Planning effective promotion is becoming a bottleneck in OTC marketing

OTC Marketing has the famous "Iron Triangle Law": advertising + terminal education + promotion activities, but few companies can do these three aspects at the same time.

To achieve effective service to the terminal, a sufficient number of personnel are required to provide services first, and more pharmaceutical companies only place one OTC representative in an area during the process of personnel configuration, which inevitably severely restricts the terminal service mode. For example, Xi'an Jansen's service to the terminal, due to the lack of sufficient personnel, the services in many areas are not in place, and the services of retail terminals are difficult to penetrate deeper into the market. They can only be driven by branding and control of business. OTC's support, this is an important reason why Xi'an Jansen has not broken through and broke out in the OTC field.

OTC marketing includes two aspects: “push and pull”. Due to the large number of terminals, it is difficult to achieve promotion of each terminal, which involves high costs and labor costs. It is critical to use advertisements to drive consumers to purchase names in terminals. In many cases, heavy advertising is a natural and light service, prompting terminal services to be "insufficient."

Terminal services of enterprises often use “terminal centralized education” to gather together the responsible persons and salespersons of different terminals in the form of symposiums to carry out product education and emotional contact, and do not reflect the differences and focus on different terminals. As a result, the terminals that have undergone collective education have not maintained a significant increase in sales volume, although they have been maintained in customer relations. Terminal education has become a must-do and part of OTC marketing, but it has done little. In fact, to do terminal education is like love, different methods and priorities must be different for different objects, in order to allow the terminal to feel: This is for me. Only when the terminal really feels that it is concerned will it help you to think of ways and efforts to increase sales.

There are two ways to promote a terminal: one is for the terminal itself, and the other is for the consumer. At present, there is a general lack of planning for consumer promotion activities, and implementation is even more biased. Now, many OTC marketers in enterprises have many confusions about how to directly communicate the value of products to consumers. There is no method and lack of trial. Simcere has tried to conduct consumer-oriented bone density testing in Wuhan, although regional sales appear Good growth, but not enough attention has been paid within the company. More regions have not been promoted and applied. How to plan effective promotion is becoming a bottleneck in OTC marketing. At that time, Bai Xiaodan’s dazzling yellow in the terminal and the community has become history, and is also becoming a regret for OTC marketing.