項(xiàng)目九醫(yī)藥產(chǎn)品促銷策略ProgramPharmaceuticalProductPromotion

項(xiàng)目九醫(yī)藥產(chǎn)品促銷策略Program9PharmaceuticalProductPromotionStrategy醫(yī)藥產(chǎn)品，廣告，營(yíng)業(yè)推廣，公共關(guān)系，人員推銷等策略Pharmaceuticalproducts,advertising,salespromotion,publicrelations,personnelpromotionandotherstrategies醫(yī)藥產(chǎn)品促銷方式的特點(diǎn)和選擇Characteristicsandselectionofpharmaceuticalproductpromotionmethods促銷和促銷組合的含義及各種促銷方式的作用Meaningofpromotion,meaningofpromotionmix,andfunctionsofvariouspromotionmethods掌握Master熟悉Familiar了解Know學(xué)會(huì)Learn運(yùn)用醫(yī)藥產(chǎn)品促銷理論進(jìn)行案例分析，制訂醫(yī)藥產(chǎn)品促銷方案Usepharmaceuticalproductpromotiontheorytomakecaseanalysisanddeveloppharmaceuticalproductpromotionplan思維導(dǎo)圖MindMap任務(wù)三

醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣策略Task3PharmaceuticalProductSalesPromotionStrategy一、醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣內(nèi)涵I.ConnotationofPharmaceuticalProductSalesPromotion（一）醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣的概念(i)ConceptofPharmaceuticalProductSalesPromotion醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣Pharmaceuticalproductsalespromotion銷售促進(jìn)Salespromotion醫(yī)藥企業(yè)運(yùn)用各種短期誘因鼓勵(lì)消費(fèi)者和中間商購(gòu)買、經(jīng)銷或代理企業(yè)產(chǎn)品或服務(wù)的促銷活動(dòng)Promotionactivitiesinwhichpharmaceuticalenterprisesuseavarietyofshort-termincentivestoencourageconsumersandmiddlementobuy,selloragenttheirproductsorservices營(yíng)業(yè)推廣是人員推銷、廣告、公共關(guān)系相并列的四種促銷方式之一，是構(gòu)成促銷組合的一個(gè)重要方面Salespromotionisoneoffourwaysofsalespromotion,whichincludespersonalselling,advertisingandpublicrelations,andisanimportantpartofpromotionmix一、醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣內(nèi)涵I.ConnotationofPharmaceuticalProductSalesPromotion（二）醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣的特點(diǎn)(ii)CharacteristicsofPharmaceuticalProductSalesPromotion針對(duì)性強(qiáng)、促銷效果Strongpertinence,promotioneffect一I非正規(guī)性和非經(jīng)常性Non-formalandnon-recurrent二II短期效果Short-termeffect三III風(fēng)險(xiǎn)性Risk四IV二、醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣方式II.PharmaceuticalProductSalesPromotionMethods（一）針對(duì)消費(fèi)者的醫(yī)藥營(yíng)業(yè)推廣(i)PharmaceuticalProductSalesPromotionAimedatConsumers贈(zèng)送樣品Freesample

1折價(jià)券或積分卡Couponorloyaltycard2有獎(jiǎng)銷售Prize-givingsales3商品示范Commoditydemonstration4現(xiàn)場(chǎng)交易會(huì)On-spottradefair5二、醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣方式II.PharmaceuticalProductSalesPromotionMethods（一）針對(duì)中間商的醫(yī)藥營(yíng)業(yè)推廣(i)PharmaceuticalProductSalesPromotionAimedatMiddlemen購(gòu)買折扣Purchasediscount1推廣津貼Promotionalallowance2銷售競(jìng)賽Salescontest3藥交會(huì)Medicinefair4人員培訓(xùn)Personneltraining5二、醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣方式II.PharmaceuticalProductSalesPromotionMethods（一）針對(duì)醫(yī)療機(jī)構(gòu)的醫(yī)藥營(yíng)業(yè)推廣(i)PharmaceuticalProductSalesPromotionAimedatMedicalInstitutions折扣Discount1學(xué)術(shù)支持Academicsupport2公司紀(jì)念品Corporatesouvenir3三、醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣策略III.PharmaceuticalProductSalesPromotionStrategy(一）醫(yī)藥營(yíng)業(yè)推廣方案的內(nèi)容(i)Contentofpharmaceuticalsalespromotionplan刺激規(guī)模Stimulusscale參與者的條件Conditionsforparticipants推廣的持續(xù)時(shí)間Durationofpromotion分發(fā)的途徑Distributionway推廣時(shí)機(jī)Promotiontime推廣總預(yù)算Totalpromotionbudget三、醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣策略III.PharmaceuticalProductSalesPromotionStrategy（二）醫(yī)藥營(yíng)業(yè)推廣方案的基本格式(ii)BasicFormatofPharmaceuticalProductSalesPromotionPlan活動(dòng)主題Activitytheme向某高校教職工拜年NewYear'sgreetingstothefacultyofacollege活動(dòng)主旨Activitygist整合并提升“補(bǔ)鈣制劑”的品牌形象，彰顯實(shí)力與品牌形象結(jié)合，增添品牌附加值。樹(shù)立“某補(bǔ)鈣制劑”社會(huì)的公益形象、活力形象Integrateandenhancethebrandimageofthe"calciumsupplement",highlightthecombinationofstrengthandbrandimage,andaddadditionalvaluetothebrand.Establishthepublicwelfareimageofthe"calciumsupplement“.拜年對(duì)象Objectofnewyear'sgreetings某高校老教授、老學(xué)者、及教職工代表Seniorprofessors,seniorscholars,andfacultyrepresentativesofacollege“某補(bǔ)鈣制劑”策劃方案Planningschemeof"acalciumsupplement"三、醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣策略III.PharmaceuticalProductSalesPromotionStrategy（二）醫(yī)藥營(yíng)業(yè)推廣方案的基本格式(ii)BasicFormatofPharmaceuticalSalesPromotionPlan傳播對(duì)象某高校中老年人以及其他送禮人群Propagationobject:middle-agedandelderlypeopleandothergift-givingcrowdofacollege階段與策略Stagesandstrategies“某補(bǔ)鈣制劑”策劃方案Planningschemeof"acalciumsupplement"活動(dòng)階段一：元月初，主題活動(dòng)正式啟動(dòng)，落實(shí)活動(dòng)互動(dòng)單位，落實(shí)媒體互動(dòng)單位ActivityStage1:AtthebeginningofJanuary,thethemeactivitywasofficiallylaunched,andtheactivityinteractionunitsandmediainteractionunitsimplementedtheactivity活動(dòng)階段二：近除夕，主題活動(dòng)實(shí)施，拜年活動(dòng)全面實(shí)施，確定重點(diǎn)傳播對(duì)象；新聞追蹤，同時(shí)輔助廣告宣傳ActivityStage2:NeartheNewYear'sEve,thethemeactivitywasimplemented,NewYear'sgreetingsactivitieswerefullyimplemented,andthekeypropagationobjectsweredetermined;newstrackingandadvertisingaidwereconducted三、醫(yī)藥產(chǎn)品營(yíng)業(yè)推廣策略III.PharmaceuticalProductSalesPromotionStrategy（二）醫(yī)藥營(yíng)業(yè)推廣方案的基本格式(ii)BasicFormatofPharmaceuticalSalesPromotionPlan媒體報(bào)道計(jì)劃Mediacoverageplan費(fèi)用預(yù)算Costbudget“某補(bǔ)鈣制劑”策劃方案Planningschemeof"acalciumsupplement"新聞媒體報(bào)道，活動(dòng)消息報(bào)道，媒體選擇，確定主題Newsmediacoverage,eventnewscoverage,