In recent years, under the dual impetus of medical reform policy and the COVID-19 epidemic, China’s pharmaceutical digital marketing has reached a new level. Both doctors’ recognition of digitalization and compliance methods and the urgency of medical enterprises to carry out digital marketing have reached a new peak.
As the core product of pharmaceutical digital marketing, the demand for virtual representatives is increasing rapidly in pharmaceutical enterprises and medical device enterprises. There are many digital marketing methods and platforms, but doctors are always the main target, and doctor visits are always the bottom foundation of marketing, so digital marketing must be inseparable from the virtual representative platform.
Recently, UDESK, a leading artificial intelligence company and customer experience solution provider in China, launched a virtual representative session analysis enabling platform based on its insight into the medical field and accumulation of AI capabilities.
Upgrade from communication tools, smart platforms, to community operation capacity
For medical enterprises in The Chinese market, pharmaceutical digital marketing has already changed from a “better option” to a “necessary choice”.
From the perspective of the policy environment, the implementation of hierarchical diagnosis and treatment, consistency evaluation, 4+7 volume procurement, DRGs and other policies, the traditional offline visit encountered obstacles, pharmaceutical marketing rapidly to the digital direction of transformation.
From medical resources trends, medical resources continued to sink at the grass-roots level, number of grassroots medical institutions, health institutions in China is close to million, quantity but geographically dispersed, offline visit to the touch of broad market at the grassroots level need to be efficient, low cost, compliance permeability grassroots medical market, further has given rise to medical digital marketing demand.
In the traditional pharmaceutical marketing system, offline representatives are the main body, and virtual representatives are naturally the key elements in the era of compliant and efficient digital marketing.
Virtual representation has the characteristics of wide coverage, high efficiency and low cost, and highly fits the digital marketing needs of pharmaceutical enterprises. UDESK said: “virtual representatives are divided into three stages, the first is a communication tool, and doctors to communicate with the digital method, followed by an intelligent platform, a lot of dialogue, data for intelligent audit, analysis, finally is to be able to and representatives of offline and medical institutions, drug stores, forming a good interaction, community operation ability.”
However, there are two major problems in the segment market of virtual representatives. One is that there are few related products, which are far from meeting the strong demand of medical enterprises. The other is that most platforms are still in the stage of communication tools, which fail to realize efficient and accurate marketing in the real sense.
On the one hand, a virtual representative platform has a high technical threshold, requiring IT technology, AI and big data accumulation. On the other hand, the medical threshold is high, and the compliance requirement is a great test. UDESK, an ARTIFICIAL intelligence company that has been working in the medical field for many years, has keenly sensed a new opportunity due to the awkward situation of the virtual representative platform.
UDESK has an R&D team of more than 300 people. Relying on cloud computing, big data, AI and other core technologies, UDESK creates domestic leading integrated customer life cycle solutions. Five product matrices have been formed, including intelligent customer service system Udesk, intelligent product line GaussMind, Wefeng SCRM based on enterprise WeChat, sales and service integration platform ServiceGo and intelligent customer experience management platform CusBridge, to apply full-dimensional intelligent systems to all scenarios of enterprise customer service. Help enterprises realize the digital and intelligent transformation of customer relationship management.
At present, UDESK serves more than 50,000 customers, including more than 60 Fortune 500 companies and more than 150 Fortune 500 companies in China, and holds the record of the highest amount of public financing in the industry.
Solve the problems of accuracy and compliance of pharmaceutical marketing harnessing the AI technology
From its inception, medical care has been one of UDESK’s key areas of focus. In recent years, UDESK has noticed that virtual representation is becoming a new business model under a series of health reform policies. “We quickly customized and upgraded our existing products and built a virtual representative platform, relying on our previous technology reserves and experience in AI implementation and community operation in various fields.”
It’s no secret that even the biggest tech company’s foray into health care can be uncomfortable. Why has UDESK been able to forge ahead in the medical field over the years? What is the support of this launch of virtual representatives?
Medical insight is the primary premise of developing all medical products. Virtual representative platform developers tend to be mainly IT enterprises, medical knowledge precipitation is a big shortcoming. But UDESK is rooted in the medical field, has a professional medical team, is customer-oriented, and formulates strategies based on the actual business and market environment, rather than creating a floating high-tech product.
AI capabilities are an indispensable foundation for virtual representation platforms. The “original heart engine” developed by UDESK relies on ASR-NLP speech semantic fusion to create an engine capable of understanding semantics through scene reproduction, speech semantic fusion and adaptive learning. In addition, UDESK has a unique speech semantic recognition model in the pharmaceutical industry, with medical word recognition up to 97%. Engine “rely on” the original heart, UDESK can help medical enterprise digitalization construction of knowledge base system, through internal and external data, to realize intelligent search, intelligent recommendation, comprehensive intelligent knowledge management, and to achieve real-time knowledge recommended auxiliary, session, quality analysis, build the doctor portrait, precise matching related drugs, intelligent robot automatic consulting, pay a return visit, Realize intelligent service.
In addition, the pharmaceutical industry has high compliance requirements, so it is necessary to ensure compliance of sales behavior and communication process. UDESK has the level 3 qualification of equal protection, call center business license, ISO27001 information security certification, etc., and realizes the digitalization and traceability of the whole process, ensures the implementation of project compliance, intelligently identifies compliance risks, avoids 100% compliance risks, and greatly reduces the time and cost of compliance team through AI.
Data provided by UDESK shows that its virtual representative platform can reduce low-value communication, improve communication skills by 100%, reduce staff training time by 80%, and improve staff performance insight by 200%.
Virtual representative helps marketing to return to the essence of academic promotion
In the future, the trend of pharmaceutical digital marketing will be further accelerated. Under the circumstance of limited promotion costs and strict compliance requirements, medical enterprises need to cover more doctors and extend their reach to a broader grassroots market. The demand for efficient communication methods and community operation will increase, and doctors will have a stronger demand for professional medical knowledge, returning to the essence of academic promotion.
Therefore, the rapid popularity of the virtual representative platform is not unexpected, which is an important path for the long-term and sustainable development of pharmaceutical marketing.
Under the tuyere of pharmaceutical digital marketing, the virtual representative platform is the key product of UDESK. Next, the company will continue to promote cooperation with numerous medical customers, consolidate AI capabilities, medical capabilities and innovation capabilities, and meet the diversified needs of different customers for the virtual representative platform.
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