What does the health center cover?

In the eyes of Yangshengtang people, marketing is a circle, half of which is inheritance and half of which is creation. They are trying to draw this circle perfectly and draw it better than others.

Yangshengtang Company has capital that it is proud of: it has always adopted a multi-brand marketing approach, one product per brand, and in less than ten years it has created at least 5 well-known brands - Yangshengtang Turtle Pills , Duoer Capsules, Nongfu Spring, Qingzui Lozenges, and the Happy Growth Vitamin Complex Tablets launched last year.

Almost all famous brands have slogans that are household names. In addition to "Nongfu Spring is a bit sweet", Ruduo's "beauty from the inside out", there are also "Want to know the taste of clearing your mouth", "What is the grace of raising children" in the father and son series of Turtle Pill TV commercials "Report" will have a certain impact. What is the magic power of Yangshengtang? Can a brand become popular after it is launched?

Sneak into the minds of consumers

Yangshengtang’s advertising strategy has been positioned from the beginning to enter the minds of potential consumers.

In the past 10 years, Yangshengtang people have adopted information-intensive and serialized methods and are good at creativity. They have created and published nearly a hundred pieces of graphic advertising copy for Turtle Pills alone. At first, some people didn’t understand this and thought their copy was too long and had too many changes. Practice has proved that Yangshengtang's advertising strategies are effective because they satisfy consumers' desire to know as much and as detailed information about health as possible.

Yangshengtang’s unique advertising and advertising activities bring people a sense of freshness from time to time. Among them, the most original and influential advertising and marketing campaign is the “finding patient friends” campaign.

Yangshengtang has conducted a large-scale "patient search" in Zhejiang, Jiangsu, Shanghai, Guangdong, Fujian, Hubei and other provinces and cities, that is, it has selected thousands of patients who are most in need of funding and established patient case files. It provides three special credit services, including Turtle Pill discount card, take first and pay later, and tracking services; and then cooperates with famous experts from major hospitals to organize roving medical teams to go deep into the grassroots, carry out free clinics, and deliver medicines and medicines to doorsteps, face-to-face Serving all patients. Tens of thousands of Yangshengtang patients across the country have received free medical services from experts.

This series of special announcements released through the media has created a huge sensation and a wide coverage, which can be said to be unprecedented. For a time, the slogan "All people suffering from diseases are the parents, brothers and sisters of the Yangshengtang", with its extraordinary broad mind, sneaked into and nourished everyone's heart.

Incomprehensible emotional appeal

Modern advertising is increasingly downplaying product features and functions, and is endowed with rich feelings such as psychological value and emotional factors. If a company seizes a social topic related to the product and closely links the product with a certain kind of human sympathy through unique advertisements and advertising activities, then people will accept not only the product but the product as well. The emotional satisfaction and human touch that comes with the product.

When Yangshengtang advertisements make emotional appeals, they pay more attention to traditional Chinese culture and ethics. For example, the connotation expressed in the TV series of advertisements of Yangshengtang Turtle Pills "Father and Son Love" is one of them. Especially the philosophical slogan in the birthday chapter that is abstracted from life: "Almost all fathers know their son's birthday, and how many sons know their father's birthday!" It also reveals social and humanistic care. Therefore it is deeply touching.

Quality creates famous brands

For enterprises and products, quality is the ultimate element of success. Advertising is most effective when it is designed to sell a product that is superior to competing brands. In order to dispel consumers' doubts and establish the high-quality and authoritative image of Turtle Pills, Yangshengtang has carried out a series of quality commitment and quality assurance advertising campaigns:

For example: "Risk of 100,000 yuan per case" Liability insurance; seminars on the medical value of turtles, pharmacological academic conferences and expert certification meetings; series of advertisements for turtle pills, including the announcement that turtle pills won the national invention patent, the announcement "High quality is priceless", and "Here comes Humpty Dumpty." "(New safety capsules are on the market) announcement; Nongfu Spring Qiandao Lake "source search" activity.

Among them, Hainan’s “Searching for Truth” campaign is as follows:

In order to enhance consumer trust, Yangshengtang launched the unprecedented scale “Yangshengtang Turtle Pills Hainan Searching for Truth” , 435 notarized consumers and representatives from all walks of life from 8 provinces and cities across the country were invited to inspect the production base of Hainan Yangshengtang, and enthusiastically testified for Yangshengtang Turtle Pills, which is known as "showing the bottom line to consumers, from the perspective of consumers" Go ahead and communicate the best behavior between companies and consumers.”

Concepts can also be sold for money

What kind of company Yangshengtang is is vague in most people's minds. Is it a company that sells water or a company that sells medicine? People who have a deeper understanding of Yangshengtang culture will say that they are selling a concept and using wisdom to sell a "healthy" concept.

“We are selling a concept of health, and we are desperately promoting our understanding of health. We hope that our people and our citizens will have a very good physique. We use this product and this Services to make profits. The better our services are, the stronger the sense of recognition, the higher the favorability, and the more famous the place, the higher our profits will be. This is the reward from the people. .

Because people think you are trustworthy among the many commodities and products, your company has vitality. "Zhong Suisui, President of Yangshengtang Co., Ltd. said.

Being first and establishing a connection between the product and a certain concept is the characteristic of Yangshengtang's advertising activities.

For example:< /p>

Duoer New Female Host Competition: Starting from the end of April 1999, the "Duoer New Female Host Competition" was jointly organized with more than 10 TV stations across the country and the China Host Research Association in Beijing, Shanghai, etc. Held in 14 cities. 21 contestants from 14 cities in 7 competition regions participated in the finals held at Shanghai Oriental TV Station on August 19. The theme of this competition is to promote knowledge-based and intelligent hosts.

< p>The same activities include: Duoer's concept of "nurturing the outside with the inside"; Duoer's Q&A activity on "When is a woman most beautiful?" Duoer's Q&A activity; "Who do I meet when I am most beautiful" (Duoer's Q&A activity 2 ); the concept of "second growth" of Turtle Pills and the planning of "Nongfu Spring is a little sweet", etc.

It is this series of activities that make the circle of Yangshengtang become bigger and bigger. The better the painting.

Characteristics of Yangshengtang’s advertising

In short, the characteristics of Yangshengtang’s advertising can be summarized as follows:

Phases: The advertising content is determined based on the different stages of product promotion, that is, the market maturity of the product in a specific market. The main forms of advertising in the introduction period are determined based on the specific psychological characteristics and emotional identification methods of specific groups of people at specific stages. It is a rational appeal, convincing people with reason. In order to emphasize the uniqueness of the product, the appeal focuses on the introduction of large-capacity and large-scale factual information, and through sufficient advertising, make them as widely known as possible.

Integrity: In the same advertising campaign, there is continuity between advertisements, but each advertisement is a complete work and should maintain its relative independence because it is assumed that consumers are advertising with us. It is unrealistic for people to read a series of advertisements one after another without interruption.

Credibility: Both the "commitment system" and the "seeing is believing" method can be used. The most direct way is to invite batches of consumers (and journalists) to conduct on-the-spot inspections. When informing about products, activities, and companies, Yangshengtang advertising can better grasp the proportion. Try to be truthful and well-founded in what you say, and don’t make false statements.

Positiveness: Create an approachable product brand and corporate social image to integrate the brand image and product personality to enhance the brand. In terms of establishing goodwill, Yangshengtang advertising mainly adopts large-scale public relations advertising campaigns with a public welfare theme.

Thematic: marketing activities must strive to leave a deep impression on people and be coherent. Sexuality, all marketing activities should be carried out around the product concept, as long as the concept is deeply imprinted in the minds of consumers, value will be generated.

Serialization: several advertisements in a row, using a unified tone. A unified slogan, unified components, concentrated appeals around the same theme, coherent content, similar but minor differences, a group of themed series of advertisements, because of their long duration and interrelated content, give the audience a relatively clear picture. Overall impression of atmosphere.

Thematic and serialization are more reflected in advertising operations, especially large-scale public relations and charity activities. Generally speaking, it has the independence of overall planning, but locally it has the personality of "fighting independently". Several relevant and in-depth activity links have pushed Yangshengtang products into the hot topics of social discussion. Each activity link is effectively building up the brand image.

Big momentum: Yangshengtang’s advertising activities (especially large-scale advertising activities), with their high investment, huge momentum and wide influence, have a huge impact on the audience, especially consumers in Jiangsu, Zhejiang and Shanghai. With deep impressions, high investment, and grand events, the audience will be given a sense of grandeur. This kind of grand planning and operation, as well as the comprehensive psychological impression it gives to the audience, can not only increase the attention of Yangshengtang's advertisements and products, but also use the simplest A direct way to show the society that the company is developing healthily. The positive benefits of this image investment over time cannot be underestimated.

In a sense, it is Yangshengtang’s advertising and marketing wisdom that creates Yangshengtang’s unique corporate culture and casts the charming halo of each well-known Yangshengtang brand.