BACKGROUND
Well-known in Vietnam’s pharmaceutical industry with products made entirely from herbs, Tam Binh Pharmaceutical is gradually dominating the market with a strategy to occupy the “spotlight” of key media channels such as: Frame advertising “golden hour” on VTV, OOH, Digital and especially VOV Traffic (“Consumer Experience” series).
According to recent market research by the World Bank, in the period of 2011-2015, Vietnam is one of the fastest growing pharmaceutical markets in Asia. Experts believe that this growth rate will be maintained in the next 20 years. Therefore, it is not difficult to see that Vietnam’s pharmaceutical market has a very high level of intra-industry competition, a lot of new businesses join the market, and a lot of businesses withdraw from the market due to their lack of competitiveness.
While competitors struggled with the problem of survival, Tam Binh Pharmaceutical still maintains its dominant position in the market thanks to important factors such as: Firstly, product quality control (the plant is more than 8,200 m2 with modern machinery, meeting GMP-WHO standards, specialized cultivation areas…).
Secondly, the product distribution system covers 63 provinces and cities across the country (with 350 distribution agents and tens of thousands of pharmacies).
Thirdly, the most important factor is an effective and flexible communication strategy, targeting customers on key communication channels such as: “Golden hour” advertising on VTV, OOH (Out of home advertising), Digital…
After 9 years of construction and development, Tam Binh Pharmaceutical brand reaches millions of consumers when consistently investing in a methodical and selective communication strategy. Never being satisfied with the success, Tam Binh’s media team is always seeking and updating new and more effective communication channels and partners. Michia Communication is one of the agencies helping Tam Binh apply new promotion channels to connect effectively with target audiences.
CHANNEL
”Consumer Experience” series on VOV Traffic broadcast at 4:15 pm to 4:30 pm every Tuesday and Thursday, reaching over 2 million people in traffic. This is a channel to share information about brands, products through “review” of experts, the experience of journalists themselves or consumers. Information is provided in an objective, close and non-commercial manner, which helps increase trust and create demand for the experience of potential customers. This is considered to be the most effective direct communication channel currently distributed by Michia Communication. After listening to Michia’s experienced media specialists, Tam Binh finds that ‘’Consumer Experience’’ is undoubtedly an effective communication channel for its pharmaceutical products. Tam Binh decided to cooperate with Michia to add the VOV Traffic channel (”Consumer Experience” series) to the overall communication plan in the third and fourth quarters of this year.
ACHIEVEMENT
The scenario of 10 series of ”Consumer Experience” is quickly built.The content attracts the attention of listeners based on interesting stories, useful information on how to recognize the manifestations of diseases such as: Colon, Gout, Rheumatoid, Gastrointestinal… and provides useful advice from leading health professionals in Vietnam, especially the experience of customers who have used pharmaceuticals Tam Binh products and cured. Through the series, Tam Binh Pharmaceutical brand was repeated naturally, easily going into people’s minds. The pioneering network coverage on VOV Traffic ”Consumer Experience” promises to help Tam Binh increase sales, affirm prestige and quality with the slogan: “Tam Binh – Bring confidant in each product”.
