"First" Nordsin True company completed tens of millions of dollars of financing, pharmaceutical company data in Taiwan and grass-roots doctor assistant lead the new pharmaceutical marketing industry Author: Yang Xue.

Guide: The way to finance new pharmaceutical marketing enterprises serving pharmaceutical companies is smooth.
Artery Network (microsignal: vcbeat) learned that Nordson Link, a provider of digital marketing solutions for pharmaceutical companies, has completed a new round of financing of $20 million. This round of financing by Zhichun Capital, Latitude China and Chenxing Capital led the investment, the old shareholders Genesis Partners Capital, Volcanic Stone Capital and Angel Wheel investment institution Fengrui Capital continued to follow up. Since completing the financing in November last year, Nordson has completed a new round of financing in just a few months. Many times by the well-known domestic investment institutions recognized, reflecting the new marketing field of medicine heat, but also reflects the Nordson Co-pharmaceutical company data in Taiwan and the grass-roots doctor assistant two solutions leading.Nordson Ventures focuses on pharmaceutical companies to provide customized digital marketing solutions. Nordson's marketing product service system integrates medical data from various regions using advanced technologies such as NLP, big data analysis and convolutional neural networks to form a knowledge map of medical data centered on doctors, radiation drugs, diagnostics, materials, surgery, etc., to help medical enterprises achieve more efficient coverage, and to help primary doctors gain more efficient access to the same expertise as core doctors. Within the pharmaceutical companies, Nordson Co., to create a service to the overall marketing system for pharmaceutical companies data platform, driving pharmaceutical companies to a true digital marketing transformation.currently, Nordson's customers cover more than 20 Top-grade pharmaceutical companies such as Pfizer, Bayer, Takeda, Xi'an Jansen, Novo Nordisk, etc. In terms of service to doctors, Nordson Co., covering more than 20,000 medical institutions in all provinces and cities except Tibet, 120,000 primary doctors, in the service of customers widely praised, in 2019 to achieve a renewal rate of 100%, a single drug Upsell rate of 250%, to achieve the core business annual growth rate of 500%.The current round of financing will be used mainly to expand business, technology investment and product optimization, said Wei Wei, founder of .pharmaceutical marketing is ushering in a painful period of reform, Nordson True company can bring the industry what new solutions? How is the company redefining new marketing for medicine? Arterial Network interviewed Nordson Co-founder Wei Wei on the occasion of Nordson Co-financing.
the external environment squeezes the profit margin of pharmaceutical companies, the large amount of data inside the pharmaceutical companies has not been excavated . Since 2016, the pharmaceutical industry, which has always been characterized by high gross margin, high sales fees and high growth, has been experiencing variables, and a series of intensive policies, such as generic drug consistency evaluation, two-vote system, and the normalization of volume procurement policies, have brought sustained shocks to the pharmaceutical industry. It can be foreseen that as long as health insurance as a payer, reduce health insurance expenditure, improve the efficiency of treatment direction and determination unchanged, there will be more long-term policies and measures in the future combined to combat the pharmaceutical industry sales costs are too high.essentially, whether it's a volume of purchases or health-care control fees, new drugs or older drugs, the biggest challenge for pharmaceutical companies is that profits are falling across the drug market. After the decline in profits, the most affected is the drug marketing system. The existing profit space can not support the extensive sales model of the pharmaceutical industry in the past, pharmaceutical marketing needs to go towards compliance, refinement and efficiency.pharmaceutical marketing towards refinement and efficiency is not only due to policy-driven, the entire pharmaceutical industry, the pharmaceutical industry single-product competition is also intensified.the decline ofpharmaceutical representatives is the most direct manifestation of the blow to the pharmaceutical marketing system. In the long run, the decline of medical representation will be an irreversible trend. Drug generation is the core of the previous pharmaceutical marketing system, the reduction of the number of drug generation represents the impact of the original marketing system. The old order is disintegrating, the new system is gradually being established, and the digital marketing system is taking shape.the above-mentioned pharmaceutical marketing changes are driven mainly by external policies and external competitive pressures. In fact, in the multinational pharmaceutical companies, a large amount of data has not been rational use, which has become the digital transformation of pharmaceutical marketing internal driving force.the pharmaceutical industry relatively traditional, the pharmaceutical industry's data utilization is actually very low, multinational pharmaceutical companies, although holding the big data gold mine, but the actual thing can not dig out.the lower use of data in the pharmaceutical industry is first and foremost due to the characteristics of the pharmaceutical industry. The pharmaceutical industry is different from the financial and e-commerce industries, where all of its business can take place online, so the level of data utilization is high. But in the pharmaceutical industry, research and development, sales and other aspects of all the things happening online. Therefore, in the past, the global pharmaceutical industry for the data of the degree of attention is not high, coupled with multinational pharmaceutical companies decision-making chain is longer, few pharmaceutical companies really attach importance to internal data mining.As the Internet waves sweep across industries around the world, China and the United States are the first to realize the huge potential of data. Especially in China, under policy pressure, pharmaceutical companies must act and think about how to use data to improve efficiency, and there are many attempts at mining the potential of internal data in pharmaceutical companies."Domestic attempts to use pharmaceutical data are actually ahead of Europe and the United States, and many of the multinational pharmaceutical companies that work with Nordson Co., are bringing people from their headquarters to visit our solutions, " said mr. . "
pharmaceutical companies go to the left, sinking the grass-roots and full digital
in the decline in profits, policy high-pressure situation, pharmaceutical marketing sinking to the grass-roots level and pharmaceutical marketing digitalization has become the two new trends of new pharmaceutical marketing. To get through this industry reshuffle, pharmaceutical companies must follow suit and find new ways to survive structural changes.in the sinking grass-roots market route, before, due to high labor costs and low prescription swathes, the level of primary medical care is relatively backward, the primary patient price sensitivity is high, the grass-roots medical institutions are small in scale, wide distribution, distance, many multinational pharmaceutical enterprises in the past has been difficult to effectively cover the district-level primary medicine market.but in recent years, a number of national policies to benefit the grass-roots market, the grass-roots market has become a multinational pharmaceutical companies difficult to ignore a piece of cake.Wei mentioned in the interview a set of data, the total domestic total drug sales of about 2 trillion. At the grass-roots level (district sandcounty and below markets) a year of drug sales of about 500 billion to 600 billion yuan, the growth rate of about 9%. Core markets such as the North-Upper Guangshen Hospital grew by only about 4%. Thus, the district and the following grass-roots market accounted for a quarter to one-third of the market share of the entire drug sales market, the growth rate is twice that of the core market.and in the decentralized and complex primary drug market, traditional human solutions are expensive and inefficient. Multinational pharmaceutical companies need to invest more and more people and financial resources to educate the primary medical drug market. How to find efficient and accurate coverage of marketing is a challenge of the moment.re-examine the grass-roots drug market under the background of new marketing of medicine, grass-roots doctors in the real clinical scenario, because of the large differences between patients, the needs of doctors are relatively personalized, the problems that need to be solved are more diverse. How to really sink the grass-roots market and infiltrate the three-tier hospital play is not the same."The particularity of the grass-roots market is Chinese characteristics, and in the U.S. and Europe, there's not much difference between primary doctors and doctors in big cities, " said . Doctors from Dallas, USA, for example, and doctors in New York are not very different. But in China, the level of primary doctors and doctors in The North is very different. For primary-level physicians, they are not concerned about complex issues such as the pathogenesis of Alzheimer's, and they are more concerned with providing effective solutions to patients in limited drug and professional resources. " in addition to the rural surrounding urban route, pharmaceutical marketing digital solutions also encountered development bottlenecks and challenges. Pharmaceutical New Marketing 1.0 stage is mainly digital and information technology, this period was born such as Veeva enterprises. Veeva seized on the opportunity to move from a traditional architecture like the cloud to grow into a company with a market capitalization of more than $20 billion.. Veeva's marketing solutions are part of a "cost-saving" effort to reduce costs by optimizing cost structures and improving efficiency. But as the market is more competitive, the need to raise income is becoming more and more urgent. Based on this demand, the next generation of high-tech marketing products will surely move in two directions in the future, one based on a combination of complete data flow and artificial intelligence, such as Salesforce's Einstein ai platform, and the need for more services and links, not just sales reps.simply put, CRM's form-based solution is more of a single product, serving the pharmaceutical company's marketing department and pharmaceutical representatives. But for Chinese drug makers, one is that Chinese companies don't have the habit of paying for a single product. Second, it is also difficult to prove that a single point of product brings market value to drug sales.that is, for pharmaceutical companies to truly transform digitally drivepharmaceutical marketing, digital solutions need not only to serve sales representatives, but also to serve more departments in digital marketing products. In the new pharmaceutical marketing 2.0 stage, digital solutions need not only to stay in efficiency, process optimization, but also to upgrade to results optimization.Nordsin To improve the diagnosis and treatment of primary doctors as incision, accuratematch drug company servicesfacing the imbalance of China's medical services resources and the arrival of the aging era, how to let more people enjoy good medical resources and drug services is a huge problem, especially in the large population of primary health care links, Nordson hopes to help solve this problem from the technical and network perspective. In addition to improving the marketing efficiency of pharmaceutical companies, but also to bring the basic doctors the core hospital as advanced medical information services, for China's medical service capacity to contribute.and different doctors have personalized needs, how to meet the diverse needs of doctors through technology is a big difficulty. This requires digital marketing programs that can solve doctor problems through products and have a deep understanding of doctors' medications and preferences.in many years of attempts, Nordson Ventures gradually groped out a set of technology-driven grass-roots pharmaceutical marketing programs, low-cost ways to achieve high-quality grass-roots pharmaceutical marketing coverage.Wei believes that pharmaceutical companies and doctors actually need to establish a two-way dialogue mechanism based on more advanced technology and platform, on the one hand to achieve the precise match of value between the two sides, on the other hand, can quickly meet the diverse needs of grass-roots doctors, wherein technology and algorithms are the key to solve the problem, it can more efficiently help doctors to fully understand drugs, thereby improving clinical capabilities, better service to patients.Norsin's marketing product service system uses NLP, big data analysis and convolutional neural network and other advanced technology and algorithms to integrate medical data in various regions, to form a doctor-centered, radiation drugs, diagnostics, materials, surgery and other aspects of medical data knowledge map, to help medical enterprises to achieve more efficient coverage, between new drugs and core doctors to achieve more efficient transmission of professional information, to help grass-roots doctors more efficient access and core doctors the same expertise. With advanced technology such as knowledge map, the problem of poor information is solved more efficiently.at present, in product form vendors, doctors can also obtain comprehensive information about prescription drugs, including drugs, diseases, diagnosis, treatment, rational medication, etc., through the tools provided by Nordson Alliance, Nordson College (small program), to obtain comprehensive information about prescription drugs, including drugs, diseases, diagnosis, treatment, rational medication, etc., to meet their daily prescription needs.to build the pharmaceutical enterprise data in the platform, the overall marketing level of energy-based pharmaceutical companies in the solution for pharmaceutical companies within, Nordson Co., Theproduct Form is to support the pharmaceutical companies in a number of marketing departments of the data platform. Nordsin Helps Drug Companies deliver academic messages through big data, analytics of doctor behavior, physician interaction records, doctor prescription preferences, and more. The data source here, mainly by using the import program to obtain the data of the internal CRM heterogeneous system. data collection, Nordson stores structured data, calculates data in each dimension according to business needs, gets summary statistics that reflect business conditions, and uses machine learning modeling to predict future trends. Nordsin Ventures based on a large amount of data built within pharmaceutical companies, not only for pharmaceutical representatives, but also to support the marketing department, medical department and other business-related departments. The number of pharmaceutical representatives is large, and now many pharmaceutical companies are concerned about the empowerment of pharmaceutical representatives, but the use of technical means to give the market, medicine and other related business units will have greater synergy. Zhang Bo, a partner at Zhichun Capital, said China's ongoing health reform in recent years has brought huge variables and opportunities to the industry. We are constantly looking for innovative business models that are in line with the trend of new healthcare reforms and that can leverage new tools to significantly improve industry efficiency. It is believed that Nordson's model will play a vital role in the industry. Nordson's core team, made up of high-quality teams with a complex background in the Internet and pharmaceuticals, is a unique and outstanding team in this area, capable of iterating on the company's business model based on deep industry insights. Xiong Fei, a partner in China at , said the new drug marketing is the big trend of the future. Nordson company through advanced and rich information technology means, and grass-roots doctors to establish a high-stick relationship, the drug efficiently extended to the broad grass-roots market. It's a model that we're very bullish on. At the same time, the team has a rich medical and scientific background, rapid upgrade iteration, but also very optimistic about the team under the leadership of founder Wei Wei, become a new generation of drug marketing field leading company. "In recent years, we have clearly observed that the improvement of efficiency of the industry driven by data and technology, and even changes in the industry pattern have taken place in all walks of life, because of the complexity of the pharmaceutical industry, the communication and collaboration between pharmaceutical companies and doctors is still in a relatively traditional way, and in the context of national health reform this traditional form has been unable to sustain for a long time, data and intelligence is bound to be the future trend." Nordson's ability to accumulate and apply data and to commercialize gives us a strong confidence that the industry can be transformed by it, greatly improving access to medical products with more efficient and cost-effective means. As more and more new drugs continue to go on the market and diseases become more complex, doctors need not, says Zhou Wei, founding partner at genesis partners capital in
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