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Pharmaceutical products, healthcare products packaging theoretical analysis (2) - medical products, health products, packaging - pharmaceutical indust

Here, we need a clear concept: Medicine Theory of product packaging, with the so-called product selling point the same? We believe that both are quite different.

  Products selling single, simple theory of product packaging, the system, in-depth; selling pharmaceutical products should be the correct theory of its product packaging Accumulate and can not stand this. Theory package includes selling products, while selling the product packaging is no substitute for theory.

Instance, we long ago as the Golden Lily for Concentrated Liquid Plan Time to design a "clear lung drug charges," the theory of packing a hit. If "clear pulmonary drug charges" as a selling point, although some reluctantly, but not can not. The key is that we have put forward a set of golden lilies Why can clear the lungs Opium of the complete scientific theory, and this is not a product selling can be answered or replaced. Therefore, not simply to the theory of alternative packages selling point, especially for scientific, rigorous requirements unusually high medical products and Health Products .

The same time we must note that on the packaging of pharmaceutical products in theory, not simply duplicate the existing functions of medical principles and products, but tracking the latest developments in the medical world trends and developments, through the most advanced medical theory and the theory of life science grafted, resulting in line with the product characteristics of the new theoretical system, thus completing the medical products, health products on the overall significance of the theory of packaging, the product thus leap to a higher level or lead. This kind of professional, scientific, high skill requirements planning, not a sudden, the selling point that could be thought inspired style, replace and done. This is also the medical products, health products Marketing Herein lies the uniqueness of planning law.

Theory of packaging products to deepen pharmaceutical products, health products packaging law theory, which I published in 1997, "Chinese medicine products, health products Successful Marketing Law and case analysis "for the first time made. After 5 years, I have found that almost all of medicine, health care products in the promotion when they have noticed that. What "factor", and "nuclear energy", and "biological engineering" and so on. With the very abuse, not use clever. The root causes are not so clever, that they package the product theory simplified this complex issue.

In principle, the product theory of packaging, packaging is better than no more than strong, but the theory is not holding a new packaging concept bluffing or simply deal with, but to have it operate as systems engineering. Particularly in the concept of operation, must learn what is known to consumers and they understand, trust things to come together in this way can make the products should have set off waves theory. If you provide or publicity, is not new theories, new concepts, but threw a piece of the consumer Stone ! As a business, you throw stones at "God", then how can the market outcome is not a mess?

So I think the deepening of the product theory, system problems, and in general contact person tied to the marketing integration process was a useful experiment.

Tied to common contact is general in Shenyang, a drug company's products, the company I was in charge of marketing planning. This is a GMP certified by, from a high of enterprises, but no new products. However, both companies and teams can not wait, had to sell the old medicine new marketing ahead. Thus, based on years of planning, marketing experience, I took a group of people, began to implement the relevant strategies step by step:

First step: to the product name from the trademark P-tying contact, in order to get rid of old medicine Color And with the possession of such generic drugs manufacturers pull away for the Advertisement Log market conditions.

Second step: a lot of market and survey research to find a breakthrough. In the province Library Shenyang Pharmaceutical University Library received several information for us to break through the implementation of scientific evidence provides strong.

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