How to write drug advertising copy?

Pharmaceutical advertising can be roughly divided into two types: one is rational advertising, which introduces the name, origin, target group, efficacy, price, etc. of the product from an objective perspective to arouse social evaluation; the other It is a perceptual advertisement that appeals to emotions to arouse consumers' desire to buy. No matter which advertising form we choose, we must know what consumers want and what are their needs? Then you can determine the direction of writing based on your needs.

The title of a drug advertising article is very important. Whether users can read it depends on whether the title can hit the center point, which is the decisive factor. There are three types of drug titles: direct titles, indirect titles, and compound titles. The title of a drug advertisement must be short and powerful, focusing on claims, promises, benefits, or arousing a sense of mystery, making people want to continue reading and exploring. Only then can the title be considered successful.

For the content of pharmaceutical articles, we must design them closely, linking them one by one, with themes, focuses, and highlights. First of all, we must first position ourselves, determine the group of people, determine the fighting method, and determine the core points of appeal. Only by understanding the needs and pain points of consumers and adding corresponding sales strategies can we impress consumers and achieve sales.

In fact, most of the people who can pay attention to medicines are patients or their families. Most of the pain points of these people are fear of the torture and development of the disease and fear of death, so their desire and needs for survival are stimulated. Whether you have money or not, you have to treat illnesses and save lives. Especially for people who are seriously ill, these people buy because they are afraid. At this time, rational consumption will decrease, and impulse consumption will account for the majority. Therefore, we must make good use of this, and can choose emotional marketing or scenario-based marketing, etc., depending on the specific situation and group of people, so as to make consumers feel passionate, excited, and stimulate desire.

Then you need to determine the concept and entry point. You need to know whether the whole article is focused on pain points or other points. It must be a point that stimulates the desire to buy, so that consumers have the urge to buy at any time.

Then, refine the characteristics, selling points, and uniqueness of your own products from similar products, that is, show features that other companies do not have and cannot show; if they do not exist, create them to show another aspect , we must give consumers a reason to choose you; then we must give promises, benefits that consumers can get, service guarantees, etc. Remember, promises should not be empty words, they should be related to real life, be real, use friendly language, and do not over-promise. The main point of an article should be simple, and an advertisement should simply say one thing. Saying too much will be counterproductive and make people wonder what you want to express.