Beimule Empowers Pharma Digital Transformation with Integrated Digital Marketing Solutions
In recent years, the pharmaceutical industry has faced multiple pressures. Digitalization, leveraging its advantages in convenient storage, real-time transmission, and efficient analysis, can serve as a new growth driver for the industry, representing an indispensable development trend for pharmaceutical companies.
On the one hand, continuous policy innovations in the pharmaceutical industry, such as the successive implementation of Volume-Based Procurement (VBP) and Diagnosis-Related Groups (DRGs), have squeezed corporate profits, leading to increased attention on the out-of-hospital market.
On the other hand, the rise of the digital economy has transformed traditional interaction models across various industries, and the pharmaceutical industry is no exception. Users, including doctors and patients, are gradually adapting to digital lifestyles and work practices.
Furthermore, against the backdrop of digital transformation accelerated by the COVID-19 pandemic, the value of pharmaceutical e-commerce has become increasingly prominent. The market size of online drug sales has grown steadily, surpassing RMB 200 billion in 2021 and overtaking primary healthcare institutions to become the fourth-largest retail terminal.
Jiangsu Beimler E-Commerce Co., Ltd. (hereinafter referred to as “Beimler”) is aCore Business: Digital Marketing in the Pharmaceutical Industryan innovative e-commerce enterprise dedicated toShaping a New Landscape for Pharmaceutical E-commerce。
Founded in 2019, BEIMLER primarily serves clients in the pharmaceutical and healthcare sectors, providing comprehensive digital integrated marketing services.
As a company focused on digital marketing in the pharmaceutical sector, with pharmaceutical e-commerce as its initial core business, Beimler's founding teamWith a background in both pharmaceutical companies and e-commerce, we have developed a unique understanding of the intersection between internet and medicine.。
Li Chao, co-founder of BEIMLER ECOMMERCE, has a background in clinical medicine. During his early years as a pharmaceutical sales representative, he gained firsthand experience with the limitations of traditional pharmaceutical marketing models. He subsequently held key management positions at several large pharmaceutical companies and JD Health, where he was responsible for market promotion, drug procurement, and partnerships with pharmaceutical enterprises. During this period, Li Chao observed the profound impact and transformation that the internet industry had brought to traditional sectors, which inspired him to apply digital marketing strategies to pharmaceutical marketing.
In addition, the company’s other two co-founders also have backgrounds in the pharmaceutical industry. Co-founder Zhu Pengcheng has held key management positions at several state-owned and joint-stock banks, as well as at Taiji Group. Co-founder An Penghui has served in critical roles at Guangzhou Pharmaceutical Holdings’ Baiyunshan Pharmaceutical, Shuangjing Pharmaceutical, and JD Health.
All three founders share a profound understanding of “Internet + Healthcare.” Driven by the original intention of introducing internet thinking to the pharmaceutical industry to enhance the efficiency of traditional pharmaceutical promotion, they jointly established Beimler.
Currently, BEIMLER’s business segments are divided into four major parts, the first of which is providing services to pharmaceutical companies.E-commerce Sales Agency Operation Services, undertaking sales agency services for e-commerce channels, which was also the company's core business at its inception. Second,New Media Advertising Placement, including providing pharmaceutical companies with services such as public relations planning and digital channel advertising placement. This business also surpassed e-commerce operation agency in August this year to become the company’s highest-revenue-generating segment. Thirdly,User Operations, including outsourced pre-sales and after-sales customer service for pharmaceutical companies on e-commerce platforms, as well as managed private-domain user operations. The fourth part isPharmaceutical Supply Chain Business, serving as a bridge between pharmaceutical companies and e-commerce platforms to support pharmaceutical distribution.
BEIMLER's Four Major Business Segments
“E-commerce channels have their own unique sales rhythms and present personalized demands for pharmaceutical supply chains. Meanwhile, pharmaceuticals are subject to a specialized regulatory framework. How to compliantly meet the needs of e-commerce platforms is a challenge facing pharmaceutical brand companies. Therefore, we have begun building our own supply chain center tailored to the characteristics of e-commerce, so as to better serve customers across the upstream and downstream value chain,” said Li Chao.
Based on this, BEIMLER ECOMMERCE has established its first supply chain center in Chongqing and plans to build additional centers in Jiangsu and other regions in the future. This expansion aims to meet the demands of downstream e-commerce platforms while providing services to upstream pharmaceutical manufacturers.
Li Chao believes that prescription drugs, due to restrictions on online sales and strict regulations, cannot fully leverage the advantages of e-commerce platforms. In light of this, BEIMLER ECOMMERCE provides prescription drug companies with services such as user operations and medication guidance for private-domain users.
Correspondingly,ToC pharmaceutical companies need to build their own brands on the consumer side; OTC drugs are more suitable for digital marketing, and the OTC market is relatively easier to enter.Therefore, BEIMLER ECOMMERCE focuses more on the e-commerce business of consumer healthcare products, such as OTC drugs in the fields of tonic and wellness, bone health, and nutritional supplements.
In Li Chao’s view, traditional pharmaceutical marketing models—such as advertising-driven demand generation, commercial distribution channel stocking, and market sales control—require substantial investments in manpower and capital for promotion and management. Moreover, these marketing activities, including advertising placement, market promotion, and market control, are plagued by pain points such as difficulties in evaluating effectiveness and low synergistic impact.
Compared with traditional marketing methods, the greatest advantage of pharmaceutical e-commerce lies in its ability to shorten intermediate links, thereby allowing more resources to be allocated to market promotion and user services. Furthermore, the digital nature of e-commerce enables the digitization of marketing activities within this channel, thus facilitatingConduct user insights, product analysis, and marketing diagnostics based on data to make marketing activities measurable and replicable, thereby improving efficiency.。
Using pharmaceutical e-commerce as its entry point, BEIMLER ECOMMERCE is truly committed to empowering pharmaceutical companies in their digital transformation of marketing.
From a broad perspective on pharmaceutical digitalization, Li Chao divides the digital transformation of marketing into three stages. The initial stage, known as assisted marketing, involves the adoption of digital tools and channels to gradually digitize internal sales management and external sales promotion activities within the enterprise.Begin accumulating data and develop a model tailored to the enterprise’s specific needs.
The intermediate stage is an advancement of the introductory level, namely, driving marketing. ThroughAccumulate data and develop a digital mindset,for sales management, channel optimization, market competition and response, and user profilingProvideData and Insights Report, Driving Sales.
At the advanced stage, it is not merely about adeptly utilizing digital tools, but rather developing one’s own tools to achieve comprehensive empowerment. This is specifically manifested inCompletion of Digital Infrastructure Construction, including DMP, CPD, and data analytics models, to analyze and derive insights across various dimensions such as sales behavior, sales performance, channel performance, brand performance, user tagging, and user feedback.Provide Data and Insights for Enterprise R&D, Production, and Marketing, discover new business opportunities.
Currently, BEIMLER ECOMMERCE focuses on the auxiliary marketing phase, primarily by enabling digital sales channels and building media promotion channels. It helps pharmaceutical companies leverage digital tools effectively, providing them with more effective and cost-efficient marketing solutions, thereby allowing these companies to concentrate more on enhancing product quality and building their brand narratives.
In the medium to long term, BEIMLER ECOMMERCE will continue to deepen its technological and business iterations, aiming to accelerate its progress into the second and third phases. By increasing R&D investment, the company plans to develop independently innovated digital tools for pharmaceutical enterprises, thereby helping them achieve digital transformation more effectively and efficiently.