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Affected by the new crown epidemic, the multi-channel digital marketing strategy of China's overall pharmaceutical industry has grown in exploration, and various companies have endless innovative ideas for the combination and promotion of online and offline channels, and have ushered in the transformation
of multi-channel digital marketing to varying degrees.
Today, the promotion model of multi-channel digital marketing is still in the growth stage, and there is no perfect reference system
.
As an irreversible element of change in the industry, companies can unite multiple departments from top to bottom to carry out multi-channel digital marketing strategy layout and change promotion according to their own conditions (Figure 1).
At present, the following consensus has been basically reached:
Under the objective environment, digital channels have penetrated into the pharmaceutical industry, which will not completely replace traditional channels, but can be used as an expansion and supplement
to traditional channels.
The push for multi-channel marketing has set quantifiable goals for emerging digital channels (e.
g.
, 100 online conferences/year), which can help motivate teams to experiment more for more data-based behavioral optimization
in the future.
At present, the top companies with large marketing campaigns have maintained a considerable proportion (more than 15%), and the proportion of local pharmaceutical companies among the top ten companies in overall marketing is not to be underestimated (Figure 2).
At present, the digital multi-channel investment of various companies in the pharmaceutical industry shows a trend of hundreds of schools contending, among which there is a certain order of magnitude difference in the absolute value of investment among the top companies in digital channel investment; The first and second companies are clearly ahead of the others, with three large local pharmaceutical companies on the list: Hengrui Pharmaceutical, Chia Tai Tianqing and Qilu Pharmaceutical (Figure 3).
From the perspective of treatment areas, the digital channel investment of chronic disease products is generally more active, and the more active treatment areas covered by digital activities are hypoglycemic field and antibacterial products; Affected by centralized procurement, foreign companies have optimized multi-channel coverage for different product categories and implemented strategies tailored to local conditions
.
In addition, he has experienced the promotion and application of digital channels in many fields, such as: oncology, blood pressure, thrombolysis, digestion and lipid reduction
.
In addition, there are some therapeutic areas that are gradually increasing investment in digital channels, such as psychiatry, cardiac therapy, as well as COPD and asthma
.
In the process of continuously promoting and building the multi-channel digital marketing system of various pharmaceutical and device companies, IQVIA made an in-depth analysis of the multi-channel investment TOP10 companies, which covers the effective investment ratio of these companies in traditional channels and digital channels, the performance of each channel in each quarter, and the KPI monitoring of the effectiveness of multiple evaluation channels, KPI indicators include but are not limited to: the net promoter value of doctors in each channel of enterprise layout, the promotion role of prescription willingness, the effectiveness of information transmission for diseases/products, etc
。
In addition, the report also collects some effective suggestions from industry experts and doctors for the future improvement of multi-channel digital marketing, such as the following examples (Figure 4), hoping to use data to show the results of pioneers in the field of digital marketing, and provide some reference and valuable experience
for companies willing to engage in digital marketing.
