutical violated the relevant laws and regulations, the future may be involved in industry and commerce." The above-mentioned industry pointed out.
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