Drug Advertising Effectiveness Study

The advertisement of drugs has become one of the main advertisements made by the mass media. In spite of the growing investment, the benefit, however, still remains limited. Therefore, it is very important to discuss how to improve the benefit of drug advertisement in the aspect of theory combined with practice. This paper, with the research on the advertisement strategy, targeted consumers, media, advertisement publication, advertisement idea, evaluation of the benefit, and case study, will focus on the ways to improve the benefit and brand popularity of drug advertisement, and to stimulate the sale of the products. As far as the writer is concerned, the matching of the advertisement strategy and selling strategy is the basis of improving the advertisement benefit. The strategy of drug advertisement should be adjusted in accordance with the lifecycle of the drug. Its promotion shall be complied with the distribution system of the enterprise. The targeted consumers would be not only the patients, but also the medical professionals, ordinary people. The research on the consumers' psychologies as well as detailed classification of the market, would make the advertisement more focused and effective. In regard to the selection of media, the advertiser should select and combine the media with appropriate time and frequency according to the difference among products and media. The content of the advertisement shall be authentic and innovative, with clear objective, exact orientation, focused demand as well as consolidated thesis. After the advertisement is publicized, benefit evaluation should be conducted occasionally, which would play an utmost important role in determining the rationale of the advertisement and adjusting the advertisement strategy. In a word, a good drug advertisement shall be the one within appropriate lifecycle of the product, to appropriate consumers, by means of appropriate media, in appropriate frequency, and with appropriate content. The benefit of this advertisement would certainly be satisfactory as expected.