Research On Medical Advertisement Marketing Based On Cognitive Neural Mechanisms

Along with the development of Chinese economy, health care, as one of the most important aspect in people’s daily life, shows tremendous potential growth. It has become a fast growing market. According to the state’s regulation, OTC products can be promoted through various marketing channels and chosen by consumers by themselves. Therefore, advertisement becomes vital in promotion of OTC pharmacy. This leads to highly competitive promotion activities along with overexposure to the ads and misleading advertising. Hence, the credibility of such advertisements is seriously reduced.According to the regulations, advertisements for health care should be examined and approved by Department of Health. OTC pharmacy and health care products are both referred as medical advertisements. Compared with ordinary products, medical advertisement has its own characters. The promotion plan needs to be specialized, expertise and complex. It is necessary not only to analyze the pertinence demand of customers but also the customer recognition and acceptance of expertise information, which is conveyed to consumers. These issues are to be explored in the project management of medical advertisement. The evaluation and optimization of advertisement effects has its value in empirical application.The author of this paper explores the issue based on the management practice. Firstly, the features and problems associated with medical advertisement, current literature on this topic and theories of medical advertisement and evaluation method are discussed systematically. Following that, based on the research result from a NSFC project of the tutor and numerous experimental observations, the author analyzes the cognitive process of consumers deeply based on Cognitive-neural mechanism. Then, the analysis of the purchasing psychology and emotional information process is conducted according to the mental mechanism model proposed in earlier research. Furthermore, the brain functioning activities and emotional responses are studied in specially designed f-MRI experiments. Based on these analyses, the author proposes a new promotion strategy of medical advertisement and applies to medical advertisement promotion practice. This practice provides a significant reference to above-mentioned design and development of advertising promotion system.