本报讯 （记者袁传玺）近期，第五届中国医药数字营销论坛在北京举行，超过300位药企嘉宾、知名医 生、学者汇聚，探讨数字化背景下医药数字营销的发展新机遇、新挑战与新路径，共同为医药行业高质 量发展注入新动能。 京东健康医药业务负责人表示，在AI应用赋能医疗健康行业的浪潮中，京东健康携手行业合作伙伴， 在深度服务患者、创新营销实践的道路上迈出了更坚实的步伐。历经五年沉淀，在医药数字营销的规模 和独特价值方面，京东健康交出一份亮眼的答卷。 （编辑 何帆） 此前，京东健康与药企的合作主要围绕线上生意增长展开。京东健康医药业务数字营销负责人介绍，在 AI应用重塑行业格局的当下，随着行业需求变化与自身能力沉淀，京东健康进一步延伸服务边界，将 渠道覆盖从单一线上场景拓展至院外市场、药店零售市场等多元领域，构建起"全域覆盖、全链路赋 能"的服务体系，助力药企打破增长局限，挖掘更多市场增量空间。 本次京东健康数字营销解决方案的升级将为药企带来了显著便利。过去，药企若想布局线上渠道、院外 市场、药店零售市场，需分别与不同渠道方对接，面临"多对多"的复杂合作困境，不仅沟通成本高，资 源整合难度也较大。如今，京东健康通过能力整合，打 ...

Core Insights - The fifth China Pharmaceutical Digital Marketing Forum was held in Beijing, gathering over 300 participants from pharmaceutical companies, renowned doctors, and scholars to discuss new opportunities, challenges, and pathways for digital marketing in the pharmaceutical industry [1] Group 1: Digital Marketing Development - The healthcare consumption demand is shifting from "disease treatment" to comprehensive health management, prompting JD Health to deepen its industry influence through high-quality industry conferences in various vertical fields [2] - JD Health has achieved a milestone in new drug launch capabilities, with over 30 new drugs set to debut on its platform by mid-2025, showcasing a rapid response time of just 5 minutes from drug inspection completion to market launch [4] Group 2: Service Expansion and Collaboration - JD Health is expanding its service boundaries from online business growth to include offline markets and retail pharmacies, creating a "full coverage, full link empowerment" service system to help pharmaceutical companies explore new market opportunities [5] - The company has developed a new collaboration model that simplifies the process for pharmaceutical companies to access multiple market channels through a single platform, significantly reducing communication costs and enhancing operational efficiency [5] Group 3: Education and Training Initiatives - JD Health is focusing on enhancing its core capabilities in doctor and pharmacist education to support business growth in offline and retail markets [6] - The company has implemented differentiated empowerment strategies for doctors based on the drug lifecycle, ensuring effective communication of clinical advantages and building trust for drug promotion in the market [8] - JD Health has launched the "Pharmacist Connect" platform to enhance pharmacists' professional service capabilities, supporting their transition to a more specialized role and driving growth in the retail market for pharmaceutical companies [8] Group 4: Future Directions - JD Health aims to continue its patient-centered approach by deepening technological innovation and ecosystem integration, collaborating with industry partners to build a new ecosystem for pharmaceutical digital marketing that emphasizes innovation, collaboration, and value co-creation [8]

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]