The Lack Of Brand Building Relies On The Breakthrough Of Pharmaceutical Marketing.

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New regulatory policy triggers new marketing From EMKT.com.cn thinking:

With the introduction of the two regulations on drug instructions and labeling management and the notice on further standardizing the management of drug names, the use of drug names has been restricted. Drug marketing has gone from "one drug to many" to "multi drug one" era, and what has become a major issue for many pharmaceutical companies in the field of drug marketing brand communication carrier.

Restrictions on brand names and brand segmentation

The newly revised regulations on drug instructions and labels require that the area of the product name should not be greater than the 1/2 of the generic name in the outer package of the smallest unit of the drug, and cannot be accompanied by the generic name.

In short, from the point of view of this regulation, consumers will have the most common name in the packaging of drugs.

At the same time, the notice on further standardizing the administration of drug names also emphasized that in addition to new chemical structures, new active ingredients and medicines containing compound patents, no other species should be allowed to use trade names.

This means that the situation of having a trade name before modifying the dosage form and changing the specifications to approve the "new drug" will be improved.

The problem facing pharmaceutical marketing was "one drug multi", the same as "compound paracetamol and amantadine capsule", but it has different commodity names: Hainan's Asian production is called "fast", Chongqing Keri production is called "Nuo", and Hunan Kang Pu produces "fast Kang".

Different enterprises can make product brand in different ways.

Once the name of the commodity is restricted, the marketing side of generic drugs and generic drugs will enter the era of "multi drug one": because the commodity name is limited, even if it is produced by different manufacturers, the drugs with the same composition can only appear in the same general name when they are circulated in the market.

The commodity name is originally the core support of product brand building, and is an important carrier of differentiated marketing. Its limitation is a great challenge for product brand: for example, if you play the advertisement of compound paracetamol and amantadine capsule produced by your factory, his manufacturers will follow suit.

Because they all call the same name, and the same species are facing the problem of brand segmentation.

Without commodity names, what do we need to build brands?

Since the industry regulatory policy limits the use of commodity names, it will increase the difficulty of products to build differentiated brands. Then, in the marketing process, what can we build the brand of products to promote the sale of products?

The author makes three suggestions:

1, enrich the connotation of product brand.

For a single product, the commodity name is the part of the brand constitution that can be expressed in words and can be used for communication and communication. A good commodity name can express the central connotation and key Association of the product quickly and accurately, so that consumers can be impressed and unforgettable.

However, brand is not only a problem of commodity names, but a brand name is a brand name. It is a very small part of the brand, not all.

Therefore, we can enrich the connotation of product brand from other elements, such as product registration trademark, graphic design, packaging color, packaging design, packaging appearance shape.

For example, the "blue bottle" series of Hayao three essence has effectively separated other kinds of calcium gluconate oral liquid, Qingrejiedu oral liquid and so on.

2, do not make single product, make product group.

Speaking of Yang Sen in Xi'an, we think of Daknin. When we mention the amendment of medicine, we think of Shi Shu and mention Tian Shi Li. What we think is Danshen dripping pills.

This is a typical product brand advantage enterprise, one product alone.

However, when it comes to Tongrentang, we may not be thinking about any specific product, but a series of high-quality Chinese medicine. When it comes to Ma Ying lung, what we associate is its series of products that focus on hemorrhoids. When it comes to Wang Laoji, we are not thinking about the typical representative of antibiotics, but the products related to the upper respiratory tract and the upper respiratory tract.

This reminds us that in the case of a single product brand building encounter obstacles, we can first make the overall performance of the enterprise, and then slowly gather the typical attributes of the product group, to a common direction to concentrate, and finally form the image of the enterprise.

It can be said that the corporate image represented by Tongrentang is far greater than the product image. In the absence of single product brand support, it can promote the sales of its products and form a situation of product group sales.

3, identify differences in homogenization and brand cutting.

The same as stomach medicine, Ma urged the demand, more in the theory of gastric motility, the ingenious theory can set up barriers to protect its sales; and Shi Shu, if the product from the FAB (characteristics, efficacy and interests) to locate, there is no way to go, because its composition is nothing special.

After investigating a large number of patients, they learned that no matter what causes, gastritis or gastric ulcer, there are three symptoms: stomach acid, stomachache and stomach distention, so the pharmaceutical industry will locate the consumers from the feeling of consumers.

Another example is the "beauty and pseudoephedra". Dongsheng Technology's "white plus black" has appealing for "to eat white tablets during the day without sleepiness, and to eat black slices and sleep at night"; no one borrows the appeal of black and white tablets day and night.

Some people from the cost price to locate the "beauty pseudoephedrine", and get a "one yuan cold medicine", effectively separated from other similar products, and the result is good sales.

In fact, unique techniques, such as dripping pills of Tian Shi Li Danshen products, traditional and modern (Tongrentang traditional Chinese medicine and modern plant medicine of Kang Bei), can all serve as the differences of appeals.

Do not make brand, rely on what win?

Even if you have a trade name, building a brand will not happen overnight.

It is even more difficult to restrict the use of trade names and brand building. For vulnerable brand products or enterprises, in addition to increasing their R & D efforts and technological innovation, they produce genuine "new drugs" with their own commodity names (which is very difficult for domestic enterprises at present).

What else can we win?

1, access to win

Brand products, of course, can be sold faster and more.

But to sell products faster and more to consumers, they can not rely on brand promotion.

It is also a feasible way to rely on the marketing team to win the end on the terminal.

As we all know, in the pharmaceutical marketing channel, the first level business is the reservoir of products. The biggest benefit he brings to us is to bear the risk of capital and inventory.

The two level dealer is the product arriving at the terminal's water pipe, ensuring that the water in the pipe is the key.

Terminal hospitals and pharmacies are the faucets that reach customers, and the core task of our marketing team is to keep the faucet open at all times.

If the strategy of channel interception or terminal interception can be used flexibly, it will seize the display position of the inventory level or terminal link of the channel link, so that the competition will be blocked outside the access channel, so that customers will have no more choice. Even vulnerable brand products, there will be good sales.

2, mode marketing

When brand marketing is confronted with obstacles, we should make use of the power of the model rather than the strength of the brand to create sales results.

If we say that "Da Ke Ning", "Shi Shu", "Bai Jia black" these large brands are based on the sales of brand pulling products, then the pharmaceutical sales in China are selling countless products, such as amoxicillin, Banlangen, Multienzyme Tablets, Diclofenac Sodium Enteric-coated Tablets and Salvia miltiorrhiza tablets, with annual sales reaching 1 billion, but they do not have a brand name brand.

Why is that?

Because they have different modes of operation: the "universal drug maniac" mode, creating the third terminal market with low cost and creating price advantage.

Shu Zhong pharmaceutical has become a synonym for the marketing mode of low cost generic drugs.

Similarly, the top runner of the pharmaceutical industry Yangzi Jiang pharmaceutical sales last year, more than 100 billion, is also a model win the representative: unknown to carry out the pure sale of the hospital.

It can be seen that without the power of brand, we can use the mode to create product sales performance.