Top ten part of China's medical marketing
August 24, 2004 13:24
Pharmaceutical as a national special management industry, the market has always been calm and wavy. However, in the past two years, the medical market in the century has thundered, the hotspot is constant: management from the drug classification to the price of drugs. From the PPA drug, it is blocked to the nano-gene frenzy; from the medical insurance advertisement to the office From the advertising fee, it does not exceed 2% (recently adjusted to 8%) to the calcium product to refract "black September"; from the unprecedented mergers and mergers to the terminal battle of the big Zhangqi drum; from the WTO step by step Commercial phases of 2,100 pharmaceutical companies. ...... China's pharmaceutical market is brewing a huge and profound industrial adjustment and marketing change. In the new era background and market environment, Chinese pharmaceutical companies have been pushed up with a modern marketing stage. The medical enterprises may only meet the trend, transform the concept; regular strategy, consolidate internal strength; research the market, innovate marketing; can lead the market trend and achieve value creation. First, the product strategy. Drugs are gradually transformed from special protective goods, as market-oriented carriers, pharmaceutical products market positioning, selection and packaging, will be fully (from) to penetrate, affect or even the direction, progress and effectiveness of the left and right marketing. OTC route. OTC consumption in the international medical market has been mainstream. my country's sales proportion is also rapidly increased to 20%, market capacity and increases at 15% -30% per year. In addition, 80% of my country in the countryside, and the level of medication is only equivalent to one-third of urban residents. This is the world's largest, most value-added potential OTC market. No one can ignore this reality! Now, it is when choosing and firm OTC route. This not only means the increase in sales, but also a change in marketing concepts and models. In order to improve the sales network, cultivate and create an OTC team, expand the big market, and seize the future market advantage to lay the foundation. Sino-US Shi Guobao's success, and its first set of OTC professional sales departments and teams in China, the development and promotion of OTC is inseparable. Yang Sen, Shi Ke, Novarta and other medical giants are more powerful in China, OTC business as the primary market strategy. Chinese medicine era. The door of traditional Chinese medicine to the world has been opened. The world's top 20 is actively involved in Chinese medicine and natural medicine markets. Especially in market access, currently, Europe and the United States has developed, revised or introduced Chinese medicine, traditional medicine or botanical bills, in Western Europe, Chinese medicine has been included in the medical insurance system, US FDA "Plant Medicine Management Act" It is also relaxed to the structure of Chinese herbal products. Australia, Thailand has set traditional Chinese medicine as equivalent to Western medicine. This is beneficial to environmental protection and green consumption awareness, medical model is constantly improving from the treatment type to preventive transformation and Chinese medicine value in a global scale. The international medical market is strong for Chinese herbal medicine products, and the speed of 10% is soared. However, in the international Chinese medicine market, the share of domestic pharmaceutical companies only accounts for only 5%, and mostly based on raw materials, the technical content is low. The roots of traditional Chinese medicine are in China and have rich natural resources. This is a thousand traditional Chinese medicine era. What we have to do is only transforming concepts, expanding ideas, and improves technology. It is a good exploration of the successful development of "Herborist" for the "Herborist" brand "Herborist" in the form of Chinese herbal medicine. Market segmentation. Personalization, differentiation and even customization becoming future leading consumption patterns. On the Internet, the products that buck for all diseases are getting more and more market. Studying the market, segmenting, grasping, meeting and even leading this consumption trend and trend, accurate positioning products, is the key to winning the market. For example, we often ignore the medical market for disabled people. There are 60 million persons with disabilities, with an annual medical consumption of more than 30 billion. But their auxiliary medical appliances and special drugs are currently only 20% of the demand. The US Vigur Health Nutrition Package designs standards for the nutritional demand for Chinese people, and distinguishes the tailor-made "characteristic crowd" and is extremely targeted. Shi Guibao single vitamin C is a typical of success market segmentation. Mrs. Oral Liquid, Sunset Beauty Elderly Gene Products, has prevented market subdivision trends. In addition, dosages, specifications, and the like can be performed on different target markets.
The fire of Wuhan is a fire, it is a condiction. Packaging creates value. Modern advertising packages have media functions, which is a carrier of commodity information. The design is unique, beautiful and beautiful, and the textured drug packaging is not only convenient to show and show, concentrate effective delivery product information, but also beautify the visual, pleasant soul, improve product added value and terminal competitiveness, and finally achieve the positive role of promoting sales. Hui Rennuity is bold to use 10cm * 15cm packaging market, and develop gift packaging, holiday packaging, etc., refreshing, greatly stimulating the purchase desire. Of course, the highest super packaging should be "theoretical packaging": through the grafting of advanced, scientific and attractive scientific theories, giving products to theoretically positioning, generating novel theoretical systems in line with product characteristics, making products reach higher Level or leader. Can be "eye-catching", aloecels "," effervescent "," nano-Chinese medicine "," nano-equation "magnetic paste, etc., the market effect is obvious. Second, the technical statement. Technological innovation has become a soul that cultivates competitive advantage and market leadership. The biggest ace of multinational medical giants is its powerful technological innovation ability and international patent protection. It is necessary to be subject to people behind people, not only products and profits, but also market and industries. my country's current production of Western medicine and raw drugs accounted for 97.4% and 97% respectively, and international patents are still blank. The proportion of research funds investing in medical enterprises accounts for less than 1%, while international bio-pharmaceutical companies up to 15% -20%. Establish a technological innovation mechanism for enterprises as the main body, increase research technology investment, and it is imperative! Single point break. By local breakthrough, the overall development is driven. The Tianjin Pharmaceutical Breakthrough through "Biological Decode" technology, so that his fist product "dexamethasone" finally defeated French Russell. Anhui Fengyuan Biochemical has made a world advantageous enterprise from the positive breakthrough of citrate core technology. In addition, it is also possible to increase the new selling point, extend the product life cycle, and expand the market range by quality improvement or adaptation improvement. Union, purchase. Through the sharing of domestic and foreign research institutes or peers funds, the sharing of talent resources, the effective way to realize technology innovation in my country's pharmaceutical enterprises. Beijing Second Pharmaceutical Science and Chinese Academy of Medical Sciences jointly developed successful anti-cancer biodol-CEA chimeric antibodies, leading international. Red Peach K and Wuhan University Established the National Biomedical Slow Release Materials Engineering Technology Center, filled the domestic gap. Shandong Xingguang Group came out of the country, working with the United States Cuba and Michigan University, successfully developed transgenic interferon corneis and hepatitis B vaccine potatoes. Of course, you can also purchase technical achievements directly, such as Temple of Temple of Temple, 863 Major Projects - Human Hematology Technology, Tonghua Jinma bought Qi Zheng capsules with 318 million yuan. Imitation combination. Under the conditions of current overall technology development capabilities, on the basis of respecting intellectual property and other patents, pay attention to the development of imitation drugs, learn to use patent literature to create their own new products, new technologies. Within 5 years, the United States will have 20 kinds of drug patents, which means that the 20 billion US dollars will be released. At the same time, the transformation of the characteristics of the old varieties, re-all packaging, and launched the market and a new way. In short, "the imitation is created, the creation is imitation, and the impact is combined." Kang Enbei, Li Zhu Ji, Li Junsha, etc., in this regard, actively exploring. Patent, standard. This is the highest realm of technological innovation. Whoever has an international patent or international authority in the international market competition, who has an initiative and voice. Therefore, on the one hand, it is necessary to actively close to the international standard, as this is "green card" leading to the international pharmaceutical market. On the other hand, further increase the research and investment and technical development efforts, realize high-end core technology and patented technology breakthroughs, establish world-class technical standards and quality systems. This is also our guarantee and logo we really become a medical power.
Professor Huazhong University Xu Bihui, the "Nano-Chinese Medicine" patent technology and the giant life scientific research center developed L-sugar-kitcalic calcium chewable tablets, has already taken the world's forefront; the Great Wall organism has successfully solved by molecular chemical purification technology. "Ɑ Linenacid Project "purified puzzle, and in the world's first system industrial standards for the ɑ-linolenic acid industry. These let us see endless hopes. Third, the price is slightly. Increased the pace of national drug price reform, it is the premise of drug prices truly market role. Make full use of price cutters, suppress opponents, expand the market, promote sales, and improve profits, and is the successful performance of prices. In my country, the pharmaceutical has been existed as a special protection industry, and the price is developed by the state, making prices as a market regulating leverage failure. Now, drug government pricing introduces market competition mechanisms, changing social average cost pricing, implementation of classified sales profit margins and advanced cost price pricing: Difference to GMP and non-GMP, original development and imitation, famous excellent, brand and non-brand. At the same time, drugs for different specifications, dosage forms, and packaging have different comparison. Establish a sensitive response mechanism for drug prices, clarify the pricing of drug government, implement prices, and improve scientific and transparency, protect fairness, just, legal price competition. This provides opportunities for strength and technology-leading manufacturers. Kangtiek, Bondi's dedicated joint venture drugs are in a relatively low price strategy to win the market. Shenyang Sanyheng, who started with biopharmaceutical, took the lead in the lead in the price of interferon products "Inner Ventin", which triggered a drug price reduction storm swept across the country. The State Planning Commission has also released a significant reduction in the total antibiotic drug pricing of 57 species of the central pricing. Recently, the three students will reorganize the red blood cells "Yibo (EPO)" price cut by 40%, once again set off a red storm, the sales volume increased by 1/3, and the 40% market share is seized. It not only has expanded the market, but also effectively established the corporate brand image of high-tech biopharmaceutical and market leaders. Now, the three students who make a pelvis full of the resources will develop out the resource extension market and develop to new indications. This is a successful typical use of price cutters. The same is that the prices are three, "Kaidon" keeps with "Dueen" price reduction of 65%, and also benefit from the flue. As opposed there is, it is equivalent to calcium supplement, 2 yuan per bottle of polymetal tablets, and the joint venture Pamino is more than 90 yuan; the domestic Austrian Fuxing infusion is 50 yuan per bottle, and imports per bottle of 198 yuan. The quality and efficacy are different, the difference is only the brand, technical image and market development capabilities. A big amazing price and profit margin! Of course, the price state cannot be abused, the timing is grasp, the range control, effectively spread, one can not be less! Fourth, the service is slightly. The specificity and diversity of medical consumption determines the need to deepen the meaning of medical services and expand the extension. Fully grasp and meet the deep demand outside the drug, provide value-for-money services, is the essence of pharmaceutical enterprise service innovation. Medicine is about health and life. Medical consumption has treatment, also prevention; there is physiological needs, more psychological needs. Many times, consumers are often healthy, not drugs themselves. This is the origin of medical services. Service Idea: The ultimate goal of marketing is to provide health solutions through health information and health services to meet health needs. Not just selling pharmaceutical products. The product is only the material carrier of the service. Service is more important than products. Full (member) service. At every stage of the product sales and every link of the service value, there is a service intervention, and the full service is achieved; the service is not a certain department or a person's work, but the common responsibilities and obligations of all members, form a consensus, all Participation. Services become a perfect system engineering. Value service. Innovative service concepts, means and content, continuously providing value services that weigh customers imagination, is a "secret weapon" to cultivate future consumption loyalty and brand connotation.
The Medical Industry Boss Sanjiu Group has established the world's largest Chinese health website - Sanjiu Health Net, and launched Joint Channel "Sohu Sanjiu Health Zone" with Sohu. Not only is it committed to providing users with long-term health information, health consultants, personalized health management services, but also combines modern information technology such as networks with their strong traditional medical resources to form a new, consumer-centric health. service method. The goal is to extend all-round health care services to society and families through the professional health services of "one-stop solution", and become innovative and leaders in health care and healthy living markets. The service concept and model are really classic. Another typical is the first diet pillion "Qu", proposing the new service concept of "consumers is a friend", and solves various health problems as much as possible, and even have a life-independent life problem. In the pharmaceutical industry to launch the concepts and initiatives of "five-star service" in the pharmaceutical industry, extending services to the care of consumer travel services, causing huge response in society. Standardize service. The standardization, standardization, and systematicization of services is the necessary guarantees that the service is completely thorough and effectively implemented. Roche Pharmaceutical Investment is 4 million US dollars to establish the first CRM (customer relational management system) in the China Pharmaceutical industry, so that we have seen the absolute emphasis on the standardization construction of customer service systems. Five, the channel of the channel. Channels are "blood vessels" of drug circulation. Future China Medical Sales Channel will focus on 50 large-scale and regional pharmaceutical circulation enterprises. This is a battle of intensive positions. It is also a fight against market initiative and speech. Before 2003, domestic companies also have the opportunity. From Tai Chi, Zhongxin, Sanjiu, Guangzhao, North Medicine, Tongrentang and other large pharmaceutical enterprise groups to build terminal chain network, to the business giant foreign military representatives represented by Lianhua Supermarket, and then to many private capitals. , Medical circulation channel competition is increasingly hot. From 2003, China will allow foreign business to operate medical retail. This means that foreign companies can distribute business activities in my country's purchasing, warehousing, transportation, distribution, and after-sales services, etc. in our country. That will be a real international competition! The State Food and Drug Administration has begun to trial drug retail pharmacies cross-provincial chain management, ready for 5 years, establish a large-scale pharmaceutical circulation enterprise group and 40 years of sales of 10 yuan for 10 yuan, 20 year sales 20 The regional pharmaceutical circulation enterprise group has enabled sales to cover 70% of the country in the country. Now, it is a regular channel and implement actions. Active attack. It has the strength, and if there is conditional, it will not let, take the initiative to attack, build the channel, and the chain operation. If there is no condition, it is also necessary to act and participate in strategies. Channel innovation. Avoid the main battlefield, exploitation channel depth and breadth, explore a variety of forms, create new ways: supermarket, shopping mall, convenience store, health supermarket, street neighborhood committee, community, maternal and child, old-age center, nursing home, old cadre center, etc. The column. Procter & Gamble's "Calcium Housing Plan" and deep distribution system is a model of channel innovation. It is worth learning: the sales point of the residential community nearby as the most basic marketing unit, integrate these points, so that these points Become a unique retail network, extending consumers' purchase habits and consumption psychology, which make up the maximized multi-level consumption map, and maximize sales. And it can effectively block competition. Zhuqiang's "Healthy Products National Chain Thousands of Store Projects", the "Terminal Wide Engineering" is constructed in a franchise manner. Rural market. 80% of the rural population enjoy only 20% of medical resources, and the rural medical market is rapidly increasing at 15%. This is definitely a big potential market. Going into thousands of households, direct product promotion and reputation for consumers. This is the real consumer terminal. E-commerce. Never hurry! It has the improvement of the improvement, integration, and cost of efficiency and cost of efficiency and cost of the impact of sales concepts, services and sales channels.
The country is not allowed to sell drugs, just to standardize the transitional policies during management, and the national drug e-commerce certification system has been piloted in 8 pharmaceutical business companies. "Online Pharmacy" is only time and regulatory issues, and there should be advanced ideological awareness and full basis. The "electronic distribution cabinet" and the "OTC multimedia shopping guide system" launched by the China OTC Association have taken a pace. 6. Terminal. For medical sales, only channel monopoly is far less than enough, the most direct most effective or solid, fine cultivation; soft and hard, construction terminal. The establishment of a perfect terminal promotion system will have a huge propulsive role in the sales of drugs. The end of the sales information that consumers can feel, collectively referred to as terminals. The terminal is the extension of the sales channel and the front line of the market. It is also a place where the channel is most embodying channel value. As president of the US HMG International Tongwu Marketing Group, the future retail passage revolution will be to use high-tech to create best consumer experience, providing all-round sales tools and solutions, through the integration of marketing as the mainstream revolution. Vivid construction. Vividing is a description of the image indicators of terminal packaging. Through sufficient quantity and diverse terminal promotion show: light box, banner, kt board, sunshade, set-up, painting, hanging flag, POP, station card (calendar), poster, notebook, ballpoint pen, measuring instrument, shelf ( Taiwan), etc., fully create a market atmosphere and vividly display retail terminal image. Not only directly stimulating consumption, but also strengthens comprehensive brand communication, improves product image, and strengthen its position in the minds of consumers, and spreads the goods to consumers in front of consumers. Of course, the use of new technologies, new materials, and new features will be indispensable. Such as the "automatic driving system" display stand, automatic telescopic, adjustment, length, etc., all-series show, improve purchase possibilities. Clerk training. Advantaged Linked Pharmaceutical Retail Promotion System Monitoring results show that clerk service attitude and shopping guide skills are as high as 47% on site purchase decision. Therefore, sales training for clerk (including promoters, sitting stores, etc.) is actually a value-added investment. The content includes: enterprise profile, product efficacy and selling point, usage method and precautions, service attitude and etiquette norm, product placement and terminal arrangement, market feedback and simple dispute disputes; also include doctors and clerk to establish interests and emotional communies jobs. It is best to prepare a training textbook. This is a soft terminal relative to the front end, but the role is not to be underestimated. Terminal promotion. Retail terminals such as hospitals, pharmacies, supermarkets, chain stores are the last rings of drug sales, and it is also crucial "foot". Successful terminal promotion, can effectively reach the face-to-face communication of customers and sales staff, strengthen customers' understanding and understanding of products, highlighting corporate image, directly promoting sales. The success of the terminal promotion is to grasp the timing, fully prepared, strengthen supervision, and persevere. At the same time, it is good at timely mastering and using advanced promotional means of electronic promotion, instrument promotion and mobile phone trucks, clinic, performance teams, etc.. System Construction. From a long time, a solid terminal work is also one of the important ways to shape the brand image. Strengthening and promoting the institutionalization, standardization construction of this work in practice, and incorporates usualization, long-term working tracks, and cultivates the total awareness of all-in-one. 7. Organizational firms. To form a scientific, efficient organizational management system and unity, destruction, innovative organizational management team, is the fundamental guarantee of cultivating the core competitiveness of the company and continues to create market advantages. The 21st century pharmaceutical enterprise, when highly organized the banner of management. Organization. Drug classification management, the rich and product structure of pharmaceutical products, and put forward new challenges to the medical enterprise organization structure. OTC independent operation, separate management, implementation of product business universities and product managers, and establish a relatively independent investment decision-making center, marketing center and production management center, and multi-interactive collaboration system. This is an inevitable direction for management changes. Human Resources. Teams of specializing, internationalization, young, and group-oriented, are the most valuable resource advantages and the core competitiveness of the company. The business stage, the system guarantee, the growth space is the cornerstone of talent training and management.
When the international medical giants such as Bayer are seeking the best collaborators in China's scientific research institutions, Chinese medicine and other Chinese pharmaceuticals such as drug industry will look at the high-level talents in the global cage. The localization of talent and the internationalization of talents, the same way, and the same work. Information system. Optimizing organizational structure, saving business costs, increasing management quality and efficiency, is the value of information management. Basic management of production, sales, procurement, finance and other basic management information by MRPII (manufacturing management system), ERP (resource management system) and CRM (customer management system). Based on a remote data exchange system, establish an efficient business operation system, strictly forbidden workflow management, and a smooth information exchange platform. At the same time, we must effectively promote the network construction of the enterprise and build an online virtual enterprise system. The "pharmaceutical communication" website, which has been established by Harbin Medicine, Lu Anti-Jun, and Shi Pharmaceutical and Hong Kong Asian Harmonics Software. Sales management. Due to the special historical reasons of the industry, drug sales (especially hospital sales) has been in confusion, extensive state, lack of planning and monitoring, "black box", the drug price is high, and the phenomenon of imperiality is everywhere. The deepening of the reform of the medical system, the gradual maturity of the pharmaceutical market and the self-improvement of the company's establishment of a modern normative system, calling for the establishment of scientific, standardized, competitive sales management system. Eight, the collaboration is slightly. The essence is the advantageous expansion and advantages of enterprise resources. Form a resource (upstream) alliance and industrial chain. It is highly competitive advantage in strength and scale to maintain the market unbeaten. This is a new game rule in the Age. GlaxoWikang and history can be merged, let us appreciate the world's drug manufacturing giant, and also feel a practical deterrence. The team of Ronhopron, Germany, and the British Jiexang and Swedish Asa, which are the continuation of this powerful impact. At present, there are 25 key pharmaceutical companies in my country, accounting for 35% of the total profits of the national pharmaceutical industry. The display structure adjustment begins to promote the concentration of enterprises production and efficiency. my country's key pharmaceutical companies lead to the layout of the domestic market. Competition in the pharmaceutical industry will be close to the "large group, big variety, big market" strategy. In 2001, 2100 sets of structural adjustments and mandatory elimination of China's pharmaceutical industry were more difficult to make SMEs. This is a big fish to eat small fish, fast fish eat slow fish, and a time to cooperate and join hands. No one can refuse to collaborate and entertain yourself. This is especially true for Chinese companies that are weak in whole strength. Resource coordination. The main goal is to occupy resources, establish industrial chains, and form a domain advantage. On the north of the Shuanghe Pharmaceutical industry, the large infusion industry facing the country is constructed by merged with Pharaoh, Kunshan and other pharmaceutical companies. Through acquisition, reorganization and transformation, the Peak Group establishes a perfect medical production system, and completes low cost expansion and success from the cement industry to the pharmaceutical industry. Capital coordination. Capital operation will be one of the main development strategies of future pharmaceutical companies. Sucking industrial capital or financial capital, improve the company's equity, optimize assets, and solve the fund bottleneck. Wohua Biotechnology has achieved transformation from scientific research results to high-tech industries through financial investors, industrial investors and technical investors. Holdings and restructuring capital operations such as listed companies are more prominent. Technology collaboration. More commonly existed. On the one hand, the research and development capability of pharmaceutical companies is generally low, and it is necessary to cooperate with scientific research institutions (mergers or joint), enhance technical strength, such as opening a laboratory of jointly formation with China Pharmaceutical University, Li Zhu and Wuhan Medical University; On the other hand, the investment amount and risk of technology development is more large, and it is wanted to resolve the risk, so come together. There are also many examples in this regard. Pfizer Pharmaceutical and Famasia jointly developed, promotes the "West Lexion" of the breakthritis, and has been successful. The collaboration of Roche's Human Genome Research Center, showing the preemptions and integration of international medical giants on China's leader. Market collaboration. Integrate market resources, establish a community, speed up market development, and improve market development efficiency.
The Zioguang Pharmaceutical industry has formed a violent ancient Chinese biopharmaceutical through the holding and reorganization of listed companies. Combining the advantages of purple light in health products and non-prescription drug sales networks and the advantages of the ancient Han in the prescription drug sales network to form a national sales network. The pearl theory of Great Wall Biology is more absolute: the project (high-tech products) is the link, and the SMEs (distributors) have established interest communities (share cooperation), using the market advantages of various enterprises, and the sharing market is generated. profit. Nine, international strategy. Line international. Close to the WTO, it has made a pressure on domestic pharmaceutical companies and is also close to the distance. The internationalization of the domestic market, the domestic domestic trend of the international market is increasingly obvious. Global awareness, international marketing will be the basic thinking and survival of future enterprises. On December 11, last year, the United States, the United States, the United States, the United States, the US retail chain, including the US Retail Chain Enterprise Association, including the US Retail Chain Enterprise Association, etc., was left to 40 million US dollars. A large-scale integrated business information network-China Industrial and Commercial Network, which is relying on the National Industry and Commerce Group, and 2,700 Local and Commercial Union, which is the Chinese Industrial and Commercial Network. This is a deep and vivid international marketing education lesson! Lessons and out: International view. In particular, the international awareness of major decision makers will have a huge impact on business and development. The International Group is implementing the "Global Drug Market Strategy" for the world when launching new products. Domestic companies must adjust the concept, look at the world, fully integrate two international and domestic resources, two markets. The three nine has decided to build an antibiotics and Chinese medicine factories in Algawa, and will establish hundreds of Chinese medicine clinics in Europe and the United States. First, the Chinese medicine theory is imported in Europe and America; Tong Ren Tang successfully landed Hong Kong GEM. This is the first step towards the international market. Professional sector. Establish a special international development and marketing department, learn and master the political, economic, cultural, laws, finances, financial, etc. of the target international market, cultivate international marketing and management talents, ready to enter the international market. The international business company just established by Yunnan Baiyao has blown the angle of the cloud drug to the international market. Build an information platform. Information technology platform for communication, transactions and cooperation through corporate information system construction, construction technology platform for communication, trading and cooperation. Preparing for basic techniques for docking international e-commerce. Improve technical content. my country's current drugs, more than 80% of the raw materials and intermediates (Chinese medicine extracts), and the production method is backward, and the product technology content is low. This is the main factor restricting the export. Tongrentang's newly established technology company is the modernization transformation of traditional Chinese medicine and the development of Chinese medicine e-commerce projects. Enhance market awareness and cooperation spirit. This is also a weak link. International cooperation needs to follow international practices, integrity, mutual cooperation, fair competition, and mixing half a water. Ten, the advertisement. The restrictions on medical advertisements are a bright warning number! It is not a market that is increasingly marketable to conquer the market for advertisements. The advertising king era will also get better and more. Medical advertisements, expectation will also returning to rationality. Brand Marketing. Pharmaceutical products have been very low in brand consumption. The deepening reform of the pharmaceutical system, pushed the pharmaceutical industry to the marketing orbit, and the era of medical brand was coming. For pharmaceutical companies, all resources and advantages will be attributed to "Brand", brand becomes a carrier of enterprises outside the image and the inner soul, and is also a highlight of the future core competitiveness of pharmaceutical companies. Brand business and brand consumption constitute two major themes in the future medical market. Future advertising behavior will focus on brand shaping and operation. Public relations (benefit) advertising. This is a more wider advertising Kangzhuang Avenue. Wang Po sells melon-style advertising is getting smaller and narrower, consumers are more willing to accept public welfare (off) advertising in promotion and popularization. This is the opportunity for medical advertisements: spread health knowledge and product information through the social, public welfare, donation, sponsorship and other social, public welfare forms, advocating civilized health concepts, promoting good social trends, and leads to consumption concepts, affecting consumption choices. It is the choice of "curve advertising" of pharmaceutical companies, but also the most affinity and osmotic advertising. AIDS, smoking, drugs, cults, environmental protection, education, etc. are all good themes.
