2015-10-12 16:37

 

Cancel the star endorsement health care products will cut prices? See what the experts say

 

CNDSN on October 10 hearing] (Chinese food) new advertising law since the implementation, medicine and health food with image spokesmen advertisement for the product has disappeared. In the hustle and bustle, after the promotion expenses, the price of these products will be changed?
"It is hereby notified pharmacies, clinics, must be in September 1st, the home stores in all with medicine and health food spokesperson inkjet posters, leaflets, manuals, handbag, advertising light boxes and other promotional material removed and destroyed...... Advertising to investigate and deal with the beginning of the store, please pay attention to the end customer." This is an emergency notice at the end of the 8 pharmaceutical companies listed on the part of pharmacies and clinics issued "".
It is understood, before September 1, many of chain drug stores received over from pharmaceutical companies or health food enterprises on removed with spokesmen image propaganda to remind or notice, others have been self evacuate.
"The pharmaceutical companies received a reminder, at the same time, we take the initiative to removed, our group has internal notice, requires all the stores in before September 1 to involve pharmaceuticals, health food, medical equipment and other with removal of the spokesmen for the image propaganda." Old people big pharmacy Tianjin area relevant responsible person said, but before September 1st the production of the image of the image of drugs or health food products can still be sold.
Also at the end of August, Tomson times also through its official website publicly, has asked the dealer in before September 1, cleaned up with the company spokesperson of all health food advertising, will clean the advertising material destroyed or returned to the company, and please the distribution units to strictly enforce.
"In the past, many pharmacies will in the shop glass or a store posted Products ads with the image of the spokesperson, on September 1, that day, our side have several pharmacies because there is no promptly removed the endorsers and fined 35000." Southwest region, a chain of pharmacies responsible person said. More than the area, on the same day, in Shanghai, media reports, have many celebrity endorsements Hongmao wine advertising because of stores, the Shanghai Municipal Bureau of Commerce and industry of parties involved Shanghai Tai Hall large pharmacy Hengshan Road branch for investigation, which is the new advertising law since the implementation, the Shanghai Industrial and commercial Department of the suspected illegal advertising the first filing.
In accordance with the new advertising law, since September 1st, medical, pharmaceutical, medical equipment and health food advertising should not contain the said effect, the safety of the assertion or guarantee, not the use of Advertising Spokesperson for recommendation, proof, etc.. This day, the original open the TV will be able to see the products of the type of advertising, has been missing. For dependent or habit to put on television advertising of OTC (non prescription drugs) pharmaceutical companies, only drag spokesmen of this provision is lethal.
In September 2012, a quasi revised version of prohibition of non prescription drugs in the mass media advertising [drug advertisement examination method "was published in the blog, the public outcry. But after the industry said: "the ban was suspended, and no longer pushed down." Is a false alarm. And now, the industry called "new advertising law, the history of the most stringent" has been implemented for more than a month, it moved to make it real.
Prices do not rise
In 3 years ago, the above revised draft came out, there is advertising industry believes that: the most critical is to let OTC drug prices, not advertising price cuts, but drug prices." Because, "OTC drug advertising costs will generally be 5% - 10% passed on to the drug price". Although there are medical professionals who have different views on this point of view, but today, the state of the drug and health food and other advertising regulatory continue to tighten the trend, the impact on the price of drugs and health food terminal, the discussion has surfaced.
According to common sense, the abolition of the product spokesperson, pharmaceutical companies and health food enterprises can omit part of endorsement fees, so as to save some of the costs of the products, should help to end product price elasticity decreased.
"Recently, a handful of OTC pharmaceutical companies to pharmacy drugs wholesale price with certain concessions, for example, some drugs wholesale price from 10 yuan reduced to 8.5 yuan, and the wholesale 50 boxes of drugs also send 10 box... Pharmaceutical pharmacy staff is to increase efforts to sell these drugs." Chain pharmacies responsible person said, from the terminal point of view, the current retail price of these drugs has not changed, but once the chain pharmacies to cut prices, other pharmacies will follow the price cuts."
Can be seen, some pharmaceutical companies to increase the terminal terminal force, support, or even to "profit" way. But it is only limited to some pharmaceutical companies, most pharmaceutical companies especially those "big voice" also halt the troops and wait.
, general manager of the Department of health beauty pharmaceutical Li Congxuan, said the use of advertising for drugs, health food, etc., are not small, the first is to improve the efficiency of transmission, by celebrity endorsements, high efficiency, wide spread, high degree of concern, followed by the credibility of the celebrity effect and credibility, celebrities are in use, consumers will follow.
Some industry insiders do not believe that the abolition of the spokesperson products will promote the reduction of the price of drugs or health food. "Pharmaceutical companies will not because they do not allow the use of the recommended products spokesmen and stop advertising or shaping the brand influence, in contrast, no celebrity endorsement, lower transmission efficiency, advertising fees but will be higher. Therefore, this kind of product of the terminal sales price may also price rather than price." Li Congxuan said.
The run of medicine and health care food enterprises responsible person, for example, said, before allowing the spokesperson recommended products, may put 10 million yuan will be able to achieve the desired effect, now spent 12 million yuan, resulting in the rising cost of advertising. "After the cancellation of the product spokesperson, in order to reduce the impact of advertising investment may increase, terminal investment may also increase, the price of the product will not be reduced."
At present, due to the contract has not expired, the company is in consultation with the person in charge of the company, the product endorsement by corporate identity change, this is no way to approach". But after the expiration of the contract, the responsible person said, will not renew. 3
(original title: cancel star endorsement health care products will cut prices? See what the experts say.
Editor: small Shen
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