Marketing Chinese Medicine towards Success
While modern science has firmly marked its place in medical practice, there are those that will attest to the magic that is traditional medicine. The Chinese, for instance, attribute a lot of success in their homegrown remedies. Unfortunately, Chinese medicine has not found its way into mainstream channels. Outside China, it is difficult to find this miracle worker. Some entrepreneurs, however, still brave the controlled but scarce demand for Chinese medicine. This bunch could learn a lot from the basic ideas of marketing.
The essence of marketing is to increase the sales of a product by driving up demand. In industries such as Chinese medicine, demand is low majorly because of the lack of information or the plethora of misconceptions about the trade. Marketing may be used to make people aware of the specific uses of Chinese medicine and also debunk some of the myths and misconceptions responsible for the dwindling demand. The right strategy for marketing, in this case, would be informative marketing.
Informative marketing entails education of the masses about the uses of a product or service. When people are informed, they tend to make better decisions, at least that is what Abraham Lincoln conceived.
This kind of marketing would, however, not be effective in a flooded market such as rural China. In this instance, another approach should be taken with the sole intent to bring more people to a particular business. As such, you would be marketing your business and not Chinese medicine generally as in the former.
It may be difficult to cast a wide outreach if the marketing campaign is centered in one region. In this regard, an exporter of Chinese medicine should look to other marketing outlets that cast a wider net such as the internet. Social media marketing has the potential of reaching millions of people at the same time. This would be the best marketing tool for an exporter.
For local suppliers, local media would be a great asset for marketing. Carrying on advertisements on television, cinema, billboards, and flyers will go a long way in increasing the need for Chinese medicine.
Notwithstanding the above, before choosing a marketing strategy, one has to consider a number of things. These include cultural practices, active media, legal implications, incidental costs, and target audience.
The Chinese medicine trade may be slow but with the right marketing strategy, an entrepreneur would have carved for themselves a niche in what would in the first instance be disregarded as an overly ambitious project.