According to a survey by the Pew Research Center in the United States, in 2005, 80% of US Internet users began searching for health information online. The development of the Internet has provided new channels for the transmission of medical information, and some professional websites and information platforms have emerged.

In terms of medical social platforms, classification according to user objects can be broadly divided into a health information platform for patients/healthy people and a community of doctors serving professional physicians. The arterial network has collated this and analyzed the Internet medical platform for medicine. The impact of digital marketing.

Internet medical platform: focusing on the doctor community and promoting online communication

Globally, the largest company in the medical community is Japan's M3, with a market capitalization of about $13 billion. The second largest company is the US WebMD, which was acquired by investment giant KKR in 2017 for about $2.8 billion. Companies with similar models include Sermo, Doximity, and Epocrates. In China, the main competitors are clove garden, medical library, apricot forest, and medical pulse.

WebMD is one of the most popular health websites in the United States for consumers and medical professionals. It provides a platform for patients and doctors to learn and exchange medical information online. In addition to bringing together clinical reports from doctors across the United States, the latest and most complete medical information is available. Library. In July 2017, WebMD was wholly-owned by Internet Brands, a private equity firm owned by KKR, with a transaction value of approximately $2.8 billion. According to statistics, more than 40% of doctors in the United States are loyal members of WebMD. The information provided can meet the needs of professional medical personnel and the general public on the online information, education, and community.

WebMD's main business is two, one is the WebMD main station for healthy people, providing medical news, health information, testing and nursing tools, etc., users can also choose a variety of databases for retrieval; the second is for clinicians and medical work The MedScape platform provides high-quality professional medical information such as literature, information, and academic updates. MedScape is the largest free Internet clinical literature and continuing medical education website on the Internet.

Sermo is the world's leading physician social network with nearly 800,000 validated and licensed doctors from more than 150 countries discussing real-world medicine, working together to resolve patient cases, answering health care surveys, and getting research from research Labor costs.

In May 2017, Sermo launched the world's only peer-to-peer prescription drug review system, Drug Ratings. Through this drug scoring tool, doctors can research, score, and share their treatment experiences with their peers in real time to make more informed decisions about their effectiveness, safety, tolerability, accessibility, and compliance. . As of March 2018, more than 40,000 doctors submitted evaluations with a score of 625,000, involving more than 2,100 drug brands. Drug Ratings has become the world's largest professional drug feedback database.

Doximity is currently the largest community of doctors in the United States. It has more than 1 million medical professionals, including more than 70% of American doctors and 45% of doctor assistants and nurse practitioners. Doximity added nearly 250,000 members in 2017 alone, with a growth rate of 32%. Doximity provides a secure platform for healthcare professionals to communicate, communicate and collaborate in the industry, helping professionals share professional experience, conduct high-level professional communication, case-study diagnosis, and find referral physicians, testing agencies, pharmacies and Other resources.

Doximity is only open to professionals in the healthcare field, including general practitioners and specialists, registered nurses, and physician assistants. This powerful closed social network is based on detailed physician information. Doximity has deep integration of 21 public databases, including the National Provider Identifier database and the US Federal Health Insurance database, as well as a range of healthcare centers such as medical schools, hospitals, medical imaging centers, and pharmacies. The institution's physician database. So Doximity has public information for almost all American physicians.

Epocrates is the world's first listed mobile healthcare company, specializing in providing information services to medical professionals, including clinical practice guidelines, convenient billing codes and drug information. Its flagship product is the drug and clinical treatment database, and the company's upcoming APPs include EpocratesRx for doctors (free), EpocratesEssentials ($159.99 per year), and Enterprise for business (free). The above application provides information on the diagnosis and treatment of drugs and diseases for the doctors. The drug information includes the efficacy of the drug, ID, supplier information, pharmacopoeia, drug approval, etc. The disease diagnosis and treatment information includes clinical guidelines and changes in prescription regulations.

When it went on sale in 2010, Epocrates users covered 40% of doctors across the United States. Epocrates' revenue in 2012 was approximately $120 million, and 75% came from pharmaceutical companies, mainly to provide accurate advertising and survey services. In January 2013, Epocrates was acquired by American health care technology provider Athenahealth for $293 million.

Clove Garden is China's leading provider of medical fields and a professional service provider in the digital field. Since its establishment 17 years ago, Clove Park has built a leading medical academic forum and a series of mobile products in China, and has established a full-line offline clinic. Through a professional and authoritative content sharing platform, rich and comprehensive data accumulation, and standardized high-quality medical services, Clove Garden connects hospitals, doctors, researchers, patients, biomedical companies and insurance with a total of 5.5 million professional users, including 200 Ten thousand doctor users.

At present, the clove garden provides services for doctors, pharmaceutical companies, hospitals and patients. Specifically, it provides doctors with communication platforms, literature search, medication information and other services; provides e-marketing and data mining services for pharmaceutical companies; E-commerce business of biological reagents and consumables; providing medical talent recruitment services for hospitals; providing medication guidance for patients.

The core product of the medical library, "medical library software", provides solutions for clinical medical informationization, helping doctors to quickly record medical records with mobile terminals. It sets navigation based on the sequence of clinical case collection, using intelligent terminals, using pictures, videos, recordings, Collecting multimedia case information by means of documents, etc., and then collating, counting, analyzing and summarizing the data on the PC side and the cloud side.

The main functions of the medical library software can be divided into four aspects, literature search - submitting applications for searching for documents, free help to search for documents, and helping medical researchers to write papers and design topics; excellent cases - bringing together outstanding departments Medical records, doctors can learn and comment on medical records; medical videos - provide medical education, medical courses, patient health education and other video content, help medical staff to improve themselves; Q&A challenges - set up a real problem bank for each subject, help doctors Nurses and medical students study independently.

Apricot Grove aims to provide medical workers with clinical information services based on smartphones and tablets. The company's main products "Medical Literature", "Medical Pocket" and "Medical Folder" are smart phone applications tailored for medical staff, providing doctors with personalized literature and reference materials, including pharmacopoeia, testing, and medicine. Calculation and medical records such as medical records. Currently with more than 200,000 users, the weekly activity is over 40%.

In November 2011, Xingshulin received hundreds of thousands of dollars of angel financing from Lanchi Ventures, and then obtained broadband fund CBC multi-million dollar A round of financing, and Shuanghu investment led investment, investment and investment of tens of millions US dollar B round of financing. At the beginning of 2016, Xinglin completed the C round of financing, led by Tiancheng Industrial, a wholly-owned subsidiary of the listed company Health Yuan Pharmaceutical Group Co., Ltd., and continued to invest in the capital. At present, the valuation of apricot forest has exceeded 200 million US dollars.

Medical Pulse is an academic website dedicated to clinicians and medical students. At present, the website has gathered more than 1 million users and accumulated a large amount of comprehensive medical information resources. The main functions and services of the Medical Pulse website include: medical information - real-time update of medical news and academic progress closely related to clinical and medical fields at home and abroad; clinical guidelines - one-stop retrieval of clinical guides, interpretation, translation at home and abroad; case reading Film - select clinical real cases, explain the diagnosis and treatment process; diagnosis and treatment knowledge base - follow the evidence-based concept, combined with the actual needs of domestic doctors, provide a disease-based knowledge base architecture, 6 knowledge axes, 30 fields, More than a hundred key points to help the disease diagnosis and treatment; doctor toolbox - medical dictionary, medication reference, medical calculation formula, test assistant and so on.

Digital Transformation: The Inevitable Trend of Pharmaceutical Marketing

The Internet is where many people look for health information, and social networks help healthy people and doctors communicate better. The emergence of mobile Internet and smart phones has transformed the digital healthcare industry, changing the way health people and professional physicians access and share information.

The pharmaceutical industry is also taking patients as the center, adopting a multi-pronged strategy and investing more social media and network resources. These strategies include developing applications for doctors and consumers, observing consumers' online behaviors, and the types of medicines that professional physicians are concerned about. Pharmaceutical companies have been investing in digital marketing strategies, including websites, e-marketing and social media. There are four main drivers behind this trend:

Traditional media has a low return on investment. In order to cut advertising spending, pharmaceutical companies have chosen to shift from traditional TV and print advertising marketing to lower-cost digital marketing.

More and more companies are allocating resources to mobile channels. According to the Cutting Edge Information report, about 69% of companies said they use mobile technology for marketing or medical affairs. For example, mobile applications for medical professionals such as doctors, patients, and pharmacists.

The report also shows that one in three people use social media to discuss medical issues, which is enough for pharmaceutical companies to have reason to participate. Pharmaceutical companies have found that by observing consumers' perceptions of drug brands, they can develop more effective marketing strategies. For example, AstraZeneca's real-time interactions on Twitter and Facebook provide a certain amount of drug feedback.

The digital marketing of pharmaceutical companies is also affected by regulators, which provide guidelines for companies to communicate in the digital arena. For example, 57% of respondents said that the US Food and Drug Administration's guidance for social media directly to consumers will have a significant impact on the company's strategy.

Medical social networking is becoming a necessity for pharmaceutical companies because it is more than just a tool for quickly sharing and promoting content, it is also an online marketing tool. By integrating content management, social media and big data analytics, marketers can save a lot of time and money, disrupt the pharmaceutical marketing model, and help pharmaceutical companies use the online platform to achieve precise marketing and rapid transformation to create more benefits.

For example, Pfizer partnered with Sermo in 2007 to become the first large-scale pharmaceutical company to enter the Internet social network. Using digital channels, pharmaceutical companies can find the best way to communicate with their doctors and provide information on drugs and diseases based on their needs. Pfizer believes that working with Sermo can effectively address the problem of insufficient information, which means that the source of medical information will no longer be limited to articles and clinical trial data in medical journals.

The market is full of benefits, who will become the next WebMD?

At present, the Internet medical platform is developing with good momentum and great market potential.

Taking the doctor community as an example, on the one hand, the existing doctor community has been continuously developed, and many professionals have been gathered on the platform, which has accumulated a large amount of resources and has certain brand influence. By establishing cooperation with pharmaceutical companies and forming a platform, the stability and sustainability of income will also increase. Moreover, the doctor community is very malleable, and doctors can expand more services, such as doctor-patient communication and offline clinics.

On the other hand, reducing the sales team's role in saving costs and improving performance is quite limited. Pharmaceutical companies still have to rely on sales to generate income. However, traditional promotion methods obviously need improvement. Many pharmaceutical companies are keenly aware that network promotion may be feasible. The way. With the continuous development of Internet medical care, the ways and channels of digital marketing have become more diverse, and the rise of the medical community has also provided more possibilities for digital marketing of medicine.

China is also constantly seeking to explore and innovate in this field. For example, in August this year, Tencent and WebMD jointly held a press conference in Beijing, announcing that the two sides reached China's exclusive strategic cooperation. Through the exclusive medical information and health science content exclusively authorized by WebMD, Tencent's first medical information product, "Penguin Medicine", will provide Chinese users with professional, easy-to-understand, easy-to-use and reliable medical science content.

Tencent will also cooperate with WebMD, famous doctors, authoritative industry associations, foundations and other institutions to build a smart medical information platform and launch a "medical enterprise star" program, which will be through various forms such as domestic and international exchanges, training, and competitions. Select 100 multi-disciplinary science star doctors to encourage the creation of excellent medical science content.

As early as September 2014, Tencent invested 70 million US dollars in the clove garden, and announced the formal layout of medical health. Through this investment, Clove Garden and Tencent's various platforms have launched a series of cooperation, including the exploration and docking of WeChat system. After obtaining investment, Clove Garden will continue to invest funds and resources to develop medical and health products for doctors, enterprises and the general public, and connect doctor resources with pharmaceutical companies to help establish more compliant and effective multi-channel academics between doctors and doctors. interactive platform.

With its deep digital medical resources and its advantages in medical interactive platforms, mobile healthcare and brand influence, Clove Garden is expected to become the next “WebMD”, providing more accurate and high-value digital marketing solutions for pharmaceutical companies and medical institutions. Program.

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