February**Dynamic Incentive Plan There has been some controversy in the health care product market, especially its marketing methods. The reason why the health care products market has been criticized is mainly due to the following four aspects, which are widely regarded as "routines" by the public and even market regulators:
1. Play the warmth card.
Salespeople often use family affection to establish relationships with the elderly with an enthusiastic attitude, and let the elderly feel cared for and remembered by pulling family routines, confiding in their hearts, and even providing cordial services such as massage and helping to lift things.
2. Create a sense of urgency.
In response to the concern of the elderly about health, salespeople often use their fear of chronic diseases, emphasize the serious consequences of certain diseases, publicize the importance of early development, and urge the elderly to buy health care products, so as to achieve sales purposes.
3. Free of charge**.
Merchants often use "giveaways" as a marketing strategy to create the illusion that consumers are picking up a bargain. They offer a variety of seemingly free membership benefits, product giveaways, and more, which may actually be hiding fraud. In addition, unscrupulous businesses may also attract the elderly by distributing mailbox advertisements with activities such as free travel and dinners.
Fourth, disguise experts.
Some unscrupulous businesses fraudulently use the name of public welfare, claiming to be the first association, the center for disease prevention and control and other institutions, in order to win the trust of the elderly. They exaggerate the dangers of the disease, create panic, invite so-called "experts" to carry out false propaganda, and even mislead consumers by falsely claiming that the project is supported by the state, packaging products in high-tech terms.
However, a closer look at these so-called "tricks" reveals that they are nothing more than a common marketing ploy in the market. There is no law that makes it illegal to build relationships, promote products, offer free gifts, consult with experts, and so on. In supermarkets, exhibitions and other occasions, similar marketing activities can be seen everywhere, are these all "routines" suspected of violating the law?
Of course, there are indeed illegal acts in the marketing of health products, such as false advertising, etc., which are undoubtedly illegal. However, we cannot completely dismiss the marketing of health products because of individual violations.
Establish emotional connections with the elderly and convey the concept of healthy living; Inform about the risk of disease and promote the positive effects of health supplements; Free gifts, as a means; As long as the experts are real, providing popular science knowledge is health education. These practices are positive for improving the health literacy of consumers and promoting the healthy development of the health care product market, and should not be regarded as a "routine" in generalization. Moreover, the description of these "routines" often ignores legal provisions and market rules, and subjectively assumes the existence of fraud (in fact, illegal acts in the marketing of health care products are decreasing), thus unfairly labeling the sale of health care products as negative. Obviously, the market supervision department has formed a certain prejudice against the health care product industry when promoting the "anti-fraud routine".
The market supervision department has provided several consumer tips to help consumers make rational choices about health care products:
1.Don't blindly believe propaganda. Health products are special foods and cannot be used as a substitute for medicines. The elderly should keep a clear head, and check the "blue hat" logo and approval number on the product packaging when buying health care products, as well as the name of the manufacturer and the production license number, and the relevant information can be queried on the ** of the State Administration for Market Regulation.
2.Give enough care. Children should go home more often to accompany the elderly, popularize anti-fraud knowledge, and remind them to enhance their awareness of self-protection and protect their property.
3.Take care to save proof of purchase. In the event of a consumer dispute, you can rely on the bill to file a complaint to protect your legitimate rights and interests.
However, these tips don't seem to be practical. Many seniors may not use their smartphones to look up information and don't want to be scammed. They may not know how to save a ticket or understand the complaint process. As a result, these tips may seem impractical or meaningless. In fact, more direct advice, such as "read the label instructions carefully when buying supplements," may be more effective.
The marketing methods of the health care products industry are indeed at the forefront of the industry, but the marketing costs are also quite high. Therefore, regulators need to have a realistic attitude and a sense of supervision according to law. With the pace of high-quality development of the country, the health care products industry is also growing, and the positive impact on the society far exceeds the so-called "routine". As long as regulators put the industry in perspective, they can see the positive changes it brings.