HealthyWay was invited to attend the meeting to talk about the new path of pharmaceutical digital marketing

One of the brand activities of arterial Network, it is a face-to-face platform to explore the solutions in the medical and health field, aiming to "focus on practical problems and discuss industry trends".

HealthyWay group executive director, senior vice President of Mr Chen Jing as invited to attend important guests, from the industry vision, realistic bottleneck and future path three dimensions, system expounds the digital marketing as the core of the new growth engine pharmaceutical industry logic and implementation strategy, to improve patients' health outcomes improvement and industry digital transformation can double fu.

Policy and market dual drive

Digital marketing moves towards a new stage of value

Mr.Chen Jing said in the live broadcast that under the background of the continuous deepening of collective procurement and national discussion policy, the logic of pharmaceutical marketing is undergoing a fundamental change:

1. Pharmaceutical companies have changed from "selling more expensive" to "selling more and using longer";

2. The role of digital marketing has also been upgraded. —— is no longer a supplement to traditional promotion, but a "patient-centered value creation engine";

3. More than 70% of the current marketing budget is shifting from "persuading doctors to prescribe drugs" to "ensuring that patients understand and continue their medication";

4. Marketing and marketing path also extends from a single clinical scene to multiple scenarios such as clinical, pharmacy, traffic platform and the third terminal.

With the comprehensive integration of Internet hospitals, health management and other service forms into the marketing chain, the digital marketing category is experiencing "gene-level evolution".

Marketing starts no longer just click-through rates, but not just prescriptions, but through the full cycle of disease education, diagnosis and treatment decisions, payment solutions, medication compliance, and improvement in health outcomes. Mr.Chen Jing put forward: professional service has become the most efficient marketing transformation engine, "service is marketing" is becoming a new standard in the industry.

Build ecology

Reshaping the digital marketing core competitiveness

At present, the pharmaceutical digital marketing industry is faced with core bottlenecks such as global data fragmentation, patient out-of-hospital service fault, and difficult to balance compliance and efficiency:

Doctors, patients, drugs and transaction data have not been fully connected, and pharmaceutical companies are in urgent need of data solutions that can connect across scenarios.

There are obvious gaps in out-of-hospital compliance management, long course tracking and health management scenario services. Drug compliance with chronic diseases is less than 50%. The traditional mode of "end of in-hospital treatment is service fault" needs to be broken through.

In the face of these challenges, the road of health, as a platform connecting many parties, is always exploring the "key" that can open the dilemma. We believe that the deep integration of open ecology and technological capabilities is the key to breaking the game, which is not only the key to solve the current problem, but also the core of competition in the future.

In order to stand out in the future, enterprises must consolidate the four core capabilities of data insight, technological innovation, service depth and ecological breadth. Through the construction of "medical Lego" type open ecology and combined with the underlying capabilities of AI, the positive circle of data-driven technology, technology enabling service, service feeding data, and ecological amplification value is realized.

The key to ecological symbiosis is not that the "toolbox" is bigger, but that the "ecological network" is more alive, which ultimately makes the health benefits of patients and the commercial success of pharmaceutical companies become two sides, and realizes the value fission of 1 + 1> 3.

This activity brings together industry experts, representative enterprises and investors and other professionals, and provides beneficial exploration for the high-quality development of the industry through cross-border exchanges and thought collision.

As a leading digital health care service platform in China, HealthyWaywill continue to work with industry partners to jointly promote the digital marketing of medicine to a more mature, more value-driven and new stage.