On Pharmaceutical Products, Health Care Products Packaging Theoretical
Of pharmaceutical products, health care products packaging theory , there are several aspects of the law we need to , inter alia: 1 , generate new theory of pharmaceutical products , not only to consider the psychological factors of consumers, but also consider the various elements of the political, social , and cultural ; 2 , generate new theory of pharmaceutical products must have theoretical rigor medical , scientific , authenticity and advanced, while the effectiveness and functionality of the product match. The new theory can be used to verify the clinical data for the best . 3 , generate new theory of Chinese medicine products , you need to take over the theory of Western medicine with traditional Chinese medicine combined with specific product attributes would like to produce a new concept . 4 , pharmaceutical products and new theory purports after the occurrence of a significant impact , must have sufficient funds for their campaign, otherwise known due to the low level of new theories can not produce the desired effect . Meanwhile, from a historical point of view , almost all far-reaching theory and cognitive processes need to penetrate a certain time , so entrepreneurs should have the courage of patience plus psychologically prepared to have a strong heart . 5, the new theory of medical products , and product advertising language is not identical. That advertising parlance can make a new theory of the product may or may not involve a new theory of the product. But in any case , the new theory of pharmaceutical products is differentiated and market value of the product lies. Theoretical packaging strategy of pharmaceutical products , pharmaceutical products on the market to develop a positive and effective weapon. He will quickly enhance the taste , quality , value and market value-added products , and to impress consumers . Into the product from the hot -selling . The bare , single function propaganda will not have this multiplier effect , but also the loss of advertising money and then the inevitable . At the same time , from product development, product image perspective , further elaborated pharmaceutical products, the theoretical importance of health care products packaging . As we all know , the vast majority of China 's pharmaceutical products are fabricated and replication. This reality is equal to declare: Chinese pharmacology and efficacy of pharmaceutical products is basically a lack of demand and market operators will have fixed components , with little market factors. For product planning is also conducted on this basis . The current situation abroad is plastic packaging design : from the beginning stages of product development , market research has started to intervene , looking for unmet consumer demand ; while drugs into Phase III clinical products the latest and most prominent indications have been a lot of research determined on the basis and give favorable support clinical research and practice , etc., thus forming a preliminary inspection from theory to clinical data readily available to new products. From this perspective , we recognize that medicine, health care products packaging theory , after having strong hair, pale man and limitations , but in the present circumstances clear plastic packaging , no way is the best way . As the Chinese pharmaceutical products , but less -developed process , which can not be obtained in the process of marketing and support clinical research , and only a single public support . In this vac tray case , if they plastic packaging are not trying to find the availability of product development part , and give a strong package , but only focus on the function of the existing promotional products , companies and products will inevitably fall into the quagmire of the following : 1 , giving a lack of product differentiation , the starting point is too low of a sense of vitality and competitiveness of the products will be significant legislation weak. 2, the product segmentation is not in place, unable to find gaps in the market , it is difficult row to scale. 3 , because the product is no difference , no features , so poor as creative advertising, on the amount of promotional sharply higher requirements on publicity necessarily invested enterprises increased endlessly . 4 , such a product, the dealer does not love , consumers do not love , eventually leading to the market does not love , out of a dead one . Obviously the manufacturers are reluctant to see these phenomena , but the lack of a solution. On the other hand , from the sustainable development of enterprises , access to long-term interests of the angle of view, the relationship between businesses and customers rely on to maintain ? Now most companies that rely on relationships. In essence, this means not only not unique marketing , not longevity . Because of who will do replacement will intervene at any time . At the same time , it will not only make things difficult for the breeding business -to-business , make it easier for corporate sales lifeblood rests in the hands of a few companies clerk . Once the clerk accident occurred , the company's sales chain will be interrupted . So strong emphasis on advanced enterprise is to establish the image of doctors, pharmaceutical products customers , and enhance its product liking , and establish long-term and stable trade partnerships with our plastic box customers. Established drugs image, enhance the degree of goodwill and not an end , but only a means . The real purpose is to promote the sale , so the doctor with your medicine. To achieve this goal, there is no theoretical product packaging, not highly accurate , novel features and express the concept of the product is absolutely impossible . That's why we repeatedly stated purpose from many sides lies pharmaceutical products , health products packaging theoretical value and importance . Here, we need to clear a concept : theoretical packaging of pharmaceutical products , with clamshell packaging the so-called product selling same? We believe that a considerable difference between the two . Product selling single , simple, product packaging system theory , in-depth ; pharmaceutical products should be correct selling its product packaging Accumulate theory but not divorced from this . Theoretical package contains the product's selling point , but the product was not selling alternative theories packaging. For example, we long ago when Lily was concentrated liquor to plan, to design a "clear lung drug charges " theory package , received by the market . If the " clear lung drug charges " as a selling point , though reluctantly, but it is not impossible . The key is that we have put forward a set of gold lily Why can remove a complete and scientific theories pulmonary drug charges , and selling products that can not be answered or replaced. Therefore , we can not simply theoretical alternative to selling packaging , especially for scientific , rigorous requirements of unusually high medical products and health products. We must also note that on the packaging of pharmaceutical products theoretically , not simply repeat the existing medical theory and product features , but to track the latest trends and trends in the world of medical development , through the most advanced medical and life science theory theories grafting , the characteristics of the product that meets the new theoretical system , thus completing pharmaceutical products, health care products packaging comprehensive theoretical sense, the product thus leap to a higher level or leadership. This kind of professional, scientific, planning skill demanding , not a sudden inspiration can think selling style , substitute and finished . This is also the pharmaceutical products, health care products unique laws of marketing planning lies. ?Product packaging deepen the theoretical Pharmaceutical products, health care products packaging law theory was first proposed I published packaging design "China's pharmaceutical products , health products successful marketing research and case law analysis " in 1997 when . After a lapse of five years, I found that almost all of medicine, health care products in the publicity have noticed it . What " factor" , and " nuclear " , and " bio-engineering " and so on . With a very indiscriminate use is not clever. Not so clever fundamental reason is that they package the product theory simplifies this complex problem . From the principle that there are theoretical product packaging, the packaging is better than no more strong , but the theory is not holding a new packaging concept bluffing or simply deal with , and make it work as a system works. Especially in the operation of the concept , consumers must learn to put things known and their understanding, trust things to come together , so can make the product should have set off waves theory . Otherwise, you provide or promote , it is not a new theory , a new concept, but a stone thrown at the consumer ! As a merchant , you stoned "God ", and that the results can not help the market mess ? So, I think the deepening problem of product systems theory, and personally tied to the S & P integrated network marketing process a useful attempt. Poor network is tied to a company in Shenyang generic drugs products , I was in charge of planning the marketing work in this company . It is a GMP certification , a high starting businesses, but no new products. But the company and the teams are not so old and had to sell a new drug marketing one step ahead. Thus, based on years of planning, marketing experience , I led a group of people to start step by step implementation of relevant strategies : The first step: the trade name tied to the product from Cape networks, generic drugs to get rid of the old color , and with the manufacturers of generic drugs have this pull away , hit the market and create conditions for the advertising . Step two: a lot of market research and research , to seek a breakthrough . In the provincial library , several data Shenyang Pharmaceutical University Library acquired for us to implement breakthrough provides a strong scientific evidence. The plastic packaging box third step : the product of the theoretical packaging. On the basis of plastic trays the product's features are divided into four areas , according to the product 's efficacy and characteristics, first proposed "combined thrombolysis, vascular smooth " the new theories and concepts. After performing other marketing supporting the work finished product hit the market . Tel nearly a hundred a day . I am not satisfied , I feel outstanding heat . At this point, I began to think deeply in-depth theoretical questions packaging , thinking how to get consumers to products with their theory known, trusted things together, and through other means of integration, strengthening the theory. To this end, I played two cards : 1, the theoretical combination with thrombolytic dissolve gold ' aqua ' grouped together , and using my identity for Drug Evaluation Expert Committee of China Association of Chinese Medicine , published in the local newspaper , " he found a thrombolytic ' aqua regia ' "interview article. This paper focuses on explaining the point that "True gold fears fire " , talking about gold insoluble , but the combination of nitric acid and concentrated hydrochloric acid to back together , dissolved gold easy, it is called ' aqua ', tied dissolved Pu network thrombosis also stressed portfolio , so its efficacy prominent exception ! This time consumers understand, listen to understand , Tel instantly soared to over 300 , increased nearly five times ! Product sales have skyrocketed. 2 , the formation of large-scale specialist clinic group. Find the most trusted consumer province four renowned experts in the hospital , clinic for the consumer , as " a combination of thrombolysis " theory drum cheer . It really can be used for two days packed to describe the patient sitting in the train to come to see a doctor abroad . . Tied Cape envelope 1 5 months after the listing , advertising on the back section begins with flat , two words to describe the entire sales momentum available : fire, fierce. Through a network of plug & Poor planning and marketing process, I deeply appreciate: the theory proposed product packaging and concepts, not only on paper , or just as a slogan Qu Han . It must be turned into the consumer mind and demand docking password , you can become certified in all aspects of the favorable facts. Only in this way can we truly become a leader in product marketing theory practice , generic drugs are to board the big stage , proudly sing opera !
|
|
