New observation of pharmaceutical enterprise Marketing: Make network marketing more valuable

With the rapid growth of internet users in China, many pharmaceutical companies have seen the potential opportunities of online media, although the adoption rate is uneven, but with the slow and steady marketing campaign to the Internet, change is taking place. We have seen a lot of pharmaceutical enterprises in the Internet marketing has made a strong step. Asia Bao Pharmaceutical, Yunnan Rainbow Pharmaceutical, Panlong Sea of clouds, amend the pharmaceutical industry, daughter medicine, such as nine-together interactive full case customers in the network marketing has made an important breakthrough, and achieved good marketing results.

It is noteworthy that in the current media structure, the network has changed the traditional thinking of the audience, information channels reshuffle, the network has become a brand of Word-of-mouth marketing amplifier. The most important change in the digital age is that communication and interaction become ubiquitous. Consumers are increasingly relying on advice from friends and even strangers on the internet when making decisions about health-related choices such as drugs. At the same time, the characteristics of this sharing and communication, but also determines the spread of the internet and not only the release of product information and corporate propaganda so simple, pharmaceutical companies are trying to find breakthroughs in the network marketing of the broken ice.

Effective integration and more power

With the increasingly fierce network marketing competition, simply rely on a network marketing method is difficult to achieve the best results, we must integrate a variety of network marketing methods. Pharmaceutical companies need to be constantly concerned about the value orientation of their consumers or that they must be able to understand what is attracting the attention of consumers. Coordinate the use of different means of communication to play the advantages of different communication tools. On the basis of deeply understanding the value orientation of consumers, we will integrate the values into the brand, and let the consumers produce the corresponding value psychology experience through the brand communication, so that the brand can be deeply introduced into the consumer's mind through the psychological experience of value orientation, thus forming the brand experience and reaching the goal of Word-of-mouth marketing and With fine cloth points to complement the traditional TV media deficiencies and less, to create a more stereoscopic marketing communication model.

Based on the changes in the audience's exposure to media habits, contact media changes, pharmaceutical enterprises can through video advertising, search engine marketing (such as search engine bidding, website optimization, etc.), network PR marketing (such as micro-blog, news software, forum/community, Q/A encyclopedia, public information and dissemination, etc.), Medical Authority Marketing ( Medical experts disease and medication Knowledge dissemination), network promotion (Baidu know, search questions, medical vertical Web site questions and answers, etc.), such as the creation of a traditional media outside the marketing of Skynet, the target consumer to achieve the largest possible coverage of the total siege. To nine-in-one interaction to help the development of the network marketing of the pharmaceutical industry, for example, to develop an integrated marketing strategy to the core of the strategy for the fulcrum, pry the entire internet. The goal of educating the target consumer, mother, let mother to baby diarrhea pathology, disease knowledge, rational use of drugs, family and other knowledge for a comprehensive understanding, to this end, the Bao pharmaceutical industry through the official microblogging, question and answer platform, forum community, medical vertical website, etc., to give consumers the most professional answer, So as to create a brand of professional pro-people image.

In fact, network integration Marketing can pinpoint information to target audiences, conduct directional communication, and focus on fishing. Search engines, classified sites, local forums, the various forms of the network, forming multiple scopes, so that enterprises can accurately find their own communication goals. At the same time in the network can also do real-time monitoring, statistics and analysis of the data, according to the results of the communication strategy can be adjusted in real time. This makes the dissemination of information can be accurate to people, "bomb" without virtual hair, reduce resource waste.

Let marketing interact

Under the impact of social media, when the micro-bo increasingly mature, micro-credit and other social network platform strong rise, pharmaceutical enterprises How to quickly change the traditional network marketing thinking, take the most suitable for their own development of marketing strategy, in the complex network environment to find the target consumers and eventually establish a marketing ecosystem, is a new subject for pharmaceutical enterprises and nine-together interaction.

The pharmaceutical brand in the interactive marketing must grasp the netizen every time the driving motivation behind the network action, to pay attention to the user experience, social media are mostly with their friends or fans for interactive exchanges, only a good experience, both sides will carry out benign interaction. First of all, the content of the communication in the social media age should have some self communication power. Content level, divided into momentum and occasion two ideas. Hype is the need to have a clear insight into the audience's characteristics and preferences to create popular hot spots, occasion, is to quickly follow the network on the hot topic, and put the brand information effectively implanted. Because the dissemination cycle of hot spots on the network is basically 1-2 weeks, so how to quickly grasp and skillfully merge with medicine brand in the short term is the key to occasion success. Secondly, in the communication dimension, how to use the KOL resources, media resources, enterprises from the media and the partners, on which platform to carry out what kind of functional division is the most need to consider the problem. Generally speaking, the dissemination of topics and events have strong regularity, divided into the origin of the topic of exposure-the topic of detonation-large-scale diffusion-tend to smooth. To grasp this rule from birth to disappearance, it is possible to create a hot topic with explosive effect and viral transmission.

In the pharmaceutical enterprises of the nine-hop interactive service, many of the social media has carried out a useful marketing activities, such as the daughter of the drug industry using micro-BO platform for the spread of Love micro-comics "women those things", on the cartoon image of the interesting content, combined with the hot topic of women, clever implanted brand love women's concept, It captures the attention of the female consumer and obtains the remarkable dissemination effect. In fact, it is not difficult to see that the pharmaceutical enterprises in the process of interaction with consumers, should be "people-centered", in the network environment, the establishment of a human-centric system, the need for large data analysis and statistics, through data sorting and judgment, can find the most accurate target population, and then according to the characteristics of these target populations, Preferences and other characteristics of targeted precision marketing, in order to achieve the advertising to the real needs of the people. Pharmaceutical enterprises in the face of consumer marketing strategy, should also from the "Management" and "control" jump out, first learn to "listen", just know how to "say" to the audience, just know to the audience "say what", it is possible to realize the interaction between enterprises and consumers.