Drugs are mainly based on rational appeal and emotional appeal in advertisements. Because the scope of many drug advertisements is relatively narrow, unlike other products, which can focus on appearance and performance, the current drug advertisements are basically based on a single product efficacy appeal. Although this way of appealing can make people see the effect of drugs at a glance, it is easy to make the advertising image dull and boring, and it can only convince the elderly that it is ugly. However, as other groups, there is no need to pay attention to such advertisements. Advertisements usually show pictures about products, tell the efficacy of products through voiceover, or play the names of products repeatedly. Even if people appear, it is difficult to arouse people's sexuality with products, and it is difficult for advertising to become a "climate". In fact, only an effective combination of advertisements can educate consumers in entertainment and really touch their hearts through correct demands. Nowadays, manufacturers use a lot of "stars" to advertise, which almost brings "audio-visual violence and mental pollution" to consumers, but the advertising effect and later product sales are not as ideal as expected. Since 1989, Li Moran's advertisement "Sanjiu Weitai" pioneered the star advertisement, the phenomenon of using stars in drug advertisements has emerged one after another. Stars certainly have a certain market appeal, but drugs are a special kind of consumer goods. In the face of more rational consumers, unlike clothing or decorations, star advertisements may not be able to form the expected market effect.
What's behind the stars? Drugs reach fame through stars, but after fame? There is only one way out, and that is curative effect. If the star blows badly, if the product has no curative effect, then giving it will eventually make consumers withdraw from the market. Just like a cold medicine, once, almost all domestic stars used it, but now, this cold medicine really caught a cold and can't be seen in the market anymore. Why? Because consumers do not recognize the star's account, but recognize the curative effect, it is useless to blow it again, and it has no effect. In the past, drug advertisements in newspapers and periodicals were rarely popular in large-scale soft articles, but half-page, full-page and continuous-page "soft and hard combination" advertisements are popular, which seems to make the products advocated present a prosperous scene.
The "soft" advertisement part includes exaggerated and bizarre news cases, painful and embarrassing life details and vivid testimony monologues. Combined with the hard advertisement of product efficacy, the typesetting adopts newspaper news, which has strong concealment. This practice is actually "bad news" and the consequence can only be "loss".
The competition among pharmaceutical companies is too fierce. Now there are many media, such as car TV on buses, focus media in office buildings, medical TV in hospitals and various TV channels. However, the amount of information that consumers can receive in a day is limited, which makes a lot of advertising information flood, which makes many manufacturers more and more fierce in the layout and frequency of advertisements, which leads to vicious competition between enterprises and media to some extent. For pharmaceutical manufacturers, advertising costs are too high and the cost is too high. Therefore, enterprises try their best to raise drug prices. A drug with a cost of one and a half yuan has become a product of more than one hundred yuan in the market, but sometimes enterprises will miscalculate. Because the price system is too inflated, such products will be ignored if they kill consumers. This has led to the situation that some enterprises will lose their money. For the media, they will compete to raise prices or reduce prices, which will cause the industry and the media to encounter a vicious circle. Drugs have become the focus of people's complaints to the government. Consumers are the core of marketing communication, and drug advertising communication is to make patients feel excited. Therefore, advertising creative personnel should firmly grasp the psychology of consumers and often communicate with consumers, often getting unexpected inspiration. Advertisements narrated by patients can stimulate patients and consumers' desire to choose your products. For example, in film and television advertisements, it will increase the persuasiveness of the advertising image by taking civilian and popular patients as image endorsements and telling the unique selling points and remarkable curative effects of the products in their tone. For example, the "middle cover and new cover" high calcium tablet with Li Ding as the spokesperson has achieved good results, although the advertisement is not excellent.
In the soft-text propaganda of drug advertisements, the advertising title must be unconventional, just like the "button" in story telling. To arouse people's strong interest, we must uncover the answer. For example, in an advertisement in myopia therapeutic apparatus, the title is "I smashed the TV", which is very novel. The copy cuts in by telling children that watching TV leads to myopia, making their mother angry, smashing the TV and taking out the products. One of the biggest taboos in drug advertisements is to be reasonable. Because the vast majority of consumers do not understand medical knowledge, it is tantamount to casting pearls before swine to ask them for professional rationality. Some drug advertisements often use "expert-looking" people to explain products, that is, rational demands, which consume advertising time and make most people unable to understand, or use too many professional words to describe them in newspaper advertisements. These rational demands are not desirable in the application of drug advertisements.
Emotional appeal is more attractive than rational appeal. Drug advertising skillfully combines the harm of disease, the embarrassment of life and the effect of products. The copy is interesting, vivid and story-telling. Reading advertisements is just like reading novels, which effectively enhances the affinity of advertisements. At the same time, through novel, humorous and even absurd stories, using the sketch technique of life scenes, we can achieve a wide range of communication effects to a certain extent, so that the advertising effect is not limited to the direct audience, but also can form a second communication or even multiple communication. These emotional appeals can avoid the consequences that the audience will divert their attention when they see the rational appeal advertisement. Story advertising should first stick to the title and product. The plot must begin with pathology and end with products. The starting point should be accurate, the theme should be prominent, the plot should be less paved, and the key should be infectious. Secondly, the story should be true and readable, and people can choose the most familiar details of life. Third, language should avoid rigidity and too many technical terms. We should try our best to use more active language, and use words familiar to consumers, such as a weight-loss product "30% off your stomach". You can also consider using dialects to increase the affinity of advertisements.
We should follow the principle of "concrete analysis of specific problems". Factors such as regional market characteristics, media and competitive environment should be considered. Embarrassing diseases in life are often more suitable for creating story advertisements. Direct and vivid scene reproduction will make the target consumers feel immersive. For example, the "hair loss, marriage failure" of a hair loss product is the embarrassment of the patient. Baijiahei was introduced at the end of 1994, which was later than 1989' s entry into Contac in China and 1993' s entry into Tylenol in China. Moreover, among the two brands, Contac took the lead in establishing a national strong brand with its unique sustained-release capsule technology, and its advertising slogan was "one pill early and one pill late, keeping away from colds", which established the "long-term" positioning in the cold medicine that was usually taken every six hours at that time; Tylenol pursues success by "relieving cold symptoms in 30 minutes", and its positioning is "quick-acting", which is tit for tat with Contek.
In the face of strong competitors widely recognized by consumers, Bai Jiahe did not follow up Contek or Tylenol, but proposed "taking white tablets during the day and not sleeping; Shoot black films at night and sleep soundly ",redefining the two leaders as black and white cold medicine, which they take day and night."
"White plus black" defines a simple and clear advertising slogan: "Treat a cold, black and white", and the core message of all advertisements is "Eat white films during the day and don't doze off; Shoot black films at night and sleep soundly. " The product name and advertising information clearly convey the product concept.
It was only 180 days after listing, and the sales of Baijiahei exceeded1600,000 yuan, occupying 15% market share in the crowded cold medicine market, ranking the second brand in the industry, which is a miracle in the history of marketing communication in Chinese mainland. This phenomenon is called "white plus black" impact, and white plus black enters the top three brands with this positioning.
The best marketing is to create good products (concepts), and to meet the individual needs of consumers is to occupy the market. "White plus black" has created a good product, which is a great idea. It seems simple, but cold medicine is divided into white tablets and black tablets. The sedative "chlorpheniramine" in cold medicine is put in black tablets, and others are not done; Actually, it's not simple. Not only is it very different from competitive brands in appearance, but more importantly, it conforms to the lifestyle of consumers and achieves the strong communication effect of Lenovo.
Bai Jiahei started marketing planning at the beginning of product development, analyzed consumers, markets and competing products, and finally launched an excellent product that conforms to the psychological gap of consumers and is naturally the market gap. The combination of name, characteristics and efficacy has set a natural competitive obstacle for competing products. This is the inevitability of its success, which is worth learning from all manufacturers, especially those who are used to starting marketing planning after the products are produced. Xie Liting's success is attributed to Zhao Benshan's advertisement: "Have loose bowels, choose the right medicine, have a knack for choosing medicine, but don't watch advertisements. See what? See the curative effect? " "Stop diarrhea, stop diarrhea, stop diarrhea and stop diarrhea ... everyone knows?" With the huge investment of Harbin Pharmaceutical Group, not only consumers can recite all the plans of this edition of the advertisement, but also "everyone knows?" This sentence became a buzzword for a time. Since then, diarrhea has stopped in people's minds and established a solid brand impression that "diarrhea stops in diarrhea", which is difficult to be replaced. Zhao Benshan's unique sense of humor has also made people transfer their affection for stars to products, adding more spiritual benefits to consumers.
This version of the advertisement made a slogan, not only let "everyone know?" Once popular, it also benefited other products and was borrowed by advertisements of other products. The most famous is the phrase "Everyone knows" in the Arctic velvet thermal underwear, and the phrase "Who knows who uses it?" This version of the advertisement also made Zhao Benshan himself. Since then, advertisements have continued, and the value has risen again. It can be said that this version of the advertisement has achieved a lot of success, so far it seems that no advertisement can surpass it. Stashu benefited from another successful advertising strategy. In the strong stomach medicine market, Xingshu is just a mistress without foundation. No matter the characteristics of the product or the foundation of the brand, it is impossible to occupy an advantage in the market with many strong players. Because the name of Starwood is hard to remember, how to make consumers remember the name of the product quickly and expand their popularity has become the central purpose at the beginning of advertising creativity. So there was the advertisement that made people feel "vulgar": under the tense drums, a young mother anxiously rummaged through the drawers. It turned out that her husband had stomach trouble again and couldn't find stomach medicine. The young mother hurriedly sent her son to find Stashu, and as a result, her son found a dull man, who turned out to be the so-called fourth uncle. The mother panted out the real Starshu capsule to correct her son's mistake. This advertisement was quickly broadcast in large quantities on CCTV. "Fourth Uncle" became a household name for a time, and occasionally became a humorous topic after dinner. However, Starshu's brand awareness has been established nationwide unconsciously.
After completing the promotion of popularity, Starshu immediately turned to the symptom appeal, summed up stomach diseases as three major symptoms of "stomach acid, abdominal distension and stomach pain", and told people to use Starshu for stomach acid, abdominal distension and stomach pain, and the expression was relatively dull. But this unpretentious appeal is simple, direct and practical. The new host advertised "stomach". Through rich imagination, humorous characters and exaggerated action design, the selling points of Starr Shu are reinterpreted: "Stomach ache, stomach acid and abdominal distension". The "two-step" strategy has achieved "Xingshu" and once ranked first in the sales of gastrointestinal drugs in China. In recent years, it has become the top three in the stomach medicine market together with domperidone from Xi Anrang Sang and Jianwei Xiaoshi tablets from Jiang Zhong Pharmaceutical.
The success of Starbucks once again proves that "consumers hate advertising and products are two different things". Advertising is really "vulgar", even unbearable, but the products are really selling well.
Although the revised pharmaceutical industry believes that Stashu's popularity benefits from advertising, advertising is not the decisive factor for Stashu's success. It is the result of enterprise's efforts. However, "only very creative advertisements can generate extraordinary sales", which is recognized as the golden rule of OTC product marketing, is naturally fully reflected in Starr Shu. Correcting the concept of "stomach pain, stomach acid, abdominal distension, and quick use of Xingshule" firmly established by the pharmaceutical industry in the hearts of consumers is naturally the credit of advertising. Otherwise, no matter how professional the marketing team is and how good the promotion activities are, it is impossible to achieve a rapid leap in product quality. Jinsizi's marketing strategy is often criticized by experts in the industry, either for its ten-year unchanging and unpretentious advertising slogan "Protect your voice, please use Jinsizi", or it is unnecessary to advertise for Cristiano Ronaldo and it is poorly shot.
It seems that Jinsizi Shoubao really has no superiority in marketing means. It may be surprising to take Jinsizi as a classic case here, but it can become the first brand of absolute throat protection products with annual sales of 600 million yuan and market share of 30%, and it is completely qualified in terms of its performance. Moreover, the performance of Golden Scorpion is not an opportunity to enter the market in advance like some products. At the beginning of listing, we faced such a strong rival as Jiang Zhong Caoshanhu Buccal Tablets, but in the end, we not only surpassed ourselves, but also surpassed our predecessors, which really made some people in the industry feel "confused". However, the author believes that there are several reasons why Jin Houbao can achieve such results:
First, the product has a good name. "Golden Scorpion" is elegant and easy to remember, and it should be the best name of its kind. Many consumers think of golden scorpions as soon as they mention voice problems. This innate advantage is one of the reasons why it can come from behind.
Second, the golden scorpion throat treasure should be regarded as a good product. This is because on the one hand, throat diseases are easy to take effect and are supported by products; On the other hand, its designers had a lot of brains at the beginning of product design: throat lozenges at that time were all made by pressing powder, which was soluble once contained, and it was difficult to maintain the efficacy in the throat for a long time. Buccal tablets are generally small, but the dosage is insufficient. If they are not widely used in patients with acute pharyngitis or throat discomfort, the effect is slow, while throat-moistening tablets have no therapeutic effect. In this way, there is a gap between the two types of products. Jinsizi Houbao discovered this gap and launched an intermediate product.
Third, the competing products did not perform well. We can criticize that the marketing of Golden Voice Throat is not excellent enough, but on the other hand, similar products seem to be lacking, and few are better than Golden Voice. Yan Liang, a licorice root, once achieved very good results with accurate positioning and effective advertising, which made people shine at the moment. But in the end, it did not surpass the performance of the golden voice, a bit like a passer-by. The reason is that the throat discomfort caused by smoking seems to be not urgent, and consumers' willingness to buy is largely guided by attractive advertisements. In other words, the demand is unstable and they rely on advertisements. The follow-up product of Ili Glycyrrhiza uralensis Fisch, Jiang Zhong Liangsheng, the brother of Jiang Zhong Caoshanhu Buccal Tablets, has achieved good results in some places, but from the current situation, it has not surpassed the trend of golden silk monkey bag.
But when you think about it carefully, you don't do much after listing, but after further understanding, you find that the success of Golden Sonzi is inevitable: choose the right market, choose the right product with good effect, choose the right dosage form, choose the right elegant and popular name, choose the right price and so on. It can be seen that Jinzizi has done a good job in the "homework" in the early stage of product listing, which is often more useful than many fancy skills after product listing. Personal habits call the marketing method of marketing planning from the beginning of product design as full marketing, otherwise it is called semi-marketing. The author thinks that Rongchang Anal Tai, like Baijiahei, is a model of full marketing, and marketing planning runs through the whole marketing process from the needs of consumers.
Before Anal Thai went on the market, there were Zhichuangning Suppository, Ma Yinglong Zhichuang Ointment, Huazhi Pill, Huaijiao Pill and other products. , directly administered to the anus. However, Rongchang Pharmaceutical found that suppositories are easy to be excreted after taking drugs, and drugs are often excreted with the stool after taking ointments and suppositories, which makes the drugs not lasting, patients can not get continuous treatment, and also leads to the waste of drugs. At the same time, suppositories and ointments are inconvenient to use, so they can only be used at home at night and can only endure pain during the day. Some patients can't sit while working, they can only stand. Patients especially want to have a medicine that can be used when it hurts, and it is easy to treat after using it.
In order to meet the treatment needs of patients, Rongchang Pharmaceutical developed Anal Thai, which was listed in 1994. According to the principle of navel therapy in traditional Chinese medicine, it uses transdermal suction technology to treat hemorrhoids by sticking navel, which avoids the disadvantages of suppository and ointment directly applied to anus-easy excretion and waste of medicine. Stick a tablet every day for 24 hours. It's convenient to take medicine-you can take it anytime, anywhere. When hemorrhoids attack, you can stick pills on your navel. You don't have to go home to take medicine.
This convenient and easy-to-use new dosage form became the biggest selling point of Rongchang Anal Thai, and it was also a bright spot in the market that year. Simple six words: "Sticking navel to cure hemorrhoids", coupled with humorous TV advertisements, the first series of comic advertisements in China with humorous jingles and self-adhesive public service advertisements in toilets almost brought revolutionary and subversive changes to the hemorrhoid market in that year, which quickly won the favor of consumers and achieved good results of selling hundreds of millions within one year of listing.
In recent years, the creativity and advertising intensity of Rongchang Anal Thai advertising are not as good as at the beginning, and the market share has also declined. I hope Rongchang Anal Thai can inherit the tradition and create new achievements. "I can't tell you anything, just wash it", which is probably one of the earliest popular slogans in China and the slogan of Jieeryin, the boss of women's emulsion products. With the listing of Jieeryin, this slogan seems to be cursed. With its products spread all over China, it has become a household name, making Jieeryin an unshakable dominant position in the emulsion market.
Of course, Jieeryin's success is not only based on this slogan. When Jieeryin was listed on 1989, there were already metronidazole tablets, nystatin suppositories, chlorhexidine suppositories, Fu Yanping capsules and even sodium bicarbonate and potassium permanganate solution (commonly known as PP powder) on the market, but there were no leading brands and products. After careful research and development, Jieeryin has a reasonable formula and outstanding effect. The performance of the above competing products is integrated (it can take effect on mold, trichomonas and bacterial vaginitis at the same time), which conforms to the sanitary habit of women using water. In addition, spindle-shaped and oblate packaging looks more like daily necessities, and the price is around 8- 10 yuan, which is easily accepted by the public.
With such a product that was absolutely at the leading level at that time, coupled with this vivid, vivid and appropriate advertising language, it was recited in the hearts of countless people, and no one has surpassed it so far, and the publicity was huge, making the product brand resound throughout the country for a time. In addition, Wayne Company also co-organized the "Wayne Cup Women's Health Knowledge Competition" with the All-China Women's Federation, and hired gynecologists as consultants to pave the way for it in the hospital prescription market. The company introduced CI system earlier, which was a big step ahead of the competing products at that time. At that time, the concept of marketing just appeared in China. This series of marketing measures fully shows the foresight of enterprise decision makers, and also makes Jieeryin's marketing a great victory, which is well received by consumers. In places where there are many women workers in textile mills and some ethnic areas, it has indeed achieved unprecedented success, even as labor insurance welfare products.
With the deep foundation laid at that time, Jieeryin has been a well-deserved leader in this market for more than ten years, with annual sales of1800 million and a peak of 900 million. On the contrary, the marketing strategies and means in recent years (compared with product updating, packaging improvement, better advertising creativity, etc. ) has stagnated, and has been eroded by some regional brands in the primary market, and its market share has shrunk. However, in the vast national market, "Jieeryin" still occupies an absolute dominant position, and the insiders estimate that its annual sales volume is basically stable at the level of 700-800 million. This kind of performance is unmatched by other brands. Guanghua Xiaochaihu Granule is the main product of Baiyun Mountain Guanghua Pharmaceutical Company. Because Xiaochaihu Granule has many effects in clinical application in 2000, it is too professional to describe it in Treatise on Febrile Diseases, which makes it very difficult to locate it. Products have also been tepid. In 2009, Guanghua Xiaochaihu invited several most famous advertising planning agencies in China, including sonic communication. With the participation of sonic communication advertising companies, Xiaochaihu has a clear positioning and stands out from several advertising companies. Guanghua Xiaochaihu new positioning: Guanghua Xiaochaihu, a cold medicine that does not hurt the liver and stomach!
Think about the new positioning strategy and adopt the strategy of "fostering strengths and avoiding weaknesses".
The disadvantage of Guanghua Xiaochaihu is that cold medicine is a common medicine, and the symptoms of a cold are very clear to the people. It is no longer necessary to distinguish the market from the efficacy. The key point is that the efficacy of the product is not strong enough compared with western medicine. Its advantage is that the biggest selling point of DC Bupleurum is not its strong cold medicine, but its "warmth", especially the added value of soothing the liver and stomach. It is also a powerful selling point that all cold medicines can't match. Guanghua Xiaochaihu will become a green cold medicine for all ages in the future.
In order to seize the market quickly, we specially invited Charmaine Sheh, a famous Hong Kong actor, as the product spokesperson.
Accurate positioning immediately made Guanghua Xiaochaihu stand out among many cold medicines. After the advertising, sales of Guanghua Bupleurum increased by 70% in a short time, becoming the most successful and profitable brand of Guangzhou Pharmaceutical Group. Huiren Shenbao is different from Baijiahei, Rongchang Anal Thai, Jieeryin and other products. At the beginning of listing, there were no obvious advantages or characteristics in products. However, it can achieve sales of more than one billion yuan in the peak period and successfully make a long-term product, which also makes Huiren Group become a well-known enterprise in China and the largest private enterprise in Jiangxi Province from a little-known small enterprise. It should be mainly attributed to its efforts in marketing and operation, and in general, it is a tactical ground high-altitude advertisement.
Huiren Shenbao has set up marketing branches in all provinces except Tibet, covering more than 2,000 counties (cities, districts) and sending more than 3,000 marketers at all levels. Wherever it goes, it delivers a large number of tabloids, folding pages, posters, banners and banners, and pastes all kinds of advertisements declared by Huiren all over the streets, residential quarters, telephone poles and rural fences. The meticulous work makes people feel emotional.
In addition to all kinds of advertisements on the ground, Huiren Shenbao has also blossomed everywhere in satellite TV and city TV stations. Advertisements are not only numerous, but also of good quality. That version of the advertisement made everyone laugh: a woman snuggled up to a man and shrugged and said, "Huiren applies for insurance, whether he is good or not." Strong and skillfully completed the appeal of the topic of "sex" of Huiren Shenbao, knowing that this is the most urgent demand of consumers who tonify kidney, because in the public's concept, tonifying kidney naturally means aphrodisiac. Huiren Shenbao did not deliberately avoid it, but cleverly stated the needs of consumers. The slogan "He is good, I am also good" has spread all over the country, making many men and women feel excited!
Huiren Shenbao, which entered the market for nearly ten years, still has great influence today, instead of dying out quickly after many products broke out in the same period. Huiren Shenbao is also actively responding to the new changes in the market. However, with the more and more strict supervision of various marketing methods by relevant departments, the successful means that many people rely on are no longer feasible. Even for a while, the classic slogan was changed to "good kidney, good life". Although it still means that, it is much weaker. I seem to have changed the sentence "He is good, I am good" recently, but the story has changed. Today, Huiren's market share in many places has been quite small. It seems that Huiren needs some wonderful calligraphy to improve. The concept of detoxification and beauty is definitely a big idea. It is said that this is a great idea because:
This idea lies in the success of Jiedu Yangyan Capsule, which not only successfully launched a product, but also made itself the first in the country (ranked first in national drug sales and sales more than once) and lasted for a long time. Rao's follow-up products failed to shake its position as the originator of detoxification, and Jiedu Yangyan Capsule also successfully built a "detoxification" industry.
This creativity lies in the reverse thinking from "compensation" to "exclusion". Before "detoxification", almost all health care products (Jiedu Yang Yan Capsule was originally a health care product, and later turned to OTC) emphasized "supplement". Although some products have put forward similar concepts, such as "removing garbage from the body", it is not difficult to see that there are obvious differences between the two concepts in terms of acceptance and stimulation. Although, on the whole, only one product is very successful, most of the sales are from Shanghai headquarters. Speaking of which, I am also lacking in confidence, so naturally I am not so convincing.
This kind of creativity lies in the ingenious conception of "poison", and this threatening word brings strong stimulation to consumers and causes a sense of urgency in consumption. The traditional theoretical basis of traditional Chinese medicine will not make consumers have too many obstacles in acceptance;
This idea lies in the functional combination of "detoxification" and "beauty". At first glance, there is not much connection, but after a little consideration, it makes sense. There is poison in the body, and the skin is naturally not beautiful. This should be the most direct and simple understanding of ordinary consumers, and can also be accepted and convinced by consumers.