Comment on including the pharmaceutical industry market research practitioners, the spirit of perseverance in our industry, and constantly practice the marketing management for China's national conditions and the theories and methods of marketing research for the Chinese theory of marketing management and the establishment of marketing research can not be made indelible contribution. pharmaceutical market research industry, the development process in China about 10 years time, as China's pharmaceutical market environment, gradually moving towards standardization, marketing, science has been recognized by many companies, how in the complicated market environment The company's products to stand out and a period of time in position, the scientific pharmaceutical marketing research will be beneficial to pharmaceutical companies marketing weapons, the so-called pharmaceutical marketing research, is to use scientific methods, to design a systematic collection and analysis For pharmaceutical marketing data and information to help drug companies and investment managers to solve marketing problems and other major decisions. as also research, research also lost. Market research and drug marketing has a symbiotic relationship, but also hear a lot of pharmaceutical products often complaints manager or marketing manager, market research is not useful, how market research can provide what drug marketing decision-making support, how pharmaceutical companies have more market research and marketing activities, market research and medicine together organically, marketing research applications and cases currently on the market badly needed medical aspects of marketing research combining theory and practice, and practical, and to a large number of cases to illustrate the theory of operation manual. It can help companies market research sector researchers and research system control theory research tools pharmaceutical companies and can guide marketing managers are familiar with and understand the specific problems encountered when the company what kind of market research to help businesses solve problems, to pharmaceutical marketing strategy combination for the line, the process of the pharmaceutical marketing research needs of the more important types. For example:
drug market opportunity assessment: whether it is self-development products or want to purchase another company product, when deciding whether to market the product when the need for new drugs is usually assessment of market opportunities, such as the current market size, market potential, compound annual growth rate, competitive conditions, the doctor or the patient the possibility of using drugs, and that several key decision factors, need to get the scientific market research, market opportunities, new drugs The concept of assessment, assessment of market opportunities for new drugs the steps of the method of assessment of market opportunities, new drugs have been in the book and so a systematic exposition.
market segmentation and target market research: market segmentation and target market research and medicine marketing research in the very important part, if there is no clear target market to invest a lot of money into product marketing, then, is bound to give a huge loss of business in recent years, such cases too numerous to mention marketing failure, while the advanced foreign pharmaceutical companies product marketing and management experience are also accepted and adopted by domestic enterprises, but, unlike other consumer goods, pharmaceuticals, and its target markets and market segments to be simpler, in some cases, companies may not need to be particularly complex target market research, such as antipsychotics, the target population is a psychiatrist, and schizophrenia, although the ultimate consumers of medication, but do not have the ability to self-purchase of medicines, so a decisive role in the purchase link afford to go, However, in some commonly used OTC drugs, target market research is still very important. Who is the product of the target customers? many product managers are very confused on this issue. And a well-designed market research can help solve this problem. Factor analysis and The combination of cluster analysis, consumer psychology and behavior can be described by the level of target customers, market segmentation to be effective. If calcium products, cold medicines, you should sell to whom, it is necessary pharmaceutical companies to be considered.
Drug advertising research: modern marketing mix, the pharmacy is not a pure marketing act, but the implementation of integrated marketing in a very important part, are responsible for brand communication, marketing communication with consumers, product penetration, and many other features, so the planning of drug ads must be built on the basis of thorough research, rigorous, scientific research in favor targeting advertising, advertising strategy and implementation of advertising media choices. Drug advertising research is the most frequently used drug ads broadcast the script before the test and broadcast advertising effectiveness assessment, provide useful inspiration.
market opportunities for both the assessment of new products or market segments, whether drugs or drug advertising pricing strategy of research, research objectives need not be separated from doctors and patients, which is a pharmaceutical market research distinguish it from other products, the most prominent place, after all, the work of doctors have special expertise, doctors working environment is different from our implementation of the interceptor in the street access. Therefore, the prescription behavior and patient studies, it is the East, one letter of the pharmaceutical market researchers and patients to doctors for many years of experience in implementation of the project summary, how to implement the medical group discussions, how to implement effective depth interviews with doctors in order to achieve customer expectations research purposes, this book will unreservedly years of research experience to share with readers, deserves to be a simple, practical and professional books.
No comments:
Post a Comment