Huang Yongsheng's resume: website promotion and marketing skills

Website promotion and marketing of pharmacies 1. Background analysis 1. The Internet has become an indispensable channel for the retail of medicines (cosmeceuticals), with a complete range of medicines and a perfect distribution system. Online shopping has become very common among urban netizens; the number of Chinese netizens is still rapidly expanding; the Internet has become the main channel for netizens to obtain health information; the general trend of online pharmacies (large online pharmacies continue to emerge) In 2005, online drug sales in the United States reached 43.9 billion US dollars, accounting for 19.1% of the annual drug sales in the United States; online pharmacies in the European Union and Japan are developing rapidly. For example, the sales revenue of the Dutch DocMorris online pharmacy reached 7.2 billion euros in 2006, and 16% of drugs in Switzerland were sold online. At present, there are 11 online pharmacies in China (referring to online pharmacies with "two certificates"), and two of them have annual sales of more than 10 million yuan. 2. Layout classification of online pharmacies According to Langchuang Internet Marketing Survey and Analysis, online pharmacies are generally divided into two types. The first type is an independent B2C website based on offline chain physical stores, such as Jiuzhou and Gaoxingren. Their website pages are similar to JD.com and Dangdang. The second type is Taobao stores, whose owners are usually offline local pharmacies, well-known pharmaceutical companies and traditional Chinese medicine stores with traditional Chinese medicine formulas, including Tongrentang, Kangenbei and traditional characteristics. The success of the first type lies in low price, complete medicine and logistics supply. The success of the latter is based on the successful sales of its flagship specialty drugs.

Website promotion and marketing

1. Netizens' attitude towards online pharmacies Although online shopping is very popular, only a small proportion of people buy medicines online, and the buyers are basically white-collar workers.

2: The main idea is to innovate the content and connotation of the communication method, rather than limiting it to innovation in the method of promoting network communication. For example, in the case of TV commercials, Ganji.com made a very successful advertising campaign through innovation in content and visuals.

The goal of pharmacy promotion on website promotion marketing is to achieve 1. Widespread brand awareness and reputation, it is crucial to create a professional and credible image 2. Active registered users and actual product sales 3. Analysis of website promotion marketing layout On-site optimization:

2. The investigation found that even large websites have blank links or even dead links within them (this is of course related to the lack of rich products on the site). The links within the site should be made into circular links so that users can keep reading but never jump out of our website.

3. Medicine is an industry that attaches great importance to content and consulting, so in addition to establishing external links with health care websites, a special community channel should also be opened up within the site for readers to share and refer to.

4. Online customer service and expert consultation channels must be timely and sufficient.

Off-site optimization: Although most websites have used all available marketing tools and techniques, the effect is not good. I have read the Weibo of several pharmacies, and the content they shared has nothing to do with their industry. From this perspective, the integrated utilization of resources is much more important than finding and discovering new resources.

4. Traditional promotion methods (a) Two very important methods: search engine optimization and sharing function emphasis.
1. Weibo marketing: Focus on sharing, so our Weibo is destined to be content-oriented, convey health knowledge, and use some methods to increase the number of Weibo fans, which can be "put on the Weibo wall"; Key: The demands for health and gratitude are the core needs of today's consumer groups. The Spring Festival is approaching, and gift boxes are the key products promoted this time.

Offline activities show cooperation content:
Product display: special-shaped display racks, attracting attention 2 Selling point display: promotional brochures and salesperson introduction 3 Popular science knowledge introduction: display racks 4 Company introduction: display racks 5 Sample delivery Two key points for successful promotion: 1. Customer acceptance; customer word-of-mouth publicity; sales achievement; 2. Product selling point expression: customer experience; laying the foundation for the next purchase.

Recommendations for drugstore selection: Chain drugstores: Luyan Pharmacy, etc.; drugstores around the community: choose drugstores in large communities; drugstores in shopping malls: drugstores in Walmart or major shopping malls.

Tracking and following up on customer information: Organizing customer information; tracking product usage by phone; providing tailored recommendations on product types and health care information; informing customers of various promotional activities.