日本語 
NTT DOCOMO BUSINESS, part of the NTT Group telecommunications and ICT service provider, has partnered with Daiichi-Sankyo Healthcare to launch Japan’s first fully electronic post-marketing survey system for pharmacist-supervised medicines. This major digital transformation (DX) initiative is now in operation and represents a significant step toward modernizing pharmaceutical safety monitoring in Japan.
Under the new program, post-marketing safety surveys (also called post-market surveillance) are conducted electronically using NTT’s SmartPRO® data collection service. This shift replaces traditional paper-based questionnaires, allowing patients and consumers to submit responses easily via their smartphones using QR codes printed on medicine packaging.
The initiative was enabled by updated guidelines from Japan’s Ministry of Health, Labour and Welfare, which for the first time formally permit electronic post-marketing surveys for pharmacist-supervised medicines.
What Changed: From Paper to Digital in Pharmaceutical Safety
Post-marketing surveillance is an essential safety measure for medicines after they hit the market. For pharmacist-supervised medicines, these surveys help manufacturers understand real-world usage patterns, side effects, and long-term safety outcomes once consumers begin using the product outside clinical settings.
Until now, this process relied on paper forms distributed at pharmacies, a system with notable shortcomings:
- Low response rates due to the burden of returning completed forms.
- Delays in data collection as completed surveys accumulate slowly.
- Data entry errors and logistical overhead for storage and scanning.
- Environmental burden due to paper usage.
The new system transforms this process by enabling electronic survey submission. Consumers scan the QR code on their medicine package, answer questions on their phones, and receive d-point rewards, a popular loyalty incentive that drives participation.
NTT DOCOMO BUSINESS configures and provides SmartPRO® for data collection, while Daiichi-Sankyo Healthcare manages survey content and process execution. The first implementation covers Loxonin® General Cold Medicine, and the rollout will expand to additional pharmacist-supervised medicines over time.
How Will it Impact the Japan’s Tech and Healthcare Industries
1. Digital Transformation in Pharmaceutical Safety Monitoring
This initiative marks a significant milestone in how Japan’s healthcare industry approaches post-marketing safety. The use of SmartPRO®, a digital data collection and management platform, showcases how digital platforms can replace legacy paper processes without compromising regulatory compliance or data accuracy.
The shift to electronic survey collection:
- Accelerates feedback loops between consumers and manufacturers.
- Improves data completeness and quality through validation checks and reminders.
- Reduces administrative burden on pharmacies and manufacturers.
- Enables large-scale data analytics to support public health decision-making.
As Japan grapples with an aging population and increasing demand for self-care and OTC medicines, this innovation aligns with broader national goals to enhance healthcare safety, quality, and accessibility using digital solutions.
2. Boost to Japan’s ICT and Health Tech Sectors
For Japan’s tech industry, this project serves as a clear example of how telecommunications and data service providers can play a vital role in healthcare DX. It highlights NTT’s strategic shift toward solutions that integrate mobile connectivity, cloud platforms, digital incentives (like d-points), and secure data handling to transform regulated industries.
Businesses in the health IT, medical software, and enterprise digital services sectors can derive opportunities from:
- Partnering with drug companies that want to update safety monitoring.
- Mobile health (mHealth) apps and tools for patient engagement are changing healthcare.
- Expansion of secure cloud data platforms for regulated environments.
NTT and its partners are showing a scalable model for digital surveys. This work sets the stage for more tech-driven changes in Japan’s healthcare and life sciences sectors.
3. Enhanced Data Use and Analytics
Real-time electronic data collection significantly improves the ability to track trends and signals in drug safety. Once survey responses are aggregated digitally, pharmaceutical companies can:
- Conduct timely safety signal detection.
- Apply advanced analytics and AI to detect patterns.
- Feed insights back into marketing, product improvements, and safety communications.
This opens opportunities for technology vendors and data scientists specializing in healthcare analytics platforms, AI-based pattern recognition, and customer experience optimization.
What are the Business Implications for Japanese Enterprises
Accelerated Digital Adoption
The move toward paperless post-marketing surveys exemplifies a broader shift toward digital workflows in traditionally manual sectors. Enterprises outside healthcare, such as logistics, retail, and financial services, will watch this example as a template for their own digital innovations.
Regulatory Compliance as Competitive Advantage
Early adopters of digital compliance systems lower risks. They also boost customer satisfaction. For drug makers, fast and accurate safety insights are essential. They help meet regulations. This prevents costly recalls and safety alerts.
Consumer Engagement Through Digital Incentives
Incorporating reward systems like d-points motivates consumer participation, offering a model for other industries exploring loyalty-linked data collection, from retail feedback to product surveys.
Conclusion: A Model for Japan’s Digital Healthcare Future
NTT DOCOMO BUSINESS and Daiichi-Sankyo Healthcare’s electronic post-marketing survey system is a breakthrough in Japan’s healthcare DX landscape. By harnessing digital platforms, mobile technology, and incentive-based participation, this project not only modernizes pharmaceutical safety monitoring but also showcases how ICT innovation can drive efficiency across regulated industries.
As Japan continues to prioritize digital solutions in both public health and broader business operations, such innovations will play a central role in enhancing data-driven decision-making, regulatory compliance, and the overall technology ecosystem.
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