Pharmaceutical Health brand marketing into the "public Relations era"

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Since the history, human economic development has experienced 5 times a big industrial tide. The first four times are agriculture and animal husbandry industry, industrial manufacturing, information industry and network economy, and the fifth wave of industry is closely related to human health industry. Health industry is very broad, large to life cloning, bioengineering, small to health care, tourism and leisure. One of the most closely related to consumers is the medical, pharmaceutical and health care products.

After the reform and opening-up, with the increasing of people's living standard and the increasing of health consciousness, the medicine health products ushered in the huge market development opportunity. It is understood that there are more than 7,000 medical enterprises registered in China, and more than 6,000 health products enterprises. The rapid development of the industry behind the more staged the rise and fall of medical health care products card.

Policy repression and trust crisis caused by high speed development

Once the sun god, three strains, Red escape K health Brands by virtue of small ads, experts free clinics, conference-type marketing, such as promotional means Mighty, is a medical health care products brand development of "martyrs", there are still many enterprises continue to follow this model. In 96, after the emergence of the concept of OTC, medical health care products brand spread really into the era of mass communication. Kang grams, three long stomach, giant calcium by virtue of a large number of advertising support and terminal pull to rise. Into the 2000, medical and health care products advertising more rampant, to the brain platinum, Kazakhstan six medicine, Stashu-led medical health care products brand in a dispute vowed to the end of advertising. Advertising has become the main means of medical health care products licensing and has been used so far.

The National Eleven-Five program regulates China's economic growth from about 10% to 7.8%, aiming to avoid growth and cause many problems. But the hands of medicine and health products are due to short-term investment, rapid hedging speculative mentality, ignoring the rapid development of the industry exposed to all kinds of abuses and problems, but also ignore these problems on the industry's reputation relentless overdraft and injury.

The overwhelming advertisement, the boundless soft article, the endless expert authority in "the cramming" "The education" with the sickness or the sickness person. As a result of various kinds of false propaganda and the emergence of industry crisis, so that more and more rational consumers understand that pharmaceutical health care enterprises are not in the marketing but in the "cheat sales." In particular, the PPA incident in recent years, the Harbin sky-high hospital event, and the doctor's nursing fluid incident have cast a shadow over the fragile industry. According to the latest statistics, the 2005 Drug TV advertising violation rate still up to 62%, "integrity crisis" in the entire industry chain.

The government naturally does not ignore things. To protect the vital interests of the people, since 1996, the departments concerned have issued various management measures, regulations, regulations to limit the rapid development of pharmaceutical and health care products industry. Strengthen industry supervision, combat gray transactions, reduce product prices, investigate false advertising ... 10, "policy crackdown" seems to be a medical health care products business forever pain.

Traditional spread of strained public relations has attracted much attention

In the "industry crackdown", a focus of the object is illegal, false advertising. As of April 2005, the National 11 ministries and committees to rectify the illegal false advertising, its determination, the strength of the pharmaceutical health care products advertising has encountered the strongest "Waterloo." There is no money on advertising or the pursuit of conservative phenomenon abound, advertising in product sales in the role of further reduction. Free clinics, promotions, rallies means not to use, advertising + Access + Terminal marketing model is not good, in the four public opinion denounced, pharmaceutical health care products enterprise brand building and development to the bottleneck.

Priority。 To shun the market trend continues to develop, pharmaceutical health care products enterprises must adjust the concept of business promotion, especially to strengthen enterprise integrity, brand integrity, product integrity construction. And to achieve this goal, simply by virtue of the traditional means of dissemination is obviously far from being achieved. In terms of the value function, advertising can only solve a brand or product visibility issues, but to enhance the reputation and loyalty, change people to the entire industry trust crisis, must establish a good reputation in the consumer group, and can affect people's word-of-mouth and public opinion-oriented best tool is PR relationship.

In fact, in China's pharmaceutical and health care products enterprises in the advertising campaign, some foreign health care products enterprises have already begun the smooth and quiet public relations infiltration.

Johnson has been in China since 1992, keeping sales and profits growing fast. For more than 10 years Johnson has focused on building and investing in PR, especially after 2000, when Johnson's advertising campaign was significantly reduced, with more and more money being spent on public relations and public services. Such as: Campus to send care, child-friendly sports, Johnson community Line, parents Health and safety school ... These ongoing branding and PR investments not only allowed Johnson to maintain a 11% per cent growth rate in 2005, but also made Johnson a good corporate image and reputation for "child guards" and "trusted family physicians".

Pfizer Pharmaceutical as a nearly 160 years of history of large enterprises, its brand can be evergreen is not rely on a large number of advertising piling, but the continuous brand and public relations infiltration. In China, in May 2005, Pfizer became the first batch of corporate anti-AIDS Alliance Enterprises in the world, successfully launched the "AIDS Public Welfare Project", 2004 to the China Health Express Foundation, "Health Express" project donated 450,000 yuan of artificial crystals, for the Western China Poor cataract blind children's sight surgery; The largest contributors to the Indian Ocean earthquake in 2004 donated $35 million trillion, and in 2003 the SARS outbreak, through cross to the Chinese government to donate 450,000 of dollars of goods and funds. Also worth mentioning is Pfizer's famous product "Viagra" success, we can not see Viagra ads, but the news about Viagra and the spread of word of mouth, this is the power of public relations. In addition to foreign multinational companies, there are many excellent pharmaceutical companies in China early awareness of the importance of public relations.

2005, a large area of the outbreak of avian influenza, which has a lot of production to regulate the immune function of health care products have brought a good opportunity to promote. However, due to many policies and the Propaganda department's control, many related enterprises can not through advertising and other traditional forms of communication to brand exposure. When other people are helpless, Hangzhou Minsheng Pharmaceutical industry through the public Relations company to the Ministry of Health to the Ministry of Health donated to the 200多万份 of healthy knowledge of publicity materials, each piece of publicity materials have been marked by the enterprise, and through the way of news in the country more than 100 media on a large number of events to inform and The people's livelihood medicine in this way in helping to better understand and scientific prevention of avian influenza, while effectively expanding its products 21 gold dimension of his cognitive, for its product during the Spring Festival sales work has given a strong support. Since then, the people's livelihood pharmaceutical industry through the sponsorship of CCTV Spring Festival Gala selection, launched 21 family planning, such as a series of public relations activities, widely established a good corporate image and social responsibility.

Pharmaceutical enterprises to import and pay attention to public relations behavior, not only in the industry-related policy norms of marketing innovation, but also to meet consumer awareness, improve corporate integrity image, the best way to prevent the situation. Believe that in the conference marketing, terminal marketing, advertising marketing, enterprise health care products industry will gradually step into a more scientific, more standardized, more sunshine of the public Relations communication era.

Article Source: http://www.yaojiao.tv/blog/index.php/archives/97/