Different from mass consumer goods, health care products are functional foods, which are only suitable for specific people to eat, not people's daily necessities, which determines the market characteristics of health care products: it is necessary to educate consumers to create demand, trigger demand and open up markets; We must promote the market and finally occupy the market through long-term practical publicity and providing lasting and practical services to consumers. How to make consumers aware of potential demand, generate purchase interest, form purchase, recognize brand purchase and persuade other potential customers to buy? How to communicate effectively with consumers so that the above-mentioned purchase process can be realized smoothly? This requires a little wisdom, a little strategy and a little skill, which is planning. The emergence of planning directly led to the transformation of the market from sales to marketing. As the earliest industry using planning, China's medical and health care industry deserves to be the forerunner of China's marketing. Those brands that were once brilliant in the field of health care products, such as Sun Shen, Zhu San, Chinese soft-shelled turtle essence, Longfei and Red Heart K, all advocated planning first, and later melatonin and dilute nucleic acid took planning to the extreme, creating sales myths one after another. However, what fate has planning brought to health care products? From the mid-1980s to the present, health care products have experienced ups and downs for nearly 20 years. On the market stage, the planner interpreted the tragic story of the ups and downs of health care products and the end of heroes. From 50 billion sales to 20 billion sales, health care products have been caught in the crisis of integrity caused by excessive speculation several times, and they are in a dilemma, which can be called a disaster industry. On the other hand, in the past two decades, the planning industry has developed very vigorously. From the top ten planners selected by 1997 Guangxi Jintian magazine to the top ten planning experts in 2000 and 2002, the planning industry in China has gradually grown from the concept era to the case era, and a number of classic planning cases have emerged. Except Zhu Yutong, who won the title of Top Ten Planning Experts in 2000 because of Jin's planning, there are few planners of health care products. None of the above-mentioned corporate planners who created myths were selected. Faced with this reality, as the planners of health care products, we should reflect on why we can only plan a glory once but can't achieve eternal classics. Three myths and melatonin myths have been attracting countless critics to talk about, calling them marketing classics, but can they really be called classics? "Diamonds last forever, classics last forever" (to borrow a slogan). The so-called classics should last forever and stand the test of time. Coca-Cola has been circulated for one hundred years because of authentic American culture, but who will remember it in another twenty years? Is it the fault of planning? No, the attitude of the planner is biased. The so-called slant of the sword hurts health care industry's brand foundation and the reputation of the planner. Faced with the growing market demand for health care products and the emergence of the third generation of mature health care products, health care product planners should start from the right attitude, start again, really plan and recapture half of the country! The market needs leading brands, but the market never needs myths!
What is real planning?
First, take the demand of consumers as the center and starting point. Look at the problem from the perspective of consumers. The positioning direction, interest points, pricing and USP (unique sales proposition) of products should meet the needs and interests of consumers. We should seek answers to these questions from consumers instead of thinking behind closed doors. If you want to know what consumers are thinking and what benefits they need, the best way is to have face-to-face contact with consumers, in other words, to do in-depth and detailed market research and do it yourself, instead of relying unilaterally on the data of market research companies. Ye Maozhong said that planning is 80% with feet and 20% with brains, and planning is made with feet. This pragmatic style is an example for every planner. Knowing the needs of consumers, we will choose a point from our own products that can meet the interests of consumers to the greatest extent, and convey this information to consumers in an appropriate way, so that consumers can truly feel the truth of the efficacy. We don't need land, sea and air to bombard consumers with carpet advertisements to force them to accept our ideas, nor do we need mysterious hype. We just need to publicize the efficacy of our products realistically, tell consumers the mechanism of the products in plain language, and clearly tell consumers the benefits that using our products can bring to them. There is a rumor that Ogilvy, the advertising master, will read it to the old lady every time she writes a copy, and the old lady will adopt it if she understands it. This is exactly the same as the anecdote handed down by Bai Juyi, an ancient poet in China, which once again proves that the classics will be handed down forever. Only such things can win the recognition and trust of consumers.
Two, to provide consumers with real pre-sale, sale and after-sales services. This is a job that requires sincerity, confidence and patience. People who need to do this work have this "three hearts", such as pre-sale popular science health knowledge education, product explanation, taking guidance and symptom explanation during sale, after-sale follow-up records, and organization of various activities. Only by being sincere can we gain the trust of consumers, have confidence in our products, be recognized by consumers, and be patient enough to get a satisfactory evaluation from consumers. And winning consumers wins the market. From selling products to selling services, it is a major turning point in the marketing strategy of health care products, which means that health care industry has gradually stepped out of the impetuous mentality and turned to doing basic work in a down-to-earth manner, which is undoubtedly the hope of health care products. In fact, there have long been such health care products enterprises in history, such as Shanghai Jiaotong University Angli and Shenzhen Taitai Pharmaceutical, all of which are such models. Only by gradually basing ourselves on the regional markets of Shanghai and Jiangsu, taking mountains as the king, adopting the marketing method of popularizing popular science knowledge to make products in a down-to-earth manner, grasping the terminal, not advertising and bombing, and not promoting; Taitai oral liquid has long focused on women's health care. Both of them have made remarkable achievements in their respective fields. Their cycle has exceeded ten years, and they were listed on the Shanghai Stock Exchange on 200 1, becoming evergreen trees in health care industry. In recent years, a new marketing method "conference marketing" has shown great vitality. Many health products companies, such as Zhuhai Tiannian, Zhongmai Justin and some nucleic acid products, basically do not advertise for middle-aged and elderly people. They adopt the way of exclusive store+activity marketing, provide meticulous and thoughtful service for consumers by establishing consumer data, master and have a large number of loyal buyers, and process information in a timely and effective manner. The essence of conference marketing is a kind of service marketing, which fully embodies the charm of service and becomes a marketing weapon for health care products enterprises. This can not help but make people happy. Health care product planning is stepping out of the trap behind glitz and moving towards a bright future!
Third, we are actually making a brand. Brand is a fashionable topic at present, but it makes many enterprises want to say that because brand building is really a long-term and hidden process, enterprises often don't know how to grasp it because they can't see the immediate benefits. Brand seems to be particularly important for health care industry with a short life cycle, which is related to the life and death of health care products. A health care product without a brand is doomed to be short-lived, and a single product is not enough to support a brand. The launch of multiple product brands depends on the good brand of the enterprise. In the reality that many domestic health care products enterprises are still struggling for survival, it takes a long time to become a brand, which must be when the enterprises develop to a certain scale. Only when we have enough expenses to invest in corporate image building, product research and development, increase the scientific and technological content of products, and synchronize product brands with corporate brands can we become brands. When these problems are not solved, it is the cornerstone of the brand to do a good job in products and services.