The first step is to look at the "appearance": from the external characteristics of the product. Look at the product packaging. If the product packaging is not good, the quality and trust of the product will be greatly reduced, which will bring difficulties to the future marketing. Second, look at the market tools provided by enterprises. Without sharp market tools, the slogan "How many multimillionaires to achieve" is hard to believe. Third, look at the procedures and batch numbers. Is it true, Shi Jian, OTC or prescription drugs? Is there any relevant approval? This is equivalent to the "birth certificate" of the product. Without these, the product can only be guerrilla in operation and cannot be elegant. Fourth, look at the ingredients. The curative effect of products is the key to the management of health care products, but the real clinical data is not easy to obtain. Therefore, the main components and formula of the product have become an important index to evaluate the efficacy of the product. Fifth, look at prices and policies. Appropriate price positioning and reasonable cooperation policies are the cornerstones of cooperation. The second step is to look at the "skeleton": look at the integration of resources and the support of enterprises. A good product, just sales volume is not necessarily good. Under the general lack of trust in medical and health care products, the grafting and integration of internal and external resources of enterprises is particularly important. In addition, the support of enterprises in publicity, tool building and personnel marketing is also crucial. Of course, these can not be solved by watching advertisements, but by having a general judgment and cognition. The third step is to look at "flesh and blood": to see if the product has a really effective selling point. Remove all the adjectives from the investment promotion information and see if the last remaining "flesh and blood"-whether the selling point of the product and the promised income can really support the product, whether it can impress consumers and whether it can fulfill the promise. Doing the market depends on strength, and choosing products depends on the attention and judgment of the long-term trend of the whole industry and market. With an accurate judgment of market trends, we can seize the opportunity while everyone is still waiting to see. Clearly setting standard judgment needs to be cultivated slowly, but business opportunities are fleeting. According to the development trend of medical and health care products market and the current market environment, the author believes that the following "eight-character proverbs" can be considered in product selection for a period of time, which will make product selection more targeted. 1. What is suitable is the best. Different dealers have different resource advantages. If a promising product doesn't match its own terminal, team, financial resources, experience and other resources, it's best to give up as soon as possible. In addition, different dealers have different business styles, some like TV "indiscriminate bombing", some like radio persuasion, and some like the quick return of newspapers. Whether you choose the usual method or the innovative operation mode, you must do what you can. 2. Low is low price. After consumers are becoming more and more rational, and the state has suppressed the false high drug prices several times, the prices of medical and health care products are getting lower and lower. The lower the threshold for the first purchase, the greater the possibility of trying. With the first batch of people who try, as long as the effect is passable, the product will not lose money. Now many new drugs have changed their high-priced strategies and started to be sold as generic drugs. With the market becoming more and more standardized, low price will become a "sharp weapon" to reduce the risk of consumers' first purchase and realize rapid market sales. 3. Cold At present, the "unpopular" products are becoming more and more "hot", and it is also a good choice to find an unpopular one. The market has changed, making big drugs may not make a lot of money, but in the past two years, many products have easily found gold in the unpopular market. For example, in the hemorrhoid medicine market, which has been dominated by big brands for decades, Miao medicine, Tibetan medicine and other ethnic medicines have become gold-seeking places. 4. New consumers like the new and hate the old, and they are constantly looking for newer and better solutions. Today, the homogenization of products is becoming more and more serious. As long as there is a little innovation in dosage forms, raw materials and usage methods, there will be great creative space. When choosing a product clearly, we must pay attention to its effect and feel its effect. Sometimes sweet words are not as convincing as intuitive perception. For example, if you spray rhinitis, your nose will pass in 30 seconds. If a product can clearly show its efficacy to consumers, it can still be sold without advertising. 6. Boutique dealers should not be equal when choosing products, but should abide by the "quality principle". The product mix can adopt the pyramid system of "one specialty and many functions": one specialty should have a main product, which is the focus of advertising and terminal counter promotion; Multifunctional means that there are several complementary products in different markets. "Specializing in many skills" can ensure that the main products have sufficient support, and at the same time can share the cost of personnel and terminals. In addition, there must be the best agent products in terms of efficacy. If the product does have a variety of functions, it should also be divided into the best function and additional added value, that is, the function of "one expert and many functions." In today's extremely rich products, people's demand for the efficacy of products such as "tiger balm" is increasingly questioned. Therefore, professional, exclusive and specialized products are more acceptable to consumers. 7. It all depends on whether the manufacturer has all-round support. When acting as a product agent, it is as important to look at marketing support as to choose products. First of all, it depends on whether all kinds of documents and materials are complete. The market is becoming more and more standardized, and whether the product information, certification documents and various approvals provided by enterprises and the file system required for exclusive market operation are sound or not is related to whether the market can operate without obstacles. Secondly, it depends on whether all kinds of marketing methods are complete. The market environment in different parts of the country is very different, and diversified marketing methods and personalized marketing models can be suitable for the operation of low-risk markets in different regions. At present, some enterprises provide different advertising versions according to the market progress, or provide services of advertising localization adjustment, which will greatly promote the market operation. Third, it depends on whether the enterprise has background resources such as experts and government. The authoritative support of experts and government agencies is the key to solving trust. Integrating social resources to provide support for dealers is also an important embodiment of enterprise marketing services. 8. monopolize resources and do exclusive business. With the escalation of competition, product marketing is gradually evolving into resource marketing. Tactics are often easy to imitate and surpass, but the monopoly of resources is not easy to surpass. If you can choose exclusive products and monopolize the advantages of raw materials, technology, categories, channels, permissions and other resources, then your opponent can only be powerless and difficult to follow. After the country standardizes the trade names of drugs, trade names are not allowed to be used except for new drug varieties, and the number of generic drugs is also limited. Therefore, acting as an agent for new drugs is also a trick to monopolize categories. The above eight standards are some references for dealers to choose products. Of course, it is unlikely that any product will fully meet the requirements. It is good to meet several of them, but it is very dangerous if none of them meet the requirements. Choosing a good product is only the first step in the whole marketing journey. Product marketing is a systematic project. Only when a good product is combined with a tailor-made promotion plan and implemented in place can it really bring rich market returns.