What is DTC Marketing? DTC Marketing Review

1. Introduction

The DTC marketing model has been proposed as a marketing theory for a long time. Many current operating methods are the embodiment of the DTC marketing model, such as printed materials delivery, membership activities, product websites and various advertising promotions for consumer publicity. But why is the DTC integrated marketing model being proposed now? This has a lot to do with the current pharmaceutical marketing environment and the development of consumers' drug purchasing behavior patterns.

2. Development Possibilities

Changes in the pharmaceutical marketing environment have forced us to closely examine consumers (as mentioned above). On the other hand, the transformation and maturity of consumers’ drug purchasing behavior and the continuous development of the Internet have made it possible to implement integrated DTC marketing:

1. Patients' health awareness is constantly increasing, and their desire to participate in their own medical care is getting stronger and stronger. Especially in some elderly diseases and chronic diseases, such as hypertension, diabetes, prostate hyperplasia and other diseases, patients gradually take important responsibilities for their own health. They have a strong desire to learn about the pathology and treatment methods of the disease, and will actively discuss and communicate with doctors about the medication for their own diseases, which begins to influence doctors' prescriptions to a certain extent. For example, many patients will actively ask doctors to prescribe brand products that they are familiar with through advertisements through various channels, and in turn, doctors will also solicit and pay attention to patients' medication experience and effect evaluation. Therefore, the focus of future pharmaceutical marketing is consumers, which is also the essence of DTC integrated marketing.

2. The abundance of information on the Internet provides convenient conditions for patients to search for relevant information. Through the powerful search function of the Internet, they can learn detailed information about any disease.

Driven by the above subjective and objective factors, DTC integrated marketing has become possible and urgent. In this model, its combination includes DTC websites, DTC promotional activities, in-depth consumer education, word-of-mouth marketing, etc. All forms of close proximity and direct contact with consumers can be used for DTC integrated marketing.

3. Marketing model integration

Marketing itself is not about the level or quality of the model. What any model and method needs to play the most is the advantages of integration, concentration and continuity. The same is true for DTC marketing. On the basis of using different means, communication activities must be planned and adhered to the principles of concentration and continuity to be effective.

4. Website

The development of the Internet has provided pharmaceutical companies with more opportunities to communicate with consumers face to face. Currently, many pharmaceutical and health care product companies attach importance to the establishment and promotion of DTC websites. It is a common practice to establish a special product website for one's own flagship products. In the setting of website sections, service must be the top priority, that is, we must consider what consumers want to know and what problems patients urgently need to solve, rather than trying to force as much product information as possible on consumers. If we want to establish long-term contact with consumers through the website, then we must highlight the "public welfare". To reflect public welfare, we must work hard in domain name selection, website name, content, etc.

The most important thing is to give full play to the two functions of website communication and service. For example, product websites such as hypertension, diabetes or prostate hyperplasia should start from the perspective of consumers' actual lives. In addition to informing the basic causes and consequences of the disease, sections such as online doctor-patient communication or online experts, seeking medical advice and medicine are the core of consumers' attention. Because as patients, they are very concerned about the condition of their fellow patients and the treatment with medicines, and this information is of practical reference significance to the patients themselves. Therefore, consumers can be allowed to edit their personal files and conduct online consultations, and our website service system can carry out service marketing work based on consumers' individual information.

Depending on the different consumer groups targeted by the website's drugs, there will be differences in the form of information dissemination and advertising education. For example, for gynecological drugs, you can use some emotional, tender, and warm content and animation to win their favor; if it is the elderly group, who are relatively orthodox, you have to be more serious and formal, with fewer fancy elements, more reminders related to daily health, and more content that reflects care for the health and psychological needs of the elderly.

5. Promotional Activities

DTC promotions are also an important method in the DTC integration model. Compared with the conventional activities of pharmaceutical companies at the terminal, the fundamental difference lies in the accuracy of the target objects of the promotions. Conventional terminal promotions are only carried out by companies from their own sales standpoints, such as cooperating with TV advertising, seasonal promotions, digesting inventory, and helping channels to ship goods.

DTC promotional activities are generally accompanied by relatively public welfare themes, supplemented by themes of giving back and gratitude, and consumers must feel the company's genuine service and care. Activities can be combined with consumer education and community pharmacies. For example, letters (containing consumer education and disease prevention and treatment practical materials) can be mailed to database consumers in the form of letters according to disease characteristics and seasonal changes. Terminal promotions should be linked to community pharmacies and government agencies as much as possible, and government policies should be paid attention to in terms of timing. For example, elderly products can be combined with community pharmacies and elderly associations, which will undoubtedly greatly enhance public welfare. At the same time, with the support of the chain, terminal recommendations and standardized displays in stores can be guaranteed, which will help improve the effectiveness of the activities.

6. In-depth education

Any communication activity ultimately aims to speak to consumers, that is, to persuade them. Before persuading them, there is another process, which is to make them understand. Only by persuading them can they be convinced and make a purchase. This is especially true for drugs, especially OTC products. What is the efficacy of the drug? What problems can it solve for consumers? Under what circumstances should patients use it? How is it better than other brands of similar drugs? All of this cannot be achieved through traditional media channels such as TV ads (TV ads are more of a communication task to carry brand cues), so it must be achieved through close-range, even face-to-face, in-depth education.

In-depth education for consumers can take many forms, such as providing membership services, mailing letters, establishing consumer databases, and community information columns.

Pharmaceutical companies, especially those with products related to chronic diseases of the middle-aged and elderly, should pay special attention to the establishment of databases, and carry out in-depth education based on accurate databases to win trust through service. First, chronic diseases of the middle-aged and elderly require long-term, uninterrupted medication. Second, once companies win the trust of middle-aged and elderly patients through service, their medication loyalty is relatively high. Third, word-of-mouth communication among the middle-aged and elderly groups has a greater influence within a certain range.

Pharmaceutical companies can gradually build a consumer database through each consumer promotion activity and DTC website, and continuously carry out service marketing work for the members of the database. For example, they can use SMS, websites, and letters to remind customers of issues that need attention and holiday greetings during specific holidays or seasonal changes (many elderly people in urban markets use mobile phones); they can also let patients make suggestions on product use and corporate work through DTC websites, and let consumers participate in some corporate decisions, so as to truly put people first. For example, if they want to change packaging, modify advertising slogans, or corporate image design, they can let consumers make suggestions and form interactions. These are more suitable for male consumers. In addition, they can also combine letter mailing with terminal promotion activities to carry out feedback and gratitude actions. On the one hand, they can attract consumers with actual discounts and gifts, and on the other hand, they can pass on consumer education tools such as manuals to consumers through letter delivery. The compilation of manuals must be closely linked to the consumer's position. We tell consumers what they care about and try to delete invalid information. For example, for prostate, we only need to explain clearly what harm it has? How to self-diagnose? Treatment methods and how to use medicines? How to take care of health and precautions in daily life.

Of course, the community bulletin board is also a place that can be used to promote some elderly care knowledge in response to diseases. At the same time, this bulletin board can also be used to publish information such as companies entering the community to carry out health education, community pharmacy promotions, and free medical consultations.

7. Word of mouth marketing

In DTC marketing and consumer database establishment, our marketing work must be done in depth, that is, consumers must be re-segmented and positioned. The re-segmentation and positioning here does not refer to the STP work before the marketing strategy is determined, but refers to identifying which are the brand's loyal consumers, which are free consumers, and which are potential consumers. Different marketing strategies and appeals are implemented for different types of consumers. At the same time, opinion leaders are found in the loyal group. By educating and developing opinion leaders, it will achieve twice the result with half the effort.

Opinion leaders are often formed naturally in the process of continuous interaction with consumers. The magic weapon is caring service and interest returns, which is particularly effective for the elderly. For example, entering the community to provide free blood sugar for diabetic patients, giving carnations to the elderly during Mother's Day activities, and entering the community before the arrival of summer to distribute seasonal products such as Fengyoujing to consumers. The cost is not high, but the effect is very good, allowing them to personally feel the caring service. If you persist in doing this kind of work, you will establish a brand attitude among opinion leaders: I am worthy of recommending this product to others because the service of this company makes me feel warm.

8. Conclusion

The various methods under the above DTC marketing model are not independent. Only by comprehensive use can the charm of DTC integrated marketing be truly brought into play. In the actual application process, they must vary according to the characteristics of the product category, consumer groups, and marketing strategies.

References

• 1. DTC marketing: Baidu Encyclopedia