The Internet era has arrived in an all-round way! In the overwhelming Internet era, people must talk on Weibo, WeChat, seek knowledge, Baidu, Sosou, shopping must Taobao, JD.com, which also announces the era of a new media communication marketing Hot! Internet marketing is close to perfection for FMCG, but it is relatively slow for the pharmaceutical industry. In the pharmaceutical industry, it can be said that online marketing seems to be in its infancy. Marketing awareness is rare. The Internet is a double-edged sword. If it is not done well, it will hurt the enterprise itself. The pharmaceutical industry's special, late start, many concerns, etc. cause many pharmaceutical companies to still have many prejudices or certain misunderstandings about online marketing. There are the following six aspects.
Myth 1: The timing of online advertising is not yet mature
They believe that for the pharmaceutical industry, there is currently no good marketing model that can be used for reference. Therefore, the timing of online marketing in the pharmaceutical industry is still immature. Let's talk about it when others have succeeded and the time is ripe.
However, according to research by authoritative institutions, as many as 80% of the audience who access the Internet and obtain information from it, 87% of netizens use Internet word-of-mouth as the most reliable source of information for understanding products and services. In the face of post-80s and 90s consumers who are more and more accustomed to querying information online, such data will only increase. If you want to achieve a communication effect, it is imperative to use new media for marketing with the times! In the future, the online marketing of pharmaceutical companies is destined to become more and more intense, and waiting means to put yourself in a passive danger!
Myth 2: Singles traditional media advertising, disdain for online marketing
They believe that the products are mainly TV advertisements, newspaper advertisements or radio advertisements, and of course there are some traditional outdoor advertisements, with soft text on the plane, network marketing is optional, and some online advertisements can be placed on the portal website.
Under the mentality of treating Internet marketing as "chicken ribs", we will not systematically and rigorously think about the planning and publishing of online advertisements, as well as the three-dimensional interactive communication and information interception of online platforms. , It's a pity to give up. " In this way, not only is the company's communication resources wasted, it also makes the company ignore the effects of online marketing and miss the opportunity!
Misunderstanding 3: prescription drugs cannot be advertised online
They believe that their products are prescription drugs and are not allowed to advertise, of course, Internet marketing communication has nothing to do with it.
Prescription drugs are not allowed to advertise in terms of legal attributes, but they must carry out planned communication activities based on product characteristics, target consumer consumption behavior and media habits. Such as Novo Nordisk Diabetes Information Network, Hypertension Prescription Drug Falda, Depression Drug Prozac, Selote, etc., its market attributes are similar to OTC-like "OTC-like" drugs, and the significance of online marketing communication will be more significant. Good network soft communication is of great significance and the effect of communication is also very obvious.
Myth # 4: Internet communication is to build a website and buy a few keywords
They believe that online marketing is all about making an enterprise website or a product website, uploading, and then spending a few keywords to buy everything.
This misunderstanding is that it disregards the content planning of the website, does not pay attention to copywriting sales force, website structure, creative design and keyword optimization. Designing the website only costs 10,000 yuan, but it costs hundreds of thousands of dollars to promote it. Efficiency is naturally low. At the same time, they do not understand in-depth, they will not integrate, do not make full use of the Internet's "network" advantage, there is no simultaneous network integration promotion, and there is no subsequent network information maintenance, and over time, the website has become an optional display.
Myth five: Mythical Weibo marketing, WeChat marketing
They believe that Weibo marketing and WeChat marketing have low cost, wide influence, and strong interaction. If you want to achieve successful online marketing, pharmaceuticals can focus on this.
It is undeniable that the interactivity of Weibo and WeChat marketing has extraordinary charm. However, relying only on Weibo and WeChat does not win the audience's conviction. News, soft articles, blogs, online entries, Q & A, website creation, etc. Marketing methods, however, can more fully display the information that the company wants to express, so as to attract the largest audience and achieve the effect of publicity.
Myth 6: Internet communication is to do e-commerce
They believe that online communication is just to build a flagship store in the Taobao system, and to sell through the Taobao system to expand sales.
It is undeniable that the ultimate goal of communication on any marketing level is to increase sales. However, if you equate online communication with e-commerce, companies do not know how many opportunities they will lose. Taobao system is suitable for the sale of some non-pharmaceutical products. For pharmaceuticals, because of the particularity, consumers will want to know more information, which requires companies to do some basic publicity work outside Taobao to facilitate the search of prospective customers Engine to find the right information. Lack of professional website brand communication, entry interaction, hype of news soft articles and other network three-dimensional communication, even if the establishment of e-commerce marketing model, because of the lack of brand communication driven, it will be useless.
If pharmaceutical companies want to achieve success in online marketing, they need both the dynamic pulse of the quasi-pharmaceutical market and the flexible use of deep Internet communication weapons. The process of crossing the river by touching stones is certainly not easy, but passive avoidance, what the pharmaceutical companies lose It will not only be an opportunity, but an era!
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