There are nearly 10,000 OTC drugs in the market in China, and OTC drug marketing models are constantly innovating. According to the current reality of fierce market competition, marketing of OTC drugs must have the following four “strengthsâ€.
The ultimate goal of innovative product sales force OTC drugs will ultimately fall into product and quality. If OTC drugs do not have quality assurance, other marketing strategies are no better. Therefore, based on this, OTC drug positioning, product packaging, and product service have become three aspects that are indispensable for sales of innovative products.
Localization and promotion The current homogeneity of OTC drugs is serious, and product positioning needs to address the differences in the selling points, the differentiation of populations, the differentiation of product mechanisms, and the differentiation of product promotion slogans.
Packaging promotion packaging is a means of publicity, is a mode of operation of the hard terminal, packaging is the corporate image. The product image also needs special attention. The signs, banners, umbrellas, light boxes, posters for posters, Taiwanese cards, brochures, and exhibition boards can be used in a unique way to attract consumers' attention and stimulate their desire to purchase. The purpose of the promotion.
Service-oriented consumers purchase OTC drugs, in the final analysis, in order to purchase products. In the increasingly fierce competition of homogenization, services, especially those directly provided to consumers, have become differentiated and cultivate consumer loyalty. The degree of hardware and service are even more important than the product, especially for high-priced products. With the development of society, people’s awareness of their own health has increased. Faced with a wide variety of drugs with different functions, people’s demand for health education related to rational drug use has also increased. This is a breakthrough point for OTC drug services.
Raising channels to control sales channels Reluctance to distribute or value a product depends on the following four factors: scale, spread system, customer relationships, and sales services. Whoever has the channel will have the basis for winning the market. Then, how to increase the channel to control?
Channels to build OTC drug marketing to ensure the distribution rate is the premise of the volume. The reasons for the low rate of distribution are fourfold: First, the gross profit of products has been declining all the way due to the terminal price war, and even the terminal price is upside down; the second is that the main chain terminal promotes high gross profit products; the third is the selective distribution of channels; and the fourth is the inefficiency of the manufacturers' terminals. . Therefore, it is necessary to change the concept of “putting products to distributors to complete sales†and actively carry out the work of channel co-construction so as to increase the distribution rate and make breakthroughs and effectively carry out terminal marketing.
A win-win channel If you want to create a win-win OTC path, that is, to integrate the interests of distributors, distributors, retail terminals, and the interests of the manufacturer in the entire OTC distribution channel, you should do the following: Balance supply and demand, keep prices relatively stable; information transparent, win customer trust; communicate regularly, give customers confidence; be honest, stay in long-term cooperation; work together to create benefits for customers.
To create "base areas," the so-called "people who have regional successes," and enter the era of prosperous pharmaceutical companies must have a better market foundation. The difference in consumption between each province is one of the important environmental factors that companies must face. Due to the constraints of the comprehensive strength of enterprises, not all regions are worth entering, or companies have the ability to enter. Faced with this situation, what can or must be the focus of attention is only the strategic regional market, which we call the “base area†of the enterprise. To successfully occupy the "base area" requires a variety of capabilities, including the positioning of the regional market, the breakdown of customers, the protection of the organizational structure, and the matching of system resources.
Build brands and drive China's OTC drug market has entered an era in which competition has fully played its role. Faced with a wide range of drugs in pharmacy terminals, consumers are more likely to feel that they have no choice, and when it comes time to make a real choice, most people will still choose brands that have already become popular. So, how can OTC drugs become the brand name of consumers?
Advertising through advertising, past drug experience or friends, consumers can choose some drugs, but the most critical factor affecting consumer choice is the brand. The competition in the OTC market has finally developed. It must be the competition of the brand. Only by establishing a strong brand can we allow consumers to purchase products independently, in order to force the terminal and channel distribution products. This is brand power. Of course, the creation of brand power does not happen overnight. It requires strong market planning capabilities and advertising planning capabilities. To create a brand, we must innovate.
Integrated communication as a small-input, high-output integrated public communication can often attract media and public attention at a relatively small cost. If used properly, it can also produce the effect of tripartite win-win: the media has published valuable articles, and the readers have obtained useful information. The company has raised the popularity and reputation through media reports. The large-scale television series “Dazhaimenâ€, which was once the most watched by CCTV, was created on the basis of the history of Tong Ren Tang. The plots popular in the north and south of the country are also natural for this long-established and renowned home and abroad. Polished signboards.
Actual promotion The current media diversification has changed the path and method of traditional communication in the past. The creation of OTC brand requires not only the use of traditional media, but also other new media, combined with other paths, such as promotional materials, community activities, and health education. and many more. Under the premise of ensuring the function and quality of OTC drugs, OTC drugs will be closer to consumers than other consumer products, and they will be combined with pharmacies for effective promotion activities such as health education and community promotion, with a high degree of credibility. The concentration of the crowd and the quickness of input can quickly capture the feedback information of consumers, so as to investigate the overall promotion and sales tactics, and strengthen the familiarity and acceptance of consumers and companies.
In a complete cycle of event marketing, the rallying function of news events can allow consumers to continue to be exposed to the influence of the same brand. The public welfare activities of related institutions will inevitably form a relatively consolidated brand image in the minds of target consumers.
Building team combat effectiveness From the current situation, OTC drug marketing teams are mostly uneven. Many people have been brought to the market without special management and training. This may have some effect in the early stage, but letting a team with no combat strength go to war can be imagined. For companies, it will only increase future costs.
So, how to build team fighting power? The first is training. Strict training for each salesperson makes it very clear that the company's working methods, terminal market management model, at the same time, in order to allow each salesperson to quickly change themselves and put into work, you need to always remind and demonstrate in peacetime . Followed by standardization. Standardized movements, languages ​​or words, problem solving ideas, etc., are all necessary weapons for the team. Of course, all this is inseparable from the goal of performance assessment. Finally, the design of the marketing assessment system. Without an appraisal system, all efforts to improve marketing performance will only be in a form that cannot be fundamentally resolved.
In short, the construction and management of promotion teams, and the planning and implementation of marketing promotion are all indispensable elements of OTC drug marketing.
The ultimate goal of innovative product sales force OTC drugs will ultimately fall into product and quality. If OTC drugs do not have quality assurance, other marketing strategies are no better. Therefore, based on this, OTC drug positioning, product packaging, and product service have become three aspects that are indispensable for sales of innovative products.
Localization and promotion The current homogeneity of OTC drugs is serious, and product positioning needs to address the differences in the selling points, the differentiation of populations, the differentiation of product mechanisms, and the differentiation of product promotion slogans.
Packaging promotion packaging is a means of publicity, is a mode of operation of the hard terminal, packaging is the corporate image. The product image also needs special attention. The signs, banners, umbrellas, light boxes, posters for posters, Taiwanese cards, brochures, and exhibition boards can be used in a unique way to attract consumers' attention and stimulate their desire to purchase. The purpose of the promotion.
Service-oriented consumers purchase OTC drugs, in the final analysis, in order to purchase products. In the increasingly fierce competition of homogenization, services, especially those directly provided to consumers, have become differentiated and cultivate consumer loyalty. The degree of hardware and service are even more important than the product, especially for high-priced products. With the development of society, people’s awareness of their own health has increased. Faced with a wide variety of drugs with different functions, people’s demand for health education related to rational drug use has also increased. This is a breakthrough point for OTC drug services.
Raising channels to control sales channels Reluctance to distribute or value a product depends on the following four factors: scale, spread system, customer relationships, and sales services. Whoever has the channel will have the basis for winning the market. Then, how to increase the channel to control?
Channels to build OTC drug marketing to ensure the distribution rate is the premise of the volume. The reasons for the low rate of distribution are fourfold: First, the gross profit of products has been declining all the way due to the terminal price war, and even the terminal price is upside down; the second is that the main chain terminal promotes high gross profit products; the third is the selective distribution of channels; and the fourth is the inefficiency of the manufacturers' terminals. . Therefore, it is necessary to change the concept of “putting products to distributors to complete sales†and actively carry out the work of channel co-construction so as to increase the distribution rate and make breakthroughs and effectively carry out terminal marketing.
A win-win channel If you want to create a win-win OTC path, that is, to integrate the interests of distributors, distributors, retail terminals, and the interests of the manufacturer in the entire OTC distribution channel, you should do the following: Balance supply and demand, keep prices relatively stable; information transparent, win customer trust; communicate regularly, give customers confidence; be honest, stay in long-term cooperation; work together to create benefits for customers.
To create "base areas," the so-called "people who have regional successes," and enter the era of prosperous pharmaceutical companies must have a better market foundation. The difference in consumption between each province is one of the important environmental factors that companies must face. Due to the constraints of the comprehensive strength of enterprises, not all regions are worth entering, or companies have the ability to enter. Faced with this situation, what can or must be the focus of attention is only the strategic regional market, which we call the “base area†of the enterprise. To successfully occupy the "base area" requires a variety of capabilities, including the positioning of the regional market, the breakdown of customers, the protection of the organizational structure, and the matching of system resources.
Build brands and drive China's OTC drug market has entered an era in which competition has fully played its role. Faced with a wide range of drugs in pharmacy terminals, consumers are more likely to feel that they have no choice, and when it comes time to make a real choice, most people will still choose brands that have already become popular. So, how can OTC drugs become the brand name of consumers?
Advertising through advertising, past drug experience or friends, consumers can choose some drugs, but the most critical factor affecting consumer choice is the brand. The competition in the OTC market has finally developed. It must be the competition of the brand. Only by establishing a strong brand can we allow consumers to purchase products independently, in order to force the terminal and channel distribution products. This is brand power. Of course, the creation of brand power does not happen overnight. It requires strong market planning capabilities and advertising planning capabilities. To create a brand, we must innovate.
Integrated communication as a small-input, high-output integrated public communication can often attract media and public attention at a relatively small cost. If used properly, it can also produce the effect of tripartite win-win: the media has published valuable articles, and the readers have obtained useful information. The company has raised the popularity and reputation through media reports. The large-scale television series “Dazhaimenâ€, which was once the most watched by CCTV, was created on the basis of the history of Tong Ren Tang. The plots popular in the north and south of the country are also natural for this long-established and renowned home and abroad. Polished signboards.
Actual promotion The current media diversification has changed the path and method of traditional communication in the past. The creation of OTC brand requires not only the use of traditional media, but also other new media, combined with other paths, such as promotional materials, community activities, and health education. and many more. Under the premise of ensuring the function and quality of OTC drugs, OTC drugs will be closer to consumers than other consumer products, and they will be combined with pharmacies for effective promotion activities such as health education and community promotion, with a high degree of credibility. The concentration of the crowd and the quickness of input can quickly capture the feedback information of consumers, so as to investigate the overall promotion and sales tactics, and strengthen the familiarity and acceptance of consumers and companies.
In a complete cycle of event marketing, the rallying function of news events can allow consumers to continue to be exposed to the influence of the same brand. The public welfare activities of related institutions will inevitably form a relatively consolidated brand image in the minds of target consumers.
Building team combat effectiveness From the current situation, OTC drug marketing teams are mostly uneven. Many people have been brought to the market without special management and training. This may have some effect in the early stage, but letting a team with no combat strength go to war can be imagined. For companies, it will only increase future costs.
So, how to build team fighting power? The first is training. Strict training for each salesperson makes it very clear that the company's working methods, terminal market management model, at the same time, in order to allow each salesperson to quickly change themselves and put into work, you need to always remind and demonstrate in peacetime . Followed by standardization. Standardized movements, languages ​​or words, problem solving ideas, etc., are all necessary weapons for the team. Of course, all this is inseparable from the goal of performance assessment. Finally, the design of the marketing assessment system. Without an appraisal system, all efforts to improve marketing performance will only be in a form that cannot be fundamentally resolved.
In short, the construction and management of promotion teams, and the planning and implementation of marketing promotion are all indispensable elements of OTC drug marketing.
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