Conference Overview | The 4th Health Communication Forum concluded successfully: Digital intelligence driven, value reshaping

The 4th Health Communication Forum, hosted by Beijing Zeqiao Media Technology Co., Ltd. and co-organized by Shangyicheng (Beijing) Science and Technology Culture Group, Information and Big Data Branch of the Chinese Society of Ethnic Medicine, and iResearch Consulting, successfully concluded at 17:30 on the afternoon of January 19, 2021.

(Guests from left to right)

This forum was honored to invite Zhao Yajuan, Director of the Publicity Department of Beijing Yizhuang Economic Development Zone, Wang Lei, Global Executive Vice President and President of International Business and China of AstraZeneca; Jin Lei, General Manager of Jinsai Pharmaceutical; Duan Xiaoxia, Chairman of Beijing Zeqiao Media Technology Co., Ltd.; Fang Fang, Managing Director of iResearch, and Chen Jingqian, Associate Professor and Master Supervisor of the Department of Communication, School of Language and Communication, Beijing Jiaotong University; Wang Lei, Associate Researcher of the Chinese Academy of Sciences and Chief Engineer of the Internet Big Data and Security Informatics Research Center; and Bo Shining, ICU doctor of Peking University Third Hospital and host of the Get column; Teng Wentian, former spokesperson of the Ministry of Commerce Society and CCTV host; Ren Hanzong, General Manager of the Audio Division of Zeqiao Media (formerly a neurosurgeon at the PLA General Hospital); and Chi Yuting, General Manager of the Health Division of Zeqiao Media, all of whom attended the forum.

This forum was broadcast live simultaneously on eight major platforms, including Yishiping, NetEase, Phoenix Live, China Net++, Yizhibo, Sina Live, Tencent Live, and Zeqiao Doctor. The meeting lasted nearly four hours and achieved nearly 1.575 million views in total, realizing the all-round transmission of industry information. This forum is based on the pharmaceutical industry, and from the dimensions of large cycles and small cycles of enterprises, it deeply discussed the space for mobile volume under the pressure of medical and policy reforms and how digital management can be linked to media communication to help enterprises with digital transformation and brand reshaping, as well as how to transform efficiency and enter incremental blue oceans. The content was wonderful and won unanimous recognition from senior experts in the field of medical and health communication!

At the opening of the meeting, Duan Xiaoxia, Chairman of Beijing Zeqiao Media Technology Co., Ltd., delivered a warm speech. Chairman Duan Xiaoxia said: "Beijing Zeqiao Media Technology Co., Ltd. hopes to build a platform for communication and sharing. Through a series of cutting-edge interpretations such as new technologies, new scenarios, new approaches, and new applications, it will explore development trends and analyze marketing strategies for pharmaceutical companies; dig deep into industry pain points and deconstruct practical cases for medical companies; and explore communication methods and sort out promotion directions for the health industry. At the same time, it was also expressed that the forum hopes to let more people have a newer understanding of the importance of health communication. The content of the speech is passionate and encouraging, bringing hope and dawn to the digital development of the medical industry!

Afterwards, Zhao Yajuan, Minister of the Publicity Department of Beijing Yizhuang Economic Development Zone, gave a congratulatory speech at the opening of the conference. As the leader of the Yizhuang Management Committee, Minister Zhao Yajuan launched a number of favorable measures for many enterprises in the Yizhuang area during the epidemic to help enterprises survive! She took the opportunity of the opening of the "Fourth Health Communication Forum" to express that the holding of this forum is of great significance to the entire health field and to the whole society! The development of health communication has become a general trend. In the new era, it is even more necessary to base on the new needs of the people, promote new voices in the health industry, and promote new changes. She also said that all the guests and the general public are witnesses and participants of this great change, and wished this forum a complete success!

At this forum, Fang Fang, Managing Director of iResearch, delivered a keynote speech on the "2020 China Internet Professional Medical Content Industry White Paper". According to iResearch's user survey, compared with the usual online medical consumption during the epidemic, the monitoring of family health indicators, which was not valued before, jumped to the third place during the epidemic, and the rate of appointment registration during the epidemic was significantly lower than usual. These all reflect that in order to avoid going to small areas with dense crowds during the epidemic, more and more people are trying the online medical consultation model or consumption model of Internet + medical care. The 2020 epidemic is like an invisible hand, forcing more users to contact and adapt to online medical consumption habits.

She said: Mobile medical apps have developed a relatively mature business model. According to the functions of mobile medical apps, we can divide them into online medical consultation, appointment registration and guidance, medical e-commerce services, health management, and vertical niche categories, covering four main scenarios: obtaining information, remote consultation, online drug purchase, and disease management.

"Zeqiao Doctor" launched by Beijing Zeqiao Media Technology Co., Ltd. has created a new era of "immediate medical assistance". As an immediate medical assistance tool, with the help of the artificial intelligence program "Zeqiao Brain", patients can find relevant information in every scene during the disease process, helping users to form systematic thinking and the ability to distinguish between truth and falsehood in medical popularization, and reduce anxiety and blind obedience.

Teng Wentian, former spokesperson for the Ministry of Commerce and CCTV host, delivered a keynote speech entitled "The Enlightenment of Content Marketing Trends in the Era of Consumption and Technological Innovation to the Medical Industry".

He first used China's proper anti-epidemic methods and efficient epidemic prevention strategies to express that China's economy has achieved acceleration. In the acceleration of the economy, consumption and technological innovation play an important role in the content marketing trend. First, he introduced the new marketing logic closed loop of "new consumption relies on the inspiration of new communication, new communication is based on the reach of new technologies, new technologies create changes in new scenarios, new scenarios promote the transformation of new channels, and new channels open up the use of new tools" through the consensus that "we are experiencing an era of dual-phase evolution and integration of surging consumption flow and iterative technology flow".

In the following speech, he elaborated on the three aspects of "the new consumption wave is interpreting the unstoppable; the new technological revolution is interpreting the rapid expansion; the new marketing trend is reflecting the breakthrough growth". In the content marketing trend analysis, he cited the cases of pharmaceutical and medical enterprises and products such as "AstraZeneca, Bayer, Guangyuyuan, and Zeqiao Medical Screen" to verify the four major development trends of "chasing hot spots is not as good as finding the ignition point; telling story points is not as good as telling story lines; empowering Internet celebrities is not as good as cultural empowerment; bundling with self-media is not as good as holographic hyperlink". Finally, he emphasized again that content-driven brand building must enhance the user's connection power, the scene expansion power, the brand's emotional power and the interactive power of value.

In his speech, he mentioned that Beijing Zeqiao Media Technology Co., Ltd. launched Medical Video Screen, a visual professional medical APP designed for grassroots doctors. While producing professional medical teaching content, it also accurately disseminates it through its own APP, public accounts, video accounts, Douyin, Toutiao and other full media matrices. It is also disseminating content through multiple channels such as the training student section of the Health Commission's Energy and Health Center and the own screens of major grassroots hospitals, and superimposing the latest technologies such as artificial intelligence, big data, 3D, VR, etc. to achieve a holographic hyperlink with users.

Chen Jingqian, associate professor and master supervisor of the Department of Communication, School of Language and Communication, Beijing Jiaotong University, delivered a keynote speech entitled "Guidelines for Optimizing the Communication Effect of Medical and Health Media under the Trend of Platformization". Professor Chen Jingqian's report, starting from the public health communication system for the public, called on medical and health media to give full play to their initiative and carry out public health education in this multi-faceted social co-governance health communication system arrangement. Taking the optimization of graphic design of lung cancer popular science courses on mobile APP as an example, Dr. Chen Jingqian conducted a mixed study based on eye tracking experiments, examining the attention allocation mechanism of more than 100 subjects when reading health and medical mobile APP posters, and the decision-making behavior analysis of course purchase intention.

Zeqiao Doctor, launched by Beijing Zeqiao Media Technology Co., Ltd., is a visualization platform for instant and accurate acquisition of medical and health information. It aims to change the traditional scattered and fragmented way of obtaining information, and provide systematic, visualized, humanized, scenario-based, and patient-centered information. With the help of the artificial intelligence program "Zeqiao Brain", people can find relevant information in every scenario when encountering the disease process, helping people to form systematic thinking in medical popular science and the ability to distinguish truth from falsehood, and reduce anxiety and blind obedience.

Wang Lei, associate researcher at the Chinese Academy of Sciences and chief engineer of the Internet Big Data and Security Informatics Research Center, delivered a keynote speech entitled "New Model of Market Analysis and Marketing Driven by Big Data Intelligence".

Jin Lei, general manager of Jinsai Pharmaceutical, delivered a keynote speech entitled "The Scientificity and Public Welfare of Health Communication". General Manager Jin Lei Jin Lei mentioned that the integration stage of China's Internet and medical care has changed from 1980 to 2020. The first stage is the PC Internet stage, represented by the PC-to-Internet era, which provides one-way medical content such as appointment registration, waiting, and mobile payment to C-end users, with almost no interaction between users and medical units. The second stage is the mobile Internet stage, represented by the mobile Internet era, to establish a closer relationship with C-end customers, launch one-question-one-answer services such as online consultation and CDSS (clinical decision support), and the rise of medical e-commerce. In addition to common B2C services, it also provides online orders and offline all-round O2O models. The third stage is the all-round integration stage, which is mainly based on all-round and multi-level interactions. Consultation, prescription, drug delivery, and insurance form a complete industrial closed loop. Relying on smart hardware and artificial intelligence to build health big data for a certain group of people, relying on big data support to carry out deeper cooperation with a large number of B-end and G-end users.

Wang Lei, Global Executive Vice President, International Business and President of China at AstraZeneca, delivered a keynote speech entitled "Strategic Layout of AstraZeneca's Innovation Ecosystem in China".

President Wang Lei started with the multi-faceted impacts of the COVID-19 pandemic on the medical industry, describing how digital technology has enabled the rapid development of Internet medical care and e-commerce platforms in the medical industry, giving rise to nearly 600 billion in demand for Internet medical services. The pandemic has exposed the need to strengthen primary medical service capabilities, and the general practitioner system, community health service centers, village clinics and other primary medical and health institutions will become development priorities.

Bo Shining, an ICU doctor at Peking University Third Hospital and moderator of the Get column, delivered a keynote speech entitled "Doctor's Popular Science - The Value of Words and Responsibilities in the Age of Traffic".

At the climax of the meeting, Ren Hanzong, General Manager of the Audio Division of Zeqiao Media (formerly a neurosurgeon at the PLA General Hospital), gave a speech titled "Real-World Exploration of Diversified Medical Communication Scenarios", which mainly described from four aspects how to use diversified communication methods for effective medical communication in the real usage scenarios of doctors.

First, we talked about what is effective medical communication and what kind of communication doctors need. The practicality of the content, and then the convenience of use. So what is practical and what is convenient? Ren Hanzong said: "In the past, the content evolved from pictures and texts to whole videos. People spent a lot of time focusing on just a few minutes of content. In addition, the previous communication was fixed, such as TV, CDs, and even USB flash drives. They all required a fixed carrier to achieve, which was difficult to meet the real needs of the immediate solution in reality. So the result is that accurate content is conveyed with the network communication carrier, which is the real need of doctors in actual scenarios."

He emphasized that through the dissemination of content generated by real needs, doctors can be accurately empowered to become better versions of themselves, and the empowerment of dissemination methods, content output, interaction between doctors, and the IP personality of the doctor themselves can be accomplished through the Internet. Based on the above logic, they launched the country's first professional medical audio App [Yijie].

It mainly uses audio to deliver professional medical content, integrating experts and artificial intelligence voice to complete the construction of platform courses. The platform content covers the rigid needs of grassroots medical and nursing groups and medical students, and realizes the core function of immediate empowerment, allowing users to quickly solve their own problems. Their slogan is, [Yijie] App, be the doctor's staff, and become a trusted professional medical knowledge supplier.

At the forum, Chi Yuting, general manager of the health division of Zeqiao Media, delivered a keynote speech entitled "Health Communication Reshapes the Link Between Doctors and Patients". She mentioned that the dissemination of networked medical knowledge has quietly changed the link between doctors and patients in the post-epidemic era. On the one hand, the effective dissemination of medical and health knowledge has changed the previous position of doctors as the leading role in diagnosis and treatment. Through Internet search, the presentation of the entire process of disease diagnosis and treatment allows patients to easily receive relevant information, clears the communication barriers between doctors and patients, and enables doctors and patients to move one step closer to the vision of jointly formulating treatment plans; on the other hand, in the face of uneven online health knowledge, the role of doctors has added the responsibility of "internet rumor refutation". It has become a new responsibility for doctors to deliver true and accurate health science popularization content to those in need. Let "reliable" popular science knowledge be deeply rooted in the hearts of the people, and let false popular science knowledge have nowhere to hide.

"Instant self-help, you will learn it at a glance" is also the latest concept proposed at this forum. The "Zeqiao Doctor" mobile client under Zeqiao Media Technology Co., Ltd. has created a new era of "instant medical assistance". Through concise and easy-to-understand videos and graphic content, it informs users of professional and practical health knowledge at the first time, and serves as the "first person" for self-diagnosis and treatment outside the hospital.

The last part of the forum was a half-hour roundtable forum, hosted by Fang Fang, Managing Director of iResearch, and the guests were Wang Lei, Global Executive Vice President, President of International Business and China of AstraZeneca; Chen Jingqian, Associate Professor and Master Supervisor of the Department of Communication, School of Language and Communication, Beijing Jiaotong University; and Jin Lei, General Manager of Jinsai Pharmaceutical. The core discussion was on two topics: Topic 1: How do you view the path of digitalization and research integration in the medical industry? Topic 2: In an era of uncertainty, how do you view the new opportunities and challenges brought by digitalization? The discussion was heated, far-sighted, in-depth and meticulous, and in-depth communication across disciplines was carried out. The meeting ended at 17:30!

This conference not only presented a treasure trove of industry classics, but the live virtual synthesis technology used in the conference was also refreshing, with a novel and unique form, achieving a virtual merger of scenes across spaces in Shanghai and Beijing, winning unanimous admiration and recognition from both inside and outside the industry. We also hope that Beijing Zeqiao Media Co., Ltd.'s live broadcast technology will be taken to a higher level and make greater contributions to the industry and even society!