The wave of digitalization is coming, and all marketers have the essence to win | Jianxian big coffee live broadcast

On August 4th, the fifth phase of the "Medicine Digital Digital Transition In the second half of the series" planned by Jianzhi Bureau and JD Health held the fifth issue: "New Plan for the Talent Market Innovation Product/Classic Brand Accelerated".

Participating in this discussion is Zhang ZTE, chief medical officer of L'Oreal China Active Health Cosmetics Division, and Xia Qing, CEO of Tony Bio. Fan Jing, head of the Digital Marketing Department of JD Health Medicine Division.

In the live broadcast, the two guests analyzed the advantages of digital marketing in digital marketing to explore how companies stand out in the context of the new crown epidemic and policy reform. Digitalized methods will become the skills that all marketing staff must master in order to gain more customer and consumers' trust.

Zhang ZTE

"Digitalization provides new marketing methods for enterprises. Compared with previous offline visits, it is more efficient with clinical experts through online interaction. Each time we can receive 300 to 400 feedback issues. We will also face experts at the same time. With ordinary consumers, digital marketing can not only ensure close communication with professionals, but also help us communicate with more consumers. The company cooperates with experts to inform consumers' consumption misunderstandings and science popularize the correct medical knowledge. "

With the tide of digitalization, the era of eating through the world has not been eaten by a single component. Many new products in the market can survive, and the team has the ability to recover rapidly every week: including listing promotion, traffic feedback, consumer order purchase, and feedback after the first batch of people purchased.

Xia Qing

"Digital marketing does not necessarily achieve specific sales purposes, but a means of pharmaceutical enterprises. Its real purpose is to change the habit of using doctors' prescriptions, better serve patients in advance, and ensure the sales of products. The so -called digital wave of the Internet is an unstoppable torrent of history. "

Generally speaking, the mature products of pharmaceutical companies have very fixed doctors and patients. Enterprises have developed digital marketing on a certain market basis to help doctors manage more patients.

Xia Qing

"We found digital management of 3 to 5 years in a row, and the sales of mature products have also begun to appear many new growth points."

China is vast, especially in the grass -roots market. Digital means can cover more consumers with low cost. At present, it is the best marketing method.

However, compared to offline visit, digital methods are difficult to establish a direct trust with customers in a short time.

However, digital means can greatly reduce the cost of development of innovative drugs, especially the development of tumor drugs. At present, a large number of screening molecular formulas can be screened through digital means to shorten the cycle of innovation. This is also one of the direction of the depth of the future digital and the pharmaceutical industry.

Digitalization of medicine has now entered the deep water area, and large factories have performed fists to explore the best practice. "The second half of the medical digital transformation of the three people's medicine" is led by Jingdong Health, inviting the big -known manufacturer leaders, KOL, and the number of professional managers participating in the multiplayer dialogue column, through "serious" and " Unreasonable "multi -person dialogue, colliding with deep and insightful views; starting from value -oriented, creating a feast of the thinking of the digital marketing circle of medicine, and output the real useful content.

This series of columns will summarize past efforts and phased results, and propose future development trends, mainly focusing on the following four directions:

【Combat Sharing】

What is the actual effect of the digital transformation work carried out by pharmaceutical companies? Specifically, analyze the innovative projects and cases to explain how to form industry benchmarks and leaders?

【Innovation Leading】

Focusing on the "dual -core" group of doctors and patients, for pharmaceutical e -commerce or Internet medical companies, can it propose new digital ideas and new solutions in the new period, which not only in line with the characteristics of the pharmaceutical industry and can produce practical results?

[Value co -creation]

From pharmaceutical companies, medical representatives, doctors, patients, to digital transformation providers, from the perspective of different participants, what are the values ​​of the digital transformation of medicines?

【Future Trends】

From the model and form of digital marketing, with the help of Internet hospitals, doctor -patient platforms, pharmaceutical e -commerce, etc., how do you break through the current situation and bottleneck of each form? Combining the advantages and resources of all parties in the industry chain, what is the future development trend of the digitalization of medicine?

Jianxian Bureau is a strategic cooperation agency in this series of columns, so stay tuned for the content of the follow -up column!

#Digital transformation ## ## 咖 咖#

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