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樂藥師藿香正氣口服液廣吿登陸央視,藥師幫首推大單品戰略大步推進
格隆匯 05-20 09:50

近日,藥師幫自有品牌樂藥師藿香正氣口服液全新廣吿登陸央視,圍繞產品“0酒精、輕裝便攜、開袋即飲”等優勢賣點,推動藿香大單品應季強勢進入市場。此輪投放覆蓋央視一套、二套、四套等黃金資源,並鎖定各頻道黃金時段,播出週期將從5月持續至12月,以實現高頻次、廣覆蓋、深滲透的人羣觸達。

中康CHIS數據顯示,2023年院外市場藿香類產品整體規模達32.4億元,其中口服液劑型規模達18.74億元,佔比57.8%。隨着今年高温季節來臨,該品類也將進入銷售旺季。據瞭解,目前國內僅有兩家企業擁有藿香正氣口服液生產批文,藥師幫憑藉其廣闊且精準的渠道鋪設,以及產品獨有的“袋裝設計、輕裝便攜”賣點,有望迅速切入該細分市場。

藥師幫在2023年財報提出將“進一步拓展廠牌首推特別是自有品牌業務“、”在藿香正氣口服液大單品的基礎上加強首推大單品等優質獨特產品的全渠道覆蓋”。今年以來,該戰略得以穩步推進。截至今年4月, “樂藥師”上架品種數突破100個, “樂藥師”累計採購客户數突破30萬家,成為終端醫藥銷售的新勢力。

樂藥師藿香正氣口服液於今年1月上市,這是藥師幫推出的第一款首推大單品。憑藉良好的產品力和平台渠道力,樂藥師藿香正氣口服液迅速打開市場,截至5月中旬,該款單品已覆蓋全國8萬家藥店與診所。通過廠牌首推及自有品牌戰略的持續推進,藥師幫將進一步整合上下游資源,提升供應鏈能力,有望形成新的增長勢能。

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