DXY Collaborates with Johnson & Johnson Allergy Portfolio and Guoda Pharmacy to Deliver Immersive Health Solutions Benefiting Millions

A preliminary screening of allergy sufferers revealed that 8 out of every 10 users had experienced allergic symptoms, with user-reported symptoms predominantly including pruritus, nasal congestion, and rhinorrhea.

Taking allergic rhinitis, the most common disease of this category in our daily lives, as an example, it is clinically referred to as allergic rhinitis (AR). AR is a non-infectious inflammatory disease of the nasal mucosa that occurs when atopic individuals are exposed to allergens, primarily involving the release of IgE-mediated mediators (such as histamine) and the participation of various immune-active cells and cytokines.

Patients’ suffering is not confined to the nasal cavity. This condition is often accompanied by significant comorbidities, including asthma, conjunctivitis, chronic rhinosinusitis, adenoid hypertrophy, and secretory otitis media. Literature indicates that patients with moderate-to-severe allergic rhinitis frequently experience other allergic symptoms, such as pruritus of the skin and eyes, or a localized burning sensation.

At the current level of medical science, no highly effective cure has been identified for allergic rhinitis. Conventional treatment modalities, including pharmacotherapy, immunotherapy, and surgical intervention, fail to achieve a radical cure, making it one of the most challenging problems in the medical field.

Faced with such a thorny treatment dilemma, DXY, a professional internet healthcare platform connecting both doctors and patients, joined hands with Guoda Pharmacy and the Johnson & Johnson Allergy Family to deliver a comprehensive solution—providing health solutions for millions of people, resonating emotionally with hundreds of thousands of patients, and enabling tens of thousands of patients to enjoy one-stop health services.

How do they join forces to create “immersive” health solutions? Perhaps we need to start with DXY’s B2D2C strategy.

Everything traces back to July 2020. At the 7th DHC (DXY Healthcare Convention) Summit, Chu Yang, Vice President of DXY, unveiled a new strategy for DXY’s enterprise business, emphasizing that DXY would closely align with its core competencies and leverage its extensive accumulation of resources ranging from physicians to the general public. Through its B (pharmaceutical companies)–D (physicians)–C (patients/general public) strategy, DXY aims to provide comprehensive solutions to support pharmaceutical companies in their digital marketing transformation.

Providing digital marketing solutions for pharmaceutical companies is not merely about digitizing existing marketing strategies. An ideal digital marketing platform for the pharmaceutical industry must reach a substantial number of patients and physicians while connecting numerous pharmaceutical enterprises. Key priorities include: delivering high-quality academic and skills training to professional physicians to influence the broader medical community; providing accessible, easy-to-understand science popularization content to educate patients; and enabling pharmaceutical companies to conduct academic promotion while simultaneously raising patient awareness.

Starting with the “DXY Forum,” DXY has steadily accumulated a robust base of professional physicians and established partnerships with public and private hospitals as well as leading enterprises in the pharmaceutical and biotechnology sectors through DXY Talent. The launch of “DXY Doctor” further helped DXY aggregate a large volume of general users. After 20 years of accumulation, DXY’s entire platform now boasts 5.5 million professional users and 80 million general users, providing a solid foundation for its digital pharmaceutical marketing initiatives.

Since the launch of its strategy, DXY has collaborated with numerous B2B enterprises to explore digital marketing transformation in the pharmaceutical industry. How did DXY, in partnership with Guoda Pharmacy and Johnson & Johnson’s Allergy Family, implement targeted initiatives for the allergic population?

Dingxiangyuan and Johnson & Johnson’s Allergy Family have a long-standing history of collaboration. This partnership has now been further deepened, with the three parties joining forces to comprehensively empower the public in the broad field of allergy management.

On the physician-facing side, DXY has achieved content dissemination by integrating multiple formats. It encompasses academic platforms such as live online courses and case competition contests, fully showcasing a diverse range of expert perspectives in academic content.

Empowerment for physicians is not limited to those within the DXY ecosystem. Through multi-channel dissemination, pharmaceutical companies’ academic promotional content has reached offline and external physician groups, achieving maximum coverage of the medical community.

In this process, DXY has not only deepened physicians’ understanding of allergic diseases and fostered proper clinical medication practices, but also further identified high-value physician users, inviting them to participate in collaborative care for allergy patients. By engaging physicians through academic promotion and interaction, DXY enables them to produce high-quality content that serves both patient education on the consumer side and subsequent corporate brand promotion. Ultimately, by strengthening the bond between clinical experts and patients, DXY can provide tangible benefits to patients.

As the ultimate recipients of medications, patient education has long been a significant challenge for major pharmaceutical companies. However, constrained by the strict rule prohibiting direct contact with patients, these companies have struggled to implement effective patient education initiatives.

Meanwhile, patients suffering from diseases often struggle with the lack of accessible and clear channels for obtaining professional medical knowledge, or find such information too obscure and difficult to understand. DXY has keenly identified this market pain point by bringing together leading medical experts from various specialties across China, along with a large number of marketing elites from frontline pharmaceutical companies. By thoroughly evaluating patient reach dimensions and their demands for disease-related knowledge, DXY has developed numerous classic case studies.

Physician-led disease education represents the optimal solution for patient health literacy initiatives today. To address the vast population of patients with allergic conditions, DXY has maximized its reach among both diagnosed and at-risk individuals by delivering customized content on allergic diseases, thereby fostering public resonance and raising awareness about these conditions. Throughout this process, DXY has enhanced the credibility of its educational efforts through various initiatives, including informative popular science articles, an engaging Allergy Knowledge Hub, and interactive self-screening mini-games that combine education with entertainment. This approach has not only facilitated secondary education in offline pharmacies but also established a robust online platform for disseminating knowledge and shaping public understanding of allergic diseases.

During project execution, DXY not only serves as a collaborative partner but also leverages its expertise in big data analytics, precise user profiling, and the cloud-based brand effect to deliver digital marketing solutions that fully empower enterprises.

Click the image to read popular science content

Within DXY’s B2D2C strategic model, value is delivered through the Awareness–Interest–Engagement pathway, creating benefits for pharmaceutical companies, physicians, and patients alike.

Through the AIE model, DXY is accumulating a base of physicians and users.

For example, DXY’s academic promotion targeting physicians ultimately identified high-value doctors to participate in online patient services and education. On World Allergy Day, DXY invited field experts to collaborate with the “Ask the Doctor” live-streaming program to deliver a live session on allergy disease popularization, which attracted over 30,000 online viewers, while also providing patients with a dedicated consultation service for allergy-related conditions.

For another example, on the consumer front, DXY has leveraged an online-to-offline, multi-channel, and multi-scenario approach to deliver allergy education, broadly reaching over one million health-conscious individuals and raising awareness and attention toward allergic conditions. By providing in-depth education and resonating with hundreds of thousands of users, DXY has expanded the reach of its allergy science popularization efforts, ultimately guiding more than 10,000 potential allergy patients into the “Allergy Knowledge Hub” content platform, where they can access long-term services including educational resources, consultations, and medication purchases.

Dingxiangyuan helps pharmaceutical companies achieve brand penetration among both physicians and patients, strengthen medication awareness among healthcare professionals and the general public, and cultivate habitual use of branded products.

Notably, this collaboration between DXY and United Drugstores establishes an online purchasing channel, delivering a one-stop solution for patients.

By leveraging the AIE model to simultaneously boost brand visibility among physicians, the general public, and retail channels, DXY has also helped target audiences access solutions, thereby establishing an integrated service ecosystem encompassing education, interaction, diagnosis, and treatment. This collaboration has ultimately deepened public awareness of allergies, amplified brand influence, and shaped patients’ medication choices.

Driven by national healthcare reform policies, China’s pharmaceutical market is undergoing unprecedented changes, compelling companies to refine their value chains and devise innovative promotion models. If pharmaceutical enterprises continue to adhere rigidly to traditional promotional approaches, they will inevitably struggle to keep pace with the times.

Identifying a suitable digital marketing partner to drive multidimensional improvements across content, format, user engagement, and channels, thereby delivering comprehensive solutions for core patients, is a sound strategy.

As a leading representative of diversified medical services, DXY will continue to dedicate itself to providing comprehensive digital marketing solutions for pharmaceutical enterprises on the B2B side.