Rentrax Co., Ltd.
[Survey on the actual state of advertising and PR for quasi-drugs (medicinal cosmetics)] More than 40% of people have experienced “failing to advertise”! On the other hand, 53.0% said that “sufficient measures have not been taken”
~Measures to prevent publication failures include “requesting supervision from an expert” and “consigning to a medical advertising agency”~
……
Rentrax Co., Ltd. (Headquarters: Edogawa-ku, Tokyo, President and CEO: Daisuke Yamazaki) is targeting 100 managers, executives, marketing, and public relations personnel of companies with experience in selling quasi-drugs (medicated cosmetics). We would like to inform you that we conducted a fact-finding survey regarding advertising of quasi-drugs (medicinal cosmetics).
Survey summary
[Image 1: https://prtimes.jp/i/131944/5/resize/d131944-5-5680918c56e662af04a2-0.jpg&s3=131944-5-f490533f9a6eec404d536783bdd9228d-1920×1080.jpg] ▼Click here to download the report of this survey
https://www.rentracks.co.jp/affiliate/document/documentDetail.php?id=5 Survey overview
Survey name: Survey on the actual situation regarding advertising of quasi-drugs (medicinal cosmetics)
Survey method: Internet survey planned by research PR “Respy(R)︎” provided by IDEATECH
Survey period: May 9, 2024 to May 23, 2024
Valid answers: 100 managers, executives, marketing, and public relations staff of companies with experience in selling quasi-drugs (medicinal cosmetics)
*The composition ratio is rounded to the second decimal place, so the total does not necessarily add up to 100.
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52.0% felt challenges while marketing, advertising, and PR for quasi-drugs (cosmetics)
When asked, “Q1. Have you ever experienced any challenges while marketing, advertising, or PR for quasi-drugs (medicated cosmetics)?” (n=100), the answer was ” ” answered 30.0%, and 22.0% answered “I have felt it somewhat”.
[Image 2: https://prtimes.jp/i/131944/5/resize/d131944-5-2a773d1a7ac9122ca4b0-1.jpg&s3=131944-5-051d19172c38ec11c052f0346736ff01-1200×800.jpg] Q1. Have you ever encountered any issues while marketing, advertising, and PR for quasi-drugs (medicinal cosmetics)?
・I felt very strongly: 30.0%
・Somewhat felt like it: 22.0%
・I haven’t felt it much: 29.0%
・I have never felt it: 8.0%
・Don’t know/can’t answer: 11.0%
In marketing quasi-drugs, emphasis is placed on “focusing on “prevention” rather than “treatment” and “targeting by symptom.” When asked, “Q2. What do you think is important in the marketing of quasi-drugs (cosmetics)? (Multiple answers allowed)” (n=100), the focus was on “prevention” rather than “treatment”. 45.0% said “Targeting by symptom”, 37.0% said “Targeting by symptom”, and 27.0% said “Strictly check expressions”.
[Image 3: https://prtimes.jp/i/131944/5/resize/d131944-5-533103527f9a778f3301-2.jpg&s3=131944-5-3f912afb6bda956962430debd4825acb-1200×800.jpg] Q2. Please tell us what you think is important in marketing
quasi-drugs (medicinal cosmetics). (Multiple answers)
・Focus on “prevention” rather than “treatment”: 45.0%
・Targeting by symptom: 37.0%
・Strict expression check: 27.0%
・Branding by company: 26.0%
・Competitive market analysis: 26.0%
・Others: 0.0%
・Don’t know/can’t answer: 12.0%
Points such as “evidence” and “matching product image and target age group” are also included.
For those who answered anything other than “I don’t know/can’t answer” in Q2, I asked them, “Q3. In addition to what you answered in Q2, if there is anything you think is important in the marketing of quasi-drugs (medicated cosmetics), please feel free to tell me. (Free response)” (n=88), we received 67 responses such as “Evidence” and “Matching the product image with the target age group is important.” -Free answers/partial excerpts-
・51 years old: Strategy and purpose.
・42 years old: Safety aspect.
・51 years old: Evidence.
・65 years old: Understand needs by conducting market research. ・51 years old: Comply with Pharmaceutical Affairs Law.
・61 years old: Explanation of medicinal effects.
・55 years old: Matching the product image with the target age group is important.
42.0% of people have experienced “dead placement” in advertisements and PR related to quasi-drugs.
When asked, “Q4. Have you ever experienced a failure in advertising or PR regarding quasi-drugs (medicated cosmetics) at your workplace?” (n=100), 19.0% answered “many times”. %, 16.0% answered “several times” and 7.0% answered “only once.”
[Image 4: https://prtimes.jp/i/131944/5/resize/d131944-5-9733d717d5219c5f9b89-3.jpg&s3=131944-5-98f5a1aa11ec8f1ca2b785662fea3e9a-1200×800.jpg] Q4.Have you ever experienced a drop in advertising or PR for quasi-drugs (medicinal cosmetics) at your workplace?
・Many times: 19.0%
・A few times: 16.0%
・Only once: 7.0%
・No: 58.0%
53.0% do not have sufficient measures in place to prevent publication failures When asked, “Q5. Does your workplace take any measures to prevent advertising/PR related to quasi-drugs (medicated cosmetics) from being dropped?” (n=100) 28.0% said they had not taken many measures, and 25.0% said they had not taken any measures at all.
[Image 5: https://prtimes.jp/i/131944/5/resize/d131944-5-0ade321eb722aa046e5b-4.jpg&s3=131944-5-82a07e003c50c0485d4216b9f96b06df-1200×800.jpg] Q5. Does/has your workplace taken measures to prevent advertising and PR related to quasi-drugs (medicated cosmetics) from being dropped? ・A lot of countermeasures have been taken: 16.0%
・Some measures have been taken: 31.0%
・Not many measures have been taken: 28.0%
・No measures taken at all: 25.0%
No. 1 measure to avoid publication failure: “Have an expert supervise” For those who answered “We have quite a lot of countermeasures in place” or “somewhat well prepared” in Q5, we asked them, “Q6. What are we doing to avoid being dropped in advertisements and PR regarding quasi-drugs (medicinal cosmetics)? When asked, “Please tell me the countermeasures you took. (Multiple answers allowed)” (n=47), 51.1% said “I will have an expert supervise it” and 42.6% said “I will outsource it to a medical advertising agency”. That was the answer.
[Image 6: https://prtimes.jp/i/131944/5/resize/d131944-5-7b51a38614da674f1328-5.jpg&s3=131944-5-3ed7d50ad5b56d183c0232a7c8e63f35-1200×800.jpg] Q6. Please tell us about the measures you are taking/have taken to avoid being dropped in advertisements and PR regarding quasi-drugs (medicinal cosmetics). (Multiple answers)
・Supervised by an expert: 51.1%
・Outsourcing to a medical advertising agency: 42.6%
・Request writing from a medical writer: 36.2%
・Participate in seminars to increase knowledge: 36.2%
・Use portal site: 25.5%
・Other: 4.3%
-55 years old: We have a solid internal screening system.
・Don’t know/can’t answer: 4.3%
Measures such as “market research” and “listening to the opinions of many people” are also available.
For those who answered anything other than “I don’t know/can’t answer” in Q6, I asked them, “In addition to what I answered in Q7. If you have any countermeasures, please feel free to tell us. (Free response)” (n=45), we received 31 responses, including “market research” and “asking many people for their opinions.” is completed. -Free answers/partial excerpts-
・51 years old: Commercials will be examined at the offline editing stage. ・51 years old: Exaggeration is strictly prohibited.
・46 years old: Asked a former public health center employee. ・45 years old: Avoid violating the law.
・42 years old: Preliminary examination.
・38 years old: Market research.
・46 years old: Ask many people for their opinions.
40.0% conducted SEO marketing related to quasi-drugs
When asked, “Q8. Does your workplace conduct SEO marketing for quasi-drugs (medicated cosmetics)?” (n=100) The answer was 40.0%, and 60.0% said they had never been there.
[Image 7: https://prtimes.jp/i/131944/5/resize/d131944-5-8e53ae212231d5bfd529-6.jpg&s3=131944-5-4c09df04ad1946289ccfbc4cda6ec6eb-1200×800.jpg] Q8. Does your workplace conduct SEO marketing for quasi-drugs (medicated cosmetics)?
・Going/was going: 40.0%
・I have never been there: 60.0%
Approximately 70% struggle with “complying with medical advertising guidelines” in SEO marketing for quasi-drugs
For those who answered “I do/have done this” in Q8, “Q9. Please tell me what you are struggling with/have been doing in SEO marketing related to quasi-drugs (medicated cosmetics). (Multiple answers allowed) ” (n=40), 67.5% said “compliance with medical advertising guidelines,” 47.5% said “keyword selection,” and 45.0% said “ensuring information accuracy.”
[Image 8: https://prtimes.jp/i/131944/5/resize/d131944-5-4a11b19aaab1dbf8724d-7.jpg&s3=131944-5-6dc27a4e805c106140e8d4aedab3eba2-1200×800.jpg] Q9. Please tell us about the struggles you have with SEO marketing related to quasi-drugs (medicinal cosmetics). (Multiple answers) ・Compliance with medical advertising guidelines: 67.5%
・Keyword selection: 47.5%
・Ensuring accuracy of information: 45.0%
・Differentiation while being careful about exaggeration: 37.5% ・Improvement of content quality: 30.0%
・Others: 0.0%
・Nothing in particular: 2.5%
・Don’t know/can’t answer: 2.5%
summary
This time, we conducted a fact-finding survey on advertising of quasi-drugs (medicated cosmetics) targeting 100 managers, executives, marketing, and public relations staff of companies with experience in selling quasi-drugs (medicated cosmetics). did.
First, 52.0% felt that there were issues in the marketing,
advertising, and PR of quasi-drugs (cosmetics). We found that 37.0% of respondents place importance on “targeting by different people” (37.0%). In addition, 42.0% of respondents have experienced
advertising/PR related to quasi-drugs being dropped, and 53.0% have not taken sufficient measures. On the other hand, companies that have measures in place to deal with dropped listings have cited concrete measures such as “having an expert supervise” (51.1%) and “outsourcing to a medical advertising agency” (42.6%). It was mentioned.
Additionally, 40.0% of respondents said that although they are implementing SEO marketing related to quasi-drugs, approximately 70% are struggling with “complying with medical advertising guidelines.” This survey revealed issues and countermeasures in advertising and PR for quasi-drugs (medicated cosmetics). As regulations under the Pharmaceutical Affairs Law become stricter, each company is required to develop an appropriate advertising strategy. By reviewing the marketing of quasi-drugs, adhering to guidelines, and incorporating advice from experts, it may be possible to provide highly reliable advertising and maximize profits for companies.
▼Click here to download the report of this survey
https://www.rentracks.co.jp/affiliate/document/documentDetail.php?id=5 About Rentrax Co., Ltd.
Established in 2005. Listed on TSE Mothers in 2015. Transition to growth market in 2022.
We are developing our Internet business both domestically and overseas, focusing on the ASP (Affiliate Service Provider) business. Based on the philosophy of “providing appropriate information and providing convenience,” we work as one in the company with a sense of speed every day in an industry that changes rapidly.
We have overseas bases mainly in Southeast Asia, and will continue to actively develop new businesses both domestically and internationally. Company name: Rentrax Co., Ltd.
Established: December 2005
Representative: Daisuke Yamazaki, Representative Director and President Location: NEXTAGE Nishikasai 5F, 5-2-3 Nishikasai, Edogawa-ku, Tokyo Business details: Affiliate service provider business, Web consulting business, Internet media business, VLiver/VTuber planning, operation, and production business, etc.
URL: https://www.rentracks.co.jp/
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