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雙洛平

中國創新藥領軍品牌

背景:

       伴隨當今快節奏生活,亞健康人群越來越多,亞健康是指身體雖然感到有種種不適,不舒服,如出現食欲不振、頭痛失眠、精神萎靡、注意力不集中、疲勞健忘、性功能障礙等,但上醫院檢查時又未能發現可觀察到的變化,此時醫生也沒有辦法來進行治療,中國亞健康人口已超過9億。肥胖、“三高”加“三病”稱之為“代謝綜合癥”,俗稱“富貴病”。所以,我們成了“代謝綜合癥”大國或“富貴病”大國。代謝綜合癥不僅嚴重影響億萬人民的健康和生命,而且會造成巨大的生產率損失和國民經濟負擔。

Background:

       With today's fast-paced life, there are more and more sub-healthy people. Sub-health refers to physical discomfort and discomfort, such as loss of appetite, headache, insomnia, mental depression, inattention, fatigue and amnesia, sexual dysfunction, etc., but no observable changes can be found when going to the hospital for examination. There was no way for doctors to have treatment. The sub-health population in China has exceeded 900 million. Obesity, "three high" and "three diseases" are known as "metabolic syndrome", commonly known as "rich diseases". Therefore, we have become the world's first "metabolic syndrome" big country or "rich disease" big country. Metabolic syndrome not only seriously affects the health and life of hundreds of millions of people, but also causes enormous loss of productivity and national economic burden.

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洞見:

       作為中國創新藥領軍企業的深圳微芯生物始終秉承:“原創、安全、優效”的原則,致力于為患者提供可承受的創新機制和治療藥物的理念,以自主創建的“基于化學基因組學的集成式藥物發現及早期評價平臺”為其核心競爭力,專注于原創小分子藥物研發,為廣大患者提供可承受的創新機制治療藥物。其核心創新藥品—雙洛平,代表了微芯生物的強大創新力,代表了中國醫藥的先進文化,并承擔起持續創新,以拯救健康為己任,致力于為患者提供安全、優效、可承受的創新機制的治療藥物為企業使命,即通過創新藥雙洛平的非凡療效來為廣大高血脂、高血糖患者提供全面健康的解決方案。

Insight:

       As China's leading innovative drug company, Shenzhen Microcore Biology has always adhered to the principle of "originality, safety and efficiency". It is committed to providing patients with affordable innovative mechanisms and therapeutic drugs. It has independently created an integrated platform for drug discovery and early evaluation based on chemical genomics as its core competition. We will focus on the research and development of original small molecule drugs and provide affordable innovative therapeutic drugs for patients. Its core innovative drug, Shuangluoping, represents the strong innovative power of micro-core organisms, represents the advanced culture of Chinese medicine, and undertakes continuous innovation, taking saving health as its own responsibility, devoting itself to providing patients with safe, effective and affordable therapeutic drugs with innovative mechanisms as its corporate mission, that is, through the innovative drug Shuangluoping. The extraordinary curative effect will provide a comprehensive and healthy solution for the majority of patients with hyperlipidemia and hyperglycemia.

解決:

    “雙”喻指雙管齊下(降脂、降糖)。“洛平”指平穩病情。該名行業屬性明顯,表明企業藥品對患者進行精準調節,糾正胰島素抵抗導致的代謝紊亂,強效全面控糖的同時全面調脂,且療效穩定,安全可靠,使糖尿病長期管理控制簡易可行,是患者值得信賴使用的好品牌。這個強大詞語大大的提高了品牌的認知度。并且是可描述的、可識別的,在口耳相傳的傳播方面,這個名字高認知度,是有戰略意義的,是有巨大的勢能在的,能夠節省大量的傳播和營銷成本,還能累積品牌資產。

       橢圓膠囊是一種帶有強大文化勢能的圖案,在中國傳統文化符號識別中,橢圓屬于運動中的圓,具有不斷開拓進取的強大勢能,橢圓膠囊的延展性和連續性有很強的視覺控制。同一性的、重復的陣列式視覺形式,有著很強的擴散性,可以釋放出巨大的社會正能量,這就是視覺權力。“降脂降糖行  就選雙洛平”,給了目標消費者足夠的購買理由,放大了產品的特點,讓目標受眾感受到了雙洛平在降脂、降糖治療上的效果,能夠快速占據目標受眾的心智資源,拉近與消費者之間的距離。

Solution:

       The "double" metaphor refers to two pronged approaches (lipid lowering and hypoglycemic). "Luo Ping" means a stable condition. This industry has obvious attributes, which indicates that enterprise drugs can precisely regulate patients, correct metabolic disorders caused by insulin resistance, effectively and comprehensively control sugar while comprehensively adjusting lipid, and have stable curative effect, safety and reliability. It makes long-term management and control of diabetes simple and feasible. It is a good brand for patients to be trusted and used. This powerful word has greatly enhanced brand awareness. And it is descriptive and recognizable. In the aspect of word-of-mouth communication, the name has high awareness, strategic significance, great potential, can save a lot of communication and marketing costs, and can also accumulate brand assets.

       Elliptical capsule is a pattern with strong cultural potential energy. In the recognition of traditional Chinese cultural symbols, ellipse belongs to the circle in motion and has strong potential energy of continuous development. Elliptical capsule has strong visual control of extensibility and continuity. Identity and repetition of array visual form, has a strong diffusivity, can release a huge positive social energy, which is visual power. "Choose Shuangluoping when reducing blood lipid and sugar", which gives the target consumers enough reasons to buy, enlarges the characteristics of the product, and makes the target audience feel the effect of Shuangluoping in the treatment of reducing blood lipid and sugar. It can quickly occupy the mental resources of the target audience and close the distance between consumers.

 

Perspectives

天融信

天融信

   先知為天融做的命名及企業宣傳冊圍繞其企業文化和理念,內容豐富而條理清

科眾

科眾

  背景: 據公安部交管局統計,截至2016年底,全國機動車保有量達2.9億輛,其中汽

亞洲新聞臺

亞洲新聞臺

    2008年,先知總顧問王思翰先生接受了新加坡亞洲新聞頻道的專訪,王思翰先生

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