Drugs media mix strategy.docVIP

 PAGE \* MERGEFORMAT 7 Drugs media mix strategy Pharmaceuticals and fast moving consumer goods there is a big difference, it’s more targeted, rational element more for drugs in the media mix, we must pay attention to the demands of product features, we must take into account the different characteristics of physicians and consumers to carry out, the doctor in a more rational, more emotional consumers. Same time, because the pharmaceutical industry there is the distinction between prescription and non-prescription, so the market different types of drugs targeting the right media mix to achieve is to play a very crucial role. Such as prescription drugs based mainly on product efficacy, mainly for medical personnel and rational consumers, non-prescription drugs in order to increase the effectiveness of the brand was mainly aimed at rational plus emotional consumer groups. Same time, because of drugs the end of the channel structure and distribution network has its own characteristics, so in the process of commercialization of the product and the retail end of the combination of propaganda, has its own characteristics. Drug import period: Drugs in the run-in period focused on the effectiveness of promotional products, since each type of product has a different competing goods to compete in the market, and therefore the effectiveness of the promotional products must have its own unique place or in connection with competing goods on the basis of common personality differences. Drugs are highly targeted products, the characteristics of their products can not escape against the cause of the independent existence, where the emphasis should be the personality of different product quality and business services, the main consumers of the many different ideas, for the above factors, drug import during the brand’s personality to convey is that we should focus attention. However, due to non-prescription drugs and prescription drug access patterns are different, so in the m