How Big Data Drives the Digital Marketing Transformation of Pharmaceutical Enterprises: Insights from the 5th Future Healthcare 100 Summit 2021
From April 16 to 18, 2021, the “5th Future Healthcare Top 100” Conference, hosted by VCBeat, co-hosted by the People’s Government of Wujiang District, Suzhou City, and the Guangdong Zhong Nanshan Medical Foundation, with Suzhou Wujiang Oriental State-owned Capital Investment and Operation Co., Ltd. as a supporting organizer, and Alibaba Health as the exclusive strategic partner, was grandly opened in Wujiang, Suzhou.
As a dedicated observer and chronicler of the innovative healthcare industry, VCBeat officially launched the Future Healthcare 100 Forum in 2015. Over the past six years, it has grown into a renowned summit in China’s innovative healthcare sector, fostering the integration of industry and capital.
This year’s conference brings together 279 distinguished guests and features 19 forums, focusing on future trends, industry prospects, global perspectives, and venture capital relationships. The forums include: Summit on Future Healthcare Trends, Summit on Future Healthcare Strategy, International Summit on Healthcare Innovation, Summit for Limited Partners and General Partners (LP-GP) of Future Healthcare Funds, Forum on Personalized Diagnosis and Treatment, Forum on Health Insurance Technology and Commercial Health Insurance, Forum on Innovative Practices in Primary Healthcare, Forum on Digital Therapeutics Innovation, Forum on Digital Marketing for Pharmaceutical Companies, Forum on the Development of High-Value Consumables, Forum on Innovative Development of Internet Hospitals, Forum on Translation of Scientific Achievements and Industrial Development, Forum on the Development of the Assisted Reproductive Industry, Forum on Data Intelligence and Payment Innovation, Forum on Innovative Development of Smart Hospitals, Forum on Health Management Innovation, Forum on Digital Drug R&D (ITBT), Forum on Early Cancer Screening, and Forum on Innovation in the Medical Aesthetics Industry.
Ma Xi, Head of Market Access Innovation at Roche
Ma Xi, Head of Market Access Innovation at Roche, stated in his speech that multinational pharmaceutical companies are transforming into comprehensive platforms that not only provide medications but also integrate services to deliver end-to-end solutions for patients. Their digital innovation relies heavily on a diverse innovation team with extensive experience and capabilities, characterized by agility, focus, and the ability to conduct trial-and-error within controlled parameters. Addressing the unmet needs of pharmaceutical companies requires a thorough understanding of the company’s strategy and all available resources.
Jiang Tianjiao, Dean of VCBeat Institute: Digital marketing in the pharmaceutical industry is one of the areas with the clearest business models within digital health.
Jiang Tianjiao, Dean of VCBeat
Jiang Tianjiao, Dean of VCBeat, stated that digital pharmaceutical marketing is one of the areas with the clearest business models within Digital Health, a particular asset to China’s Digital Health industry. At the conference, Dean Jiang released the “Innovation Report on the Pharmaceutical Digital Marketing Services Industry,” edited by VCBeat.
Gao Jianfei, Founder and CEO of Yibai Technology
Gao Jianfei, Founder and CEO of MedBai Technology, stated in his speech that digital marketing for oncology pharmaceutical companies in China is still in its early stages, with significant room for future growth. The digital transformation of marketing is not merely about adopting digital marketing tools; at its core, it involves a fundamental shift in business and operational models. This entails empowering traditional pharmaceutical manufacturers with internet capabilities, facilitating their evolution from internet-based enterprises to big data companies, and ultimately transforming them into intelligent big data companies powered by artificial intelligence (AI).
Dai Mingwei, Partner of Quanyuantang New Retail
At the conference, Dai Mingwei, a new retail partner of Quanyuantang, stated that in the new retail era, consumers choose brands where channels are visible and products are “easy to find.” Currently, 24-hour operation has become a key differentiator in order volume among top merchants on O2O platforms. Quanyuantang stores have strengthened consumer perception of their chain brand by promoting services such as “24-hour operation” and “30-minute medicine delivery,” helping customers remember their differentiated service offerings. The company achieves scalable profits for pharmaceutical retailers in the new era through four differentiation strategies: differentiated pricing, differentiated product assortments, differentiated package deals, and differentiated free-shipping policies.
Yan Guowei, Founder of Qingyun Technology
Mr. Yan Guowei, founder of Qingyun Technology, stated in his speech that digital transformation is an inevitable trend in the evolution of the pharmaceutical marketing market. The decision-making model for digital marketing by pharmaceutical companies is a closed-loop marketing product technology architecture centered on AI + big data, with the execution channel integrating fragmented market data into data-driven academic services. Qingyun Technology focuses on the field of virtual representatives, covering the life cycle of different products across multiple areas such as drugs, medical devices, and vaccines.
Lai Gangbin of Jingli Technology: Doctor-Patient Interaction, Data Traceability and Analytical Capabilities, and Compliance Assurance Are Key to the Success of Digital Service Platforms
Lai Gangbin, Founder of Jingli Technology
Lai Gangbin, founder of Jingli Technology, stated in his speech that effective doctor-patient interaction, robust data traceability and analytics capabilities, and solid compliance assurance are the three key elements for the success of digital service platforms. As a leading private-domain operations service provider in China, Jingli Technology offers multi-scenario, omnichannel digital patient management solutions, building a patient-centric digital service platform.
From left to right: Wu Binghong, Founder of Yibei.com; Ye Dan, President of Shiqiang Pharmaceutical; Ma Xi, Head of Access and Innovation at Roche; Li Yingli, President of Souyao.com; Dai Mingwei, New Retail Partner at Quanyuantang
At the 2021 5th Future Healthcare 100·Pharmaceutical Company Digital Marketing Forum held in Wujiang, Jiangsu, a high-profile roundtable discussion centered on the theme “Digital Marketing Upgrade Driven by Big Data” was successfully convened. Participants included moderator Wu Binghong, Founder of Yibei Network; Ye Dan, President of Shiqiang Pharmaceutical; Ma Xi, Head of Access Innovation at Roche; Li Yingli, President of Souyao.com; and Dai Mingwei, New Retail Partner at Quanyuantang. The roundtable featured exchanges and discussions on topics such as “Effective Data Collection and Authenticity Management,” “Tools and Systems for Internal Management,” “Big Data-Driven Marketing in the Pharmaceutical Industry,” and “Red Lines in Digital Marketing.”