From 2012 onwards, no matter whether it is indoor advertising or outdoor advertising, or even printed matter such as newspapers or magazines, micro-signals or two-dimensional codes have appeared. So Wechat Marketing began, and pharmaceutical companies are no exception.
According to statistics, as of March 2013, WeChat registered nearly 400 million registered users. Moreover, WeChat is affiliated with mobile phones and has opened up the boundaries between traditional telecommunications and mobile Internet, and has met the need for people to communicate and interact. The total number of mobile phone users in China exceeded 900 million. 3G networks, smart phones, and mobile Internet have become a major factor in the growth of mobile phone users. At the same time, the number of Internet users in China has reached 457 million, and the number of mobile Internet users is about 300 million. The number of smart terminals and mobile Internet access has increased. It has surpassed the number of Internet access for notebooks and fixed PCs. WeChat is a very popular mobile terminal communication software. It supports the sending of voice messages, videos, pictures and texts. It can also be used for group chat and real-time talkback. It is a very good marketing method.
It is understood that WeChat has five major advantages. First, one-on-one communication can directly communicate brand-emotion for each WeChat user. Secondly, the message is prompt and timely, and after sending out, the user will see the advertisement information through the mobile phone in time. Third, the ad placement is accurate. The diversity of WeChat marketing methods can be dedicated to WeChat users in a region or a certain location. Fourth, the cost is low, and WeChat marketing opportunities do not require too much investment. In terms of costs, it can be said that the cost performance is higher; Fifth, the operation threshold is low, and it can be operated without high technical content.
Compared with Weibo marketing, WeChat's greatest feature is accuracy. Weibo marketing only needs to write 140 characters, with a picture, or add a short link, and WeChat marketing needs content-bearing sites to display content that companies require to publish, for fans to read in depth, or to host websites and collect user information. .
In addition, Weibo marketing focuses on content writing, and WeChat marketing focuses on user interaction. The characteristics of microblogging transmission, the relay function allows a good segment to be accompanied by a tonic assistant. One day may be turned tens of thousands of times, while WeChat is different. In a good segment, you don't think it will spread wildly. Because it is a closed one-to-one communication channel. What the brand wants to do is to do a good job of interacting with fans and solving fan issues for each fan. Weibo marketing is only spread among fans, while WeChat marketing focuses on in-depth user services. Weibo marketing earns forwarding volume and eyeballs, while WeChat marketing focuses on providing customer service.
So, how will WeChat Marketing serve pharmaceutical companies? According to the author's research on WeChat marketing pharmaceutical companies can explore from the following aspects:
I. WeChat public account, display company and product brand WeChat public account mainly has real-time communication, message sending and material management. Through WeChat channels, the brand will be promoted to hundreds of millions of WeChat users, reducing promotional costs, increasing brand awareness and creating a more influential brand image.
At present, in the pharmaceutical industry companies, including Wechat Public Accounts, Buchang Pharmaceutical, Lingrui Pharmaceutical, Zhendong Pharmaceutical, Northeast Pharmaceutical, Qilu Pharmaceutical, Xiansheng Pharmaceutical, Minsheng Pharmaceutical, Yangzijiang Pharmaceutical, and Ma Yinglong Pharmaceutical have all opened WeChat public accounts. (Search for Public Account in WeChat "Add Friend" Search for "Pharma" or "Pharmacy" keywords). Among drug retailers, the WeChat public accounts have also been opened, including the People's Pharmacy, Huayuan Pharmacy, National Pharmacy, Shanghai Pharmacy, and Zhang Zhongjing Pharmacy. This is especially true of online pharmacies that have already implemented e-commerce. Such as: Golden Elephant Network, pharmacy network, happy people online drug points, good pharmacists online pharmacies, etc. (in the WeChat "add friends" in the "find the public account" search "pharmacy" or "pharmacy" or "pharmacy chain" keywords) .
The existing methods of corporate WeChat accounts mainly include drift bottles, shakes, location signatures, QR codes, open platforms, public platforms, voice information, and graphic and textual information. These methods have one thing in common. Particularly suitable for "push information." From the perspective of the medical enterprises that have opened WeChat, they will pull dealers into the WeChat camp. Enterprises can involve a few key employees to form a WeChat army. From the information released, mainly based on brand information, industry information, corporate activities, official websites, promotional activities, etc., in fact, are all set up a good platform for corporate propaganda, brand building, information push.
Wechat's marketing model is low-cost, highly adaptable, and easy to disseminate, and it is increasingly being taken seriously by various businesses. This flash sale method of two-dimensional codes not only facilitates the promotion and dissemination of business services, but also provides users with the most convenient way. The consumption channel will become the popular marketing method in the future. With 80, 90 gradually become the main group of consumers, the future of e-commerce is certainly a trend, companies will not abandon the network market, but will find business opportunities in the Internet. As mentioned above, online pharmacies that have already implemented e-commerce have opened WeChat public accounts. Such as: Golden Elephant, pharmacy network, happy people online drug points, good pharmacists online pharmacies.
WeChat Group is a WeChat multiplayer chat service launched by Tencent. After the group owner creates a group, he can invite friends or people with common interests to chat in a group. In addition to chatting within the group, you can also share pictures, videos, web sites, and more.
In view of the above characteristics of the WeChat group, pharmaceutical companies have gradually adopted Weixin Group as a new management tool. For example, in marketing teams, middle-level and above managers can establish a WeChat group for discussion, implementation, and notification of major marketing programs. Regional administrators can establish a WeChat group to exchange work, share successful cases, etc. Others can also establish, for example, “Market Department WeChat Group†and “Shandong University†according to the actual situation of the work and the content and nature of the work. District WeChat Group etc.
Individual operating instructions:
1. The group name can also be customized as follows: 1. Enter the group that you want to customize the name; 2. Click on the upper right button; 3. Enter the “detailed settingsâ€, the first “my group nickname†You can customize the group name. 2. Group chat shortcut @ Someone on Weibo, "@" has become the most convenient way to call someone. In WeChat, it is also possible to "@" other members of the group. And it's even simpler to implement. To be a person in the "@" group in WeChat, just press and hold the TA's picture and you can see that the name of the TA has appeared in the dialog box.
Fourth, the circle of friends, to achieve accurate marketing WeChat's circle of friends is already a platform for many people to share their lives. Different from Weibo's media, or QQ space, talk, and the like, the circle of friends pays more attention to the sharing between the friends. Therefore, the circle of friends in WeChat has a certain degree of familiarity with the two sides, and the stickiness is better. Naturally, the attention of the other party is higher, and marketing is more accurate.
The circle of friends in Wechat can also push information related to the company and products, especially the newly listed products, and can be edited into soft texts with product-related pictures, sent in a circle of friends, and the results will be very good. The author once handled a case: the company's new mosquito repellent stickers were released at the end of May. According to the product characteristics and the needs of the target group, the author wrote a soft article about the product, “Mosquito repellent order†in the anti-mosquito wars in WeChat. The circle of friends was released, and they immediately followed my colleagues, customers, and friends (fans) for comment and forwarding. Formed a good publicity effect, the current good sales of the product.
Individual operating instructions:
A circle of pure text messages sent by a friend: The fact that a plain text message is sent is actually the word “long pressâ€. Enter WeChat - Friends - Friends Circle, usually send friends circle information is click on the top right of the camera button, and then enter the screen selection interface. In fact, in this step, we only need to press and hold the camera button (for about one second) to send pure text directly.
Throughout these years, there have been many forms of marketing for pharmaceutical companies, and there are no shortages of successful examples. In fact, before the advent of Weibo and WeChat, high-quality media resources were basically monopolized by television, radio, newspapers, magazines, and portals. In general, the company’s major marketing activities were basically spread through the above traditional media platforms. Advertisements, channels, terminals, promotions are no doubt the main means of sales. At present, micro-marketing based on Weibo, Wechat, and QR codes is very hot, and many pharmaceutical companies are showing eager attitudes. The number of companies using WeChat in the pharmaceutical industry is gradually increasing, but most of them are still in the preliminary application stage. With the further upgrade of WeChat functions and people’s dependence on WeChat, WeChat Marketing will see more and more successful cases in pharmaceutical companies. Pharmaceutical companies will also complete everything from market research to customer management, customer service, sales payment, old customer maintenance, and new customer excavation on WeChat.
According to statistics, as of March 2013, WeChat registered nearly 400 million registered users. Moreover, WeChat is affiliated with mobile phones and has opened up the boundaries between traditional telecommunications and mobile Internet, and has met the need for people to communicate and interact. The total number of mobile phone users in China exceeded 900 million. 3G networks, smart phones, and mobile Internet have become a major factor in the growth of mobile phone users. At the same time, the number of Internet users in China has reached 457 million, and the number of mobile Internet users is about 300 million. The number of smart terminals and mobile Internet access has increased. It has surpassed the number of Internet access for notebooks and fixed PCs. WeChat is a very popular mobile terminal communication software. It supports the sending of voice messages, videos, pictures and texts. It can also be used for group chat and real-time talkback. It is a very good marketing method.
It is understood that WeChat has five major advantages. First, one-on-one communication can directly communicate brand-emotion for each WeChat user. Secondly, the message is prompt and timely, and after sending out, the user will see the advertisement information through the mobile phone in time. Third, the ad placement is accurate. The diversity of WeChat marketing methods can be dedicated to WeChat users in a region or a certain location. Fourth, the cost is low, and WeChat marketing opportunities do not require too much investment. In terms of costs, it can be said that the cost performance is higher; Fifth, the operation threshold is low, and it can be operated without high technical content.
Compared with Weibo marketing, WeChat's greatest feature is accuracy. Weibo marketing only needs to write 140 characters, with a picture, or add a short link, and WeChat marketing needs content-bearing sites to display content that companies require to publish, for fans to read in depth, or to host websites and collect user information. .
In addition, Weibo marketing focuses on content writing, and WeChat marketing focuses on user interaction. The characteristics of microblogging transmission, the relay function allows a good segment to be accompanied by a tonic assistant. One day may be turned tens of thousands of times, while WeChat is different. In a good segment, you don't think it will spread wildly. Because it is a closed one-to-one communication channel. What the brand wants to do is to do a good job of interacting with fans and solving fan issues for each fan. Weibo marketing is only spread among fans, while WeChat marketing focuses on in-depth user services. Weibo marketing earns forwarding volume and eyeballs, while WeChat marketing focuses on providing customer service.
So, how will WeChat Marketing serve pharmaceutical companies? According to the author's research on WeChat marketing pharmaceutical companies can explore from the following aspects:
I. WeChat public account, display company and product brand WeChat public account mainly has real-time communication, message sending and material management. Through WeChat channels, the brand will be promoted to hundreds of millions of WeChat users, reducing promotional costs, increasing brand awareness and creating a more influential brand image.
At present, in the pharmaceutical industry companies, including Wechat Public Accounts, Buchang Pharmaceutical, Lingrui Pharmaceutical, Zhendong Pharmaceutical, Northeast Pharmaceutical, Qilu Pharmaceutical, Xiansheng Pharmaceutical, Minsheng Pharmaceutical, Yangzijiang Pharmaceutical, and Ma Yinglong Pharmaceutical have all opened WeChat public accounts. (Search for Public Account in WeChat "Add Friend" Search for "Pharma" or "Pharmacy" keywords). Among drug retailers, the WeChat public accounts have also been opened, including the People's Pharmacy, Huayuan Pharmacy, National Pharmacy, Shanghai Pharmacy, and Zhang Zhongjing Pharmacy. This is especially true of online pharmacies that have already implemented e-commerce. Such as: Golden Elephant Network, pharmacy network, happy people online drug points, good pharmacists online pharmacies, etc. (in the WeChat "add friends" in the "find the public account" search "pharmacy" or "pharmacy" or "pharmacy chain" keywords) .
The existing methods of corporate WeChat accounts mainly include drift bottles, shakes, location signatures, QR codes, open platforms, public platforms, voice information, and graphic and textual information. These methods have one thing in common. Particularly suitable for "push information." From the perspective of the medical enterprises that have opened WeChat, they will pull dealers into the WeChat camp. Enterprises can involve a few key employees to form a WeChat army. From the information released, mainly based on brand information, industry information, corporate activities, official websites, promotional activities, etc., in fact, are all set up a good platform for corporate propaganda, brand building, information push.
Wechat's marketing model is low-cost, highly adaptable, and easy to disseminate, and it is increasingly being taken seriously by various businesses. This flash sale method of two-dimensional codes not only facilitates the promotion and dissemination of business services, but also provides users with the most convenient way. The consumption channel will become the popular marketing method in the future. With 80, 90 gradually become the main group of consumers, the future of e-commerce is certainly a trend, companies will not abandon the network market, but will find business opportunities in the Internet. As mentioned above, online pharmacies that have already implemented e-commerce have opened WeChat public accounts. Such as: Golden Elephant, pharmacy network, happy people online drug points, good pharmacists online pharmacies.
WeChat Group is a WeChat multiplayer chat service launched by Tencent. After the group owner creates a group, he can invite friends or people with common interests to chat in a group. In addition to chatting within the group, you can also share pictures, videos, web sites, and more.
In view of the above characteristics of the WeChat group, pharmaceutical companies have gradually adopted Weixin Group as a new management tool. For example, in marketing teams, middle-level and above managers can establish a WeChat group for discussion, implementation, and notification of major marketing programs. Regional administrators can establish a WeChat group to exchange work, share successful cases, etc. Others can also establish, for example, “Market Department WeChat Group†and “Shandong University†according to the actual situation of the work and the content and nature of the work. District WeChat Group etc.
Individual operating instructions:
1. The group name can also be customized as follows: 1. Enter the group that you want to customize the name; 2. Click on the upper right button; 3. Enter the “detailed settingsâ€, the first “my group nickname†You can customize the group name. 2. Group chat shortcut @ Someone on Weibo, "@" has become the most convenient way to call someone. In WeChat, it is also possible to "@" other members of the group. And it's even simpler to implement. To be a person in the "@" group in WeChat, just press and hold the TA's picture and you can see that the name of the TA has appeared in the dialog box.
Fourth, the circle of friends, to achieve accurate marketing WeChat's circle of friends is already a platform for many people to share their lives. Different from Weibo's media, or QQ space, talk, and the like, the circle of friends pays more attention to the sharing between the friends. Therefore, the circle of friends in WeChat has a certain degree of familiarity with the two sides, and the stickiness is better. Naturally, the attention of the other party is higher, and marketing is more accurate.
The circle of friends in Wechat can also push information related to the company and products, especially the newly listed products, and can be edited into soft texts with product-related pictures, sent in a circle of friends, and the results will be very good. The author once handled a case: the company's new mosquito repellent stickers were released at the end of May. According to the product characteristics and the needs of the target group, the author wrote a soft article about the product, “Mosquito repellent order†in the anti-mosquito wars in WeChat. The circle of friends was released, and they immediately followed my colleagues, customers, and friends (fans) for comment and forwarding. Formed a good publicity effect, the current good sales of the product.
Individual operating instructions:
A circle of pure text messages sent by a friend: The fact that a plain text message is sent is actually the word “long pressâ€. Enter WeChat - Friends - Friends Circle, usually send friends circle information is click on the top right of the camera button, and then enter the screen selection interface. In fact, in this step, we only need to press and hold the camera button (for about one second) to send pure text directly.
Throughout these years, there have been many forms of marketing for pharmaceutical companies, and there are no shortages of successful examples. In fact, before the advent of Weibo and WeChat, high-quality media resources were basically monopolized by television, radio, newspapers, magazines, and portals. In general, the company’s major marketing activities were basically spread through the above traditional media platforms. Advertisements, channels, terminals, promotions are no doubt the main means of sales. At present, micro-marketing based on Weibo, Wechat, and QR codes is very hot, and many pharmaceutical companies are showing eager attitudes. The number of companies using WeChat in the pharmaceutical industry is gradually increasing, but most of them are still in the preliminary application stage. With the further upgrade of WeChat functions and people’s dependence on WeChat, WeChat Marketing will see more and more successful cases in pharmaceutical companies. Pharmaceutical companies will also complete everything from market research to customer management, customer service, sales payment, old customer maintenance, and new customer excavation on WeChat.
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