Recently, the 2026 IQVIA Healthcare Industry Summit was successfully held in both Beijing and Shanghai. The summit brought together nearly a thousand industry experts, business leaders, and innovation pioneers, who joined IQVIA and its wholly owned subsidiary Illuminera’s expert teams to conduct in-depth analysis of global and China healthcare trends and key sector strategies. The discussions focused on how to identify market signals amid change, drive innovation upgrades, and leverage data and AI capabilities to accelerate value transformation—from insights to decisions, and from R&D to commercialization.
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Activating Three Growth Engines to Redefine the Patient Journey
Since May this year, a series of new regulatory policies have been announced, steering the healthcare industry away from “disorderly growth” and accelerating the transition into Healthcare Consumerization 2.0 - a new phase emphasizing mindset building, omni-channel coordination, and full lifecycle management.
Pharmaceutical companies need to move from “single touchpoints” to full journey management across “decision–purchase–medication use.” Cyssi Chen, Director of cbh, addressed key business pain points across different product life cycles, proposing a redesign of brand, channel, and patient management systems to activate three growth engines and drive the implementation of Consumerization 2.0.
Cyssi Chen, Director of cbh
Cyssi emphasized that the starting point for implementing healthcare consumerization lies in redefining the patient journey -precisely identifying different decision-making pathways and breakpoints, building a more closed-loop channel operation system, and advancing long-term patient value management to enable truly sustainable out-of-hospital growth.
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Multi-Source Data–Driven Patient Education: From “Doing More” to “Doing It Right”
As healthcare consumerization deepens, patient education models are evolving from “single-channel closed-loop efficiency” to a new stage of “multi-source, omni-channel coordination”. While integrated channels can better influence patient awareness, decisions, and purchase behaviors, they also introduce new challenges such as fragmented evaluation paths, attribution difficulties, and unclear ROI. Aaron Guo, Director of cbh, shared strategies for evaluating and improving omni-channel patient education efficiency based on three key scenarios: patient mindset, public-domain behavioral pathways, and channel business performance, powered by multi-source data.
Aaron Guo, Director of cbh
By building layered KPI systems, reconstructing patient journeys, and leveraging search mindset insights alongside multi-source dashboards, Aaron helps pharmaceutical companies identify key variables impacting business growth, brand switching, DOT management, and content optimization—enabling patient education to evolve from “doing more” to “doing more precisely, effectively, and measurably”.
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New Product Launch: Targeting the Bullseye Segment for a Critical Breakthrough
The pathway for new product launch is undergoing a significant shift - from reliance on in-hospital penetration to a new model of “out-of-hospital first launch + omni-channel reach + demand-driven activation”. As more innovative drugs debut online via digital platforms, the out-of-hospital channel is no longer merely a passive end-point for prescriptions but has become a critical starting point for scaling new product adoption. In this context, traditional segmentation models based on demographics or needs are no longer sufficient. Kevin Cai, Director of cbh, shared how to precisely design patient activation strategies targeting the Bullseye segment during the launch phase.
Kevin Cai, Director of cbh
An ideal “Bullseye segment” should possess characteristics such as “reachable, convertible, and verifiable”—meaning they are the most valuable to prioritize, the most likely to take action, and can be effectively captured within prescription scenarios. Through patient journey mapping, decision pattern identification, and behavioral segmentation, Kevin helps pharma companies pinpoint key anchors and breakpoints across segments, building differentiated engagement and conversion paths around Where, What, With whom, and How. This shifts patient activation from broad outreach to precise targeting, improving both launch efficiency and resource utilization in the early stages.
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As patients increasingly become proactive decision-makers, healthcare consumerization is unlocking broader market opportunities - expanding from OTC and “light healthcare” scenarios into prescription drug domains, and prompting companies to rethink patient journeys and business models.
Leveraging cross-industry expertise in “consumer goods + healthcare” and multi-source data insights, Illuminera has built end-to-end healthcare consumerization solutions—from “top-level strategy” to “data infrastructure”—empowering pharmaceutical companies to establish a sustainable and long-term out-of-hospital growth moat.
To access the webinar slides or watch the replay, please contact us at: marketing@illuminera.com
