2016-02-19 15:15
Health care products in 2016 marketing three major trends and the four major pain points
[straight news network reported, Beijing, February 19] (the first pharmacy Caizhi) by cross-border business, industry policy, the decline in passenger traffic and other factors, 2015 drugstore chain terminal health care products sales accounted for appeared different degree of decline. Part of the region is due to health care policy adjustments (health care products for sale), the decline is particularly evident. As the main source of profit of the pharmacy terminal, how to adapt to the current development trend and find a reasonable way to become a pharmacy terminal and health care products manufacturers common proposition.
Three major trends in the future of health care products
One, single product marketing continues to maintain high growth
Although the health needs of economic development to make the sales of health care products pharmacy terminal growing. However, due to the special process of the development of China's health care products, whether it is the practitioner of the pharmacy terminal, or consumers in the market, the lack of scientific knowledge of health care products. And the current rise of health care products marketing, whether it is the degree of difficulty in market education, or the risk of market investment control, it is in line with market rules. So the future of such products in the pharmacy terminal will remain relatively high growth.
1, absolute incremental single product: mainly for the market environment changes and the new health needs. For example, is conducive to the link visual fatigue of lutein products, is for the present "bow family". A similar variety will bring the absolute increment and new profit sources for the pharmacy terminal;
2, upgrade class incremental single product: with the national health care product registration system, the new resource food policy landing, the variety of health care products has entered a substantive stage. The dominant position of the traditional "fish, egg, calcium has ceased to exist, in terminal drugstore, the upgrading of the alternative products continue to show, such as on the antioxidation and protection of cardiovascular function over of coenzyme Q10 and astaxanthin in fish oil, to replace the traditional calcium ammonia sugar products, improve the absorption rate of the protein peptide powder. With the attention of the market and the terminal, sales accounted for all of the increase.
3, the return of the specialized process of incremental single product: with the return of the pharmacy terminal specialization, the clerk's recommendation will be more scientific and reasonable. In particular, chronic disease management process, you can find more prescription drugs + health products, the associated sales opportunities. Ease the side effects of drugs (such as coenzyme Q10 to ease the side effects of statins) and other products will form a new incremental sales.
Two, big health market differentiation intensified
Large health care category in the pharmacy profit contribution beyond doubt. But throughout the country market, to cover the national market, and continue to brand building is very rare. More and more enterprises partial keep a corner, dependence chain pharmacies recommended, to occupy a certain market share, so can judge, 2016 health market will be further divided.
1, the acquisition and integration to promote the reform of the major health care industry. With the full involvement of the capital, the acquisition and integration of health care products industry in the end of 2015 to become the hottest topic. More and more listed pharmaceutical companies (Zhejiang pharmaceutical, pharmaceutical) also began to enter the health care field. These pharmaceutical companies the biggest characteristic is has very powerful channel coverage capabilities and marketing capabilities, and traditional regional brands and small - and medium-sized enterprises (SMEs), because investment in marketing and terminal management is difficult to compete with, if continue to use defensive coping, market will being eroded.
2, traditional Chinese medicine health products will force. The pharmacies terminal sales of health products are mainly Europe and the United States market dietary supplements (SUPPLEMENT), high degree of standardization of these products, with cross-border comprehensive intervention, the existing price system may will be a very big challenge. Because of China's special health care consumer attitudes, some of the traditional "medicine and food homology" series of health food products will be favored by the market. In particular, ginseng, three seven and other Chinese herbal medicines, the consumer will be the new cognition of Chinese medicine and the formation of a new growth point.
3, the rapid sales of the category to form a new growth point. Due to the deepening of the market education, some of the new formulations, packaging differences, unique taste of health food will continue to appear. In particular, the relatively low cost of trial and diversification of the associated sales, will also be in the future pharmacy terminal to form a long tail product group, in order to provide support for the pharmacy terminal to enhance the number of customers.
Three, health care products marketing investment to reduce and more accurate
1, pharmacy terminal marketing of health products, has been the lack of sustainable profit model. At the same time due to reduce the rate of supply and marketing costs continue to increase, more and more small and medium-sized enterprises in brand investment will continued to decrease. Although some of the new brands rely on the parent company's background can continue to invest, but due to the pressure of the capital market, but also the ultimate return to profit and output. Health care products at the end of the input will be more rational.
2, with the Internet technology and diverse needs of consumers change, how to use the least cost to seek and target groups of communication and exchange, is the pursuit of many health care products...... More and more enterprises will use various forms of direct and accurate people to carry out the circle of marketing".
2016 marketing four major pain points
One, adhere to the consumer centric "joint marketing"
Health care products business is the biggest advantage of a comprehensive marketing programs and rich marketing tools. Health care products enterprises in the establishment of their own brand, promotion programs should be as far as possible to enter the pharmacy terminal, to achieve joint marketing and joint promotion, resource complementarity. Terminal should also be in response to the sales policy and promotional activities to meet, and ultimately to sales to return the health care products business.
Two, improve the terminal pharmacy professional degree
With the aggravation of competition, the terminal stores the number of visitors declined, the traditional trust is being challenged. Health care products companies can use the "training" to provide a scientific approach to the sales and marketing programs to help improve the professional level of the store clerk, to ensure a reasonable and scientific recommendation.
Three, the implementation of the shop assistant care plan
Through the sales points and other means, the first health care products business products so that the staff and their relatives for a free trial. Let the clerk recommended more participation and sense of reality.
Four, to assist the pharmacy terminal for membership management
1, the use of the official micro channel pharmacies, to the pharmacy members to pass a healthy lifestyle and scientific understanding of health care products. Increase member awareness;
2, according to the characteristics of the Internet and the crowd, to develop specific marketing programs to assist the activation of members of the pharmacy terminal. And through a reasonable reward, improve the activity and participation of members;
3, to assist the pharmacy terminal to carry out the lecture, pass the health concept, improve the membership viscosity;
4, pay attention to the promotion of online pharmacy chain, to achieve the integration of online and offline promotion.
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