This article**: People's Daily Online.
The "2023 China Pharmaceutical Brand Forum" hosted by People's Health and co-sponsored by the China Non-prescription Drug Association was recently held in Beijing. At the forum, a number of expert representatives and industry guests exchanged views on "fulfilling the responsibility of science popularization and telling innovation stories", and offered suggestions and suggestions for promoting the brand building of pharmaceutical enterprises, practicing social responsibility, and carrying out health science popularization.
Doctors should actively carry out the popularization of health knowledge and help correct the public's erroneous scientific perception. Pan Qi, director of the endocrinology department of Beijing Hospital, believes that it is necessary to popularize health science knowledge, especially in remote areas and rural areas, which will help improve the basic health knowledge of patients and make the medical treatment process smoother and more efficient. In addition, with the rapid development of medical technology, medical staff also need to continue to learn cutting-edge popular science content in order to better serve patients. It is necessary to learn popular science creation, launch popular science works that the common people can understand, and become experts who can talk about both professional and popular science.
Opinions on Further Strengthening the Popularization of Science and Technology in the New Era" proposes that enterprises should fulfill their social responsibilities of popular science, actively carry out popular science activities, increase investment in popular science, promote the organic combination of popular science work and scientific and technological research and development, product promotion, innovation and entrepreneurship, and skills training, improve the scientific quality of employees, and take popular science as an important part of fulfilling social responsibilities.
As a representative of pharmaceutical companies, Song Faxian, general manager of Pfizer China's Hematology and Rare Disease Division, believes that the company's active participation in science popularization, especially innovative medicine, is a part of the company's promotion of innovation to benefit patients.
As for how to do a good job in popular science, Song Faxian believes that the first is to establish a professional team of popular science talentsSecond, it is necessary to form an incentive mechanism to increase the enthusiasm of the staff and enterprises involved in science popularizationThe third is to innovate the scenario-based popular science content of the whole process of disease management, and do the popular science content that patients really need.
At present, the speed of marketing of innovative drugs is accelerating, and enterprises, doctors, and patients need to continuously strengthen the learning of innovative drug knowledge, and popular science is a way for the three parties to learn together. Chen Xiaoyu, executive director of Zai Lab's corporate communications department, said that through popular science, patients can avoid detours, find the right doctor, and choose the right and standardized way. In this regard, it is suggested that authoritative institutions should build a popular science platform, so that doctors can systematically carry out popular science work through the platform, and stimulate the motivation of young and middle-aged physicians to popularize science. In addition, academic conferences are an important scene for communication among doctors, and it is recommended to implant the topic of science popularization capacity building when holding academic conferences to subtly improve doctors' science popularization ability.
Use intelligent technology to innovate popular science application scenarios, so that popular science content can reach a wider range. Xiao Han, Senior Director of Patient Education at Innovent Biologics, shared her practical experience in science popularization. He said that the first is to carry out popular science based on comprehensive and in-depth market research to understand the needs of patientsThe second is to disseminate popular science content through online and offline channelsThe third is to divide the needs of patients into three stages, namely "knowing", "doing" and "benefiting".Fourth, the popular science audience is divided into four categories, namely healthy people, high-risk groups, sick people, and ** people;Fifth, pay attention to disease prevention, screening, diagnosis, and prevention