Pharmaceutical event planning

Drug activity planning 1

In the entire marketing process of drugs, drug stores are the last link. When a product enters a pharmacy and is put on the counter, it is just transferred from the commercial unit to the downstream. Only when the product is sold, the entire sales process is completed. In a situation where the homogeneity of products and marketing methods is becoming increasingly serious, how to make your products stand out and catch the attention of customers requires you to carry out some targeted promotional activities from time to time. After all, whether it is a pharmaceutical manufacturer or a business Units and pharmacies, increasing the repeat purchase rate of customers is the basis for everyone's survival. Only in this way can a virtuous cycle be formed. How to design a practical and effective purchase and gift activity plan? According to the author’s experience, we should pay attention to the following three aspects:

1. The creativity must be new

Now the competition in terminals has entered a fierce stage In this state, every pharmaceutical manufacturer regards the "decisive terminal" as its "rule of thumb" and invests a lot of people, money and material resources in the terminal. Buying and giving activities are the most direct and effective way to seize market share and boost sales. , so it is very frequent, and it is really "you sing and I will appear on the stage", but most of them use some daily necessities as gifts, such as laundry detergent, soap, etc., which lacks new ideas. Of course, these methods are not useless. Since everyone is using them, "their existence is reasonable." But if you can design a creative purchase and gift plan that can not only boost sales, but also enhance the brand image, killing two birds with one stone and complementing each other, why not? Creativity must be new, strange, and unique, and you need to get out of the established thinking mode. , make bold ideas, seek verification carefully, and don’t do things behind closed doors. Go to the terminal frequently and get close to pharmacy operators and customers. They have the most say in your products, so they also know what they need most.

2. The relevance must be strong

The design of the gift must have a certain relationship with the product itself and cannot be "irrelevant", otherwise, it will be a failure. When the author worked at the grassroots level of a company famous for producing diabetes drugs, he once designed an "x sales" plan. Buy "pills" and get "urine glucose test strips" for free. The gifts used in this program are an affordable and effective detection method for diabetic patients to control urine sugar. The correlation is strong and the price of the gifts is low, about 1 yuan per box, while the retail price of a box of medicine is RMB 10. A few yuan, the input and output are very reasonable, and good results have been achieved in actual operations. Others, such as rhinitis tablets (or drops) for cold medicine, and Danshen tablets for cardiovascular and cerebrovascular medicine (if the medicine is delivered, it is your own product, which will also promote other varieties. If your product line is shorter, then It can only be "making wedding clothes for others"), medicated toothpaste and toothbrushes, etc. are all good. But it is necessary to distinguish the priorities. For example, rhinitis tablets and cold medicine are a bit far-fetched, because colds may be accompanied by rhinitis symptoms such as nasal congestion and runny nose, but rhinitis is not always caused by colds. This must be remembered.

3. Practicality and operability must be strong

The author once designed a promotional plan for treating "breast disease medicine". If you buy a course of medicine, you will get a free bra. This solution is creative and relevant, but not very operable. Because women's underwear comes in several sizes, and when it comes to shipping, you don't know how many of each model you need, so you need to make each size wider when purchasing. If the activity cycle is short and OTC representatives cooperate on site for 2-3 days, they can be returned and exchanged in time after the activity is over. However, if the activity cycle is longer and the gifts are controlled by the pharmacy, the actual operation will be very troublesome, so we can only I reluctantly gave up on this plan.

In addition to the above three aspects, the cost control of gifts cannot be ignored, because this is directly related to the input-output ratio of promotional activities. At the same time, if the gift attracts more attention than the product itself, it will overshadow the guest. The negative effect is like a "walk-in" on the stage who steals the "role", putting the cart before the horse. Remember, it is just "green leaf", and a customer will never buy a drug that has no use for him just to get a free gift. If your product has a high added value, or is recommended based on treatment courses, the value of the gift may be slightly higher to increase customer purchase interest. Otherwise, only small gifts can be used. As for the purchase of gifts, there are some small gift wholesale markets in various places. You can often go there to have a look. You can see the gifts customized by many pharmaceutical companies. Maybe you will have unexpected surprises, thus formulating a surprise, practical and effective one. Promotional plan comes.

Pharmaceutical activity planning 2

The marketing strategy with promotional activities as the main expression is the main driving force for the sustainable development of the pharmacy. The second one is the planning of the "pharmacy promotional activity plan".

1. When communicating with store operators, we found the following problems in organizing promotional activities:

1. There is not enough time to arrange, preparations are not timely, and it is not until the festival I planned a promotional event temporarily, but found that there was not enough time for negotiation, design DM, material design, employee training, etc. I could only hastily arrange a theme and complete it, which naturally made it difficult to achieve good results.

2. The process of completing promotional activities according to the division of labor among departments and stores has not been developed. Regardless of the size of the activity, the decision-making is still made by the boss himself.

3. There are several problems with publicity: the cost of media advertising is too high, the government’s supervision and control of leaflet distribution, customers’ aversion to leaflets, and the waste of ineffective distribution by employees.

4. When conducting promotional activities, I feel that the manpower is tight and there are not enough people.

5. It is difficult to come up with new promotional ideas, especially when customers are numb to the activity.

2. How can we organize relatively low-cost and effective promotional activities?

In our operations, we usually stipulate the company's promotion outline. We will deploy according to the following principles:

1. Divide promotional activities into: regular promotions, holiday promotions, theme promotions, new store opening promotions, store celebration promotions and responsive promotions for competitors.

2. Set the regular promotion activities to a promotion cycle every n days, and arrange a promotion theme according to the season for each promotion cycle.

3. All stores participate in regular promotional activities. If some event details are limited to certain stores, you can indicate on the leaflet that it is limited to stores.

4. Temporary short-term activities such as new store openings, store celebrations, competitive strategies, holiday promotions, etc. are added in the form of single folders, generally with a cycle of 3-7 days, targeting the corresponding stores;

5. Each promotion event is accompanied by a promotion plan, product list, gifts, material list and display standard guidelines.

3. Many pharmacies often struggle with the theme of organizing activities. In fact, it is not that difficult after planning. Let’s take a look at the table below:

Annual promotion theme arrangement

Serial number program date theme outline

New Year’s Day, January 1

Spring Festival, January 31

Lantern Festival, February 14

< p>Valentine's Day, February 14th

Women's Day, March 8th Women's Products

Tomb Sweeping Day, April X

Labor Day, May 1st Pharmaceuticals Event planning 3

1. Pre-event media publicity

Through promotional activities, attract a large number of target consumers, form a participation and purchase boom, spread product and service concepts, and form word-of-mouth communication. Cooperate with news hype and advertising before and after the event to release product information to achieve the purpose of quickly occupying the market.

2. The content of the activity is determined according to the theme

The prerequisite for the success of the activity is that the content must be attractive. Including discounts, free gifts, expert free clinics, drug purchase lottery, etc., they are all indispensable means to attract the target group

3. Preparations before the event

1. Information release

①. Activity information can be published in the Loudi Radio and Television Newspaper, because the audience of the TV Newspaper is every household, and its circulation is 40,000 copies, which is more effective than other newspaper media. Be good.

②. Loudi People’s Broadcasting Station will publish promotion advertisements from September 26th to October 6th. The time is from 8:00 in the morning to 9:00 in the evening, and it will be played 10 times a day.

③. Hang a banner at the entrance of the Xinjian Pharmacy Center store with the theme and slogan of the event from September 25th to October 7th.

④. Publish information that can increase participation enthusiasm and the number of people. For example: the event starts at 9:30, please do not line up too early.

⑤. Be sure to add the words "The company reserves the right to interpret the event" in the margin of the advertisement to avoid unnecessary trouble.

2. TV: TV advertisements are fly-by-word advertisements. The content is mainly about introducing activities, supplemented by simple product introductions or simply not mentioning the functions of the product.

3. On-site layout

A well-arranged event site can make the event proceed in an orderly manner, increase the momentum and atmosphere of the event, and attract more people to participate.

(1) Banner with the theme of the event.

(2) Large display boards and backboards that highlight the product image and event theme content.

(3) Hang flags, table signs, large posters, and leaflets.

(4) Information desk, gift (consumption coupon) distribution desk, sales desk, etc.

Personnel Arrangement

(1) Arrange a sufficient number of service personnel and wear work cards or ribbons to facilitate identification and guidance of services.

(2) There must be personnel on site to maintain order (arrange group company security to assist).

(3) On-site consulting personnel and sales personnel must have a clear division of labor and cooperate with each other.

(4) Emergency personnel (generally led by leaders, if there is interference from government functional departments, etc., they should be dealt with in a timely manner).

4. Public relations liaison

Go to the industrial and commercial, urban management and other departments in advance to handle the necessary approval procedures.

IV. Key points for on-site execution

1. The staff should be the first to arrive at the scene and get into their positions.

2. Publicity personnel distribute leaflets, introduce activities and products, and guide customers to the sales desk.

3. Master the rhythm of activities, maintain order on site and prevent looting and other accidents to avoid negative effects.

4. Sales staff prepare sales matters and introduce sales products.

5. Gifts should not be distributed too early or too late within the specified time. Please register personal information and signature when distributing gifts.

6. The host announces the end of the event and the scene will be temporarily reserved until possible.

7. Sales will continue at the on-site sales desk.

8. Clean up the site and retain recyclable items for later use.

5. A summary meeting should be held at the end of the activity

Evaluating the effects and gains and losses of the activity is a very important part. Only by constantly summarizing can we avoid detours in future activities. Pharmaceutical event planning 4

1. Activity background

The Mid-Autumn Festival and National Day are days for family reunions and family affection. They are also the golden sales period for health care products. The market will focus on Carry out buy-and-give promotions in key pharmacies, in exchange for the pharmacies giving us preferential or free support in terms of promotional policies, terminal displays and a series of market construction activities to increase the sales of our health care products.

2. Purpose of the activity

1. Through the promotion of key drug stores and strengthening management and training, we will carry out concentrated attacks on key drug stores and launch the construction of "100 Box Stores" within a time limit. Wan Yuan Store" terminal works.

2. Seize the two aspects of consumer demand respectively:

1) Decent and exquisite gift boxes to cater to social holiday gift-giving needs;

2) Realistic , efficacy, buy health products to solve certain body problems, and use convincing examples and promises to impress consumers.

3. Fully digest the existing inventory of medicines and health products.

3. Activity time

1. Campaign time: X month, X day, 20X

2. Activity time: X month, X day, 20X

4. Activity location: Big shopping mall

5. Main products: health products

6. Activity format

Format 1: Purchase X1 box for free X or Xx1 box

Buy X2 boxes and get X or As a result, in the early stage of the event, the terminal points were vigorously promoted in various forms such as pop, kt display boards, shelf stickers, etc.: "XXX, especially suitable for people with low immunity and prone to fatigue" and "XX - China's well-known trademark product".

2. Use a large display area and good display location to coordinate and undertake print media publicity. Gifts are required to have gift logos inserted so that customers can see them clearly. The pile display is unified as: products + gifts + hand-painted pop.

3. Before the event, organize shopping guides to clarify the content and tasks of the event, further familiarize themselves with the ingredients and functions of the company's health products, and unify the output caliber.

In order to promote the development of chain businesses in various places and provide more retail companies with opportunities for mutual exchanges, we hope that purchasing directors, purchasing managers, planning managers, and planning supervisors from all retail chain supermarkets across the country will be able to participate. , showing our novel, unique, and highly operable golden ideas and solutions to everyone so that everyone can communicate and learn from each other. Pharmaceutical activity planning 5

Most pharmacies will hold promotional activities during festivals, which not only brings benefits to customers, but also brings profits to the pharmacies. Looking at thousands of pharmacy promotion activities, we found that many pharmacies do not lack creativity, but lack of execution. Generally, it includes four executions: materials in place, atmosphere in place, publicity in place, and training in place.

Materials in place

Materials in place mainly include commodities, gifts, and promotional materials.

First, conduct data analysis based on seasons, festivals, regions, common diseases and best-selling products, find out best-selling products and key products corresponding to common diseases, and fully stock up. For example, we have found 30 key products in autumn and winter. If we request goods 8 times a month, there are 35 boxes in stock at a certain time, and the sales volume last month was 160 boxes. The usual replenishment formula is: quantity required = 160/8 =20,20x2=40,40-35=5, 5 boxes is about the quantity of goods, and it is necessary to ensure that the inventory has two cycles of sales. It can be adjusted appropriately based on experience, so as to ensure that there is enough inventory for key products, so that the inventory can be fully stocked and displayed. During the event, it is usually recommended that key products ensure one month's sales as inventory, which means the goods are in place. Once again, based on the sales targets and purchase and gift levels set by the event, calculate the type and quantity of gifts, and prepare them in place. Finally, prepare promotional materials according to the banners, DM sheets, speakers, recordings, POP, posters, megaphones, etc. required for event promotion.

The atmosphere is in place

The atmosphere inside and outside the store is in place, including arches, hanging banners, clean signs, themed windows, spray-painted photos, umbrellas at the entrance of the factory to promote free clinics, and in-store audio The speakers outside the store play event recordings, key product promotion recordings, corporate culture recordings, health recordings, and hang corresponding activities and product POPs in the store.

Be sure to ensure that the marketing atmosphere of the store is sufficient, with employees smiling and providing enthusiastic services; the products are rich and plump on display, and key products are prompted with POP, explosion cards, and cloud cards; such as ladder-shaped, circular, and heart-shaped displays , make an empty box Chinese knot, make a wind chime, get some sunflower cards... These are the atmosphere in place, making customers feel beautiful when entering the store. Be willing to stay a little longer and increase interaction time with the store clerk.

Propaganda is in place

Distributing flyers in different communities, time periods and groups with the store as the center

A unified vocabulary for issuing orders: Hello, we are xx Pharmacy will hold a 100,000 gift giveaway event from x to x from x, you are welcome to participate. Define actions, define expressions, produce activity recordings, purchase and gift recordings, lottery recordings, health recordings...Outdoor audio playback, arches, banners, door free clinics, member phone calls, member text messages, electronic subtitles, etc.

Training is in place

Letting each store employee know the activity plan thoroughly is the key.

It must be practiced by all store employees, not just simple training and memorization.

Focus on three unifications: unified mission, unified language, and unified actions.

The mission is to clarify daily sales targets, customer unit price, transaction number targets, key product targets, and then instruct each clerk to do everything possible to let each customer take a gift.

The language is unified from the second level, in order to increase the unit price per customer. For example, if you buy 48 yuan or more in the first tier, you will get two packs of laundry x, and if you buy 88 yuan or more in the second tier, you will get a stainless steel basin. All employees are required to say a word to customers: Hello, today we are doing an event where you will receive a stainless steel basin with a purchase of 88 yuan or more!

The action is to require all store employees to carry the basin throughout the business hours and install the designated basin in it. Every detail of the items (a DM slip, a pack of first-tier gift laundry x, a third-tier gift water cup) must be in place. If the chain headquarters uniformly trains store managers, store managers uniformly train store staff, the headquarters goes to stores for random inspections, and the headquarters uniformly inspects and implements the training of store managers the day before the event, and proposes assessment rewards and punishments. If the implementation is not in place and the assessment score fails, the store manager Even dismissed on the spot.

Promotional activities in pharmacies usually consist of three parts of planning and seven parts of execution. It can be seen that the most important thing is execution. If the pharmacy can truly implement the activities in the process of executing promotional activities, then the promotional activities will be successful. Pharmaceutical activity planning 6

1. Activity theme:

Love and contribution to society and luck to customers

2. Activity time:

xxx October 20, 2020 - October 24, 2019

3. Event location:

The empty space in and in front of XXX Pharmacy

4. Purpose of the activity:

1. Increase the in-store customer flow of XXX Pharmacy;

2. Increase the popularity of XXX Pharmacy in the local area;

3. While stabilizing existing consumers, we will explore new consumer groups.

5. Activity content:

1. Apply for a membership card for free. With the card, you can enjoy membership prices for medicines and Participate in various promotional activities held by pharmacies.

Analysis: The purpose of setting up this project is to discover new consumer groups and involve them in the whole process of purchasing medicines

To understand, experience and accept this pharmacy, and to create a better future. Its development has laid a good foundation for stable consumers.

In business competition, price war is one of the most effective means used by businesses in competition.

This move can quickly attract consumers, discover new consumers, and combat Weakening the role of competitors is an operating method for newly opened stores that want to quickly occupy the market, expand sales, increase influence, and enhance communication effects.

2. Consumers holding membership cards can enjoy double points when purchasing medicines (excluding medical devices) during the event. If the corresponding points are accumulated, they can redeem corresponding gifts for free. The 25th of every month is the day when points are redeemed for gifts. Points method: Earn 1 point when spending over 10 yuan, and so on. (See the in-store announcement for the redemption gift catalog)

Analysis: The purpose of setting this item is to stabilize existing consumers. Consumers' purchase of medicines is a repeated consumption behavior. In order to maintain their consumption behavior, it is necessary to set a consumption amount target for them to stimulate their desire to consume and encourage more consumption. consumption in order to achieve the role of stabilizing consumers.

3. During the event, customers who purchase a corresponding amount of medicine can receive corresponding gifts for free.

18 yuan will get you a bag of salt:

38 yuan will get you a 208g piece of transparent soap:

58 yuan will get you a bottle of dish soap;

88 yuan will give you a pair of slippers;

128 yuan will give you a 10-pound bag of flour;

158 yuan will give you a 1.5L bucket of golden arowana;

Get a free 3L rice cooker for RMB 218;

4. Consumers who spend more than RMB 500 can receive an additional RMB 50 Minsheng Shopping Card in addition to the corresponding gifts.

(Shopping cards and gifts of corresponding amounts can be superimposed)

This method belongs to the most popular marketing method. On the one hand, it uses high-end shopping malls to improve its own image and differentiate itself from other pharmacies. , establish its own high-end brand to attract consumers' attention; on the other hand, it also conducts promotions for shopping malls to increase its turnover; thirdly, it uses the people's livelihood effect to attract high-end customers and retains these customers through the thoughtful service of the store staff .

5. Lottery activity,

Slogan “100% chance of winning when buying medicines from XXX Pharmacy”

Content: During the event, consumers purchase medicines at XXX Pharmacy For medicines (excluding medical devices), those who spend more than 30 yuan in a single transaction on the same day can participate in a free lottery with the cashier receipt on the day. The winning rate of this lottery is 100%.

(1) Lottery method: Use the computer cashier receipt of the day to replace the lottery ticket (the lottery ticket will be printed by our store). The computer receipt will be collected by our store, and the lottery ticket will be used for the draw.

(2) Lottery time: October 20, xxx - October 21, xxx

9:00-12:00 in the morning

3:00-6:00 pm

(3) Lottery location: the empty space in front of XXX Pharmacy

(4) Prize setting: 1 first-prize bicycle Number of prizes 3 second prizes, 1 high-end 3-liter rice cooker, 1 prize, 5 third prizes, 1.8L Arowana cooking oil, 1 barrel, 8 prizes, 4th prize, 10 rolls of toilet paper, 1 prize, 15 participation prizes, 1 high-end toothbrush, A certain number of people

Analysis: This method makes full use of the space advantage to promote the pharmacy, and uses the open space in front of the pharmacy to display the lottery table, prizes, and event props outdoors one by one, whether entering or leaving the pharmacy. Shopping consumers, target customers who pass by the store, or passers-by who do not need to buy medicines, give them a message: if you buy the same medicines and pay the same amount, you will get more benefits.

This is the most direct way to attract attention. It attracts popularity and creates a sensation. It can quickly increase the local popularity of the pharmacy, spread the brand effect, establish the corporate image, better compete for customer resources, and combat competitors. .

6. Preparation before the event:

1. DM single page and POP production and release

(1) DM single page should be produced one week before the event We started designing, producing, and distributing the DM pages the day before the event, that is, on the 19th. This method belongs to pull marketing in the marketing method. The purpose is to increase the high penetration and comprehensive coverage of the event information to consumers, so that a wider range of consumers can learn about the information about the drug store’s promotional activities, and improve the promotion period of the event. increase the number of customers entering the store, thereby increasing the pharmacy’s turnover.

(2) The use of POP posters inside pharmacies can also increase the festive atmosphere of activities in the store, help increase consumers’ interest in purchasing medicines, and regulate the tension between doctors and patients, thus To achieve better promotional purposes.

2. Selection and arrival time of gifts:

Gifts are generally mainly daily necessities, which are consumables with large consumption and wide range of use. Consumers have many times Purchasing needs; at the same time, for pharmacies, purchasing large quantities of the same kind of gifts can reduce purchasing costs and save the operating costs of pharmacies.

3. The event will start on October 20th.

7. Activity budget and expense schedule

Activity budget and expense schedule for October 20, xx

(Chart omitted)

Eight , Activity site layout:

1. Hang a banner at the door of the pharmacy, with the theme slogan of the event "Love to the society, luck to customers"

2. Support the corresponding X display rack. The display racks should have announcements about the content of the corresponding activities, event time, event prizes and some words that attract consumers' attention to provide early publicity for the draw on the 20th.

Pharmaceutical activity planning 7

1. Purpose of the activity:

1. Increase the number of visitors to the pharmacy and extend the stay time of customers in the store to obtain more transaction opportunities, thereby increasing the turnover of the pharmacy ;

2. While providing convenience and benefits to customers in the pharmacy business district, it will further enhance the reputation of the pharmacy.

2. Activity theme:

God is enthusiastic, I am cool

3. Activity time:

June 1st ~ 31st Day

4. Activity location:

Pharmacy

5. Activity content:

(1) Cool and dispel fire - prevent heatstroke Cool down and drink herbal tea on site

On the membership day, customers who enter the store can get a variety of ready-to-drink herbal teas (such as honeysuckle, chicken bone grass, isatis root...) delivered by the pharmacy. A cup of it will make customers feel relieved and feel refreshed. In addition, customers who buy a certain × bag of herbal tea will receive a free exquisite water cup. The more you buy, the more you get.

(2) Refreshing shopping - you can enjoy refreshing services without leaving home

During the event, with the pharmacy as the center, within a radius of × kilometers, the purchase amount of medicines is over 1 yuan , as long as customers call the pharmacy, they can avoid the scorching sun and sweat, and enjoy the free door-to-door service provided by the pharmacy.

(3) Refreshing and refreshing - let you feel the "price" of cooling in the hot summer months

During the activity, some (heat and heat removal, mosquito repellent) Antipruritic, etc.) commonly used products in summer offer huge profits, and pharmacies can also design some packages for sale (sales of several medicines in combination), so that new and old customers can benefit a lot, be satisfied, and have a worry-free summer. Pharmaceutical event planning 8

1. Activity background

The Mid-Autumn Festival and National Day are days for family reunions and family affection. They are also the golden sales period for health care products. The market will focus on Carry out buy-and-give promotions in key pharmacies, in exchange for the pharmacies giving us preferential or free support in terms of promotional policies, terminal displays and a series of market construction activities to increase the sales of our health care products.

2. Purpose of the activity

1. To carry out concentrated attack on key pharmacies through promotion at key pharmacies and strengthen management and training, and launch the construction of "Hundred Box Stores" within a limited time Wan Yuan Store" terminal works.

2. Seize the two aspects of consumer demand respectively:

1) Decent and exquisite gift boxes to cater to social holiday gift-giving needs;

2) Realistic , efficacy, buy health products to solve certain body problems, and use convincing examples and promises to impress consumers.

3. Fully digest the existing inventory of medicines and health products.

3. Event time

1. Campaign time: x month x day, 20xx year

2. Event time: x month x day, 20xx year

4. Activity location:

Large shopping mall

5. Main products:

Health products

6. Activity format

Form 1: Buy xx1 boxes and get xx or xxx1 boxes for free

Buy xx2 boxes and get xx or xx1 boxes for free

7. Promotion strategy

1. Pay close attention to drug stores, strengthen terminal promotion efforts and sales-assisting effects. In the early stage of the event, vigorously publicize at terminal points through pop, kt display boards, shelf stickers and other forms: "xxxxxx, especially suitable for people with low immunity and fatigue easily" "xxxxx ——China’s well-known trademark products”.

2. Use a large display surface and good display location to coordinate and undertake print media publicity. Gifts are required to have gift logos inserted so that customers can see them at a glance. The pile display is unified as: products + gifts + hand-painted pop.

3. Before the event, organize shopping guides to clarify the content and tasks of the event, further familiarize themselves with the ingredients and efficacy of the company’s health products, and unify the output caliber.

In order to promote the development of chain businesses in various places and provide more retail companies with opportunities for mutual exchanges, we hope that purchasing directors, purchasing managers, planning managers, and planning supervisors from all retail chain supermarkets across the country will be able to participate. , showing our novel, unique, and highly operable golden ideas and solutions to everyone so that they can communicate with each other and learn from each other.