The role of pharmaceutical packaging in OTC marketing

With the changes in people's medication habits, pharmaceutical packaging has gradually gained attention. Packaging plays an important role in the OTC market. From the point of view of marketing, the packaging of drugs is not merely a physical product that consumers see in pharmacies, but a packaging concept in the marketing process of OTC drugs. This concept has special significance in the marketing of OTC drugs. How should its function and effect be reflected in marketing? The author believes that the following three aspects should be noted.
The science of concept is vivid. A drug is marketed. No matter whether it is a brand-new development, a new drug, or a new drug, it must be based on scientific pharmacology. In the OTC market, drugs face the average consumer. They want to understand the principle of the drug to achieve the purpose of treatment during the purchase process. Therefore, scientific theories cannot be straightforward, and they must be “lively”, “visualized”, and “differentiated”. That is to say, we must package advanced theories and interpret the theories in simple terms to make theories become Everything that can be understood by everyone can inspire consumers and lay a foundation for a series of follow-up marketing planning activities. There are some successful old products that have achieved remarkable sales through the conversion and packaging of concepts. For example, calcium supplement products based on the theory of “enhancing bone development, enhancing physical fitness, supplementing nutrients, and promoting absorption” have replaced the traditional concept of “multivitamins” and have made great breakthroughs in marketing. "The general principle is not painful, the pain is unreasonable" instead of the product that treats the concept of muscle and bone soreness. It also has a good record. This theoretical packaging is easy to understand and easier to impress people. Integrating the validity, advancement, and scientificity of medicines into one body can explain a phenomenon with consumers' easy-to-understand principles, generate appealing power, and quickly obtain the customer's psychological recognition. This type of theoretical packaging narrows the distance between the drug and the patient, makes the drug produce affinity, and is beneficial to sales promotion. Therefore, prior to the launch of the product, scientific analysis and accurate positioning of pharmaceuticals are the basis for marketing work. Only the theory of this article is done, the following specific plan will be targeted and hit the target.
Physical objects are distinctive Physical packaging refers to the physical appearance of drugs that consumers see in pharmacies. In the OTC market, pharmaceutical companies are increasingly focusing on the sense of shelf life of drugs. When consumers choose similar drugs, in addition to advertising and the clerk's recommendations work, the appearance of the feeling is also very important. To meet the psychological needs of patients is the focus of visual design, in the packaging should present a cultural, scientific and technological atmosphere, through the artistic creativity to achieve the purpose of communicating with the patient's mind is the intention of packaging design. With the continuous subdivision of the market, due to different target consumers, the differentiation of prescription drugs and OTC drugs on packaging has become increasingly evident. Prescription drugs are more rational and standardized when faced with doctors (the drug regulatory department clearly stipulates the trade name and common name, etc.) to suit the doctor's aesthetic taste; OTC drugs are more market-oriented and draw heavily on food and beverage manifestations. , vivid, pleasing, distinctive personality. All kinds of expression elements such as figures, plants, calligraphy and styling should be placed on the packaging to bring the patient's psychological distance closer. The author had consulted a number of medical consultants for the packaging of Danshen oral liquids for a pharmaceutical company some time ago. They also learned about the layout of pharmacology, medicine, color, fonts, common names, and trade names. After it was packaged out, the manufacturers immediately saw that they felt the right way and decided to make a decision. After entering the market, the response was very good. The physical packaging of drugs has become a medium for communication between pharmaceuticals and customers, and plays a certain role in promoting sales.
When the terminal is active and eye-catching, the drugs must be sold, and eventually they must go to the pharmacy. Thousands of medicines are put together, and there are also seven or eight kinds of similar medicines. How to make a medicine “jump” out is not enough for physical packaging, and it requires a last resort, which is the terminal packaging of medicines. The terminal packaging mentioned here is a specific marketing tool, and it is also a concrete measure for us to increase the pharmaceutical packaging to the marketing level. Such as through POP (terminal promotional publicity products, including legislation, land cards, hanging flags, leaflets, briefs), gifts, creative items, etc., so that potential customers come in and see, feel this medicine.
In the future, there will be more print advertisements and video advertisements that will be centered around theoretical packaging. Physical packaging will become more and more important in marketing. Terminal packaging will lead to innovations and improvements in terminal management and construction, on-site promotion, and academic marketing. . The development and improvement of packaging concepts will further promote China's OTC marketing.