Aiming at the hundred billion level market, medical science and technology use the digital marketing mode to enter the medical field

China Pharmaceutical net enterprise news] medical hundred technology uses the Internet plus live broadcast technology to carry out medical online education and distance training, which can significantly reduce marketing costs and improve marketing efficiency for pharmaceutical companies, and provide digital marketing for pharmaceutical companies with less cost Combined with the marketing appeal of pharmaceutical companies, magnifying or replacing traditional meetings can greatly reduce costs and improve marketing efficiency (Gao Jianfei, founder and CEO of Yibai Technology) digital marketing is a marketing method in the field of marketing Although the concept has been put forward for 20 to 30 years, it is rarely combined with the pharmaceutical industry According to the public data, the total sales volume of Chinese medicine in 2015-2016 is 150 billion yuan, of which prescription drugs account for 80% of the total sales volume The application of prescription drugs is based on the judgment and experience of every clinician for disease, so the pharmaceutical industry is very suitable for implementing digital marketing In addition, the marketing expenses of national pharmaceutical enterprises exceed 300 billion yuan Under the influence of many factors such as high cost, poor effect and illegality of the current traditional marketing mode, foreign pharmaceutical enterprises have increased the proportion of expenses of eMarketing one after another, with an initial target of more than 30% This will drive the gradual imitation of domestic pharmaceutical enterprises, and form a rapidly developing 100 billion level eMarketing market within 3-5 years; After catching this market change, Yibai technology is committed to building an eMarketing platform for pharmaceutical enterprise digital marketing Gao Jianfei, founder and CEO of Yibai technology, told chuangyeong bang that after GSK bribery in Shanghai in 2013, since 2015, with the strong regulatory policies in the field of Medicine issued by the state health and Family Planning Commission and the State Food and drug administration, a series of unhealthy trends in the purchase and sale of Medicine, such as the pharmaceutical representative's undertaking the task of drug sales and paying kickbacks to doctors, have become increasingly unsustainable At the same time, when the profits of the pharmaceutical industry are generally declining, relying on the payment of medical conference fees to connect with the form of doctor resources has become a heavy cost burden for pharmaceutical enterprises Pharmaceutical companies have to re-establish this low-cost promotion and marketing model: digital marketing In the pharmaceutical industry, there are actually three major industry pain points: from the perspective of pharmaceutical enterprises, more than 40% of the marketing expenses of pharmaceutical enterprises are illegal, the investigation and treatment of doctors' kickbacks are more and more severe, the traditional marketing costs are high and the effect is poor; from the Perspective of doctors themselves, there is a lack of legal revenue channels to replace kickbacks; From the perspective of the Chinese Medical Association, it is more difficult to cultivate grassroots doctors, which can not meet the national hierarchical diagnosis and treatment and the construction of family doctor system Beijing Compaq Hansen Pharmaceutical Technology Consulting Co., Ltd., one of the investors of Yibai technology, has been focusing on the risk control and compliance business of foreign pharmaceutical enterprises since 2011, occupying more than 80% market share of channel audit of foreign pharmaceutical enterprises, and has a great advantage in the suppliers of foreign pharmaceutical enterprises The premise of doing digital marketing is to master the effective resources in this field Meditech has more than 1 million + doctor databases and a large number of medical associations, associations and medical experts resources that are fully matched with foreign pharmaceutical enterprises With these resources, what medical 100 technology needs to do is to use Internet plus live technology to carry out medical online education and distance training, reduce the marketing cost and enhance the marketing efficiency for pharmaceutical companies, provide digital marketing for pharmaceutical companies with less cost, and combine with the marketing appeal of pharmaceutical companies to enlarge or replace traditional meetings, greatly reducing costs and improving marketing efficiency For doctors, due to the particularity of the pharmaceutical industry, the user portrait of this kind of digital marketing is one-to-one The drug knowledge should be transmitted to every target doctor through live video, so as to achieve the purpose of digital marketing As doctors themselves, they can build their own live broadcast and online learning platforms, realize knowledge sharing and content charging, increase legal revenue channels, and enable more doctors and experts to earn money in accordance with laws and regulations Gao Jianfei told chuangyeong bang that this model has been verified in the northeast and Beijing markets In the Spring Festival last year, Yibai science and Technology launched a series of activities, such as "Yibai show" and "Yibai live king" Among them, the "Yibai show" lasted for 19 days, attracting 91 famous doctors from three provinces in the northeast to participate in it, launching 65 big show videos and 41 expert live lectures There are more than 20000 live viewers and more than 30000 single video hits in a single live broadcast; wechat fans grow by 600% and backstage users grow by 700% And this series of live broadcast is completely free This can not only enable pharmaceutical enterprises, associations, hospitals, doctors and other companies to bring more users to the platform during the free use process, but also drain and watch the live doctor data; At the same time, each doctor should establish his own doctor number and offline exclusive QR code, and use the big guy doctors and well-known experts to obtain circle doctors and loyal patient users, so as to gather more and more professional medical knowledge videos and play a greater value In the "top 100 doctors show" activity launched during the Spring Festival, 25000 doctors in the Northeast were obtained, accounting for 15% of the total number of doctors in the northeast In addition, extensive access to doctor data is also reflected in the provision of services to the Medical Association Gao Jianfei told chuangyeong bang that Yibai technology won two government procurement projects in this year, i.e video live broadcast of the Chinese Medical Association and remote training technical service for doctors, with a cooperation period of three years Medical Encyclopedia skills help Chinese Medical Association and Industry Association realize live broadcast and online effect amplification of medical conference, complete remote training of grassroots doctors, and serve the construction of national hierarchical diagnosis and treatment and family doctor system With regard to the profit model, Meditech mainly collects sponsorship fees, advertising fees, platform service fees and some commissions At present, Yibai technology has obtained two rounds of angel round financing, and is in the process of a round financing The funds are used to rapidly push the verified northeast model to the whole country, complete the layout of key cities, and hope to achieve 300 million revenue and obtain 1.5 million real doctors by April 2020.