On the new strategy and skills of network marketing in pharmaceutical industry in the 2014

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Pharmaceutical industry after the merger and reorganization of the market in recent years, the development trend to a certain extent to the large-scale brand production, consumer trust of the brand increased, but increased the competitiveness of the market, so that pharmaceutical enterprises feel pressure doubled. How to break through the bottleneck of sales? Let the enterprise quickly out of the gloom under the bondage of competition? In the face of the above network dilemma, Liuyu and everyone to talk about today, in today's social context, the pharmaceutical Industry Network marketing strategy and promotion skills.

In the past few years, the release of TV ads to the drug companies swept, and now in the network era, if we are still invited to star endorsement, a large number of television advertising, may appear to be single. Compared with other commodities, the efficacy and safety of pharmaceutical products are more concerned by consumers. Perhaps we usually buy a drink, just figure a fresh, taste a taste. But the drug is not the same, it is closely related to the health of life, consumers choose which kind of medicine to buy, will be careful and careful contrast, the final decision to buy products, not only to the right remedy, but also to meet the rapid results, radical cure, good reputation, easy to carry, small side effects, And all of the above information can not be in the television advertisement all at once show. And the network unfolds various forms, at any time inquires can make up the television advertisement insufficiency. Fully detailed interpretation of product characteristics and efficacy, so that patients can clearly know their choice of product accuracy, promote consumer recognition of the brand.

At present, the network of people in the age of 18-45 years old, this category of people, are accustomed to online entertainment and learning, the Internet has become the first platform for their access to information. This category of people is also the most capable of consumption of the family. Master their pharmaceutical enterprises, will be the choice of many consumers. For these weekdays, the pressure of work, work tasks busy, guarding the health of the company white-collar workers, working class, when their body problems, due to personal time is not sufficient, so the general first time is to take drug treatment, their health or medical knowledge, word-of-mouth inquiries, not a minority. So the network becomes the best platform for consumers to query and verify products. If you want to buy products, they will most of the network query search, contrast information, listen to netizen evaluation, look at Enterprise dynamics and strength, conduct a comprehensive survey comparison, and then decide to buy a drug. When doing network marketing, it is very important to understand the content of the target population search. They are the diffusion of product awareness of the important promotional material, but also the key to network marketing effect conversion.

So Liuyu included for you a little analysis, how can network marketing to promote drug sales breakthrough?

Consumer Psychology: First we want to let consumers in the network directly search for "disease" "Symptoms" "Word-of-mouth" and other related content, can see the first time we have optimized to Baidu home page information, including our products and brand soft, word-of-mouth questions and answers, the official website and micro-platform and so on. Imagine if you had a cold, what would you search for? First you'll search for symptoms-related questions: "What about a cough?" What about the runny nose? " What medicine to take a fever to eat good quick? And so on. You must let the patient find your product when searching. Second, you will also search for information about a drug or ingredient contrast, as well as information related to the disease, such as weather and diet, "How to prevent the winter flu?" How does a cold regulate diet? ...... Grasp the patient's search psychology, also mastered the attraction conversion rate of the first step.

In order to spread the population and increase the conversion rate, some drugs also need to be attracted by classification. We will comprehensively decompose the target population, according to different population needs, attention, search habits, etc. to plan the dissemination of content. For example, we have taken over a modified pharmaceutical products neck and waist kang capsules, the treatment of cervical and lumbar disease, the face of a very broad crowd, we will be based on age, work, symptoms and other categories of content, classification platform for the dissemination of targeted attraction. This is the benefit of network marketing, we spread every content, the choice of each channel of communication, than television advertising and other traditional media single information and no different channels, more dissemination of value. Purchase conversion rate is greater. By implanting our products in the interest or hot topic of various audiences ' attention, we have constantly imperceptibly influenced the audience's thinking and convinced them. Although this process is relatively "long", but once the word of mouth is established, at first we are in control, the latter as long as the product efficacy to the force, consumers will take the initiative to help us spread positive product reputation. When sales continued to rise, there was no problem.

Dissemination of content: attracted the click, the real change in the patient's impression of the product is the key to the content. So the professional degree of network copywriting, the understanding of the product level, for the target consumers of the internal needs of the familiar grasp is essential, this requires the network copy of the network environment and the dissemination of the road, and the product network audience for a comprehensive analysis and control, can give a sales force of the copy content. Second, the promotion of executive staff need to be more in-depth understanding of the above information. Promotional implementation is by no means a single dissemination of information. Without the knowledge and precipitation of the above information, even if you publish tens of thousands of articles are not diligent. But at present, some drug companies have ignored the emphasis on this, the soft text written in a hard wide, will be spread as a post, but this will only waste manpower can not see the effect, because they are not familiar with the network and consumers, there is no way to communicate the timeliness and accuracy.

Communication content is not a single soft text, but also pay attention to creativity, to always understand the network interest and network focus. Each netizen, is a fuse, as long as can reasonable use, grasps the netizen most concerned emotion, the emotion, the lust, detonated the atom bomb, will make the brand information rapid dissemination, forms the Netizen spontaneous virus type spread, achieves the multiplier effect. For example, Liuyu contains the pharmaceutical products that once served Wantong pharmaceutical product to eliminate minced. At that time, our product spokesperson for Yuanli, we planned the Sanli Lily boyfriend gossip incident, at the same time the top ten creative non-stop dissemination. All include "Creative video I know 38 heart, do not do smelly 38, dialect version of advertising, the mother's Day video, etc." "Hot Topic" occasion Buck tooth brother, five stripes, PS wretched brother, etc., while mining product selling points, for vaginal inflammation and other female gynecological diseases, the target crowd care about the "relapse" issues such as product advantages and Word-of-mouth transmission. Multi-layer virus spread, expand brand communication influence and brand shape, make product sales turn three times times.

Brand Platform: Official website Construction is very important, now drug companies to the official website of the importance of more than the previous two years better, in 2011 even a large number of drug companies do not have official website, private hospitals are doing well. And now is not there is no official website problem, the key issue is the official website for the audience to provide in-depth experience is very poor. Audience in search of keywords, click to enter the official website, first impression enough to the audience to the degree of trust in the brand, second, the depth of experience, found that the content of the official online on their own no value, or the perennial no update maintenance, or as boring as chanting, or open slowly, these are the audience will decisively close the site reason, Basically no more information about the product. Secondly, the image of the enterprise micro-platform and the maintenance of the content is also critical, which embodies the brand dynamics and culture and activities of an important platform, we want to see whether the image of micro-platform is unified, whether the content of the spread of the brand's important information or humanistic care. The ability to attract the attention of potential people and continued attention. All these relate to whether the network brand construction of pharmaceutical enterprises is stable. Only with a solid foundation, can we quickly climb up or grow remarkable.

In addition Liuyu contain also to remind drug enterprises, pharmaceutical industry Network Marketing has three treasures:

Doctor relationship, medical science education platform and medical E-commerce platform. So 1, how to make a good impression on medicine? Pharmaceutical Enterprises about 60% products are prescribed by the doctor, to improve drug sales, "Please" the doctor, so that doctors have a good impression of products, more conducive to the volume. Many doctors, because of the need for exams, will gather in a certain network platform to learn. Drug companies can cooperate with the national medical examination get a certain degree of credit, when the doctor completed a certain course on the network, they can send to the doctor, but also can use these platforms for doctors to organize some meaningful activities, increase the opportunity for doctors to exercise, in the activities of the design of the product to deepen the impression of the product doctors. Remember to do not produce disgust as the first, avoid extremes. 2. How to use the Popular science platform? This platform is used for the propaganda of prescription drugs. Because the prescription medicine mainly cures the big disease, may through the product Pharmacodynamics Pharmacology carries on the thorough science analysis, strengthens the audience the trust feeling. 3, medical electronic commerce to pay attention to what? e-commerce and offline sales is actually a truth, we all know the impact of the online store sales factors have the quality of sales staff, store environment, product placement skills, prices and so on. Operating online stores are the same. General drug online sales are through the online pharmacy, so many brands of drugs, our products appear in the online pharmacy home page? Are there any recommended activities? is logistics fast? Note If the product can become the online pharmacy sales champion class products, then if the drug companies can directly participate in the operation of the website, and the online pharmacy integrated into the operation of products, even if the profits to the online pharmacy, the brand's exposure level, it is enough to effectively pull offline sales. Realized with the online pharmacy of the total win.

As a sensitive industry, network marketing in pharmaceutical industry must evade certain risks. 1, because the Internet is a double-edged sword, positive information transmission is not necessarily fast, and negative information may be much faster. Drugs as a special product, in the network complex environment, it is easy to have side effects, tax evasion, advertising exaggerated, product unqualified exposure and other similar negative information dissemination. Therefore the medical profession network public relations crisis's pre-judgment and the processing is crucial, needs to rely on the specialized network marketing personnel to solve, turns the crisis as the opportunity. 2. Pharmaceutical products are regulated strictly by law and policy. In the net pushes the medicine, must pay attention not to violate the regulation the restriction, lest causes the enterprise to bring the unnecessary trouble.

The pharmaceutical industry from the traditional marketing transition to network marketing, has been a period of time, Liuyu contains also for many pharmaceutical products have done marketing promotion, Liuyu contains confidence in the medical field for more customers to bring the most valuable results spread. Today, I am talking about the network marketing of the pharmaceutical industry, I hope to help the development of pharmaceutical enterprises and to establish adherence to the network marketing this path of determination. For more information, please contact Liuyu containing micro-letter: liuyuhan8456, Yu-containing will be warm waiting for your arrival.