Medicine "electric shock" breaks

E-commerce uses digital information and the interactive nature of online media to assist marketing goals in achieving a new type of marketing. Simply put, e-commerce is conducted using the Internet as the main means to achieve marketing activities for certain marketing purposes. According to statistics, the number of Chinese netizens reached about 600 million in 2013. The Internet penetration rate and the size of Chinese mobile Internet users have increased by about 15% compared with the same period of last year. Compared with previous years, the overall increase in the number of Internet users in China has entered the platform period. Faced with such a large number of Internet users, leading to e-commerce is increasingly over the traditional marketing approach has reached a culmination, however, a large part of the e-commerce e-commerce company's knowledge is still ignorant! Especially small and medium-sized pharmaceutical companies.

One case leads to triple sales

With the emergence of serious problems of excess information and homogenization in the market today, the publicity effect of drugs has been greatly reduced. Faced with such difficulties, pharmaceutical companies urgently need a new marketing model to expand publicity and promote sales. With the development of the Internet, e-commerce has gradually entered people's field of vision and become the new darling of drug companies. ** The consumer eaves plug is an e-commerce success story.

According to statistics, the effect of the "electric shock" of the drug company was significant: media coverage was reported up to 400 times, and was reported by the home page of the portal; the number of hot topics viewed was 3 million; creative video was viewed up to 1 million; The official website has seen a four-fold increase in the number of visitors; Through this revolution in marketing methods, the brand awareness and sales volume of XIAO Xiao-shuan have been significantly improved, and the effectiveness of e-commerce propaganda has reached a record high of 18 million people.

E-commerce as a special marketing method, any product of the company seems to be able to carry out marketing on the Internet. For example, you can use the Internet to expand brand awareness, increase brand awareness, establish brand loyalty, and more. Considering e-commerce as part of the overall marketing system, it can play a huge role in most products and service areas because it can promote the good operation of the entire marketing system.

The key points of high efficiency e-commerce providers:

When foreign drug giants rely on their financial advantages to gain profits through traditional marketing, many domestic pharmaceutical companies that do not have superior strength should use e-commerce as an early weapon to reduce operating costs and enhance the profitability of pharmaceutical companies. In the ocean of networks, pharmaceutical companies must promote themselves and at the same time achieve marketing goals. It should be said that it is difficult to achieve the desired result without understanding the Internet or marketing. Even if a lot of costs are blindly invested, it may not be possible to achieve it. Marketing effectiveness. For pharmaceutical companies, what are the core elements of e-commerce promotion?

Do not rush to choose the right way

E-commerce includes online advertising, forum marketing (community marketing, post bar marketing), blog marketing, news marketing, soft text marketing, email marketing (EDM), video marketing, (instant messaging) marketing, SNS marketing, e-magazine marketing, etc. content. As it is a long-term process, it will not be effective overnight. As long as it is effective, it must be stable for a long time, and it is not necessary to use the final sales volume to evaluate the effectiveness of e-commerce. E-commerce needs various departments of the company to achieve results. Maximize. Such as: capital investment, online customer service, brand awareness, visits, visitors, customer tracking, the boss attention and so on. At the same time, the methods of network promotion can be described as a variety of forms and tricks. Long-term, short-term, cyclical, fee-based, free, official, and private... No matter which promotion method you choose, the most important thing is to adjust to local conditions and tailor your clothing.

Step by step to create a marketing team

To do a good job of e-commerce, pharmaceutical companies must configure e-commerce specialists or e-commerce teams. There may be many pharmaceutical companies that do not have the funds to set up an e-commerce department. At the very least, there must be a true e-commerce specialist. The professional matters should be given to professional people. This is a Progressive process. Because more and more small and medium-sized pharmaceutical companies are lacking in electricity merchants and cannot fully understand the importance of e-commerce, they only try to establish a website. Therefore, after some simple promotion actions, they will not invest time and effort in managing electricity. Business. However, the introduction of e-commerce training and electric merchants has gradually become the active demand of traditional pharmaceutical companies.

Faced with the present situation, when pharmaceutical companies weigh the balance, a large part of pharmaceutical companies are aware that the e-commerce department can effectively use the network to administer enterprises to bring orders. Therefore, on the one hand, drug companies can go to professional electronic business platforms to look for Appropriate talents may be recommended by headhunters. On the other hand, outsourced methods may be used to save manpower costs and management costs, or to use the industry's senior experts to carry out Internet-based integrated marketing communications such as topic marketing, event marketing, and event marketing. Greatly improve the success rate.

Concurrent and extended access search

The number of websites in the online world is numerous, and how to get network users to access the website is a question of the university. In addition to using traditional marketing models to make advertisements, in order to strengthen the website's impression in the netizens, the website's visit is expanded. It is also another important job for e-commerce companies, as long as they have the need to find relevant information, they can easily find out.

For most of the users, the search engine of the portal is still the first method to be considered when people want to find some kind of information on the Internet. Therefore, it is a cheap and very efficient method to take advantage of these search engines to log in company website data so that the users in need can quickly search for the desired website. In addition, some websites provide login services, and through some techniques, make the website information easier to find, and the rankings will be ranked in front of the query, which is also a good method of e-commerce. Others such as Baidu knows Q&A promotion, Baidu Encyclopedia, and video clips of pharmaceutical companies posted on video websites. All these have carefully planned content and reasonable keyword layouts. These contents have the opportunity to appear in the window of keyword search results, Netizens searched! Ultimately, online advertising influences consumers' opportunities.

Linked to Marketing Objectives

E-commerce promotion is becoming increasingly diversified. According to statistics, there are nearly 100 kinds of existing e-commerce methods, but so many e-commerce methods are not suitable for each drug company. The marketing methods of any stage require pharmaceutical companies to dig out the most appropriate and most appropriate methods for comprehensive use in diversified marketing methods. Therefore, when the pharmaceutical company arranges marketing budgets, it should use a reasonable proportion for e-commerce spending.

Unlike the primary e-commerce companies that do not have clear goals and plans to “take a shot and change a place,” the real significance of e-commerce is to allow pharmaceutical companies to rationalize and optimize the operation of various network media and tools based on the overall marketing objectives. And formulate a detailed implementation plan and operating procedures. This can help pharmaceutical companies to reduce blind e-commerce spending, improve the effectiveness of e-commerce, the establishment of e-commerce effectiveness evaluation and information feedback, help pharmaceutical companies adjust and correct e-commerce solutions in a timely manner, and constantly optimize the effectiveness of e-commerce. E-commerce only obtains objective network traffic, cultivates its own loyal customer base, and will be able to spread word-of-mouth through its customers in order to prove that the selected network promotion method is practical and feasible.

Logically manage "Logistical Support"

The use of online sales platforms by pharmaceutical companies to build e-commerce channels is just a basis for e-commerce to open up. It is also necessary to consider in detail the "logistical support" of price attraction, logistics distribution, and service excellence. Any one of them being handled badly may cause the failure of the electricity supplier.

1, price attraction; consumers are willing to shop through the Internet, one of the important factors is the price of goods on the network is lower than the market price. Therefore, we must open the difference between online and market prices in order to attract consumers to buy.

2, logistics in a timely manner; consumers purchase goods through online shopping, pharmaceutical manufacturers can only entrust logistics, courier companies responsible for delivery. Therefore, when choosing a courier or logistics company, it is necessary to comprehensively consider the company's service price, speed, and safety.

3, service optimization; after-sales service is the most direct factor affecting whether consumers continue to buy your product. Since the locations of buyers and sellers in e-commerce are usually far apart, after the product has quality problems, how to solve for consumers is a problem that must be considered by pharmaceutical companies! It is suggested that products must be optimized for service when they are being transported and packaged. For example, return location, costs incurred, length of use, and the principle of proximity.