"Digital Medical Economy" Of Multinational Pharmaceutical Enterprises: Omni Channel Layout And Intelligent Course Management

Compared with the previous two sessions, this year's Fair has seen more digital innovations. For example, several multinational pharmaceutical companies have signed contracts with domestic Internet Medical platforms such as alihealth, Jingdong health and 1 pharmaceutical network.

In addition to channel layout, some multinational pharmaceutical enterprises also cooperate with enterprises such as artificial intelligence to arrange patient education and management projects through intelligent cloud and artificial intelligence technology. For example, Novo Nordisk and Microsoft announced the joint development of intelligent Q & a robot for diabetes popular science knowledge; Lilly China and Shanghai Yingtong Medical Technology Co., Ltd. (airdoc) jointly launched the psoriasis artificial intelligence simulation and management project.

In fact, with the development of Internet health care and the continuous promotion of a new round of health care reform, such as the development of internet medical care and the continuous promotion of new round of medical reform, multinational pharmaceutical enterprises are also adjusting their strategies in China, and they are actively deploying digital medicine. According to statistics, more than half of the world's top 50 multinational pharmaceutical enterprises have signed cooperation agreements with ALI health.

In addition to product innovation, Eli Lilly China, President and general manager of Eli Lilly China, told the 21st century economic reporter that in addition to product innovation, Lilly China is also constantly exploring the value of technological changes to patient management, so as to better adapt to the changing external environment and meet the huge unmet medical needs. Since 2014, Lilly China has continuously experienced the upgrading of digital innovation 3.0, from the establishment of digital channels and the application in traditional modes to the comprehensive and deep integration of artificial intelligence, big data and cloud technology.

Medical services tend to be digital and intelligent

At this year's fair, many multinational pharmaceutical companies signed contracts with domestic Internet giants. For example, Novartis cancer will cooperate with ALI health in terms of patient assistance, drug accessibility, medication compliance and drug payment, providing one-stop service for patients; Pfizer China and alihealth will focus on digital vaccine services, and both sides will jointly promote the vaccination rate of pneumonia vaccine, and In the field of prescription drugs, Servier China and Ali health will jointly explore the online service and whole process management of patients with chronic diseases, so as to provide patients with "a shared future of integrated digital medical solutions".

In addition, JD health has also signed strategic cooperation agreements or launched relevant cooperation projects with Pfizer, GlaxoSmithKline, Bristol Myers Squibb, Sanofi and other well-known global pharmaceutical and health giants.

In addition, multinational pharmaceutical enterprises are also actively cooperating with IT enterprises on the application of artificial intelligence technology for patient intelligent management. For example, Lilly China, Beijing Yangtze River Pharmaceutical Development Foundation (hereinafter referred to as the foundation) and airdoc launched the psoriasis artificial intelligence simulation and management project. Through the use of artificial intelligence technology, it provides a one-stop whole course management scheme from auxiliary diagnosis to disease simulation, monitoring and scoring for the vast number of psoriasis patients in China, creating the first new model of "whole process intelligent management of psoriasis" in China In this paper.

It is understood that after the official launch of the project, Lilly China, the foundation and airdoc will give full play to their respective advantages and carry out psoriasis management project in the medical consortium covered by the foundation. The medical staff will assist and guide patients to upload psoriasis skin lesions photos, and use artificial intelligence technology to simulate, analyze and score the photos and possible treatment outcomes, so as to visualize, analyze and score them In digital form, it can help patients to understand their own disease situation and track the process of treatment and disease management.

Zhang Dalei, founder of airdoc, told the 21st century economic reporter that the use of artificial intelligence technology will be more conducive to improving the work efficiency of doctors. For example, a doctor can manage 50 people, but if the key information is provided, doctors can better follow up the progress of treatment, improve efficiency, and let doctors manage more people. However, Zhang Dalei also stressed that AI itself is only a doctor's tool, and can't replace doctors to do everything.

In addition to Lilly, there are many multinational pharmaceutical enterprises in the layout of artificial intelligence and other fields. For example, the intelligent question answering robot for diabetes popular science knowledge developed by Novo Nordisk and Microsoft is based on Microsoft's Intelligent Cloud azure. It adopts the intelligent dialogue engine developed by Microsoft (Asia) Internet Engineering Institute for local industry and user needs, and integrates the knowledge base produced by Novo Nordisk covering a large number of diabetes related common questions and answers. According to the relevant person in charge of Novo Nordisk, the intelligent Q & a robot is expected to be launched in the digital patient support platform of novo and Nord in early 2021.

Enabling technology to create greater value

In the view of Mr. Ke Ruijie, senior vice president of Microsoft, chairman and CEO of Microsoft Greater China, all walks of life represented by the medical and health industry are accelerating the pace of digital transformation, actively applying technological innovation, and better coping with the impact of the epidemic on the world.

In fact, multinational pharmaceutical enterprises have been exploring and trying digital transformation in recent years. This time, the Expo will enter Bristol Myers Squibb

In the view of relevant persons in charge of Bristol Myers Squibb, the signing of the contract with Jingdong health is an innovative exploration to improve the accessibility of patients to its classic products, and looks forward to more digital innovation and cooperation attempts in the future.

Since 2014, Lilly China has continuously experienced the upgrading of digital innovation 3.0, from the establishment of digital channels and the application in the traditional mode to the current comprehensive integration and deep integration of artificial intelligence, big data and cloud technology.

Yu Gang, co-founder and executive chairman of China pharmaceutical.com, told the 21st century economic reporter that the reason why multinational pharmaceutical companies began digital transformation and actively embrace the Internet is that the development of science and technology has changed the low efficiency and opacity of circulation. Technology empowerment is creating great value for the future of this industry. At the same time, this is also the last thing that Internet brings to the pharmaceutical industry The impact includes policy barriers, industry barriers, the separation of medical, pharmaceutical and payment.

Yu Gang pointed out that there are three irreversible trends in the field of medicine and health, which are closely related to three irreversible trends: the population will continue to aging, and the proportion of people over 65 years old in China will double in the next 30 years; the policy is irreversible, prescription drug sales will certainly be opened online, online medical insurance must be opened in all regions, and will also be digitized in the future; technology will continue The development and change are irreversible. The Internet era has been updated to the intelligent era. Big data can have a deeper insight into customers, understand their portraits and behaviors, and provide personalized services and precise marketing for all patients.

?