After the impact of the epidemic has disappeared in 2023, the pharmaceutical industry is facing a critical turning point. Industry policy and the competitive environment of enterprises are looking for a new balance between change and change, and it is likely to set the tone for a long time to come.
But we can still see that positive factors in the pharmaceutical industry are being born. The largest buyer in the pharmaceutical industry: the medical insurance fund has released warmth since the second half of last year, several phenomenal drugs have ignited the public's enthusiasm for pharmaceutical innovation, and capital investment in the pharmaceutical industry has gradually recovered, which are all favorable aspects of the sustainable development of the pharmaceutical industry.
As a solid watchman of the pharmaceutical industry, the Health Knowledge Bureau has been reviewing the development of the industry from different perspectives at multiple levels such as policies, industries, and companies, working hard for good exploration, and appealing for the demands of the industry. Every year, the "Star List of the Year" invites authoritative experts in the industry to select the most noteworthy enterprises, entrepreneurs, products and operation practices in this year from multiple dimensions, leaving our mark in the booming pharmaceutical industry.
This year is the fourth edition of the "On Health - Annual Star List" series of activities, after getting rid of the haze of the new crown, we plan to organize an offline star list conference later on the basis of the previous list, so stay tuned!
On the annual star list of brand communication star
Aier Ophthalmology
China's first eye health science documentary "The Story of the Eye" adopts the narrative strategy of a feature film, and tells the story of the eye from four aspects: the working principle of the eye, reversible and irreversible eye diseases, and the prevention and control of myopia in adolescents in a funny, witty, relaxed and universal tone.
1. "The Story of the Eyes" is a panoramic science popularization of eye health knowledge for the public, creating a professional image of ophthalmology communication in the field of mainland documentaries, and making up for the gap of relevant TV popular science works. The documentary "The Story of the Eye" unveils the mystery of the eye for us around the vision itself, breaks the stereotype of the documentary in our eyes as boring and monotonous, and presents a scientific beauty that is both rigorous and vivid.
2. Invite 18 authoritative ophthalmology experts and 21 doctors and postdoctoral teams to provide professional guidance, so that "The Story of the Eye" can build a bridge of communication and understanding between the medical field and the public, and achieve a breakthrough in the expression of scientific documentaries.
3. When showing different eye diseases such as myopia and astigmatism, the documentary directly shows the perspective of such patients to the public in the form of pictures, which can not only allow people to effectively distinguish the different conditions of the disease, but also play an appropriate role in protecting the eyes.
"The Story of the Eye" innovates popular science eye health knowledge, and has been disseminated more than 300 million times on the whole network. It has attracted more than 5,200 media reports, including more than 800 mainstream media reports, ranking first in the popularity of popular documentaries on the whole network, and more than 4,400 tweets on WeChat and Weibo, covering tens of millions of people. The overall topic of "The Story of the Eye" has been disseminated more than 300 million times, with a total of 15 hot searches on the list, a total of 90 hours on the list, more than 300 million reads of hot topics on Weibo, and 8 million views on the main topics of Douyin and Kuaishou.
The video "The Story of the Eye" has been broadcast nearly 15 million times across the globe. Mango TV's program video has been viewed 3.3 million+ times, the number of viewers of the first live broadcast of the program has been 3.5 million+, the popular video on Weibo has been played 7.7 million+ times, the video account interaction has been liked 20,000+ times, and the popular short video of Doukuai has been liked 20,000+. "The Story of the Eye" has a reputation of 95, and netizens praise the innovation and popular science value of the program.
Reason for selection: "The Story of the Eye" uniquely creates a professional science popularization of ophthalmology, and uses the narrative strategy of feature films, which has a good intuitive effect. Using stories to popularize science, awaken the public's attention to eye health issues after the broadcast, and promote public participation in caring for eyes, has been well received by the medical industry.
Fosun Pharma: The project of the 6th CIIE of Fosun Pharma
During the 6th CIIE, Fosun Pharma presented the latest achievements of open innovation from a global perspective with the theme of "Open Innovation, Building a Healthy China" at Fosun Health's booth in the Medical Devices and Healthcare Exhibition Area of Hall 7.1, among which a number of cutting-edge medical technologies and innovative products made their debuts. Its cutting-edge technologies such as the domestically produced da Vinci surgical robot, CAR-T, and magnetic wave knife have attracted the first reports from the global media.
In the "Communication Influence Report of the 6th China International Import Expo" officially released by the CIIE, Fosun Pharma ranked 28th among the "Top 100 Exhibitors with Comprehensive Communication Influence" in the six exhibition areas, and ranked 8th among the "Top 10 Exhibitors with Communication Influence" in the Medical Device and Medicine and Health Care Zone in Hall 7.1. At the same time, innovative medical products such as the first domestically produced da Vinci Xi surgical system displayed at the FOSUN HEALTH booth have received extensive attention and reports from global media, and have been ranked among the top 50 exhibits in the 6th CIIE.
Reason for selection: Fosun Pharma has participated in the CIIE for six consecutive years, bringing a series of products such as Biomirnaty, Yikaida, and domestic da Vinci surgical robots to China and the world, and also creating an annual peak of Fosun Pharma's communication. Through the CIIE, Fosun Pharma maintains the company's relationship with the public, customers and investors, expands its brand voice and maintains the company's good brand image.
Chang Development: Changping District "Life Valley" industrial cluster
With the "Life Valley" industrial cluster in Changping District as the core, Chang Development is committed to building the "nuclear explosion point" of Beijing's pharmaceutical and health industry, creating the brand concept of the industrial cluster, from the Jingxin Lake of industrial innovation to the vast sea of industrial clusters, with the help of party media, central media and government propaganda resources, detonating and maintaining continuous communication heat, breaking the inherent cognition of "North R&D and South" production.
Through a press conference and an international forum, Chang Development invited urban leaders, review and approval regulators, scientific research institutions, universities, hospitals, investment institutions, etc. to discuss together, forming a strong endorsement and industrial development think tank.
Open up the industrial ecology of government, industry, learning, research, use, medicine, finance, etc., create an innovative atmosphere, and build a nest to attract phoenixes through the leading effect.
With the help of academicians in the park and scientists from top national scientific research institutions, we will carry out precise communication, create a circle effect, and continuously improve the reputation.
Through the strong endorsement of the government, with the help of People's Daily, Xinhua News Agency, CCTV, Beijing Daily, Beijing TV, Beijing News, Finance Associated Press, Sina Finance, Science and Technology Innovation Board Daily, Science, nature, 36Kr, Arterial Network, etc., the exposure has reached 300+ billion as of December 2023.
At present, Changping Life Valley Industrial Base, Life Valley International Precision Medicine Industrial Park, Life Valley International Bioengineering Innovation Center, etc. have formed a brand cluster effect with Zhongguancun Life Science Park, breaking the inherent thinking of Changping without industrialization space from the island to the mainland.
Reason for selection: Changping Development's overall brand communication of the "Life Valley" industrial cluster and the "Life Valley" innovation corridor in Changping District has created the strongest voice for Changping's industrial development, especially through the strong endorsement of the government, with the help of high-end platforms such as People's Daily, Xinhua News Agency, CCTV, etc., to form a multi-level integrated communication, and condense a set of PR+GR+IR+Value+Partne brand marketing model in practice to provide customers with value ecological chain innovation.
Zai Lab: Agamod launches and spreads
In June 2023, the world's first FcRn antagonist, agamod, an innovative drug for myasthenia gravis, was approved in China, becoming the first and only FcRn antagonist approved for marketing in China, rewriting the treatment landscape of myasthenia gravis. Zai Lab has created a complete set of communication plans around this variety.
The drug has only experienced 67 days from approval to domestic marketing, setting a record for the fastest domestic imported biologics from approval to marketing. Zai Lab combined with the "Myasthenia Gravis Care Month" to warm up and fully raise the expectations of clinicians and patients for the approval of innovative drugs, and at key nodes such as maximizing the volume of communication when the product is approved, creating an industry record for commercial listing, and setting the first prescription in many places in the country, it also organized multi-attribute media to fully cooperate to maximize the coverage of the target audience, and made a breakthrough in cooperating with the official WeChat platforms of many tertiary hospitals to carry out popular science releases.
In terms of content form, the patient's video records the mental journey and the satisfaction of returning to normal life with plain and delicate brushstrokes, and arouses emotional identity with a positive and sunny tone; authoritative experts and patient organizations carry out professional science popularization to convey unmet treatment needs and cutting-edge information; different from the traditional commercial listing media conference, a special creative exhibition of myasthenia gravis is set up to help the media intuitively feel the daily life of patients with myasthenia gravis.
Reason for selection: The marketing and communication of Agamod was carried out on multiple event nodes and communication nodes, achieving multiple peaks in the volume of the whole network, especially after the product was launched in China, patients and doctors took the initiative to share information on social media platforms such as Douyin and Xiaohongshu, planting grass with real experience, and realizing the leap from communication to transformation. In addition, more than 20 official micro-platforms of tertiary hospitals or departments have released relevant popular science, and agamod has been repeatedly mentioned, and more than 500 media reports have comprehensively covered party media, television stations, central media, mass media, etc., and have achieved good communication results.
Meinian Health: "Brain Wisdom"
In 2022, Meinian Health released the country's first innovative product focusing on early screening of stroke and Alzheimer's disease, "Brain Ruijia", which applies imaging AI analysis technology and the whole brain standard database of all ages in healthy people in China to identify structural abnormalities and functional degeneration in the early stage of brain disease.
Meinian Health took the lead in the industry to launch the full-process closed-loop management service package product "Lung Toning" for pulmonary nodules AI technology based on thin-slice CT is used to assist in discovering and judging pulmonary nodules and their attribute characteristic values, AI coronary calcification integral detection project is launched to automatically identify the calcification of CT chest imaging branch blood vessels, AI-MDT multidisciplinary expert intelligent health management system is launched, focusing on efficient and intelligent AI health assessment and active care health management, joint diagnosis analysis and evaluation through physical examination reports and questionnaire results, and multidisciplinary experts give personalized customized health management reports to provide customers with personalized health management solutions。
These new innovative products not only bring a good experience to customers, but also reflect Meinian's unique technology label. The future development goal of Meinian Health is to become a leader in science and technology in the field of preventive medicine through continuous innovation. In the future, Meinian Health will continue to develop and innovate core disciplines, and gradually launch innovative products such as vascular health, immunity assessment, diabetes health management, female cancer screening, and liver health.
Reason for selection: In recent years, Meinian Health has comprehensively accelerated its digital operations, committed to the wide application of AI technology, and promoted the continuous innovation of medical service models and products. Under the guidance of the digital strategy, Meinian Health is currently upgrading from a leading enterprise in the preventive medicine track to a leader in all-round and full-life cycle digital health management.
Gan & Lee Pharmaceutical: Jointly build the "Belt and Road" and go overseas for brand communication
Gan & Lee is committed to building the brand image of an international first-class pharmaceutical company and bringing national brands to the world. For a long time, the company has cooperated with the International Diabetes Federation (IDF) on a number of overseas projects, covering patient care, drug popularization, international academic exchange conferences, etc.
In the past year, Gan & Lee has supported IDF to carry out a series of diabetes-related publicity activities, which has further enhanced the global awareness and influence of the company's brand. In June 2023, Gan & Lee Pharmaceutical participated in the 83rd Annual Scientific Meeting of the American Diabetes Association (ADA) and appeared in the form of a booth on one of the world's largest international academic stages, enhancing the company's brand awareness in the field of diabetes treatment in the world and paving the way for the company's diabetes-related products to be marketed and sold in the European and American markets.
Since September 2021, Gan & Lee Pharmaceutical, together with the China Health Promotion and Education Association, the Diabetes Education and Management Group of the Diabetes Society Branch of the Chinese Medical Association, and the Beijing Diabetes Prevention and Control Association, has jointly held a micro-video screening activity with the theme of "Xiulin Story Collection" to help achieve the vision of "Healthy China 2030" and the United Nations World Diabetes Day "Diabetes Health Management for All".
Reason for selection: Gan & Lee Pharmaceutical adheres to the corporate culture of "scientific extreme", creates trustworthy products with industry-leading product standards, process standards and quality standards, and actively goes to the world as a national brand, making its own voice to provide high-quality products and services for diabetic patients around the world.
Edit | Jiang Yun Jia Ting
Operations | valley