Peptide chain original production
The author | Mu Bai
"This epidemic has made everyone realize that only when everyone does their own health prevention and management, the health of the whole society can be better guaranteed." In the post-epidemic era, the national basic nutrition and health care awareness and health care needs will have a wave of comprehensive improvement, with the mentality of 'disease prevention is better than treatment', nutrition and health care categories will return to the rapid growth channel. ”
——Zhang Yi, Director of China Medical Affairs department of GlaxoSmithKline Consumer Health Products
One | four trends
In the post-epidemic era, the unprecedented improvement of consumers' awareness of self-health management and the rapid release of consumer demand have led to an unprecedented prosperity in China's health consumer market.
How to quickly seize the opportunity of the new crown epidemic to change China's consumer health concepts, consumption behaviors, purchase channels, etc., build consumer awareness, and help consumers effectively manage health for a long time is an opportunity that any company in the field of healthy consumption cannot miss.
"Just like we have handed over a very successful answer sheet in epidemic prevention and control, the epidemic has made us see more awareness of health management, rather than focusing on the treatment end as in the past." From governance to prevention, it is a major change in the collective consciousness of our entire society. ”
In the course of the dialogue with Peptide Chain, GSK Zhang Yi repeatedly mentioned that this collective consciousness turning to the "anti- end" is a fundamental change for the realization of the long-term goal of "Healthy China 2030" and for the health management of each individual.
Yi Zhang, Director of China Medical Affairs, GlaxoSmithKline Consumer Health Products
And this transformation has already happened quietly. Through the big data of various e-commerce platforms, GlaxoSmithKline (hereinafter referred to as "GSK") found that the entire consumer health care product category has poured into a large number of new consumers, such as the penetration rate of consumer health care products in the post-95 population is very high, and the trend of rejuvenation is significant.
At the same time, these young consumer groups are also more likely to accept online consultations, online hospitals, online drug purchases, etc. to solve health problems in digital ways, thus driving the overall structure of the market, and consumers' demand for digital health management is growing rapidly.
In addition, during the epidemic period, a large number of consumer behaviors occurred on mobile terminals such as mobile phones, and consumers' stickiness to mobile terminal devices and the mobility of consumption behaviors have been continued or even enhanced in the post-epidemic era.
In summary, GSK has sorted out four main trends in the self-health management needs of Chinese consumers: self-awareness, youthfulness, digitalization and mobility.
In response to this "four modernizations" trend, GSK also quickly adjusted its market strategy and responded: in February this year, GSK set up an O2O team, and reached in-depth cooperation with the domestic local consumer service giant Meituan in August to build a pharmaceutical O2O model based on local life services; in October, it reached a strategic cooperative relationship with Dingdang Fast Medicine, with the help of Dingdang Fast Medicine's "Internet Medicine + Medicine" service ecology, to achieve "diagnosis and treatment - drug purchase" online medical and health integration services.
"As a leading company in the world's consumer health products, based on the needs of the entire Chinese society, GSK quickly uses our professional capabilities to help the daily health management of the public, which is an opportunity that we must seize."
Empowered by | technology
At the Shanghai Expo in early November, in addition to more than 70 products such as Centrum, Calci, ComfortDa, Fenbide, Buttalin, and Baiduobang, the 4 innovative health management self-test tools displayed by GSK Consumer Health Products were particularly eye-catching:
These include: "Comfort Smart Tooth Sensitivity Test" that can help consumers understand the health status of their gums anytime and anywhere; "Butalin Intelligent Posture Detection Mini Program" that can check their physical condition at any time and understand the pain risk and related knowledge; the "Dietary Nutrition Self-Test Tool" that can provide dietary advice and nutritional guidance; and the "1-minute Osteoporosis Risk Test" that helps consumers pay attention to bone density problems.
"Many people think that only the elderly have osteoporosis, but in fact, osteoporosis is an age-related 'silent and silent' disease, which will lead to an increase in the disability rate and mortality rate of patients, and a decline in quality of life."
Taking osteoporosis as an example, Zhang Yi told Peptide Chain that due to the lack of management tools and solutions, the vast majority of patients themselves have little ability to actively manage.
Therefore, GSK hopes to help consumers assess the risk of their own osteoporosis, so that people can take early action to prevent problems before they occur, so it has developed a test tool according to the International Osteoporosis Foundation (IOF) "1 Minute Osteoporosis Risk Assessment", a two-dimensional code can help everyone to carry out convenient self-test of osteoporosis risk.
In fact, the public's demand for their own health management is becoming more and more diverse, refined and complex, which is a new challenge facing the field of medical and health services.
Zhang Yi believes that the integration of medical treatment and technology can help different people monitor their health on a daily basis with high efficiency and high quality. Technological innovation will continue to play a leveraged role in the field of medical and health care, helping medical services to transform from "disease-centric" to "health-centered", so that everyone can assume the first responsibility for their own health.
Of course, this "first responsibility" also requires more "management tools", which requires companies like GSK to innovate products and services in response to the diversified needs of Chinese consumers.
Although the public already has a sense of prevention-oriented health management and pays attention to the prevention and treatment of minor diseases, it is still generally lacking the ability to "find minor diseases" due to the reserve of professional knowledge. For example, many consumers are unaware of their tooth sensitivity and simply boil it down to uncomfortable teeth, but this is likely to be a sign of a disease.
GSK's "Comfort Smart Tooth Sensitivity Detection" can allow consumers to grasp the health status of the gums at any time through the smart tooth sensitivity self-test, timely discover the hidden dangers of gums and tooth sensitivity, and further understand the knowledge of sensitive teeth and oral care.
"These tools we have launched, whether it is the daily health management of the public or self-assessment, are as simple and grounded as possible to meet the public's information demands in health management; on the other hand, we have been working with professional associations and organizations to use GSK's expertise and data to support professional guidelines and expert consensus, so as to support the further improvement of professional education."
In Zhang Yi's view, whether it is high-quality products or technical tools, it is necessary to consider how to support the entire "China 2030" and the daily health management issues of the public in an all-round and holistic manner.
Three | the second half of "Healthy China"
In December 2018, GSK and Pfizer joined forces to form the world's largest consumer health products business after merging their respective consumer health care businesses, and China is one of the most important markets for GSK consumer health products.
Zhang Yi's Medical Affairs Department is an important department that serves GSK's consumer health products and coordinates and empowers internal and external professional affairs under the guidance of the national strategic goals of "Healthy China 2030" and the corresponding strategic framework formulated by the company, and cooperates with external professional societies, organizations and experts in project cooperation.
At the Expo, GSK Consumer Health Products signed a strategic cooperation agreement with the Chinese Nutrition Society, which is also the fourth consecutive year that the two sides have reached cooperation, aiming to "Healthy China 2030" into the second half of the stage, and jointly promote important projects such as "Healthy China, Nutrition First" national nutrition and health education.
In the cooperation in 2021, the two sides will pay more attention to consumers' online and offline nutrition education to help residents self-care. In the future, the two sides will promote the self-test tool for residents' dietary intake on the main platform of the Chinese Nutrition Society, and at the same time use the National Nutrition Week to carry out scientific education on nutrition knowledge.
In fact, the Chinese Nutrition Society is only one of GSK's important partners in China. GSK consumer health products have been cooperating with government agencies, health institutions, scientific research institutions, corporate partners, etc., focusing on project cooperation and resource sharing around the ability training and business exchanges of professional medical personnel and professionals, and the dissemination and education of popular science knowledge to the public.
"The ultimate goal is to join hands with the resources of all parties in society to help 'Healthy China 2030' in multiple dimensions." In China, we already have our own R&D team to provide a wide range of new products and services based on insights into Chinese consumer needs. Zhang Yi said.
Regarding the future, GSK consumer health products have increased investment in providing Chinese consumers with innovative new health management technologies, and GSK has also formulated a development strategy that conforms to consumer trends, focusing on accelerating digital transformation to better integrate into the Chinese market.
On the one hand, GSK cooperates with a number of local Internet companies to provide health services and improve the accessibility of drugs with the help of innovative means such as "Internet + medical".
In September this year, GSK Consumer Health Products and Alibaba Group's digital marketing platform Alimama signed a brand joint growth plan (JBP) to join Alibaba's "digital captain", and the two sides will carry out in-depth cooperation covering two major areas of marketing and business.
GSK consumer health products has also established a "China Consumer Data Platform and Social Customer Relationship Management Platform" in China to engage more targeted, relevant and efficient interactions with consumers.
In terms of technology-enabled medical services, GSK has cooperated with a number of local Internet companies such as Alibaba Health and JD Health to improve drug accessibility with innovative means such as "Internet + Medical", and to build a digital health ecosystem in the fields of big data application, marketing model innovation, and professional services.
In the exploration of promoting the new retail field of consumer health care products, GSK is expanding new channels of pharmaceutical O2O, and its cooperation with Meituan and Dingdang Fast Medicine is based on the pharmaceutical O2O model of local life services to achieve online medical and health integration services for more patients.
"GSK Consumer Health Products has accumulated strong professional knowledge and capabilities in the field of 'self-health management', and through a strong product portfolio and innovative health management technology, it provides Chinese consumers with perfect self-health management solutions and improves the quality of life."
For the future, Zhang Yi told Peptide Chain that GSK will still focus on the health needs of Chinese consumers and make the best efforts to do more, "which is the culture of GSK.".