1 thought on “How to write the marketing planning book about medical devices?”
Nicole
Marketing strategy
1. Sales strategy and target
The products in this project belong to the medical device industry, but they directly face consumers. The three major sales networks of supermarkets and hospitals are close to the final consumers. Establish a strategic alliance in the same hospital and pharmacies. At major sales outlets, the main promotion methods are used to add certain promotion methods. Sales products do a good job of tracking and investigating, timely feedback information, record user information, enter the company's information into the company In the customer database. For users who put forward valuable opinions, take a reward.
The sales method, considering a variety of promotional activities in the early stage, the purpose is to make consumers understand the effect and use of "antiviral biological chips" faster.
"antiviral biological chip" as a brand new product enters the market, which has impacted the traditional method of preventing colds and treating colds. It will be recognized by consumers, so as to occupy a certain share in the market. According to the analysis of the medical device industry and the company's concept, the following two short, medium, and long -term sales targets are formulated. The longer -term ones can also be involved in overseas markets, such as the neighboring Southeast Asian market.
Short -term sales target
"Establish a brand through sales" Those who understand this product
The theme activities in major pharmacies, collect customers' data to establish early database
Winning " The loyalty to the product
and further publicity of the product, such as: various media advertisements.
Long -term goals The face to Asia, enter the international market through the expansion of sales channels, further develop the market
promotion strategy
The personnel sales
The product sales are mainly personnel on -site sales. The premise of the development market is to establish a high -quality sales team. Sales team personnel should often communicate with the hospital in charge, understand the requirements of the company and products, and continue to promote product progress. At the same time, he was recognized by the hospital and recommended the product to the patient. You also need to go to pharmacies, supermarket drug counters and customers to sell the product, explain the advantages of products and competitive products with customers, and win the desire to buy.
The sales team will be composed of personnel with biomedical knowledge and sales knowledge and experience, and regularly train product and sales knowledge. Sales performance is linked to bonuses, and a certain amount of discounts are given to customers to promote sales.
Is after the product is sold out, it is necessary to provide high -quality quality and after -sales service based on the psychology of purchasing decision makers, and establish a loyal relationship with customers.
In advertising
"Anti -Virus Biological Chip" is a new product, which is low cognitive. Good efficacy, non -toxic side effects (especially suitable for people with special requirements for general cold drugs such as pregnant women and children) and low prices.
The country has certain restrictions on medical device advertisements. Advertising must be strictly reviewed by the medical device advertising review authority. The review time is generally fifteen days; advertising can entrust medical device dealers or advertising companies to agency Essence
The limited restrictions from positive publicity, can establish a corporate image through public media, thereby achieving the purpose of promoting products.
Corporate image ads
In the release of well -made corporate image advertisements on popular media and professional media. For good results.
The propaganda company philosophy- "Your Health, OUR"
"Your health, our responsibility"
N brand advertisements can be performed through various channels. Broadcasting and television advertising information has a short transmission time, which can be used to improve awareness; use newspapers and magazines to make some profound and high -quality advertisements to enhance the brand image; product brand advertising maintains unity, use the characteristics of different media to establish a full -all -media characteristics to establish a full -all -media Interest, three -dimensional information dissemination network.
Prunction advertisements
In addition to using newspapers, magazines, broadcasting, television and other communication channels, it also establishes a good image of the company in social welfare activities. For example, jointly holding activities such as propagating colds and relieving fatigue and other knowledge with the epidemic prevention department, pay more attention to white -collar and students.
The public relations
The public relations work at the beginning of the company's preparation. The principle of public relations activities is to establish a good image of the company's advanced technology, innovation, rigorous and solidity, and social responsibility.
The initial stage of the company's preparation, the focus of public relations activities is to improve the company's awareness and assist the construction of the sales network.
· Hiring up to large academic exchanges and discussion activities;
· Scholarship in schools not only cultivate potential customers, but also establish a corporate image in the hearts of students and parents. Later sales laid a good foundation;
In the official operation of the company, the focus of public relations activities is to establish a corporate image, attract public attention, conduct two -way communication with the public, deepen the public's understanding of products, improve products and brands of products and brands Knowledge and reputation.
· Jointly organized science popularization programs with the media, opened up science popularization columns, and opened free consultation hotlines;
· Live and friendly interface homepage to start online public relations.
Maising strategy
The short -term promotional strategy
Considering that the initial funds are insufficient, we will promote the promotion method during the introduction of the first to three years. It will avoid expensive television, newspapers, and Internet publicity methods, and promote promotion through more targeted propaganda methods.
This promotion
I we establish cooperative relationships with supermarkets, pharmacies and hospitals to give these locations a certain site cost and promotion costs. Sales personnel communicate directly with consumers to introduce the performance and efficacy of this product, and the benefits of compared with similar products to gain the interest and curiosity of consumers. In our investigation, it was found that most people had an attitude towards "antiviral biological chips" that could try. We adopt "buy one get one free" and "award -winning sales" to attract the attention of the public.
Outdoor advertisements
It because customers hope that customers can quickly understand the product, outdoor advertising is also one of the important means. Outdoor advertisements are elastic, highly exposed, low -cost, and less competitive. In recent years, the proportion of advertising media such as outdoor and the Internet has increased its momentum.
For the performance of our products, our outdoor advertisements will be selected for wall -type TV advertisements in hospitals and pharmacies, as well as bus, mobile TV advertisements on the subway, and light box advertisements. Because the main customer group of the product is a person with poor constitution (pregnant women, elderly people, children, etc.), and fatigue people (white -collar workers, drivers, students, etc.), people with poor constitution often enter and exit in hospitals and pharmacies, And the fatigue people need to take a transportation or enter and exit in the downtown area every day, so these three propaganda methods control the cost while controlling the propaganda results we need.
Large -scale promotional activities
grabbing distinctive holidays, such as: Mother's Day, Father's Day, Teacher's Day, Youth Festival, etc. Themes, carry out a series of large -scale events. Invite experts to conduct on -site knowledge lectures and questions.
It because the technology of this series of products is more difficult, the general customers do not understand the mechanism, then the on -site knowledge and answer form will be given to the customer who answers the question. You can also use free on -site use to allow customers to feel the efficacy of the product in a short time and achieve the immediate effect.
The first year of promotion is expected to invest about 300,000 yuan.
long -term promotional strategies
In the company's successful support of the foothold. With the support of stable funds, we will gradually expand the intensity and scope of publicity, and strive to make the "antiviral creature creatures" The brand of chips is deeply rooted in the hearts of people.
TV
The target consumers covering the target consumers with the most direct information conveyed. Through images and sounds at the same time, it can stimulate consumers to the greatest extent, so that the product image is accepted by consumers, so as to enter the market as quickly as possible. Recently, some information shows that TV advertising has increased, and the proportion of accounting in the advertising market has increased to 41 %. Therefore, TV advertisements will be the focus of promotion after the mature period of "antiviral biological chip".
In advertisements, focus on highlighting the product's prevention, therapeutic effect and non -toxic side effects of the product. Advertising should be related to family themes.
This time will be mainly concentrated in the golden period of the night. When a family sitting together watching TV, a family is interested in this product. , Or insert ads. Put it on some major TV stations.
In the shooting of TV advertisements, different series can be launched for different market segments. There are different plots and contents for housewives, elderly people, students, white -collar workers and other people.
The network
Today, the network has also become a key target. The network has the characteristics of fast communication speed, low cost, and diverse forms, which are favored by customers and manufacturers. We have published advertisements about this series of products on the website of health and health care. The warm color tones are the main body, giving people a warm feeling. In the healthy columns of portals such as Sina, TOM, publish advertisements and design links to our company's website to check related information. Also search websites such as Baidu, Google, and Yahoo to buy keywords, such as: "prevent cold", "treating colds", "eliminating fatigue", etc., linking to the relevant information of this product. You can also conduct a network questionnaire survey, and timely feedback on the company's opinions and suggestions on the product and suggestions in the company's database.
Magazine
Magazine has the characteristics of credibility, reputation, and good printing effects, and has a long effective time and strong transmission. And recently, watching magazines has become the living habits of most urban people. The higher the income level, the higher the proportion of reading magazines. Women are higher than men. Essence For pregnant women, students, children, elderly people, and white -collar workers in the target customers, combined with the actual situation of the product, they can make exquisite color pages, highlighting color and creativity, and propose the concept of health prevention. In view of the relatively high printing costs, the content of the content is designed, and the arrangement is arranged once a period.
It's publication in magazine advertising, two parts of the market segments are also considered. It is mainly aimed at the susceptible people, and considering the fatigue people. "Friends of Health", "Family Doctor", "Fashion Health" and so on.
production management
1, the reasoning of the location and layout of the site
2, storage and transportation
In the case of, from the procurement of raw materials to formal production, to the market for finished products, the efficiency of the entire logistics process is directly related to the operating costs and profit margins of the enterprise. It is decided to use outsourcing form, that is, hire professional logistics companies for design and implementation to provide logistical guarantees. In the early stage of finished products, it is also represented by a professional logistics and warehouse company. After several years of development, a large -scale production is formed. Our company has established its own professional warehouse to uniform management of products and reduce costs.
This
The production materials for "antiviral biological chips" are mainly electrical elements, plastic shells, etc. These raw materials can be easily purchased from the market, and the source is diverse, which can ensure production supply and meet large -scale production. However, in order to reduce costs, purchasing information is published on the Internet, and several suppliers are signed with several suppliers with high quality, high quality, appropriate price, and fixed, forming long -term cooperative relationships, and also jointly constructed a complete and optimized supply chain with the sales department. The transportation of raw materials is provided by third -party logistics.
The production in the factory
The principle of Japan's "lean production model" to prevent all waste. Prepare the material demand plan (MRP) according to the existing and prediction of the order to minimize the invalid inventory as much as possible; the production of order traction mode is adopted, not the raw material promotion model; allowing each employee to participate in quality management, and for information in the planning process, the information in the planning process Or the problems are dealt with efficiently, the decision -making must be rapid, the implementation must be strong, and the guarantee is guaranteed in time.
r
The initial production and the company's scale are not very large. The company plans to adopt the method of cooperating with the outsider to assemble the product and the product test outsourcing. Because this series of products has patents, in order to prevent theft of people, the production of core component chips is completed by the company by themselves. In the long run, the company is expected to make a detailed assessment five years after the operation, depending on the operating conditions, and evaluate whether to start the production line or still take out outsourcing.
The technical service and maintenance system
In terms of after -sales service, the product of this project is developed and designed by the company. Therefore, it is initially adopted by the company's internal distribution of special personnel for maintenance. It is particularly emphasized here that the company hopes that through the continuous improvement of technology and the control of product quality and excellent rate, it will reduce the problem of after -sales maintenance of the product. With the development of the company in the future, we will serve the company to serve the company in major cities and regions to serve the company.
The technical risk
The product is a patented product. The state's protection policies for intellectual property rights still have certain problems in implementation. It is still the national development of the country. A major event; the high -tech development is fast, the life cycle is shortened, and the possibility of being replaced is increasing; there are still certain problems in the acceptance of customers' acceptance of new products. The production, sales, inspection, advertising and other related policies of medical device products.
The avoidance method
The policy dynamics in relevant state -related policies in time and corresponding measures. Improve the cost of research and development and strengthen the technical advantages of products. Actively cooperate with relevant agencies to combat counterfeit and shoddy products.
competition analysis
It's full consideration of the existing market in terms of market competition, and now analyzes the five major competition effects of Potter:
Marketing strategy
1. Sales strategy and target
The products in this project belong to the medical device industry, but they directly face consumers. The three major sales networks of supermarkets and hospitals are close to the final consumers. Establish a strategic alliance in the same hospital and pharmacies. At major sales outlets, the main promotion methods are used to add certain promotion methods. Sales products do a good job of tracking and investigating, timely feedback information, record user information, enter the company's information into the company In the customer database. For users who put forward valuable opinions, take a reward.
The sales method, considering a variety of promotional activities in the early stage, the purpose is to make consumers understand the effect and use of "antiviral biological chips" faster.
"antiviral biological chip" as a brand new product enters the market, which has impacted the traditional method of preventing colds and treating colds. It will be recognized by consumers, so as to occupy a certain share in the market. According to the analysis of the medical device industry and the company's concept, the following two short, medium, and long -term sales targets are formulated. The longer -term ones can also be involved in overseas markets, such as the neighboring Southeast Asian market.
Short -term sales target
"Establish a brand through sales"
Those who understand this product
The theme activities in major pharmacies, collect customers' data to establish early database
Winning "
The loyalty to the product
and further publicity of the product, such as: various media advertisements.
Long -term goals
The face to Asia, enter the international market
through the expansion of sales channels, further develop the market
promotion strategy
The personnel sales
The product sales are mainly personnel on -site sales. The premise of the development market is to establish a high -quality sales team. Sales team personnel should often communicate with the hospital in charge, understand the requirements of the company and products, and continue to promote product progress. At the same time, he was recognized by the hospital and recommended the product to the patient. You also need to go to pharmacies, supermarket drug counters and customers to sell the product, explain the advantages of products and competitive products with customers, and win the desire to buy.
The sales team will be composed of personnel with biomedical knowledge and sales knowledge and experience, and regularly train product and sales knowledge. Sales performance is linked to bonuses, and a certain amount of discounts are given to customers to promote sales.
Is after the product is sold out, it is necessary to provide high -quality quality and after -sales service based on the psychology of purchasing decision makers, and establish a loyal relationship with customers.
In advertising
"Anti -Virus Biological Chip" is a new product, which is low cognitive. Good efficacy, non -toxic side effects (especially suitable for people with special requirements for general cold drugs such as pregnant women and children) and low prices.
The country has certain restrictions on medical device advertisements. Advertising must be strictly reviewed by the medical device advertising review authority. The review time is generally fifteen days; advertising can entrust medical device dealers or advertising companies to agency Essence
The limited restrictions from positive publicity, can establish a corporate image through public media, thereby achieving the purpose of promoting products.
Corporate image ads
In the release of well -made corporate image advertisements on popular media and professional media. For good results.
The propaganda company philosophy- "Your Health, OUR"
"Your health, our responsibility"
N
brand advertisements can be performed through various channels. Broadcasting and television advertising information has a short transmission time, which can be used to improve awareness; use newspapers and magazines to make some profound and high -quality advertisements to enhance the brand image; product brand advertising maintains unity, use the characteristics of different media to establish a full -all -media characteristics to establish a full -all -media Interest, three -dimensional information dissemination network.
Prunction advertisements
In addition to using newspapers, magazines, broadcasting, television and other communication channels, it also establishes a good image of the company in social welfare activities. For example, jointly holding activities such as propagating colds and relieving fatigue and other knowledge with the epidemic prevention department, pay more attention to white -collar and students.
The public relations
The public relations work at the beginning of the company's preparation. The principle of public relations activities is to establish a good image of the company's advanced technology, innovation, rigorous and solidity, and social responsibility.
The initial stage of the company's preparation, the focus of public relations activities is to improve the company's awareness and assist the construction of the sales network.
· Hiring up to large academic exchanges and discussion activities;
· Scholarship in schools not only cultivate potential customers, but also establish a corporate image in the hearts of students and parents. Later sales laid a good foundation;
In the official operation of the company, the focus of public relations activities is to establish a corporate image, attract public attention, conduct two -way communication with the public, deepen the public's understanding of products, improve products and brands of products and brands Knowledge and reputation.
· Jointly organized science popularization programs with the media, opened up science popularization columns, and opened free consultation hotlines;
· Live and friendly interface homepage to start online public relations.
Maising strategy
The short -term promotional strategy
Considering that the initial funds are insufficient, we will promote the promotion method during the introduction of the first to three years. It will avoid expensive television, newspapers, and Internet publicity methods, and promote promotion through more targeted propaganda methods.
This promotion
I we establish cooperative relationships with supermarkets, pharmacies and hospitals to give these locations a certain site cost and promotion costs. Sales personnel communicate directly with consumers to introduce the performance and efficacy of this product, and the benefits of compared with similar products to gain the interest and curiosity of consumers. In our investigation, it was found that most people had an attitude towards "antiviral biological chips" that could try. We adopt "buy one get one free" and "award -winning sales" to attract the attention of the public.
Outdoor advertisements
It because customers hope that customers can quickly understand the product, outdoor advertising is also one of the important means. Outdoor advertisements are elastic, highly exposed, low -cost, and less competitive. In recent years, the proportion of advertising media such as outdoor and the Internet has increased its momentum.
For the performance of our products, our outdoor advertisements will be selected for wall -type TV advertisements in hospitals and pharmacies, as well as bus, mobile TV advertisements on the subway, and light box advertisements. Because the main customer group of the product is a person with poor constitution (pregnant women, elderly people, children, etc.), and fatigue people (white -collar workers, drivers, students, etc.), people with poor constitution often enter and exit in hospitals and pharmacies, And the fatigue people need to take a transportation or enter and exit in the downtown area every day, so these three propaganda methods control the cost while controlling the propaganda results we need.
Large -scale promotional activities
grabbing distinctive holidays, such as: Mother's Day, Father's Day, Teacher's Day, Youth Festival, etc. Themes, carry out a series of large -scale events. Invite experts to conduct on -site knowledge lectures and questions.
It because the technology of this series of products is more difficult, the general customers do not understand the mechanism, then the on -site knowledge and answer form will be given to the customer who answers the question. You can also use free on -site use to allow customers to feel the efficacy of the product in a short time and achieve the immediate effect.
The first year of promotion is expected to invest about 300,000 yuan.
long -term promotional strategies
In the company's successful support of the foothold. With the support of stable funds, we will gradually expand the intensity and scope of publicity, and strive to make the "antiviral creature creatures" The brand of chips is deeply rooted in the hearts of people.
TV
The target consumers covering the target consumers with the most direct information conveyed. Through images and sounds at the same time, it can stimulate consumers to the greatest extent, so that the product image is accepted by consumers, so as to enter the market as quickly as possible. Recently, some information shows that TV advertising has increased, and the proportion of accounting in the advertising market has increased to 41 %. Therefore, TV advertisements will be the focus of promotion after the mature period of "antiviral biological chip".
In advertisements, focus on highlighting the product's prevention, therapeutic effect and non -toxic side effects of the product. Advertising should be related to family themes.
This time will be mainly concentrated in the golden period of the night. When a family sitting together watching TV, a family is interested in this product. , Or insert ads. Put it on some major TV stations.
In the shooting of TV advertisements, different series can be launched for different market segments. There are different plots and contents for housewives, elderly people, students, white -collar workers and other people.
The network
Today, the network has also become a key target. The network has the characteristics of fast communication speed, low cost, and diverse forms, which are favored by customers and manufacturers. We have published advertisements about this series of products on the website of health and health care. The warm color tones are the main body, giving people a warm feeling. In the healthy columns of portals such as Sina, TOM, publish advertisements and design links to our company's website to check related information. Also search websites such as Baidu, Google, and Yahoo to buy keywords, such as: "prevent cold", "treating colds", "eliminating fatigue", etc., linking to the relevant information of this product. You can also conduct a network questionnaire survey, and timely feedback on the company's opinions and suggestions on the product and suggestions in the company's database.
Magazine
Magazine has the characteristics of credibility, reputation, and good printing effects, and has a long effective time and strong transmission. And recently, watching magazines has become the living habits of most urban people. The higher the income level, the higher the proportion of reading magazines. Women are higher than men. Essence For pregnant women, students, children, elderly people, and white -collar workers in the target customers, combined with the actual situation of the product, they can make exquisite color pages, highlighting color and creativity, and propose the concept of health prevention. In view of the relatively high printing costs, the content of the content is designed, and the arrangement is arranged once a period.
It's publication in magazine advertising, two parts of the market segments are also considered. It is mainly aimed at the susceptible people, and considering the fatigue people. "Friends of Health", "Family Doctor", "Fashion Health" and so on.
production management
1, the reasoning of the location and layout of the site
2, storage and transportation
In the case of, from the procurement of raw materials to formal production, to the market for finished products, the efficiency of the entire logistics process is directly related to the operating costs and profit margins of the enterprise. It is decided to use outsourcing form, that is, hire professional logistics companies for design and implementation to provide logistical guarantees. In the early stage of finished products, it is also represented by a professional logistics and warehouse company. After several years of development, a large -scale production is formed. Our company has established its own professional warehouse to uniform management of products and reduce costs.
This
The production materials for "antiviral biological chips" are mainly electrical elements, plastic shells, etc. These raw materials can be easily purchased from the market, and the source is diverse, which can ensure production supply and meet large -scale production. However, in order to reduce costs, purchasing information is published on the Internet, and several suppliers are signed with several suppliers with high quality, high quality, appropriate price, and fixed, forming long -term cooperative relationships, and also jointly constructed a complete and optimized supply chain with the sales department. The transportation of raw materials is provided by third -party logistics.
The production in the factory
The principle of Japan's "lean production model" to prevent all waste. Prepare the material demand plan (MRP) according to the existing and prediction of the order to minimize the invalid inventory as much as possible; the production of order traction mode is adopted, not the raw material promotion model; allowing each employee to participate in quality management, and for information in the planning process, the information in the planning process Or the problems are dealt with efficiently, the decision -making must be rapid, the implementation must be strong, and the guarantee is guaranteed in time.
r
The initial production and the company's scale are not very large. The company plans to adopt the method of cooperating with the outsider to assemble the product and the product test outsourcing. Because this series of products has patents, in order to prevent theft of people, the production of core component chips is completed by the company by themselves. In the long run, the company is expected to make a detailed assessment five years after the operation, depending on the operating conditions, and evaluate whether to start the production line or still take out outsourcing.
The technical service and maintenance system
In terms of after -sales service, the product of this project is developed and designed by the company. Therefore, it is initially adopted by the company's internal distribution of special personnel for maintenance. It is particularly emphasized here that the company hopes that through the continuous improvement of technology and the control of product quality and excellent rate, it will reduce the problem of after -sales maintenance of the product. With the development of the company in the future, we will serve the company to serve the company in major cities and regions to serve the company.
The technical risk
The product is a patented product. The state's protection policies for intellectual property rights still have certain problems in implementation. It is still the national development of the country. A major event; the high -tech development is fast, the life cycle is shortened, and the possibility of being replaced is increasing; there are still certain problems in the acceptance of customers' acceptance of new products. The production, sales, inspection, advertising and other related policies of medical device products.
The avoidance method
The policy dynamics in relevant state -related policies in time and corresponding measures. Improve the cost of research and development and strengthen the technical advantages of products. Actively cooperate with relevant agencies to combat counterfeit and shoddy products.
competition analysis
It's full consideration of the existing market in terms of market competition, and now analyzes the five major competition effects of Potter: