As 2023 neared its midpoint, the rapidly growing life sciences industry was gradually evolving from digitalization to digital intelligence.
For this reason, on the afternoon of June 2, 2023, MeDomino and Amazon Web Services jointly hosted the Life Sciences Digital Intelligence Marketing Seminar. We invited an Executive Director and Associate Director from a pharmaceutical company, an omnichannel engagement lead from another pharmaceutical company, an Associate IT Director from a pharmaceutical company, special host Jiang Xiaona, Head of Healthcare Marketing Ecosystem Development for AWS Greater China, and guests from several global life sciences companies to jointly discuss digital intelligence marketing in life sciences.
01 In Digital Transformation, Data Is the Foundation
-- Executive Director at a pharmaceutical company
In digital transformation, data is of course the most important. Once the data foundation is built well, the upper-layer applications feel as if the key channels have opened.
"For digital transformation, one thing I believe is that data is the foundation. We must first solve the data problem."
As he said, his team built the CDP-China Data Platform last year, solving four problems at the data platform level:
Recognize: One ID creates a unique identity across domains and identifies target objects across channels.
See clearly: A powerful tag platform gives the enterprise unique characteristic descriptions and builds a new insight system.
Segment accurately: Segmentation capabilities target the most valuable core groups, making precision operations and marketing possible.
Connect broadly: Unified data services empower upstream and downstream business systems and build the company's data ecosystem.
"Only with this foundation can we better communicate with HCPs and obtain some behavioral data with their permission."
On top of the data foundation, from the strategic framework of digital transformation, digital operations and marketing will be the main battlefield. Obtaining a panoramic HCP profile will help life sciences enterprises understand HCP views on products globally, thereby empowering digital marketing and even digital transformation.
Today, through the HCP360 project in cooperation with MeDomino, his team has already achieved some tags and closed loops, allowing them to obtain some HCP behavior in internal channels and further analyze HCPs.
02 The Life Sciences Version of "People, Goods, and Place" Is Built on Mindset
-- Associate Director at a pharmaceutical company
We are exploring personalized engagement. I believe combining mindset stage and personal preference is the direction our industry needs to take right now.
The retail industry has an underlying logic called people, goods, and place, with sales at its foundation. In the life sciences industry, the new version of people, goods, and place is built on the continuous advancement of physician mindsets:
People are HCPs.
Goods are not products in the usual sense, but content.
Place is how content is delivered to HCPs through better channels so that their mindsets change.
"If we use mindset advancement as the underlying support, we need to connect mindset with engagement. Different stages require different content and different engagement methods to achieve the best engagement effect."
In the specific case he shared, based on the HCP360 project his team carried out with MeDomino, the entire decision-making method for market activities has changed. It moved from intuitive decisions based on subjective experience to decisions fully based on tags, audience groups, and data insight.
This approach can of course also be used for content engagement.
Based on HCP behavioral data collected across digital channels, different tags are applied and then used for engagement, making it more targeted. Every HCP has preferences: when they like to be engaged, what type of content they like to read, which channels they prefer, and which content suits them based on their current understanding stage of the company's product.
The advancement of physician mindset is an important starting point. When physicians' mindset stages and personal preferences can truly be combined, perhaps the life sciences industry can achieve personalization at scale. That is exactly what his team wants to accomplish.
03 Digital Marketing Is Not Just Marketing, But Commercial Transformation
-- Omnichannel engagement lead at a pharmaceutical company
Internally, no one now asks why we should do digital intelligence.
The questions are more often: how do we do it, and how do we do it faster?
Digital marketing is not just marketing. It is innovation and transformation of commercialization.
The omnichannel project she leads is working to accelerate the company's commercialization. Under this direction, how should the project be implemented?
She said that whether doing market promotion or education, more customer profiles and specific content are needed. Therefore, her team cooperated with MeDomino on HCP360 to enrich various data and customer profiles, enabling them to find the right customers more precisely. Then, based on customer tags and the richness of profiles, they conduct customer stratification and apply those tags in the tag system.
The next question is: what should we say when we meet the customer? "Do we really know what each customer needs most?" she said.
"Another area we are working on with MeDomino is content. What I say when I meet an HCP should depend on what needs that HCP currently has. Therefore, my content must also be tagged. The tag system must be rich. Then we use big data for customer analysis and recommend content based on what customers need, or even let customers proactively ask you for something. Now, relying only on the human brain is no longer enough."
Today, her team is seeing a very positive phenomenon: business departments are already looking forward to digital intelligence.
In reality, getting to this point is not easy. Being needed by business departments reflects the team's value. They need business departments to truly see how data helps them and what online-offline integration is useful for.
04 All Technology Exists to Solve Business Problems
-- Associate IT Director at a pharmaceutical company
The more data dimensions you have, the more departments use it, and the more feedback you receive, the closer you may get to the truth.
"We hope to extract points from data that are valuable to the business."
When discussing how data empowers business teams, he shared several scenarios based on his team's cooperation with MeDomino:
1. Omnichannel customer interaction plans and history
2. Customer relationships and influence networks
3. Competitive landscape analysis at the hospital or physician level
4. Timeline-based display of physicians' collaboration with this company and other companies
Another important project for his team is content asset management.
To solve platform barriers for various content assets, they built ADAL, an integrated digital asset management solution. All content is reviewed and managed uniformly. Combined with identity authentication and privacy management, it creates a truly fully online content asset management system. Automated tagging is also carried out in cooperation with MeDomino.
Interestingly, when the team was building the content library, they did not expect to integrate it with ChatGPT. Later, they realized that once all content materials were in a unified library, ChatGPT could be used directly for querying and searching.
Today, they are still actively exploring how ChatGPT can help business departments.
"Intelligence is the ultimate goal of digitalization." From the enterprise perspective, he believes companies should actively embrace this change while thinking about how to use the latest technologies to improve productivity and empower the business.
"All technology exists to solve business problems."
*The above content comes from guest remarks and represents only the guests' personal views, not the position of any company.
