Former Novartis China VP Bian Jianping Joins Naxions as Partner to Drive Business Expansion and Digital Innovation
Recently, VCBeat learned that Ms. Bian Jianping, former Vice President of Novartis China, has joined Naxions Co., Ltd. as a partner. Naxions Co., Ltd. has long been deeply engaged in the pharmaceutical industry, applying “data collection + analysis/management tools/business consulting + execution” to pharmaceutical companies, and is committed to providing artificial intelligence marketing platforms for pharmaceutical enterprises.
Bian Jianping stated that her primary responsibilities after joining the company wereCorporate Strategy, BDIn this area, leverage accumulated experience, insights, and networks in the pharmaceutical industry to expand the company’s business boundaries, making its overall strategy more systematic, comprehensive, and professional.
Meanwhile, Bian Jianping stated, “Naxions Co.,Ltd. has achieved the leap from 0 to 1. Leveraging my extensive experience in team building and large-scale team management, I will help the company grow rapidly from 1 to 10.”
In 1994, Bian Jianping joined Sanofi, rising from top sales representative to National Sales Director, and subsequently established the Commerce Department and Key Account Department. In 2011, she joined Novartis as Vice President and Head of Commerce. During this period, she developed systematic and forward-looking tendering and market access strategies and management processes for Novartis, enhanced the team’s professional capabilities, and transformed the company’s traditional business scope. She led her team in expanding Novartis’s business into the vast primary healthcare market, leveraging innovative approaches such as contractual sales, online education, and virtual representatives. Without additional investment, her team, comprising only 3% of the workforce, contributed 61% of Novartis’s growth, delivering impressive results that left a lasting mark on the industry.
Bian Jianping has observed that the emergence and development of new technologies have been remarkably rapid in recent years. “Everyone is talking about big data, artificial intelligence, algorithms, blockchain, and more. I am deeply curious about how these new technologies can be applied to business operations.” However, having spent her career in the traditional pharmaceutical industry, Bian has had limited opportunities to engage with these technological hotspots. “I have devoted considerable time to reflecting on my professional future: should I remain in the familiar realm of traditional pharmaceuticals, or pivot toward emerging sectors that align more closely with my interests and have greater potential to unlock my capabilities?”
In 2017, Bian Jianping began preparing Novartis’ “Broad Market” initiative targeting the grassroots market. Unlike major cities, the grassroots market covers a vast area with low per-unit sales volume; adopting traditional marketing models would lead to an imbalance between input and output.
Consequently, Bian Jianping began to explore new, low-cost, and high-efficiency marketing models. It was at this time that she learned about Naxions Co., Ltd.
After multiple exchanges with Ruan Wei, CEO of Naxions Co., Ltd., Bian Jianping was deeply impressed: “Mr. Ruan’s entrepreneurial journey is truly inspiring. Meanwhile, he possesses profound insights into the industry and has given deep thought to, and maintains a clear understanding of, Naxions’ business logic. Furthermore, Mr. Ruan exudes personal charisma; respecting talent and being candid are his two defining traits.”
CEO Ruan Wei evaluated Bian Jianping as follows: “As a seasoned veteran of the pharmaceutical industry, Mr./Ms. Bian can bring us deeper industry insights, a broader business perspective, and the capability to scale our operations from 1 to 10. Meanwhile, the addition of an industry leader like Mr./Ms. Bian indirectly demonstrates that Naxions’ business model aligns with industry needs and future trends.”
From clinician to pharmaceutical promotion, and then to digital marketing, Bian Jianping’s defining characteristic is her courage to change and proactive embrace of transformation. It was this very trait that led her to join Naxions Co., Ltd.
Currently, pharmaceutical companies worldwide are undergoing significant business transformations and evolution. An increasing number of these companies are beginning to explore digital marketing, leading to the emergence of numerous players in this sector. Bian Jianping has a certain understanding of enterprises providing digital marketing solutions for R&D-focused pharmaceutical companies both domestically and internationally. She believes that, by comparison, Naxions Co., Ltd. possesses several unique advantages.
Solutions:Naxions Co.,Ltd. specializes in providing digital marketing solutions for pharmaceutical companies. By integrating “data collection + analysis/management tools + business consulting + execution” and leveraging cutting-edge artificial intelligence technologies, the company delivers more precise online marketing products. It is committed to helping pharmaceutical enterprises transform traditional pharmaceutical marketing models and establish a more compliant and efficient digital marketing system.
Furthermore, Naxions Co.,Ltd. provides high-quality information resources and services to physicians at all levels, helping clinicians—particularly those in primary care settings—access professional information and utilize specialized tools more efficiently and conveniently, thereby enhancing diagnostic and treatment capabilities. Additionally, Naxions Co.,Ltd. offers channels for patient-physician interaction, facilitating chronic disease management for both parties.
Bian Jianping highly endorses the solution developed by Naxions Co., Ltd. “Naxions Co., Ltd. has built a digital marketing solution for pharmaceutical companies, supported by big data and artificial intelligence, forming a closed-loop data system., which is a significant advantage. I believe this model is efficient, cost-effective, and fully transparent and compliant throughout the entire process, representing the major direction for future development.”
Bian Jianping also stated, “Naxions Co.,Ltd. not only assists pharmaceutical companies with marketing but also empowers physicians to enhance their diagnostic and therapeutic capabilities, thereby better serving patients.”
Team:Naxions’ executive team hails from renowned companies both within and outside the industry, making it a true “cross-industry ensemble.”
CEO Ruan Wei previously served as a director at a Fortune 500 ICT company, possessing extensive experience in the informatization of pharmaceutical enterprises. He led sales and technical teams to achieve annual sales revenues exceeding RMB 100 million. Co-founder Wu Yi formerly worked at a publicly listed SaaS company, where he was responsible for national sales operations. CTO Xu Chenliang previously held positions at leading internet companies such as Ant Financial, Huami Technology, and Umeng, serving as a big data expert, head of data platforms, and big data architect. Dr. Yue Xin, Director of Data Algorithms, conducted research at Johns Hopkins Medicine, one of the world’s top medical institutions, and subsequently worked at IMS Health and Pfizer Pharmaceuticals. Chief Scientist Dr. Ding Xiaobo previously served as an Associate Researcher at the Institute of Applied Mathematics, Chinese Academy of Sciences, and completed his postdoctoral fellowship at the University of Washington. He has made significant contributions in the fields of machine learning, algorithms, and big data analytics, optimizing or developing multiple algorithmic models for medical applications.
“Vibrant, Courageous, and Innovative”“This is Bian Jianping’s assessment of the Naxions team. ‘Especially the company’s technical team. Solid technological expertise requires long-term, high-cost investment and accumulation. More than half of the company’s employees are technical personnel; they are highly competent and numerous, reflecting substantial corporate investment. It is a genuine technology- and product-driven company.’”
Market Promotion: Naxions Co., Ltd.’s solutions have garnered widespread user acclaim since their launch. The company currently serves seven of the top 10 global pharmaceutical companies, including multiple publicly listed firms in the pharmaceutical sector, with its products reaching clinicians across 30 provinces and municipalities in China.
Bian Jianping stated that Naxions Co., Ltd. will continue to expand its business boundaries by collaborating with pharmaceutical distributors and internet hospitals, thereby tapping into a broader market.
Currently, the digital marketing market for pharmaceutical companies in China is in its nascent stage. With the deepening of healthcare reforms, the implementation of policies such as the Two-Invoice System, the replacement of business tax with value-added tax (VAT), consistency evaluation, volume-based procurement, and penetrative inspections has compressed profit margins for pharmaceutical products, potentially shortened product life cycles, and raised stringent compliance red lines. These factors pose significant challenges to pharmaceutical enterprises, prompting an increasing number of them to prioritize digital marketing strategies.
“This means that high-efficiency, low-cost, and transparently compliant marketing methods will gradually become the mainstream. In the future, Naxions Co.,Ltd. will experience an explosive growth in business volume."stated Bian Jianping."