Self-media matrix, pharmacy publicity "megaphone

Establishing a self-media matrix can reach the target group in a multi-dimensional, wide-coverage, multi-faceted, high-frequency way, realizing the goal of chain drugstore brand promotion and product sales. With the advent of the Internet of Everything era, platform interoperability, public and private platform operation is increasingly close, "public domain to do scale, private domain to do profit" "public-private integrated operation" has been more and more enterprises in practice. In the context of everyone being a self media, linking various nodes, creating and sharing content, as well as media diversification and fragmentation, the self media matrix based on private and public traffic platforms is gradually being emphasized by enterprises. Build a self-media matrix, the road to the development of the pharmacy What is a self-media matrix? Refers to the enterprise according to the publicity needs of a number of media platforms to form a media matrix, through the synergistic effect of the media to amplify the publicity effect, covering as many customers as possible, to achieve better brand communication and maximize the conversion of traffic. The purpose of building a self-media matrix Dingtang Express Medicine relevant person in charge said, along with the development of the medical industry, belonging to the consumer's sovereignty era is approaching, the underlying logic of the pharmaceutical enterprises have also changed, how to attract users, retain the user has become a problem that enterprises need to think about. The specificity of the pharmaceutical industry determines the most sensitive users of pharmaceutical services when the level of specialized services and response speed, which can not be achieved by virtue of conventional marketing means. What goals are expected to be realized by the self-media matrix? Different enterprises have different thinking and ways. Pu Yanyan, Marketing Director of Qingdao Spring Star Pharmacy Medicine Chain Co., Ltd, pointed out that pharmacies want to get more private traffic, broaden sales channels, increase brand exposure, and build a self-media matrix is a general trend, which is also in line with the current environment. Baixiu Pharmacy has always been concerned about the attribute of "beauty", and has always been committed to becoming the "girlfriend or best friend" of every beauty lover, and builds a self-media matrix in the hope of conveying more of the enterprise's brand concept and brand image, and more in-depth contact with and service to every customer and fan, and letting every customer and fan have a better chance of success. The purpose of building a self-media matrix is to convey the company's brand concept and brand image, to reach and serve every customer and fan more y, and to allow every user to find Baixiu on the online social channels. The reasons for building a self-media matrix are summarized as follows: to better serve the members; to expand the influence of the enterprise and increase the number of brand exposures; and to jointly promote the self-media on multiple platforms to form a matrix, create value and share value. Self-media matrix with different characteristics Currently, the self-media matrix of chain drugstores generally includes public numbers, small programs, enterprise WeChat, microblogs, short video numbers (video numbers/shaking voice/quick hands, etc.), as well as portal media open platforms. And with the rapid development of new media, a variety of content and forms of new media platforms are emerging, constantly supplementing the self-media platform camp. Meanwhile, different enterprises match different types of self media matrix according to different needs. Dingdang Express Medicine has established a 7×24-hour, online and offline integrated self-media matrix to realize all-time, all-area, all-scene marketing and services. "Based on the offline Dingdang Smart Pharmacy and the online platform, and relying on digital technology, Dingdang Express Medicine has established a self-media matrix including the Dingdang Smart Pharmacy multi-functional smart screen, Dingdang Express Medicine App, Alipay, Baidu, Jittery and other platforms' apps, as well as the official WeChat, microblogs, video numbers, and Jittery numbers of Dingdang Express Medicine. And with the matrix as a carrier, through the realization of online and offline comprehensive user reach, digital precision marketing, as well as multi-scene 28-minute delivery of medicine to the home service, to win the market." Dingdang Express Pharmaceuticals relevant person in charge said. According to Ma Li, CEO of Baixiu Pharmacy, Baixiu has now opened self-media accounts as well as online stores on Weibo, Xiaohongshu, Shutter, Shake, B Station and other mainstream graphic and long/short video channels. "We have been following the user habits to constantly improve the matrix. Initially, we laid out a number of satellite sub-accounts with Weibo as the main position, and launched the long video (B station) and short video (Jitter) platforms with high user viscosity, and then utilized the WeChat public number to publicize the brand concept and brand tone and consolidate user loyalty, and output the definition of Baixiu on beauty and show the lifestle of every beauty lover, and then, with the rising influence of the grass-planting platform (Xiaohongshu) on users' consumption decisions, we opened our own media accounts and online stores. After that, with the rising influence of the grass-raising platform (Xiaohongshu) on users' consumption decisions, it gradually shifted its focus to Xiaohongshu, and expecting to cover more people in the area of short videos, it stationed itself on Shutterbugs and opened the first Shutterbugs store, which is a contact lens store. In the future, Baixiu will still continue to pay attention to the user and fan habits, as much as possible through a variety of forms to meet with you." Ma Li said. The unsolved difficulties are first of all the unclear positioning of the self media platform, the difficulty of increasing the number of fans, and the difficulty of realizing the traffic. Take the service number or subscription number of the WeChat public number as an example, although many enterprises have been operating for a long time, the above problems are still unresolved, how to fine-tune the operation of the user, how to improve the marketing conversion rate, the need for continuous exploration. Secondly, it is difficult to recruit, train and organize the operation team. As a pioneer in the self-media industry, full-time self-media platforms are facing the problem of talent recruitment, not to mention the lagging development of the pharmaceutical industry self-media. After the preliminary exploration, some enterprises have already formed a preliminary self-media organizational structure that meets their own needs: the old people's pharmacy has set up a new media team, which is headed by a full-time staff member; Baixiu Pharmacy's self-media matrix includes account operation, copywriting/photography content assistant, media supervisor, media commissioner, advertisement placement group, and live broadcasting group, which are cooperating with each other, **** the same outputs and accumulation of materials, and then through the Official channels, while recycling interactive data and effect feedback, so as to do a review and continue to optimize the follow-up work; Spring Star's self-media staff composition includes e-commerce, marketing, industry chain and other related departments, and formed a "picking - product selection - marketing - publicity - self-media live - cash" standard operating procedures. Third, there is a high risk of violation. Advertising law on the pharmaceutical industry, strict requirements, more restrictions on the drugstore advertising violation of the risk is relatively high, the need to carefully control the use of the platform rules and content release. In response to this problem, companies in the industry have also explored different solutions: Spring Star requires store managers and shopkeepers to provide copy in the WeChat circle of friends and public number released by the company. Zhang Zhongjing Pharmacy service number released science articles require reference sources, and developed a professional physician review mechanism. Baixiu Pharmacy is very cautious in opening accounts and outputting content because its products have the attributes of medical devices and medicines, avoiding the use of extreme words, attaching relevant compliance certificates and Guangxue certificate numbers, and strictly checking the professionalism, accuracy and compliance of the content based on many years of deep cultivation in the industry. Old People's Pharmacy has formed a standard SOP process, from content production, auditing to external release, the whole process is strictly controlled in order to avoid risks. Strengthening relevant training for the team on a daily basis in order to prevent and prevent problems. Accurately grasp the roles and positioning of different media platforms The characteristics and user attributes of each self-media platform are different, so the content and forms preferred by users will also be different. Pharmacy chains should accurately position different self-media according to the characteristics of each new media, and then determine the direction of the released content, or depth, value, temperature, or fun. Through the precise grasp of the content that users like to see and are willing to spread, scientific deployment is carried out so as to find vertical users and realize efficient reach. Taking user attributes as an example, Jitterbug and Shutterbug platforms have a high degree of user activity, and thus enterprises doing brand promotion and merchandising through the platforms are equally active; according to the data released by QuestMobile, the information platform Today's Headlines has 120 million daily users, with a per capita single-day usage frequency of 12 times, topping the list of comprehensive information platforms, and the proportion of 19-35 year olds is nearly 70%, with a higher proportion of males. B-station is the media that users prefer to stay in Z era, with 78% of users aged between 18-35 years old on average; according to the data published in the 2020 Weibo User Development Report, there are 220 million daily active users on Weibo, with a younger user group, about 80% of which are post-90s-00s, and the majority of which are female users; and WeChat's public number and video number are more conducive to users' long-term preservation, sharing and viewing. Long-term preservation, sharing and re-watching, according to the data announced in the 2021 WeChat open class, there are 360 million users on the WeChat platform every day, the traffic is huge. After the pharmacy masters the characteristics of each media platform, it can develop a scientific deployment strategy. In the form of self-media creation, there can be both graphic (long article, short newsletter, etc.), audio, gallery, and video (long video, short video), which can be widely experimented with according to the consumer's preferences; different platforms are suitable for the release of different content, and it is necessary to choose a platform that is suitable for the enterprise's content. For example, the same as social media, Sina microblogging and WeChat public number are not the same, and the former is suitable for short newsletters, statement-type content, and has a The former is suitable for short messages and statements, and has a distinctive media attribute, while the latter tends to have more in-depth content. The primary and secondary platforms of the media matrix are different for each industry due to the importance they place on different media platforms. Some enterprises' self-media matrix is mainly based on short-video platforms (Jittery, Shutterbug), supplemented by long-video platforms (B Station), social media (Weibo, Public) and graphic media (Headline, Baike); while some enterprises are mainly based on WeChat Public, supplemented by Zhihu, Douban, Pengpai News, Tencent News, Headline, Weibo, and so on. In the pharmaceutical retail industry, as members prefer to obtain content related to their own health, pharmacy chains mostly position their public numbers as health service platforms, outputting health science content and providing related information and consulting/health management services. Chain pharmacies differ in their positioning and emphasis on each platform: Spring Star uses WeChat as a traffic pool for publicity and precise empowerment; small programs are used as online portals for enterprises, as sales channels and for brand display; platforms such as Jitterbug are only used for publicity of company activities and corporate culture. Baixiu Pharmacy uses microblogging as the main position for event marketing, and constantly sucks in fans to increase awareness; public number is responsible for outputting brand concepts, introducing new products, maintaining member loyalty, increasing fans through fission sharing after outputting content, and channeling them to the community to ultimately realize cash; Xiaohongshu mainly outputs content in the form of planting grass and popular science to gain users' mind and dig more good products to users; and jittery voice is Through the output of product selling points, express the price advantage to directly realize cash; fast hand through the anchor constantly digging new users, infusion to the store to promote the purchase. The People's Pharmacy has also built a matrix of accounts in the short video field. The Jitterbug account "Lao People's Pharmacy" is the only official account of a listed company in the pharmaceutical retail industry that resides on Jitterbug. In addition to the brand's official blue V, the People's Pharmacy has opened different segmented content accounts according to the different attributes of different users. For example, the video number has "Sister Wang's Health Care Talk", a health care expert favored by middle-aged and old-aged groups, "100 Questions for the People", a group of professional pharmacists, and "Xiao Xin", a medication detective that attracts young people to Shake Voice. The "Xiao Xin" is a famous medication detective that attracts young people. Each account has a clear positioning, complementing and supplementing each other, creating practical and interesting quality content, and spreading health and wellness knowledge in a joyful manner. The public number focuses on knowledge popularization, member-user operation and management, and brand promotion. At present, through the deep integration with the stores, the service number of "Lao People's Pharmacy" has grown to be the No. 1 number in the industry, and the number of users has reached ten million. According to Sun Yufei, assistant general manager of Jilin Pharmacy in charge of the new retail sector, the previous store manager independently established by the store's palm cabinet number, the effect is very good in terms of service and sales, and has been comprehensively promoted within the company; the future will focus on the development of the public number, the need to continue to improve the quality of the original content, enhance the readability of the content, which will increase the number of browsing, click-through rate, readings based on Tencent's ecosystem, the enterprise video No. is setting up a team to try to create enterprise IP, thus increasing the publicity of the enterprise; Jitter tone, fast hand short video public domain platform, due to the more restrictive rules, can be used for knowledge dissemination and the image of the enterprise, through the production of short stories or funny short videos related to the pharmacy, content dissemination. Hundreds of flowers bloom, pharmacy self-media matrix to make a big difference in the establishment of the value of self-media matrix is that it can be multi-dimensional, wide coverage, multi-form, high-frequency to reach the target group, to achieve the chain of drugstore enterprise brand publicity and product sales goals. In the specific marketing activities of chain drugstores, the established self-media matrix, so that the marketing effect of the enterprise is greatly enhanced. The Tanabata marketing campaign previously organized by the old people's pharmacy, with the advantage of the enterprise's self-media matrix, successfully created an explosive article with a reading volume of 100,000 + on WeChat public number, and synchronized the distribution of media platforms such as Jitterbug, video number, microblogging and other media platforms to spread the word through the social relations of different accounts, with a considerable amount of exposure across the network. Baixiu Pharmacy's self-media matrix covers more new media traffic platforms, and the combination of forms used in publicity is also more diversified. For example, the new product listing adopts "live + microblog + Xiaohongshu" full-line graphic & video matrix placement, the online business of the private domain resources are all exposed to obtain a large number of users; in store celebrations, double eleven and other online business activities such as the node, increase the cost of advertising to carry out multi-platform joint promotion, in order to maximize the effect. Tingdang Express Medicine, with its self-media matrix as a carrier, can not only reach consumers online and offline through multiple channels, but also standardize the output of "medical + pharmaceutical" health services, with doctors/pharmacists providing users with professional medication guidance, medication cycle reminders, contraindications, health science, etc.; for influenza, allergies, and other seasonal and cyclical conditions, Tingdang Express Medicine also provides a wide range of services, such as medical and health services, to meet the demand for health services. For seasonal and cyclical diseases such as influenza and allergies, Tinkerbell can also accurately provide users with disease prevention guidelines through its self-media matrix, forming a continuous and close interaction with users, promoting efficient user conversion and increasing user stickiness. 2021 Christmas, Tinkerbell, through the online and offline integration of its self-media matrix, linked together a fun H5 Christmas game, a Tinkerbell song and a unique cosplay event. Cosplay activities are linked together to successfully organize Tinkerbell's first Christmas Carnival: after the H5 game made sufficient preparation, Tinkerbell's "About Christmas" welfare program took over the baton, and the one-dollar spike and hot sale of goodies continued to build up popularity for Tinkerbell Carnival; at the same time, Tinkerbell's self-media platform launched the "Deer with a Heart" campaign. At the same time, Tinkerbell's self-media platform launched exclusive popular emoticons, such as "Deer Compare Hearts" and "Deer Watering"; and the official Jitterbug number took over the "Tinkerbell Christmas Carnival" topic challenge and other online activities. In addition to the online spread of the fire, the offline 16-city grand linkage. The stores were decorated in a Christmas-themed style, with Tinkerbell boys wearing antlers and red suits dressed as Santa Claus, sending surprises to customers who placed orders. At the same time, the Tinker Bell Christmas song "Tinker Bell Song" began to be widely sung, and a series of offline cosplay activities spread through the self-media matrix, forming a closed loop between online and offline, pushing the heat of the whole event to the peak. Through the online and offline integration of self-media matrix dissemination, to realize the two-way interaction between users, fans and the brand, the station self-media short array and off-site media resources in the same frequency **** vibration, omni-channel brand exposure of 150 million +. In addition, Dingdang Express and NetEase Youdao Dictionary jointly developed a co-branded version of Youdao Dictionary "Fenbidai", which centered on the pain point of parents coaching their children's homework, planned a series of short videos under different scenarios, and disseminated them through WeChat, Weibo, Shake Voice and other self-media channels, warmed up for the cross-border merchandise, and promoted it, realizing a total of 20w+ interaction and 20w+ interaction with Weibo, and a total of 1.5 billion brand exposures on Weibo. Interaction volume of 20w +, microblogging reading volume of 150 million +, microblogging index hit a new high in 90 days, ring growth of 216.55%, 4 microblogging tweets, total reading volume of 73w +, jittery voice playback volume of 1000W +. The creation of the pharmacy self-media short array is a systematic project that requires long-term persistence and some difficulties to overcome. Matrix operation is also a dynamic process of supplementation and elimination, enterprises need to adhere to the stable output of content on the basis of seizing the focus, to create a high-quality matrix, and then transformed into a private position, to maximize the excavation of its value.