Medical brand Ice-breaking network marketing

As we all know, the network has more and more far-reaching influence on the corporate brand. However, in the pharmaceutical industry, the network does not seem to cause enough attention, the entire pharmaceutical industry's internet advertising accounted for the entire network advertising 2% or so, compared to pharmaceutical companies in the CCTV advertising bidding billions strong performance, the difference is not stint.

With the rapid growth of the number of Chinese netizens, the power of the Internet is not only the influence of its media, in fact, as long as appropriate and full use, pharmaceutical enterprises through network marketing can not only display the image of the enterprise, and even can carry out recruitment, customer contact, information release, can even explore consumer needs to improve innovative products.

The power of network marketing is so attractive, then, why the pharmaceutical industry for the network of the field cautious, has never fully invested?

First of all, this is due to the history of the pharmaceutical industry, in the planned economy system, China's pharmaceutical production enterprises are not really a real sense of the enterprise, but the implementation of the Government issued mandatory production workshop, should belong to the enterprise independent behavior of product development and sales, capital supply and use, The problems of business planning and development are basically handled by the government. Under the market economy system, pharmaceutical enterprises, like other production enterprises, gradually restore the true nature of the enterprise and become an independent economic entity, in the process of the transformation of the system, the traditional marketing thinking that drug enterprises have accumulated over the years has not changed completely.

Secondly, due to the diversity of Internet information sources, active participation of netizens, the enterprise may become a little attention to netizens "scold" and the object of complaint, especially for medicine this is related to life, health of special industries.

This shows that the pharmaceutical industry for internet marketing has been timid understandable.

However, with the establishment of the new medical reform policy and the introduction of the basic Medicine catalogue in 2009, the medicine industry ushered in the eve of the big shuffle, which brought the opportunity to the pharmaceutical enterprises, and undoubtedly brought great challenges. Can be in this industry shuffle to survive, and even stand out, drug-enterprise pressure imaginable.

In this case, from price competition to brand competition has become a common consensus among many drug companies. To enhance brand power, the most important thing is to have a good reputation. In the current media structure, network communication has changed the traditional thinking of the audience, the information channel reshuffle, the network has become the brand Word-of-mouth marketing amplifier. As a result, the pharmaceutical industry is trying to find breakthroughs in the network marketing of the ice broken ice.

In the midst of a cry without a big bang, we found that the official microblogging of such a drug company to do a good job, like a natural internet gene, like the enterprise, it is in the Internet language to adapt to the Internet world, not only has hundreds of thousands of of fans, but also caused by the pharmaceutical industry and marketing attention.

To play the interactive effect of micro-blogging with the main exchange

Careful observation, the official micro-Bo Liuzhou pharmaceutical brand name mainly set up five standards of its own plate, such as # Doctor's Reception Room #, #DR. GUI Room #, # "GUI" in Intimate #, #午间小憩 #, #你最珍 "GUI" #等. In the # Dr. Lemon Guest Room #, #DR. GUI Room #, #你最珍 "GUI" #这三个版块中, mainly to provide health advice for the throat, and in the # "GUI" in the Intimate # and # Midday NAP # section, is mainly to communicate with users easily.

For the GUI long, the official microblogging channel can directly correspond to consumers, listen to consumer feedback, directly provide advice, convey the brand image. Guangxi Liuzhou Pharmaceutical Marketing director Yin Jiomu in an interview told the new marketing said, in the beginning of the operation of micro-blog, feel to the dragon to do throat health and other aspects of the consultation of netizens, "at the beginning it is difficult to each of the netizens answered, this is where we started quite a headache." ”

In response to this situation, the GUI long in time to increase the official micro-blogging operations need the number of medical experts, and through the form of separate sections to allow a number of experts to their respective roles, the problem can be resolved. Now, most netizens can get the reasonable suggestion that the GUI long provides. "Many netizens in the sense of throat discomfort or already suffering from throat disease, will be to the official micro-BO hair letters for help." We are also able to do our best to give users some reasonable professional advice, of course, we still hope that users can go to the hospital to carry out systematic examination and diagnosis to ensure early recovery of health. "GUI Long official micro-director added.

For the GUI long, the official micro Bo mainly played a role in communication with netizens, "more exchanges with netizens, this is not only the style of the official microblogging, but also we do micro-Bo's original intention, namely: to build it as a communication with consumers important position." ”

At present, from the background of Sina Weibo data statistics, Liuzhou Pharmaceutical official Micro Bo fan activity can be maintained in more than 40%. And in the fans ' visit to the official microblog homepage, 75% of the visitors for the existing visitors, new visitors at about 25%; from the number of new fans and cancellation of concern, the average number of fans per day more than 300, the next day the cancellation of attention in the number of 30 or so, it can be inferred that Liuzhou pharmaceutical official micro Bo's fan loyalty is at a more reasonable level.

Ice-breaking Network marketing for network characteristics

Generally speaking, the pharmaceutical brand in the marketing promotion of the main use of traditional television media, supplemented by other media, Liuzhou pharmaceutical industry is no exception. Distinctive is, the GUI dragon in other media aspect layout is deep and deep, with the fine cloth point to complement the traditional television media insufficiency and inferior place, has created the more stereoscopic marketing dissemination pattern.

In other media outlets, depending on the audience's exposure to media habits, the changes in contact media, Gui long mainly through social media marketing and search engine marketing (such as search engine bidding, website optimization, etc.), network PR marketing (such as micro-blog, news software, forum/community, question/encyclopedia, public Information and dissemination, etc.), Pharmaceutical authoritative Marketing (TCM experts on disease and drug knowledge to explain the spread), network promotion (Baidu know, search for questions, medical vertical Web site questions and answers, forum/community, video marketing, etc.), pharmaceutical sales promotion, video patch, bus mobile video, bus body, newspapers/magazines, outdoor and so on, The creation of a traditional media outside the marketing to promote Skynet, the target consumer to achieve the maximum possible coverage of the total.

Of course, for the representative of the pharmaceutical enterprises, in the network marketing problems encountered in many ways: such as how to achieve the network marketing model selection and combination? Network marketing forms are numerous, such as video, search engine bidding, rich media interactive advertising, micro-blog marketing, and so on, how to combine a variety of network marketing mode, so that the maximum effect?

In addition, the improvement of the THIRD-PARTY monitoring system also requires a certain amount of time. The core of network marketing is the data, the need for an objective and impartial third-party monitoring system to provide accurate data, and the improvement of this monitoring system can not be achieved overnight.

There is a problem for pharmaceutical companies is the desire for professional network marketing talent. Network Marketing Knowledge Update fast, professional network marketing talent scarce, proficient in medicine at the same time proficient in network marketing talent is less. How to excavate and train the network marketing talents proficient in the industry is an important problem to be solved urgently.

Finally, for the marketing staff in the pharmaceutical enterprises, how to let more people in the enterprise to understand the importance of network marketing, inevitability, and the potential to achieve a huge transmission effect, so as to mobilize all staff spontaneously joined the network marketing and communication, network marketing and communication is the prerequisite for success, but also the marketing staff have to do one of the important lessons.

Public service and network combined to promote word-of-mouth through amplifiers

For pharmaceutical companies, due to the specificity of the product, there are some unavoidable risks in network marketing, in this respect, the GUI long first according to its own product characteristics, in the rich social media before, more to consider consumer-centric "content-oriented" marketing and dissemination of the form, rather than the flow or betting to the current network media The form of "hard and wide" communication. The second is to set up an independent network of new media marketing team, continuous and progressive input.

For any enterprise, any kind of marketing model involves the dissemination of investment, will consider "I should choose which media?", "My advertising has no effect?" ...... And so on. Specific to the pharmaceutical industry, especially the OTC-oriented pharmaceutical enterprises, but also in the case of a limited budget to test the water network marketing, continuous and progressive investment and cultivation, which is more conducive to the exploration of enterprises and brands for the spread of the form.

For example, GUI long will be the public service and network marketing to combine the attempt to obtain a very good effect. Liuzhou Pharmaceutical in the micro-blog marketing, to pay attention to public welfare undertakings as a cut mouth, the public service marketing point to focus on product core consumer groups, (slow and easy lemon every year, "Consumer brand Tracking Research", 3 consecutive years of research data show, teachers and other long-term use of the voice of the crowd is Slow Yan Shu Lemon brand of serious consumers, therefore, Liuzhou Pharmaceutical registered with the teacher as the main public welfare theme microblogging "Guardian teacher Voice Line"), in the era of the national micro-bo, through the open platform of Sina, through the advantages of enterprise brands for public welfare undertakings, can achieve the brand image and promote public welfare cause of the combination.

At present, Liuzhou Pharmaceutical has two main micro-bo, "Liuzhou Pharmaceutical official micro-bo" and "Guardian teacher Voice line" public welfare theme microblogging, two micro-blog form ab matrix, brand promotion as the core task. The former mainly publishes various kinds of information about enterprises and products, at the same time, to provide consumers with health knowledge and medical consulting services to the brand hard information output as the main style, the latter is the public service line, in 2012, the GUI long spent money to create three public welfare micro-film "retirement Voice", "The voice of the teacher", "the most beautiful voice" Combined with the network PR promotion, network video transmission, TV public service advertising hereafter, car video playback, and so on, calling on the whole society to follow the Liuzhou medicine slow and easy to care for the health of the teacher throat, the consumer needs and product characteristics skillfully fit, emphasizing slow Yan Shu Ning brand emotional appeal.

In Liuzhou Pharmaceutical official micro, to Dr. GUI this virtual image to shape the brand affinity of GUI long, through the "GUI in the Bosom", "you most precious GUI" "Dr. GUI will living room" and other original topics, using micro-BO search, search and throat disease related content and a large number of real fan interaction, Liuzhou Pharmaceutical Marketing director Yin Jiomu that, As a result of the special properties of pharmaceutical products, in terms of network marketing, compared to make people's eyes of the network hard wide, more need is this "smooth things fine silent" knowledge popularization.

And it is this "smooth and silent", become the pharmaceutical industry Network marketing, and gradually find suitable for the industry, enterprises, products and brand characteristics of the marketing model of the Prelude.