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How the health services industry designs and tests new products and services through consumer research

2024-07-18 09:36:58 Source: Champu Consulting Visits:0

The health service industry refers to the industry that provides medical care, health care, health management, health education and other services, including hospitals, clinics, pharmacies, health care stores, fitness centers, elderly care institutions, health consultation platforms, etc. The health service industry is a fast-growing field. China's health service market will reach 1.6 trillion yuan in 2023 and is expected to reach 2.5 trillion yuan in 2027. As consumer demand and expectations for health continue to increase, health service providers need to continuously innovate and optimize their products and services to meet market changes and competition.

Consumer research is an important means of health service innovation. It can help health service providers understand consumers' health status, needs, preferences, behaviors and satisfaction, so as to design and test new products and services that are more in line with consumer needs. The purpose of consumer research is the following:

Identify and analyze consumer health issues and pain points to identify potential market needs and opportunities;

Evaluate and predict consumer acceptance, willingness to buy and ability to pay for new products and services;

Obtain and learn from consumers' evaluation and feedback on competitors' products and services, and discover their own advantages and disadvantages;

Collect and analyze consumers' suggestions and opinions, optimize and improve the function, quality, price, channel and marketing of products and services;

Establish and maintain communication and relationship with consumers to improve consumer loyalty and reputation.

There are many methods of consumer research, which can be divided into the following categories according to the source and type of data:

First-hand data: refers to the data collected directly from consumers, such as questionnaires, interviews, observations, experiments, etc. The advantages of first-hand data are more true, accurate and timely, but the disadvantages are higher cost, longer time and smaller sample size;

Second-hand data: refers to existing data obtained from other sources, such as industry reports, statistical data, network data, social media data, etc., the advantages of second-hand data are lower cost, shorter time, larger sample size, the disadvantage is may be incomplete, outdated or unreliable;

Qualitative data: refers to non-numerical data, such as consumers' views, feelings, attitudes, motivations, etc., the advantages of qualitative data are more in-depth, detailed and rich, the disadvantage is difficult to quantify, summarize and analyze;

Quantitative data: Index-valued data, such as consumer behavior, characteristics, satisfaction, preferences, etc. The advantage of quantitative data is that it is more objective, concise and clear, but the disadvantage is that it may ignore the consumer's personality and situation.

The steps of consumer research generally include the following stages:

Determine the research objectives: clarify the theme, scope, content and expected results of the research;

Design research plan: select appropriate research methods, tools, indicators and samples, and formulate the time, place, budget and personnel of the research;

Implement research activities: collect, record and organize consumer data and information according to the research plan;

Analysis of research data: the use of statistical, analytical and interpretation methods to extract valuable information and findings from the data;

Writing research report: systematically present and summarize the research process, results and suggestions in the form of text, charts, attachments, etc.

Conclusion

The health service industry is a field full of opportunities and challenges. Consumer research is an indispensable tool for health service providers. It can help health service providers better understand and meet consumer needs, thereby improving their competitiveness. And market share. Consumer research requires clear objectives, reasonable programs, effective activities, in-depth analysis and clear reports in order to achieve the desired results.

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