Case Study In addition to the continuous launch of products based on the cardiovascular and cerebrovascular fields in the past 20 years, the Step Group has continuously explored new brand promotion models. In its active participation in medical assistance in the Sichuan earthquake-stricken area, the Step Group has learned that Chronic diseases such as cerebrovascular diseases, mental disorders, and depression are very prominent, but professional assistance appears to be lagging behind. The majority of ethnic minority areas in the west suffer more from the problems of cardiovascular and cerebrovascular diseases such as “due to poverty due to illness†and “returning to poverty due to illnessâ€.
Afterwards, at the company’s social responsibility and corporate development strategy seminar, President Zhao Tao proposed that the step group should combine the resources of all sectors of the society and change the overall health of the country’s people for the ultimate goal of business management, and proposed the “co-construction of the Chinese heartâ€. Long term charity plan. The launch of the “Co-Cast China Heart†charity campaign set off a wave of public service marketing throughout the country.
Facing the opportunities and challenges in the new form, how to strengthen the brand building of the company and enhance the brand value of the company. For Chinese medicine companies, it seems that it has long been an important strategic issue. Public welfare marketing may be another way to improve the brand value of Chinese medicine companies.
The concept of public welfare marketing The concept of public welfare marketing was used by American Express in 1981. It was based on the concern for the survival and development of people, and social progress as the starting point. It collaborated with public welfare organizations to make full use of its authoritative and public welfare resources to build a The marketing platform that allows consumers to identify and promote marketing models for marketing is a very effective marketing model. The resources of non-profit organizations that we refer to are often widely recognized and trusted by the public because their authority can be accepted by the widest range of consumers, and their public welfare can be supported by the national authorities at all levels. . Use their resources to promote product sales, this driving force is limitless.
At present, Chinese medicine companies that are exploring public welfare marketing such as Buchang’s “Move China Heart†care program; Tasly’s “Tianshi Xingxingxing Tianshi Lixingâ€; and Zhang Lingui’s “Lanzhou Old District Helping the Poor and Helping the Poor†program; See below:
The launching time of the sponsors of the charity project aims to “build a heart of China†care initiative The Step Group will pay attention to and resolve the prevention and treatment of cardiovascular and cerebrovascular diseases in the “old, young, poor and poor†regions in the west on May 16, 2008.
“Tianshixingxing Tianshi Lixing†Tasly Group pursued integration of nature and people and improved the quality of life in June 2001. “Lan-Rui Old District Helping the Poverty Alleviation Fund Project in Henan Province†Lingrui Pharmaceutical Co., Ltd. January 20, 2008 Paving roads, donating funds for education, supporting poverty, and protecting environmental public welfare marketing are one of the important ways for Chinese medicine companies to integrate all resources and create differentiated marketing platforms. They are enhancing brand reputation, increasing product value, and enhancing interaction with target groups. The effect is especially noticeable. As a special commodity, drugs have always had a close connection with the public good words such as “goodâ€, “deâ€, and “conscienceâ€. The social mission of Chinese medicine companies also determines their feasibility and relevance in public service marketing. .
However, like all marketing strategies, public service marketing also has unique rules and basic operating principles. The above cases prove that if these basic principles are violated, the public welfare marketing will not be able to receive the expected results, and sometimes it will even have huge side effects. In general, when the Chinese medicine companies explore public service marketing to enhance the brand value, the author believes that the following aspects should be considered:
Promoting Public Welfare Communication The public service marketing facing the end market has its own characteristics of widespread dissemination. To maximize this communication effect, we must first consider the extensiveness of public service participation and the representation of beneficiaries. The more participants, the greater the impact of activities and the better the dissemination effect. If the beneficiaries are well represented, the effect of word of mouth and the role of seeds will often be beyond people's expectations.
The establishment of Lingyue Pharmaceutical's "Old District Poverty Alleviation and Assistance Fund Project" fully demonstrated the public welfare of the company focusing on people's livelihood and fulfilling its social responsibilities. It also demonstrated the good image of the company and employees sharing development results and actively contributing to society. The business scope of this project mainly includes participating in the public welfare undertakings such as resisting disasters and disaster relief, paving bridges, donating funds for education, supporting poverty, and protecting the environment. They donated several million yuan to the quake-hit areas in Sichuan and the Yushu earthquake-stricken area in Qinghai. It also cooperated with the China Volunteer Service Foundation to carry out a series of donations and voluntary service activities in the old district of Xinyang. The project has been effectively disseminated through newspapers, magazines, the Internet, television, and other media in a timely manner. It has won good social benefits and also enhanced the company's social brand value.
Choosing the input and output of public welfare marketing of public welfare key points is not always in a positive proportion relationship, but its influence and beneficiaries are positively proportional to the number of benefits. The impact of investing 100 million yuan in 100 million yuan and investing 100 million people in 100 million yuan will often be even greater. Why do some companies invest tens of millions of yuan in public welfare undertakings in a certain area, and their social impact is less than that of some enterprises investing tens of thousands of yuan in aiding the influence of a poor child? In addition to the gap in planning level, this is definitely lacking in targetedness.
Tasly’s “Tianshi Xingxing Star Tianshi Lixing†has spent nearly 7 years visiting thousands of people visiting Tianjin Tianshili Modern Chinese Medicine City to listen to health lectures of famous medical experts and participate in interactive exchange activities. Tasly held such a large-scale public welfare activity to spread the concept of health, manufacture health products, and popularize health knowledge to the whole society, and created a new model for Chinese enterprises to return to society. This nationwide nationwide health education campaign has provided a solid guarantee for the improvement of people’s health knowledge. On January 18, 2003, this activity was included in the "Health Education Project for Chinese Urban Community Residents".
Exploiting the taboos of public interest related public interest marketing is the explicit promotion of the company (products) during the quick success and instant benefit and activities. In order to avoid such an embarrassment, and at the same time, it can skillfully play a role in enhancing the (product) brand of the company. When selecting a public welfare project, it is extremely important to pay attention to the relevance of the content of the activity and the brand connotation. For example, Yunnan Baiyao will generally choose sports-related public welfare projects. Chengdu Enwei will choose some items for women's health care. This is inseparable from the product characteristics of these companies.
At present, China is undergoing a period of social transformation. The imbalance in regional development is particularly evident in the field of medicine and health. Many medical experts are making loud calls for medical services for the impoverished patients in the poor areas of the old and young, and are practicing their own medical practice. What is philosophy? Ideas are an expression of values, and different values ​​are the core of interpersonal relationships in Chinese culture. The step-growth group manager raised the basic concept of business management to the height of public welfare, which is in line with the universal value concept of “healer virtueâ€. First-rate companies need to meet the needs of first-rate customers, and most companies have not yet realized what the needs of experts in the medical community are. This is why domestic Chinese medicine companies cannot usually get approval from medical experts.
Public welfare is more important than benefits. Enterprises must understand the truth: The government or non-governmental organizations that come forward to hold charitable activities will always be able to respond to and respond to the charity activities that the companies with the fundamental goal of profiting can have. Therefore, even if the charity point is a business idea, all the money is sponsored by the company. The specific activities are organized and organized by the company. The company should not be self-reliant, but should push the relevant government or non-governmental organizations to Front desk. To rely on the credibility of these organizations, the theme of public service marketing is deeply in the mind of target consumers.
The “Move China Heart†is initiated and participated in by the love people in the medical and health sector throughout the country. It focuses on large-scale targeted and targeted public welfare activities centering on the treatment of cardiovascular and cerebrovascular diseases in the “old and poor†region. Its sponsors are the Beijing Red Cross Society and the Chinese Social Work Association. The co-organizers include the Chinese Association of Chinese Medicine, the Chinese Medical Association, the Chinese Pharmaceutical Association, the Association of Chinese and Western Medicine, the Chinese Medical Doctor Association, the Chinese Hospital Association, the Beijing Pharmaceutical Association, and the Chinese Medicine. Beijing Branch, China Health Promotion Foundation, Special Fund for Cardiovascular and Cerebrovascular Disease Prevention and Control. The Buchang Group only serves as the full sponsor and support unit for the “Move China Heart†project. All activities of the project are organized by it.
The concept of charity charity for Chinese medicine companies has been summarized as a way of business. Combining charitable activities that embody truth, virtue, and universal values ​​in marketing activities has won the common recognition of the medical community and even the society. The result has not only been the promotion of Chinese medicine companies. The brand value, and more importantly, more and more groups of pharmaceutical experts have extended their cooperation to the traditional Chinese medicine companies. This innovative marketing model will naturally receive a return value.
Afterwards, at the company’s social responsibility and corporate development strategy seminar, President Zhao Tao proposed that the step group should combine the resources of all sectors of the society and change the overall health of the country’s people for the ultimate goal of business management, and proposed the “co-construction of the Chinese heartâ€. Long term charity plan. The launch of the “Co-Cast China Heart†charity campaign set off a wave of public service marketing throughout the country.
Facing the opportunities and challenges in the new form, how to strengthen the brand building of the company and enhance the brand value of the company. For Chinese medicine companies, it seems that it has long been an important strategic issue. Public welfare marketing may be another way to improve the brand value of Chinese medicine companies.
The concept of public welfare marketing The concept of public welfare marketing was used by American Express in 1981. It was based on the concern for the survival and development of people, and social progress as the starting point. It collaborated with public welfare organizations to make full use of its authoritative and public welfare resources to build a The marketing platform that allows consumers to identify and promote marketing models for marketing is a very effective marketing model. The resources of non-profit organizations that we refer to are often widely recognized and trusted by the public because their authority can be accepted by the widest range of consumers, and their public welfare can be supported by the national authorities at all levels. . Use their resources to promote product sales, this driving force is limitless.
At present, Chinese medicine companies that are exploring public welfare marketing such as Buchang’s “Move China Heart†care program; Tasly’s “Tianshi Xingxingxing Tianshi Lixingâ€; and Zhang Lingui’s “Lanzhou Old District Helping the Poor and Helping the Poor†program; See below:
The launching time of the sponsors of the charity project aims to “build a heart of China†care initiative The Step Group will pay attention to and resolve the prevention and treatment of cardiovascular and cerebrovascular diseases in the “old, young, poor and poor†regions in the west on May 16, 2008.
“Tianshixingxing Tianshi Lixing†Tasly Group pursued integration of nature and people and improved the quality of life in June 2001. “Lan-Rui Old District Helping the Poverty Alleviation Fund Project in Henan Province†Lingrui Pharmaceutical Co., Ltd. January 20, 2008 Paving roads, donating funds for education, supporting poverty, and protecting environmental public welfare marketing are one of the important ways for Chinese medicine companies to integrate all resources and create differentiated marketing platforms. They are enhancing brand reputation, increasing product value, and enhancing interaction with target groups. The effect is especially noticeable. As a special commodity, drugs have always had a close connection with the public good words such as “goodâ€, “deâ€, and “conscienceâ€. The social mission of Chinese medicine companies also determines their feasibility and relevance in public service marketing. .
However, like all marketing strategies, public service marketing also has unique rules and basic operating principles. The above cases prove that if these basic principles are violated, the public welfare marketing will not be able to receive the expected results, and sometimes it will even have huge side effects. In general, when the Chinese medicine companies explore public service marketing to enhance the brand value, the author believes that the following aspects should be considered:
Promoting Public Welfare Communication The public service marketing facing the end market has its own characteristics of widespread dissemination. To maximize this communication effect, we must first consider the extensiveness of public service participation and the representation of beneficiaries. The more participants, the greater the impact of activities and the better the dissemination effect. If the beneficiaries are well represented, the effect of word of mouth and the role of seeds will often be beyond people's expectations.
The establishment of Lingyue Pharmaceutical's "Old District Poverty Alleviation and Assistance Fund Project" fully demonstrated the public welfare of the company focusing on people's livelihood and fulfilling its social responsibilities. It also demonstrated the good image of the company and employees sharing development results and actively contributing to society. The business scope of this project mainly includes participating in the public welfare undertakings such as resisting disasters and disaster relief, paving bridges, donating funds for education, supporting poverty, and protecting the environment. They donated several million yuan to the quake-hit areas in Sichuan and the Yushu earthquake-stricken area in Qinghai. It also cooperated with the China Volunteer Service Foundation to carry out a series of donations and voluntary service activities in the old district of Xinyang. The project has been effectively disseminated through newspapers, magazines, the Internet, television, and other media in a timely manner. It has won good social benefits and also enhanced the company's social brand value.
Choosing the input and output of public welfare marketing of public welfare key points is not always in a positive proportion relationship, but its influence and beneficiaries are positively proportional to the number of benefits. The impact of investing 100 million yuan in 100 million yuan and investing 100 million people in 100 million yuan will often be even greater. Why do some companies invest tens of millions of yuan in public welfare undertakings in a certain area, and their social impact is less than that of some enterprises investing tens of thousands of yuan in aiding the influence of a poor child? In addition to the gap in planning level, this is definitely lacking in targetedness.
Tasly’s “Tianshi Xingxing Star Tianshi Lixing†has spent nearly 7 years visiting thousands of people visiting Tianjin Tianshili Modern Chinese Medicine City to listen to health lectures of famous medical experts and participate in interactive exchange activities. Tasly held such a large-scale public welfare activity to spread the concept of health, manufacture health products, and popularize health knowledge to the whole society, and created a new model for Chinese enterprises to return to society. This nationwide nationwide health education campaign has provided a solid guarantee for the improvement of people’s health knowledge. On January 18, 2003, this activity was included in the "Health Education Project for Chinese Urban Community Residents".
Exploiting the taboos of public interest related public interest marketing is the explicit promotion of the company (products) during the quick success and instant benefit and activities. In order to avoid such an embarrassment, and at the same time, it can skillfully play a role in enhancing the (product) brand of the company. When selecting a public welfare project, it is extremely important to pay attention to the relevance of the content of the activity and the brand connotation. For example, Yunnan Baiyao will generally choose sports-related public welfare projects. Chengdu Enwei will choose some items for women's health care. This is inseparable from the product characteristics of these companies.
At present, China is undergoing a period of social transformation. The imbalance in regional development is particularly evident in the field of medicine and health. Many medical experts are making loud calls for medical services for the impoverished patients in the poor areas of the old and young, and are practicing their own medical practice. What is philosophy? Ideas are an expression of values, and different values ​​are the core of interpersonal relationships in Chinese culture. The step-growth group manager raised the basic concept of business management to the height of public welfare, which is in line with the universal value concept of “healer virtueâ€. First-rate companies need to meet the needs of first-rate customers, and most companies have not yet realized what the needs of experts in the medical community are. This is why domestic Chinese medicine companies cannot usually get approval from medical experts.
Public welfare is more important than benefits. Enterprises must understand the truth: The government or non-governmental organizations that come forward to hold charitable activities will always be able to respond to and respond to the charity activities that the companies with the fundamental goal of profiting can have. Therefore, even if the charity point is a business idea, all the money is sponsored by the company. The specific activities are organized and organized by the company. The company should not be self-reliant, but should push the relevant government or non-governmental organizations to Front desk. To rely on the credibility of these organizations, the theme of public service marketing is deeply in the mind of target consumers.
The “Move China Heart†is initiated and participated in by the love people in the medical and health sector throughout the country. It focuses on large-scale targeted and targeted public welfare activities centering on the treatment of cardiovascular and cerebrovascular diseases in the “old and poor†region. Its sponsors are the Beijing Red Cross Society and the Chinese Social Work Association. The co-organizers include the Chinese Association of Chinese Medicine, the Chinese Medical Association, the Chinese Pharmaceutical Association, the Association of Chinese and Western Medicine, the Chinese Medical Doctor Association, the Chinese Hospital Association, the Beijing Pharmaceutical Association, and the Chinese Medicine. Beijing Branch, China Health Promotion Foundation, Special Fund for Cardiovascular and Cerebrovascular Disease Prevention and Control. The Buchang Group only serves as the full sponsor and support unit for the “Move China Heart†project. All activities of the project are organized by it.
The concept of charity charity for Chinese medicine companies has been summarized as a way of business. Combining charitable activities that embody truth, virtue, and universal values ​​in marketing activities has won the common recognition of the medical community and even the society. The result has not only been the promotion of Chinese medicine companies. The brand value, and more importantly, more and more groups of pharmaceutical experts have extended their cooperation to the traditional Chinese medicine companies. This innovative marketing model will naturally receive a return value.
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