Double Eleven to come to an end，Tmall Medicine has not announced specific sales data，But a group of interesting data still attracts a lot of attention:

 

  Sales of 25147234 contact lenses，Created the Guinness World Records & LDQUO; a single online platform with the title of invisible optical led & rdquo;

 

  Pick up the condoms sold on the Alibaba retail platform，Total height nearly 9500 meters，More than 600 meters higher than Mount Everest (8844.43 meters);

 

  The mask shop sold by Double 11 on the Ali Retail platform will be opened，Total surface over 170,000 square meters，The building area of ​​the Forbidden City of Beijing (about 150,000 square meters)

 

  & hellip; & hellip;

 

  Also according to Ali's health external data display，Early morning on the 11th，Alibaba Health Pharmaceutical O2O orders have exceeded 10,000。Although the online retail business of third -party platform drugs is stopped，But this new transcript may indicate new opportunities。

 

  Double Eleven is another day for the whole people，The Internet has penetrated into every detail of Chinese life。But I have been struggling for more than 20 years for the pharmaceutical industry but I can't see it，Not only does pharmaceutical e -commerce cannot do it，Drug's network marketing for customers is also a mess。

 

  Talking about online marketing three or four years ago, everyone has a eyes on everyone，closed -loop marketing、Integrated marketing and multi -channel marketing，The fancy concept one by one，Big foreign enterprises and private enterprises compete for the website，All staff with iPad， Unfortunately, the effect is not good。When the mobile medical is hot，Everyone puts attention to the mode of this concept and function upgrade，Big pharmaceutical companies and mobile medical companies think that both parties can achieve such a beautiful picture: Doctors diligently learn to make friends stake betting appon the Stake Sports Bettingplatform，or care about patients，Pharmaceutical companies see the stitching needles into the scene of the content of the doctor's study and work。Pharmaceutical companies recommend their own products or opinions，Mobile Medical has income and popularity，Then the small goals set by both parties will be achieved without knowing it。The reason sounds right，However, the fact is not so sexy。Online marketing is booming abroad，Almost 1/4-1/3 for the marketing costs of pharmaceutical companies，and pharmaceutical companies in domestic marketing in China account for 5%of the total budget。

 

  Online marketing is not good, let's do it，Anyway, it can be achieved。It is easy to say，But how can it be so easy to achieve? Pharmaceutical bidding collection and two -vote system have pushed the pharmaceutical companies enough，Hospital's drug ratio and medical insurance payment price further forced pharmaceutical companies to Liangshan，Sanming mode is really rolling in the country，Pharmaceutical companies die a large area without talking，Alive is also a big deal of profit，Make money to sell cabbage with the heart of selling white powder。The intention of the country's intention to reduce the price of generic drugs and patented original drugs to the cost line is too obvious! But the core of the survival of pharmaceutical companies is the high gross profit of the product，Otherwise, high -quality people and high -cost marketing cannot be maintained。So no matter how the wind rises in the future，One of the key to the survival of pharmaceutical companies is low -cost marketing。

 

  The cost of sales representatives will only continue to rise，Low -cost marketing unique solution may be online marketing。Online marketing has unparalleled advantages of traditional human offline promotion: fast、Interaction、Big Data、The whole area reaches、7x24 hours coverage。China is the most leading country covered and infiltrated by global Internet coverage，Everyone's life is almost all surrounded by the Internet，Including doctors and patients。We have no choice，Even if it is hard -headed, you have to do medical network marketing，Because this is a ticket that the medical person leads to the future。

 

  China has the world's most leading network technology and the most powerful mode，If car、Marketing energy digitization in industries such as steel，If educated, this industry can digitize in deep interaction，If a conservative and sensitive industry can digitize such as finance，Pharmaceutical marketing should also be done。

 

  From a practical point of view，Medical Internet marketing is not good. The main reason is the following:

 

  The goal of doing online marketing is not clear，Not enough budget，The cycle is too short，Too much change

 

  My stake betting appNo stake online sports bettingnetwork marketing plan is systematically done according to brand strategy，Online and offline activities disconnect

 

  Platform or form selection improperly，User scene is wrong or the user's activity is not enough

 

  In these three points，Scientific setting of online marketing goals，Depending on our correct understanding of its value; the seamless connection between online marketing and offline marketing，Need to grasp the brand strategy and the integration of online marketing characteristics，It is difficult to explain clearly in this three or two sentences。The choice of digital platforms and forms is biased to execute，is the simplest and fastest -effective。

 

  The mainstream form of pharmaceutical network marketing is grafting various propaganda interaction on pharmaceutical companies or third -party platforms，Expand the coverage and contact depth of the target doctor。Pharmaceutical companies themselves created portals or WeChat public accounts have been confirmed that the effect is not good，Including the peak medical Weida of the portal website of the pharmaceutical company，But the rise of the mobile terminal has announced the end of the PC end era，Current information excess，All kinds of information at home and abroad cannot be seen，The commerciality of pharmaceutical companies will keep doctors keep a distance to the website of pharmaceutical companies，The professionalism of pharmaceutical companies cannot support the frequent update of academic content，Do not waste money if you want to build a platform for self -built platforms。

 

  and now finding a third -party platform is the mainstream，But as far as I know, the execution effect of pharmaceutical companies is not ideal: the click volume looks a lot，But pharmaceutical companies cannot track the real click objects and follow up; some well -known platforms claim to have user real -name authentication，But the matching rate of the main data of the pharmaceutical company is terrible，Are you right, do you still expect the promotion to be effective? Now the network platform is windy，Many old platform access volume continues to decline，Red WeChat public account reading is also great。The model of the main information is mainly to attract low -age doctors，The high -age doctors that pharmaceutical companies are following are concerned about real medical scenes and attracting new patients。Friends of the marketing department like to choose a famous platform，I believe the number of users promoted on the platform，I think it can be effective for spending more money，In fact, the effect is good，Who knows who knows。

 

  How should pharmaceutical companies choose the network platform to cooperate?

 

  Select the website of the Chinese Medical Association at all levels or WeChat stake sports betting appstake sports betting appcooperation，Authoritative nature high。But learning usually restricts the expression of pharmaceutical companies，Only suitable for certain neutral projects。Website and WeChat features are limited，and now the traffic is declining。

 

  Commercial platform is still the most commonly used choice，The well -known platform can still be available，But the number of real users must be considered、Composition and activity，PC -side website and WeChat public account reading is now declining great，The number of users reported by the platform to the drug company may be the number of previous peak hours，In the doctor's platform that has been evaluated by the unicorn，The number of real users is more than Lilac Garden、Medical Pulse，Almond doctor、Doctor Station、Apricot Forest, etc.。Taking the leading Almond APP as an example，It has accumulated more than 410,000 real -name authentication doctors，Covering first to fourth -tier cities in the country，Indications of more than half of the doctors above，Based on the service doctor group，A absolute advantage in the long -term management and patient compliance of patients。

 

  In addition, we must consider the display form that the platform can provide，This dense display like the following is not very popular with doctors。

 

　  APP is easier to label to customer behavior than the website，Implementing quasi -ldquo; Big data & rdquo; analysis，Provide a personalized display bit，Help pharmaceutical companies dig deep into customer behavior。For example, the most common theme of the topic in the topic of user access and discussion topics，Accurately analyzes the attention of users to a disease or medicine，Push information according to the user's characteristics or do a survey。After the user expresses interest，Timely notify the pharmaceutical company to follow up offline，After finishing a real closed -loop marketing。For example, the real case below:

 

  The new generation app is more advantageous than the website in depth to restore medical scenes，Popularly to say that it is more clinical and closer，No longer the same news and information。For example, the medical records of the apricot wood forest、Medical Test Knowledge Base for Medical Library。Dr. Almonds is characterized by the communication of doctors and patients、Patient management and online and offline multi -point practice。Doctors can not only learn academic knowledge and operating skills，Can also obtain income through follow -up and consultation，Create a personal brand。Cut the doctor's pain point，Activation naturally wants to throw a single medical information platform several streets。

 

  There are many similar Internet platforms，Vertical Stake Sports BettingStake Sports BettingAPP, which focuses on a disease, is also a small partner that pharmaceutical companies can choose，There are many APPs active in the field of tumors and diabetes。Pharmaceutical companies can customize the content and method that suits them best from many functions，Of course, the effect is better than the old tooth loss lectures and information。In addition to learning and follow -up，Some APPs also do the functions such as commercialization and interactive scenes of medical and patient interactive scenes of medical chain products，For example, gene test，Great convenience patients，Realize multi -party win -win。

 

  Internet marketing for doctors and patients，Trusted doctor -patient relationship is prerequisite，Continuous doctor -patient operation can establish an effective doctor -patient value chain，This is the basis for many pharmaceutical companies to be effective in online marketing，Pure pursuit of clicks of clicks is not meaningful。

 

  Double Eleven online pharmaceutical care products sales are destined to create records，The online marketing of medicine is also an irreversible trend。We firmly look at medicine+Internet，Just need colleagues in the pharmaceutical industry to open their eyes to find the most suitable Internet partner。