GEO 在医药数字化营销行业的应用及前景 20260119 摘要 医药营销正从流量争夺转向价值供给，强调全流程赋能患者，包括慢病 和健康管理，数字化营销投入增速显著，预计 2025 年达 24%。 GO 在医药领域具有独特性，AI 大模型可提供专业咨询但不能替代医生 处方权，药厂或利用 AI 大模型进行广告宣传，已有个别公司开始尝试。 数字化营销中，广告厂商关注 GMV、销量和 ROI，品牌方则更注重供应 链价值和患者生命周期价值，从关注 CPC 转向关注每条线索的价值。 医疗平台通过数字化手段提升医生和患者管理效率，如提供医生教育、 患者管理功能，创新支付方式在线实现，以及支持医生上门服务。 大型互联网医疗平台如京东健康、阿里健康通过提供报告解读、智能专 家分配、连接医院等服务赋能企业，并支持药品化合物合成、基因检测 及临床研究招募。 京东健康致力于打造新药首发平台，通过 AI 实验室支持肿瘤、糖尿病、 皮肤病等领域新药首发，预计新药首发业务占整体预算 30%，毛利润约 为 10%至 12%。 京东健康通过流量倍增计划，将资源倾斜到头部品牌，用户停留时间从 2.1 分钟提升至 8 分钟，转化率提高 2.5 ...

Group 1 - The China Pharmaceutical Enterprise Management Association announced the establishment of the Marketing Innovation Professional Committee at the 17th China Pharmaceutical Entrepreneurs, Scientists, and Investors Conference [1] - The committee aims to build an industry-level marketing innovation platform to enhance the synergy between research and market, thereby creating a sustainable innovation cycle [3] - Digital capabilities will play a crucial role in determining the competitive landscape for pharmaceutical companies in areas such as volume-based procurement and patient services [3] Group 2 - JD Health has been focusing on digital marketing, creating a more integrated and open cooperation ecosystem [4] - The upgraded digital marketing solution from JD Health allows pharmaceutical companies to engage in a "one-to-many" cooperation model, significantly reducing channel expansion costs and improving operational efficiency [4] - JD Health plans to leverage the committee's strength to deepen collaboration with pharmaceutical companies in digital marketing, contributing to the accessibility of medical resources and the high-quality development of the pharmaceutical industry [4]