The author believes that drugs must adhere to five innovations.
First, the innovation of product positioning
Product is the first element of enterprise survival. Doing a good job of products is fundamental, and then how to make the good products in hand be remembered by consumers and bring good sales results requires a good positioning of products and a loud selling point. At the same time, it should be noted that a good selling point is not completely new, but it can not only make people remember, but also give the terminal and patients a clear positioning: you will know what it is and what benefits it has when you hear the promotion point of the product. Therefore, refining a good propaganda point is the most important.
General enterprises can refine the selling points of products from the following aspects:
1, raw materials of the product
For the propaganda point of product raw material refining, Wanxi Pharmaceutical's "good medicine, good medicine!" Is a vivid example. Under the premise of paying more and more attention to the added value of drugs, high-quality medicinal materials are the symbol of quality and quality in a certain way. Therefore, how to deeply explore the unique advantages of products in their own materials is an aspect of refining the promotion points of our products.
2, the production process of products
An obvious difference between large enterprises and small enterprises in market competition is the level of market awareness. This awareness is shaped by a series of means such as brand promotion. One of the important reasons why large enterprises have good market influence is that some advanced production technologies are adopted by large enterprises in the process of product production, which support the product quality and brand awareness of enterprises because of their strong capital and strength. This can also be used as a place where we can play in the process of refining propaganda points.
3. Quality of products.
With the government and society paying more and more attention to drug safety, product quality is particularly important. Conscience medicine, reassuring medicine, it seems that only such medicine can be trusted. When refining the selling points of products, we might as well cooperate with some informal organizations to give products a positive and glorious image and carry out large-scale publicity.
4. The price of the product.
As another important aspect of the pharmaceutical market that the national regulatory authorities have been paying attention to, how to reduce the required drug prices is also the focus of the industry. If your variety has this advantage, and the quality of the product itself is not much different at present, boldly telling the society that your product has obvious price advantage will also become a bright spot in product promotion.
Second, the innovation of sales channels.
After producing a good product and setting a selling point, the next step is to use different channels for in-depth market development and speculation. How to maximize the sales profit has always been a key issue for units or individuals operating this variety. How to maximize marketing and get as much profit as possible should seriously consider the marketable channels of varieties.
1, study channel characteristics
The characteristics of the product itself determine that it has adaptive channels. Of course, some varieties may appear in multiple channels at the same time, but we must clearly know which channel is the main channel we focus on, which requires us to seriously study the channel characteristics. For the products with more hype in China at present, the main channels are mainly realized through sales by specialists and counters.
2. Grasp the channel demand points
After defining the channels of products and the basic situation of channels, we should also know where the main demand points of channels are.
Judging from the market reaction, the requirements of specialized counters for the variety itself are mainly concentrated in two aspects: on the one hand, the product itself has good therapeutic effect, on the other hand, the product also has high market sales space and relatively rich profit space. The better therapeutic effect meets the patients' therapeutic demand for products, and the products themselves have enough interest space to meet the interests of agents. The varieties that meet these two needs will eventually be welcomed.
3. Timing of product introduction
In addition, it is also very important for a variety to choose the right time for market introduction. When the market competition is fierce, and the variety itself is a new variety without sufficient financial support, we might as well observe the market temporarily to avoid the strength of the main competitors in the market. At the same time, through active market research, we should look for suitable market opportunities, and once the time is ripe, we should immediately intervene in channel sales in order to gain an advantage. The market is like a battlefield, and time is fleeting, so we must grasp it!
Third, with perfect publicity materials.
After all, product marketing is an all-round project, and all kinds of publicity materials related to hype varieties are different from other varieties, so we should take them seriously and prepare them carefully.
Product single page: highlight the loud selling point and curative effect of the product, be concise and generous, and never appear in the form of tabloid, so as not to reduce the value of the product and affect the quality of the product.
Medication guide: cooperate with the product leaflet and distribute it to patients after purchase. It can be made into a desk calendar and post-it notes to remind patients to take medicine on time and correctly, which can well publicize the social responsibility and merits of enterprises.
Rehabilitation Manual: You can use the common sense of health care and life related to the diseases treated by the product to help patients establish good living habits and help patients recover.
Product credit card: issued when the patient purchases, recording the time and place of product sales and drug purchase by the patient. Used to dispel patients' doubts about drug purchase and enhance their confidence in drug use; It also allows the agent to better grasp the patient's drug purchase situation and make a telephone return visit in time.
Product score card: In view of the fact that most specialized diseases are chronic diseases, the medication cycle is generally long. By making product scorecards, patients can be well reminded to buy drugs many times and the success rate of resale can be improved.
Gifts: For some newly listed varieties and varieties with high added value, setting some gifts appropriately can attract patients to buy. However, in the setting of gifts, it is necessary to maintain a good degree, and it is best to give priority to drugs and articles related to adjuvant treatment of patients' diseases.
Fourth, choose the right media.
It is not enough to have a loud selling point and find a marketable channel for varieties to speculate in the market. In order to realize the successful sales of products, especially the varieties that need a lot of hype, media publicity and promotion are needed. Commonly used media are: 1, newspaper 2, radio 3, television 4 and exhibition.
V. Omni-directional Terminal Power
No matter how the variety is hyped, the important link to finally complete the sales must be implemented at the sales terminal. This sales terminal may be in a pharmacy or a specialist clinic. So we should take it seriously in this link.
1, terminal display
One of the principles of terminal display is to ensure the comprehensiveness and positivity of information transmission. Do a good job in the display of promotional materials, the training of shopping guides and the full implementation of promotional activities in pharmacies and various channels related to sales;
In communities, pharmacies, clinics, etc. Around product sales, banners and board paintings should also be publicized according to the actual situation; In specialized hospitals, we should make a fuss about the attending doctor and try to get his oral recommendation, while pharmacies around specialized hospitals must occupy the market and increase publicity.
2. Event marketing
As an effective marketing method at present, we can also launch event marketing for a product according to the actual sales situation. Because a piece of news is always more eye-catching than an advertisement.
We can carry out the "* * rehabilitation star selection" through the media, carry out free physical examination and drug donation activities in conjunction with the Aiweihui/community, and hold a competition for the current population and related groups (super girls of Mengniu is a good case) and so on.
In short, our goal is to pay attention to newspapers, television and other media as much as possible and make use of all events that may have a positive impact. Products need to be improved and upgraded in the process of market operation. Only by having a scientific planning process can we ensure that the market operation of products is purposeful and effective. What needs to be affirmed is that cultivators in the contemporary environment are always trying to make their own characteristics and markets according to the changes of the times.