The Medical Communication Strategy in the New Media Age

No, CCTV; don't have it, TV broadcasting; don’t, the glorious era of medicine (including health products) that once stood out in CCTV and TV. Once upon a time, the opening of television, medicine (including health products) ads blowing, it seems that pharmaceutical companies are very rich, it seems that people really need so many drugs, health products. Later, TV prices have been rising year after year, and pharmaceutical companies have retreated. Now, the main positions of drug dissemination are gradually retreating from CCTV to satellite TV broadcasting. From first-line TVs, they are relegated to second-line or even third-line. The number of TV stations that can be released at the same time has also been reduced from the initial almost full coverage to 20, 10, and even one place. number. Now, except for a few companies that are quite strong and still believe in the power of the brand, the pharmaceutical companies that believe in “how big the heart is and how big the stage is” adhere to the high point of CCTV's dissemination, and there are several pharmaceutical companies fighting in the Red Sea spread by TV. The waves of wind and tide stand in the forefront, but they are tangled and puzzled: Should we not do TV commercials? How to do it?

From movies to television, from TV to computer, to smart phones, today's multi-screen, people’s eyeballs seem to be increasingly concentrated on computers and mobile phones. The continued decline in the TV operating rate indicates the trend of multi-screen competition. . Although there have been once the silence of the cinema line is also re-entering the arena; newspapers, magazines and other paper media are already looking for new breakthroughs; large LED displays and a variety of mobile, fixed display (actually outdoor advertising The upgraded version is accumulating strong propagating potential; wall advertisements throughout the county and township markets also seem to highlight the brand's ubiquity; there are all kinds of emerging media splendor. Where there are people there are rivers and lakes, and where there are people there will be media. With the surging tide of the market economy, the media has also staged a great drama of competition and games in this tide. Perhaps the prologue of this drama has only just begun...

However, regardless of the game, the quiet rise of online media is a strong impact and change the media landscape. The Internet is profoundly changing people’s lives and work habits, and the Internet has become a normal and lifestyle. Traditional media companies that have traditionally loved traditional media and traditional communication methods are facing new changes: from attention to wait-and-see, from trial to strategy transformation. These changes have taken place in the past two or three years and will change in larger scale and more substantively in the coming years. The initial dissemination of drug companies' Internet communications was mostly from the public concern of online news, and it was particularly early for foreign companies and joint drug companies. The forms are mostly news and information, academic promotion, science popularization, etc. With the development of the Internet, the forms of online communication have become more and more diversified, and the proportion of communication and costs has gradually increased, from the symbolic test to 5% 10% of the trials were evenly distributed to traditional media, and even worse, they basically used Internet communication as the main mode of transmission and achieved good results. The industry and the media relished it.

Drugs are special commodities that are related to human health and life, but at the same time they are affected by industrial policies. The homogenization of drugs is very serious. In particular, local pharmaceutical companies will have several, a dozen or even hundreds of competing products participating in the market in the same category. Emerging health products seem to be more like FMCG. Therefore, at the level of transmission, the market competition and communication strategy of medicines and health products are not inferior to FMCG. Whether it is a foreign-funded, joint-venture pharmaceutical company or a local pharmaceutical company, whether it is prescription drugs, OTC or health products, it can be used in network communication to meet different consumer groups according to company strategy, brand tone and product function appeal. It forms a multidimensional level of propagation to form a resultant force. For example, Sina.com, Sohu.com, and Netease.com have done brand promotion and multi-frequency exposures. They have made news, news topics, and related event planning on authoritative news websites such as People.com, Xinhua.com, and CCTV.com. And the positive image of brand image; professional product function appeal and medical culture communication on vertical healthy websites and portal health channels; patch and hard and wide video websites (in fact, it is the network of television advertising only); Tencent and other highly interactive websites do interactive communications, etc., as well as innovative viral videos, microblogging marketing, micro-movies, etc., and electronic commerce that uses the Internet as a platform, attached to online communications and online online payment. It is the new thing that combines marketing and communication, the most perfect combination of online and offline, and it is also the marketing communication trend with the most promising development and full of vitality.

The network cannot be seen or touched, but it is everywhere, and online communication will certainly take off. Marketing and transactions happen every day. We promote the innovation and change of the network. The network influences and changes our lives. Take advantage of the situation, build momentum and take advantage of what you can do!