How to make the connotative science knowledge enter the public vision? Good Doctor Group for the popularization of science activities to carry out visual transformation, continue to care for the public health, awaken everyone to protect the stomach and love the stomach, so that consumers of different regions, ages, circles to get a comprehensive knowledge of stomach knowledge and professional solutions, from 2016, Good Doctor Group to create a series of public welfare activities "love stomach love health", always guard the first line of people's gastrointestinal healthy life.
Good Doctor Loves Stomach Love Health Public Welfare Activity Site Courtesy of Good Doctor Group
Urban people are unable to eat on time for various reasons, the pressure of work increases, and the pace of life accelerates... Faced with the matter of eating, in the face of efficiency and health, many people do not hesitate to choose the former. Taking this as an opportunity, this year's theme "Love, Start from Eating Well", good doctor rehabilitation new continues to interact with target consumers in depth, care for the public gastrointestinal health, call on everyone to eat well, and do not be a spokesperson for stomach diseases, and start at the end of 2021.
Love stomach spokesperson IP - Kang Xiaoxin, mengli break the circle
The emergence of "Kang Xiaoxin" is a new layout of Good Doctor Group in Internet + marketing, focusing on user services and emotional needs, and is committed to creating more value for users. As a pharmaceutical company, if you choose a stable and in line with the brand tone of the spokesperson is the problem that good doctors have been facing, turn the problem into an opportunity, after half a year of careful adjustment, the repair doctor "Kang Xiaoxin" to meet the public again, the representative white bottle body, the top of the doctor's hat, and the highlight of the second update - the "KFX" energy ring on the bottle is rebuilt for the brand core "repair", and it is expected that the brand will be further revealed after the brand.
Repair Dr. "Kang Xiaoxin" IP image courtesy of Good Doctor Group
Optimized and updated the new image of Kang Xiaoxin, as well as to create a series of emojis, the official WeChat, Weibo unified new, is the brand hope that the cute Xiaoxin everywhere at any time to remind everyone to love the stomach and love health.
Similarly, in this year's event, Kang Xiaoxin is also everywhere, with a white bottle with bright colors and full of eye-catching. Therefore, the good doctor drove such a "love stomach science car" and carried out a "visualization" science popularization public welfare on the streets of Chengdu.
Face to face to teach you to eat well, walk the heart and "to the stomach"
"Refuse to be blunt preaching", contemporary young people have their own information receiving chain, when the content fits their style path, it can naturally flow into the heart. For example, comics, rap, and two-dimensional elements are like a number of family treasures. To talk to young people, good doctors take to the streets and walk into the real scenes of public life in order to awaken public recognition. Through street interviews interspersed with questions and answers on the knowledge of love stomach, a dialogue was conducted to explore the closure of meals, and nearly 80% of young people agreed that "it is difficult to eat, it is difficult to eat well, and it is more difficult to eat a good meal", and at the same time, two-thirds of the people who have misunderstandings about stomach diseases such as "how helicobacter pylori is transmitted" also account for two-thirds.
After receiving the survey, Kang Xiaoxin immediately sent a love stomach gift box to the participants: a set of portable tableware, design environmental protection bags, a box of rehabilitation new liquid, are ingenious, portable tableware so that people who have to eat out can eat more hygienically, reduce the possibility of Helicobacter pylori infection, environmental protection bags are encouraging everyone to buy vegetables to cook and enjoy life, and the active repair of the gastric mucosa of the rehabilitation new liquid can reduce the recurrence of stomach diseases.
It is worth mentioning that the harmonic stem of "stomach disease GO DIE" on the environmental protection bag and the playful copywriting of "what people do not do is not for eating" are exactly in line with the good doctor's use of common topics to create resonance, and then use resonance to drive the activity ideas of popular science.
Take advantage of the opportunity to tap potential scenarios and expand the column in a linkage
Circle the public's attention with good-looking content, and call for social care with heartfelt actions. Good Doctor simultaneously released the love stomach creative recipe and street interview video on Weibo, and joined hands with 25 brands to expand the linkage to create a brand topic #Love Stomach Love Health#; around the "stomach health scene" covered by different brands, multi-dimensional science popularization was carried out, and different brands had different user groups, further from the breadth... It is the attention and deliberation of these countless details that makes the good doctor's "visual scene science popularization" public welfare seem particularly heartfelt, and it has been reported by 140 authoritative mainstream media
On the four recipes of love stomach, it is recommended to make it for the family, make it for the lover, make it for yourself and make it for the neighbors and friends. Loving yourself, developing good eating habits, learning to eat well, and being healthy is also a kind of responsibility for your family. The copy on the 4 recipes is also very warm: "TO family: day after day, one meal and one meal, we have become a family", "TO lover: love has another name, is to cook for you to eat", "TO yourself: enjoy time, wash your hands and make soup", "TO neighbor: 'People eat more fragrantly' is the eternal truth"
This is also a potential scenario for good doctors to dig deeply into the audience, combine IP, visualize each knowledge point, and string the tedious explanation tiles into a vivid story. The graphic form of the sample can actively stimulate the interest of young people and better spread on social media.
The times are like this, how should pharmaceutical companies take the road of science popularization
Continue the concept of loving the stomach and loving health, and create a brand marketing node that belongs to the new liquid for the rehabilitation of good doctors. In 2021, from the debut of the Good Doctor Band to the visual scene science, Good Doctor Rehabilitation has engaged in wave after wave of things in love stomach and health, and has also set off wave after wave of large and small waves. As of December 2, 2021, the MV video of "Hundred Stomach Life" has been played more than 8.5 million times, integrating band + scenes together, attracting the attention of young people, and slowly receiving knowledge about stomach diseases, what symptoms it has, how to prevent it... Weibo Weibo topic # Decide how difficult it is to eat # The number of views exceeded 100 million, online + offline crowd coverage of more than 5000w, while the knowledge of science, called for and triggered more people to discuss, creating a social environment that the whole people love stomach.
Good Doctor is not the first year to do such a public welfare, this year is only the fifth year, under the IP of "Kang Xiaoxin", it will continue to bring brand warmth to the society.
Different from the traditional public welfare action, the good doctor is not going to one city after another and doing what for whom, but through a real and heartfelt action, to awaken the public's cognition. Pick up the cognition that has been neglected and not done well enough, and return it to the public in a better way of communication. To popularize knowledge to the public, to correct and prevent those gastrointestinal health misunderstandings, so in the creative expression, the content of loving the stomach and loving health maintains a high degree of consistency. Because it does not rely on brain holes, it is more based on real scenes and social insights into groups. This also allows every communication of the brand to have something to say, and the user can really feel the specific value of public welfare, completing an internal transformation from "not knowing" to "knowing".
In the matter of public welfare, the good doctor also believes in the power of water drops and stones, and has the persistence and determination of the brand. Its philanthropic actions don't stop until people "don't know" inventory is cleared.
Finally, good doctors bring a new thinking, that is, the traditional public welfare activities of pharmaceutical companies must also be upgraded. Popular science is hardcore, but it also has to have a soft side. Use expressions that keep pace with the times to grab back the attention of young people and thus cultivate their reading habits. When more and more young people fall in love with popular science content, from passive education to active learning, the brand's public welfare undertakings will go better and farther. How should pharmaceutical companies take the road of science popularization, and good doctors are constantly writing new answers.