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北京同仁堂六味地黄丸借势世界杯开启体育跨界 经典古方赋能年轻化新传播_我的网站

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As physicians who care for children and families, our mission is to keep our patients healthy and help them thrive.
With many students heading back to school soon (and some having already started classes), we know all too well what it’s like for families to navigate this changing season – and importantly, to try to stay healthy. Along with the excitement and energy that each new school year brings, this is also a time of exposure to all the viruses that we typically see during the colder months. This year, that includes colds, the flu, respiratory syncytial virus (or RSV) and COVID-19.
As families prepare for the year ahead, it’s important that children’s immune systems are also prepared to detect and resist viruses so that they can stay healthy and thrive. Just like how software updates to your phone or computer keep things in working order, vaccines help your body’s immune system work better. We also know that when everyone can access recommended immunizations on time, it stops preventable diseases from spreading through our communities.
Vaccines are one of the greatest medical advances in history. Thanks to widespread immunization, we have eradicated or controlled many diseases that once caused pain, suffering and even death for countless children – from smallpox and polio to tetanus and measles. Plus, when children stay healthy and free of such debilitating diseases, they can succeed by staying in school and safely participating in activities like sports and other after-school programs. This continuity helps improve children’s social and emotional development and their entire quality of life.
Unfortunately, parents must currently try to find guidance about their child’s health in a sea of mis- and disinformation. In the age of social media, misinformation about many topics is rampant, and vaccines are no exception. We encourage everyone to seek information from a trusted source, like their family physician or pediatrician – the same way that we work together with parents to offer guidance on other important topics like healthy nutrition, injury prevention and so much more.
At that same time, we do need better ways to talk about vaccines, along with ways to help parents identify accurate sources of information that they can trust. We must also ensure that vaccines are widely available, easy to find and affordable to everyone.
Right now, the U.S. is lagging behind. In 2022, only 45.9% of children received a flu shot, down from 53.1% in 2019, according to data from the Centers for Disease Control and Prevention. This is compounded by research that showed a two-year decline in children receiving routine vaccinations during the COVID-19 pandemic.
Also concerning is CDC research showing that 8% of children had not had a well-child checkup within the last year – and that 6% didn’t have a doctor’s visit at all. A recent UNICEF report also shows 67 million children across the world missed out on one or more vaccinations over the last three years. These children are missing opportunities for immunizations as well as vital guidance on mental health, nutrition and other areas of child health and development.
These statistics are even more reason for parents, physicians and policymakers to ramp up vaccine education and ensure that children and their families can access vaccines and other routine medical care.
As physicians who care for families and who watch children grow up over many years, pediatricians and family physicians are well-positioned to help patients and their parents navigate challenges in getting vaccines. In addition to helping overcome barriers like lack of insurance or transportation, we can also serve as sources of accurate information. We can be a backstop against the rampant misinformation parents encounter in social media and a sounding board for their questions.
But physicians cannot do this alone. Policymakers must recognize the need to help families who qualify stay enrolled in Medicaid and to protect programs like the Children’s Health Insurance Program, which offers coverage for those who might not be eligible for Medicaid. We must expand the number of hospitals and clinicians who participate in the federally funded Vaccines for Children program, which today offers vaccines to nearly half the nation’s children. This program is critical because it helps ensure vaccine and health equity. And we must also ensure that physicians have the support they need to continue physically storing, administering and counseling families on vaccines.
In the end, we all share a collective responsibility to safeguard the health of our nation’s children and the health of the public. As your doctors, we know that we are all healthier when everyone is vaccinated.

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绿茵赛事点燃全民热情,体育营销成为国货老字号破圈的重要赛道。伴随着世界杯赛事火热进行,北京同仁堂顺势推出六味地黄丸主题营销传播,紧扣球迷熬夜观赛的生活场景,把传统中医药养生文化与全民体育热潮有机结合。为抢抓全民体育热点、创新国货品牌年轻化表达,北京同仁堂六味地黄丸联动搜狐体育,开启世界杯全域体育跨界营销。本次合作覆盖赛事内容与品牌曝光双赛道,深度绑定世界杯核心流量,落地赛事开屏硬广、焦点图新闻、每日球星栏目、每日赛事战报、AITV互动花字等多元传播形式,以“真材实料,为热爱撑腰”为传播主张,通过温情健康关怀陪伴广大球迷科学观赛、轻松追赛。

三 | 同时,品牌联动搜狐职场市集场景,实现体育破圈与职场深耕的双线内容布局,让传统中医药养生理念融入年轻人群的观赛与日常职场生活,完成体育热点与国民健康消费的双向赋能。紧扣赛事场景,锚定大众养生新需求世界杯赛事赛程密集、时差跨度较大,熬夜观赛、作息不规律成为球迷常态,长期高强度追赛容易带来身体消耗与状态疲惫,大众对轻量化、日常化的养生调养需求显著提升。立足全民观赛生活场景,北京同仁堂六味地黄丸以经典古方品质为依托,遵循成熟配伍理念、甄选道地药材、恪守古法炮制工艺,为作息紊乱、身心劳累的观赛人群提供温和、日常的调养选择。品牌跳出传统药品传播语境,以场景化关怀贴合球迷真实生活痛点,让养生适配观赛节奏,实现热度场景与国民需求的精准匹配。创新跨界玩法,打破老字号传播边界区别于传统国货单一传播模式,本次世界杯跨界营销采用赛事流量破圈与职场场景深耕的双轨创新打法。线上依托搜狐世界杯全域资源,通过硬广曝光、赛事栏目植入、互动视觉包装等年轻化内容形式,弱化传统品牌刻板印象,以轻量化、氛围感、陪伴式的内容沟通年轻用户,让中医药养生文化融入全民体育热潮。

四 | 线下联动搜狐职场市集,聚焦当代职场人群长期高压、作息紊乱的普遍状态,将赛事养生场景延伸至日常职场养生场景。通过体育IP+职场场景的双向跨界,有效拓宽老字号传播半径,实现从“传统国药”到“国民日常养生品牌”的认知升级。传承匠心文化,打造国货品牌长期发展路径短期借势热点,长期沉淀品牌。本次体育跨界不仅是一次热点营销破圈,更是北京同仁堂中医药文化大众化、年轻化传播的重要实践。

五 | 六味地黄丸始终延续品牌百年匠心标准,以稳定品质、严苛工艺筑牢国货口碑根基。品牌持续跳出固有传播圈层,以全民体育、大众职场等年轻化场景为载体,持续输出温和、科学、生活化的养生理念。本次世界杯体育跨界营销,是场景创新、内容创新与品牌文化的深度融合。北京同仁堂六味地黄丸以体育热点连接大众生活,用匠心品质传递品牌温度,在温情陪伴中实现老字号破圈生长,让传统国药文化在新时代潮流中持续焕发新生。

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Published on:21:37:22


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