The power of 1 billion

The society has entered the "Reading Age". Where are you?

On January 16, 2012, China Internet Network Information Center released the 29th Statistical Report on the Development of China's Internet. The report shows that as of the end of December 2011, the number of Chinese netizens reached 513 million, and the number of newly added netizens reached 55.8 million.

The creative destruction of traditional media by Internet media is also continuing. According to statistics, the same audience of 50 million people has been broadcasting for 38 years, television for 13 years, and Facebook for only 2 years.

The most important change that Internet media has experienced in such rapid growth is that communication and interaction have become ubiquitous. More and more consumers are refusing to accept forced indoctrination of medical advertisements. As long as medical advertisements appear on television, they can't escape the Remote Control.

Many pharmaceutical companies have extended their category and have made many drugs have a fast-dispelling property, extending from the concept of pure treatment of diseases to the concept of great health of OTC, health foods, and functional foods. As a result, the marketing communication environment of pharmaceutical companies has changed. Become relaxed, daily, digested and entertained. For example, when consumers choose drugs, they are increasingly relying on suggestions from friends or even strangers on the Internet. This is a kind of sharing and exchange of information. Its feelings are pleasant, tacit, and subtle. This kind of sharing and communication allows consumers not to be kidnapped by advertisements, to understand brand information in a relaxed environment, and to facilitate purchases.

Therefore, network communication is not only simple to release product information and corporate propaganda, brand communication has entered the “era of reading”.

In the era of reading, brand communication has "three changes"

Internet communication and traditional advertising are just like the cold wind and the sun in Aesop's fables for the role of consumers: traditional advertisements like cold winds are intruders who forcibly enter the minds of consumers. The Internet spreads like the sun and smiles. , moistens the material to enter the consumer quietly, warm consumer.

Of course, the warmth of the sun will be angular, and the transmission of delicate objects will require standards. In the Era of Reading, the most aggressive and hard-to-sell brand communication must comply with the “three principles”

Disseminated

The dissemination of fragmentation is mainly reflected in: attention to fragmentation, dissemination of the main fragmentation.

The massive presence and rapid renewal of online information has led to the consumer's attention only momentary, instant, and fleeting. Information that draws attention will soon be swept away by information waves, and the consumer's attention will be drawn to the next nerve-stimulating message. So on the Internet, consumers' attention can only be fragmented.

In addition, the main body of dissemination of Internet communication has changed from the ruling class in the traditional media to the general public. The transformation of the main role has directly led to the decentralization of the discourse power. On the Internet, everyone has the opportunity to speak, so the traditional discourse authority is deconstructed, new grassroots forces rise, and the subjectivity of the audience is maximized.

The emergence of fragmentation brings together individuals with the same or similar hobbies interest, and forms a large number of small-scale “network communities” that are scattered across the world but have common needs in certain areas. It will be the audience of the future network, and it will focus on the accurate dissemination of one or more "network communities". This is an important guarantee for the success of the pharmaceutical brand's online communication.

Communication and interaction

Interaction refers to the interaction of content and form between the website and the audience, the audience and the audience on the Internet, which mainly includes the mutual influence of information and mutual complementation. Therefore, the research on interaction mainly focuses on what the audience provides to the network when the network gives audience content, and what the audience provides to each other.

A complete interactive communication can be defined as three links:

The first is the process of display. On the selected media platform, the exposure is maintained to attract the audience to pay attention to the positive image of corporate brands and products, and to make announcements and deliver information.

The second is the process of communication, which is to communicate with target users, understand the real needs and interests of consumers, and discover "network communities" so that brands and consumers can discuss and communicate on the same level.

The third is the interactive process. After the previous two processes are all done and form a certain foundation, design brand and user experience interaction, encourage users to try and experience, and promote interaction between brands and target customers in the interactive process. Understand and enhance brand cohesion.

Pharmaceutical brands should also pay attention to the interactive communication of the Internet, which is evident from the attitude of consumers in treating traditional media and medical advertisements.

Spread word of mouth

The brand's character is composed of three mouths. This shows that the brand is related to the mouth. The mouth here is word of mouth, one mouth produces two mouths, two mouths produce three mouths, and three mouths become brands.

The youngest moms after the 80s are the last to watch the commercials of the commercials. They will not hesitate to turn over the magazine's advertising folder, even keep a close eye on the road, and they are not expecting any giant billboards on the roadside. At a glance. However, if you see the same young mother recommending an infant or toddler product or a pediatric drug on the Internet, it will not only be very satisfying, but most of the time, you will try it when your child needs it.

Consumers' high trust in online word of mouth derives from consumers’ experience with products and the public’s perception of corporate image. Word-of-mouth is objective, but word-of-mouth communication is subjective, and word of mouth itself is lazy, but word-of-mouth manufacturers can make word-of-mouth communication passive. The open platform of online media has opened its mind to every brand that wants to build a reputation in the field of online word of mouth.

Four network communication models help you to cross this one billion

There are pharmaceutical brands that have a base impact of 1 billion, and they must be strong and strong in the distribution of reserves. Internet communication is not the only choice for these pharmaceutical brands, but it must be a strategic choice. Only by making a contribution to online communication, traditional advertisements that are chauffeur-style will not be difficult for consumers to accept. Only a breakthrough in network communication can truly implant the brand's aura into the minds of consumers as much as the sun, instead of spending. Cognitive aggressive entry.

The clever use of the power of Internet communication to help pharmaceutical brands achieve leapfrog development is the basic skill of Fuli. Over the years, through the services of many predators in the pharmaceutical industry and contacts with successful companies, the company has in-depth analysis of the successful experiences of well-known pharmaceutical brands in the field of network communications, and has summarized the four major modes of communication of pharmaceutical brands. By following the footsteps of other people's success, companies can quickly achieve brand breakthroughs and embark on a larger development stage in the pharmaceutical market, spanning a billion dollars.

Mode 1: The official website exerts force to make the brand interaction "live"

Traditional pharmaceutical companies have a fatal misunderstanding in understanding the spread of the Internet, that is, they do not attach importance to the dissemination value of corporate official websites, and there is no spread of websites. Now, I'm afraid there is no drug company that does not have its own official website. However, how many people visited the official website, where did the people come from, how did they visit the site, how long did they stay, and what they saw? Few people can answer these questions. Because few companies truly understand how to use the portal's official website to do network marketing, these pharmaceutical companies simply did not think of operating the portal's official website in the past. How could there be a cyber-democratic visit?

In fact, the corporate portal official website is the first stop for enterprises to get involved in network communication, and it is also the network transmission method with the lowest cost, the largest amount of information, and the longest publicity effect.

Wuhan Jianmin Pharmaceutical Co., Ltd. has launched an online communication project since March 2008. From the very beginning, it has clearly positioned the network promotion model as a marketing-type website promotion, and established the first health consulting website featuring calcium supplementation for children in China. Longmu calcium supplement expert network. After more than two years of operation, she has undergone three major revisions. However, the site positioning has always been centered on calcium supplementation and disease health counseling services. The scope of consultation has been expanded to the entire pediatric field. The name of the site has also become a dragon due to the extension of service orientation. Mu child health network.

Nowadays, Longmu Children's Health Network has become the largest domestic calcium supplement consultation website with the best traffic, the best service, and the largest number of users. The daily average number of unique visitors is 12,000. At most, more than 300 user calcium supplement consultation questions are received each day, and the cumulative response users Health Consultation Over 100,000 people An online survey of more than 17,000 samples showed that 60% of the users who visited Longmu.com did not use Longmu Zhuanggu Granules and were considering choosing calcium supplements for their children. These users visited the dragon. 60% of users will decide to purchase Longmu Zhuang Bone Granules.

As confirmed by the survey results, the sales of Longmu Zhuanggu Granules have increased by more than one billion yuan since 2008. Wuhan Jianmin Pharmaceutical's marketing website promotion model has achieved great success.

Mode 2: Baidu area, let the information transfer "fire" up

As the saying goes, "The wine is not afraid of the depth of the alley", but if this sentence is put into the promotion of the website, it is just the opposite. Because the website wants to be visited by the user, in addition to directly inputting the website and various forms of online advertising links, the search engine is mainly used to rank.

The so-called "Foreign Affairs is not asking Google, Baidu is not asked about internal affairs", most of the Chinese Internet users are found through Baidu. If netizens are displaying your website in front of the search results when searching for keywords, the higher the ranking is, the more opportunities the front-line visitors are concerned about.

However, how many thousands of search results can your website rank first? The in-depth cooperation in Baidu area is one of the most efficient and effective ways to seize information resources.

Fulai case customer Kangzhi Pharmaceutical is a strategic forerunner in Baidu area promotion. When entering “Cangzhi Pharmaceutical” in Baidu search engine, its Baidu area appears at the top of the home page and appears in front of consumers. Replacing the static display of the official website of the text chain, and replacing it with the official website of Kangzhi Pharmaceutical, which contains informative information and graphic illustrations. There are both corporate profiles, corporate news, and a full range of product images. At the same time, the two are on the right side of the screen. The advertisements of the star products, Lai Lin and Jin Lishuang, appeared alternately to provide consumers with a more intuitive, more vivid and visually influential user experience.

For pharmaceutical brands, the significance of the brand area lies in the following three points:

1. Brand information moves forward: In this form of bidding ranking, it is often difficult to express information completely, and consumers need to click once to enter the advertiser's website before they can complete the information transfer process. Can imagine that from the search to click this step, there must be a loss of customers. The brand area effectively achieved information advancement through mini official website + star product area advertisements, avoided the loss of this part, and enabled the information to fully cover the target population.

2. Enhancing trust: The brand area provides advertisers with a prominent image in front of consumers.

3. Crisis Public Relations: When the negative aspects of a company become a social hot spot, there must be a large number of Internet users searching for relevant information through search engines. Through the brand area, companies can deliver real information to consumers in a timely manner.

Mode 3: Video patches, making traditional advertisements “sticky”

CCTV and local TV advertising prices have soared year after year. If it is to create a pharmaceutical brand with a sales volume of 100 million yuan, there will be no investment in film and television advertisements of 250 million yuan, and it is almost impossible to join the 1 billion club.

However, even with such ample amount of film and television advertising ammunition support, it does not necessarily achieve the desired effect, because the remote control is in the hands of consumers, when the advertisers get thousands of people's costs, hair reviews, etc. How do you determine the validity of these data? How do you know what time is the viewer's "urine" time, and how can you determine whether consumers have to avoid switching to the next channel when playing their own brand advertisements?

The humanization of the network video patch turned out to ease the delivery of traditional film and television advertising. Many video site users can select the pre-roll ad to watch the video according to their preferences. This "user-selected advertising" model of innovative communication not only achieves the complement of traditional television advertising distribution, but also makes video users more comfortable with advertising, and the brand's viscosity has been fully enhanced. 80% of users said: "This type of advertising is very fun, I am very interested in watching." "I am not advertising, but can choose to advertise independently, this feeling very good."

Amended Pharmaceuticals launched its new product, Weidaning, in 2011 and hoped to grab as much as possible the market share of Sanjiu Piyanping. How can such a drug be accepted by the user without leaving any traces, how to tie up product advertisements, and potentially affect users, so as to achieve the ultimate goal of increasing the visibility of Weidaning's products, increasing the influence of correcting the brand, and robbing market share?

Wei Ding Ning finally chose to start strategic cooperation with PPTV, and for the first time, it tried to launch the Internet long-term video media. Its main strategy is to rely on family emotions to broadcast television and TV dramas as the main content of dissemination, carrying modified Weidaning advertising, to attract the attention of target users, potentially guiding users to choose the corrective drug preferences.

PPTV, on the other hand, leverages the advantages of the industry’s most genuine film and television drama resources, and assembles current drama dramas such as “Home Cooking”, “Yu Guan Yin” and “If You Are the One” to assemble the “Modified Theater”. In-depth transmission of the "home culture" connotation, indirect emphasis on the product at the same time, quickly improve the brand's reputation. It is reported that this strategic cooperation brings a total exposure of 1.7 billion times to the brand of Dynaining, and the user clicks nearly 2.8 million times. The CPC is only ¥0.36.

Mode 4: Network incidents allow the eyeball economy to "play"

Network incidents have become commonplace in today's Internet communications environment. However, it is extremely difficult to grasp the heat. Many companies believe that doing event marketing is a hype and creating hot topics for public discussion. However, the hot events created by many companies have been very successful. Everyone has paid close attention to discussing the incident and the brand has not been revealed. It can be said that the incident was successful, but there was no marketing, there was no way to upgrade the brand, and we had to say that it was a failure in this respect. There must be something inside and outside to do network events. It is neither vulgar nor enough for users to appetite, so that the eyeball economy can play together to truly achieve brand breakthroughs.

Hao Hong drug owners to fight products - Kang Wang drug lotion, more than 95% of the distribution rate, mature sales team, industry stealth champion. Holding high the banner of "drug anti-dandruff", and wanting to compete with Haifeisi, Chingyang and other non-drug anti-dandruff products, they have to face the embarrassing situation of high-altitude shock absorbers such as Hafei Silk and Qingyang. How to break through and break the deadlock?

Fu Lai believes that the spread of CCTV is the basis for confrontation between Kang Wang and Hai Fei Si and Ching Yang and other non-drug dandruff products, and it is a strategic choice Kang Wang must stick to. The network incident is the best strategic path to break the deadlock. A sharp and unique online topical idea will multiply the eyeball effect geometrically and achieve a multiplier effect.

As a result, a “pharmaceutical acquisition of dandruff” network incident emerged as a creative tip-off point with a pharmacy advertising campaign to guide the audience's attention and media attention to the “drugs dandruff” transition, the depth of drug anti-dandruff Education, the successful implementation of Kang Wangfa lotion and non-drug anti-dandruff shampoo market segmentation, established Kang Wangfa lotion "drug anti-dandruff, is Kangwang" king position.

During the one-week coverage of the topic, Baidu's search links reached 102,000, sohu videos were reprinted, and Anhui Satellite TV and Jiangxi TV news programs made special reports one after another. They were called by the netizens as "the history of the most cattle acquisition."

Conclusion

Regardless of whether pharmaceutical companies are willing to admit that in the face of Internet communications such as tsunami-like forces, their awakening of network communication awareness is far from enough. In the next 3-5 years, it will be the last moment for the Chinese pharmaceutical industry to reshuffle, and it will be the last chance for China's pharmaceutical companies to stay. Any strategic medical tycoon who intends to enter the one billion yuan club will have the strategic choice to start an online communications war. It becomes urgent.

Let us blow up the offensive horns of the success game!