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Useful Advices - China Media Booms
No one really knows how many television stations there are in China. Best estimates put the number at 5,000. Yet, just over ten years ago there were no more than 40. The number of newspapers has increased from around 200 to more than 2,500, radio stations have blossomed from a 100 to 1,200 and TV and radio penetration is now over 85 percent.
In just, 10 years, the media in has exploded. But it is still heavily regulated and owned and controlled by the state run Communist Party. Most local
In just, 10 years, the media in has exploded. But it is still heavily regulated and owned and controlled by the state run Communist Party. Most local
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
media is pro-China in its content and style and is used as a tool for control and influence over the country's huge population.
There are also limits on foreign journalists - where they can travel and to whom they can speak. Overseas media regularly have their offices screened and their activities are closely monitored.
Taiwan, Tibet and human rights issues are strictly off the editorial agenda.
Despite this, consumerism has well and truly arrived in China. There's now an increased sophi
There are also limits on foreign journalists - where they can travel and to whom they can speak. Overseas media regularly have their offices screened and their activities are closely monitored.
Taiwan, Tibet and human rights issues are strictly off the editorial agenda.
Despite this, consumerism has well and truly arrived in China. There's now an increased sophi
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
tication in the market - and marketing communications, brand management and reputation building have become big business.
There is no such thing as privately owned media in China - and foreign companies are restricted. Consumerism is driving up advertising revenue. The dominant Chinese television network, CCTV is said to earn a total of 1 billion yuan or A$200 million a year.
So in this environment how can Australian companies effectively get their message across and plan marketing commun
There is no such thing as privately owned media in China - and foreign companies are restricted. Consumerism is driving up advertising revenue. The dominant Chinese television network, CCTV is said to earn a total of 1 billion yuan or A$200 million a year.
So in this environment how can Australian companies effectively get their message across and plan marketing commun
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
cations strategies in China?
The first thing to understand is how companies will have to work in a very complex and constantly changing regulatory environment.
"China is very conscious of reforming its media and has some relatively progressive thinking internally about where to take it," said Gary Davey CEO of Star TV in Hong Kong. "But it's going to take a very long time because they are equally sensitive about the importance of control."
An older generation of bureaucrats still sees th
The first thing to understand is how companies will have to work in a very complex and constantly changing regulatory environment.
"China is very conscious of reforming its media and has some relatively progressive thinking internally about where to take it," said Gary Davey CEO of Star TV in Hong Kong. "But it's going to take a very long time because they are equally sensitive about the importance of control."
An older generation of bureaucrats still sees th
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
media, and television in particular, as a propaganda device and any attempt to reform it into a commercially driven business raises great suspicion amongst the Chinese leadership.
In the past the News Corporation owned STAR TV has upset Chinese authorities and Davey is quick to point out the sensitivities of the Chinese marketplace, especially when it comes to cultural differences.
"You might be able to run a successful State-run security operation by trying to force your own cultural va
In the past the News Corporation owned STAR TV has upset Chinese authorities and Davey is quick to point out the sensitivities of the Chinese marketplace, especially when it comes to cultural differences.
"You might be able to run a successful State-run security operation by trying to force your own cultural va
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ues down someone else's throat, but you certainly can't run a business doing that."
STAR TV has had to develop strategies that fit these realities. "We've created new companies with Chinese partners to play a part in the evolution of the policy," Davey said.
The days of handing out long red envelopes filled with cash to journalists at press conferences in China could also well be over. The industry is trying to clean up its act and has recently released a new code of practice for both pub
STAR TV has had to develop strategies that fit these realities. "We've created new companies with Chinese partners to play a part in the evolution of the policy," Davey said.
The days of handing out long red envelopes filled with cash to journalists at press conferences in China could also well be over. The industry is trying to clean up its act and has recently released a new code of practice for both pub
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ic relations professionals and journalists.
The local media is still very pro-China in its content and style but the practice of accepting cash and gifts in return for running positive stories is now being phased out.
Tony Turner has worked in corporate communications in China for over 25 years and is the Hong Kong based Chairman of the Rowland Company.
He says in the past there has been a degree of cronyism, corruption and lack of transparency in the media but that is changing as Wester
The local media is still very pro-China in its content and style but the practice of accepting cash and gifts in return for running positive stories is now being phased out.
Tony Turner has worked in corporate communications in China for over 25 years and is the Hong Kong based Chairman of the Rowland Company.
He says in the past there has been a degree of cronyism, corruption and lack of transparency in the media but that is changing as Wester
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
-based multinationals entered the market with a new set of communication standards.
"What we've got today in Hong Kong is a highly professional, highly inquisitive and free media," he said.
Turner believes many multinationals don't want their name tarnished by being caught for paying journalists.
"The opportunity for PR and professional PR is as great as it ever could be," Turner said.
This view is reflected in Beijing where Gua Hu-ming heads up the China International Public Relations
"What we've got today in Hong Kong is a highly professional, highly inquisitive and free media," he said.
Turner believes many multinationals don't want their name tarnished by being caught for paying journalists.
"The opportunity for PR and professional PR is as great as it ever could be," Turner said.
This view is reflected in Beijing where Gua Hu-ming heads up the China International Public Relations
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ssociation. He says PR as a profession, started in China 15 years ago and first appeared in joint venture hotels.
In the past it has been standard practice for reporters to accept cash and gifts in return for running positive stories or even working in conjunction with investors to ramp up the stock market.
But this is changing Mr Gua believes the Chinese media and journalists are becoming more professional.
But what impact is the Internet having on traditional news sources and PR campai
In the past it has been standard practice for reporters to accept cash and gifts in return for running positive stories or even working in conjunction with investors to ramp up the stock market.
But this is changing Mr Gua believes the Chinese media and journalists are becoming more professional.
But what impact is the Internet having on traditional news sources and PR campai
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ns?
Dr Xueli Huang is an expert on Internet marketing based at Edith Cowan University in Perth.
He says Internet usage is growing in China with 60 million users but news content is still heavily controlled.
Most users are young and cannot afford a computer. Instead they use Internet cafes to send emails and their main news sources are limited to international news sites such as the BBC World Service and CNN.
"I don't think the Chinese Government will ban all the news sites, but Governme
Dr Xueli Huang is an expert on Internet marketing based at Edith Cowan University in Perth.
He says Internet usage is growing in China with 60 million users but news content is still heavily controlled.
Most users are young and cannot afford a computer. Instead they use Internet cafes to send emails and their main news sources are limited to international news sites such as the BBC World Service and CNN.
"I don't think the Chinese Government will ban all the news sites, but Governme
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
t will certainly want to control political sites."
Bandwidth is also a problem in China. Huang believes newspapers, radio and TV will still provide local news because of the time in downloading information from the Internet and the lack of infrastructure.
So if you are doing business in China here are 12 success tips for implementing a successful marketing communications plan:
1. Understand cultural differences. Be sensitive to local communities and understand the complex and varied stru
Bandwidth is also a problem in China. Huang believes newspapers, radio and TV will still provide local news because of the time in downloading information from the Internet and the lack of infrastructure.
So if you are doing business in China here are 12 success tips for implementing a successful marketing communications plan:
1. Understand cultural differences. Be sensitive to local communities and understand the complex and varied stru
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
tures of the Chinese media. They are not uniform and often controlled at a local, provincial and national level. I will never forget the cultural shock of seeing an armed red-guard standing on a pillbox outside a TV studio in Guangzhou asking for my official ID. Improve your cultural literacy by understanding the culture and history of those you're doing business with. Respect these differences and don't impose your own values & perceptions on how the local media should treat you.
2. Use a
2. Use a
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
local spokesperson. Depending on the news value of the story, you will have a better chance of gaining media coverage the more Chinese you make your message. Using a local spokesperson will give you greater credibility. For example in PR campaigns for Nokia and IBM in China, they use local Chairmen who are Chinese because they are well respected and have deep Chinese roots.
3. Know your point of difference - what you do in your own backyard you also have to do in new markets. Find out what
3. Know your point of difference - what you do in your own backyard you also have to do in new markets. Find out what
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
makes you or your service or product unique in the marketplace? How will it stand out from the competition. In the past cultural differences have been used as an excuse for dubious practices not acceptable back home. This has changed.
4. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service? How will cultural dive
4. Clarify your communication objectives? What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service? How will cultural dive
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
sity and differing news values influence this? News values differ in China. Often issues will be reported one or two days later and not with the urgency or timeliness of the Western media.
5. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the local Chinese media? How credible is the media your target audience uses? Does it
5. Define your target audience? Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the local Chinese media? How credible is the media your target audience uses? Does it
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
still have credibility even though it is controlled? The media is evolving and becoming more respected.
6. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or national? Do your homework on how news is structured and gathered. Investigate who is reporting on what. Find out the nuances. TV has the highest penetration, while the Internet is growing amongst younger Chinese.
7. What is your key message? The
6. Identify the best channels of communication. What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or national? Do your homework on how news is structured and gathered. Investigate who is reporting on what. Find out the nuances. TV has the highest penetration, while the Internet is growing amongst younger Chinese.
7. What is your key message? The
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
media is becoming more competitive and market driven. They need readers and viewers to stay viable in the new economy. How can you make your message appealing and newsworthy? Distill what you want to say into three key points. Always check translations of media releases. Have them retranslated back into English to check for accuracy.
8. Build your case? When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets?
8. Build your case? When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets?
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
What evidence and proof do you have that is seen as credible and independent within their cultural belief system?
9. What is the China hook? What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists. You are not successful in China until the local market tells you. Giving money to Chinese journalists is no longer acceptable. Use more legal and ethical incentives such as providing transport, lunch or a gift or souvenir item.
10. Dev
9. What is the China hook? What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists. You are not successful in China until the local market tells you. Giving money to Chinese journalists is no longer acceptable. Use more legal and ethical incentives such as providing transport, lunch or a gift or souvenir item.
10. Dev
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
lop long-term relationships with the media. Visit and meet journalists face to face. Network, get to know them and involve them in the story. There is now a focus on the interactive brand experience. For example in a recent mobile phone campaign local journalists were involved in trailing the product prior to launch. They were asked for their feedback and engaged proactively in its development providing them with ownership of the product and subsequent story. Relationships and personal conn
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ctions, or guanxi are very important in China and especially so in cultivating good media contacts.
11. If you have to face the media yourself … Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.
12. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a media and communications professional that can help your company see the media as an opportunity not a threat.
Source: "China Media - The Ethics of Influence", 199
11. If you have to face the media yourself … Use the Three Golden Rules to Perform at your Best = Know Your Topic, Be Prepared, Relax.
12. Seek Professional Help. For maximum impact, effectiveness and value seek the advice of a media and communications professional that can help your company see the media as an opportunity not a threat.
Source: "China Media - The Ethics of Influence", 199
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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