1, quality first
The lasting vitality of any product comes from stable and reliable quality. As a special product for saving lives, consumers have high expectations for its quality (curative effect), which leads to high brand loyalty and abandonment rate. Once a patient approves a drug, his purchase and use behavior may be long-term, such as well-known traditional brands with a long history, such as Zhenghonghua Oil and Baoji Pills. On the contrary, even if there is only one failure experience, the patient may "enter another book and never use it again".
Honesty is the most important thing.
One cannot live without trust. Similarly, if a brand loses its integrity, it will not go far in the end. Why can the brand images of Tongrentang, Huqingyutang and Jiuzhitang last for a long time? Why are the once-popular giants and sun gods only three to five years ahead? In addition to the market attributes and life cycle of products, the more important reason is that the former relies on down-to-earth and integrity, while the latter relies on flashy advertisements and virtual concept hype. Time is the measure of honesty. For a long time, we often hear the beautiful talk of Tong Ren Tang, Jiuzhitang and other products, and the drugs (health products) famous for their hype, besides boasting about "curative effect", will eventually be abandoned by consumers, and some even go to court because of their inaccurate curative effect, and finally end in failure in Maicheng.
3, accurate positioning
The famous marketing guru philip kotler once said: Market positioning is the soul of the whole marketing. Indeed, successful brands have a characteristic, that is, they connect the functions of the brand with the psychological needs of consumers in a consistent way, and can accurately convey the information of brand positioning to consumers. For example, the same cold medicine, due to different market positioning, people with higher economic income may first think of white plus black, while people with relatively poor economic conditions may first think of quick-acting cold capsules or cold tablets; Similarly, a rich middle-aged man who really cares about his wife and tries to create a romantic atmosphere will not forget to buy several boxes of Mrs. Oral Liquid besides jewelry and clothes. This is the effect of these brands' consistent positioning and accurate, appropriate and appropriate demands.
Market positioning is not to take any action on the product itself, but to take action on the creative thinking activities of existing products and the psychology of potential consumers. Therefore, it is a key link of brand marketing to extract the competitive advantage that attracts the most target people and convey it to consumers through certain means, and then transform it into consumers' psychological cognition.
4. Unique personality
A real brand drug will never cure all diseases, is suitable for everyone and has absolute curative effect. Just as jeeps are suitable for cross-country, cars are suitable for smooth roads, and racing cars are suitable for sports competitions, we must strive to be simple and accurate in the therapeutic appeal and target positioning of drugs on the basis of fully embodying our unique personality. Being single can win the stable loyalty and exclusive preference of the target group; Accuracy can improve the credibility index and become the fulcrum of brand marketing.
We often see advertising appeal languages such as "good taste", "good curative effect" and "high quality", which are not personalized languages at all. Naturally, it is impossible to accurately describe the brand's personality. It is also like "eating white films during the day, not sleepy; Eat black films at night and sleep soundly. " "Oral ulcer, just stick it!" "Keke, the whole family is in a good mood." And so on, it is easier for consumers to recognize, and the brand image is quickly established with these catchy advertising words.
5. Clever communication
Schultz, known as the pioneer of integrated marketing communication, said: In the homogeneous market competition, only communication can create differentiated brand competitive advantages. Compared with other products, the homogenization of pharmaceutical products is particularly prominent. In the 1980s, simple advertising communication was enough to build a brand. In the 1990s, overwhelming advertising investment can also support a brand; Today, the establishment of brand is far from simple. In addition to the above four aspects as a solid foundation, unique product design, excellent advertising creativity, reasonable expression, suitable media, best investment opportunity, perfect promotion combination and many other aspects are inseparable. At the same time, the market communication of pharmaceutical products must also consider its persistence and comprehensiveness. Why do companies like Longfei and Zhu San, despite their best efforts to spread it, draw water with a sieve in the end? The main reason is that products or ideas are weak and cannot support the persistence of their dissemination. Why are some products of many small and medium-sized enterprises really good but difficult to impress more consumers? The main reason is the lack of detailed integration ideas in marketing planning, which naturally cannot fully receive the effect of market communication.