During the whole day of August 20, Yunnan Baiyao brought a total of 4 live broadcast feasts, which caused a strong response from the public. A total of 11 million views and 10.7 million likes of the 4 live broadcasts. This fully shows that everyone attaches great importance to their own health and the quality of medicines. The spreading influence of energy also reflects the popularity of Yunnan Baiyao aerosol in Chinese households. This is a successful case of enterprise live marketing.
Live marketing. Live marketing refers to the marketing method of producing and broadcasting programs at the same time as the event occurs and the development process. This marketing activity uses the live broadcast platform as the carrier to achieve the goal of the company's brand promotion or sales growth. In fact, live broadcast marketing is not uncommon in the current rapid development of the Internet, but it is rare for well-known pharmaceutical companies to do live broadcast marketing.
The live marketing of Yunnan Baiyao is just a typical case of the transformation of the marketing model of pharmaceutical companies. In fact, there are many different marketing models in the pharmaceutical industry, and sales control is a popular marketing method for general drug companies, especially those with OTC products as their main products.
Traditional sales control mode is very limited
The controlled sales model is actually the general drug or OTC company combing through the product line, through the promotion value or branded single product or product group, the channel, terminal, price, coverage, promotion activities, salesperson behavior, etc. Controlled marketing is to stabilize market prices, increase terminal sales enthusiasm, improve drug sales quality and sales volume, and avoid terminal dumping at low prices, fleeing goods, and disorderly prices.
At a time when the marketing model of Harbin medicine-style advertising bombing, channel flushing, and terminal distributing can better complete the marketing performance, the sales control marketing represented by Sunflower Pharmaceutical, Xihua Pharmaceutical, Renhe Pharmaceutical, etc. The model has become a life-saving straw for most pharmaceutical companies. The controlled sales model has existed for a long time. Many pharmaceutical companies are trying to use the controlled sales model for drug marketing, but there are not many that are really successful. Therefore, controlled sales also have certain limitations.
Not any pharmaceutical company is suitable for controlling sales. This is from the perspective of pharmaceutical company products, market layout, and sales team. Because some pharmaceutical companies only know a little about controlling sales, they havetily adopted the controlled sales model, which unexpectedly reduces cooperative business Quantity, reduce the number of terminals, change the receivables to pay first, and impose price restrictions, which will cause the previous receivables to suddenly enlarge, and some receivables may even become dead accounts. The selected partner may also choose a large chain pharmacy. The result is that the small terminal is not done, and the big terminal is gone.
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