Several Misunderstandings of Medical Network Marketing

Internet marketing is fast approaching consumer products, but it is relatively slow in the pharmaceutical industry. In the pharmaceutical industry, online marketing seems to be still in its infancy. The just-started pharmaceutical industry recognizes online marketing. Knowing is rare. The network is a double-edged sword that will hurt the enterprise itself. The peculiarities of the pharmaceutical industry, the late start-up, and many concerns have caused many drug companies to have a lot of prejudice on network marketing, or some misunderstandings. There are the following six aspects.

Misunderstanding 1: The timing of online advertising is not yet mature

They believe that for the pharmaceutical industry, there is not yet a good marketing model that can be used for reference. Therefore, the time for doing network marketing in the pharmaceutical industry is not yet mature. When other people try to succeed, the time is ripe.

However, according to authoritative research, as many as 80% of the audience reach out to and receive information from the Internet, and 87% of Internet users regard Internet word-of-mouth as the most reliable source of information for understanding products and services. In the face of consumers who are more and more accustomed to searching the Internet for information after 80s and 90s, such data will only increase. It is imperative that you want to achieve the dissemination effect and use the new media for marketing with the times. The network marketing of pharmaceutical companies in the future is destined to become increasingly fierce. Waiting means imposing oneself on passive risk!

Myth two: Singles traditional media ads, dismissive of online marketing

They believe that the main products of television advertising, newspaper advertising or radio advertising, of course, there are some traditional outdoor advertising, there are soft paper on the plane, network marketing optional, in the portal site can easily put some online advertising.

Under the mentality of using Internet marketing as a “chicken rib”, it will not be a system that closely considers the planning and release of online advertising and the three-dimensional interactive communication and information interception of the Internet platform. The effect can be imagined and it can only be “tasteless”. It's a pity that we abandoned it." In this way, not only is the company wasted on disseminating resources, but it also made companies ignore the effects of online marketing and missed the opportunity!

Misunderstanding 3: Prescription drugs cannot be advertised online

They believe that their own products are prescription drugs that do not allow advertising, and online marketing communications certainly do not.

Prescription drugs are not permitted to advertise on legal attributes, but they must conduct planned communication activities based on product characteristics, target consumer spending behavior, and media habits. For example, Novo Nordisk Diabetes Information Network, Hypertensive Prescription Drugs Fuda, depression drugs Prozac, Celeste, etc., whose market attributes are like OTC's “OTC-like” drugs, the significance of online marketing communication will be even more significant. Good network soft communication is of great significance and the effect of communication is also very obvious.

Misunderstanding 4: Internet communication is to build a website and buy a few keywords

In their opinion, Internet marketing is to be a corporate website or product website. Uploading and then spending money to buy a few keywords is all that matters.

This kind of misunderstanding lies in the fact that ignoring the content plan of the website and not paying attention to copy sales, website structure, creative design and keyword optimization. The design of the website costs only 10,000 pieces, but it takes hundreds of thousands of fees to promote it. The knife is not fast and the wood is cut. The efficiency is naturally low. At the same time, they do not understand the depth, will not integrate, do not take full advantage of the Internet's "network" advantages, there is no synchronization of network integration promotion, and there is no follow-up network information maintenance, as time goes by, the site has become dispensable furnishings.

Myth 5: Myth microblog marketing, WeChat marketing

They believe that microblogging marketing, WeChat marketing has a low cost, a wide range of influence, and strong interaction. It is all right to want to achieve a successful pharmaceutical marketing of network marketing.

It is undeniable that the interactive nature of Weibo and Wechat Marketing has extraordinary charisma. However, relying solely on Weibo and WeChat does not win the convincing of the audience, news, soft papers, blogs, web entries, questions and answers, establishment of websites, and other networks. The means of marketing can more fully display the information that the company wants to express, so as to attract the largest audience and achieve publicity.

Misunderstanding 6: Internet communication is to do e-commerce

They believe that network communication is just a flagship store built on Taobao system, and it will be sold through the Taobao system to increase sales.

It is undeniable that the ultimate goal of any marketing-level communication is to increase sales. However, if the spread of online communications is equivalent to e-commerce, companies do not know how much opportunity they will lose. Taobao system is suitable for the sale of some non-pharmaceutical products. For drugs, due to the particularity, consumers will want to know more information, which requires companies to do some basic publicity work outside of Taobao to facilitate the search for prospective customers. Engine, find the right information. Lack of professional website brand communication, interactive terms, news and soft media hype and other three-dimensional network of dissemination, even if the establishment of e-commerce marketing model, but also because of the lack of brand communication to promote, in name only.

For a pharmaceutical company to achieve the success of network marketing, it is necessary to both pulse the dynamics of the quasi-pharmaceutical market, and also need to use the weapons of the Internet in a flexible manner. The process of crossing the river by stones is not easy, but passive evasion and drug companies lose. It will not only be a chance but an era!