1., from the perspective of product manager, political economy is based on political phenomena to understand economic phenomena, and further from economic phenomena to deduce the causes of political phenomena.
The research object of political economy is the social relations of production and the law of its development.

1. Productivity determines production relations
A core point of view in Marxist political economy is that productivity determines production relations, and the contradictory movement between productivity and production relations is the core driving force for social development.
Productivity is the ability of the whole society to produce material goods (and provide services). In the case of the pharmaceutical industry, for example, the output and sales of drugs.
Productivity determines production relations. Productivity drives the relations of production to move forward, which is the fundamental reason why all business models in China have emerged one after another in the past two decades.

2. Average profit and production price
Industrial capitalists (pharmaceutical manufacturers) have to cede a portion of their profits to commercial capitalists (marketing and promotion service companies), and the profits earned are lower than the average profits.
The cost of goods (drugs) in circulation is the key between production and sale.
The reason why industrial capitalists (pharmaceutical manufacturers) are willing to cede this surplus value is because commercial capitalists (marketing and promotion service enterprises) have an advantage in the field of circulation and can help industrial capital sell the goods produced and realize the value and surplus value.

The essence of 2. marketing is data
Is a meeting in the pharmaceutical industry called marketing? Obviously not.
Does the doctor really have a meeting? Who pays for the meeting? Who needs these meetings? Who pays for the medical marketing?
In my opinion, the ultimate goal of the "meeting" is to digitize the front end of the economic behavior link, display marketing methods through data, and optimize marketing strategies through data.

The essence of 3. data is service
There is no marketing in the pharmaceutical industry, the productivity is relatively lagging, and there are more friction points, so the "marketing" relationship lubricant is needed.
The pharmaceutical industry has great potential for digital development, and the application of digitalization will bring higher growth to the pharmaceutical industry.
We build a data management system using three major cases of digital services in pharmaceutical marketing as an example:
Beneficiaries of pharmaceutical digital marketing services: mainly pharmaceutical companies, pharmaceutical representatives, doctors and patients. The value provided by the Easy Drug Cloud is as follows:
1) Value obtained by pharmaceutical companies
The platform helps pharmaceutical companies control marketing costs, improve marketing efficiency, reduce gray areas in the marketing process, and improve compliance and safety in pharmaceutical marketing. After being used by pharmaceutical companies, they can not only establish a compliance evidence chain quickly and at low cost, but also obtain content precipitation, user precipitation and data precipitation, assist pharmaceutical companies to flexibly use internal data, improve the efficiency of marketing links, and make drug circulation links more efficient.
2) The value obtained by the medical representative.
It is mainly reflected in helping medical representatives to improve their professional academic promotion capabilities. Through the online platform, regional restrictions can be overcome, pharmaceutical companies can help achieve greater promotion and coverage of materials, while improving the effectiveness of pharmaceutical representatives in completing academic promotion and other marketing activities, and improving work efficiency and effectiveness.
3) The value obtained by the doctor
The platform helps doctors participate in academic conferences online, conduct academic exchanges freely, improve their own value and acquire wider knowledge. Doctors can learn about the latest drug knowledge through the Yiyao Cloud Doctor Platform App. Get the latest patient information; You can also find doctors and patients who resonate with you.
4) The value received by the patient
The platform helps patients reduce the price of drugs, shorten the path of drug purchase, and can quickly obtain key information such as medication advice and medication channels. Through the E-marketing marketing program, patients can obtain recruitment information, large-scale case recruitment and other information, in addition to access to disease and drug knowledge. Doctors can also follow up patients to build a good foundation for big data collection and analysis.
In summary, the digital marketing SaaS platform of Yiyao Cloud Pharmaceutical, through the business needs to restore the scene, through the underlying data of pharmaceutical enterprises, to achieve the whole chain of the whole process solution. This is the core value we offer.

4. pharmaceutical marketing three major economic basis
There are three economic bases for pharmaceutical marketing: doctors, representatives, and pharmaceutical companies.

Fine Operation of 5. Pharmaceutical Marketing
The purpose of refined operations is to build a complete product system, deliver core values, and provide high-value services.
Through data analysis, variables related to hospital sales, such as channels, behaviors, feedback and other information, are all linked to the optimal solution to complete intelligent detection and behavior correction, thus promoting hospital sales and realizing the role of intelligent auxiliary decision-making.
The purpose of building an intelligent auxiliary decision-making model is to build an online scene through Internet products, collect the data deposited in the customer's online scene, analyze and visualize it.
There are four steps to build an intelligent decision-making model: the first step is to complete data collection and sorting. The second step is to realize data analysis and visual display. The third step is to complete the data refinement analysis. The fourth step is to provide forward-looking analysis for enterprises through data mining.

6. Case Studies-How to Get Patient Value?
From the patient level, the online platform can provide patients with rich and systematic disease education by providing expert explanation videos and outputting popular science knowledge related to patients' diseases, help patients master disease knowledge, improve patients' cognition of diseases and treatment, and guide and educate patients in a personalized and targeted manner.
From the perspective of pharmaceutical companies, while patients use online platforms for disease management and learning related disease knowledge, it is also an opportunity for them to get close to patients.
Most of the patients who are active on the pharmaceutical digital platform are those who need long-term disease management. Long-term disease management means an ongoing, long-term need for drugs. Pharmaceutical companies gather doctor resources through online platforms to provide corresponding disease management services for patient users. While helping patients understand and understand diseases, they also enhance their knowledge and understanding of corporate drugs, and successfully achieve pharmaceutical promotion.

1. User profile analysis
In order to analyze how to obtain patient value, we first do a round of user profile analysis of patient roles, as shown in the following table:

2. Core Competition Analysis
Core function one: online consultation
What is "online consultation": online consultation means that users ask questions to doctors, seek answers, and pay a certain reward; doctors sell relevant knowledge and experience to provide solutions, and get corresponding remuneration at the same time. Online consultation can be said to be the easiest market to enter in the mobile medical market, and of course it is also the most competitive field. Now online consultation is mostly used as a basic ability to provide support for other services in the product.
What are the forms of "online consultation" services:

The form of doctor snatching orders: users submit consultation questions after purchasing services, and doctors on the platform obtain the opportunity to provide services through the form of snatching orders; Platform distribution form: users submit consultation questions after purchasing services, and the platform allows doctors to provide services by assigning doctors to provide services; What is the product value of "online consultation": to solve users' health problems and give suggestions on whether to go to the hospital for medical treatment, the triage of users, relieve the pressure of the hospital, facilitate the long-term real-time management of doctors and users (for chronic diseases).
Core function two: patient communication
What is "patient communication": Patient communication is a vertical content/community operation for different diseases.
What are the forms of patient communication:

UGC: Simple communication between ordinary users and users, which is the most difficult form to build trust between patients. PGC: Long-term illness makes good doctors. P here can be the patients or their families who have become good doctors. P here can also be experienced doctors. Doctors can be introduced into the community, but at the same time, it is also necessary to avoid the occurrence of various doctor recommend advertisements; what is the product value of "patient communication": the word-of-mouth communication of good doctors and good hospitals provides a way for users to understand doctors or hospitals, and establishes a communication bridge between users with the same disease and distress.
Core function three: pharmaceutical e-commerce
What is "pharmaceutical e-commerce": pharmaceutical e-commerce is to provide OTC drugs, prescription drug purchase services.
What are the service forms of "pharmaceutical e-commerce:
Direct purchase: OTC drugs can be purchased directly in the mall; Buy drugs by prescription: patients purchase prescription drugs by uploading the prescription form issued by offline doctors; Follow-up prescription purchase: the prescription form issued by the patient wirelessly, through online consultation, is prescribed by the doctor on the platform to purchase drugs.
What is the product value of pharmaceutical e-commerce: let patients get the drugs they need without leaving their homes.
Other Cases: Internet Healthcare in Industrial Internet Practice: Exploring the User Value of Pharmaceutical Digital Marketing Solutions

3. Medical marketing case: providing patients with full-process, efficient and personalized services
In China, the uneven distribution of medical resources and the mismatch of doctor-patient resources have always been common problems faced by the medical industry, and they are also the focus of the whole society. The goal of the new round of changes in the medical industry is undoubtedly to accelerate and improve the quality of medical services and improve the patient experience. The most important thing to improve the quality of medical care is to reflect on the word "service. We use patient services as an example and analyze them as follows:
"Patient-centered" value medical care will focus on patients to solve the upgrading of medical services, innovative drug accessibility, medical payment improvement and other needs, to maximize the voice of patients, has become the consensus of the direction of medical reform. "Patient-centered" is to provide patients with valuable services, including: access to medical treatment, respect for patients' values and preferences, communication and patient education, coordination of medical services, etc.
We focus on medical/patient-oriented, the establishment of pharmaceutical companies to sell drugs second platform. Then, the communication channel between doctors and patients is further established through the platform, so that doctors can communicate with patients in real time and record them, and at the same time, they can quickly open prescriptions and other daily work management, as shown in the following figure (user map):

This platform can provide patients with three major services, they are: the whole process service, high efficiency service, personalized service.
Full-process service: that is, through the construction of an information platform, the online and offline integrated medical service model of patients before, during, and after diagnosis is realized, so that patients can obtain planned and seamless care and improve the happiness of medical treatment.
Efficient service: solve the problem of simple offline medical congestion, alleviate the difficulty of patients to see a doctor, improve the efficiency of medical treatment, reduce the direct and indirect costs of patients, and improve the patient's medical experience.
Personalized service: integrate patients' medical information, provide patients with targeted and personalized diagnosis and treatment programs, and improve the people's sense of access to medical treatment.