From the media matrix, the "megaphone" promoted by pharmacies

The establishment of the media matrix can reach the target group with multi-dimensions, wide coverage, multi-forms and high frequency, and achieve the purpose of brand promotion and product sales of chain pharmacies. With the advent of the Internet of Everything era, platforms are interoperable, and the operation of public domain and private domain platforms is more and more closely combined. More and more enterprises are practicing the "public-private integrated management" of "the public domain makes scale and the private domain makes profit". Under the background that everyone is self-media, linking various nodes, creating and sharing content, and the media is diversified and fragmented, the self-media matrix based on private domain traffic and public domain traffic platform is gradually valued by enterprises. What is the only way for the development of pharmacies to build a media matrix? It means that enterprises form a media matrix from multiple media platforms according to the needs of publicity, and through the synergy of various media, they can amplify the publicity effect, cover as many customers as possible, and achieve better brand communication and maximum traffic conversion. The purpose of building a self-media matrix is that with the development of the medical industry, the era when sovereignty belongs to consumers is coming, and the underlying logic of pharmaceutical companies has also changed. How to attract and retain users has become a problem that enterprises need to think about. The particularity of the pharmaceutical industry determines the professional service level and response speed that users are most sensitive to medical services, which cannot be achieved by conventional marketing methods. What do you hope to achieve from the media matrix? Different enterprises have different ways of thinking. Pu Yanyan, marketing director of Qingdao Chunzhixing Pharmacy Pharmaceutical Chain Co., Ltd. pointed out that it is the general trend for pharmacies to obtain more private domain traffic, broaden sales channels, increase brand exposure and create media matrix, which is also in line with the current environment. Baixiu Pharmacy has always paid attention to the attribute of "beauty" and has always been committed to becoming the "best friend or friend" of everyone who loves beauty. I hope that the media matrix can convey the brand concept and brand image of the enterprise more, deeply contact and serve every customer and fan, and let every user find a hundred shows online through social channels. The reasons why people's pharmacies set up media matrix are summarized as follows: in order to better serve their members; Expand the influence of enterprises and increase the number of brand exposures; From the media multi-platform joint promotion, form a matrix, create value and share value. At present, the self-media matrix of chain pharmacies generally includes official WeChat account, applet, enterprise WeChat, Weibo, short video number (video number /Tik Tok/Aauto quickers, etc. ), as well as the portal media open platform. And with the rapid development of new media, new media platforms of various contents and forms emerge in an endless stream, constantly supplementing the camp of self-media platforms. At the same time, different enterprises match different types of self-media matrices according to different needs. Dangdang Kuaiyao has established a 7×24-hour, online and offline integrated self-media matrix to realize full-time, global and full-scene marketing and service. "Based on offline Dangdang Smart Pharmacy and online platform, relying on digital technology, Dangdang Kuaiyao has established a self-media matrix including Dangdang Smart Pharmacy Multifunctional Smart Screen, Dangdang Kuaiyao App, Alipay, Baidu, Tik Tok and other platform applets, Dangdang Kuaiyao official WeChat, Weibo, video number and Tik Tok number. And with the matrix as the carrier, it won the market by realizing online and offline comprehensive user access, digital precision marketing and multi-scene 28-minute drug delivery service. " The person in charge of Dangdang Express Medicine said. According to Ma Li, CEO of Baixiu Pharmacy, Baixiu has opened self-media accounts and online stores in mainstream graphic and long/short video channels such as Weibo, Xiaohongshu, Aauto Quicker, Tik Tok and Bi Li. "We have been constantly improving the matrix according to the habits of users. At first, a number of satellite sub-accounts were laid out in Weibo, and a platform of long video (Mile Mile) and short video (Tik Tok) with high user viscosity was launched. Then, with the help of WeChat official account, we will promote brand concept and brand tonality, consolidate user loyalty, output the definition of beauty in Baixiu as a whole, and show the living conditions of every beauty lover. Later, with the growing influence of the grass planting platform (Little Red Book) on users' consumption decisions, I gradually shifted my focus to Little Red Book, hoping to cover more people in the short video field, so I moved to Aauto quickless and opened the first contact lens shop Aauto quickless. In the future, Baixiu will continue to pay attention to the habits of users and fans and meet with you in various forms as much as possible. " Ma Li said. The unresolved problems are, first of all, the unclear positioning of the media platform, the difficulty of rising powder and the difficulty of realizing traffic. Take the service number or subscription number of WeChat official account as an example. Although many enterprises have been operating for a long time, the above problems have not been solved. How to refine the operation of users and how to improve the marketing conversion rate need to be continuously explored. Secondly, the operation team is difficult to recruit, cultivate and form. As a pioneer in the media industry, full-time media platforms are faced with the problem of difficult talent recruitment, not to mention the lagging pharmaceutical industry. After preliminary exploration, some enterprises have initially formed a self-media organizational structure that meets their own needs: people's pharmacies have set up a new media group, which is in charge of full-time personnel; The personnel of Baixiu Pharmacy from the media matrix include account operation, copywriting/photography content assistant, media supervisor, media specialist, advertising group and live broadcast group. Everyone cooperates with each other to jointly produce accumulated materials, and then release them through official channels, while recycling interactive data and effect feedback, and constantly optimizing the follow-up work after the resumption; Spring Star's self-media personnel include personnel from e-commerce, marketing, industrial chain and other related departments, forming a standard operating process of "product selection-marketing-publicity-live broadcast from the media-realization". Third, the risk of violation is high. The advertising law has strict requirements for the pharmaceutical industry, and pharmacies have many restrictions on advertising. The risk of violation is relatively high, so it is necessary to carefully control the platform usage rules and content publishing. In response to this problem, enterprises in the industry have also explored different solutions: Spring Star requires store managers and shop assistants to provide a unified copy of the content published by WeChat friends circle and WeChat official account. The popular science articles published by Zhang Zhongjing's pharmaceutical service number need reference sources, and a peer review mechanism for professional doctors has been established. Baixiu Pharmacy is very cautious in opening accounts and exporting contents because its products have the attributes of medical devices and medicines, and avoids using extreme words. At the same time, relevant compliance certificates and lenient inspection certificates are attached. Based on years of deep cultivation in the industry, the professionalism, accuracy and compliance of the content are strictly controlled. Ordinary people's pharmacy has formed a standard SOP process, from content production, review to external release, the whole process is strictly controlled to avoid risks. Strengthen the daily training of the team to prevent delays. Accurately grasping the role and positioning different media platforms have different characteristics and user attributes, so the content and form that users like will be different. Chain pharmacies should accurately locate different media according to the characteristics of each new media, and then determine the direction of publishing content, which is either deep, valuable, temperature or interesting. Through the accurate grasp of the content that users like to watch and are willing to spread, scientific arrangements are made to find vertical users and achieve efficient access. Taking user attributes as an example, users of Tik Tok and Aauto fast-moving platforms are highly active, so enterprises that promote brands and sell goods through platforms are equally active; According to the data released by QuestMobile, the headline of today's information platform has 65.438+0.2 billion daily users, with an average daily usage frequency of 654.38+0.2 times, ranking first in the comprehensive information platform. The population aged 654.38+09-35 accounts for nearly 70%, with a higher proportion of men, and women prefer food and healthy content. Billie Billie is the media that users prefer to stay in the Z era. The average age of 78% users is between 18-35 years old. According to the data published in Weibo User Development Report in 2020, there are 220 million daily users in Weibo, and the user group is younger, accounting for about 80% after 90-00, and most of them are female users; WeChat official account and video number are more conducive to users' long-term storage, sharing and review. According to the data published in 20021wechat open class, wechat platform has 360 million users every day, and the traffic is huge. Only by mastering the characteristics of each media platform can pharmacies formulate scientific disposal strategies. The forms of self-media creation can be graphic (long text, short message, etc.). ), audio, atlas, video (long video, short video), can be widely tried according to consumers' hobbies; Different platforms are suitable for publishing different content, so choose a platform suitable for enterprise content. For example, both are social media, but the official accounts of Sina Weibo and WeChat are different. The former is suitable for short messages and statements, and has distinct media attributes, while the latter often has more in-depth content. Because all walks of life pay different attention to different media platforms, the main platform and sub-platform of media matrix layout are also different. In some enterprises, short video platforms (Tik Tok, Aauto is faster) are the main media matrix, supplemented by long video platforms (Bi Li Bi Li), social media (Weibo, WeChat official account) and graphic media (headline number, Baijia number); Some enterprises mainly use WeChat official account, supplemented by Zhihu, Douban, The Paper, Tencent News, headline number and Weibo. In the pharmaceutical retail industry, because members are more inclined to obtain content related to their own health, most chain pharmacies position the official WeChat account as a health service platform, output health science content, and provide relevant information and consultation/health management services. Chain pharmacies have different positioning and attention to each platform: Spring Star uses corporate WeChat as a traffic pool to facilitate publicity and accurate empowerment; Take small programs as the online entrance of enterprises, as sales channels, and display brands; Platforms such as Tik Tok are only used to promote company activities and corporate culture. Baixiu Pharmacy regards Weibo as the main position of event marketing, constantly sucking powder to improve its popularity; The official WeChat account is responsible for exporting brand ideas, introducing new products and maintaining member loyalty. After the content is output, he will share the powder through fission and drain it to the community, and finally realize the realization; Xiaohongshu mainly outputs content in the form of planting grass and popular science to gain users' minds and dig more good products for users; Tik Tok is directly realized by exporting product selling points and expressing price advantages; Aauto Quicker constantly digs new users through anchors and diverts them to stores to promote purchases. The People's Pharmacy has also set up an account matrix in the field of short video. Tik Tok account "People's Pharmacy" is the official account of the only listed company in Tik Tok pharmaceutical retail industry. In addition to the official brand Blue V, People's Pharmacy also opened different subdivided content accounts according to the different attributes of different users. For example, the video numbers include Sister Wang's Health Care Theory, health care experts that middle-aged and elderly people like, People's Questions 100, and Drug Detective-Xiao Xin, which attracts young people in Tik Tok. Each account has a clear positioning and complementary advantages, creating practical and interesting high-quality content and spreading health knowledge in joy. The official account of WeChat mainly focuses on knowledge popularization, member user operation management and brand promotion. At present, the service number of "People's Pharmacy" has grown into the largest number in the industry through deep integration with stores, with tens of millions of users. According to Sun, assistant general manager in charge of the new retail department of Jilin Pharmacy, the shopkeeper number independently established by the store manager in the past has achieved good results in service and sales, and has been fully promoted in the company. The official WeChat account, which will be developed in the future, needs to continuously improve the quality of original content and enhance the readability of the content, so as to increase the number of views, click-through rates and readings. Based on Tencent's ecosystem, enterprise video number is setting up a team to try to build enterprise IP, thus increasing the publicity of enterprises; Tik Tok and A Auto Fast's short video public domain platforms can be used for knowledge dissemination and corporate image display due to more restrictions, and content dissemination can be carried out by making short stories or funny short videos related to pharmacies. A hundred flowers blossom, and pharmacies have changed greatly from the media matrix. The value of establishing media matrix is that it can reach the target population with multi-dimensions, wide coverage, multi-forms and high frequency, and realize the goal of brand promotion and product sales of chain pharmacies. In the specific marketing activities of chain pharmacies, the established self-media matrix has greatly improved the marketing effect of enterprises. The Tanabata marketing campaign held before People's Pharmacy successfully created 65438+ million+read explosive articles on the official account of WeChat with the help of the media matrix advantage of the enterprise, and distributed them simultaneously on media platforms such as Tik Tok and VideoNo. And spread through the social relationships of different accounts, which has considerable network exposure. The self-media matrix of Baixiu Pharmacy covers more new media traffic platforms, and the combination forms used in publicity are also more diversified. For example, the new product release adopts the matrix delivery method of "live broadcast+Weibo+Little Red Book", and the private domain resources of online business are all exposed, which can obtain a large number of users; At the nodes of online business activities, such as celebrations and Double Eleven, advertising expenses will be increased, and multi-platform joint promotion will be carried out to maximize the effect. With the media matrix as the carrier, Dangdang Express Medicine can not only reach consumers through online and offline channels, but also standardize the output of "medicine plus medicine" health services, and doctors/pharmacists provide users with professional medication guidance, medication cycle reminder, compatibility taboo tips, health science popularization and other services; For seasonal and periodic diseases such as influenza and allergies, Dingdang Express Medical can also provide users with disease prevention guidelines accurately through the media matrix, forming continuous and close interaction with users, promoting users' efficient transformation and increasing users' stickiness. Christmas 202 1, through the online and offline self-media matrix, Dingdong Kuaiyao connected an interesting H5 Christmas game, a jingle song and a unique Cosplay activity, and successfully held the first Christmas Carnival of Dingdong Kuaiyao: After the H5 game was fully rolled out, Dingdong Kuaiyao took over the welfare special "About Christmas", and the one-yuan spike and the hot sale of good things continued to gather popularity for Dingdong Carnival; At the same time, Dangdang Kuaiyao has launched exclusive popular expression packs such as "Little Deer Compare Heart" and "Little Deer Water" from the media platform; Tik Tok officially launched online activities such as "Jingle Christmas Carnival" topic challenge. At the same time of online popularity, online 16 cities are grandly linked. The shop is decorated in a Christmas theme style. Tinker bell's brother wore antlers and red clothes, dressed as Santa Claus, to surprise the ordering users. At the same time, the jingle Christmas song "Jingle Song" began to be widely sung, and a series of offline Cosplay activities spread through the media matrix, forming an online and offline closed loop, pushing the whole activity to the peak. Through the online and offline media matrix communication, the two-way interaction between users, fans and brands can be realized. The short media array in the station vibrates at the same frequency as the media resources outside the station, and the omni-channel brand exposure reaches 65.438+0.5 billion+. In addition, the joint dictionary "Divide and Rule" jointly developed by Dingdang Aauto Quicker and Netease Youdao Dictionary Pen has planned a series of short videos of different scenes around the pain points of parents' tutoring their children's homework, and spread them through various media channels such as WeChat, Weibo, Tik Tok, etc., so as to preheat the promotion of cross-border goods, achieving a total interaction volume of 20w+ in Weibo, a reading volume of 65.438+0.5 billion+in Weibo and a 90-day high in Weibo index. Creating a pharmacy queue from the media is a systematic project that needs long-term persistence and needs to overcome some difficulties. Matrix operation is also a process of dynamic supplement and elimination. Enterprises need to adhere to the stable output of content, grasp the key points, create a high-quality matrix, and then turn it into a private position to maximize value.