What is DTC? DTC Review, Features

DTC (Direct To Customer) marketing refers to a marketing model that directly faces consumers, which includes any communication activities targeting end consumers.

About DTC

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.

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.

Promotions

• DTC promotions are also an important method under 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 corresponding to the promotion activities. 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.

Word of mouth marketing

In DTC marketing and consumer database establishment, our marketing work must be in-depth, that is, consumers must be re-segmented and positioned. The re-segmentation and positioning here do not refer to the STP work before the marketing strategy is determined, but to distinguish 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.

Advantages

Compared with traditional media such as television advertising, its advantages mainly lie in being closer to consumers, paying more attention to the study of consumer behavior, and attaching more importance to the grasp of consumer lifestyles.