Pharmaceutical marketing brand problems break.doc

 PAGE \* MERGEFORMAT 9 Pharmaceutical marketing brand problems break Speaking of the brand you may feel very abstruse, in fact, very simple. For example, like the mouse and Mickey Mouse, although all rats, there is essentially the difference. There are hundreds of millions of mice only can we all know Mickey Mouse. This is the brand and non-branded concept. Into the pharmaceutical industry, for example, erythromycin ethylsuccinate and Lijun sand, chemical composition is the same, no difference. But sales when there is no difference between the two? Lijun sand sold for how much? Erythromycin ethylsuccinate sold for how much? Both very different. Lijun sand is ‘Mickey Mouse’, the ordinary erythromycin ethylsuccinate is ‘mouse’, Lijun sand is a brand, not the brand of erythromycin ethylsuccinate. We have to do is to own products made of ‘Mickey Mouse’. What is the brand? Is a kind of logo, is a kind of commitment, is an integrated experience for the ultimate performance of a trust relationship, an emotional link. After all, the brand can bring huge profits business is our core pursuit. If we did not get the brand profitable, then we can dispense with the brand. However, behind the brand, but a vast reservoir of profits, so we must follow branding. For direct-to-consumer drug OTC category, brand influence is even more crucial, it is consumer choice to purchase a key factor. Strategy and implementation of the The pharmaceutical industry has a very significant characteristic is the so-called ‘small market, big market’. In this industry, a single-product sales more than 1 billion yuan is rare, unlike beer, beverages and other products of the market is enormous, so that a ‘small market’. Why the big marketing it? We take a look at the ads on television will know, pharmaceutical products, a large amount of advertising, in the current media delivery in a high percentage. In other words, in today’s highly competitive environment, we put the pharmaceutical industry’s