Zero Krypton Technology Li Liping: Looking at the digital leap of pharmaceutical marketing from the two-way link between doctors and patients

In recent years, China's new medical reform policies have frequently appeared.
With the implementation of policies such as separation of medicines, consistency evaluation, mass procurement, and DRGs, the traditional medicine marketing model has become more and more unsustainable, and the industry is eager to find new market increments
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The outbreak of the epidemic and the promotion of policies have accelerated the digitalization of medicine, and it has also prompted the industry to start to consider digital marketing of medicines with new vision and thinking

On May 18, at the 3rd Digital Medical Marketing Innovation Summit (DPIS·2021), Li Liping, co-founder and executive vice president of Zerokrypton Technology, delivered a presentation titled "Digital Transition of Pharmaceutical Marketing—Innovative Doctors and Patients Driven by Digital Intelligence "Management and Digital Marketing" speech
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She pointed out that to realize the digital transformation of pharmaceutical marketing, it is necessary to connect doctors, patients and pharmaceutical companies to build a new, patient-centric digital service network

1.
Rethinking pharmaceutical digital marketing

Traditional medicine marketing tends to focus on doctors, and seldom pays attention to the real end user-the patient
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In the context of the patient-centered medical era, it is necessary to take a global perspective and reshape the development model and value chain of the pharmaceutical industry through the innovation of the whole process and the integration of multiple technologies, from “serving doctors” to “serving doctors”.

To this end, Relying on the medical big data and artificial intelligence platform, ZeroKr has established a comprehensive business ecosystem covering clinical recruitment, real-world research, data insight, AI diagnosis and treatment integration, patient out-of-hospital service and management, and patient protection, forming a closed loop through data connection Services to meet the needs of both doctors and patients
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On this basis, a digital pharmaceutical marketing solution based on standard operating procedures and compliance guarantees can provide diversified services for pharmaceutical companies

2.
Looking at the digital transition of marketing from the practice of zero krypton

Based on the practical experience of digital innovation formed at the three levels of technology platform, business ecology and industry solutions, Li Liping said that to break through in pharmaceutical digital marketing, companies should make path/platform matching under the premise of clear need to solve problems, and have strategic thinking , Pre-set output for overall planning
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       At the same time, she also emphasized that “guaranteeing the compliance of the project platform is the bottom line, and only compliance can ensure a more stable and further journey
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       In 2019, led by an academician, it is planned to be included in the "Nuwa" project of the national gynecological tumor data integration platform of 30 TOP-level gynecological tumor centers, and the single-disease data queue (COE) will connect resources, systems and services
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The direction is pre-designed in advance, and the construction is started from the end.

       Based on the different purposes and needs of domestic/foreign-funded enterprises, more than 20 digital marketing projects have been carried out in the past two years, and their thinking and operations have become more mature
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       For example, the "Rare Disease Care Platform" jointly established by LingKr Technology and pharmaceutical companies has a total of 30+ centers participating, covering 65% of patients in a single rare disease field in China.
Through the establishment of an integrated platform for diagnosis and treatment, follow-up, community, and scientific research, services For the three prescriptions of doctors, patients and medicines, the data accumulated in the process can also help clinical scientific research
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       In addition, the "Patient Refined Management Project" initiated for a certain drug, through the introduction of data cores, upgrades management capabilities, integrates patient diagnosis and treatment information, and classifies patients according to the information, and accurately carries out patient education, follow-up, out-of-hospital treatment reminders, and professional drugs.
To solve the problems and adverse drug reactions in the treatment cycle, improve patient satisfaction and medication compliance, extend the DOT, and ensure the drug repurchase rate
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       Under the technical support and project operation management of Zero Krypton, multiple single disease data platforms have been established
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The construction of a single disease data queue (COE) is becoming an important path in digital marketing

       3.
The practice of COE empowers the digital transition of marketing

       Li Liping believes that when conventional businesses have limitations that are difficult to break through, or there is a “waste” of reusable resources, the value of building a COE lies in the cost-effectiveness of the project through solutions that are compatible with each other between systems
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       Through the establishment of COE, it can support the medical and market demands at different stages of the product; combine established medical plans and market plans to achieve resource complementarity; start with the end and build in stages; use data to label patient groups to achieve the precise placement of limited medical education resources; Using doctor-patient management and Internet hospitals to facilitate diagnosis and treatment, extend DOT.
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to achieve overall cost reduction and efficiency enhancement
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       On this basis, its value will be further extended, including accumulating multi-dimensional output of real-world data, supplementing traditional market surveys, supporting big data dimensional insight analysis; empowering experts' continuous clinical research demands through real-world data, and so on
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       As a platform that can realize the integration, governance, and value realization of internal and external data resources, COE can become one of the paths for pharmaceutical companies to break through in digital marketing innovation
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How to plan ahead, continue to strengthen implementation capabilities with relevant third-party data companies, ensure the quality of the platform, and implement COE to support the digital transition of marketing requires key consideration by companies