——Ted Lai 赛诺菲中国首席数字官
Ted Lai：一个很好的例子是罕见疾病，比如说，我们注意到“戈谢病”的患者 ，很多时候在经历过一段痛苦的时间后才意识到他们可能得了病，于是他们才开始上网搜索。为了能够真正和这些人交流，我们必须利用科技在网上更好的将疾病信息传达给他们，告诉他们，我们已经注意到了他们在搜索这些信息。如果他们意识到自己可能得了这种病，那么我们能提供他们了解更多信息的机会。我认为这些是我们能够利用科技来帮助患者更好的管理他们的疾病。
凤凰网：What are the new trends in the pharmaceutical industry in 2020, and in the regard, what layout does Sanofi carry out?
Ted Lai：So I'm not going to talk too much about the government regulations, but there's also a lot of government regulations pushing things like that pushing a lot of companies like us into a direction for being more innovative, and also applying more digital technology to service our customers better, not only to communicate with doctors in a new way, but also eventually to communicate about diseases to the general public, to create awareness, especially for rare diseases, a lot of people don't understand what some diseases are, and even doctors might not know, so it's up to us to really use technology to really get the word out. Some cases, some of these rare diseases may only have five thousand patients across the entire country, if that's the case, you know, how do we get people to really understand what these things are. So technology is the answer.
凤凰网：In the process of promoting the quality and effectiveness of marketing through digital technology, what experience can Sanofi share with us?
Ted Lai：You mean the question is, how do we leverage technology to improve marketing?
Ted Lai：We've been applying digital marketing techniques for the last few years, but I'd say that now we have a new team including some people from outside of the pharmaceutical industry, that's coming at it from a new perspective, we realized there are a lot of new tools, not just the ones that were importing from Global Solutions but also locally made tools and leveraging artificial intelligence to really try to mine the data and communicate to the right doctors at the right time, because not all doctors want the same information, clearly every single one is a little bit unique in their journey of awareness all the way through advocacy for our different products and their uses, so it's important to really start. We're building a database, we're leveraging the basics of AI to really start the process. I'd say we're still early days in the process but over the next year to two, you'll see a lot more improvement than that.
凤凰网：How can digital technology be used to drive a brand closer to the users?
Ted Lai：I think in a good example of that would be say rare diseases, you know we noticed in some cases for instance, in this one disease called Gaucher, many people suffer for a long time before they realize that they may have a disease like this, and then they start surf, they start searching on Baidu, so you know in order for us to really communicate with these people better, we have to leverage technology for instance even in Baidu, to pin them or target them one to one saying, we notice that you're searching here, or you click here, if this is what you think you might have, to learn more about this disease. These are the types of things that I think we can leverage to make lives better for patients.
凤凰网：Compared with other companies, what localized experience can Sanofi share with us over the process of digitization in China?
Ted Lai：I think traditionally, there was a lot of importing of global techniques into China, but I'd say really in the last year to two or even in the last few years, China is now leading the world in terms of the digital ecosystem, the way of the innovation when it comes to business models and even the way the ecosystem is involved around the super apps such as WeChat or AliPay and the like that actually we're starting to think about how do we exploit the learnings from China to other countries. It's not the other way around anymore as much, clearly there's still a transition period where you know we're talking to some colleagues globally who want to, you know, they have some interesting learnings too, and we're saying hmm that's a good idea, we might want to try that, well we have to localize it for China, and then some things that we're doing here, they're very curious about and we're trying to explain to them and they're trying to localize for their purposes, so it's now a two-way exchange.
凤凰网：Last question is about media, what transformation should media make when the time, technology and customers keep changing.
Ted Lai：I do think that the world is moving towards personalization, with more and more data, more and more AI being used for mining the data, it's really a mega trend that all media will become one-to-one. So what you see versus what I see and what he sees will be very different, and only because we're actually all individuals, we all have slightly different interests, yes in some cases there might be groupings, but in other interests there won't be grouping. So I think that's the general trend, so we need to all build the right tools to mine the right data, of course it has to be with permission, clearly the privacy laws in China and around the world are being tightened, so we all have to be respectful of consumer privacy, but with permission we can still access quite a bit of data, that we can then use to personalize, then it becomes more relevant and people will appreciate it more.