Health care marketing plan (a)
Integration of resources, make full use of the local news media as well as health care dealers everywhere, through the city's communities of residents of the point of sale with the situation to implement the project integrated marketing program.
The preliminary proposed sales program is as follows:
First, volume sales. It is also a variation of bundled sales. The most direct, the most simple at the same time is also the most able to let customers directly see the benefit of the sales strategy. The most commonly used method is "buy N get one free". Specific ratios vary depending on the different agricultural products and services, while the method is so simple, not much explanation here.
Second, the secondary consumer goods on sale. For different target groups to take the strategy is also different. Throughout the Angie yeast health care products target group is also mainly focused on children and the elderly in the two major consumer groups. Therefore, we can formulate such a merchandising program. Children: Fun and activity is the nature of children, and children's curiosity is also the strongest. Therefore, we can adopt the secondary consumer goods for the target group - mainly toys for children only (entertainment toys and educational toys). As for the elderly, subscribe to a health newspaper or give a free product.
Strategy points to:
1, children to take the parents subscription system, real-name registration. Each family in a certain period of time (for example, a quarter or half a year) to buy products to reach how much will oh this consumption amount reaches how much, the company will give children the corresponding proportion of toys (of course, toys grade can not be too low, otherwise enough to children's attraction, but also can not arouse the interest of parents. In the real name registration before the need to explain beforehand, otherwise it is easy to cause parental views and resentment, that is the biggest failure of this plan).
2, the elderly to take health care strategy. Consumption in the N (according to the situation to determine the value of N) within the range of yuan or buy products in the N (according to the situation to determine the value of N) within the set, the customer will get the company to turn to the elderly to design a customized elderly health to the guide. Or give the equivalent value of the circulation of the market issue of health newspapers or magazines.
Third, soft marketing. Choose Chengdu's advantageous media (especially and health preferably with children and the elderly related to health newspapers or magazines), the production of a good leaflet sandwiched between them randomly sent. This is the most common way, but the effect is not the best. Another way is the formal soft marketing - writing soft articles about the health effects of Angel yeast and the benefits to the human body and other effects of the article, can be written in the capacity of health care professionals, can also be written in the capacity of marketing personnel, but it is best to be written in the capacity of the user ((customer) to write the manuscript, write his own) But it is better to write as a user ((customer)), writing about the benefits, or even the appropriate "harms", of taking the yeast. Because this is a "patient" of the real feelings, can immediately close the distance between the company's products and customers, so that customers feel the new Angie's yeast "humanistic" ideas, all for the sake of the customer's philosophy.
Fourth, Yiwen promotion. In Chengdu (or nationwide) the circulation of large and popular health, diet, medical newspapers and magazines published articles on the health effects of yeast on the human body, or the patient's letter of thanks to Angie's yeast. It is best to use the real name system after obtaining the consent of customers, which is conducive to dispel the doubts of potential customers, eliminate the diaphragm, and obtain the trust and recognition of consumers in a short period of time.
Fifth, expert testimony. Invite Chengdu's famous dietary health, medical health experts or scholars to come forward to speak for Angie's yeast, not to be unanimous in saying that the benefits of Angie's yeast, but also to speak of its shortcomings - of course, for people these so-called shortcomings are not in the shortcomings, but also the advantages of Angie's yeast over other products of the same type. For example, because Angie's yeast is not willing to let customers spend more money, to take the direct sales method to eliminate the price difference between the middleman, so that is in the spirit of all for the sake of the customer's purpose. Or we because of the small investment in manpower, so in the early stage of the time can be paved with a certain amount of sales merchants to do this is mainly to let people know as soon as possible Angie's yeast, can also be said to be as soon as possible in order to seize a certain market share in Chengdu.
Sixth, the free use of equipment. As far as I know, at present, Chengdu City, Angie's yeast distribution office of the human body trace elements checking instrument has at least 5 units. We can work on these 5 instruments to do articles, so that the 5 machines will play a role to do great. Select the most popular neighborhoods or schools in Chengdu with the highest concentration of children or elderly people. Contact the local property management center and ask for cooperation. Give away a free machine to the local property management center and put the word out - free medical checkups for all `customers' 24 hours a day, 7 days a week. On the day of giving away the equipment, we must invite the widest range of news media in Chengdu to publicize the event. Because this activity is the first of its kind in Chengdu, almost all the news media will be interested in it; because it is also good for the property management of the local community - such a property management company is always thinking of the residents and is trustworthy; and it is a greater publicity for Angie's Yeast - it will let Angie's yeast company to be more reliable. It is also a greater publicity for Angel Yeast - saving Angel Yeast the cost of advertising in the media. While the property management company cooperates with the residents, it should also remind them to keep the equipment safe, and the property management staff should allow the company to put up a certain amount of Angel Yeast promotional posters at the right time and in the right place while providing convenience to the residents. A certain number of leaflets should be hung in the room specially prepared for the inspection of equipment - the main content of the leaflets is the harmful effects of micronutrient deficiency in children or the elderly, as well as the prevention and treatment methods or ways - anyone who understands can see or figure out that there is a need for Angel's yeast to be present in the room. Must have the benefits of Angie's yeast introduced ah. No more.
Seven, policy marketing. Seize the state issued any policy related to children's lack of micronutrients to do articles. Go to the community and school to find the relevant person in charge to talk about cooperation. Can provide publicity board sponsorship in the community or school. For children, use comics or cartoon characters, and then equipped with a small amount of text to give instructions on the line. Do not picture too little and too many words, highlight the key points on the line. Otherwise recognize the word less children will not be interested in losing the role, the effect is not great. The biggest and most direct benefit of this marketing program is that you can directly enter the product marketing schools and other places that were previously difficult to enter the boundaries of the range. In the name of "sponsorship" to do than you get money to buy a place to do a more acceptable advertising - with a sincere for the public to do things for the public to do things for the public's sake of the heart than you give a gift to someone's way more acceptable.
Eight, dark marketing, can also be said to be the negative crisis method. In fact, this method is strictly speaking, is not considered marketing. Because it may bring some danger. The focus is to cultivate some loyal customers in the early stage, and the scope of activities of these loyal customers should cover the product or service can be extended to the scope. Take Angie's yeast as a product, his main customers, that is, the target group is children and the elderly, so the first thing to do is to cultivate a certain number of loyal children (here more accurately should be children's parents) and the elderly. Specific marketing strategy is to let these customers in the public **** place "accidentally" Angie's yeast products and services, such as "leakage", so that people in the hearing, inquiring about the inquiry, and then interest, curiosity, and then to Angie's yeast for Attention and understanding, and then begin to produce a desire to buy consumption and take consumer action. It is important to know that word-of-mouth is the best way to establish a product or a service, and it is more effective than using money to advertise. The benefits of using overwhelming human advertisements are true, but they are time-phased, and once the advertisements stop, then sales will drop. But rely on word of mouth to marketing is not, in people's minds or subconsciously completely accept a product and service, will produce lasting results.
Nine, motivational marketing. This method also carries a certain "danger". Because it is relying on the seller's aggressive purchase of the psychology of probing to carry out sales strategy, is a "TO". In the early stage, choose a few reputation number coverage of the sales business, to carry out a comprehensive store. A week later or depending on the situation, arrange a certain "informant (their own people or randomly grabbed child)", the strategy crowd is divided into two kinds - one is the general population, the other is the boss manager level of the crowd. Both go to the distributors who have been stocked in the early stage to buy Angie's Yeast products. Before they leave, they tell the dealer that they plan to buy the products here, and they hope that the dealer will purchase a lot more Angie's yeast products in the shortest possible time, so that they don't have to go to a faraway place or an online store to buy them. The general population can not deposit, but the boss manager level people need to pay a little so-called purchase money, show their sincerity, but also explain the application of Angie's yeast and other benefits, the trust of the dealer's boss. So that the dealer will naturally be very attentive and care, and recognize that distribution of this product is profitable. Second, the distribution staff at the headquarters in Chengdu, while receiving the dealer's ordering calls, but to show signs of busy, shortage of goods, so that dealers are more convinced that Angie's yeast sales are good, sales will not be a problem. It will stimulate dealers to further expand the small hand channels and scope, which will help to help Angie's yeast to penetrate the market in Chengdu.
X. Time promotion method. Let time speak, so that people feel the sense of urgency of Angie's yeast promotion in front of the ever-changing time figures. This way is suitable for a short period of time in a wide range of promotional use. Put up a slogan - "10% off on the first day" "20% off on the second day" "30% off on the third day" "60% off on the fourth day" "50% off on the first five days" "45% off on the sixth day". There should not be too many people to buy, but the consultation should be a lot of people, the first 3 days is mainly for publicity, the second late in the second, especially the 5th, 6th day is the peak sales period. Because after a few days of bombing publicity in the early days, people have already begun to be sensitive to Angel yeast, and will pay attention to the situation of Angel yeast consciously or unconsciously. On the 5th and 6th day people have begun to accept Angie's yeast at the same time affected by the price (sales discount) - I don't deny that I am also a person who loves to take advantage of small bargains, not only me, but more Chinese people as well as people in the world are like this, all have the habit of taking advantage of small bargains. Start buying products like crazy.
Because of the time relationship, here even said that each sales strategy and marketing methods are not detailed to understand, but currently can think of and can be applied in the actual marketing strategy is almost this ten, of course, there are some you have been in the actual use, the effect should still be good. One thing to point out is that marketing methods are not duplicated, many of the above methods and strategies can be synchronized, there is no conflict, and if mastered properly, the cross-application of the effect will be greater than the implementation of a single strategy to achieve results.
Health care marketing plan (2)
1, planning background:
Macro-environment:
Health food function of low trust: the current low standard of health care products, especially some of the health care products based on traditional Chinese medicine as raw materials standard is too coarse, unscientific, relatively loose approval, resulting in industry The threshold of entry is too low. The low threshold and high profits have led to the influx of a large number of non-professional enterprises. Secondly, the management of the health care products review system is not perfect, resulting in companies do not have a rigorous production quality control system, do not pay attention to product research and development, quality control and product quality assurance, but only focus on advertising and marketing strategy, resulting in advertising and product quality disconnect, market confusion, consumer trust and loyalty to health care products is not high.
Patients in the experience of countless painful fooled, most have developed a pair of "eyes of fire", let you talk to yourself, I since the towering immovable. As a direct result, many pharmaceutical operators feel that newspapers, television, radio and various media are not good enough, in fact, today's difficult marketing environment, to a large extent, by the pharmaceutical people themselves, excessive commitment, vicious competition and other means of violation caused by the crisis of confidence should be resolved by all the health care marketing planning focus.
Internal resources:
A, small and medium-sized enterprises produce food with special therapeutic effects.
B. No sales network and distribution channels.
2, product market analysis:
At present, China's health care market to form a "three worlds" situation, these three types of products are: based on the theory of traditional Chinese medicine, traditional Chinese medicine as raw materials for the product; based on the theory of nutrition, all kinds of nutrients as the resources of the nutritional supplements; bioengineering as the theoretical basis, through the transformation of raw materials to generate a new product. Theoretical basis, through the transformation of raw materials to generate products.
China's traditional Chinese medicine culture of therapeutic diet and health, its influence on the mainland people is very far-reaching, and by this cultivation, people have developed a preconceived buying habits
The theoretical system of traditional Chinese medicine, for example, although it may seem complicated, in fact, it can be summarized in three words - through, row, fill, repair.
Through: The vast majority of people have heard and agree with the Chinese medicine "through is not pain, pain is not pass". The so-called "through" means that the qi, blood and fluid run smoothly, if the local lesions will block the qi and blood run, the formation of stasis, showing the symptoms of pain, to achieve the "through" is not pain, we must eliminate stasis, so that the qi and blood run smoothly. The use of the "through" theory for the concept of the carrier of the WANTON tendon stickers, Ru Ting breast Ning, etc., have been successful.
Row: Many people see this word can be associated with "discharge toxins, all easy." Visible Panglong Yunhai concept speculation how classic, a sentence to the heart. Also take this wind to rocket up the "Bi Sheng Yuan" often run tea, and detoxification capsules have the same wonder.
Supplement: men need to make up, because they are prone to kidney deficiency; women need to make up, because of the special physiological structure of their gas and blood two deficiencies; the elderly need to make up for the need for a variety of nutrients; the child to make up for the long body calcium, iron, zinc, selenium and vitamins which is less? So, Huiren, Dong'a, Jiante each earned a lot of money.
修：修是治疗范畴的概念，需要修的人已经达到了重病的状态，结合 "平衡 "产品的特殊疗效，在讲解通排的概念基础，需要突出 "修"。
With the development of the times earthlings will eventually unify to the theory of yin and yang balance and the five elements of the birth of grams and system, so the products based on the theoretical system of traditional Chinese medicine will be the first choice of all health food.
3 Marketing Programs:
Dual-track conference marketing, stationed tracking guidance
A, multi-level academic conference investment
B, single-level conference direct marketing.
C, marketing to service transformation, highlighting personalized service.
The victory of the modern business war is not how much of the market you occupy, but how many consumers you occupy the heart.
D, profit distribution
Reasonable and effective profit distribution is the driver of all sales models. [Details omitted]
E. Advertising slogan concept setting: The advertising slogan of this product should be set within the concept of "balance, nature".
The above is only a generalized program, in the implementation of the details of the program to be introduced later.