"内卷"终非长久计，创新才是硬道理。所谓"反内卷"，不是不重视价格因素，而是要推动竞争从"卷价 格"到"卷价值"跃迁。政策设计中，"新药不集采、集采非新药"规则更加细化，测算下来，创新药研发 投入回收周期缩短了3—5年。此外，就在集采新规发布前5天，国家医保局启动2025年医保药品目录调 整，首次新增商保创新药目录，创新药产业迎来前所未有的红利期。当然，政策托举之外，关键还是行 业自身以真正的创新打破需求天花板、发现新蓝海，同时也需要贯穿行业上下游、链接产学研各方的系 统性创新布局。 众所周知，创新药研发难度大、投入高，一旦成功，回报也高。作为经营主体，药企不能再满足于通过 仿制和外延式扩张来分食存量市场，而应大力投入原研药、首仿药、高端制剂、创新医疗器械的研发， 奋力跨越技术壁垒。当产品拥有更高的技术壁垒和临床价值，自然就能摆脱低价困局，在市场中赢得主 动。比技术创新更加重要的，是构建一个更健康的创新和竞争生态。这需要加强知识产权保护，让创新 者的投入获得合理回报，激发研发热情；需要深化审评审批制度改革，让创新产品更快惠及患者；需要 促进临床与研究机构的紧密合作，打通成果转化的"最后一公里"；需要强化质量评 ...

Core Viewpoint - The implementation plan for the comprehensive reform of drug, medical device, and cosmetic regulation in Hainan Province aims to promote high-quality development of the pharmaceutical industry through various supportive measures for innovative drugs and medical devices [1] Group 1: Support for Innovative Drugs and Devices - The plan includes timely updates to the "Hainan Province Innovative Drug and Device Product Directory," allowing new drugs, first-generic drugs, and generics that pass quality and efficacy consistency evaluations, as well as certain classes of medical devices, to be included for procurement by medical institutions [1] - There is an emphasis on accelerating the use of innovative drugs and devices in hospitals by establishing a long-term mechanism for regular meetings of pharmacy, device management, and pharmacotherapy committees in public hospitals [1] - The initiative aims to facilitate the inclusion of innovative drugs and devices in the national medical insurance negotiations, providing guidance to companies to help eligible products enter the insurance directory [1] Group 2: Pricing and Market Access - A mechanism for the formation of initial pricing and full-cycle price management for innovative medical devices will be established, promoting rapid online trading through price negotiation between supply and demand parties for devices without listed prices [1]