Integrating Three Axes Of Investment Promotion

At present, the investment market is becoming more and more difficult to control. When those agents that have been active for many years are difficult to manage by policies, or when CPI and PPI increase their cost expenditure and get bogged down in the meager profits, they have to switch to another business or reduce their business scale rapidly. The direct impact is the upstream pharmaceutical enterprises that rely on these agents, especially the pharmaceutical investment enterprises without their own team to effectively implement the market development.

Under the current market environment, most pharmaceutical business enterprises are faced with such policy factors as the National Olympic Games, enterprise replacement and other policy factors. The supervision is constantly increasing. The product renewal is not timely and can not meet the needs of the market. The aging of the business system still operates with the means of flickering, adjusting goods and so on. The enterprises do not have the core competitiveness, the personnel thought is old, and they can not adapt to a series of problems such as the marketing pformation under the new situation.

In the face of internal and external troubles, enterprises have been trapped in a situation where no change is waiting for death.

Fortunately, the enterprises we see are not waiting to be killed, but actively taking action to improve them in the relevant links so as to get rid of the current business bottlenecks.

Whether it is guided by brand building or guided by accelerated product introduction, or guided by market depth, all operations have achieved good results.

In fact, by analyzing and studying the different business models of these large and small enterprises, it is easy to find out the common aspects of their existence -- "integrating three axes of investment".

　　一、 優(yōu)選媒體投放 

Today is an era of information flooding, and the consequent nature is the diversification of media.

When all kinds of media are flooded with our vision, the enterprises holding the propaganda expenses in our hands suddenly do not know what to do, which is a great satire.

In fact, there are three forms of media publicity for pharmaceutical enterprises: plane, network and conference.

The difference is that each item is divided into several or even dozens of times.

This requires us to consider how to enlarge the effect of publicity in limited investment.

　　1、 “平面媒體”—以直投推廣為主 

Print media should be one of the earliest publicity models we chose.

Whether they are professional newspapers, magazines, periodicals and so on, according to their respective years of establishment and coverage, they need to invest from tens of thousands to thousands of different, but the effect is good or bad.

Because only the normal channel is issued, the probability of the agent's viewing is limited.

After all, with the unprecedented diversity of drugs and the unprecedented diversity of access to information, agents have great selectivity and will not be fixed in one aspect only.

So, under the guidance of other industry marketing ideas, the direct investment model, which has been quietly rising in the past two years, has gradually entered our vision.

It changes the past passive waiting for agents to watch the mode of product information, adopts exquisite books and publications, plus good product publicity and color page production, and sends them directly to the agents' hands, thus attracting the attention of agents in a more relaxed environment and improving the turnover effect.

However, one of the core problems is the database problem of agents. It is necessary to ensure the validity and timeliness of the data, so that the advertising revenue can be greatly obtained.

　　2、 “網(wǎng)絡(luò)媒體”—做好公司網(wǎng)站建設(shè) 

For the second channels of investment, which are usually used by us, with the popularity of network and the rise of network office, it is also playing a huge role.

However, it is undeniable that the demand for hardware is relatively high, and no computer can access the Internet.

At the same time, the concentration of network information is much higher than that of print media.

It often opens up a professional investment website. It is a product of dense information. Apart from some special impressions, others are drowned.

And those outstanding publicity plates are often shocking, not ordinary enterprises can afford.

Moreover, the click rate of investment website is directly proportional to the scale of publicity.

Thus, for these various investment websites, enterprises will also lose the ability to identify.

However, we tend to overlook one problem, that is, our own website.

Imagine that, in addition to the unpredictability of the hardware, the most important part of the enterprise's product display, cost scale and publicity scale is actually its own website.

Such a product with outstanding performance, low cost and large publicity platform is what we need to make good use of.

What we need to do is to update the website information in a timely manner, constantly improve the layout and scale of the website, and publicize the website in the eye-catching position of all the external publicity materials of the enterprise, so as to maintain the positive guiding role of the website and attract as many agents as possible to click, so as to achieve the dual role of brand promotion and sales promotion.

3, conference - brand exhibition and professional exhibition reasonable allocation.

In addition, the conference is also a way for our pharmaceutical companies to invest most.

However, with the enlargement of the medical exhibition market over the past two years, a large number of exhibition companies have been involved in it, and exhibitions have sprung up one after another.

National, local, professional and so on are numerous, with different scales and different inputs and effects.

For enterprises, the choice of scale and cost input is also a test.

As a matter of fact, there are roughly three major categories of exhibitions: brand exhibitions, professional exhibitions and regional exhibitions.

The third category is meetings held at various locations for regional customers.

General enterprises must combine their own situations and arrange fair participation.

In the environment where the market pays more attention to brand appeal, the participation brand will be mainly displayed by enterprises; professional associations will be the main source of publicity and agents to attract professional channels; and local associations will be a way to guide and enhance regional market. Apart from the market that enterprises need to focus on, other regional exhibitions can be abandoned to save the publicity cost of enterprises.

　　二、 市場(chǎng)研究深挖 

The market is always dynamic, without a constant market.

Customers' ideas are also changing, and a constant customer does not exist.

It is precisely this objective factor that inevitably requires us to increase our research and grasp of the market.

It is also expected that sitting on the phone in the office can complete the control of the market, and the idea of increasing sales will be ridiculed and abandoned by the market.

This is a concept that must be changed for most of our pharmaceutical business enterprises at this stage - from headquarters to the market, so as to enhance the degree of confidence in the market.

　　1、 研究市場(chǎng)實(shí)際情況 

If enterprises want to develop, they must adapt to the needs of the market.

Whether it is product orientation or channel orientation, market macro environment and regional differences, we need to study.

These changes will directly affect the sales situation of enterprises, we can not change, but can be adapted to change in time.

Take a very simple example. Under the trend of medical reform, the medical insurance and agricultural insurance that are facing the vast rural areas and the two tier market are very hot. Many agents are changing in this direction to find products in this area. Why can't we effectively change the way of product introduction to meet this demand?

It's not that we can't do it. We don't know.

　　2、 研究客戶實(shí)際情況 

The market is the environment of sales, and customers are the core of product sales.

If a business marketer does not know what the customer is doing, where the channel is, how the financial strength is, how he operates, what kind of product he needs, what kind of support he needs most, and so on, he will be crushed to death if he knows how to call the goods.

　　3、 實(shí)施個(gè)人性市場(chǎng)開(kāi)發(fā) 

The environment and the specific circumstances of customers directly affect the progress of the company's sales and marketing in a certain area.

Letting the market go its own way, it is better to study the market characteristics and implement personalized development.

After carefully studying the national environment and the small environment of a certain area, combined with the actual situation of the local agents, we formulated the requirements that meet the local needs in terms of product demand, promotion demand and channel demand, so as to achieve a single regional breakthrough.

　　三、電話營(yíng)銷配合 

On the last aspect, we return to a commonly used mode of telephone marketing.

After all, telemarketing, as a relatively high form of input and output, can be effectively utilized.

Just to grasp a principle: under the current market environment, enterprise investment can not be mainly based on telemarketing, but after effective implementation of the above related links, as an effective and necessary supplement, the aim is to increase the income of enterprises as much as possible, to achieve the two aspects of communication and cooperation of new agents and external corporate propaganda.