Pharmaceutical Branding Tools: New Video Sites

Mass media is the main means of modern brand marketing. With the promulgation and implementation of "limited entertainment", "limited orders" and "limited play orders", TV advertising capacity has decreased and prices have gradually increased, thus failing to meet the growing demand for the spread of pharmaceutical brands. Under this circumstance, pharmaceutical brands that traditionally use traditional television media for brand communication have gradually turned their attention to video websites. Video websites are favored by pharmaceutical companies.

According to Dong Yawei, senior vice president of Youku Tudou Group, compared with traditional media such as TV, video websites are more diverse in advertising formats, more interactive, and can be accurately placed, which has obvious advantages in improving brand communication. Compared with other Internet media, video websites have become the Internet's first application. Ereli's IUT data shows that on the Internet, the user size and browsing duration of the video site are ranked first, and it is the Internet application with the fastest growth, the largest user size, and the most sticky user.

In recent years, more and more pharmaceutical brands have tested water video marketing: Panlong Yunhai has customized Youku Tudou's "Golden Medal Drama"; Qihong Pharmaceutical has cooperated with Youku Tudou to launch Kang Wangnai's outstanding "Dancing China" integrated marketing campaign; The industry tries to market viral videos and micro-movies through UGC content (user-generated content). Li Weimin, a medical marketing expert, stated: “Video marketing is the 'blue ocean' of pharmaceutical brand communication and future development direction. Through video websites, pharmaceutical brands can better establish emotional connections with consumers and enhance their overall image.”

Dong Yawei said: "As the largest video site in China covering 310 million people this week, Youku Tudou Group is optimistic about the development of the pharmaceutical company's brand marketing. For the characteristics of the pharmaceutical audience, the group launched a "super drama" based on the top drama. The “Gold Theater” and thematic hot theater featured by satellite TV dramas and network platform linkages, as well as regional oriented, crowd-oriented “orientation repertoire”, “Internet TV viewer” - Youku Index, and innovative SMD advertising products - "Flashing bullets" and other efforts to provide customers with personalized customized content, activities and topics to meet the needs of pharmaceutical brand marketing.