Analysis of changes in pharmaceutical policies, digital marketing see tricks and recruitment | Jianxian big coffee live broadcast

On July 21, the third phase of the medical digital transformation of the medical digital transformation of Jianzhi and Jingdong Health held the third phase. The theme of this issue is: the dialogue between the hospital market and the retail market.

The live broadcast was chaired by Fan Jing, the head of the digital marketing of JD Health Medicine, and Cheng Tao, deputy general manager of Xinlitai New Specialty Medicine, and Shen Bin, vice president of Ogaron's classic brand retail division, participated in the discussion.

The hospital market and retail market is the main market for pharmaceutical marketing. The changes in the two major markets are closely related to policies, so the changes in policy in the industry must make timely adjustments.

Shen Bin said that in the context of new medical reforms, the changes in policies are mainly around the three main lines: one is to ensure that it can be available, the other is to pursue high quality, and the third is to control costs.

Shen Bin: "The first piece is basically realized through medical insurance, and the second and third parts are mainly pursuing high -quality medical services, which brings many possibilities for industry development. For example, the current Internet hospital is becoming more and more convenient. The scene of purchasing medicines from hospitals to pharmacies, and now developing vigorous e -commerce companies. "

At the same time, the policies such as collecting and mining are normalized. In addition to accelerating the transformation of pharmaceutical companies to innovative drugs, it will also promote the unsuccessful pharmaceutical companies that have not been successfully entered the collection of collection.

Cheng Tao believes that in the past two years of the epidemic, the retail market has great market opportunities. For example, in the first half of this year, in the first half of this year, the outpatient volume of some large three hospitals decreased by more than 50%due to the epidemic control.

Cheng Tao: "This means that nearly 50%of patients may come from outside. After these patients get prescriptions in the hospital, most of them need to be resident. In the process, pharmaceutical e -commerce acceptance functions are very important, and digital marketing is also. It becomes one of the critical parts. "

At the same time, Shen Bin observed that patients' medication was not only pursuing low prices, and the retail market could not be cut with the hospital market, which made the digital marketing of the pharmaceutical industry have strong particularity.

Shen Bin: "This requires the entire team of digital marketing to help patients control the disease as the starting point, obtain more traffic, and achieve more conversion."

In addition, the offline scenes of the patient's actual medication also need to be continuously deployed. Cheng Tao said that digital medical companies such as JD health are combined with online and offline methods under construction. Touching doctors, etc., can help innovative drugs enter the market as soon as possible. After these varieties enter the medical insurance, the hospital market has a certain foundation.

Cheng Tao: "We have calculated that after a drug enters the medical insurance, the first year of the market in the hospital will increase by about 20-40 times. This is closely related to the sales situation before the medical insurance."

The combination of online and offline has played an important role in the expansion of the hospital market and the retail market, and digitalization has become a new trend of pharmaceutical marketing. This has become the consensus of the guests of this live broadcast. There are still many exploration points in this new trend.

Shen Bin: "Digitalization is actually a system that includes a series of things including hardware, software, thinking, organizational structure, and assessment system. This is a systematic project. Many, everyone needs to continue to cooperate and explore continuously. "

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?

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

Writing | Nicotinamide

Operation ｜ Valley

#Jingdong Health ## Medical E -commerce ## Medicine Digitalization#

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