迎战医改：红日药业的人才选拔困局 Facing Medical Reform: The Talent Selection Dilemma of Hongri Pharmaceutical

作者：魏峰 (Wei Feng)、许礴 (Xu Bo)、刘的芃 (Liu Depeng)、陈瑞强 (Chen Ruiqiang)

案例名称： 迎战医改：红日药业的人才选拔困局Facing Medical Reform: The Talent Selection Dilemma of Hongri Pharmaceutical

案  例  库：中国工商管理国际案例库

入库时间：2025.05.15

摘要：2019年，红日药业的核心产品血必净通过国家医保谈判进入医保目录，直接导致销售价格下降46.54%。销售价格的大幅下降极限压缩了利润空间，严重冲击了红日药业“招商为主，自营为辅”的销售模式。为应对这一变局，红日决定进行组织变革，提升自营业务的占比并选拔合适的人才领导这次变革，但随后的几年，红日药业均未取得理想的结果。新年伊始，新的重要决策再一次摆在决策层面前:销售部总经理的职位到底该交由何人?为此，红日药业董事长紧急召集了销售副总裁与人力资源副总裁等几位高层管理人员讨论销售总经理的人选。会议中3位候选人逐渐进人了最后的角逐:已有十余年工作资历的化学事业部销售总监谢云与药学专家联系紧密，工作表现出色，是不错的人选;政府准入部总监赵翔雷厉风行，半年来初涉销售业绩突出，是应对危机合适的人选;销售出身的晋豫蒙大区经理杨宇，行事风格稳健，虽未到总监级但几年来的业绩在同辈中一直领先，也是不错的选择。除此之外，也有人提出可以由3人共同领导销售部的工作……新局迭出，市场动荡，销售总经理人选悬而未决，决策层必须果断做出决策。

In 2019, Hongri Pharmaceutical’s core product, Xuebijing, was included in the nationalmedical insurance directory through national medical insurance negotiations, which directlyled to a 46.54% drop in its sales price. The significant decline in sales price severely compressed the profit margin and severely impacted Hongri Pharmaceutical’s sales model of”mainly through agency and supplemented by self-operation”. To address this situation, Hongri decided to carry out organizational changes, increase the proportion of self-operation, andselect suitable talents to lead this transformation. However, in the following years, HongriPharmaceutical failed to achieve the desired results. At the beginning of the new year, a newand important decision was once again placed before the decision-making level: Who shouldbe appointed as the general manager of the sales department? For this reason, the chairman ofHongri Pharmaceutical urgently convened a meeting with the vice president of sales and thevice president of human resources and other senior management personnel to discuss the candidate for the position of sales general manager. During the meeting, three candidates gradually entered the final round of competition: Xie Yun, the sales director of the Chemical Division摘要 / Abstractwith over ten years of work experience, has close ties with pharmaceutical experts and hasperformed well in his work, making him a good candidate; Zhao Xiang, the director of theGovernment Access Department, is decisive and has achieved outstanding sales performancein the past six months, making him a suitable candidate to deal with the crisis; Yang Yu, themanager of the Jin-Yu-Meng region who has a sales background, has a stable working style.Although he has not reached the director level, his performance has been leading among hispeers in the past few years, making him another good choice. In addition, some people suggested that the three could jointly lead the sales department’s work… New situations emergedone after another, the market was turbulent, and the candidate for the sales general managerremained undecided. The decision-making level must make a decisive decision.