More Than 1000 Public Hospitals "On Line" Pharmaceutical Enterprises Increase Digital Investment To Seek Increment

The outbreak of new crown pneumonia has accelerated the reform of China's medical industry and reshaped a new form. Once again, under the dual mode of medical treatment and medical treatment, the mode of "medical consultation" and "doctor consultation" will be changed thoroughly, from the mode of medical consultation and medical consultation to the mode of "digital consultation".

On July 30, Ding Xiangyuan released the "2020 Chinese doctor insight report" (HI doctor). Based on the survey data of 10065 doctors, 62% of the online time of doctors is related to medicine, and the cumulative time of online medical behavior reaches 15.2 hours per week. More and more doctors participate in academic exchanges and conduct doctor-patient interaction online. There are also some people who have begun to do wechat business, and 37% of doctors said they might try it in the future.

The change of doctors' behavior is only one aspect. Li Tiantian, founder and chairman of Ding Xiangyuan, said at the DXY healthcare convention meeting on July 30 that the inconvenience of offline communication caused by the epidemic has catalyzed a series of online new normals, including online doctor education, patient management, clinical research and market activities.

Bai Ping, director of the board of directors of BCG, has confirmed that the whole healthcare industry has developed into a catalyst. In addition to the increasing trend of patients and doctors online, public hospitals have also launched online Internet hospitals to provide services. As of May, the number of "online" hospitals increased from 170 before the outbreak to more than 1000, and the number of provincial platforms also reached 10.

The digital medical industry as a whole has shown amazing response speed and action power. Enterprises such as Ping An Hao doctor, Tencent micro medicine, Ali health, Baidu and Jingdong health have launched new services or optimized the original services in a very short period of time, greatly boosting online traffic, including many newly registered elderly users. According to le Chengduo, a global senior managing partner of McKinsey, "biopharmaceutical companies have completed the task that was or will take years in just a few weeks: mobilize the whole organization, transfer a lot of resources to digital channels, start new projects, and tap the customer acquisition and interaction potential of digital channels."

The industry is about to break through. Patients, doctors, pharmaceutical companies and medical institutions need to look at and meet the new digital normal of the medical industry with a new perspective and new mode.

The number of online doctors has exceeded 500000

According to the data of Boston Consulting "digital development trend of medical and health industry", there are more than 500000 doctors registered on the online platform at present. 78% of doctors obtained medical information online during the epidemic period, and the frequency reached 8 times a week. On the patient side, during the epidemic period, the number of digital medical users reached 620 million, which is close to 70% of mobile Internet users. The public's attention to the topic of digital medicine has soared.

After the outbreak of new pneumonia, a large number of hospital resources were invested. According to the National Health Commission, in February this year, the number of patients in hospitals across the country (except Hubei) decreased by about 40%. The number of patients in tertiary hospitals decreased by more than 50%.

According to the "Hi doctor" report, only 5% of doctors did not participate in the work related to the epidemic, while the infection department, respiratory department and intensive care department had the highest participation. In the survey samples, 71% of infectious diseases doctors directly participated in the relevant reception, management and rescue work in the epidemic area or local area, which ranked first among the three departments with the highest participation.

For the departments not directly involved in the anti epidemic, the significant reduction of work intensity allows doctors to have more time to recharge learning, including participating in online courses and online meetings. "Learning" doctors spend 62% of their online time on medical related behaviors, 98% of them have watched courses online, and there is almost no difference in penetration rate among hospitals of all levels and doctors with various titles; among all online medical behaviors, "knowledge growth" has become the main driving force for doctors; meanwhile, 90% of doctors are most concerned about the platform operation friendliness.

At the same time, the sense of professional identity, working hours and even the needs of patients have changed in different departments. Some doctors still need to consider increasing their working methods to maintain the income level before the epidemic. 60% of doctors regard "increasing income" as one of the main driving factors of online doctor-patient interaction, and nearly 40% of doctors regard it as the primary driving factor.

It seems that "wechat business" which seems not very relevant to doctors has become one of the ways doctors may choose to generate income. According to the above survey data, only 5% of doctors have experience in "wechat business", but 37% of doctors said that they may try this method in the future. This demand is more common among primary doctors in secondary hospitals, junior titles and third and fourth tier cities. Doctors in otorhinolaryngology, dermatology, Urology, infection and pediatrics have the highest interest in trying "wechat".

Digital marketing "on stage"

Before the outbreak of new crown pneumonia, pharmaceutical companies still have some delay and "fluke" psychology for digital marketing. At present, online communication may become the new normal of pharmaceutical enterprises' sales mode.

Policies are also approaching: in recent years, China's medical reform and new policies have emerged frequently. With the gradual implementation of policies such as separation of medicine, consistency evaluation, bulk purchase and disease diagnosis related groups (DRGs), the outflow of prescriptions has been further accelerated, and the profits of traditional medicine channels have been squeezed. On the other hand, in recent years, various regions have implemented the registration and filing system of pharmaceutical agents, which makes it clear that pharmaceutical representatives can not undertake the task of drug sales. The era of traditional pharmaceutical enterprises relying on pharmaceutical representatives to drive sales has passed, and pharmaceutical enterprises urgently need to find new market increment.

According to the data presented by Chen Baiping, during the epidemic period, the investment of major pharmaceutical enterprises in digital construction has been significantly increased. The proportion of pharmaceutical enterprises with digital related costs accounting for more than 10% of the total product input costs will be 23% in 2019, and the number will rise to 40% rapidly in March 2020, and it is expected that the number will be maintained at 38% after the end of the epidemic.

During the epidemic period, the coverage rate of "visit" digital channels increased by 15%, and online conference / live broadcast increased by 40%; the online importance is expected to keep pace with offline after the epidemic.

Large pharmaceutical companies are now more or less digital initiatives. Due to the increasing popularity of online activities during the outbreak, some enterprises have invested up to half of their sales budget in this field. Some people in the industry pointed out that this is "two months to do things for two years". The acceleration of digital trend is also affecting the long-term planning of enterprises. McKinsey reports that more than 70% of the companies surveyed are considering combining traditional sales models with digital solutions after the outbreak. In the face of fierce competition, market entry mode will become the key to achieve differentiated competition for pharmaceutical companies. The key challenge is to find a way to integrate offline and online activities.

"But at a time when all kinds of new digital forms emerge, we need to better understand the medical service journey of patients, so as to provide more targeted digital applications." Chen Baiping said, "the current digital application in the medical industry is still facing challenges in terms of effectiveness, sustainability and accuracy."

In terms of customer interaction, the digital transformation of pharmaceutical enterprises still needs to guide the classification of doctors and patients' labels, individual customization of content and channels, and precise marketing according to big data, so as to maximize the return on investment. From the sales side, it is necessary to provide personalized and evidence-based disease management services for different patients based on their cases and health status, and open up online and offline.