2023年，医药行业数字化营销已经成为越来越重要的一种推广方式。通过数字化营销，医药企业可以实现更加个性化的营销策略，更好地满足客户需求，减少传统营销的成本。
从行业的成功经验总结前进的方向。近日，由赛柏蓝、中睿医药商学院、医百科技联合主办“2022药械企业医药数字化营销转型优秀案例及风云人物评选”，有近30个不同类型的数字化营销案例进行了现场路演，综合各位优秀选手和专家评委的点评，我们可以总结出2022年一线实战经验，展望2023年最新的10个医药数字化营销趋势。
趋势一：内容为王
在数字化营销时代，优质内容不仅能提高品牌影响力和销售转化，还能塑造企业形象和社会责任感。拥有高质量、多元化的内容营销策略，将是医药企业在数字化营销中获得成功的关键。如何打造优质的内容？一方面，可以深入挖掘医药领域的知识和技术，以高质量的文章、视频、音频等形式进行输出；另一方面，可以通过互动营销，让医学专家参与到内容的创作和分享中来，增强用户对内容的认可感和归属感。2023年的内容营销，企业在提供全面、精准、易懂的医药基础信息内容之外，还要更注重用户体验，满足受众的需求，提高用户体验，进而提高销售转化。
趋势二：更重视用户体验
相比传统的学术期刊、学术文章传播，视频可以通过视觉和听觉形式，生动地展现品牌和产品，吸引潜在客户和消费者，例如，制作医学科普视频、医生培训视频等，并在社交媒体平台上进行推广，增强品牌曝光度和影响力。2023年，视频营销将会越来越普及，在这个过程中，企业更加重视如何通过技术升级实现嘉宾沉浸式参会体验，因此虚拟直播、多场景、更便捷的音视频平台逐渐成为打造精品栏目的必备，比如使用100.Mix云导播等虚拟产品。除此，更加清晰直观有趣的有声条漫作品，也受到越来越多的企业青睐。优质内容更好的复用，快速帮助药企搭建高粘度营销体系，为企业开展数字化营销沉淀更多内容和用户资产。
趋势三：知乎等社交媒体营销趋势更热
一直以来，因广告法规对医药等特殊品类传播有着更为严苛的要求，导致医疗健康品牌，尤其是处方药在营销上的发挥空间十分有限。但是随着国内知乎、小红书、抖音等社交媒体的发展，我们可以看到有更多的品牌在熟练借用社交媒体的流量优势，搭建医药企业与患者、医生、药师等目标受众进行有效沟通的重要平台。比如某药企，通过制作眼科科普综艺视频，依靠权威眼科专家辟谣困扰公众眼健康的知识误区，深度科普权威有趣的眼科知识，打造全网媒体矩阵，包括微博、小红书、抖音、bilibili等媒体平台，实现持续闭环管理，最终获得180M+的曝光量，获取粉丝数超过30K。2023年，将有更多企业在渠道和内容侧共同发力，完成用户认知路径的搭建。
趋势四：通过网红医生IP打造推广产品
2022年，某内资企业通过网红医生IP打造，生产权威性、趣味性相结合的患教科普作品，通过内容逐步带出产品在实际应用中的效果和使用场景，让患者极有代入感。因此，2023年运营网红医生IP依然是医药数字化营销中非常重要的一环。网红医生拥有着庞大的粉丝群体，能够为医药企业传递产品信息、宣传医疗科普知识、提升品牌影响力。但是，随着新媒体平台对医疗内容的监管越来越严格，企业与网红医生的合作应该更加注意合规细节，找到专业的网红医生打造团队，才能更好符合平台审核要求，制作患者真正需要的科学有效的健康科普内容，长期有效提高产品的可信度和认知度。
趋势五：更重视对医生的精细化运营
近来药企越来越注重医生用户的精细化运营，通过对用户分层触达来提高营销效果。在2023年，这种趋势将会更加明显。为了实现这一目标，药企可以通过数字化营销SaaS平台的标签功能，将医生用户分为不同层级，对用户的产品偏好、行为偏好和内容偏好进行标签设置和分析，以便更好地进一步挖掘医生用户的需求和行为数据，提供定制化的产品和服务，实现精准营销。通过与医生用户的深度互动和合作，药企将建立更加稳固的用户关系，实现营销目标的可持续增长。
趋势六：拓展更多互动病例等创意营销场景
互动营销是医药数字化营销中非常重要的一环，通过调研、问卷、病例征集等互动活动等形式，让医患参与到品牌营销中，提高品牌互动性和用户黏性，进而提升转化率。未来，随着人工智能、大数据等技术的不断发展，互动营销将越来越精细化，更好地满足消费者个性化需求，提高品牌的用户体验和口碑。比如，可以结合智能病例OCR识别技术，为医生提供更加智能化的互动体验，将传统纸质病例一键识别、上传、处理，提高工作效率。同时，营销活动的互动性也将更加强调社交化，通过社交媒体等渠道进行更加广泛、深入的用户互动和话题讨论，进一步提高品牌曝光度和影响力，比如可以举办线上病例辩论赛等多种具备趣味性的营销场景。
趋势七：数字化赋能代表，降本增效
2023年通过数字化的方式赋能代表成为热门数字营销趋势，包括了培训、信息共享、沟通等多个方面，可以提高代表的专业知识和销售技巧，增强客户信任感和品牌忠诚度。医药企业可以通过100.CRM+智能代表工作台产品，为代表提供定期更新的培训课程，让代表随时随地掌握最新的医药知识和产品信息；还可以使用智能代表工作台，通过数字化的沟通方式，如智能拜访、线上邀约参会等，提高代表与客户的沟通效率和质量，让客户感受到更个性化的服务和关怀。
趋势八：打造以药企为中心的互联网医院
回顾2022年，互联网医院模式真正帮助了药企在药品销售、药品推广和诊疗数据采集等各个营销环节实现营销创新。2023年，随着VBP政策的改革，企业将更关注整体私域闭环的打造，更聚焦营销转化。因此，2023年医药企业搭建以药企为中心的互联网医院成为创新方向之一。比如100.eHospital互联网医院等互联网产品，可以为医药企业提供精细化运营的机会，构建营销闭环，平衡多方利益，通过大数据分析和智能算法优化营销策略，进一步提升市场竞争力。
趋势九：更重视私域平台搭建能力
2023年，药企客户资源抢夺进入白热化阶段，各家药企纷纷将注意力转向客户私域流量运营体系搭建。要想在激烈的竞争中获得领先优势，企业不仅需要拥有一定的技术和运营能力，包括用户数据管理、内容创意、营销策略和风控体系等，还需要注意私域平台与公域平台的协同作用，实现数据闭环和提升数字化营销效果。在《HCP网络会议洞察报告中》中表示，疫情后医生线上参会学习热情旺盛，构建医生私域网络会议平台进入战略机遇期，先发企业优势明显，未来网络会议平台马太效应愈加明显。因此，具备私域平台搭建能力的药企将更有竞争力，能更好地与用户互动，提升品牌影响力和市场份额。
趋势十：更关注医患数据安全
我们可以看到医药企业需要收集大量的病例、医疗记录和处方等数据，充分保障医患数据安全，是企业开展数字化营销的必备条件之一。2021年《个人信息保护法》正式通过，更加强调数据安全的重要性，医药企业需要严格遵守法规和标准，采取加密和其他安全措施来保护数据。同时，企业需要采用技术手段来监测数据安全漏洞，及时修复漏洞，确保数据的完整性和安全性。
企业在筛选供应商环节，也应该充分考虑合作方是否具有公安部发布的信息系统安全等级保护的三级等保备案、中国信息通信研究院颁发的可信云服务评估证书等资质证明。只有这样，才能赢得医生、患者的信任，并在激烈的市场竞争中脱颖而出。
总结来说，数字化营销转型背后投射的是商业发展模式的升级，以数字化营销为核心战略已成为趋势，医药企业正式步入全面数字化营销时代。在未来，敬畏数据、读懂趋势，才能让医药企业更好地寻找确定性，在不确定的时代穿越周期，获得发展和突破。
翻译：
In 2023, digital marketing in the pharmaceutical industry has become an increasingly important way of promotion. Through digital marketing, pharmaceutical companies can achieve more personalized marketing strategies, better meet customer needs, and reduce the cost of traditional marketing.
Summarize the way forward from the successful experience of the industry. Recently, by Cypress Blue, Zhongrui Medical Business School, medical science and Technology co-sponsored by the “2022 pharmaceutical equipment enterprise pharmaceutical digital marketing transformation excellent cases and influential people selection”, there are nearly 30 different types of digital marketing cases carried out the on-site roadshow, comprehensive excellent players and expert judges comments, we can sum up the 2022 frontline experience, Look ahead to the latest 10 pharmaceutical digital marketing trends in 2023.
Trend # 1: Content is king
In the era of digital marketing, quality content can not only improve brand influence and sales conversion, but also shape corporate image and social responsibility. Having a high-quality, diversified content marketing strategy will be the key to the success of pharmaceutical companies in digital marketing. How to create quality content? On the one hand, it can deeply explore the knowledge and technology in the field of medicine, and output in the form of high-quality articles, videos, audio, etc. On the other hand, through interactive marketing, medical experts can be involved in the creation and sharing of content to enhance users’ sense of recognition and belonging to the content. In the content marketing in 2023, in addition to providing comprehensive, accurate and understandable medical basic information content, enterprises should pay more attention to user experience, meet the needs of the audience, improve the user experience, and then improve sales transformation.
Trend two: More emphasis on user experience
Compared with traditional academic journals and academic articles, video can vividly show brands and products through visual and auditory forms to attract potential customers and consumers. For example, medical science videos and doctor training videos can be made and promoted on social media platforms to enhance brand exposure and influence.
In 2023, video marketing will be more and more popular, in this process, enterprises pay more attention to how to achieve the immersive experience of guests through technology upgrading, so virtual live broadcast, multi-scene, more convenient audio and video platform has gradually become a must-have to create high-quality columns, such as the use of 100.Mix cloud guide and other virtual products. In addition, more clear, intuitive and interesting audio cartoon works are also favored by more and more enterprises. Better reuse of high-quality content, quickly help pharmaceutical companies build a high-viscosity marketing system, and precipitate more content and user assets for enterprises to carry out digital marketing.
Trend 3: Zhihu and other social media marketing trends are hotter
For a long time, due to advertising regulations have more stringent requirements for the communication of special categories such as medicine, leading to medical and health brands, especially prescription drugs, in the marketing space is very limited. However, with the development of domestic social media such as Zhihu, XiaoHongshu and Douyin, we can see that more brands are skillfully using the traffic advantages of social media to build an important platform for pharmaceutical companies to effectively communicate with target audiences such as patients, doctors and pharmacists.
For example, a pharmaceutical company relies on authoritative ophthalmic experts to debunk the myths plaguing the public’s eye health knowledge by making popular ophthalmic science videos, deeply popularizing authoritative and interesting ophthalmic knowledge, and creating a media matrix of the whole network, including media platforms such as Weibo, Little Red Book, Douyin, and bilibili, to achieve continuous closed-loop management and finally obtain 180M+ exposure. Get more than 30K followers. In 2023, more enterprises will work together on the channel and content side to complete the construction of user cognitive paths.
Trend 4: Create and promote products through Internet celebrity doctor IP
In 2022, a domestic enterprise will produce authoritative and interesting patient education and popular science works through the network celebrity doctor IP, and gradually bring out the effect and use scenario of the product in practical application through the content, so that patients have a great sense of substitution. Therefore, the operation of network red doctor IP in 2023 is still a very important part of pharmaceutical digital marketing.
Network red doctor has a huge fan base, can pass product information for pharmaceutical companies, promote medical science knowledge, and enhance brand influence. However, with the increasingly strict supervision of medical content on new media platforms, enterprises should pay more attention to compliance details in cooperation with network celebrity doctors, find professional network celebrity doctors to build a team, so as to better meet the requirements of platform audit, produce scientific and effective health science popularization content that patients really need, and effectively improve the credibility and awareness of products in the long run.
Trend five: Pay more attention to the refined operation of doctors
Recently, pharmaceutical companies are paying more and more attention to the fine operation of doctor users, and improving the marketing effect by reaching users at different levels. In 2023, this trend will be even more pronounced. In order to achieve this goal, pharmaceutical companies can divide doctor users into different levels through the labeling function of the digital marketing SaaS platform, set and analyze the user’s product preferences, behavioral preferences and content preferences, so as to better further tap the needs and behavioral data of doctor users, provide customized products and services, and achieve precision marketing. Through in-depth interaction and cooperation with doctor users, pharmaceutical companies will establish a more stable user relationship and achieve sustainable growth of marketing goals.
Trend 6: Expand creative marketing scenarios such as interactive cases
Interactive marketing is a very important part of pharmaceutical digital marketing. Through interactive activities such as survey, questionnaire and case collection, doctors and patients can participate in brand marketing, improve brand interaction and user stickiness, and then increase conversion rate. In the future, with the continuous development of artificial intelligence, big data and other technologies, interactive marketing will be more and more refined, better meet the personalized needs of consumers, and improve the user experience and reputation of brands.
For example, intelligent case OCR recognition technology can be combined to provide doctors with a more intelligent interactive experience, and traditional paper cases can be identified, uploaded and processed with one click to improve work efficiency. At the same time, the interaction of marketing activities will also be more social, and more extensive and in-depth user interaction and topic discussion will be conducted through social media and other channels to further improve brand exposure and influence. For example, a variety of interesting marketing scenarios such as online case debate can be held.
Trend 7: Digital empowerment represents cost reduction and efficiency increase
By 2023, empowering representatives through digital means has become a hot digital marketing trend, including training, information sharing, communication and other aspects. Which can improve the professional knowledge and sales skills of representatives, and enhance customer trust and brand loyalty. Pharmaceutical companies can provide regularly updated training courses for representatives through 100.CRM+ intelligent representative workbench products. So that representatives can grasp the latest medical knowledge and product information anytime and anywhere. You can also use the intelligent representative workbench to improve the efficiency and quality of communication between representatives and customers through digital communication methods. Such as intelligent visits, online invitations to attend, etc., so that customers feel more personalized service and care.
Trend eight: Build an Internet hospital centered on pharmaceutical companies
Looking back at 2022, the Internet hospital model has really helped pharmaceutical companies achieve marketing innovation in various marketing links such as drug sales, drug promotion and diagnosis and treatment data collection. In 2023, with the reform of VBP policy, enterprises will pay more attention to the creation of the overall private domain closed-loop and focus more on marketing transformation. Therefore, in 2023, pharmaceutical companies to build an Internet hospital centered on pharmaceutical companies has become one of the innovation directions. For example, 100.eHospital Internet hospital and other Internet products can provide pharmaceutical enterprises with the opportunity of fine operation, build a marketing closed loop, balance the interests of multiple parties, optimize marketing strategies through big data analysis and intelligent algorithms, and further enhance market competitiveness.
Trend nine: Pay more attention to private domain platform building capabilities
In 2023, the customer resource grab of pharmaceutical companies has entered a white-hot stage, and various pharmaceutical companies have turned their attention to the construction of customer private traffic operation system. In order to gain a leading edge in the fierce competition, enterprises not only need to have certain technical and operational capabilities. Including user data management, content creativity, marketing strategy and risk control system.
But also need to pay attention to the synergistic effect of private domain platform and public domain platform to achieve data closed-loop and improve the digital marketing effect. In the “HCP Network Conference Insight Report” said that after the epidemic, doctors’ enthusiasm for online participation in learning is strong. The construction of a doctor’s private network conference platform has entered a period of strategic opportunities. And the advantage of first-mover enterprises is obvious. And the Matthew effect of the future network conference platform is more and more obvious. Therefore, pharmaceutical companies with private domain platform building capabilities will be more competitive, can better interact with users, and enhance brand influence and market share.
Trend 10: More attention to doctor-patient data security
We can see that pharmaceutical companies need to collect a large amount of data such as cases, medical records and prescriptions. And fully protect the security of doctor-patient data is one of the essential conditions for enterprises to carry out digital marketing. In 2021, the Personal Information Protection Act was officially passed, emphasizing the importance of data security, and pharmaceutical companies need to strictly comply with regulations and standards. And adopt encryption and other security measures to protect data. At the same time, enterprises need to adopt technical means to monitor data security vulnerabilities, timely repair vulnerabilities .And ensure data integrity and security.
In the process of selecting suppliers, enterprises should also fully consider whether the partner has the third-level guarantee record of information system security level protection issued by the Ministry of Public Security, and the trusted cloud service evaluation certificate issued by the China Academy of Information and Communications Technology. Only in this way can we win the trust of doctors and patients and stand out in the fierce market competition.
In summary, behind the transformation of digital marketing is the upgrading of business development model, digital marketing as the core strategy has become a trend. And pharmaceutical companies have officially entered the era of comprehensive digital marketing. In the future, reverence for data and understanding of trends can allow pharmaceutical companies to better find certainty. Go through the cycle in the uncertain era, and obtain development and breakthroughs.
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