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Strict investigations in many places, and pharmacies prohibit posting window advertisements

According to reports from Lingwu Radio and Television Station, Ningxia Lingwu City Comprehensive Law Enforcement Bureau recently launched a special rectification activity to "clean up window advertisements" in response to violations such as window advertisements and wall advertisements posted by drugstores in the city
.

In the rectification action, due to the difficulty and repetitiveness of cleaning up advertisements in retail pharmacies’ windows, law enforcement officers took various measures such as “grabbing, clearing, and punishing” to ensure the effectiveness of clean-up and rectification
.

At the same time that the pharmacy cleaned up the windows and advertisements on the exterior wall, the law enforcement team also issued a "Notice of Ordering Correction" to its operators, requesting them to rectify the existing problems immediately, and no relevant violations should occur again
.
In this regard, the person in charge of the pharmacy assured law enforcement officers that it would prevent the occurrence of out-of-store operations and unauthorized posting of window advertisements, and actively cooperate with law enforcement in future commercial promotion activities and provide relevant training for employees

Posting window advertisements in pharmacies is a common marketing method in the industry.
However, in recent days, many places have taken serious measures to rectify the illegal posting of advertisements in urban areas in order to enhance the image of localities and set benchmarks for "civilized cities
.
"

According to the Dazhou Evening News, in July, Dazhou City, Sichuan carried out a special rectification of the window advertisements of pharmacies, carried out a comprehensive survey of all pharmacies in the central city, interviewed the heads of 453 pharmacies of more than 50 chain enterprises, and supervised the self-cleaning of stores, including window advertisements.
And sign the relevant letter of commitment
.
Law enforcement officials also stated that pharmacies who randomly posted psoriasis advertisements in stores were found to be punished once

In August 2020, the Urban Management Bureau and the Marketing Bureau of Xuanhua City, Hebei Province interviewed the heads of three pharmacies, and required the three pharmacies to immediately rectify and remove them within a time limit in response to the illegal posting of small advertisements in pharmacies
.
It is understood that in accordance with the relevant provisions of the Regulations on Urban Appearance and Environmental Sanitation of Hebei Province, it is forbidden to scribble, depict, spray or paste small advertisements on urban buildings, structures, grounds and other facilities and trees that affect the appearance of the city

After window advertising is banned, pharmacy staff will have higher requirements

Senior medical marketing expert Jiang Hai told Cyblan-pharmacy manager that most pharmacies now do not allow posters to be posted in the windows of most pharmacies, and even pop-ups are not allowed to be posted in the stores
.

Jiang Hai continued to add that after pharmacies cannot post window advertisements, they will put higher demands on the pharmacy clerk: First, the requirements for professional knowledge will be increased; second, proactively promote; third, innovate in activity plans and prices to attract customers
.

Regarding the local requirement that pharmacies should not post window advertisements, some netizens questioned its rationality.
Why can't their stores post advertisements? Is this reasonable?

Lu Donghu of Shanghai Rongrentang Pharmaceuticals analyzed this.
The local requirement that "pharmacies should not post window displays" has its own considerations, but it must act in accordance with the law.
If the law does not clearly prohibit it, pharmacies can still post window advertisements
.

However, it should be noted that local regulations only prohibit the pasting of small advertisements and apply to all stores in the city, not just for pharmacies, so relevant departments should treat them equally, and the posting of window advertisements in non-pharmacy stores also needs to be prohibited
.

Can pharmacies’ “windows + new media” replace tradition?

The reason why local pharmacies are prohibited from posting window advertisements is mainly because the window advertisements of most stores are in a simple and messy form, which is contrary to the concept of "urban beautification"
.
In fact, it is not that pharmacies cannot post window advertisements, but to innovate the form of window advertisements to conform to the trend of the times

The author combed and found that well-known chain pharmacies have gradually abandoned the traditional window advertising >
.

Regarding the application of "window + new media" in pharmacies, some advertising marketers mentioned that 100-inch to 150-inch window projections are very visually attractive.
When a customer passes by the pharmacy, it is easy to notice the sound of the window projection.
If the customer is interested in the pharmacy promotion content, they can take out their mobile phone WeChat and scan the QR code in the window to obtain relevant information.
They can also guide them to join pharmacy members and receive more discounted benefits
.

It can be seen that a pharmacy window with a projection function can become a traffic entrance for the pharmacy
.

Although the pharmacy "window + new media" has a good display effect, it also increases the corresponding operation and maintenance costs, and the brightness of outdoor projection is low, and the effect during the day will be greatly reduced compared with that at night
.
Whether it is necessary to follow up with "showcase + new media" should be based on the actual business situation of the pharmacy

(At the request of the interview, Jiang Hai is a pseudonym in the text)