Innovation of Network Marketing in pharmaceutical industry and network marketing of healthy people

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March 2008, Wuhan Health people began to start network marketing projects. Until then, like almost all traditional pharmaceutical companies, propaganda depended on television advertising. Health people in recent years, advertising investment has been maintained in about 180.035 billion, the launch strategy is the CCTV plus satellite TV cross coverage of the pulse-type launch. But that little money is too little for TV commercials, almost one-third of the competition's drugs. The voice of advertising is weaker and smaller, the market share is less and less, cast or not, every year in the test of the health of the decision-making level of management wisdom. Too few resources, opponents too strong, Shang. Advertising creative to break through, to find new ideas and appeals point, publicity methods to break through, to find new alternative media. In this way, internet advertising into the health of the high level of consideration.

The internet as a new advertising carrier, industry development by leaps and bounds, in recent years has created a lot of people to see the dazzling form of advertising, and even the name also makes people feel refreshing. Is that these patterns of constantly refurbished advertising, not only in the impact of traditional media market, but also to disrupt the thinking of advertisers. decided to seek advertising breakthroughs in the health of the people, found a professional Internet advertising agency planning company, by them for the first net of the people to design advertising programs. The advertising company took a short time to come up with a set of plans for the health people's plan. The program includes Sina, Sohu such mainstream portal on the hard wide, ya ya, cradle such a vertical portal on the online activities, medicine and health sites on the soft text release, and other forms of advertising, including dotting, banner, topic hype, there are soft and hard, all covered the target crowd. The whole case offers more than 600,000.

It has to be said that the people at the top are wise. The plan is placed on the desk of the top of the kin, and is put on hold for a long time. The health of the people at the top of the thinking: This network advertising scheme, although it looks beautiful, but there are fatal flaws.

First, the advertising coverage is wide, but whether it can be effective? We all have the experience of surfing the Internet, Internet users do not waste time to see those boring ads, especially pop-up ads, in the rape of the eyes of netizens, but also enhance the potential user's aversion.

Second, the form of advertising can be another target customers tempted? Online photo of the baby has a lot of forms, there are many target users for small souvenirs and not too troublesome to participate in such activities to upload votes, if the number of limited, then the user registration information for the enterprise can have how much value? How to innovate the form of network activity How many tricks can you turn out?

Third, the effectiveness of advertising is sustainable? Advertising period topic can fry hot, how to calculate the hot, after the advertising period, what can be left?

Four, although the price of internet advertising is cheaper than television, but also ten thousand or twenty thousand a day, such investment in addition to the last to change the advertising company a piece of paper do not know is really false data and the analysis of the justification, what else can have?

What is the credibility of these so-called exposure rates, display rates, click-through rates, and participation rate? Can the effect of Internet advertising be just like the traditional TV ads? Just as the people at the top of the building are thinking, another set of network marketing programs has aroused their concern. This is a set based on enterprise website optimization, take the Enterprise website promotion mode of network Marketing program. The core of this package is to build a long-term platform for businesses to advertise in the Internet world, the construction of this site to meet the browsing habits of netizens, to allow netizens to find you whenever needed, to let you interact with netizens, to let netizens give you the opinion of your products, to let you have the opportunity to answer to the Netizen one-on-one his questions , to let netizens don't feel that you are in Wang Po sell melon Puff, want to let netizen need you to be inseparable from you, want to let Netizen actively spread you, want to let netizen every day the threshold of your website tread break.

is not to do the website? Every enterprise has its own web site, and even some companies spend dozens of of millions of dollars on websites, but it's clearly not up to the requirements we've mentioned above. An interactive site is a "dead" site, like a luxurious museum decoration, but the door closed every day no one to visit, do not have any propaganda role. We want to do is a "live" site, the first step, from the site optimization began.

Resurrection Official Website First

Kin-min had previous websites, more than one, there is an official website, there is a mother and child network, but these sites are just an empty shelf, no one maintenance, content for a long time does not update, there is no interactive design, from the beginning of the construction station did not consider what the netizens really need, but with their own ideas to do which The site is not built to promote, and no matter whether there is no Internet users can find, which is the common problem of most corporate websites. March 2008 ago, Health People's official website only about 200 of the IP, PV less than 300, the site is not concerned about the degree, no viscosity. Log on the site of the first 20 keywords are with the "Wuhan Health people" related to the wording, can be seen almost all investors on the Internet to check the listed company information. Such a site is a standard dead site, our network to promote the first step is to revive the official website:

1, the overall optimization of the site, modify the official website structure, adjust the content plate, so that the site structure to meet the requirements of search engine technology, more easily be found by search engines.

2, to find the most common concern with the most commonly used calcium supplements related to more than 50 groups of keywords, to adopt technical means to optimize, so that netizens can search through these keywords into the official website.

3, the site of the implantation of monitoring code, the site to be visited information tracking. Through the monitoring of the website, we can analyze a lot of information from it. For example, we like to see from internet users what content, how long to see, you can analyze what the netizen is concerned about, what is the content of the website need to be strengthened; we from the netizen all from the area, can analyze the netizen heat and advertise the area has no correlation, whether the local area has some kind of high disease type; From the frequent use of the key words, you can analyze the advertising should strengthen the demand point.

One months after the Resurrection website, the site traffic has changed dramatically. Access to the site's top 10 keywords, there have been five new optimized symptom class keywords, PV from around 270 to increase to about 4700, the mainstream search engine included information greatly improved.

First, Next is to let live website "move" up. The biggest difference between network and TV is that people who watch TV can only passively receive, but the network can interact. Although all people know that the network is interactive, but how to achieve the interaction between the Web site and netizens is not everyone can speak clearly.

First of all, in the official web Design interactive column, added Dragon Calcium Advisory Table plate. Visit the Netizen has any unclear with the calcium supplements related question, all may through this column submission, the website backstage expert will reply the Netizen to ask the question daily. I look, the advisory desk is not a new thing, a lot of corporate websites have advisory columns, but the Dragon Calcium Advisory desk is the most remarkable is to make this very common column made a great innovation, so that the health of the People model Network marketing the biggest bright spot. How did the Kin-man do it? From the beginning of the expert advice desk has a strict response system, two experts daily three times a day to answer the questions of netizens. and reply to the tone of the question is not cold perfunctory like, but through specialized training, the personalized care to take the reply, so that the users can feel like to see a specialist expert in the doctor to him. This is not counted, in the later revision of the new website, but also increased the text message reply function, so that netizens online questions, SMS notification response, and backstage experts reply time is faster and more timely, netizens in the question within an hour (the longest not more than 4 hours) can receive replies to the text, even at night and during the holidays, this is something.

Next, the opening of calcium expert blog, blog can also be online reply to netizens on the issue of calcium supplementation. Blog and official website, a private enterprise, in reply to netizens when the issue of mutual recommendation, complementary, formed a good interactive effect. Added to the problem advisory function, the official website traffic again on a step, the day IP and PV increased to 1500 and 3300 respectively. Through three months of operation, the number of questions from the original site 9, raised to 30 a day.

Another gateway to the war again

After the resurrection of the official website, so that the health of the people to see the hope that the overall optimization of the site, is the future of the internet marketing of the people of the road? At the crossroads of decision-making, the wisdom of the leadership of the people is again demonstrated. Kin-min decided to abandon the original official website, to create a new website, a flagship Dragon products marketing-oriented website. Completely discard the original frame, style, even the company's information these things can also be exempted from, such a build station idea in many people's view incredible. But behind this decision, there are mature thinking at the top of the public health:

1, the consumer to the site is to see what? Consumers do not care about your company leadership is who, do not care about how much honor you have, how many products, they must be your products have questions to seek answers. You do not give him the elimination of doubt, give him to see the leader speech, give him empty promise "rest assured medicine", he will buy your medicine to eat?

2, the official website is the Enterprise External propaganda image window, sometimes in the consumer's mind, an enterprise main product image more represents this enterprise's image. The use of this window to build and showcase the image of the main product, is in the establishment and display of corporate image.

3, people-oriented, consumers need to see what we give him to see what. Building a website is not a home renovation, their own people look comfortable on the line, but should be like building a park to build a museum, to allow tourists to stroll comfortably to play a role in publicity and education.

Based on this thinking, the leaders of kin-min finally set down the path of the network marketing of the people: relying on the enterprise website promotion based on the network marketing model. July, the reconstruction of the official website, August 1 new online line, the new website named Dragon calcium Expert network. The new website online month, the website PV reached more than 8,200, the number of questions reached 1552. What kind of website can make such a big change?

Dragon of calcium Expert network is a complete sense of marketing-oriented web site. Marketing is not the sale of products, but the site of each column, each article, each section, contains the meaning of marketing in the inside, are imperceptibly in order to achieve the final product sales to pave the way. For example, in the Dragon's calcium expert online, we add a new ebook, a total of internet users download free reading, but at the same time this ebook is the site of viral marketing began. Again, such as, a new increase in the test of calcium supplements, netizens can tick the project to check the degree of calcium deficiency, but self-test after 100% will enter the advisory table to the expert advice. In order to facilitate the netizen to see the expert's reply in time, and opened the message reply function, the netizen asks a question to leave the mobile phone number, can receive the message notice. Through the analysis of the Netizen's question, we found that the netizen is paying attention to what, and then according to their attention focus and extract the key words of 500 leader. By optimizing keywords, improve the website traffic, and then affect more netizens.

By October, the Web site traffic accumulation reached 1 million, December month, the site IP over 45000, reply to the problem 1619, the daily average of 60; As of December 31, the cumulative reply to more than 10,000 users, Web site database included potential consumer mobile phone 8,400.

In this period, we also found that the competitor of the calcium Lynch unexpectedly with our same means to do the network promotion, and even promotion strategy, the site column settings are very close. But in the end, the work of the people to do earlier, more in-depth, in the search engine optimization of the keyword most of the keywords are only more than 50 groups, but also can not be a dragon calcium expert network poses a threat, obviously, the network competition, is the people won.

Three battles.

In addition to the role of the promotion of the potential consumer education, the product sales there is no more to see the role of the touch? The senior citizens of the high level continue to put forward deeper thinking. In fact, pay attention to the dragon calcium nets can be found in the question, many potential consumers in the last question received expert reply, to the pharmacy to buy a dragon to continue to consult usage dosage. It can be seen that online expert consultation is able to drive offline sales, but directly to the potential consumers into the actual sales, we are not sure.

To achieve e-business, products must have the following attributes:

1, the commodity is special, in the Netizen side is not very good buys, or netizen to this kind of product does not go to the market to buy the custom.

2, the price is cheap, the on-line price is lower than the market price.

3, do not rush to use, the use of a strict time and urgency, a day early one day does not have much relationship.

Dragon Strong bone particles are obviously not available. This thought, raised by the senior citizens, becomes a problem in front of the Network Promotion Project group. Network promotion to achieve the current level of health, in the domestic peer has been considered very leading, you have to admit that such a network promotion model must be to achieve sales help, but how big is this power, can directly see it?

At first, we thought of doing a web survey. The results showed that 72% of netizens were willing to buy, but some questioned the authenticity of the data, after all, only the investigation did not actually deal. And then think of the catalog direct sales company, but less than 5% distribution rate, partners do not have the interest to play a free delivery role. All roads are blocked, is there really no way?

Network, only unexpectedly did not do, the network promotion group believes this point. Just as we were mired in hard thinking, an electronic reading-room case suddenly inspired us. Why not set up an electronic reading room with lots of books, finance, entertainment, political history, education, medicine ... Categories, both the market's best-selling periodicals and magazines, but also professional readers. E-Reading Room set up reading permission, 15 yuan/month, 180 yuan per year. Read the account to become the additional value of the network promotion presented to the customer. In this way, the online purchase of Dragon, although the price and pharmacies compared to no advantage, but the additional gift is very attractive. Say dry, with the aid of the third party resources, has more than 2000 electronic magazine Electronic Reading Room soon established, named as the Dragon E book. Dragon e book Bar by the third party is responsible for the overall maintenance, the health people only buy reading right card can be, of course, the price of bulk purchase is very low.

After one months of preparation, March 27, Dragon-e book bar and lung-calcium network ordering function at the same time online testing, on-line on the day to achieve the order. Next, the health people in the Dragon E book Bar on the development of advertising functions, in the title page of each book to set aside advertising, with the online ads and pharmacies to exchange advertising, which also eliminates the annual cost of pharmacy packaging display, the cost of saving just can be used for the maintenance operation of the Dragon E book. The Dragon E book not only confirms the network promotion to the product sale Direct pulling function, also indirectly realizes the profit. Dragon and the calcium net and the E book two sites complement each other, dragon calcium net for potential consumers to provide advisory services, Dragon E books to provide consumers with value-added services. Dragon e book bar on the line and further promote the increase of the Dragon's calcium net flow, now the daily average of the Dragon Calcium network has been stabilized in about 6300, solar PV more than 20000, day more than 200 questions, the network promotion project to the people on the new level.

Independent innovation of Kin-min model

Kin-min Model Network marketing summed up two unique features: one is based on the Web site to promote the network promotion model;

As a new type of media, the network has long been known to all. and the network media various propaganda advertisement form is guise unceasingly. Enterprise's network Marketing, in the end is should rely on their own established marketing website to achieve, or directly choose the right network advertising form to promote, I think can not generalize, should be from the enterprise reality, combined with practical needs, resource allocation, promotion goals and other comprehensive considerations.

Enterprises rich in resources, more money, can be all kinds of forms to be tried, hard wide, column cooperation, network activities and so on, and so on. Anyway, only if it is advertising, it seems that in addition to burning money, only the advantages of no harm. But in fact, for the end is to build a website to promote, or cast the above various forms of network advertising promotion, it can be likened to its own house or rent the choice of the son. Own house, as long as the lot of choice (network promotion method properly), long-term is the trend of appreciation (website PV constantly improve, the impact is expanding), and the rental of the house (various forms of Internet advertising) is a deadline (advertising time), but also have rent (advertising), and rent (advertising costs) is quite high, Sometimes even more than building the house (self-built sites and website promotion) costs; As for the form of the column, which is decorated for people to do wedding clothes, one day the landlord to recover the house, we end up is a white busy.

Network promotion and to find out what the core purpose is. Kin-min's network promotion is the main object of the Dragon, as a more than 20-year-old product, not lack of visibility, on the contrary, because of its long history, but in the minds of the younger generation left the old impression, the lack of the younger generation in the minds of the reputation. The realization of this reputation, we need to find the target people to communicate, to dispel their concerns because of not understanding, so as to win trust, Word-of-mouth, and finally achieve the spread of reputation. Therefore, the use of Internet platform for specific groups of people to communicate the value of products, improve the reputation of the dragon is the network of health promotion is a realistic goal.

In combination with the above analysis, it is not difficult to find that to find a specific group of people, it must be accurate promotion, to enable a specific group of people to better understand the product, you must one-on-one face-to-face communication; the website promotion will solve these problems more than the various forms of online advertising

Kin-min's network customer service has a strict management system. such as limited-time response system, 7*15 on duty system, personalized response system and so on, and every reply has a check, so as to ensure that every customer questions can be satisfied with the timely message response. A good customer service experience is the beginning of translating potential customers into real customers. In the opinion of the people, the network customer service staff is also a marketer, they are in answer to the customer questions, also contribute to the final product sales.

Kin-min Do network marketing, is the result of Shang. From the very beginning, because the cost is limited, but does not refer to the so-called successful case which the 4A advertisement company proposed, but completely relies on the independent innovation, while groping, has made the network promotion The new road, has created the healthy people pattern. Now, there are well-known enterprises in the industry began to imitate. Although the form can be copied, but the core of kin-min model is not possible to take away, that is the spirit of independent innovation, is to promote the network of healthy people to continue to move forward momentum.

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