In the past, many pharmaceutical companies regarded generic drugs as gold prices and sold them to hospital terminals, ignoring their corporate image and the spread law of "multiple drugs in one country". If the companies themselves have no brand awareness seriously, they will encounter the danger of drowning in the expanding market. Now, the product promotion and publicity led by many pharmaceutical companies has naturally become a tool for pharmaceutical companies to explore new regional markets and occupy a larger share, and promote purchases.
Pharmaceutical enterprises have gradually realized market development, market growth and brand image publicity. At the critical moment of follow-up, maintenance and development, if there is no new creativity, high quality, shining consumer psychology and strategic continuity of publicity, it will be difficult for the market to further improve product sales and become a "climax futures". Therefore, in the market, news event marketing promotion, public relations, network reception and other means will leave consumers with deep cognition and products.
Therefore, in order to ensure that the market sales hit a record high, according to the needs of the audience, novel publicity must cater to their consumption psychology according to this active innovation, and on the basis of absorbing advertising experience, adopt imaginative integrated communication strategies, clever advertising, cultivate brand loyalty and innovate strategies.
It is emphasized that the success of advertising strategy lies in analyzing the characteristics of target customers, product differences and media, and obtaining the specific expressive force of target customers, the suitability of this goal and the efficiency of advertising expenditure.
V. System investment
The requirements of enterprise survival and development, as a fast and low-cost product, the expansion path of many enterprises is still unstoppable. However, enterprises in China are not 95% successful! The health industry, which is considered as a sunrise industry, has an investment cost of100000 every year in Shui Piao, and nearly 1,000 excellent products have not appeared on the market. According to the survey of American bank deposits, about 30 million idle funds are used to find investment projects. Since there is a market, there will be demand, so why can't enterprises do such a big market demand? Lan Ge Zhiyang team experts pointed out; The main reasons for the investment difficulties are as follows:
Self-psychology of large enterprises
A powerful large pharmaceutical company still suffered from waterloo in the recent investment process. Why? It is precisely because of enterprises that the pharmaceutical industry has created a momentum with a high attitude, and advertisements, promotions and special funds are more frequently invested in manual and supporting facilities, rather than technology. Facts have proved that money is wrong, but don't buy a dealer. When promoting sales, enterprises should not only emphasize how strong the enterprise is and how good the products are, but also pay attention to how much benefits the enterprise can bring to consumers. For dealers, where is the profit point will be the real business. Dealers care about whether you can provide him with something. Only in these aspects can we satisfy the distribution of real dealers and let them willingly "win" the "good years" of the enterprise.
Speculative mentality of small and medium-sized enterprises
Earlier in the small and medium-sized enterprises, individual holding has been eliminated, the product packaging has been changed, several advertisements have been posted on one brand, and some brochures have been distributed. As a result, the guild hall has been promoted nationwide, often distributing goods, and all of them are second-hand dealers. It is too late to regret it! In the development of TCM health care market, some enterprises can only defraud a large sum of money by using the lowest price method for initial investment. For a time, the fair has become a paradise for illegal drug companies, and money, marketing means and investment have become cash in hand. Experts from Lange Zhiyang pointed out that only by standardizing the investment process and improving the overall quality of the industry can we effectively distinguish between excellent enterprises and inferior enterprises, excellent products and excellent products in the industry, so as to get rid of those enterprises that fish in troubled waters and raise money with "money". Only in this way can we rebuild the industry and re-establish enterprise management, thus strengthening the belief of mutual trust, common development and common prosperity among dealers, which is an innocent move of low-cost investment.