Technology-Driven Efficiency and Innovation-Led Growth: Opportunities and Challenges in Omnichannel Digital Marketing for the Pharmaceutical Industry

Jun 08, 2022 09:00 CST Updated 09:00

2021 marked a year of accelerated advancement for China’s and the global pharmaceutical and healthcare industries. Within China’s healthcare sector, the overall market size of digital marketing surged from RMB 1.6 billion in 2016 to RMB 16.1 billion in 2020, representing a compound annual growth rate (CAGR) of 78.1%. The total market size of medical digital marketing in China is projected to reach RMB 43.6 billion in 2022, while the market size for medical digital marketing platforms is expected to attain RMB 19.1 billion by 2025.

Since 2021, new healthcare reform policies covering areas such as “Internet+”, tiered diagnosis and treatment, national centralized drug procurement, medical insurance payment reform, and public health have been successively implemented. Meanwhile, the normalization of epidemic prevention and control has accelerated the transformation of doctor-patient diagnostic and treatment behaviors, exerting a profound impact on changes in pharmaceutical circulation. The domestic pharmaceutical and healthcare industry is now facing unprecedented opportunities and challenges.

Centralized and bulk procurement systems, restrictions on offline marketing imposed by the COVID-19 pandemic, and the rapid advancement of digital technologies are driving pharmaceutical and medical device companies to continuously pursue marketing models that feature innovative communication channels, efficient medical dissemination, and significant cost-effectiveness, thereby fully commercializing their medical products. In particular, advancements and iterations in big data and machine learning have further promoted the deep integration of digital technologies with the healthcare industry. Digital technologies have unlocked immense possibilities for pharmaceutical marketing, making the digital transformation of pharmaceutical marketing an irreversible trend.

Meanwhile, as the national drug price negotiations and centralized procurement policies deepen, they have disrupted the pharmaceutical marketing landscape traditionally dominated by the in-hospital market, expanding it to an omnichannel market that includes out-of-hospital channels such as pharmacies, e-commerce platforms, and internet hospitals. With the advancement of the national tiered diagnosis and treatment policy, the county-level market has become a key component of pharmaceutical companies’ strategic layouts. To address the shortcomings of traditional digital promotion models—such as the disconnect between online reach and offline promotion, the inability to close the loop on marketing effectiveness, and the lack of personalized academic content—Qingyun Technology has leveraged its experience in providing multi-tiered academic services to primary care clinicians. Aiming to establish a true omnichannel digital marketing model, Qingyun Technology has pioneered demonstrative practices and accumulated extensive hands-on experience over many years.

Digital marketing is in full swing, but many pharmaceutical professionals have been swept onto this bandwagon before they had the chance to gain a deep understanding and hands-on experience with multichannel and omnichannel marketing. Against this backdrop, on the afternoon of June 15, 2022, byVCBeat, VB100Hosted by,Co-organized by Qingyun TechnologyofOmni-Channel Digital Marketing Innovation ForumTo be held online, this event will explore future trends in healthcare marketing in China, discuss how to break through with marketing strategies in grassroots markets amid intense competition, and build a platform for industrial exchange, cooperation, and integration.

Let’s unveil the forum highlights in advance, which will center on discussions of the following hot topics:

Current Trends in the Healthcare Market and Opportunities for Healthcare Marketing in China
The Business Value and Challenges of Digital Marketing
Omnichannel Marketing: Discussion and Outlook
Empowering Newly Launched Products with Virtual Representatives

—

论坛资源 2.png