Digital strategy in healthcare marketing

This article is part of a series of articles on digital strategy in healthcare marketing. Read more.

At a glance

A country of China's population size and economy has faced huge healthcare delivery challenges, but that is beginning to change with the popularity of AI-enabled mobile health platforms that integrate patient data and streamline healthcare delivery, furthered by O2O (online-to-offline) integration. These new healthcare “super apps” – which include Ping An Good Doctor and Tencent-backed WeDoctor – will also expand opportunities for healthcare brands.

Why it matters

In China, as in many countries, healthcare brands currently market themselves via a variety of fragmented and heavy-regulated channels. These platforms, however, which consolidate much of the interactions and information exchange with patients, can help brands and doctors not only understand and anticipate medical issues but engage with patients in much more direct and meaningful ways.