Study On OTC Social Media Marketing Strategy Of P Company

The rapid development of mobile Internet and Web2.0 technology have led to disruptive changes in the environment of enterprise marketing activities.Social media(Social Media)by civilians,personalized,interactive and rapid spread characteristics of the suddenness of a thunderbolt to replace the traditional media dominance,and influence people’s way of life.For the pharmaceutical industry,the traditional marketing model cannot meet the needs of enterprise development,and the promotion of the brand and the patient’s health education also have limitations.Patients through social media,one hand to accelerate the drug efficacy and safety information,on the other hand the enterprise can also be patient management and health education through social media,to attract more target groups;at the same time,interactive social media can help enterprises to collect patients’ demand and market data,so as to affect the marketing decision.P company is a contract sales organization focused on skin health and medical cosmetic field,founded in 2001,headquartered in Shanghai.Since its inception,the P company has experienced a sustained and rapid growth phase,its product portfolios have expanded to dozens of categories,covering almost all skin care field,as well as medical beauty.A kind of acne(OTC)is one of the main products,but just promoted in hospitals.With the pharmaceutical policy restrictions,marketing costs rising and far away from consumers,leading to sluggish growth in sales and low brand influence in recent years.The company has realized that social media has changed people’s living habits and lifestyle,and to create a business model and a new method of economic form,and may impact the company’s sales and brand awareness.So this paper takes the company newly started social media marketing operation as the research object,based on how to establish a complete system of social media marketing,to research and analysis the current marketing mode of social media and the need for specific marketing strategy improvement,the research process and conclusions can provide some theoretical basis and reference data for the future of the company’s social media marketing strategy,also to tap for social media marketing strategy of domestic pharmaceutical enterprises and provides other similar necessary reference value.