"White Paper on Large-screen Marketing in the Pharmaceutical and Healthcare Industry" is released, Huanwang helps pharmaceutical brands return to the main marketing position

The pharmaceutical and healthcare industry is closely related to people's lives and health, and is also an industry full of changes and challenges. After three years of the epidemic, the pharmaceutical and healthcare industry is standing at a new historical starting point, facing changes in the market, users and media trends. How to adapt to these changes, seize marketing opportunities, and enhance brand influence and sales results are urgent issues that pharmaceutical and healthcare companies need to solve.

Compared with traditional TVs, smart large screens have advantages such as higher definition, richer content, more flexible interaction, and more precise targeting. With the popularity of smart TVs and the change in user viewing habits, smart large screens have become a traffic pool that cannot be ignored in all industries, especially for the pharmaceutical and health care industry, where smart large screen marketing has huge potential and value.

In order to deeply explore the current situation, trends and strategies of the pharmaceutical and health care industry in terms of smart large-screen marketing, Huanwang Technology and Shanghai University jointly produced the "2023 Pharmaceutical and Health Care Industry Large-Screen Marketing White Paper" (hereinafter referred to as the "White Paper"). This is the first white paper in China initiated by universities and large-screen marketing platforms specifically for the marketing of the pharmaceutical and health care industry. The "White Paper" took nearly half a year from the initial user research and industry interviews to the subsequent content writing. It has put forward many insights into the current marketing trends in the pharmaceutical industry, and systematically discussed the core value of smart large-screen media and the advertising effect evaluation system of pharmaceutical and health care brands.

Based on the content of the White Paper, this article will introduce the characteristics, advantages and cases of the pharmaceutical and health care industry in smart large-screen marketing from the following aspects, hoping to provide useful reference and inspiration for pharmaceutical and health care companies and smart large-screen operation platforms.

The marketing industry is facing a turning point, and smart large screens are opening up a new traffic pool

Smart TVs have become an indispensable part of Chinese families. The White Paper points out that the coverage rate of Chinese Internet-connected TV households has reached 94.9%, of which 81.1% are large-screen smart TVs over 55 inches, and 34.4% are 8K ultra-high-definition TVs.

The "2021 China Internet Advertising Market Insights" released by QuestMobile shows that smart large screens continue to seize PC market share and surpass PC for the first time, becoming a new marketing highland second only to mobile Internet advertising. This means that smart large screens have become a traffic pool that cannot be ignored in all industries.

Compared with traditional TV advertising, smart large-screen marketing has the following advantages:

High definition: Smart large screens can provide ultra-high-definition, 4K, 8K and other high-definition video content, giving users a better visual experience while also improving the quality and appeal of advertising.

Flexible interaction: Smart large screens can use multiple interactive methods, such as voice, gestures, remote controls, etc., allowing users to interact more conveniently.

Precise targeting: Smart large screens can use big data and artificial intelligence technologies to accurately profile and label users, thereby achieving precise advertising delivery and optimization.

On this basis, medical and health brands that have always maintained a high sensitivity to traditional television media have been the first to realize that smart large-screen is no longer just an extension of traditional television, but has essential differences and huge advantages over traditional television media.

Keeping abreast of the times, the pharmaceutical and healthcare industry leads the value transfer of living room advertising

After the epidemic, people’s health awareness has been fully awakened, and the demand for medical and health care consumption has increased, driving the rapid development of the industry.

According to iResearch's "2022 China Pharmaceutical and Health Products Market Research Report", the scale of China's pharmaceutical and health products market reached 1.8 trillion yuan in 2022, a year-on-year increase of 12.3%. Among them, the OTC (over-the-counter drugs) market scale is 1.1 trillion yuan, accounting for 61.1%; the health food market scale is 0.7 trillion yuan, accounting for 38.9%.

For the pharmaceutical and health care products industry, the large screen of home TV is always a marketing media channel that cannot be ignored. According to the data of the White Paper, 58% of users said that they would give priority to purchasing pharmaceutical and health care brands that have advertised. The large screen of home TV (48.02%) is the second largest media channel for receiving pharmaceutical and health care brand advertising information and forming brand awareness after mobile phone screens.

According to "CTR Media Intelligence: Overview of Advertising Market Data in 2022", pharmaceutical industry TV advertising still ranked first in 2022, but spending fell by 7.0% year-on-year. While investing heavily, the effectiveness of traditional TV advertising faces many challenges.

In this context, smart large-screen marketing has become a new choice for the pharmaceutical and health care industry to seek breakthroughs and innovations. This is mainly because smart large-screen marketing is highly compatible with the pharmaceutical and health care industry. This is specifically reflected in the following aspects:

Credibility: Smart large screens inherit the credibility advantage of television media, with strict advertising review standards, and pharmaceutical advertising information is highly trusted;

Penetration: Smart large screens have fully covered Chinese households. With the help of big data label targeting, they can effectively penetrate domestic markets at all levels;

Expressiveness: High definition and large-size images can be used in conjunction with naked-eye 3D advertising creativity, and smart large-screen advertising has a strong sense of quality and appeal;

The comprehensive strength of smart large-screens can help pharmaceutical and health brands strengthen the integration of home scenes and empower sales channels. The pharmaceutical and health industry is at the forefront of smart large-screen marketing and has felt the transfer of living room advertising value.

Huanwang Technology helps pharmaceutical and healthcare companies tap into the value of living room advertising

Huanwang Technology, the co-producer of this White Paper, is China's leading smart large-screen marketing platform, dedicated to providing brands with a full range of large-screen marketing solutions. Huanwang Technology has more than 300 million Internet-connected TV terminals, covering families of all ages in all regions and cities across the country, and influencing 60% of Chinese families' consumption decisions.

With its position and advantages in smart large-screen marketing, Huanwang Technology has carried out in-depth cooperation with many well-known pharmaceutical and healthcare companies, providing them with strategies and solutions to enhance their brand value, and has achieved remarkable results. The White Paper covers a large number of typical real marketing cases between Huanwang Technology and pharmaceutical and healthcare companies.

In order to effectively verify the marketing effect of smart large screens, the White Paper explains in detail the exclusive effect evaluation model established by Woxiang Big Data: it includes five modules: "advertising monitoring data", "Internet big data", "user survey data", "terminal sales data" and "pharmaceutical company outlet data". It can evaluate the real effect of advertising in the whole process from advertising exposure to reaching and influencing users to sales conversion for pharmaceutical and health care brands. The White Paper combines the evaluation model with real cases for a detailed interpretation.

The "Shimalong Huoluo Oil" product promoted and sold by Guangdong Shimalong Pharmaceutical Co., Ltd. is a common household topical analgesic medicine. The medicine has good effects of removing dampness, reducing swelling and relieving pain, promoting blood circulation and removing blood stasis, and can effectively relieve symptoms such as rheumatism, paralysis, and joint pain. In March 2023, Shimalong cooperated with Huanwang Technology to focus on the Hunan market, and launched online promotion activities to enhance product awareness and increase market share.

The two parties jointly developed a large-screen multi-point advertising resource combination, covering the entire viewing path of users, and a marketing strategy in which all advertising resources were targeted within Hunan Province. During the launch period, 42.89 million exposures were achieved in Hunan Province, and the coverage rate of smart large-screen terminals in key cities in the province exceeded 60%. The search volume of Changsha-related keywords entered the top 10 city searches, the search volume on the e-commerce (Tmall) platform increased by 8%, and the offline sales transaction volume increased by 20%. From online to offline, the marketing effect of smart large screens has been fully verified.

Huanwang Technology has proven the marketing value of smart large screens in the field of medicine and healthcare, and has also provided reference and inspiration for other industries. We believe that smart large screens, as a bridge connecting brand owners and home users, will become an indispensable marketing media choice for all industries, and the living room scene will continue to bring new growth opportunities for brands.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.