Network marketing of pharmaceutical industry enterprises in internet era

Beginning in 2012, with the support of national policies and changes in consumer buying habits, the "cold" of the pharmaceutical market began to heat up gradually, more and more pharmaceutical industry enterprises began to prepare to test water medicine E-commerce. But industrial companies have never really faced consumers before. Once the "net", in the face of a nationwide, massive consumers, order processing, product logistics, after-sales service, customer complaints handling ... The problems that have never been thought of before have followed, will make the proprietary sales website industrial enterprises at a loss, difficult to continue operating.

Is there a more secure way for the first "net" industrial enterprises? The answer is yes, there are three ways: ① industrial Enterprises in the "net" early, in order to solve the network marketing, customer service, professional personnel, logistics and other aspects of the problem, you can choose to take "on behalf of the Operation" (TP) way, will be online business to professional operations team, and gradually bigger business, but also with the professional team to learn and accumulate experience ② "Nine Yang" Road: Enterprises do a good job of the original strengths: brand promotion and promotion, the development of electricity as a sales platform, promotional resources by the enterprise, according to the performance of the electric business platform and enterprise strategic needs for resource allocation; ③ and electric business to carry out strategic cooperation, complement each other, build the Internet marketing as the core of the Together to pull brands on the internet visibility and sales growth.

From the point of view of the marketing system of pharmaceutical industry enterprises, internet marketing also has its own unique "individuality". Let's resolve this from the most basic 4P marketing mix:

Product--① selection of products from the consumer characteristics of the network: "NET" population characteristics of the decision for the Internet products of the gene "young", "female", "white-collar", "fashion", "Mother and Child",

"Health", "medicine makeup"; ② from the electrical business characteristics of the selection of goods: The electrical business covers the whole country, logistics costs and cargo safety to determine the product profit and consumer experience of the key factors, so the internet sales of products preferably in line with the average unit price, reasonable volume, not liquid characteristics.

price--the Internet is more open and transparent than offline prices and easier to control. Some online channels have a better sales base or agent control of a strong product, can be used to design a separate network of sales of the consumer characteristics based on the Internet, product pricing should adopt a medium pricing strategy to reduce the initial cost of consumers to buy, and "100 Yuan is the road Karez."

place--based on the regional advantages of logistics RADIUS, brand and product, enterprises in the choice of online pharmacy partners, it is best to select 2-3 in the country (south, north China; north, East, South China) in order to form for the national market effective coverage and benign competition; online businesses can find models offline, As with a chain pharmacy, it also needs to focus on the coverage and ductility of its online business when selecting online partners.

promotion--based on consumer internet consumption behavior characteristics and path, to create a "solution to purchase" as the core of integrated marketing planning. In the AIDMA marketing law of traditional media, consumers from the attention, to generate interest, desire, memory, and then to purchase the process, the population is diminishing, and have the network characteristics of the Aisas marketing rules, it is a good explanation of the consumer from attention, interest, search, purchase and then to share the new consumption path.

Among the Aisas laws proposed by the--search, the emergence of two "s" (search), share (sharing) with network characteristics points to the importance of search and sharing in the internet age. How to make good use of these two "S"? First of all, in search, to continuously improve SEO optimization, the Internet is a huge information resource pool, to show consumers the best brand image, we must use public relations means, vertical and horizontal two-way deepening brand information, in the direct audience to enhance the brand reputation at the same time, further optimize the search results.

In addition, in sharing, to try social media marketing, and at present the biggest voice, the most active platform for netizens is Weibo. In micro-blog marketing, try multiple Account Operators, multiple application implants, multiple terminals with even connected line, are a good choice, but if a little careless, negative information is very easy to appear.

Finally, we recommend that you start to focus on real-time marketing, the characteristics of the network is real-time detonation, and real-time by the next detonation of annihilation, the traditional, the same as the implementation of the early development of the marketing plan in the Internet era is bound to be difficult to work. Only grasp this benign marketing cycle, can make full use of the advantages of the Internet, to win in the present.

(The author is the Hundred Yang Health Network CMO)