Layout and strategy of multi-channel marketing leaders

Influenced by the COVID-19 epidemic, the multi-channel digital marketing strategy of the whole pharmaceutical industry in China has grown up in the exploration. Enterprises have endless innovative ideas for the combination and promotion of online and offline channels, and have also ushered in changes in multi-channel digital marketing to varying degrees. At present, the promotion mode of multi-channel digital marketing is still in its infancy, and there is no perfect frame of reference. As an irreversible change factor in the industry, enterprises can jointly carry out multi-channel digital marketing strategy layout and change promotion from top to bottom according to their own conditions (Figure 1). At present, we have basically reached the following understanding: under the influence of the objective environment, digital channels have penetrated into the pharmaceutical industry, which will not completely replace traditional channels, but can be used as the expansion and supplement of traditional channels. With the development of multi-channel marketing, quantifiable targets (such as 100 online meeting/year) have been set for emerging digital channels, which will help motivate the team to try more and do more data-based behavior optimization in the future. At present, the head companies with large marketing scale have maintained a considerable proportion (15% or more), and the proportion of local pharmaceutical companies in the top ten companies with overall marketing scale should not be underestimated (Figure 2). At present, companies in the pharmaceutical industry are investing in digital channels, showing the trend of a hundred schools of thought contending. Among the top companies in digital channels, there is a certain order of magnitude difference in the absolute value of investment; The first place and the second place are obviously ahead of other companies, among which three large local pharmaceutical companies are listed, namely Hengrui Pharma, Zheng Da Tianqing and Qilu Pharmaceutical (Figure 3). From the treatment field, the digital channel investment of chronic disease products is generally active, and the more active treatment fields covered by digital activities are hypoglycemic field and antibacterial products; Influenced by centralized procurement, foreign companies have optimized multi-channel coverage for different product categories and implemented strategies tailored to local conditions. In addition, the promotion and application of digital channels in many fields have also been experienced, such as: tumor field, antihypertensive field, thrombolytic field, digestive field and hypolipidemic field. In addition, there are some treatment areas that are gradually increasing investment in digital channels, such as psychiatry, cardiac therapy, COPD and asthma. In the process of promoting and building the multi-channel digital marketing system of various medical machinery enterprises, IQVIA conducted an in-depth analysis of the top 10 companies in multi-channel investment, including the effective investment ratio of these companies in traditional channels and digital channels, the performance of each channel in each quarter and KPI monitoring to evaluate the effectiveness of multi-channels. KPI indicators include, but are not limited to, the net recommended value of doctors in all channels of enterprise layout, the improvement of prescription willingness, the effectiveness of information transmission of diseases/products, etc. In addition, the report also collected some effective suggestions from industry experts and doctors on the improvement of multi-channel digital marketing in the future. An example is as follows (Figure 4). I hope to show the achievements of pioneers in the field of digital marketing with data and provide some reference and valuable experience for companies willing to join in digital marketing. Learn more about the delivery degree and feedback effect of multi-channel digital marketing in the pharmaceutical market, and purchase the performance report of the digital channel head company. Please contact :meng.li@iqvia.com, Product Manager, Market Insight Department, VickyLiIQVIA.