不可否认,医药保健品营销是将整合营销发挥到极致的领域之一。所以有人说,医药保健品行业一直是中国市场营销的“黄埔军校”,是其它行业营销的标杆。同样无可置疑的是,医药保健品行业营销的“变态”也较其他行业更为盛行——多年来,保健品当药卖、药当神药卖的营销噱头我们都见惯不怪了!在这个行业,我们领教了太多开天辟地的概念炒作,听到了太多一飞升天的神话故事,也看到了太多的神话企业、神话人物．神话产品如绚丽的泡沫瞬间辉煌后便化为乌有! 长不过三五年的生命周期是很多医药保健企业或其产品走不出的宿命, “其兴也勃焉,其亡也忽焉”。 Admittedly, the marketing of healthcare products is one of the areas that will bring integrated marketing to the limit. So some people say that the pharmaceutical and healthcare product industry has always been the “Whampoa Military Academy” for marketing in China and the benchmark for marketing in other industries. It is also beyond doubt that the “metamorphosis” in the marketing of pharmaceutical and nutraceutical products is also more prevalent than in other industries - over the years, we have seen accustomed sales of health products as medicine and medicine as sales gimmicks. In this industry, we have experienced too many epochal speculation, heard too many soaring myths, and also seen too many mythical corporations and mythical figures. Mythology products such as the glittering foam instant glory then disappeared! But the life cycle of three or five years is that many medical and health care enterprises or their products can not go out of fate, “its prosperous Bo Yan, its death also suddenly Yan.”