With the release of limited orders and limited entertainment orders, the review of medical advertisements has become more rigorous, and media prices have continued to rise. The use of Internet marketing has become an inevitable reality for many companies, especially as new media have emerged in the field of communications and pharmaceutical companies are facing Marketing transformation.

In fact, many companies have already taken the first step to use new media such as search engines, WIKI, Weibo, and forums for marketing. However, they also encountered many problems in the new media marketing process, such as which media should be selected for delivery, what kind of content should be delivered in different media, what kind of means to use for marketing, and how to evaluate the effect. How do you specifically solve these problems?

First, it is necessary to explore the decision path for consumers to choose pharmaceutical products based on new media. When consumers become ill, they would like to hear the expert's diagnosis advice for the first time. They usually use search engines and question-and-answer media to search for and search for experts on the Internet according to their symptoms. Then they use the drugs recommended by the experts. Choice, during which consumers will use the Internet to understand the comparative information of drugs and the reputation of each drug consumer to make a final decision. However, there are also some consumers who use the Internet to search for and inquire about drugs that can effectively treat diseases. After getting recommendations from other patients for their use of drugs, they again use the Internet for comparison and decision-making.

After understanding the decision path for consumers to take advantage of the new media, marketing strategies have become clearer, namely "tree prestige," "strong recommendation," and "concern." Specifically, it establishes the authority of medical products through the strong association between experts and medicines at the front of consumer decision-making, directly guides selection through engine influences and Internet users' word of mouth, purifies the network public opinion environment at the back end of decision-making, and maintains a positive image of drug products. Eliminate consumer purchase concerns.

After that, drug companies can deliver content of interest to each media contact in the consumer decision-making process based on their strategy. However, due to the differences in the distribution properties of new media and traditional media, the new media publishing methods such as search engines and WIKI cannot effectively transfer information. Therefore, pharmaceutical companies need more ways of communication to conduct marketing:

First, SEO + M - expert information engine comprehensive coverage, consumers in the search for related experts and drugs when the pharmaceutical company's own real experts recommend and drug efficacy recommendations; the second, ECRM - medicines, consultation consultation information accurate Reply. A large number of consumers seek medical advice through WIKI. The pharmaceutical company must first find the type of medical consultation for netizens consulting for medical services. The reply area should be implanted with experts to recommend drug information and guide consumers to choose the right one. The third type, EPR - the whole network reputation Publicity forms a deep memory of users for experts, drug brands, and medical institutions. Fourth, public opinion management—maintains the image of the brand product in a comprehensive manner, controls the public opinion in real time in real time, thoroughly purifies the network environment, and protects the reputation of users of experts and medical institutions. Enhance brand image.

In the future, national policies will gradually open up the pharmaceutical market, pharmaceutical companies will also increase investment in the new media marketing field, and new media will be more diverse in marketing methods, eventually forming a diversified digital marketing system for the media. Therefore, it is It is very necessary for the drug companies that have obtained such gains to prepare for new media marketing and accumulate more successful experiences through actual combat.