In the pharmaceutical retail market in 2022, how to carry out marketing promotion is a new proposition that every marketer needs to think about and start to act. So, what marketing logic will we carry out the top-level design and how to implement it?
Marketing logic
In the new environment, the new ecological pattern of pharmaceutical retail is patient-centered, channel-oriented, and the establishment of a health service marketing model. What insights do patients need? How to facilitate customers? How to serve customers well? How to provide safe and effective drugs, as well as professional services, to make the best use of drug efficacy? Therefore, all the links around patient health services should be specialized to win recognition, win reputation and loyal trust. For the channel link of pharmaceutical retail, drug terminal sales is not the end of the link, but the starting point of service.
At present, there are two main categories of products sold in the pharmaceutical retail market. One is over-the-counter (OTC), that is, drugs that can be purchased and used without a prescription written by a physician or medical professional. The second category is prescription drugs, which must be written by doctors or medical professionals to buy and use drugs (of course, pharmaceutical retail market sales also include medical devices, health products, etc., this article does not introduce). Therefore, the specialized logic and implementation path of the promotion of over-the-counter and prescription drugs are also different.
For OTC, we first have to solve two preconditions, that is, how to get consumers to buy (D) and want to buy (A). Among them, the problem of how to make consumers willing to buy (A), that is, to take consumers as the core and win the minds of consumers, is the logical analysis of professional marketing.
With the Internet, mobile and other new media and consumer links, as well as the changes in purchasing behavior brought about by the epidemic, the professional promotion of OTC products has also undergone great changes, from push marketing to pull marketing, and more actively and directly facing end consumers. Shift from providing a single "commodity" to providing integrated health service products. The pharmaceutical brand industry and chain pharmacies jointly build a "professional cooperation", jointly create a user operation ecosystem, open up the chain member data, take the consumer as the center, upgrade from "pharmaceutical service" to "health service" operation, improve user interaction efficiency, and drive future offline performance growth.
For professional and academic prescription drug products, it is more necessary to achieve goals through specific professional and academic implementation paths under the logic of specialization. The academic marketing implementation path of prescription drug retail can cooperate with the chronic disease line of pharmacies to integrate internal and external resources from the aspects of professional capacity building, patient service experience and member management, so as to improve the academic and professional ability of prescription drug retail and achieve performance.
Prescription drugs are professionally driven in the retail market, empowering chain pharmacies and providing professional and academic diagnosis and treatment programs for patients. To establish a prescription drug retail model centered on pharmacies and carry out chronic disease service implementation path with members as the core is the secret of prescription drug retail marketing.
Six steps to marketing
Step 1: Set promotional goals
Under the overall marketing goal of 2022, the quantitative data around the tactical path that the marketing strategy needs to complete is called the promotion goal, such as the number of annual activities, the number of training sessions and people, the quantitative data of brand communication, and the number of tools that need to be provided around the promotion action.
Step 2: Design and promote IP
First of all, what is IP? IP is usually self-generated traffic,IP = intellectual property (potential energy) + popular explosion (personalization and topic, traffic and fans, dynamic growth),IP is the construction of personalization through content. IP is a new tool or methodology for brand building. When a brand builds a distinct personality for itself, has continuous valuable interaction with users through content, and wins the love and pursuit of more and more users, at this time, the brand becomes IP. Not all brands are IP, but brands can be built into IP. IP is the advanced stage of brand evolution.
Similarly, for an enterprise or a product or a brand, we need to IP the brand, and we need to establish a deep interaction with consumers through an anthropomorphic image to deepen consumers\\' emotional dependence on the brand. Therefore, it is very important to design and promote IP. We highly refine and establish the relevant elements of IP according to corporate culture and product attributes and carry out specific design to ensure that the promotion of IP has a strong correlation with enterprises, products and brands, and thus achieve the deep association of consumers for enterprises, products and brands for the promotion of products or brands. It is worth mentioning that a well-designed promotional IP should be used in all related image design and brand communication, such as background, leaflets, posters and advertisements.
In addition, but also for this IP to take a nice and easy to remember name, can be anthropomorphic, can be cute, but the name must have a strong association with the enterprise and product. For example, "Xinghai plan", "star" is the name of the enterprise, "sea" is the "sea" of the vein category blue ocean market, this name has a strong correlation with the enterprise brand and products, brands, good to listen to, easy to remember, easy to promote. Similarly, the knowledge of diseases related to vein categories and product knowledge of the "Gold Medal Trainer" selection activity have the attribute of "training".
Step 3: Refine the promotion strategy
The development of promotion strategy, first, to clarify the object of promotion who? Combined with the above analysis, it is not difficult to find that the promotion target of pharmaceutical retail market is the middle and high-level pharmacy, shop assistant manager and consumer three key groups; Second, to have a deep insight into the needs of middle and high level pharmacies, shop assistants, store managers and key consumer groups? Third, what can be satisfied with the current position of the enterprise\\'s resources and products (the stage of the life cycle) (the specific solution path)? The overlap between the two is the source of the specific content of our plan. For example, shop assistants and store managers, their core needs are professional ability to recommend drugs and stimulate sales willingness, or popularly known as "will sell" and "willing to sell", so the solution is customer interaction and sales incentives and professional knowledge training; For example, the core needs of consumers are to awaken the awareness of disease prevention and control and to divert to the store to buy, and the solution is to attract consumers to various patient education activities, as well as interactive discounts and special services.
Therefore, in theory, it is not difficult to formulate a strategy, but the difficulty lies in how to refine the strategy. The above example of "Starsea plan", the specific strategy detailed to the drugstore customer sentiment, clerk education, product display, activity marketing and consumer education system design, for chain customers to increase, increase profits, customer retention; Bring popular science health and services to consumers.
The fourth step: practice promotion path
The practice promotion path is to implement the promotion strategy to the time and space dimensions, such as what is the specific promotion path every quarter and every month? What is the specific promotion path for each region, each province, each chain and each customer? These should vary from time to time and be tailored to customers. Such a promotion path can be grounded, practical and maximize the effect.
Step 5: Summarize and promote the whole case
After one year, how is the practical effect of the overall promotion of the whole case? Conduct in-depth summary and evaluation. Of course, it is also necessary to constantly summarize and improve the process, and carry out KPI assessment on relevant personnel at different levels, in order to better improve the efficiency and improve the effect for the next step of promotion.
First of all, we must sum up the highlights, find the excellent, which details in the overall program are carried out smoothly, welcomed by customers, and the quantitative indicators have a good completion rate, we must sum up these details and processes, and make it standardized and streamlined. What details in the overall plan are not carried out smoothly, are not welcomed by customers, and there is a poor completion rate of quantitative indicators. To summarize these details and processes, should we abandon them, change strategies, or revise them on the original basis? Need to improve one by one, make it reasonable and effective. Finally, we should also comprehensively summarize, around the overall marketing promotion of people, goods, fields, every detail, must be constantly improved and improved to ensure that the overall promotion goal is successfully achieved.
Step 6: Copy the promotion case
In the process of summarizing and promoting the whole case, we found that the details and procedures of the promotion were well executed and the quantitative indicators had a good completion rate, and we standardized and streamlined them so that they could be replicated for other customers at the same level and similar regional markets. Find one, summarize one, copy one.
However, two issues need to be noted: First, whether the summarized cases have been standardized and processed? Because only a standardized and process-based program will improve the efficiency and effect of replication. The second is not to copy blindly, it must be for the same level of customers, similar regional markets to copy, so before copying, to do a good job of research and analysis can be copied and promoted.
Conclusion:
In 2022, the new ecological pattern of pharmaceutical retail has changed, and we must develop a more practical promotion strategy and effectively implement it after deep insight, so "insight demand", "professional promotion", "process standard", "effect improvement", "summary copy" are the core keywords of the six steps of 2022 retail market promotion. With "consulting" marketing as the starting point, with "value creation" as the foothold, 2022 retail marketing promotion, we start with heart!