As policies become tighter and tighter, the policy risks of medical reform have greatly increased. A well-known company with a very good brand image has very strong means and capabilities to resist risks. As products tend to be homogeneous, advertising, as the main means of influencing brands, ultimately affects product sales. For manufacturing companies in the field of consumer goods, the author believes that advertising is not necessary, but it is absolutely impossible without advertising. There is a question of quality and quantity here. In the chaotic advertising war, not all consumers recognize the ads that are everywhere.

With public relations activities as the fulcrum

In the fierce market competition, pharmaceutical advertising, as an important means for pharmaceutical manufacturers to improve product competitiveness and enhance corporate image, plays an increasingly prominent role. In the early days of Jiangzhong Pharmaceutical's advertising dispute over Caohuora lozenges, the leaders at that time made an "arbitrary" decision to take out loans for advertising. This was undoubtedly a risk for a company on the verge of bankruptcy, but Under the circumstances at the time, this decision was wise. Since then, Jiangzhong Pharmaceutical has gradually grown into a nationally renowned enterprise with sales of hundreds of millions of yuan. There are many such success examples.

With the development of the times, most companies have not achieved the expected results after spending huge amounts of advertising money. Data shows that most of the advertisements placed in the media in my country are invalid advertisements (accounting for an estimated 80%). A pharmaceutical company in Xi'an launched a drug to treat hepatitis. Without in-depth analysis of the market, it blindly advertised. It just invested tens of millions of yuan on CCTV and became the so-called "standard king". The product did not sell as well as the manufacturer expected. Later, companies were heavily in debt and faced crises. On the surface, this is blind advertising. In fact, the reason for its failure lies in the lack of detailed and in-depth research and analysis, reasonable selection of advertising media, market planning within our capabilities, and the long-term development plan of the enterprise. This is related to deep-seated issues such as my country's current system and the way enterprises operate, and it is necessary to establish a complete modern enterprise system that conforms to market rules.

Brand promotion should be all-round and multi-target. The company's products, trademarks, and company image should be conveyed to the public through different media. It is necessary to achieve the established sales targets without wasting money. How to achieve these goals? Among the vast variety of media, what is the right choice? Archimedes once said: 'Give me a fulcrum and I can lift the earth. 'In terms of corporate reality, this fulcrum is mainly mass public relations activities, focusing on public relations activities related to the company's business or products, and targeted selection of advertising media. Only in this way can it be core and targeted, form advantages, and produce fermentation chain effects. .

Plan first, then set costs

Successfully entering the market and then occupying the market requires solving many tactical problems. A good launch plan is the key to the successful rise of a product, and the choice of media mix, the timing of market entry, the creativity of advertising, the frequency of advertising and the area where it is placed are all important factors that affect the effectiveness of advertising, and are also important factors in measuring advertising effectiveness. An important criterion for the quality of marketing planning.

Konosuke Matsushita said it well: ‘Panasonic’s constant business secret is change. 'Plan does not mean rigidity, only adaptability can make the best of the situation. Based on experience, the author believes that an enterprise’s investment in advertising should account for 5 to 10% of its sales. This ratio can be adjusted appropriately according to its own situation in the current fierce market competition. Do not make plans based on advertising fees, but should be based on reasonable plan to adjust the cost. A fast-growing company must have a basic investment, supplemented by a good team, to strengthen the brand through value marketing of products, so that the company can accelerate expansion and expand market share and coverage. Through media combination and public relations promoted by various media around core values, and strengthening publicity methods, the company's brand effect can gradually move from regional to national, and from professional fields to the general public.

Advertising tactics should reflect the company's image with product image.

If OTC products are to be combined with regional tactical advertising,

that is, interaction between newspapers, outdoor, television, radio, Internet and other media, a team of experts must be established to provide public consultation services and interaction. The team enables the media and the public to interact with products and companies, thereby promoting sales and enhancing the company's image.

Professional media recommends that product managers should be the main ones responsible for selecting relevant industry publications, selectively publishing them, carrying out academic activities through these platforms, establishing corresponding expert groups, and organizing public welfare and National and science-based health activities have laid a professional reserve force and established the image of a pharmaceutical company that combines professionalism and publicity with a good sense of social responsibility.

Find the core value of the brand

The core value of the brand is the main part of the brand assets. All value activities of the enterprise (marketing communication activities that are directly displayed in front of consumers) must revolve around the brand Core values ??unfold.

First of all, launch various social public relations activities to establish the company's good sense of social responsibility, such as sending warmth of love, Project Hope and other activities, and friendly cooperation with relevant industry associations and groups to carry out a variety of activities , establish extensive customer ties.

For companies with many products and both OTC and prescription drugs, OTC can be used mainly through mass media to expand the company's influence and popularity in various forms of publicity. Prescription drugs should be based on professional media and use effective public relations activities and Limited promotional publicity is used to establish a professional image of the product, strengthen its reputation, and form a pattern in which OTC is the pioneer in shaping the company's reputation, and prescription drugs are the core of the company's brand, driving other products.

Secondly, based on product characteristics, carry out various promotional activities that help establish a positive image of the company. The so-called promotion is not boring leaflets, endless forced introduction of products, and inferior buy-and-give-away tactics, but the use of appropriate methods and activities to make emotional appeals and shorten the psychological distance with the public and consumers. Blindly forcibly convey functional appeals, but rely on the psychological and emotional needs behind product functions to create value.

Thirdly, create and develop news of value to the enterprise with a strategic vision, establish corporate heroes, build and enrich corporate culture and values ??with personality charm, and enrich the connotation and level of the company's brand. Compared with advertising, this cost is less and the effect is better. Haier's Zhang Ruimin, Lenovo's Liu Chuanzhi, Shanda's Chen Tianqiao, etc. These corporate heroes not only shaped their successful and glorious experiences through the media, but also communicated directly with the public effectively and personally through them, making the corporate image more personalized and vivid. The entrepreneur's personal charm and the company's image complement each other, leaving a very good image in the public mind.

Through a variety of methods, the corporate culture can be revisited, so that the company's philosophy can truly form a common consciousness and become the criterion for everyone's conscious actions, which can form a positive interaction within the company, and ultimately through the visual system Convey this spirit to the public.

If a brand does not have a clear core value, it is impossible to grow into a strong brand. Therefore, it is necessary for companies to accurately understand the connotation of the brand's core value and refine the core value with commercial value