? Paper Keywords: experience marketing medicine and health care products experience theme

? Abstract: Experiential marketing has become an important marketing model of medical care products. This paper mainly studies the connotation of experiential marketing, the operational process of experiential marketing of health products, the experiential marketing strategy of health products and the implementation of experiential marketing strategy of health products, hoping to have certain reference significance for the marketing of medical health products in China.

With the development of market economy, product differentiation is getting smaller and smaller, and the competition among enterprises is becoming increasingly fierce. Enterprises should not only let customers fully understand the characteristics of products, but also need customers to have trust in their products. In order to develop better and cultivate as many loyal customers as possible, it is difficult for enterprises to rely solely on traditional marketing methods, and a new marketing skill-experiential marketing came into being.

First, the connotation of experiential marketing

At the beginning of the 20th century, alvin toffler, an American scholar, put forward the concept of "experience economy", pointing out that businesses win by providing experience services. With the advent of the era of experience economy, Dr. Bird Schmidt of the United States pointed out in his book "Experience Marketing" that experience marketing refers to redefining and designing the way of thinking of marketing from five aspects: consumers' senses, emotions, thinking, actions and relevance. This way of thinking breaks through the traditional assumption of "rational consumer" and holds that consumers are both rational and emotional when they consume, and the experience of consumers before, during and after consumption is the key to study consumer behavior and corporate brand management.

Today, the market of health care products in China is growing. With the improvement of people's living standards, people are increasingly aware that it is better to spend a lot of money on treatment than to spend a little money on health care. At present, the OTC market in China is growing at an annual rate of 1 1%, becoming the fastest growing region and the fourth largest market in the world. As a new marketing model, experiential marketing is widely used in the field of medicine and health care products. It is adopted by most medical and health care products sales enterprises mainly because it solves the marketing obstacle-honesty in the marketing of medical and health care products. In the course of more than 20 years in China's medical and health care products market, consumers' reputation for health care products advertisements has been declining and their commercial immunity has been improving. Experiential marketing has just solved this problem, solved the marketing obstacles with consumers' actual perception, and achieved the market effect of "small input, large output", which has become an effective mode for the successful marketing of most medical and health care products.

Second, the operation process of experience marketing of health care products

1. Identify the target customers. As a marketing model, experiential marketing realizes product sales through customers' experience. At present, most domestic enterprises engaged in experience marketing adopt the way of free experience, some of which are staged, such as health food and consumables. Some free experiences are long-term, such as durable goods, such as home medical equipment. Therefore, it is necessary for our marketers to effectively identify and segment the target customers. For example, when selling home medical devices, elderly customers with good economic conditions and no children are regarded as VIP customers.

2. Know your target customers. To understand the target customers, it is necessary to deeply understand the characteristics and needs of the target customers and know what they are worried about. Enterprises must obtain relevant information through market research, and marketers should know their living conditions, family members, professional background, hobbies and so on. Through the usual communication with them. These elderly VIP customers lack family warmth, little contact with society and extreme lack of emotion.

3. From the perspective of target customers, provide them with experience. It is necessary to know where customers' interests and concerns are, and design special experiences for these elderly customers according to their common needs, so that they will no longer feel "lonely". Marketers should be good at integrating all kinds of experiences, using popularity to promote sales, organizing customers to carry out team activities, making up for spiritual emptiness, and providing experiencers with a space to make friends and enjoy childlike interest in the experience center, which can ignite the passion of life of these elderly people, experience health and happiness, and naturally achieve sales goals.

4. Determine the specific parameters of the experience. Need to determine where the selling point of the product is, and customers can experience and evaluate it. For example, Xilaijian physiotherapy bed puts forward the concept of warm acupuncture for customers to experience.

5. Assessment and control. After the implementation of experiential marketing, enterprises should also evaluate the early operation. For example, what is the effect of elderly customers using physical therapy bed, whether it can relieve joint pain and whether it has curative effect on chronic diseases.

Third, the experience marketing strategy of health care products

1. Sensory marketing strategy. Sensory marketing is to establish sensory experience through vision, hearing, touch and smell. Sensory marketing can clearly distinguish between branches and products, and induce consumers' purchasing motivation. For example, Taitai Oral Liquid highlights its products in advertisements, which can make female consumers exude elegant intellectual beauty from the inside out, and induce many intellectual women to buy this product, with remarkable sales performance.

2. emotional marketing strategy. Emotional experience marketing is very humanized, and it advocates starting from the real feelings of target consumers and gaining consumers' recognition and acceptance through emotional communication between buyers and sellers. For example, a brand of sphygmomanometer often organizes community health talks for people with hypertension, so that participants can not only learn medical health knowledge, but also become loyal customers of the product. The famous chain health industry "Wife Experience Center" in China relies on emotional marketing strategy to care about the health of middle-aged and elderly people while selling products, and to create a culture of filial piety and love for enterprises.

3. Think about marketing strategy. Thinking marketing is to inspire people's intelligence and creatively let consumers get the experience of understanding and solving problems. Thinking marketing is widely used in the promotion of high-tech products. Lejianfang is a high-tech healthy sleep system independently developed by Beijing Hongda Yuan Teng Biotechnology Co., Ltd., which initiated the "92" health project of "paying equal attention to healthy sleep and health promotion". Hongda Yuan Teng Enterprise innovates the concept of health care, and establishes an all-round three-dimensional health care system of "eating, drinking, sleeping and nourishing", so that consumers can realize the great difference between ordinary sleep and healthy sleep system, and the target consumers of products can accept new concepts, thus consuming more expensive high-tech products.

4. Action marketing strategy. Action marketing refers to stimulating consumers through idols, film singers and other roles, thus changing their lifestyles and realizing product sales. Pu Cunxin and Jiang are the spokesmen of mid-range far-infrared health care products. The spokesmen are tall and straight, which conforms to consumers' aesthetics and stimulates consumers' interest and desire to buy health care products.

5. Affiliate marketing strategy. Alliance marketing includes the integration of senses, emotions, thinking and action or marketing. Amway often customizes special products for loyal customers, such as clothes and bedding with Amway logo, so as to consolidate consumer groups and stabilize sales performance.

Fourth, health care products implement experiential marketing strategy.

According to different marketing strategies of experience marketing, medical and health care products sales enterprises can adopt various implementation methods, such as delivering experience with high-quality service, spreading experience with novel health care products advertisements, creating a warm atmosphere to render experience, enhancing experience with sincere feelings of service personnel of sales enterprises, feeling experience with promotion means, condensing experience with famous brand advantages, and innovatively designing experience with high-tech health care products.

When using the above means to implement experiential marketing strategy, we should do the following:

1. Pay attention to the consumer experience, emphasize the psychological attributes of health care products, and attach importance to their overall value to consumers. The current consumer market is a personalized era. It is necessary to study the psychological needs of consumers, meet the emotional requirements of target consumers, meet their psychological expectations, and let consumers of health care products complete the experience.