Purpose of market research in the pharmaceutical distribution industry

Market research in the pharmaceutical distribution industry refers to the process of collecting, analyzing and processing data and information about the market by using scientific methods in order to understand and grasp the current situation and development trend of the market. The purpose of market research in the pharmaceutical distribution industry is mainly as follows:

Assess the market potential and opportunities in terms of market size, growth rate, regional distribution, segmentation, etc., to provide a basis for market development and expansion;

Identify the characteristics, changes and trends of market demand and provide guidance for the innovation and improvement of products and services;

Analyze the situation, intensity and strategy of market competition to provide reference for the formulation of competitive advantage and differentiation;

Understand the impact and restrictions of market policies, regulations, standards, risks, etc., and provide protection for compliance operations and risk prevention;

Explore market consumer characteristics, preferences, behavior, satisfaction and other aspects of information, to improve customer relationships and loyalty to provide support.

Market research methods for the pharmaceutical distribution industry

Market research methods in the pharmaceutical distribution industry are divided into two main categories: quantitative and qualitative surveys.

Quantitative survey refers to the design of standardized questionnaires, a certain number and scope of samples to investigate, collect quantifiable data, the use of statistical analysis methods, to obtain a representative and universal.Conclusionmethods of investigation. The advantage of quantitative survey is that it is objective, accurate and comparable, and is suitable for assessing market size, market share, market demand and so on. The disadvantages of quantitative investigation are high cost, long time, difficult to understand the market motivation, attitude, feelings and other aspects of the problem.

Qualitative survey refers to the investigation of a small but representative sample through open interviews, discussions, observations, etc., collecting data that is difficult to quantify, and using inductive analysis methods to arrive at a deep and connotativeConclusionmethods of investigation. The advantages of qualitative investigation are flexible, fast, and in-depth understanding of the background, causes, significance and other aspects of the market. The disadvantage of qualitative investigation is subjective, vague, difficult to promote, suitable for the analysis of market competition, market trends, market consumers and other aspects of the problem.

The choice of market research methods in the pharmaceutical distribution industry should be based on the purpose, content, object, resources and other factors of the market survey. Generally speaking, quantitative and qualitative surveys can complement each other and be used in combination to achieve the best survey results.

Market research steps in the pharmaceutical distribution industry

The market research steps of the pharmaceutical distribution industry generally include the following links:

Determine the objectives and scope of market research, clarify the problems to be solved and the information to be obtained, and define the objects and regions of the survey;

Design market research programs and tools, select appropriate survey methods and techniques, prepare questionnaires or guidelines, develop survey samples and timetables;

To implement the execution and monitoring of market surveys, organize and train investigators, assign and arrange survey tasks, collect and sort out survey data, and check and evaluate the quality of surveys;

Analyze the data and results of market research, use appropriate statistical analysis or inductive analysis methods, process and process the survey data, refine and summarize the survey results, and form a survey report;

application of market researchConclusionAnd recommendations, according to the contents of the survey report, the current situation and development of the market to judge and forecast, put forward the corresponding strategy and decision-making recommendations, for marketing and management to provide reference and basis.

Market research skills in the pharmaceutical distribution industry

The market research skills of the pharmaceutical circulation industry mainly include the following points:

Make full use of existing market information and data, such as industry reports, policy documents, statistical data, expert opinions, etc., as the basis and reference for market research, and avoid duplication and waste;

Flexible use of a variety of market research methods and techniques, such as questionnaires, interviews, focus groups, mysterious customers, field visits, etc., according to different survey purposes and content, choose the most appropriate survey methods to improve the effectiveness and efficiency of the survey;

Pay attention to the quality and effect of market research, such as ensuring the representativeness and randomness of the survey sample, controlling the survey error and deviation, adopting scientific data analysis methods, avoiding subjective judgment and inference, and improving the credibility and accuracy of the survey;

Pay attention to the practical application and value of market research, such as putting forward targeted and operable market strategies and suggestions according to the survey results, timely feedback and communication to decision makers and executives, and promote the transformation and landing of market research.

Market Research Cases of Pharmaceutical Circulation Industry

Shangpu Consulting Company is a well-known independent third-party research and investment and financing consulting organization in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting Company has rich market research experience and cases in the pharmaceutical circulation industry. The following are two typical cases:

Case 1: Providing market research and strategic planning services for a large pharmaceutical distribution company

The company is one of the leading pharmaceutical distribution companies in China, with multiple brands and channels, covering hospitals, pharmacies, chains, e-commerce and other market segments. The company hopes to understand its competitiveness and development space in various market segments through market research, and provide a basis for future strategic planning.

Champ Consulting provided the company with comprehensive market research services, including:

Through a questionnaire survey, the basic information of the pharmaceutical distribution market in all regions of the country was collected, such as market size, market structure, market growth rate, market demand, etc;

Through interviews and surveys, the information of the main competitors in each market segment is collected, such as competitive strategy, competitive advantage, competitive disadvantage, competitive dynamics, etc;

Through focus groups, the information of target customers in various market segments was collected, such as customer characteristics, customer preferences, customer satisfaction, customer loyalty, etc;

Through field visits, information on the policy environment, industry norms, and market risks of each market segment was collected.

An in-depth analysis of the data collected by Champ Consulting led to the followingConclusionand recommendations:

The enterprise has strong comprehensive strength in the pharmaceutical circulation market, but there are different advantages and disadvantages in different market segments. It needs to carry out differentiated strategic positioning and resource allocation according to the characteristics and needs of the market;

The company has a high market share and brand influence in the hospital market, but facing policy uncertainty and fierce competition, it needs to strengthen the cooperative relationship with the hospital, improve service quality and efficiency, increase value-added services, and enhance customer stickiness;

The company has a wide coverage and channel advantages in the pharmacy market, but facing the saturation of the market and the transfer of consumers, it needs to strengthen the management and training with pharmacies, improve the operation level and profitability of pharmacies, and increase the categories of pharmacies And services to enhance consumer experience;

The enterprise has strong brand awareness and scale effect in the chain market, but facing the differentiation of the market and the diversification of competition, it needs to strengthen the integration and coordination with the chain, improve the unity and flexibility of the chain, increase the innovation and differentiation of the chain, and enhance the market competitiveness;

The enterprise has high growth potential and market opportunities in the e-commerce market, but it is faced with the immature market and fierce competition. It needs to strengthen cooperation and investment with e-commerce, improve the technology and operation level of e-commerce, increase the brand and reputation of e-commerce, and increase the market share.

Champu Consulting has developed a detailed strategic plan for the enterprise, including:

In the pharmaceutical circulation market, with the concept of "all channels, all categories, and all services", create an "integrated, intelligent, and personalized" pharmaceutical circulation platform to achieve efficient, safe and convenient pharmaceutical circulation;

In the hospital market, with the principle of "cooperation, win-win and sharing", create a "professional, efficient and intimate" hospital supply chain service to achieve cost reduction, efficiency and quality improvement of the hospital;

In the drugstore market, we should create "standard, high-quality and diversified" drugstore operation services in the way of "management, training and support", so as to realize the income increase, expenditure reduction and value-added of drugstores;

In the chain market, with the strategy of "integration, collaboration and innovation", to create a "unified, flexible and differentiated" chain operation service, to achieve the scale, efficiency and competition of the chain;

In the e-commerce market, we should create e-commerce development services of "technology, operation and brand" by means of "cooperation, investment and expansion", so as to realize the rapid, stable and sustainable development of e-commerce.

The company expressed high recognition and satisfaction with the market research and strategic planning services of Shangpu Consulting Company, and stated that it will adjust and optimize the market in accordance with the plan of Shangpu Consulting Company to enhance its market competitiveness and development potential.

Case 2: Providing market research and brand building services for a medium-sized pharmaceutical distribution company

The company is a domestic medium-sized enterprise specializing in pharmaceutical circulation, mainly serving community medical institutions and individual pharmacies, with a certain market base and customer resources. The company hopes to understand its image and reputation in the market through market research, and provide a basis for brand building and promotion.

The company provides professional market research services, including:

Through the questionnaire survey, the information of the existing customers and potential customers of the enterprise is collected, such as the number of customers, customer distribution, customer type, customer demand, etc;

Through interviews and surveys, the company's customers' evaluations and feedbacks were collected, such as customer satisfaction, customer loyalty, customer recommend, and customer complaint rates;

Through the focus group, the cognition and expectation of the enterprise's customers are collected, such as the customer's impression, the customer's trust, the customer's demand for it, the customer's suggestion and so on;

Through the mysterious customer, the quality and effect of customer service of the enterprise are collected, such as the process of customer service, the attitude of customer service, the speed of customer service, the result of customer service, etc.

A systematic analysis of the data collected by Champ Consulting resulted in the followingConclusionand recommendations:

The company has a certain reputation and reputation in the market, but lacks a clear brand positioning and image. It needs to strengthen brand shaping and dissemination to enhance brand influence and value;

The evaluation and feedback of the company's customers are generally good, but there are some dissatisfaction and complaints. It is necessary to strengthen the management and maintenance of customers to improve customer satisfaction and loyalty;

The company's customers have more consistent perceptions and expectations, but there are some gaps and mismatches. It is necessary to strengthen customer communication and education to improve customer trust and stickiness;

The quality and effect of the enterprise's customer service is relatively stable and reliable, but there are some omissions and deficiencies. It is necessary to strengthen the training and supervision of customer service to improve the level and effect of customer service.

Champu Consulting has developed specific brand building programs for the company, including:

Determine the core value and vision of the brand, highlight the professionalism and social responsibility of the enterprise in the field of pharmaceutical circulation, and create a "professional, intimate and credible" brand image;

Design the logo and slogan of the brand, unify the visual and language style of the enterprise, improve the recognition and memory of the enterprise, and convey the brand concept of "medical service for the community and growth for individual pharmacies;

Formulate brand communication and promotion strategies, use a variety of media and channels, such as the Internet, newspapers, radio, television, outdoor, etc., to promote and promote the brand, expand the company's reputation and influence, and establish a "professional community medical partner" The brand reputation of the intimate growth partner of individual pharmacies;

Implement brand management and maintenance mechanisms, establish brand monitoring and evaluation systems, regularly collect and analyze brand-related data and information, such as brand awareness, brand identity, brand loyalty, etc., and discover and solve brand problems and risks in a timely manner, Continuously optimize and enhance the value and strength of the brand.

The company expressed full trust and support for the market research and brand building services of Shangpu Consulting Company, and stated that it will build and upgrade its brand in accordance with the plan of Shangpu Consulting Company to improve its market competitiveness and development potential.