Study On The Optimization Of Digital Marketing Strategy For ZD Pharmaceuticals’ Dafyxin Products

With the rapid development of a new generation of information technology,digital technology has become an integral part of today’s society and has profoundly affected all industries.The adoption of digital marketing strategies by pharmaceutical companies can help further improve the precision of the company’s marketing,better serve consumers and enhance the company’s market competitiveness,thus promoting the sustainable development of the company.Research on digital marketing at home and abroad has mainly focused on the analysis of marketing strategies at the enterprise level,but the research on digital marketing strategies and optimization at the level of specific products or products is relatively few because of its diversification.This study takes ZD Pharmaceuticals’ Dafeixin product as an example and discusses the current situation and problems of the company’s digital marketing strategy,and proposes a series of digital marketing strategy optimisation suggestions based on the 4R theory at the micro level,with a view to providing useful references for the pharmaceutical industry’s marketing and digital marketing.This study first systematically reviews domestic and international research on digital marketing,and proposes the theoretical basis of this study: digital marketing based on the4 R theory.On this basis,this study takes ZD Pharmaceuticals’ Dafeixin product as an example,and analyses in detail its market size,competitive landscape,the current status of digital marketing,as well as the digital marketing network platform used by the Dafeixin product and its effectiveness.The study found that the problems of digital marketing for the product include: firstly,the lack of uniformity in digital marketing and the inability to effectively reach target customers;secondly,the lack of innovation in digital marketing content and the lack of significant marketing effects;and finally,the gap between online and offline sales,which makes the marketing communication less attractive.Based on the4 R theory,this study proposes a series of digital marketing optimisation strategies to solve the above problems: first,unify the digital marketing platform to increase the participation of target customers;second,increase the quality of digital marketing information content to improve the effectiveness of information dissemination;third,strengthen the cooperation between online and offline to enhance the effectiveness of marketing promotion.Finally,this study proposes safeguards for optimising digital marketing strategies in four areas: organisational safeguards,human safeguards,financial safeguards and technical safeguards.The findings of this study can provide some reference for the digital marketing of ZD Pharmaceutical’s Dafeixin product,and also for the digital transformation of products of other pharmaceutical companies.