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EnglishIn recent years, the trend of online marketing deployment among biopharmaceutical companies has become increasingly evident.
Beneath the surface, AI is gradually emerging as a key variable in this marketing transformation. Since the beginning of this year, several biopharmaceutical companies have partnered with DingTalk to explore the deep integration of AI with marketing scenarios, aiming to find a path for marketing innovation. How exactly can AI help biopharmaceutical companies with their marketing efforts? The following latest practices may provide some ideas worth learning from.
The "Toothpaste AI Expert" in the Mini-Program:
Not only better serves consumers, but also evolves on its own
Among Yunnan Baiyao's extensive product lineup, toothpaste is one of the most frequently purchased consumer products—and also one of the product categories that consumes the most resources for the 400 hotline. As the toothpaste business grows rapidly, consumer demand for customer service continues to increase, placing higher demands and challenges on Yunnan Baiyao.
As one of the leading pharmaceutical companies in China to embrace digitalization and intelligence early on, Yunnan Baiyao's business department and digital intelligence center have joined forces with DingTalk to actively seek AI-based solutions. Building on existing content such as toothpaste product descriptions, user profile characteristics for toothpaste, FAQs about toothpaste, and toothpaste product links, Yunnan Baiyao and DingTalk have jointly created the "Toothpaste Knowledge Brain." By applying the knowledge brain to DingTalk's AI assistant, the two parties have officially launched the "Baiyao Toothpaste AI Expert," which is available on the Yunnan Baiyao WeChat mini-program and within Yunnan Baiyao's internal systems.
So what exactly does the "Baiyao Toothpaste AI Expert" do?
Simplistically speaking, when consumers log into the Baiyao Toothpaste WeChat mini-program, they can directly consult the "Baiyao Toothpaste AI Expert" with various toothpaste-related questions, and the AI provides round-the-clock responses. At the same time, the "Baiyao Toothpaste AI Expert" will follow up with additional questions based on the consumer's inquiry, clarify their needs, and then provide effective answers while recommending suitable toothpaste purchase links, enabling consumers to place orders directly. This helps better serve consumers and create a superior shopping experience.
Moreover, after a consumer completes a purchase, the "Baiyao Toothpaste AI Expert" will assess, based on the conversation context, whether the consumer is satisfied with the transaction and invite them to provide feedback. This feedback then serves as fuel for growth, allowing the "Baiyao Toothpaste AI Expert" to continuously optimize itself.
In response, Meng Deli, head of AI innovation at Yunnan Baiyao's Digital Intelligence Center, said: "The Toothpaste AI Expert is one of Baiyao's most important AI applications this year. In the future, we plan to incorporate personalized data—such as consumer preferences and ordering habits—to enable the 'Toothpaste Knowledge Brain' to make even more precise recommendations. We also intend to quickly replicate this capability across DingTalk to other Baiyao product lines."
The "Green Active Ingredient AI Expert":
Helps companies seize every business opportunity
Not surprisingly, Shenzhen-based Redline is a high-tech enterprise that focuses on the research and production of green active ingredients, with biosynthetic technology at its core. The company owns more than a dozen patented bio-compounds.
In one marketing scenario, before purchasing a product, customers often need to understand the usage characteristics and synthesis methods of active ingredients, and can only obtain this information by consulting sales staff. However, sales staff themselves must first consult with professional formulators to get solutions and relay them back to customers. Given the heavy workload sales staff face daily, it is unrealistic for them to be available at all times to answer customer inquiries.
Thus, Redline partnered with DingTalk to build a proprietary, professional, and visual "Green Active Ingredient Product Knowledge Brain." After the knowledge brain structures and presents information such as each product's characteristics, safety tests, usage instructions, inter-product relationships, compatibility contraindications, and patent status, the data becomes instantly clear. This allows Redline's internal sales staff to access the information at any time, greatly improving customer service efficiency.
On the other hand, Redline integrated the "Green Active Ingredient Product Knowledge Brain" with DingTalk's AI assistant to create the "Green Active Ingredient AI Expert," which is made directly available to customers. When new customers inquire about formulation solutions, the "Green Active Ingredient AI Expert" automatically identifies the products the customer is interested in and the recommended solutions based on the conversation context, confirms the lead information, and automatically assigns the lead to the appropriate person for follow-up, helping the company retain business opportunities.
Shou Chong, vice president of Redline, explained: "When we built the Green Active Ingredient Knowledge Brain together with DingTalk, we invited our formulators to help organize the training data, design the brain's structure, and perform debugging. We recognize that AI learns differently from humans, so we had to carefully organize the data. After the organization, the accuracy rate for basic characteristic Q&A about active ingredients reached 100%, and for complex questions related to ingredient use, the accuracy rate is close to 90%. This has improved significantly through the knowledge brain's iterative reasoning capabilities."
Wei Yawei, DingTalk's director for the greater health industry, noted that DingTalk's Knowledge Brain represents a new form of corporate knowledge in the AI era, co-created with customers.
By building knowledge base solutions and integrating novel visual interaction methods, companies can flexibly view the overall state of their knowledge, including the relationships between different knowledge assets, the utilization rate of knowledge, which knowledge areas are expanding rapidly, and which knowledge areas remain underdeveloped. At the same time, by layering multiple knowledge reasoning capabilities and rule configuration abilities, the Knowledge Brain can help company employees easily create "senior experts" tailored to specific business scenarios, thereby fulfilling diverse needs such as expert-level Q&A, solution recommendations, and business analysis. This enables companies to drive business quality improvement and efficiency gains at lower costs, with higher quality, and at faster speeds.
DomTech is DingTalk's official designated service provider in Macau, specializing in providing DingTalk services to a wide range of customers. If you'd like to learn more about DingTalk platform applications, you can contact our online customer service directly or reach us by phone at +852 95970612 or by email at cs@dingtalk-macau.com. We have an outstanding development and operations team with extensive market service experience, ready to provide you with professional DingTalk solutions and services!