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Great health, big brands: new big future for pharmaceutical companies
Pharmaceutical products have entered a consensus in the field of health care. However, many companies still remain on the pure sideline earnings considerations. They do not realize that the big health and big brands will bring new big futures to pharmaceutical companies.
First of all, the “two diseases and three meetings†prompted the concept of great health to be deeply rooted in people's minds and the market is rapidly increasing capacity. SARS in 2003, 2009 H1N1 Influenza, western medicine basically failed, and traditional Chinese medicine has obvious curative effect. It has been re-accepted by more and more people. Traditional Chinese medicine has returned strongly, and the nationwide health has promoted the normal sales of traditional Chinese medicine products. Drive a rapid growth breakthrough in Tongrentang and a number of time-honored pharmaceutical companies. At the same time, consumers’ awareness of self-medication continues to increase, and consumers’ demand for OTC drugs at drug retail terminals has increased significantly.
The successful holding of the three major events of the Beijing Olympic Games, the Shanghai World Expo, and the Guangzhou Asian Games gave birth to awareness of the whole people's sports, healthy health, and treatment of diseases, and the market for large health products is vast. In the 11th year of Yunnan Baiyao, we actively promoted the implementation of the great health strategy. From the company strategy of “stabilizing the central and sudden wings†to product-based corporate strategy, we have entered the company strategy based on the “New Paishi, Great Health†industry, and the rapid growth of its health division. Has also become an industry benchmark.
Second, foreign-funded enterprises are highly concerned that the Chinese health market is showing value. On the one hand, from the perspective of market development, Sanofi took advantage of mergers and acquisitions, Sanofi won 21 gold Vita and good dolls, Bayer became the new owner of white plus black, seize the Chinese OTC market, and even consider their network Infiltrating into rural areas in China, Chinese pharmaceutical companies will lose their opportunities if they do not respond. On the other hand, from the point of view of corporate development, international aircraft carrier-type pharmaceutical companies, such as Johnson & Johnson and Wyeth, have never been able to radiate from the medical products to the big health industry and have formed effective interactions and have grown.
Third, pharmaceutical companies have entered a healthy state, and strong brands have determined the future. Pharmaceutical companies enter the big health industry and face consumers. Brands play a crucial role in them. Without brand value, there is no support for expansion.
On the one hand, OTC and great health products are typical brand consumption. It is difficult for average consumers to identify the advantages and disadvantages of medicines and health products. Brands become an important basis for buying decisions, especially in the fierce competition environment. Whoever owns a brand will own the market. On the other hand, the advantage of pharmaceutical companies in expanding healthy products lies in the fact that if the brand's “taste of drugs†gene loses its brand support, that unique advantage will no longer exist.
The six rules of health industry marketing
It is a required course to grasp the strategic opportunities and practice internal strength. Based on years of experience in pharmaceutical marketing, Furue has concluded six major rules for the health industry to help pharmaceutical companies enter the health industry.
First, to build a strategic foundation, the "1" with the core advantages first has the "0" for extended products.
Pharmaceutical companies entering the great health field must be based on the “advantages of the pharmaceutical sector.†If you leave this premise, it is equivalent to starting from scratch. It is a brand-new investment, not a category discussed here. .
What does the "advantage of the pharmaceutical sector" mean? It is not that companies see their own advantages from the perspective of the standard, but must examine their own brand values ​​and core advantages from the perspective of the competitors. This advantage is formed through the brand, product, and service in the company's many years of operation. It is rooted in the minds of consumers and has a broad cognitive base. This is the "root" of pharmaceutical companies and the basic premise for cross-border expansion of pharmaceutical companies. This root is like "1". If there is no "1", no matter how many "0" you add behind it, it is still worthless.
Yunnanbaiyao has a white drug 1, only white drug toothpaste, band-aids and other extensions; Donga Ejiao has Donga Ejiao 1, only peach peach gelatin cake, Ejiao dates and other products, Wanxi Pharmaceutical has a monthly Yueshu dysmenorrhea 1 of the granules only has the sanitary napkins, the brown sugar of herbs, etc.
Second, change from traditional thinking such as production, R&D, and academics to centering on consumers and brand building.
Successfully building a brand has become a top priority in the big health market and long-term development of the company. Well-known medicines have well-known brands well-known to consumers, and they use the brand extension approach to enter the non-pharmaceutical field. They can take advantage of the brand and gain quick recognition.
In the past development of traditional medicine companies, they often focused on hardware equipment, light intangible assets; heavy hospital line relations, light brand communication, resulting in a mismatch between corporate strength and consumer perception, and impeded access to the health industry. Fulai proposed for the magic, first create a magical coral 癣 net star products, based on this as a basis for the development of deodorant, health products and other products, first strengthen the powerful brand, and then extend the strategic products such as throat care products.
In the process of dissemination, enterprises should focus on the relationship between theaters and consumers, focusing on understanding the core needs of consumers, and carrying out planned and purposeful brand building for consumers. The brand value and core competitive advantage of Wanxi Pharmaceutical's “Good medicine and good medicine†have been deeply rooted in people's minds. Liuwei Dihuang Wan has not only entered the medical insurance catalog but also has been widely recognized by consumers. The company is fully aware of the importance of continuous communication in the brand. There is no hesitation in the spread.
Third, make a strategic decision and make great efforts to spread investment
Brand advantage is not achieved overnight. It is difficult to establish without the investment in the next three or five years. When companies choose a strategic path, they must have determination, and they must respond to the strength of input. They must seize the initiative in the dissemination and brand building, and make sufficient efforts. .
Fuk Lai believes that the principle of "Going to Heaven" must be adhered to in the dissemination.
The so-called “God†refers to the concentrated dominance of resources in TV media, industry media, government media, and other high-altitude platforms for strategic intensive delivery. It is the first voice in the industry to integrate resources before the government, set an example, and be quick in the first time. Seize the audience's mental product category. Because consumer information storage space is limited, it must be quickly seized and replaced quickly. Consumers will think of you as soon as they consume. Enterprises tend to enter the market early, but they do not have enough strength to occupy the market. On the contrary, latecomers respond positively to a shotgun, and other forerunners react to it hurriedly. There is no place in the dissemination of the audience's intellectual product category, and the precursor has become martyrs. Jiangzhong and Harbin Pharmaceuticals are using brand communication of great efforts to promote the sales of large general medicines with intensive advertising. Jiangzhong Jianwei Xiaoshi Tablets, Ligaozhonggai, and Sanjing have penetrated into the minds of the Chinese people.
The so-called “into the land†refers to the creation of a brand in addition to high-altitude communication. It also needs to focus on consumer information contact points to continuously increase the degree of involvement between branded products and consumers so that consumers can experience and consume. Those who are impulsive and consolidate the category of consumers' mental products in the first time will truly realize the effect of spreading the message to the eye. When Kang Wangfa was launched with lotion, in addition to holding high and playing high, the ground propaganda also devoted itself to the packaging of 20,000 key pharmacies throughout the country. As long as they walked around the pharmacy terminals across the country, the image of Chen Daoming and Kang Wang was widely used in pharmacies. Or on the glass window; in the 100,000 beauty salons, conduct free experience activities nationwide, its effectiveness on the market started, no less than the ad delivery of the golden section of CCTV; and in the network, magazines, local media and other points A strong fire attack. The network activity for the acquisition of dandruff was highly influential and was broadcast by the two TV stations for the first time, causing widespread concern in the society.
Fourth, early to do homework assignments
Since the R&D and audit of medicines and health products require a certain period, companies must do it, promote a group, declare a batch, and research and develop a batch. While shaping the products of strong stars, we must actively expand the research, development, and application of products, and expand product lines in an orderly manner.
Companies that have already made achievements in the big health industry have already started industrial layout many years ago. Tasly’s “Life and Health Industry†has now covered the fields of the Treasury, tea, health products, cosmetics, health foods, and safe drinking water. It has also maintained a strong growth momentum in various fields. It originated in early 2008. It formulated a strategic plan to enter the large-scale health industry; Yunnan Baiyao, which has a thriving field in the field of daily chemical, formulated the growth strategy of “stabilizing the central and sudden wings†in 2005. On the one hand, it emphasized the core of the central product. The status, on the other hand, clearly expands the development plan for transdermal products and health products. Yunnan Baiyao, which tasted the sweetness of the big health industry, began implementing the “New White Medicine and Great Health†strategy in 2011. It fully connected with international standards in thinking, management, research and development, manufacturing, and market operations, and worked hard to build a large health industry. .
Fifth, control chain pharmacies and win the end market
Chain pharmacies have become an important terminal for the pharmaceutical industry, especially OTC and the big health industry. In the future competition, whoever is better at controlling chain pharmacies will have more success.
First of all, chain pharmacies have occupied an important share of pharmaceutical sales, and are still rising. During the “Twelfth Five-Year Plan†period, the annual sales of the top 100 pharmacy chains accounted for more than 60% of the total sales of drug retailers; the number of chain pharmacies accounted for more than 2/3 of all retail stores. Who controls the terminal, who can seize market opportunities.
Second, the game power of chain pharmacies and pharmaceutical companies will also become stronger and stronger. The self-therapy awareness of consumers has increased and demand for chain pharmacies has increased. Therefore, the establishment of a close strategic cooperative relationship between pharmaceutical companies and chain terminals as soon as possible is the foundation for long-term benefits.
Third, cooperation forms such as capital cooperation, profit sharing, and OEM production of pharmaceutical companies and chain pharmacies will become new trends. Starting from the end of 2005, Neptune’s Star Stars put forward their OEM requirements for products with better in-store sales and low brand awareness, and became the basic configuration products of all Neptune Star stores nationwide, and took the lead in selling these products on the shelf. Various measures such as maintaining the best display status have significantly increased the sales volume of products, and companies and chain pharmacies have achieved a win-win situation.
Fourth, make full use of online marketing tools to deepen consumer life
In the digital age, companies involved in the big health industry would be discarded by consumers if they also saw the network's marketing role.
First, online sales have become one of the mainstream sales channels. Pharmaceutical products are no exception. Abandoning online sales is tantamount to self-determination. Data show that in 2011 Taobao Tmall platform brand e-commerce further increased, the number of brands reached more than 70,000, compared to the previous year's 30,000, the number of brands increased more than 1 times.
Taobao Mall Medical Museum on the line, it shows a good potential, Shanghai Fumei pharmacy, Beijing Golden Elephant Pharmacy, Hangzhou Kyushu pharmacy, Jiangxi Happy People Pharmacy and Yunnan Baiyao pharmacy and other five pharmacies settled in Taobao Mall. The medical museum has only been operating for half a month, and its daily sales can reach 150,000. Although the temporary closure of online drug sales was questioned, its sales performance is obvious to all. Now, Jingdong Mall and Kyushutong Group have expanded into the e-commerce field of the pharmaceutical industry. Taobao is actively adjusting the pharmaceutical sales segment, and the sales of pharmaceutical networks are improving.
Secondly, online marketing has become an important marketing tool, and those who get online have gained popular support. The number of netizens in China has now exceeded 500 million, and the average daily Internet access time is more than 8 hours. The Internet has become one of the main channels for consumers to access information. The role of online marketing is highly concerned and has become a necessary step for corporate marketing.
Yueyue Shutong Jingbao Granules successfully used the power of online marketing. In the first round, Sina, Sohu, Netease and Sanjiu Health Professional Websites were selected to cooperate in different degrees. Sohu as the largest portal site, companies strategically cooperate with them, set up a special page, and set up a link entrance in the highly popular version. Sina visits a large volume every day and distributes text and focus map ads on entertainment channels and women's channels. NetEase's advantage is its powerful mailbox function. Using its long mailbox advertising, each time the email is sent successfully and the mailbox is opened, it will display a monthly and monthly advertising. In addition, select the target group that meets the month and month, and send a mass mailing. Ray's title “SHE and dysmenorrhea girls talking about those things†attracts many target consumer groups. Using the professional features of Sanjiu Health Network, we cooperated with the columns, set up a lecture hall for dysmenorrhea health, and conducted drug evaluation activities for dysmenorrhea. Internet marketing has become an important communication platform between Yueyue Shutong Jingbao Granules and target consumers.
In the face of the great future brought about by great health, the Chinese medicine industry has monopolized the advantages and advantages of the time. In the minds of consumers, the health of Chinese medicine has become a consensus. The launch of a series of national promotion policies for the Chinese medicine industry has enabled the Chinese medicine industry to usher in the best period and the best opportunities for development. In the future, there will surely be more industrial clusters like Tong Ren Tang, Dong El Ejiao, and Yunnan Baiyao, which will continue to emerge. Chinese medicine companies will accumulate thousands of years of branding, culture, R&D, and production. Opportunities are not waiting for people. To take off must be moved immediately!
Pharmaceutical companies are ushering in a big future brought about by "big health, big brands." According to the incomplete statistics of the China Chamber of Commerce for the Import and Export of Medicines and Health Products, the output value of the health industry in China has reached 560 billion yuan. There are nearly 1,700 production companies, and there are about 25,000 sales companies. The total sales scale has reached 90 billion yuan. Nowadays, Dong'e Ejiao, Yunnan Baiyao, and Sunflower Pharmaceuticals have benefited greatly. For most pharmaceutical companies, it is necessary to seize the opportunity and create a big future. It is necessary to improve the ability to operate and operate large-scale health products and to improve their internal strength.