Unlocking Marketing Momentum and Exploring Innovative Models: Fangzhou Jianke Empowers Industry Partners
Internet healthcare is gaining momentum, with promising prospects for future industry development. Recently, at the 8th Fangzhou Jianke H2H Medical Service Ecosystem Conference, industry experts discussed topics such as “Digital Marketing Trends” and “Collaboration Trends for Internet Hospitals,” offering pharmaceutical companies new strategies to break through current challenges. By providing fresh perspectives, they inspired industry partners with innovative development models and ideas, working together to uncover new sources of industry growth.
Driven by multiple factors, including advancements in digital marketing technologies and shifts in the market environment, the pharmaceutical industry’s digital marketing sector is entering a period of robust growth. Data indicates that the market size for pharmaceutical digital marketing is projected to expand further, reaching RMB 111 billion in 2025 and RMB 356.8 billion in 2030.
“Accelerating reforms in the pharmaceutical industry, driven by changes in both internal and external environments, are compelling pharmaceutical companies to continuously innovate and transform their business models. Enterprises are exploring transformations in their commercialization systems and digital innovation frameworks to enhance commercial capabilities and compliance management,” said Le Ma, Managing Director and Partner at Boston Consulting Group, in “Pharmaceutical Commercial Transformation: New Trends and Key Success Factors in Digital Marketing.” As healthcare reform and cost containment measures deepen, digital marketing has become a major trend for pharmaceutical companies to achieve broad market coverage and improve commercial efficiency. Amid external policy shifts and intense competition, pharmaceutical companies can support industry development through business model innovation and transformation.
In the Exploration of Digital Pharmaceutical Marketing, Why Is Precision Scenario-Based Marketing the Key to Enhancing Efficiency? At the “Digital Marketing Forum” of the Fangzhou Jianke H2H Medical Service Ecosystem Conference, leading pharmaceutical company representatives from China and abroad engaged in discussions.
“Digital marketing enables enterprises to reduce costs and improve efficiency.” At the forum, Lin Xianwei, Head of the Brand Planning Department at Guangzhou Baiyunshan Pharmaceutical Sales Co., Ltd., stated that in the digital era, the transformation of enterprises is evident. Pharmaceutical companies can leverage patient and physician education as well as brand planning and promotion across omni-media platforms to more broadly unlock product value, expand category reach, and grow the overall industry market.
Gan Weijie, Digital Business Director of the Customer Innovation Department at Pfizer Investment Co., Ltd., believes that with rising consumer spending power and changing consultation habits, digital marketing should embody a blend of “professionalism and engagement.” Companies can focus on patient–physician education and building closed-loop digital services to unlock a second growth curve in specialized pharmaceutical segments.
Digital marketing holds vast potential for future growth, with “faster,” “broader,” and “more precise” emerging as its core hallmarks. Liu Ling, Senior Director of Digital Innovation at Novartis Pharmaceuticals (China) Co., Ltd.; Zhang Linfang, Marketing Director at Menarini; and Deng Tingting, Head of the Integrated Medical Marketing Department at Sichuan Kelun Pharmaceutical Co., Ltd., all concurred that channel selection is pivotal to digital marketing success. Pharmaceutical companies must carefully consider how to choose platforms with extensive user reach and high credibility to achieve their multi-product digital marketing objectives.
On one hand, driven by the iterative advancements of technologies such as cloud computing and big data, public familiarity with internet-based healthcare has grown significantly, with an increasing number of users embracing services like online consultations and follow-up visits. While internet hospitals have substantially improved the efficiency of medical care, they also play an invaluable role in balancing the distribution of high-quality medical resources, alleviating doctor-patient tensions, and enhancing the accessibility of medications.
On the other hand, the booming development of internet hospitals is inseparable from market demand, and collaboration has become an inevitable trend. How can cooperation models between traditional pharmaceutical companies and internet hospitals be expanded into broader areas? Which aspects will hold collaborative advantages in the future? The guests shared their respective views based on practical experience.
Fu Xudong, Senior Vice President of Shanghai Squibb Pharmaceuticals Co., Ltd. (a Sino-US joint venture), stated that internet hospitals enable pharmaceutical companies to deliver more patient-centric services. He expressed his hope that the exchange platform established by Fangzhou Jianke would facilitate greater sharing of insights and experiences among pharmaceutical companies regarding their collaborations with internet hospitals, thereby better promoting innovation and development in the field of internet healthcare and providing improved chronic disease management services for patients.
Qian Qing, a representative from Merck & Co., expressed optimism about the future collaboration prospects between internet hospitals and enterprises. He believes that internet hospitals will become an important platform for open innovation and industrial synergy in the pharmaceutical industry, providing companies with greater expansion opportunities and data support in areas such as brand services and new drug development, thereby helping them better respond to market challenges.
Efficient and convenient consultation experiences have enabled internet hospitals to break through geographical barriers, gaining increasing favor among users. Shen Bin, Vice President of Organon China and Head of the Classic Brands Retail Division, believes that pharmaceutical companies can collaborate with internet hospitals to establish efficient distribution models, allowing patients to complete consultations and medication pickup without leaving home, thereby enhancing their service experience.
In addition to providing pharmaceutical services to patients, internet hospitals can also offer effective data support for the research and development (R&D) of innovative drugs by pharmaceutical companies during service delivery. Looking ahead at future collaboration prospects, He Lin, Head of National Commercial Operations for Prescription Drugs and Vaccines at GlaxoSmithKline (GSK), believes that internet hospitals and pharmaceutical companies can engage in exchanges and explore further possibilities in areas such as smart hardware, personalized medical solutions, and public health education. Dong Qing, Vice President of the Pharmaceutical Marketing Department at Hua Medicine, expressed hope that companies and internet hospitals will join forces to improve drug R&D efficiency, lay a solid foundation for new drug development, and ultimately benefit a larger population of patients.
The exchange of industry perspectives has provided attendees with broad imaginative space and strategic insights for development. In the future, Fangzhou Jianke will continue to uphold the principles of openness, cooperation, co-construction, and sharing, by building an interactive industry communication platform that offers more developmental inspiration. The company will also actively pioneer innovative digital marketing models and expand collaborative channels for internet hospitals, thereby fostering a mutually beneficial and win-win development landscape.