Han Lin's defeat reflects a financial embarrassment akin to 40 states, not only will the roll never happen again, but premature mortality may occur due to strong negative word of mouth. However, the effect of Han Lin's breakdown and this kind of aftermath from a deadly crisis of confidence in the entire pharmaceutical and health products industry today makes us question how we can now win the trust of consumers and persuade them to use these products long-term? The most sensible approach for Han Lin is to find one of the most therapeutic advantages among many lipid laboratory markers, such as high-density cholesterol, and then focus on highly publicizing its efficacy. This will put other competitors into an awkward position. Thus, Han Lin may blaze a new trail amidst tight encirclement.
We do not deny that advertising plays a unique role in marketing, especially in healthcare product marketing. But if the creation of a brand is solely because of advertising, you may regret it later as your brand might enter a misunderstanding. Mrs. Medicine relied on successful advertising operation and touched thousands of women. Wife oral medicine and health products advertising is a classic in healthcare marketing. Healthcare marketing is not just about advertising. The success of wife oral solution depends on the cognition and attention of the consumers regarding the corresponding symptoms and cannot be separated from the integrated marketing strength of the wife’s brand.
In the absence of good market bedding, Han Lin Ching-fat followed the one-sided wife oral idea - television advertising held up high to play, straight to the point, alone, putting on TV at the end of 2001 with more than 10 million advertising costs. Meanwhile, the science education of lipids knowledge and product marketing efforts were not in place. After seeing the ads, how many people in the target population know about Han Lin fat? Not much. More people remember Simon Yam.
The stealth characteristics of the lipid-lowering market doomed the ad to be ineffective. Rational men must understand the hazards of hyperlipidemia and their own sense of crisis, which may lead to trying to buy. Han Lin fat in the promotion of late may also be aware of this transformation, advocating strategy through newspapers and consumer depth of communication, but the new ads are still clumsy and lack sharpness.
Unresponsive to changes in the industry, there is an old saying that goes: because of potential changes. Change to solution a long time, General unchanged would only come crashing or even abandoned by the era. Han Lin fat listed setback is not an isolated incident. Since nearly three afternoon on the market, there have been rare successful listings of new health care products. Sea dry medicine sea one thousand Jinzun, Yangshengtang reduction capsule, all costly promotions have been hard going since 2000 when the health care industry faced calcium overheating outbreaks. The living environment of the industry as a whole has undergone fundamental changes with government management becoming tough, fast channel changes, rising media costs, industry competition, and increasingly rational consumers. These factors have accumulated sufficient quantitative changes into the qualitative era for health care products.
In this situation, all health products industries face the question: How to achieve precise positioning? How to design a clearer image of the product? How to design a more convincing concept? How to make advertising more lethal? How to save on promotion costs? To solve these problems, we must bid farewell to the extensive marketing model of health care products. Bombarding with advertisements to skyrocket sales has gone by. If the previous industry belief was extensive, Han Lin started the markets following the wife oral, meditation, and oral liquid fighting routine listing without a clear understanding of industry changes, making frustration inevitable. As an evergreen tree of the health care industry, his wife medicine created a myth of health crystal. But this time, his wife no longer writes a myth. Village in Mrs. drug, tens of millions of dollars is not the loss they can't afford, but the frustration of the Han Lin fat really gave it times a painful lesson.