My experience in treating beriberi;
Lan Shumei (Sino-American SmithKline), Bei Jia (Xi An Buchang Tian)-Jin Dakening (Xi An Jansen)-Dakening (Xi An Jansen)
I searched some articles on the internet, hoping they will be useful to you.
Hangzhou net
This is the most serious day of beriberi recurrence in a year. Recently, because of the hot weather, many people are deeply troubled by athlete's foot itching. Ointments and potions for treating beriberi have become the best-selling products in pharmacies at present. How can we stop the recurrence of beriberi? Zhu, a consultant doctor of Dahongying Baofeng Pharmacy, teaches you the correct treatment.
Dr. Zhu said that beriberi is caused by superficial fungal infection of the skin. In the environment where we live, there are many opportunities to be infected by fungi, which grow and reproduce in the rainy season.
The peak of reproduction, so there are many patients with beriberi recurrence recently. When it recurs, patients will feel itchy, red and swollen feet, and send out transparent blisters. Because beriberi is contagious, patients with beriberi should avoid scratching. Scratching not only promotes the spread of fungi to hands and other parts of the body, but also provides opportunities for bacterial infection. It is the best treatment to take medicine in time only when you feel itchy.
Many beriberi patients will buy their own ointment when they relapse, but they usually stop taking the medicine after itching is relieved. Dr. Zhu said that beriberi is a disease that is difficult to cure and easy to recur. Therefore, even after the symptoms disappear, we should continue to take 1 Zhou Gonggu. At present, the treatment of beriberi is mainly topical drugs, which are mainly divided into five categories: miconazole and ketoconazole ointment, such as dakening, jindakening and 999 Ling Xuan; Bifonazole cream, such as methyl ethyl ketone and vogel; Terbinafine cream, such as Lambert and Dink; Clotrimazole cream, such as holographic pine; There is also a domestic time-honored foot-soaking gas medicine-Zuguangsan. If skin hypertrophy and keratinization have occurred, patients can also take orally lamesol or spironolactone (itraconazole) when topical drugs can't completely cure them, but patients with poor liver function should use these two drugs with caution.
Patients with beriberi must also pay great attention to personal hygiene, wash their feet and change their socks frequently. Dr. Zhu specially reminded patients that after the symptoms of beriberi are eliminated, fungi will still live in skin scales or shoes and socks, and once they encounter a humid and warm environment, fungi will multiply in large numbers, leading to the recurrence of beriberi. Therefore, even if beriberi is cured, patients often do not change their socks, which is easy to relapse.
antifungal
To put it mildly, it is actually beriberi cream. It's summer recently, and there is a place inside my right foot where blisters grow every year. What a nuisance! Buy some beriberi cream. ...
I was dumbfounded when I got to the drugstore. There are so many drugs, and I heard from my wife that I once advertised for Lan. Later, I was fooled by the salesman and bought bifonazole ointment. After I came back, I studied it and summarized it as follows:
Antifungal drugs are divided into antibiotics (amphotericin B, griseofulvin, etc. ), azoles (ketoconazole, clotrimazole, pyrazole, fluconazole, etc. ), flucytosine and allylamine (naftifine, terbinafine).
Market brands: Pi Yanping, Fu Qi, Peresen, Dakening, Lamaisu.
Piyanping is purely a hormonal drug, and the main ingredient, semetasone, can't cure beriberi at all, so don't consider it.
The active ingredient of Vosges is bifonazole, which I bought. It's an old azole product, and the effect is not good.
"The active ingredient of vogel (bifonazole) is an older generation of antifungal drugs earlier than miconazole, and its effect is not as good as that of dyclonine." (/medicine/Info/2005 1 1/257 _ 2 . html)
Perezon contains econazole nitrate (broad-spectrum antifungal agent) and triamcinolone acetonide (glucocorticoid). (/books/dispArticle。 Asp？ ID = 7 1 & amp； ClassID = 3 & ampPage= 1
Dakota's competitor.
Author: Wang Jiyong time: August 2005-15 Reading: 10 1 times Source: China Marketing Communication Network.
Summer has arrived, and in the season when fungi are easy to attack, various products for treating beriberi have become active in order to meet the peak season. When you turn on the TV, advertisements for such products can be seen everywhere: Dakening emphasizes the treatment of three symptoms of beriberi: itchy feet, blisters and peeling, and uproots them with one hand, which means "weeding and uprooting" for the treatment of beriberi; Lanmeishu still shows their "big feet" again, trying to establish a real connection between Lanmeishu and beriberi; The voucher emphasizes the unique sales proposition of "24-hour itch"; An advertising picture that may be called dashuk is like this: The acrobat was walking a tightrope when he suddenly got athlete's foot and began to itch, emphasizing the inconvenience caused by itchy feet in order to win the attention of consumers; There is also an image of the Monkey King, a sprayer with the same name as Dakening. Is it Vidak? It seems to be Vidanin again, which is not easy to remember. ...
First, the absolute leading Dakening.
In the beriberi product market, Dakening has always occupied an absolute leading position, occupying more than half of the market share. For more than ten years, no product can pose a real threat to it, because for consumers, dyclonine and "treating beriberi" are almost the same concept, and there is not much brand space for similar products in consumer psychology. This impressive achievement is not lucky, but there is a good reason:
1, exact effect. Miconazole, the effective component of dyclonine, is a broad-spectrum antifungal drug, which has good inhibitory and killing effects on dermatophytes, candida, yeast and other algae, ascomycetes, cryptococcus and so on. It showed satisfactory results as soon as it went on the market, which is the premise that it can be quickly accepted by consumers.
2. The timing is earlier. The first advantage is one of Dakening's advantages. In the late 1980s, when the market competition was not very fierce, the success rate and ease of product marketing were much higher than now.
3. Accurate positioning. The precise positioning of "sterilization and treatment of beriberi, of course", "rooting out the root cause" and "preventing resurgence" determined according to consumer demand is naturally easy to convince consumers when consumers have a high acceptance of advertisements.
4. Enterprise strength. As a foreign capital, Yang Sen of Xi 'an is far superior to domestic enterprises in terms of capital, experience, system, management and marketing. A good corporate image displayed through advertisements also makes people feel that it is outstanding, which further increases the sense of value and credibility of its products. Although for more than ten years, some domestic brands for treating athlete's foot once did well, but due to the gap in comprehensive strength of enterprises, none of them finally achieved comparable performance with Dakening.
Nowadays, the competition in beriberi market is becoming more and more fierce. Not only many domestic enterprises have joined this industry, but also foreign-funded enterprises like Yang Sen, Sino-US SmithKline, have come to compete for this cake. In this quite mature market, the market capacity will not have much growth potential, and it has been occupied by more than 50% by Dakening. If the opponent of Grand Corning cannot seize the market of Grand Corning, it is impossible to achieve ideal results. However, can they successfully take away the share of Grand Corning?
Second, the challenge strategies of many brands.
Judging from the current situation, the most powerful product competing with Daikening belongs to Lambert. In addition to the strong strength of the company, terbinafine hydrochloride, the effective component of its medicine, is also at the leading level. It is also a broad-spectrum antifungal drug, and its mechanism of action is to selectively inhibit the oxidase necessary in the process of fungal synthesis and reproduction, thus achieving the dual functions of killing and inhibiting fungi. In their own words, it is an antifungal drug that can really kill fungi. But unfortunately, the advantages of this explanation mechanism cannot be conveyed to consumers through a short advertisement of at most 30 seconds. Even if it is conveyed, considering that Dakening has been asking for "killing fungi and treating beriberi", using the word "killing" may not make consumers feel any different, and consumers will not experience it at this point.
According to the author's understanding, the advantages of products can be divided into two types: one is that the advantages of products are obvious and can be known at a glance; One is that it is difficult to intuitively feel its advantages. Biologically, genetic genes are divided into dominant genes and recessive genes. We apply this concept here to divide the advantages of products into explicit advantages and implicit advantages. Only when the advantages of a product are expressed in the form of dominant advantages can it play its due role. The advantage of the blue plum tree is a hidden advantage. Most consumers are too lazy to study the product mechanism. They must turn the advanced mechanism into effect, which is faster? Still won't take that long? From the description of the two products, the usage, dosage and course of treatment are similar. Sue can't turn the recessive advantage into the dominant advantage, so she can only make a big foot at the last moment and want to win with the memory of the advertisement. However, when consumers equate Dyclonine with "medicine for treating beriberi", this obstacle cannot be overcome with this strategy.
The "24-hour itch-free" of coupons reflects a lofty strategy, which is actually one of the psychological needs of beriberi patients. Ordinary beriberi patients only have time to wipe or spray their feet once a day after washing them at night. If the medicine doesn't last for 24 hours, there is no doubt that his feet will itch after the medicine. Voucher wants to meet the psychological needs of beriberi patients through this unique sales proposition, but it seems that this strategy is not very clever. Obviously, this sales proposition is not as good as Dakening's original advertising slogan: "After the feet don't itch, use it for 7 days." This is an appeal with a hint of "radical cure of beriberi", while vogel only emphasizes that "24-hour itch" is obviously weak. In addition, the active ingredient of vogel (bifonazole) is an older generation antifungal agent earlier than miconazole, and its effect is not as good as that of dyclonine. If the voucher can really keep his feet from itching for 24 hours, so can dakening. For those patients with "old beriberi", if dyclonine is used, dyclonine can "keep the feet from itching for 24 hours", and it is not attractive. If Dakening can't do it, I'm afraid the voucher can't be done either. Then Voucher's unique sales proposition is false propaganda, which will eventually be abandoned by consumers.
After all, the voucher has played a fairly good selling point, which is obviously much better than similar products other than Dakening, so it should be able to win a place in the beriberi market, but it is only a place. This selling point of Vosges can't be said to have no influence on Dakening, but it certainly won't have a great influence, because it didn't hit the sore spot of Dakening, which made Dakening feel uncomfortable and didn't change Dakening's position in the hearts of consumers. It's like the plot in a martial arts novel. Voucher can form its own school, but she has never reached the level of challenging the martial arts leader.
It's good that a product like dashuk can get a place. Judging from the information conveyed by their advertisements, there is no reason to buy dashuk when Dakening has a high reputation, little reputation and many other competing brands. Perhaps the purpose of dashuk's advertising is to increase its popularity, because the increase of popularity will inevitably increase sales to a certain extent. However, marketing is relative and comparative. When the advertisements of competing products improve their popularity, they also convey unique selling points to consumers (such as Dakening and Vosges). Isn't dashuk falling behind more and more just to improve its popularity? Moreover, if the purpose is to raise awareness, this name is obviously not dominant. At first glance, this name always makes people feel that it is imitating Dakening. Perhaps this is the original intention of the company, that is, to use a name similar to Dakening. If so, this is obviously not the practice of a very confident big enterprise. This strategy is only applicable to small-scale enterprises, adopting the strategy of getting close to well-known brands, and selling products to people or regions with weak brand awareness, especially those who cannot accurately distinguish which brand is Dakening or dashuk. Will it be effective when dakening is almost known to women and children? In addition, it seems that the products adopting this strategy are not suitable for advertising, while dashuk is advertising in a big way, as if to tell people that they are imitating Dakening.
Every time I watch the advertisement of Dashuke, it always reminds me of Dakening, so I think this kind of advertisement is half for Dashuke and half for Dakening. Because the whole advertisement not only didn't mention its own advantages from beginning to end, but also made people feel that this product is not as good as Dakening. In the previous advertisement, Dakening promised to use it for 7 days after the foot does not itch, mow the grass and remove the roots to prevent resurgence. Now, it calls for three symptoms: itchy feet, blisters and peeling. What about the advertisements in dashuk? Just mention the symptom of "itching". Of course, it's okay to mention only one symptom. The key point is that I don't feel any advantage over Dakening or other competing products on this issue. I think people in Xi Jansen should be happy to see this advertisement: someone can help them improve their popularity without threatening them.
The existence of Vidanin or Vidak is the same as that of dashuk.
Third, how to challenge Dakening
No unchallengeable brand, no impeccable marketing strategy. Although Dakening is strong, it can still grab a certain share from its seemingly unbreakable market share. The key is whether there is a good strategy.
1, the "aging" dakening. Dakening has a history of more than ten years and is deeply rooted in people's hearts. This is its advantage, but everything has advantages and disadvantages, and advantages sometimes become disadvantages:
With the development of science and technology for more than ten years, the lead in dyclonine has disappeared, and effective ingredients with better antibacterial and bactericidal effects have appeared, such as terbinafine hydrochloride in Latin America. Therefore, for those products that adopt new effective ingredients, we can position the image of Dakening as outdated and no longer leading products by various means (of course, within the scope permitted by relevant laws and regulations), and show that it adopts new effective ingredients;
Consumers all know that the same drug will produce drug resistance after a long time, isn't it the same with fungi? After more than ten years, fungi will also develop resistance to the same drug, which consumers should be able to recognize and accept. Therefore, in order to have an ideal therapeutic effect, it is necessary to choose new antifungal drugs with effective components.
Consumers like to use new products, and everyone has the desire to keep up with social development, especially this kind of product which is greatly influenced by scientific and technological progress. The use of new products is also a demonstration that consumers are discerning about themselves and are good at choosing the products that suit them best. Let consumers feel that if they don't buy products with new effective ingredients to treat beriberi, they can only show that they "don't know much" and have no knowledge in this field.
2. Let consumers experience the progress of the effect. As we said before, compared with dyclonine, the therapeutic effect of new antifungal ingredients has not been qualitatively improved, and the advantages of new ingredients have not been transformed into effective advantages. If this can be changed, then "recessive advantage" will become "dominant advantage". How could you do that? The author believes that we can use some misunderstandings of consumers to take some tips, such as:
An ointment like Dakening will have a cool feeling when applied to the skin. Many consumers mistakenly think that the medicine is working and sterilizing, but it is actually the cool feeling brought by the evaporation of alcohol in the ointment. You can add a little more alcohol to the ointment to make this cool feeling stronger. In the advertisement, there is a paragraph at the beginning: "It will make you feel cool in one second", which emphasizes the "fast" sterilization. Of course, it's a bit tricky, but all is fair in war, so you might as well use it if necessary.
3. Change the smearing habits of consumers. There are two main products for treating beriberi: spray and ointment. Perhaps it is easier to treat the affected area directly with ointment, and consumers are more inclined to choose ointment products. When applying ointment, everyone likes to use their fingers and rub them with their hands after application, which is more conducive to the skin's absorption of ointment. This application method is generally carried out after washing feet before going to bed. Because it is applied directly with your fingers, it is inevitable that some fungi will be brought to your fingers. Many beriberi patients go to bed directly after applying ointment, and few people wash their hands, especially male patients. In fact, there are more men suffering from beriberi than women. So there are articles to do, right, let's start with this smear habit.
As we all know, in the eyes of ordinary people, feet are unclean, and feet with beriberi are even more unclean. It is an unsanitary habit to apply ointment to the foot of beriberi with your fingers. Fungi can spread to other parts of the body with your fingers, even to your friends and family. Not only that, but this feeling of insanity should also be amplified, which should create psychological obstacles for consumers who apply ointment with their fingers and form the standard of social habits. Just as people who don't wash their hands before meals will feel unsanitary, consumers should feel that feet with beriberi are unsanitary, even if they wash their hands after wiping their hands, they will feel embarrassed to hold their girlfriends' hands to wipe their children's faces.
Is it necessary to eliminate beriberi medicine in the form of ointment? No, but you need a tool instead of wiping it with your fingers. You can put a few disposable daubing tools such as rubber sticks in the medicine cabinet. This not only adds a unique selling point, but also appears considerate to consumers, and can also slightly increase the price of products. In advertising, you can call for this smear method with great fanfare. For example, you can ask your girlfriend to yell at her boyfriend who has finger medicine: "When is it, you have to wipe your athlete's foot with your fingers ... and then wipe your athlete's foot with your fingers, and don't touch me again ..."
This should attract considerable consumers and grab the market of Dakening as much as possible.