Material support is the most basic, the most basic market support work, sales staff to promote products, introduce products, investment promotion, terminal promotions, sales meetings, academic training, customer appreciation, recruitment, display exhibitions, and other activities, the need for materials to complete the activities with.
According to sales channels, OTC material support generally need product leaflets, promotional activities leaflets, POP posters, store display boxes, explosion stickers, low-value promotional products, member points promotional products, buy gifts in kind, easy to pull the treasure, the cashier desk card, the store banner, store light box, humanoid signage, triggering the doorbell, the training PPT, the store consulting desk, health checker (such as blood pressure), etc.. (e.g. blood pressure meter), etc. These materials are aimed at the general pharmacy consumer groups, so the design and selection to be popular, practical, the content should be simple and clear, to be attractive, affinity. If it is a promotional material should be a sentence to explain what disease can be cured, what effect, what activities, consumers can get what, if it is a promotional product is to be a practical family or personal utility items.
Clinical material support generally requires product clinical folders, professional PPT, a set of projection equipment, high-value exquisite gifts. Product clinical folders is a product of professional manuals, the content of the main five points a source (research institutes, pharmacopoeia, landmarks ascending national standard, historical antiquity, inventors, etc.), instructions, pharmacology and toxicology, clinical application, expert **** knowledge, patient word of mouth, which the source of the louder the better, the better the inventor is more famous the better, it must be famous, to give a person the feeling of innate beauty. Clinical application is a doctor in the professional academic journals published in the clinical application of the paper, because modern medicine is concerned about evidence-based medicine, meaning "follow the evidence of medicine", also known as empirical medicine, the core idea is that medical decision-making (i.e., the treatment of the patient, the treatment guidelines and the development of medical policy, etc.) should be made on the basis of the best available clinical research, but also pay attention to the combination of personal clinical experience. Therefore, the more authoritative and numerous the clinical papers, the better. The higher the laboratory level of pharmacology and toxicology, the better; the clearer the pharmacology, the better; the lower the toxicology, the better. Drugs are special commodities, safety first and efficacy first in clinical application, doctors always like to use drugs whose clinical application has been very mature, preferably drugs applied in clinical pathway, followed by drugs recommended by evidence-based medical evidence and guidance on drug use guidelines. Of course, there is also the invitation to specialists and doctors to focus on the academic conference, which also requires the support of the material, which is unified to the academic support of a detailed description.
The third terminal material support between OTC and clinical, both academic and terminal needs to consider, is a combination of the two. The third terminal operators are generally at the grassroots level, such as small chains and monolithic pharmacies and clinics, or the integration of pharmacies and clinics, which this medical unit is mostly in the county townships, pharmaceutical companies generally take the centralized training and prize procurement activities, so the third terminal materials in the form of multiple, high-value, more practical, and to be attractive to the operators, such as household appliances.
Material support does not only refer to the sales channel materials, there are also the same species in order to adapt to different sales channels and regional design of different packaging. OTC channel packaging design should take into account the degree of consumer recognition, the theme should be prominent, so that consumers at first glance to understand what diseases apply to, the use of color to have to pay attention to, give a person a sense of comfort, the package as a whole should be unique, easy to display. Clinical channel packaging should be simple, drug name (generic name) should be obvious, the brand should be prominent, easy for doctors to remember.
The product packaging design itself is the market sales work "product" an important market support one of the work. According to different product functions and market positioning, corporate culture, brand connotation and other factors to design a unique, distinctive packaging, help market sales work. Product packaging is an important part of the product selling phase, selling point, selling method.