Two weeks ago the State Food and Drug Administration (SFDA) "published by the end of this year a total ban on advertising effect of celebrity drugs" such as the new requirements, so that dozens of the capital yesterday Yaoqi come together to discuss how to break through brand predicament. Yaoqi have said that the new drugs following the introduction of advertising policies, Yaoqi will be putting in a lot of manpower, funds, the cost will be greatly enhanced.

"Having the market is more important than a factory, and the only way to have the market is to have a strong brand," a well-known U.S. brand LarryLight experts have said so. As for China's Yao Qi, the use of celebrities to establish the brand, led the amounts of sales has become a "trick", however, this mode of publicity was put on "tight hoop" In the future, how to deal with on the face of a common enterprise Problems.

"At first glance the new requirements would only affect the market in sales of OTC (non-prescription) drugs, but because the current OTC market vast, mostly Yaoqi are increasing investment in this area, so the new drugs ads the affected Yaoqi Rather broad. "Yesterday, the participants of the Beijing a cardiovascular pharmaceutical companies Wangjing Li told reporters.

He also expressed concern: "OTC products mainly because the fight is brand awareness, and has been using celebrities to promote products is a way of results soon, but the new drugs following the introduction of advertising policies, enterprises will not be able to use the celebrity effect , Sales will definitely be affected. At the same time, the provision of emergency introduced comparison, Yaoqi in a short period of time must be re-set their own brand promotion strategy, which will be putting in a lot of manpower and funds. "

A condition of anonymity Yaoqi more responsible person at a loss to the reporters: "The new drug advertising regulations in some areas of uncertainty, such as what " for products that do effect, "it« is not beyond celebrity , The experts are not invited? »"

Not long ago, and the newly opened singer Han Hong as its new corporate image ambassador, veterans of the pharmaceutical Pei Li also told reporters: "We have not seen the full text of the policy, so do not make good evaluations, but also no way that the enterprise Impact. "But she also stressed that, in fact, advertising in the promotion of drugs is very superficial, more important is how the homogenization of serious drugs in their outstanding differences. Past "Barker black" is a good example, the drug did not appear in the ad celebrities, but stressed that the characteristics of the product on the market a very good win, this is the future be restricted in the publicity of the Yaoqi can learn from the .