How to get rid of the strange circle of false advertisement in pharmaceutical enterprises

"Recently, I was surprised to find that there was no" antihypertensive drug "recommended by the" Professor "in white coat on the TV screen What's more surprising to me is that pharmaceutical companies also apologize for publishing false advertisements " Not long ago, a reporter interviewed in Hubei Province, consumer Li said Pharmaceutical companies apologized to consumers for publishing false advertisements on TV In Mr Li's view, this is really a new thing Will it be a walk through? Will it come back in a while? " Li questioned In the investigation, the reporter found that, like Mr Li, there are many consumers who question whether pharmaceutical companies can change their ways of publishing legal advertisements Drug companies have become a persistent disease in the drug market by publishing illegal advertisements According to the data, 95% of medical advertisements are illegal From late April to late July, the State Administration for Industry and Commerce and other eight departments carried out special rectification of illegal medical advertisements By the end of June, 450000 illegal advertisements had been transferred by the food and drug administration to the industrial and commercial administration for investigation Among them, there are many famous enterprises, such as Harbin Pharmaceutical Group, Jilin Aodong, Zhejiang Kangenbei, etc "In the face of illegal medical advertisements, there are few domestic enterprises that can do their own good The overall fall of pharmaceutical production and management enterprises highlights the urgency of purification of pharmaceutical advertising market Pharmaceutical production and management enterprises should cherish their own brand reputation, strengthen management from the source, and put an end to false pharmaceutical advertising " A person in charge of the China Pharmaceutical Press Association said The game of profit and loss "in recent period, the company has been reflecting on: what does false medicine advertisement bring to us?" The head of a medical company in Hubei said that there was a lot of bitterness in medical advertisements At the beginning of the year, the company obtained a kind of agent right of Chinese patent medicine for cardiovascular and cerebrovascular diseases in a drug manufacturer in Shaanxi Province through bidding After the variety was put on the market, the sales have not improved In a county-level city drugstore, there was even a record of "zero" monthly sales "Through market research, we found that there are no less than 10 varieties with the same efficacy in the same regional market The sales of these varieties are surprisingly good, including a variety of single store sales are about yuan every month It turns out that 90% of these varieties use advertising marketing, including TV advertising, newspaper folder, outdoor advertising, door slit advertising, etc " The person in charge said "It seems that marketing creativity is very important." This person in charge then let an advertisement company "creative" an advertisement piece One month later, with the broadcast of the drug ad, the sales rose in a straight line, and the average monthly sales of a single store in the County Center was about yuan Even in Township drugstores, the sales exceeded yuan However, the good times are not long On May 10, a fine issued by the local drug regulatory department came as a bolt from the blue: the product had to be removed from the market and a correction notice was issued in the media to eliminate the adverse effects of illegal advertisements "Since the product was removed from the shelves, the loss of the company is about 10000 yuan every day The original advertising fee has gone up and down, but now we have to invest extra money to publish and broadcast the correction notice The most painful thing is that I don't know when the product will be able to "unfreeze" and resume sales " "It seems that illegal advertising is a double-edged sword, which will bring benefits and hurt itself at the same time," said the person in charge I really can't do this kind of thing after it's not worth it " However, in the situation of product homogeneity and fierce market competition, how to use novel and standardized "advertising creativity" to market products is a problem that every pharmaceutical enterprise has to face It is understood that most of the varieties produced by domestic pharmaceutical enterprises are homogenous In order to earn a place in the market, "smashing advertising" has become a common problem of domestic pharmaceutical enterprises, which is bound to "boast and brag" on the advertisement release Relying on advertising to win a moment of emphasis on research and development is the fundamental "regulatory impunity for illegal pharmaceutical advertising provides a certain living space." Mr Chen, an advertising media company in Beijing, told reporters that for a long time, the planning of domestic pharmaceutical advertising copy has been a model of "intimidation + exaggeration" When describing the concept of disease, we usually use the way of intimidation; when expressing the curative effect, we use the absolute assertion and guarantee to cheat the patients' trust, so as to stimulate the sales "In fact, any medicine has the dual effects of treatment and injury (side effects) The misleading of illegal advertisements will delay the diagnosis and treatment of the disease, damage the health and even life safety." Mr Chen said that a responsible advertising media planning company, when helping customers with pharmaceutical advertising planning, must be creative from the perspective of audience health and carry out "bright spot" planning according to the characteristics of products The typical case of breaking through product homogeneity in advertisement planning is Jiangzhong Jianwei Xiaoshi tablet At that time, the idea of "stomach power" of motilin, the main competitor of Jianwei Xiaoshi tablet, was deeply rooted in the hearts of the people However, through market research, Jiangzhong pharmaceutical found that consumers regard Motilium, staphylone and Sanjiu Weitai as the same kind of products, which are used to treat stomach diseases In most people's opinion, gastritis or gastric ulcer is stomach disease, and dyspepsia is caused by improper diet at ordinary times It's a common small problem that can't reach the level of "stomach disease" At this time, it's necessary to take digestive medicine to help digestion Therefore, Jiangzhong Pharmaceutical Co., Ltd has positioned Jianwei Xiaoshi tablets as "daily digestive drugs", with the advertising words of "stomach distention, abdominal distention, indigestion, Jiangzhong brand Jianwei Xiaoshi tablets" to promote the market scale of Jianwei Xiaoshi tablets to more than 1 billion yuan "The case of Jiangzhong Jianwei Xiaoshi tablet has enlightening significance for other pharmaceutical enterprises in advertising planning." Mr Chen said that at present, the homogenization of products produced by Chinese pharmaceutical enterprises is very serious, with dozens fewer and hundreds more Therefore, it is necessary for enterprises to make a choice of products according to the characteristics and consumption needs of products on the basis of the research and demonstration of regional disease spectrum, so as to accurately locate the market, and make more innovation in promotion means, so as to avoid the violation of advertising content and form For example, Rongchang pharmaceutical has been insisting on toilet advertisement for many years, and pasted the self-adhesive public service advertisement of Rongchang Antai all over the toilets in the north and south of the Yangtze River As time goes on, Antai has become a well-known product in China "At the same time of the innovation of advertising means, the key for an enterprise to become bigger and stronger in the market is to invest in the research and development of new products With their own unique "hidden weapon" based on the market " Mr Chen stressed that according to incomplete statistics, most domestic pharmaceutical enterprises spend about 5% - 10% of their total sales on advertising every year, while only about 1% of the funds invested in scientific research Pfizer has invested more than $5 billion in R & D every year "If we do not increase the investment in product research and development, we will be far away from the strange circle of advertising and marketing." Businesses should take the initiative to put an end to illegal advertising "Now there is a strange phenomenon Once the illegal advertising is exposed, the enterprise will cry out injustice, and put the responsibility on the seller, as if they are innocent." A staff member of Hubei food and Drug Administration told reporters "In fact, this not only does not mean that we can't get rid of ourselves, but also shows that enterprises are shirking their responsibilities for failing to face up to the problems." The staff stressed that it is very urgent and important for pharmaceutical enterprises to promote corporate citizenship and strengthen social responsibility Pharmaceutical enterprises should build their brands by improving the level of business ethics and serving public welfare undertakings In the interview, the head of a pharmaceutical company in Hebei told reporters that they had set up a special supervision group for the release of drug advertisements In addition to reviewing the advertising samples produced by the marketing department, the responsibilities of the supervision group also require the marketing department to sign the responsibility contract for advertising release with the seller when conducting product investment promotion, and restrict the illegal behaviors such as the seller's unauthorized release of self-made advertising, change of advertising content, etc through economic means "In this way, the release of illegal advertisements is well controlled from the source." According to the person in charge, on this basis, the supervision team will regularly inquire the local supervision department and public opinion monitor where the seller is located about the product advertisement release through telephone, email and other means, "once we find the symptom of the problem, we will start the punishment mechanism." "While standardizing the production enterprises and distributors, the retail drugstores, which are the sales platforms of illegal medicine advertisements, also need to regulate themselves." Mr Wang, a pharmaceutical sales chain company in Hubei Province, said that pharmacies should regularly conduct self inspection on the drugs and health food they are dealing in, to see whether the labels, instructions, leaflets and other products exaggerate the publicity If there are false ingredients, they should remove the counter in time, return them to dealers and manufacturers, and notify the purchasing department When purchasing products, they should strengthen the qualification examination of manufacturers Those who exaggerate the propaganda will not buy "If these illegal advertisements cannot be found in time, once they are investigated and disclosed by the competent authorities, it will not only affect the manufacturers, but also the retail pharmacies that operate these products." Mr Wang pointed out that in order to safeguard their own interests, drugstore operators should pay special attention to the qualification examination when purchasing products The business license, drug production license, GMP certificate, product approval document, power of attorney of legal person and other information of the supplier should be checked by the website of the supervision department For the varieties advertised, the drugstore shall ask the supplier to provide the advertisement approval document to check the real situation of the advertisement content "We should take the elimination of false drug advertisements as the work to protect the face of enterprises, so that enterprises are far away from false drug advertisements."