Competitive thinking of pharmaceutical companies: innovation without border marketing must have a bottom line
From obscurity to steady progress, China's pharmaceutical machinery industry has gradually formed its own model after long-term development. Not only is the industry expanding, but the internationalization of pharmaceutical companies is also accelerating. In addition, with the increase in demand for medicines, the support of industry policies, and the “threat†of foreign drug companies, more and more local companies are committed to tapping overseas demand on the basis of maintaining the domestic market.
Some insiders have said that for the customer, the pharmaceutical machinery market has never been a multiple choice question. Under the background of the great environment, the increasingly mature and powerful pharmaceutical companies, and the increasingly integrated international vision, the market competition in the industry is no longer simply limited to price, quality, regional competition, technological innovation, brand influence, etc. It has become a key factor for local pharmaceutical companies to stand out and break through.
In the face of industry competition, pharmaceutical companies have chosen to hold the key to innovation to open new markets, and pharmaceutical companies have chosen to promote brand awareness through advertising and online promotion. Although the methods are different, pharmaceutical companies are trying to pursue quality and large-scale increase in volume, thereby attracting more customers, stabilizing and enhancing market position.
However, it should be reminded that in the face of rapidly changing user needs and increasingly fierce market competition, pharmaceutical companies need to be clear-headed and rational in thinking about creating differentiated new medical equipment and improving market response speed. . Because, for pharmaceutical companies, innovation is unbounded, but brand marketing has a bottom line.
First of all, in terms of innovation, the development of any company is inseparable from innovation. Innovation can be said to be the foundation for all companies to win the market and achieve major breakthroughs. However, it is not easy to forge this “master keyâ€. Counting domestic pharmaceutical machine leading enterprises, almost all enterprises regard innovation as a “magic weapon†to seize the market high.
For example, as of November 30, 2017, Chutian Technology has filed 2,376 Chinese patent applications and authorized 1,500 patents. Another 25 PCT international patent applications were filed, and 11 patents were granted in the United States, Japan, Russia, and India, showing its strong strength in innovation and R&D. Hunan Qianshan Pharmaceutical Machinery Co., Ltd. advocates “independent innovation†and attaches great importance to research and development. The annual research and development expenditures account for more than 5% of annual sales revenue. A total of more than 1,400 patent applications were filed, including 137 invention patent applications and 10 PCT applications.
Technological innovation has become a key word in the pharmaceutical machinery industry. As far as leading pharmaceutical companies are concerned, insisting on innovation is a protracted war. It needs to be able to withstand loneliness. It requires investment without retribution, and it is not necessary to “speculativelyâ€. For small and medium-sized pharmaceutical companies, it is necessary to dare to innovate. Courage, only by forming differentiated products that match the needs of customers, small and medium-sized pharmaceutical companies can get out of the homogenized “magic†and gain a share of the market.
Secondly, in terms of marketing, pharmaceutical companies have a reputation for branding, such as TV commercials, search engines, industry websites, and apps. Marketing through these channels can not only help pharmaceutical companies expand their visibility, but also bring considerable benefits. As a portal for the pharmaceutical machinery industry, China Pharmaceutical Network has a wealth of Internet resources, and has created a pharmaceutical-based APP for the industry to do business anywhere, anytime, helping the pharmaceutical companies to embrace new business opportunities.
Throughout the status quo of the industry, more and more pharmaceutical companies have the awareness of marketing and promotion, and hope to attract more customers through diversified methods, but if you rely too much on marketing or even exaggerate marketing, the consequences can be imagined. . For example, Shapu Aisi, who recently made a public opinion storm in the medical circle, was questioned by the media for the advertisement and efficacy of his eye drops.
The author understands that Sharp's disparity in R&D investment and advertising investment is compelling. Taking the 2016 annual report as an example, some of the new drug projects of Shapu Aisi have invested millions of dollars in the current period, while the advertising costs are as high as 262 million yuan. The advertising expenses account for 34.75% of the company's eye liquid product revenue. Product revenue mainly depends on advertising and drinking. Although this method brings temporary benefits to enterprises, it cannot be a long-term solution for enterprises to cope with market competition. Instead, it has produced "side effects" and infringes on consumers' rights and interests.
Take the lead, for the marketing promotion, pharmaceutical companies should have a "bottom line", should not be exaggerated and fiction. Pharmaceutical companies should make corresponding plans according to actual conditions. It is not a wise choice to rely excessively on marketing promotion. Only responsible to consumers, sincere to investors, not concealed, not exaggerated, not misleading, not fraudulent, is the bottom line and successful marketing.
At present, the degree of competition in the pharmaceutical machinery industry is still intensifying. Is it the choice to innovate as always? Still pressing the weight on marketing promotion? Still innovative and marketing? Pharmaceutical companies should make strategic plans based on their own capabilities and actual conditions. However, no matter which method is chosen, pharmaceutical companies should understand that innovation is unbounded, but it will be the eternal theme of enterprise development; marketing is good, but it also has a "bottom line", and losing the bottom line will definitely hurt consumers' interests. , loss of corporate image.
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