Value-driven times How to create academic marketing that doctors are interested in?

TextsSince Shelley and Eve's health care reform, the extensive marketing model of pharmaceutical marketing has not worked, both from a policy point of view or from an industry point of viewPast academic marketing campaigns are often grand and seemingly successful, but as a recipient of academic marketing - will doctors pay for it? Many pharmaceutical market/medical event organizers have a deep understanding of this, doctors attend too many academic conferences each year, after half a year basically forget about, academic activities lost the value of their applicationsIt is not easy to ask the medical person to move from simplicity to a truly compliant, refined, efficient marketing model, what should the academic marketing that really interests and impresses doctors? Work to do something good must be the first to benefit, with data insight into the real academic needs of doctors, for different levels of doctors to carry out accurate academic content delivery, the use of more to meet the doctor user experience of the digital academic value transfer tools, pharmaceutical medicine / marketing personnel to do these preparations, can really do more with lessResearch data show that the doctor population believes that the most important need is academic needs, followed by the need for doctor-patient interaction and peer learning exchange, followed by the need for influence to shape promotion and increase reasonable incomeAcademic and scientific research is the basic skill of clinicians, while academic achievements are the criteria to distinguish the quality of hospitals, but also the key indicators to assess the level of doctors, so the needs of doctors in academic particularly strongIncluding medical professional knowledge information, medical literature, medical data, medical professional tools, medical continuing education, communication and communication in the industry and other aspects of long-term strong demandIn today's information explosion era, a doctor's annual academic activities may be dozens, or even hundreds of, academic information is like a lot of fancyTherefore, what doctors need is to get more medical information needed within the time unit, and there is a high demand for the processing and integration of informationAt the same time, with the rapid development of the mobile Internet, the behavior pattern of doctors has changed, the doctor's access to information has changed dramaticallyDoctors are seeking medical information on Internet channels for longer and longerWhat doctors need is more accessible, highly visible, and faster-to-access access to informationAccording to the Lilac Garden study, the average amount of time per doctor spends online in 2019 continued to increase by 10 per cent to 32.2 hours per week, and the amount of time spent on medical-related professional activities increased by nearly 5 per cent to 17 hours per weekGenerally speaking, the academic conference spent in the doctor's meeting mainly comes from: 1, the academic associations of the industry authoritative academic exchange annual meeting, the doctor mainly in order to master the clinical skills in the field of the profession, timely track the progress of clinical diagnosis, treatment and methods in the field of the profession, but also to understand the field of basic research and the value of transformation and the development trend of the surrounding areas; Participants are generally walking through the field, the basis of choice should be "interests first", academic needs and academic interests in the secondWhy the current enterprise-sponsored "academic conference" is difficult to meet the academic needs of doctors, the main reason is: the product strategy is not targetedNot academic enough, just repeatedly talk about how good their own products, the real clinical treatment and always wandering outside the doorThe form and content of academic meetings are old-fashioned Many academic conferences are much the same, each country is carried out in the same form, the content is mainly to introduce product advantages Doctors have participated in so many similar academic conferences, repeatedly repeated lying about the product, the doctor is still interested? The efficiency of repeated publicity is worth thinking about The importance of academic services is low For some pharmaceutical companies, academic services have not been the focus, because academic services do not seem to bring benefits directly, but for customers to strengthen relationships and satisfaction of a marketing, and in the past it seems that other means of relationships than academic more efficient, so the lack of attention to academic services, naturally from the degree of specialization to meet the academic needs of doctors So what are the main areas of academic demand that doctors expect pharmaceutical companies to meet? What doctors really need is a return to the essence of the communication between medicines, to the basic duty of "spreading product information" and to "doctors' thirst for knowledge" Therefore, in order to change the inherent impression of doctors on the academic marketing activities initiated by enterprises, enterprises need to innovate the channels of medical access to information Documentary knowledge: knowledge monitoring around product effectiveness/safety evidence; sorting and structured knowledge; forming systematic management, periodic reporting; clinical cases: typical effectiveness and safety treatment of the treatment case set; public data mining: e.g National Cancer Institute SEER case database, FAERS safety data analysis, drug use advantage analysis, data mining to produce clinical evidence, etc.; Data accumulation and sharing of clinical work: In the academic activities of big data, doctors are deeply interested in the study of case analysis, followed by live coverage of academic conferences, followed by expert interviews and remote surgery consultations Therefore, it is necessary to build a circle of academic exchanges, the majority of the people in the circle of academic status, age, academic needs, academic interests are more consistent Some academic circles even set the platform name, the principle of circle activities, the entry standards of circles and so on In this unified tone, people in the circle tend to be able to discuss more deeply, but also will trigger more resonance Titles vary, different needs: the chief physician re-influence, junior physician re-learning tools According to the relevant data, the improvement needs of the chief physician in the remote consultation system are more prominent than that of other job titles, with TGI (Target Group Index) at 144.6%, while the improvement demand for junior title physicians (division/assistant titles) in pharmacopeia is higher than that of his or her titles, with TGI being 123.2% At the same time, both the chief physician and the junior title physician have a high demand for improvement in the medical literature library According to the survey data, doctors download more than 14 professional medical literature per month on average, with young doctors demanding the highest demand for professional medical literature and high-level cities and high-level hospitals requiring more documentation For enterprises, when the academic promotion of the executive and doctors in the process of academic marketing, for the product-related disease areas need to master professional knowledge of the disease, from the pathogenesis of the disease, diagnosis, treatment, prognosis comprehensive professional can communicate with doctors in-depth: in the field of related drug treatment even need to master more than doctors, not only to deeply grasp the pharmacological mechanism of this product, pharmacodynamics, efficacy, safety, can clearly show the core advantages of the drug, the main clinical research, meta-analysis, and the treatment of the drug Being able to master the characteristics, advantages and shortcomings of various drugs, but also the need for the current guidelines for the treatment of diseases, the latest cutting-edge research progress to help doctors improve awareness, for patients to choose better and more reasonable medication sourcing doctors as a "drug dictionary" and "drug assistant." To achieve the above professional academic promotion, it is necessary to gradually improve the professionalism and precision of academic marketing, for many pharmaceutical companies, is not a simple matter Professional prescription drug academic promotion, to have a professional promotion team, and now has academic promotion value of the product but will not promote a large number of enterprises, for them, the establishment of their own academic promotion team is "far water can not solve the near thirst." Academic promotion tools can be regarded as "product specifications" that play an effective role in publicity The core advantages of the product, that is, the so-called key information, not only cover the drug's efficacy, safety and other aspects of the advantages, but also put some of the most favorable representative research data, evidence-based medical evidence as the basis to support product advantages; The AIMed Intelligent Medical Content Center, built by Firestone, uses structured management of comprehensive medical information content, is a new medical content management with the characteristics of "customized", "full information", "efficient lysage" and "quick retrieval", with a structured medical evidence base, a systematic medical terminology system and a visual data analysis tool It can realize the efficient reading of medical literature, the presentation of medical content chart, and the multi-scenario utilization and visual display of content through small program docking It is imperative for pharmaceutical enterprises to take the road of professional ization and promotion by abandoning the traditional way To meet the academic needs of doctors, do their own academic promotion to win the future.