Oct 15, 2020|
JD Health Holds China Medical Digital Marketing Conference in Shanghai
by Hui Zhang and Rachel Liu
JD Health held its inaugural 2020 China Medical Digital Marketing Conference in Shanghai on October 15th. Representatives from over 10 leading global medical enterprises and over 100 executives from medical supply chain companies joined the conference and discussed topics including new drug marketing, innovative marketing, payment methods, channel revolution and more.
Enlin Jin, general manager of medical products and head of strategic investment at JD Health shared the reason of holding the conference: “It’s high time for us to share more insights and medical marketing to better serve the industry the as medical industry and internet industry are getting closer every day.” He emphasized the importance of the whole industry participating in the conversation.
In the session on the topic of new drug marketing, Yue Chang from JD Health’s Medicine Department said providing patients with an online platform integrating doctors, drugs and insurance, and continuously accumulating data outside hospitals is a new solution to solve obstacles faced in marketing new drugs. However, new drug marketing is only the first step in pharmaceutical marketing. According to Jing Fan from JD Health’s Medicine Department, pharmaceutical companies should take advantage of their own strengths, the convenience of the internet, and putting patients at the center to provide one-stop services covering disease knowledge sharing, diagnosis, treatment, disease management and financial services, as well as value-added services for pharmaceutical companies.
At the same time, new payment methods also present challenges and opportunities for pharmaceutical companies. In addition to considering payments by patients themselves, we should also consider taking advantage of the internet and expanding from solving the payment problems of individual patients to solving the problems of the entire family, according to Bo Gan from the Medicine Department.
In terms of sales channel revolution, Xinyuan Zhou, general manager of JD Health’s Channel Innovation Department and also head of JD Pharmaceutical Procurement Platform, called on all participants in the industry to utilize technology to construct a smart pharmacy, providing clear benefits to both patients and pharmacies.
Digitalization drive medical marketing
China’s medical marketing industry is facing major changes. Traditional medical marketing is mainly done through medical representatives and offline medical conferences. In recent years, the government has launched a series of new regulations concerning “Internet + medical health” model to improve digitalized marketing in the medical industry.
According to the 2020 China Medical E-commerce Development White Paper released by Yiou Think Tank this May, the scale of China’s pharmaceutical circulation and pharmaceutical e-commerce market increased year by year from 2013 to 2018. The Chinese pharmaceutical e-commerce market reached RMB 97.8 billion yuan in 2018, an increase of 32.7% compared with the same period last year. The internet has become an essential new scenario for medicine promotions.
According to the 2020 Digital Medical Insights Report released by BCG and Tencent, the average growth rate of digital health users in the past three years has reached 30%. By the end of 2019, the number of digital health users in China accounted for 70% of the total number of mobile Internet users, reaching 620 million. Among them, more than 60% of consumers learned medicine-related information such as health care and disease diagnosis and treatment online. The increasing number of online users is an indication of the more extensive role of medical marketing, covering not just hospitals and doctors, but also individual patients. More doctors are also signing up to provide services for internet hospitals.