Core Insights - The digital marketing in the pharmaceutical industry has transitioned from being an advanced trial for leading companies to a standard requirement for all pharmaceutical enterprises [1][16] - The importance of patient-centered digital marketing is increasing due to the reduction of information asymmetry between doctors and patients, heightened health awareness among patients, and increased participation in health solutions [1][2] - The market size for pharmaceutical digital marketing is steadily growing, but the capital enthusiasm has sharply declined since 2022, potentially due to differing definitions and value quantification methods of digital marketing [1][10] - Narrowly defined digital marketing merely refers to the online transition of traditional marketing, while true digital marketing encompasses the entire lifecycle of drug sales post-launch, integrating online and offline services driven by data [1][13] - The healthcare service chain is becoming more comprehensive, necessitating refined management of marketing services and more detailed quantifiable metrics, rather than a direct correlation with sales [1][14] Market Growth and Challenges - The pharmaceutical market in China is steadily increasing, with an average annual growth exceeding 100 billion [3] - Sales expenses of pharmaceutical companies are on the rise, with an average growth rate surpassing that of the overall pharmaceutical market [5] - Digital marketing budgets in biopharma companies have been increasing since 2019, but are expected to decline back to 2020 levels by 2024 [7][9] - The number of investment events in the pharmaceutical digital marketing sector saw a dramatic drop in 2022, following seven years of stable investment activity [10][12] Value Quantification Bottleneck - The future development of digital marketing is hindered by vague definitions and unquantified value, with narrow interpretations limiting the understanding of its potential [13] - True digital marketing should involve effective engagement with both doctors and patients, comprehensive service throughout the drug lifecycle, and integration of online and offline channels [13][14] - To achieve sales growth, effective information transfer across multiple marketing channels is essential, requiring a more granular assessment of marketing effectiveness [14][17] Evolving Marketing Needs - The evolution of the healthcare service chain has made digital marketing a necessity, with increased touchpoints requiring effective collaboration across various marketing channels [15][16] - The rise of digital platforms and the shift in patient information acquisition habits necessitate a robust online marketing strategy that complements offline efforts [15][16] - The demand for professional health management services and user-centered health content is growing, highlighting a gap in the market that needs to be addressed [21][22] Product Categories in Digital Marketing - Digital marketing products can be categorized into three types: tool-based, service-based, and solution-based [18] - Tool-based products focus on information technology solutions, while service-based products provide specialized health management services [19][21] - Solution-based products require a deeper understanding of user needs and aim to deliver comprehensive digital marketing strategies [26][27] Future Outlook - The digital marketing industry is expected to see more innovative players entering the market, enhancing the digital capabilities of tool-based products and improving service offerings [28] - Companies that can effectively integrate digital marketing solutions with a focus on patient-centered care will likely gain a competitive advantage [28]