My foot desquamate, how to treat?

Berberi. I used to have it, but I'm fine now.

My experience in treating beriberi;

Lan (Sino-American SmithKline), Bei Jia (Abe Changtian)-Jin Dakening (An Senmei)-Da Kening (An Senmei)

I searched some articles on the internet, hoping they will be useful to you.

Hangzhou net

This is the most serious day of beriberi recurrence in a year. Recently, due to the hot weather, many people are deeply troubled by itchy beriberi. Ointment and liquid medicine for treating beriberi have become the best-selling products in pharmacies at present. How can we stop the recurrence of beriberi? Zhu, a consultant doctor of Dahongying Baofeng Pharmacy, teaches you the correct treatment.

Dr. Zhu said that beriberi is caused by superficial fungal infection of the skin. In the environment where we live, there are many opportunities to be infected by fungi, which grow and reproduce in the rainy season.

The peak of reproduction, so there are many patients with beriberi recurrence recently. When it recurs, patients will feel itchy, red and swollen feet, and send out transparent blisters. Because beriberi is contagious, patients with tinea pedis should avoid scratching. Scratching will not only promote the spread of fungi to hands and other parts of the body, but also provide opportunities for bacterial infection. It is the best treatment to take medicine in time only when it itches when touched.

Many beriberi patients will buy their own ointment when they relapse, but usually stop taking the medicine after itching is relieved. Dr. Zhu said that beriberi is a disease that is difficult to cure and easy to recur. Therefore, even after the symptoms disappear, the drug should continue to be used 1 week to consolidate the curative effect. At present, the treatment of beriberi is mainly topical drugs, which are mainly divided into five categories: miconazole and ketoconazole ointment, such as dakening, jindakening and 999 Ling Xuan; Bifonazole cream, such as methyl ethyl ketone and vogel; Terbinafine cream, such as Lambert and Dink; Clotrimazole cream, such as holosone, and Zuguang Powder, an old-fashioned foot-soaking gas medicine in China. If skin hypertrophy and keratinization have occurred, patients can also take Ramizo or spironolactone (itraconazole) orally when topical drugs can't completely cure them, but patients with poor liver function should use these two drugs with caution.

Patients with beriberi must also pay great attention to personal hygiene, often wash their feet and change socks. Dr. Zhu specially reminded patients that after the symptoms of beriberi are eliminated, fungi will still live in skin scales or shoes and socks, and once they encounter a humid and warm environment, fungi will multiply in large numbers, leading to the recurrence of beriberi. Therefore, even if beriberi is cured, patients often do not change their socks, which is easy to relapse.

antifungal

To put it mildly, it is actually beriberi cream. It's summer recently, and there is a place inside my right foot where blisters grow every year. What a nuisance! Buy some beriberi cream. ...

When I arrived at the pharmacy, I was dumbfounded. There are so many drugs, and I heard from my wife that I used to advertise for Lan Shu Mei. Later, the salesman tricked me into buying a bifonazole ointment. After I came back, I studied it and summarized it as follows:

Antifungal drugs are divided into antibiotics (amphotericin B, griseofulvin, etc. ), azole drugs (ketoconazole, clotrimazole, pyrazole, fluconazole, etc. ), flucytosine and allylamine (naftifine, terbinafine).

Market brands: PIYANPING, Fu Qi, PERSON, DAKNING, LAMASU.

Piyanping is purely a hormone drug, and the main ingredient of semetasone can't cure beriberi at all, so don't consider it.

The active ingredient of Vosges is bifonazole, which I bought. It is an old azole product with poor effect.

"The active ingredient of vogel (bifonazole) is an older generation of antifungal drugs earlier than miconazole, and its effect is not as good as that of dyclonine." （/medicine/Info/2005 1 1/257 _ 2 . html）

Perezon contains econazole nitrate (broad-spectrum antifungal agent) and triamcinolone acetonide (glucocorticoid). （/books/dispArticle。 Asp？ ID=7 1。 ClassID = 3 & ampPage= 1

Dakota's competitor.

Author: Wang Jiyong Time: August 2005-15 Reading: 10 1 Times Source: China Marketing Communication Network.

Summer has arrived, and in the season when fungi are easy to attack, various products for treating beriberi have also become active to welcome the peak season. When you turn on the TV, advertisements for such products can be seen everywhere: Dakening emphasizes the treatment of three symptoms of beriberi, such as itchy feet, blisters and peeling, and uproots them with one hand, suggesting "weeding and uprooting" for the treatment of beriberi; Blue plum trees still show their "big feet" again, trying to make people establish a real connection between Lan Mei trees and beriberi; Voucher emphasizes the unique sales proposition of "24-hour itch"; An advertising picture that may be called dashuk is like this: the acrobat is walking a tightrope, suddenly suffering from beriberi and beginning to itch, emphasizing the inconvenience that itchy feet bring to life in order to win the attention of consumers; There is also an image of the Monkey King, a spray with the same name as Dakening's. Is it Vidak? It seems to be Vidanin again, which is not easy to remember. ...

First, Dakening's absolute lead

In the beriberi product market, Dakening has always occupied an absolute leading position, occupying more than half of the market share. For more than ten years, no product can pose a real threat to it, because for consumers, dyclonine and "treating beriberi" are almost the same concept, and similar products do not have much brand space in consumers' psychology. This impressive achievement is not fortunate, but there are good reasons:

1, exact effect. Miconazole, the effective component of dyclonine, is a broad-spectrum antifungal drug, which has a good inhibitory and killing effect on dermatophytes, candida, yeast and other algae, ascomycetes, cryptococcus and so on. As soon as it went on the market, it showed satisfactory results, which is the premise that it can be quickly accepted by consumers.

2. The timing is earlier. The first advantage is one of Dakening's advantages. In the late 1980s, when the market competition was not very fierce, the success rate and ease of product marketing were much higher than now.

3. Accurate positioning. Accurate positioning according to consumers' needs, such as "disinfection and treatment of beriberi", "eradication" and "prevention of recurrence", is naturally easy to convince consumers when their acceptance of advertisements is also high.

4. Enterprise strength. As a foreign-funded enterprise, Yang Sen of Xi 'an is far superior to domestic enterprises in capital, experience, system, management and marketing. The good corporate image displayed through advertisements and other means also makes people feel that it is outstanding, which further increases the sense of value and credibility of its products. Although some brands in China have done well in treating beriberi for more than ten years, no brand has achieved the same performance as Dakening due to the gap in comprehensive strength of enterprises.

Nowadays, the competition in beriberi market is becoming more and more fierce. Not only many domestic enterprises have joined this industry, but also foreign-funded enterprises like Yang Sen, such as Sino-US SmithKline, have come to compete for this cake. In this quite mature market, the market capacity will not have much growth potential, and the market capacity has been occupied by Dykoning for more than 50%. If Dakening's opponent can't seize Dakening's market, it is impossible to achieve ideal performance. However, can they succeed in taking Dakening's share?

Second, the challenge strategies of many brands.

Judging from the current situation, the most powerful product competing with Daikening belongs to Lambert. In addition to the strong strength of the company, terbinafine hydrochloride, the effective component of its medicine, is also at the leading level. It is also a broad-spectrum antifungal drug, and its mechanism of action is to selectively inhibit the oxidase necessary in the process of fungal synthesis and reproduction, thus achieving the dual functions of killing and inhibiting fungi. In their own words, this is an antifungal drug that can really kill fungi. But unfortunately, the advantages of this explanation mechanism cannot be conveyed to consumers through short advertisements of up to 30 seconds. Even if it is conveyed, considering that Dakening has been asking for "killing fungi and treating beriberi", using the word "killing" may not make consumers feel any difference, and consumers cannot experience it at this point.

According to the author's understanding, the advantages of products can be divided into two types: one is that the advantages of products are obvious and can be known at a glance; First, it is difficult to intuitively feel its advantages. In biology, genetic genes are divided into dominant genes and recessive genes. We apply this concept here to divide the advantages of products into explicit advantages and implicit advantages. Only when the advantages of products are expressed in the form of dominant advantages can they play their due roles. The advantage of blue plum tree is a hidden advantage. Most consumers are too lazy to study the product mechanism. They must turn the advanced mechanism into effect, which is faster? Still don't need that long? From the description of the two products, the usage, dosage and course of treatment are similar. Sue can't turn recessive advantage into dominant advantage, so she can only achieve great success in advertising memory in the end. However, it is impossible to overcome this obstacle with this strategy when consumers equate Dyclonine with "medicine for treating beriberi".

Voucher's "24-hour itch-free" embodies a lofty strategy, which is actually one of the psychological needs of beriberi patients. Ordinary beriberi patients only have time to wipe or spray once a day after washing their feet at night. If the medicine doesn't last for 24 hours, there is no doubt that his feet will itch after the medicine. Voucher wants to meet the psychological needs of beriberi patients through this unique sales proposition, but it seems that this strategy is not very clever. Obviously, this sales proposition is not as good as Dakening's original advertising slogan: "After the feet don't itch, use them for 7 days in a row." This is an appeal with a hint of "eradicating beriberi", while vogel only emphasizes that "24-hour itch" is obviously weaker. In addition, the active ingredient of vogel (bifonazole) is an older generation antifungal drug earlier than miconazole, and its effect is not as good as that of dyclonine. If the voucher can really keep his feet from itching for 24 hours, so can dakening. For those patients with "old beriberi", it is not attractive if they have used dyclonine and dyclonine can "keep their feet itching for 24 hours". If Dakening can't do it, I'm afraid the voucher can't be done either. Then Voucher's unique sales proposition is false propaganda, which will eventually be abandoned by consumers.

After all, Voucher has played a very good selling point, which is obviously much better than similar products other than Dakening, so it should be able to win a place in the beriberi market, but it is only a place. This selling point of Vosges can't be said to have no influence on Dakening, but it certainly won't have a great influence, because it didn't hit the sore spot of Dakening, which made Dakening feel uncomfortable and didn't change Dakening's position in the hearts of consumers. It's like the plot in a martial arts novel. Vouchers can form their own school, but she has never reached the level of challenging the martial arts leader.

It's good that products like dashuk can get a place. Judging from the message conveyed by their advertisements, there is no reason to buy dashuk when Dakening is famous and has little bad reputation and many other competing brands. Perhaps the purpose of dashuk's advertising is to increase its popularity, because the increase of popularity will inevitably increase sales to a certain extent. However, marketing is relative and comparative. When the advertisements of competing products not only improve the popularity, but also convey unique selling points to consumers (such as Dakening and Vosges), isn't Dashuk falling behind more and more just to improve the popularity? Moreover, if the purpose is to raise awareness, this name is obviously not dominant. At first glance, this name always makes people feel that it is imitating Dakening. Perhaps this is the original intention of the company, that is, to use a name similar to Dakening. If so, this is obviously not the practice of a very confident big enterprise. This strategy is only applicable to small-scale enterprises, adopting the strategy of approaching well-known brands and selling products to people or regions with weak brand awareness, especially those who can't accurately distinguish which brand is Dakening or dashuk. Will it be effective when dakening is almost known to women and children? In addition, it seems that the products adopting this strategy are not suitable for advertising, while dashuk is advertising in a big way, as if to tell people that they are imitating Dakening.

Every time I watch the advertisement of Dashuke, it always reminds me of Dakening, so I think this kind of advertisement is half for Dashuke and half for Dakening. Because the whole advertisement not only didn't mention its own advantages from beginning to end, but also made people feel that this product is not as good as Dakening. In the previous advertisement, Dakening promised to use it for 7 days after the feet did not itch, mow the grass and remove the roots to prevent resurgence. Now, it is suitable for three symptoms: itchy feet, blisters and peeling. What about the advertisements in dashuk? Just mention the symptoms of "itching". Of course, it's okay to mention only one symptom. The key point is that on this issue, I don't feel that Dakening or other competing products have any advantages. I think people in Xi Jansen will be very happy to see this advertisement: someone can help them improve their popularity without threatening them.

The existence of Vidanin or Vidak is the same as that of dashuk.

Third, how to challenge Dakening.

There is no unchallenged brand, and there is no impeccable marketing strategy. Although Dakening is strong, it can still seize a certain share from its seemingly unbreakable market share. The key is whether there is a good strategy.

1, "aging" dakening. Big Kening has a history of more than ten years and is deeply rooted in people's hearts. This is its advantage, but everything has advantages and disadvantages, and advantages sometimes become disadvantages:

With the development of science and technology for more than ten years, lead in dyclonine's active ingredients no longer exists, and there are effective ingredients with better antibacterial and bactericidal effects, such as terbinafine hydrochloride in Latin America. Therefore, for those products that adopt new effective ingredients, we can position the image of Dakening as outdated and no longer leading products in various ways (of course, within the scope permitted by relevant laws and regulations), and show that it adopts new effective ingredients;

Consumers all know that the same drug will produce drug resistance after a long time, isn't it the same with fungi? In more than ten years, fungi will also develop resistance to the same drug, which should be acceptable to consumers. Therefore, in order to have an ideal therapeutic effect, it is necessary to choose antifungal drugs with new effective components.

Consumers like to use new products, and everyone has the desire to keep up with social development, especially this kind of product which is greatly influenced by scientific and technological progress. The use of new products is also a proof that consumers have insight into themselves and are good at choosing the most suitable products. Let consumers feel that if they don't buy products with new effective ingredients to treat beriberi, it can only show that they "don't know much" and have no knowledge in this field.

2. Let consumers experience the progress of the effect. As we said before, compared with dyclonine, the therapeutic effect of new antifungal components has not been qualitatively improved, and the advantages of new components have not been transformed into effective advantages. If this can be changed, then "recessive advantage" will become "dominant advantage". How could you do that? The author believes that we can use some misunderstandings of consumers to take some tips, such as:

An ointment like Dyclonine will have a cool feeling on the skin. Many consumers mistakenly think that drugs are working and sterilizing, but in fact it is the cool feeling produced by the evaporation of alcohol in ointment. You can add a little more alcohol to the ointment to make this cool feeling stronger. In the advertisement, there is a beginning: "It will make you feel cool in one second", emphasizing "quick" sterilization. Of course, it's a bit tricky, but everything is fair in war, so you might as well use it when necessary.

3. Change the smearing habits of consumers. There are two main products for treating beriberi: spray and ointment. Perhaps it is easier to treat the affected area directly with ointment, and consumers are more willing to choose ointment products. When applying ointment, everyone likes to rub it with their fingers after application, which is more conducive to the skin's absorption of ointment. This application is usually carried out after washing feet before going to bed. Because it is applied directly with your fingers, it is inevitable that some fungi will be brought to your fingers. Many beriberi patients go to bed directly after applying ointment, and few people wash their hands, especially male patients. In fact, more men suffer from beriberi than women. So there is something to do, yes, let's start with this smear habit.

As we all know, in the eyes of ordinary people, feet are unclean, and feet with beriberi are even more unclean. It is an unsanitary habit to apply ointment to feet suffering from beriberi with your fingers. Fungi can spread to other parts of your body with your fingers, even to your friends and family. Not only that, but this feeling of insanity should also be amplified, which should cause psychological obstacles to consumers who apply ointment with their fingers and form a standard social habit. Just as people who don't wash their hands before meals will feel unsanitary, consumers should feel that their feet with beriberi are unsanitary. Even after washing their hands, they should feel embarrassed to hold their girlfriends' hands to wipe their children's faces.

Is it necessary to eliminate beriberi medicine in the form of ointment? No, but you need a tool instead of rubbing it with your fingers. You can put a few disposable daubing tools such as rubber sticks in the medicine cabinet. This not only increases the unique selling point, but also appears to be for the sake of consumers, which can also slightly increase the price of products. In advertising, you can call for this smear method with great fanfare. For example, you can ask your girlfriend to yell at your boyfriend who has applied finger medicine: "Since when do you have to apply athlete's foot with your fingers ... then wipe athlete's foot with your fingers and stop touching me ..."

In this way, it should be able to attract a considerable number of consumers and seize the market of Dakening as much as possible.