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Acceleration Of Digital Medical Layout Of Multinational Pharmaceutical Enterprises In China After Epidemic

2020/11/11 20:04:00 0

Pharmaceutical EnterprisesAcceleration

Digital medical transformation of multinational pharmaceutical enterprises

The epidemic is reshaping China's health care industry in all aspects.

As a big stage for multinational pharmaceutical enterprises to display their latest products or services, a large number of multinational pharmaceutical enterprises have taken signing contracts with internet medical enterprises as one of the highlights of the exhibition. Behind this is a significant change in the operation mode and strategy of multinational pharmaceutical enterprises in China, which is closely related to the development trend of the Chinese market. I hope that through the lens of the Expo, we can have a glimpse of the digital transformation logic of multinational pharmaceutical enterprises, and bring us some enlightenment and thinking.

On November 10, the third China International Import Expo was closed at Shanghai National Convention and Exhibition Center.

The medical or pharmaceutical enterprises that "play the leading role" in the global new crown pneumonia anti epidemic war are also the absolute "protagonists": a large number of the latest top achievements of global epidemic prevention and control gathered in the exhibition area of medical devices and medical care. These cutting-edge products, technologies and services not only meet the growing medical and health needs of China, but also provide a strong guarantee for the realization of "healthy China 2030" 。

In recent years, China's medical reform and new policies, accelerated review and approval, and normalization of procurement and medical insurance negotiations, the direction of encouraging innovation in the pharmaceutical industry has become more and more firm. The major multinational pharmaceutical enterprises still highlighted the theme of "innovation" at the Expo, expanded the signing frequency of cooperation, and more diversified cooperation methods and contents.

Xinguan epidemic is reshaping the market pattern of China's medical industry from all aspects. One of the biggest changes comes from the development and promotion of multiple online channels. The trend of digitization is accelerating, which in turn affects the decision-making and long-term layout planning of enterprises.

This is also directly reflected in the Expo: a number of multinational pharmaceutical enterprises and equipment enterprises have exhibited digital medical and epidemic prevention exhibits, and signed a number of digital trial cooperation projects, continuously building a more abundant and complete digital ecosystem.

Digital power

On November 6, Bristol Myers Squibb signed two contracts at the Expo: the signing ceremony of the memorandum of innovation cooperation with Hainan Boao Le City International Medical Tourism pilot area, and the signing of Jingdong health's "liver disease innovation cloud platform".

In June 2020, the overall plan for the construction of Hainan free trade port was officially released, and Boao Lecheng pilot area has become a pioneer "experimental field" for the construction of free trade port with contemporary Chinese characteristics.

Through the strategic cooperation with Boao Le City, Bristol Myers Squibb said it is expected to accelerate the introduction of a number of products and indications that have not yet been approved in China. For example, the world's first and only approved dual immunotherapy combined with epirubicin; the world's first and only approved red blood cell maturation agent luspatercept; and the latest oral drug ozanimod for the treatment of adult multiple sclerosis.

Novartis also signed a strategic cooperation memorandum with Boao Music City Administration Bureau at the Expo, aiming to accelerate the entry of Novartis series of innovative products and solutions into Boao Pioneer Area platform. Ji Bicheng, general manager of Novartis cancer (China), said, "among the first batch of anti-tumor drugs and rare disease drugs that can be introduced by Boao Le City Administration, nine drugs of Novartis that have not yet been listed in China have been included."

AstraZeneca also signed a series of important cooperation intentions with Hainan Provincial Government in the field of digital medical innovation, and signed a cooperation agreement on "Internet hospital" with Hillhead venture capital. It is reported that two days before the fair, the signed transaction volume of AstraZeneca has reached nearly 9 billion yuan.

At the same time, AstraZeneca announced a broader cooperation with top hospitals in China. All parties will explore more extensive cooperation opportunities in the clinical field of digital application, real data application, diagnosis and treatment integration center and lean management practice. AstraZeneca will provide support to the hospital in the construction of individualized diagnosis and treatment system, multidisciplinary integration and early clinical research platform construction.

The new crown epidemic has greatly promoted the demand for online medical services, and digital medicine has become the focus of each contract. Pfizer announced the strategic cooperation with ALI health at the Expo. Both sides will work together to create an innovative mode of large-scale vaccination and form a complete online whole chain and high-quality vaccination service.

Digital equipment landing

From medical supplies and consumables to virus traceability, nucleic acid kits, CT to ventilators, medical equipment enterprises are the main force in the fight against the epidemic. At the same time, digitization is one of the key words of medical device enterprises in recent years.

Under the background of "anti epidemic", danahe made its debut this year with its overall solution of multi platform fight against new crown, with four special zones including anti new crown, smart laboratory, life science and cytiva. Saipei demonstrated a rapid molecular test kit that had just been authorized by the U.S. Food and Drug Administration for emergency use.

During the period of entering the Expo, medical device enterprises also increased the scope of signing cooperation. Danahe said that it will reach nearly 20 cooperation intentions with multiple partners such as governments at all levels, pharmaceutical industry peers, third-party independent laboratories, platform distributors and medical institutions.

Siemens Medical reached a purchase agreement with Tibet Fukang hospital on the 5g shelter CT vehicle solution for the first time in the Expo and completed the on-site contract signing. Siemens Medical fever clinic solution was also presented in the public health and epidemic prevention zone. Siemens Medical fever clinic solution is based on the latest Chinese fever clinic construction standards, through process layout, intelligent equipment and digital operation and other aspects of innovation.

In the field of virus sample extraction, virus nucleic acid detection and virus sequence determination, Thermo Fisher launched a high-throughput, automated covid-19 nucleic acid detection platform with the detection ability of 7000 new coronavirus samples every day at the Expo site; in the field of new crown vaccine and therapeutic drug research and development, it also exhibited to assist the research of virus structure Research and development of vaccine products such as frozen transmission electron microscope and mass spectrometer.

All kinds of anti epidemic equipment and solutions meet more requirements of epidemic prevention in the post epidemic era, and objectively accelerate the digital investment of equipment enterprises.

East wind of policy

On November 2, the State Medical Security Bureau issued the guiding opinions on actively promoting the payment of medical insurance for "Internet +" medical services, boosting the comprehensive implementation of medical insurance payment for "Internet +" medical services.

During the epidemic period, many face-to-face contact and communication were "forced" to move online. Large enterprises such as Johnson & Johnson and Sanofi have increased their investment in this area, including paying more attention to non new coronary pneumonia patients, which is also a part of digital investment and transformation.

McKinsey believes that the market entry model will become the key to achieve differentiated competition for pharmaceutical companies. The key challenge is to find a way to integrate offline and online activities. Under the new normal, enterprises should adapt to the long-term change trend of demand side and open up various service channels. From 2012 to 2016, the number of online consultations increased by 49%, and may accelerate in the future. It is estimated that the annual number of online consultations (including free and charged) in 2025 may exceed 1.5 billion.

After the outbreak, there may be more opportunities to solve the medical needs of patients online, and strengthen medical education and virtual aid services in the future.

When building Omni channel customer solutions, pharmaceutical companies need to evaluate a series of strategic factors, including digital budget and the most efficient investment field. Large pharmaceutical companies are now more or less digital initiatives. Due to the increasing popularity of online activities during the outbreak, some enterprises have invested up to half of their sales budget in this field. The general manager of a company disclosed that when the company transferred all its sales representatives to the digital platform, "it took two months to do two years of work.". The acceleration of digital trend is also affecting the long-term planning of enterprises.

Meanwhile, the National Health Insurance Bureau has repeatedly issued articles to encourage internet medical treatment and open up medical insurance measures, which also prompted pharmaceutical enterprises to think about how to better connect with external platforms and make digital transformation.

On November 6, Asgar rangoonwala, President of Xi'an YANGSEN Pharmaceutical Co., Ltd., said in an exclusive interview with the 21st century economic report, "we will continue to increase investment in digitization and the Internet, and we must make full use of high technology to improve this communication, including for medical workers and medical personnel."

An Sijia said that in the past, the traditional way of pharmaceutical companies was to give priority to offline activities. The change brought about by the epidemic situation was the increase of online activities. "It has improved the efficiency of medical services, which is also very convenient for medical workers. They can choose to participate in medical education activities at convenient time. In addition, we need to improve the ability of disease management through online activities, carry out innovation, and strengthen patient support programs. This project can provide patients with online consultation, online prescription, online nursing knowledge, online drug purchase and delivery service. These services are very common in the field of consumer goods, but they are new things for the pharmaceutical industry. "

An Sijia also mentioned the Internet hospital, "in March to may, China approved as many as 250 Internet hospitals, which is very exciting for us, which is highly consistent with our strategy. Using the online platform to build a complete infrastructure is complementary to our strategy. In September this year, we signed a strategic memorandum with the First Affiliated Hospital of Xi'an Jiaotong University to establish a new model of Internet hospital. We hope that we can learn from each other through this cooperation, so as to improve our communication ability, disease management ability and medical education ability

Qi Xin, vice president of GSK, China's general manager of prescription drugs and vaccines, also talked about digital investment in an exclusive interview with the 21st century economic report. "After the epidemic, we can see that digitalization has entered the medical industry faster. Many people are used to buying drugs repeatedly on Alibaba and Jingdong Online platforms. Now, many large hospitals have opened their own Internet hospitals, and patients are also getting used to following doctors online The students received remote diagnosis and treatment. The new epidemic situation has accelerated the trend of patients and doctors embracing new technologies. We will also cooperate with more Internet companies. We are now carrying out further business cooperation talks with Jingdong and trying to cooperate with several Internet medical companies from different angles. "

He enting, general manager of Sanofi global business unit in China and President of Sanofi China, previously said in an exclusive interview with the 21st century economic report that the new crown epidemic has changed the original business model of many companies and has an impact on the whole industry. "For Sanofi, we will further increase online and offline diversified contacts, and digital innovation also provides Sanofi with more opportunities for medical education and help doctors."

 

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