How can small incision products expand brand boundaries and exert great energy?
From in-hospital clinical to shelf retail, from patient care to daily protection, from offline hospitals to online e-commerce ......The "Nuosiqing" brand has been on the market for more than ten years, and has been focusing on the vertical field of nasal careLay a solid foundation through the ultimate quality control, break through the circle through innovative product research and development, and improve the brand through integrated marketing methodsActively spread the concept of health, deeply influenced consumers, successfully "out of the circle", and found new customers, new scenarios, new sales, and new growth. This also made Northqing successfully selected for the 2023 Goldsmith Award Annual Ingenuity Brand.
The Goldsmith Award is sponsored by the Goldsmith Award Jury and the Organizing Committee of the CMO Value Marketing Summit and undertaken by the CMO Club, aiming to enhance the value of CMO, discover unique cases, companies and platforms, and create a marketing award with the spirit of craftsmanship in the marketing industry. The more than 300 marketing cases registered for the 7th Goldsmith Award in 2023 have been carefully evaluated, and the outstanding award-winning works of the year have been selected by a professional panel of judges and star promoters composed of the public and hundreds of leaders from the fields of brands, service providers, experts and marketing technology.
Nuo Siqing's success in going out of the circle won the 7th Goldsmith Award of the Year Ingenuity Brand Award in 2023Product-oriented, channel-oriented, content-planting, and cultural guidanceThe marketing strategy brings new ideas for integrated marketing of care brands.
Product-oriented: strict quality control, continuous R&D and innovation
High-quality products are the foundation of brand survival. Since its establishment in 2008, based on clinical academics, NorthClear has pioneered innovative medical concepts such as "nasal irrigation sequential **" and "prescription seawater". The products always uphold the standard of ingenuity, always adhere to the independent production of non-OEM, and strictly control the quality of products.
At the same time, Northqing also realized that if only a single product is produced or the applicable symptoms are limited to nasal problems, it will inevitably limit product sales and the development prospects of the companyOnly by continuously carrying out technology research and development and innovation to meet the needs of multiple users can we broaden the brand boundaries, gain more customers and grow.
In 2023, with the full opening of society, the incidence of various upper respiratory tract diseases will increase sharply. In the face of market opportunities, through market insight and user refinement positioning, NorthClear fully investigated clinical and consumer needs, focused on breaking through the limitations of nasal care scenarios, transformed from disease to health protection, and developed the first nasal spray with "upper respiratory tract infection indications", which was mass-produced in the first quarter of the same year.
From the initial improvement of nasal symptoms such as nasal congestion and runny nose, to the application of acute and chronic rhinitis, and then on this basis, it has continuously expanded to the field of upper respiratory tract infections, and has gradually expanded the scope of product indications to benefit more patients, so that the general population other than doctors and patients has gradually understood the "nasal cleaning", and its user group has also expanded from a single nasal problem to a group of people who need daily protection. With the continuous expansion of the customer base, NorthClear pays more and more attention to the humanization and comfort of product design to further improve the consumer experience.
Channel-oriented: Expand retail channels, full layout of online and offline
With the extension of the brand product line, Northclear is no longer limited to medical institutions and clinical channels, and has gradually stepped into retail channels such as chain pharmacies, maternal and child markets, and e-commerce platformsFrom offline channels to online and offline multi-channel comprehensive promotion.
With its strong professional entry into offline channels, more than 1,000 clinical medical institutions across the country have been admitted, and it has achieved a high degree of recognition among medical care and clinical experts, and has achieved nearly 20% coverage of the core regional pharmaceutical chain, entered more than 40,000 terminal pharmacies, and reached cooperation with more than 50 top 100 pharmacies, and has been included in the medical insurance directory of many provinces across the country.
The strength of the Northqing line should not be underestimated. There are more than 100,000 fans of Tmall *** in Northqing, more than 1 million fans in JD.com's self-operated ***, and the spot inventory of Double 11 was once sold out, and it has won the "Tmall Health-Double 11 Full Cycle Report Card" and "JD 11.".11. The full-time battle report "double list champion."
Cultural Leadership: Spread the concept of health and enhance brand awareness
In the past 30 years, the prevalence of allergic rhinitis in China has increased significantly, and the Chinese Medical Association's ** Reaction Branch has estimated that the ** allergic rhinitis patients in China have reached 1500 million. In recent years, there has been a frequent epidemic of respiratory diseases, and more and more people have begun to pay attention to "nose" health.
First of all, NorthClear actively promotes new applications and expert consensus to help doctors and patients. High-quality content and public relations activities** not only improve the public's awareness of "nasal washing" prevention, but also establish a professional and rigorous brand image, and gain the trust of consumers.
Secondly, NorthClean vigorously advocates the culture of nasal health through public welfare activities. NorthClear continues to make public welfare donations to major medical institutions, schools, service organizations, children's health associations, etc., sponsor youth football series, and hold nasal health lectures, activities and forums, not forgetting the original intention, having the courage to assume social responsibility, and actively fulfilling its mission.
Content planting: play social**, focus on grass planting and transformation
In 2023, Nuosiqing will focus on several keywords such as "Shanggan", "nasal cleaning" and "non-drug", and publish popular science and grass planting content on social platforms such as Douyin, Xiaohongshu, **, etc., such as "5 Ways to Relieve Rhinitis", "The Right Way for Baby Nasal Congestion", and "Tips for Cold and Nasal Congestion".Use high-quality vertical content to accurately reach the target customer group, directly hit the pain points of the customer group, and effectively achieve sales conversion.
In addition, in important nasal care-related and e-commerce nodes such as "New Year's Festival", "National Love Nose Day", "Mid-year Promotion", "School Season", "99 Promotion", "Double 11" and "Double 12", Northqing has a comprehensive layout of social **, inviting celebrities and influencers to conduct live broadcasts, combining radio advertisements, pharmacy combinations, takeaway drug recommendations, community topics and other ways to play a marketing "combination punch", carry out clinical and retail activities, and quickly reach target customers accurately, efficiently and through multiple channels.
From the perspective of the final brand marketing effect, in 2023, Northqing will win many awards such as "the most valuable product for cooperation in China's chain pharmacies" and "the most popular star product in pharmacies" by expanding the omni-channel operation of offline retail; Through the production of high-quality content and refined integrated delivery, the advertising campaign with the help of marketing was shortlisted for the Shanghai International Advertising Festival. At the same time, the brand benefit fed back sales growth, and on Double 11, Nuosiqing ranked first in the category of nasal irrigation devices on Tmall and Jingdong for 8 consecutive years, and the sales volume of retail channels increased by 40%.
OverallAs mentioned above, the "combination punch" of Northqing's product + marketing is very successful. Standing at the cusp of the times, NorthQing comprehensively dominates the daily application scenarios with high-quality and solid products and innovative marketing strategies, and its clinical, online and offline retail channels interact with each other to complete the marketing closed loop, show a prominent sense of social responsibility while developing itself, build a double barrier of brand and channel, and create infinite possibilities with vertical incision products, providing a valuable case reference for the marketing industry.