As Internet companies enter the medical industry, how can the digital transformation of pharmaceuticals and medical equipment break away from information silos?
Latest update time：2023-11-23
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It is difficult to connect data between systems and software, it is difficult to retain offline customer interaction data, and it is difficult to convert customer interaction data on different business platforms. Pharmaceutical and device companies face too many difficulties in their transformation.
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Author | Qiao Yanwei
Editor
| Wu Tong
“There are many information islands in the enterprise’s internal information platform.”
At the 2023T-Inspire Tencent Health·Smart Medicine and Devices Summit held on November 17, Zhou Jie, head of digitalization and customer innovation at Eisai China, talked about the challenges pharmaceutical companies face in digital transformation.
The scale of office systems is huge. From internal information processing to external business exchanges, these systems come from different manufacturers and were developed in different time periods. The systems cannot be connected, forming data islands over time.
"Under such circumstances,
it is completely impossible to obtain a complete set of real, effective, and insightful data.
" Zhou Jie pointed out that this is a typical challenge encountered in digital transformation.
The digital transformation of my country's medical industry has been slow. In recent years, the country has continuously issued relevant policies to promote the development of the industry. From the "14th Five-Year Plan" National Health Plan to the "Action to Promote the High-Quality Development of Public Hospitals", the digital transformation of the medical industry has been a focus. development projects.
With favorable policies, technological innovation in the medical industry continues. In addition to traditional SaaS vendors, leading domestic Internet companies have also entered the industry. With their solid underlying technologies, they are trying to create new medical industry solutions and solve the development pain points of pharmaceutical and device companies.
01
What solutions do pharmaceutical and device companies need?
At the 2023T-Inspire conference, Tencent Health President Wu Wenda pointed out that the current pharmaceutical and device industry is undergoing tremendous changes. The acceleration of innovative drugs, changes in drug purchase models, and digital transformation have become new directions for industry development.
In terms of innovative drugs, China's local R&D has achieved remarkable results. In addition to meeting domestic market demand, it is also seeking to go overseas. The entry of global innovative drugs into the Chinese market is also accelerating.
At the same time, the drug purchasing model in the medical industry is gradually changing.
The three-year epidemic has brought new development opportunities to Internet medical care. Online consultations and online drug purchases have emerged. With the deepening of medical reform, the separation of medicines has forced the outflow of prescriptions, breaking the traditional logic of the pharmaceutical industry. Online channels and out-of-hospital channels are competing against each other. The hospital share has been squeezed, and a new drug purchasing model has gradually taken shape.
Digital transformation is a general trend for pharmaceutical and device companies. Emerging technologies such as cloud computing, big data, and AI are empowering traditional businesses, and areas such as corporate operations, R&D and manufacturing, user services, and business models are constantly changing.
Against this background,
pharmaceutical and device companies urgently need to introduce new solutions to cope with industry changes.
Zhou Jie introduced at the meeting that Eisai China has overcome three major pain points one by one in its digital transformation.
First, the data between system software cannot be connected and a closed data loop cannot be formed;
Secondly, after the epidemic is over, online meetings will return to offline meetings, and customer interaction data will be difficult to retain and cannot be diverted to the digital ecosystem to maximize the value of the data;
Third, the interaction data between the same customer and the company on different business platforms cannot be converted, making it impossible to obtain real, effective, and insightful data.
"We very much hope to find an overall solution,
build a digital system that runs through the entire system, and establish a full data process ecosystem that combines online and offline and covers all customer interaction data.
" Zhou Jie pointed out that with the help of this ecosystem, Eisai China can reach target customers through different channels.
For pharmaceutical companies, reducing multiple systems that needed to be maintained into one platform can not only reduce costs and increase efficiency for the company, but also use the interoperable data on the platform to better serve various projects. business.
The three major scenarios of CRM (one-stop customer management), Events (online and offline meeting management), and MCM (multi-channel content marketing) are the three most important links in daily business of pharmaceutical companies. Large-scale enterprises represented by Eisai China Multinational pharmaceutical companies need an interconnected, one-stop digital platform to connect all business scenarios such as customer management, online and offline, and multi-channel marketing.
At the end of 2022, Eisai China's CRM system is about to be upgraded. Based on the previous good experience with Tencent's conference products, Zhou Jie and her team decided to entrust other business scenarios to Tencent.
In June this year, Eisai China signed a strategic cooperation agreement with Tencent Health, announcing that it will use Tencent Health's SaaS solution for the pharmaceutical industry - NGES (Next Generation Engagement Suite), a new generation customer interaction management platform as the base and WeChat applet as the carrier. With the three major scenarios of CRM, Events, and MCM as the core, the entire customer interaction process is divided into details. Based on WeChat mini-programs and other digital intelligence tools, it can open up customer interaction scenarios in one stop, reach users and conduct two-way interactions at the same time. Providing intelligent behavioral suggestions and other aspects helps pharmaceutical companies deeply connect with professional groups, making academic communication more convenient, smooth and efficient.
Eisai China was the first wave of users to experience the benefits of the integrated platform from the NGES solution. Soon, at the 6th China International Import Expo held in November, another large multinational pharmaceutical company, AstraZeneca, announced the launch of "Next Generation The construction of "NextGen Customer Engagement Platform" is based on NGES to help create a future-oriented Go To Market business model, move towards integrated customer management and reach, and use the platform ecosystem to carry out innovation and change.
02
With the blessing of large models, AI products have been upgraded again
Go To Market is a new generation market interaction strategy created by Tencent Health based on the complex and ever-changing market environment and many business pain points.
As medical insurance VBP (volume purchasing) continues to be compressed, if pharmaceutical companies want to maintain or even expand their profit margins, cost reduction and efficiency improvement are inevitable choices. The marketing goals of pharmaceutical companies have gradually shifted from the core market within the hospital to the broader market outside the hospital.
In recent years, the compliance development of the medical industry is imperative. Academic promotion has become a more reliable channel for doctor interaction in the industry. Online academic conferences and other activities will replace the previous offline face-to-face visits, department meetings, etc. and become more mainstream. of doctor interaction.
In this context, what innovative tools does the pharmaceutical and device industry need?
At the T-Inspire conference, Tencent Health officially released a new generation of NGES customer interaction solution centered on HCP.
This is a full-process solution that runs through cloud computing IaaS, PaaS, and SaaS. It provides enterprises with a one-stop customer management platform through remote meetings, online multi-channel contact, etc.
During the interaction process, Enterprise WeChat connects pharmaceutical agents and doctors, making the visit process compliant and manageable, and target doctor customers can accumulate and inherit; Tencent Conference provides multiple ways to join the meeting under various operating systems, achieving maximum device compatibility, making Product use is no longer limited to mobile phones and PCs.
In addition, the NGES solution has also created a complete data middle platform, breaking the past chimney-like development model, allowing enterprises to accumulate high-quality and complete data, thereby establishing independent and controllable data assets to help enterprises conduct decision-making analysis.
Zhang Yu, Vice President of Tencent Health, summarized the three major features of the NGES solution: one-stop, strong social interaction, and self-developed large models.
The so-called one-stop still follows the three core scenarios of past product design, CRM, Events and MCM; strong social interaction relies on the Tencent platform ecosystem, through multi-channel and personalized services, to reach more deeply and extensively. Reach customers.
At the Tencent Ecosystem Conference held in September this year, Tencent announced the Hunyuan general large model based on self-development, creating an exclusive large model for the medical industry, and carried out intelligent question answering, family doctor assistants, and digital medical imaging in Tencent Health. Platform, drug discovery platform and other AI products have made a new round of upgrades.
Tencent's deep integration of large models with the medical industry is also used in NGES solutions.
In his conversation with Leifeng.com, Wu Wenda said that in the HCP interaction process, the transmission of academic results is particularly important to pharmaceutical companies and doctors. With the assistance of large model technology, they can complete and communicate more efficiently.
Relying on Tencent's huge knowledge base accumulated in the medical industry, the Chatbot in the NGES solution can provide users with personalized materials and targeted summary of key points during the conversation.
After adding AI large model capabilities, Tencent Meeting provides functions such as meeting summary, core content extraction, and intelligent recording.
At the T-Inspire conference, Tencent also released
the latest progress of
the AI-driven drug discovery platform "iDrug"
and
the drug resistance database MdrDB
.
"iDrug" is the first AI-driven drug discovery platform released by Tencent. It is based on the deep learning algorithm independently developed by Tencent AI Lab. It also provides database and cloud computing support for in-depth integration with drug research and development needs. According to reports, the "iDrug" platform has the ability to accelerate the discovery of both small molecule drugs and large molecule drugs.
In terms of protein structure prediction, the new algorithm framework tFold developed by the platform has proven its innovative value and effectiveness on the international authoritative testing platform CAMEO, maintaining the weekly championship for several consecutive months;
In terms of predicting the ADMET properties of drugs, 70+ ADMET properties have been developed and put online, and through data training combining physical characteristics and cooperation with pharmaceutical companies, it has been proven that it can surpass mainstream software;
Two different strategies of skeleton hopping algorithms were developed to discover nM-level lead compounds, which were effectively proven in 3-4 projects. Reinforcement learning technology was also introduced to achieve 97% of the generated molecules meeting the requirements in the generation of small drug molecules. .
The drug resistance database MdrDB is currently the world's largest structure-based database on the impact of complex protein mutations on drug resistance. The relevant content has been included in the Communications Chemistry journal under Nature, with a sample size of 100,000, ranking second in the industry. 100 times.
At the same time, the rich amount of data provides sufficient training samples for AI to conduct drug resistance testing. The accuracy of AI resistance prediction using MdrDB has been improved by 30%.
Currently, MdrDB is fully open to industry and academic institutions. More than 3,700 users and institutions from 47 countries and regions on 6 continents have accessed and called the MdrDB drug resistance database.
03
Connection, data, and ecology are the three major directions of digital and intelligent transformation of pharmaceutical and medical devices.
Tang Daosheng, Senior Executive Vice President of Tencent Group and CEO of the Cloud and Smart Industry Group, mentioned in the opening speech of the T-Inspire conference that the touch points for integration and innovation of digital technology and the pharmaceutical and medical device industry are becoming more and more extensive, and technologies such as cloud computing and AI have become industry An indispensable foundation for innovation.
The wave of digital intelligence in the pharmaceutical and device industry has arrived.
In August this year, the State Council executive meeting reviewed and approved the "Action Plan for the High-Quality Development of the Pharmaceutical Industry (2023-2025)" and the "Action Plan for the High-Quality Development of the Medical Equipment Industry (2023-2025)", proposing to focus on improving the pharmaceutical industry. The level of resilience and modernization of the industrial and medical equipment industries, strengthening the supply capacity of high-end drugs, key technologies, raw materials and excipients, and accelerating the filling of shortcomings in my country's high-end medical equipment are a series of requirements.
With multiple additions such as policy promotion and technological innovation, the digital transformation of the pharmaceutical and device industry continues to accelerate. As a leading technology company that masters the cutting-edge achievements of underlying technologies and has a huge platform ecosystem, Tencent is deeply involved in this wave of digital intelligence.
Wu Wenda introduced that Tencent has now accumulated many products for the pharmaceutical and device industry, including more than 400 self-developed enterprise service products such as Enterprise WeChat, Tencent Conference, and Tencent Cloud that are widely used in more than 30 industries, as well as NGES, smart medicine boxes, AIDD, drug resistance database, large medical model, etc. are self-developed products specially developed for the pharmaceutical and device industry.
The "digital toolbox" composed of these products will help pharmaceutical and device companies transform and upgrade from three directions: connection, data, and ecology.
Qian Min, general manager of Tencent Conference and head of commercialization, shared a short story at the meeting. Her grandfather, a doctor, was a frequent visitor to Xinhua Bookstore when he was young. He would read at his desk until late at night after get off work every day. Books were the only channel for doctors of that era to obtain information.
The world is changing, and the development of technology has opened new windows for practitioners in the medical industry. The industry's road to digital intelligence has been fruitful.
The author of this article, Qiao Yanwei, has long been concerned about the field of medical technology. Welcome to add WeChat interoperability: qiaoyw186 .
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