research in today’s dynamic chinese market
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Research in Today’s Dynamic Chinese Market
2
Agenda
1 Chinese Market Overview
2 China’s Pharmaceutical Market
3 Advertising & Market Research
4 China’s Pharma Market Research
3
China – A country goes back 6,000 Years ….
4
…& the Last 10 Years with drastic changes
5
China Basic Facts…
Area : 9.6 million sq.km
Capital : Beijing
Population : 1321.29 million
Family HH : 406 million
Average HH size : 3.01
Ave. Income : 15,781RMB (urban)
Per Capita 4,761RMB(rural)
Source: China Statistical Year Book 2008
China Now A Huge Consumer Market
Raw Materials & Consumer Goods
Source : Fortune Magazine
% of World’s Consumption
Chinese Consumer Ownership Aspirations
1970’s Bicycle, Sewing Machine, Radio
1980’s TV, Washer, Refrigerator
1990’s DVD Player , Motor Cycle, Mobile Phone
2000 … Apartments, Cars, Home PC’s, Luxury Goods
Explosive Economic Development
Booming Urban Middle Class Consumer Base
Real
Estate
Boom
“Bubble”
3rd Largest
Car
Market
2nd Largest
PC
Market
11% of
World’s
Luxury
Goods
Economic Growth & Consumerism Concentration
Eastern Seaboard & Main Urban Centers
Myth Of 1.3 Billion Consumers
30% “Middle Class” Consumers In Urban Centers : 350-400 M
5% “High End” Consumers : 60 M
Henan
Jilin
Shanxi
ShaanxiAnhui
Jiangxi
Qinghai
Guizhou
Liaoning
Hubei
Hunan
Guangxi
Sichuan
Yunnan
Tibet
Hainan
Xinjiang Uygur
Hebei
Heilongjiang
Inner Mongolia
GansuShandong
Jiangsu
Zhejiang
Fujian
Guangdong
Beijing
Tianjin
Shanghai
30% Of Population
In Urban Areas
350-400 Million
70% Of Population
In Rural Areas
900 Million
65%
Ad Spend
China economic growth records a
slow-down in 2008.
Area : 9.6 million sq.km
Capital : Beijing
Population : 1321.29 million
Family HH : 406 million
Average HH size : 3.01
Ave. Income : 15,781RMB (urban)
Per Capita 4,761RMB(rural)
Source: China Statistical Year Book 2008
The GDP growth rate declined from 11.4% in 2007 to 9% in 2008.
In the whole year of 2008, the export increases by 19% on a year-on-year basis,
which, actually drops by 8.6 percent in comparison with the same period last
year.
Foreign currency reserve USD 2000 billion+ till the end of 2008.
Per capita expenditure in urban area from RMB 4, 998 in 2000 to RMB 8,446 in 1-
3 quarters.
Per capita dispensable income in urban area from RMB 6,280 in 2000 to RMB
12400 in 2008,rising 14% .
10
CHINA Future GDP Growth
Source: 2008E from CIA factbook; 2025 from World Bank, NBS, Goldman Sachs, EIU
14.3
4.24.8
3.8
1.2 1.7
18.3
10.2
6.1
3.6 3.2
1.7
0
2
4
6
8
10
12
14
16
18
20
USA China Japan Germany India Brazil
CAGR 08–25
GDP / Capita
by 2025 (KUSD)
Total GDP
in $US Trillion
0%5.6%(0.3)%1.3%5.1%1.4%
52.5 7.1 50.8 44.7 2.3 7.8
2008E 2025
How Confident Are Chinese Consumers
2006 H1
No change
2007 H1
+1%
2007 H2
-8%
2008 H1
-3%
2008 H2
+1%
Stable Consumer Confidence Index in China
While other countries’ consumers may be struggling to keep their heads above water,
more than 72% of Chinese consumers -living in one of the fastest growing economies in
the world-are optimistic that their country is not currently in a recession - nearly twice
that of the global average(37%).
Source : 2008 Nielsen Media Special Report
China Consumer Confidence Index
12
On the Road to Be a Giant…
Private Consumption (US$ billion)
330
340
350
420
650
700
900
1,500
2,900
5,000
1995 2005 2015E
500
600
650
1,000
1,000
1,200
1,400
1,700
2,600
8,700
Rank
1
2
3
4
5
6
7
8
9
10
CAGR
95–05
Percent
6
-1
1
3
7
5
5
6
11
6
CAGR
05–15
Percent
5
7
4
6
5
5
14
6
6
3
US
Japan
Germany
France
UK
Italy
Brazil
Spain
China
Canada
US
Japan
Germany
UK
France
Italy
China
Spain
Canada
Mexico
US
Japan
China
Germany
UK
France
Italy
India
Spain
Russia1,100
1,200
1,300
1,700
2,000
2,400
2,500
3,700
5,000
14,000
Source: Global insights; EIU
13
Male Female
Population, Thousands
Source: McKinsey
Growth of Aging Population
14
Aging and Evolving Life Style Are Shifting Disease Profiles
Towards That of Western Diseases
From 2004 to 2024:
• The number of people over 60 years of age increase by 106%
• The number of people under 15 years of age reduce by 40%
231,762
225,878
342,587
324,936
159,136
174,531
168,395
317,913
418,322
230,556
139,241
118,054
290,028
427,331
328,385
0 100,000 200,000 300,000 400,000 500,000
0–14
15–24
25–39
40–59
60+
2004 2014 2024
Ag
e G
rou
p
Persons ‘000s
The ageing of the population alone is predicted to produce a 200% increase in deaths from cardiovascular disease in China between the years 2000 and 2040
Typically, those over 40 spend 3–4 times more on healthcare than those under 40 years, which means the healthcare demand will dramatically increase
Source: Asian Demographics, Healthcare 2006
15
Increasing Prevalence of Chronic Disease Raise Tremendous
Healthcare Needs
Causes of Chronic Diseases
13.1
7.1
4.1
2.3
8.1
3.21.9
0.7
0
5
10
15
20
Large City Middle-sized
City
Wealthy Rual
Villages
Poor Rural
Villages
Pro
po
rtio
n (
%)
Overweight Obese
Percentages of children aged 7–17 years who were overweight and obese in China, 2002
Underlying Socioeconomic, Cultural Political and Environmental Determinants
Globalization
Urbanization
Population Aging
Common Modifiable Risk Factors
Unhealthy diet
Physical inactivity
Tobacco use
Non-modifiable risk factors
Age
Heredity
Intermediate Risk Factors
Raised blood pressure
Raised blood glucose
Abnormal blood lipids
Overweight / obesity
Main Chronic Diseases
Heart disease
Stroke
Cancer
Chronic respiratory diseases
Diabetes
16
13,03015,703
17,637
22,167
28,090
34,916
42,982
52,438
63,187
75,319
28.6
20.5
12.3
25.626.7
24.323.1
2220.5
19.2
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
2004 2005 2006 2007 2008 2009E 2010E 2011E 2012E 2013E
0
5
10
15
20
25
30
35
40
45
50
The Pharma market kept fast growth in 2008 and will keep
around 21.2% growth rate in the next five years
Trend of China Hospital Market at Ex-
Manufacturer price
Source: IMS CHPA, IMS Prognosis Mar. 09, update,Note: Exchange rate=6.834, market defined as hospital sector at hospital
purchase price
(2007Q3MAT Growth rate=22%)
Anti-corruption campaign
04~08 CAGR 21.2%
09~13 CAGR 21.2%
17
Under-investment and inequitable distribution of resources in China's fragmented, hospital-led
healthcare system have contributed to wide disparities in healthcare provision between eastern and
western, urban and rural and among income groups.
Under-developed health insurance
system with limited coverage
Covered ~40% Urban, ~ 80% rural
(under-funded and only basic care)
Government offers insurance
coverage mostly for urban
employed
A major priority for the government
is to broaden insurance coverage
80% of hospitals (19,852 in 2007)
are state-owned with low
efficiency, heavy reliance on drug
profit
~80% drugs are sold in the
hospital channel, retail market
growth faster than hospital one
and is driven by increasing of
Pharmacies (~320,000 in 2007)
and heavy investment from MNC
and local companies
Distribution industry fragmented
(>7000 wholesalers in the market,
Top 3 takes only 19% MS)
The supply chain is also
fragmented as distributors
continue to operate along regional
lines.
Involving three tiers of
distributors, manufacturers work
with hundreds of distributors to
cover significant geographical
spread
Multiple government agencies (>12 ministries or agencies) involved in policy setting and
with little co-ordination, different interests leading to slow decision making as seeing in
the healthcare reform efforts
Payer Provider Supplier
Government
Urbanization, rising wealth and increasing health awareness drive growth of fundamental healthcare demand
Health care spending differs greatly by region and city tiers
Aging and evolving life style are shifting the disease profiles toward that of developed countries
Patients
18
China health care spending has grown faster than GDP
Likely to reach 6-7% of GDP by 2015
3
6
9
12
15
0 10 20 30 40 50
Source: China Statistical Yearbooks
1. Economy
Part of Economic incentive program to drive
domestic consumption requirement
Sustained rapid GDP growth led to increasingly
higher affluence, living standards, education levels,
HC-awareness
Increasing availability of higher quality, high priced
drugs
HC % of GDP
GDP/CAP ($K)
China
2004
Poland
Hungary
Mexico
Korea
Greece
Spain
Taiwan
Germany
CanadaFranc
eItaly
JapanUK
SingaporeHK
US
Switzerland
High growth path
Low growth
path
China 2015
Key
drivers
Healthcare spending grown faster than GDP
Healthcare estimated to reach 6-7% GDP by
2015
2. Demographics
Population growing and aging
Changes in lifestyle with affluence
3. HC financing
Improving social security system
Medical service are priced low in
China
Hospitals need to finance
themselves
13%
10%
14%15%14%
15%14%
15%
10%11%11%
10%
9%8%
10%
8% 8%
10%
0%
4%
8%
12%
16%
1999
2000
2001
2002
2003
2004
2005
2006
2007
HC spend
as % of
GDP
4.9% 5.1% 5.2% 5.4% 5.6% 5.6%
GDP growth
HC spend growth
4.7% 4.7% 4.5%
Heath
care
expense
control
19
21%12%
6%7%
3%
42%40%
34%
7%
7%
9%
20%25%
42%
51%
25%
16%
28%
2%
4%
# of Hospitals # of Drs Yearly patient vistis Drug Usage
Level III Grade A
Level III Grade B&C
Level II
Level I
No level
Total: 1,049,946 1,637m 27.8 USD bn18,899
Source: MOPH 2007 hospital and doctor database; Exchange rate:6.834
* Including assistant doctor
Potential distribution by hospital levels (2007)
Currently the major market potential is concentrated in big
hospitals
Hospital Levels
High
Low
20
Accelerate improving health care accessibility, efficiency and
quality are the key objectives of China Health Care reform
Accelerate expansion
of Basic
reimbursement
coverage
Reimbursement coverage (Urban Residence,
employee BMI and Rural co-operative ) >90% before
2012
Per capita government subside increase to 120 RMB
per year, and rise individual premium contribution
Rise reimbursement percentage and maximum payout
limits
Top 5 Focus areas Key initiatives Impact to Market
Significant improving of health
care accessibility need more
geographic coverage
Pricing would be a big
challenge to overcome
Establish National
essential drug
system
Drug in the list will be supplied by government
All essential drugs will be included in the national
drug reimbursement list for basic medical insurance
programs
The listed product will be
widen penetration, but also
face price cut.
Optimize primary
health care service
system
Infrastructure building will be strengthened for county
central hospitals (including TCM ), township health
centers, village clinics in remote areas
Urban community healthcare service centers
Community hospital and
county central hospital play
more and more important
roles in drug deliver system
Improve access to
basic public health
services
Increase investment in public health
Setup national wise residents health records
Promote TCM in prevention and clinical usage
Leverage TCM opportunity
Disease management
program cooperate with
government
Promote public
hospital reform
Separation of dispensing from prescribing
Pharmacy split from hospital
Encouraging private hospitals
Hospital tendering
More complex challenge lie
in hospital listing, prescription
management etc.
And by 2011, the Chinese pharmaceutical market will be the 6th largest in
the world.
1. USA
2. Japan
3. France
4. Germany
5. Italy
6. UK
7. Spain
8. Canada
9. China
10. Brazil
11. Mexico
12. S.Korea
Top 12 pharmaceutical markets, 2006 Top 12 pharmaceutical markets, 2011
Source: IMS Market Prognosis 2008
Estimated China Pharma Market Size for Ethical and OTC Drug at ex-factory level excluding TCM (US$ Billions)
1. USA
2. Japan
3. Germany
4. France
5. UK
6. China
7. Italy
8. Canada
9. Spain
10. Brazil
11. Mexico
12. S.Korea
22
Agenda
1 Chinese Market Overview
2 China’s Pharmaceutical Market
3 Advertising & Market Research
4 China’s Pharma Market Research
Internet Explosion,
Information, Chatting, & Downloading
4.
Channel
Proliferation
Internet Users
F20-45 PMI 3000+
Information 57%
Reading Articles 52%
Email 42%
Chat 32%
Playing Games 22%
Download Software 19%
Download Movies / MP3 13%
Shopping 10%
Source : Internet World Stats, CNNIC, CMMS
32 m
35 m
39 m
46 m
67 m
94 m
201 m
0 100 200
USA
China
Japan
Germany
India
UK
Korea
Internet Users Millions
68% Penetration
7%
53%
56%
4%
59%
63%
China 123 Million Netizens
123m
Digital Media Type
In-house LCD Media
Office Net
Hotel Net
Hospital Net
Club and Restaurant
(entertaining and leisure lifestyle)
Apartment Building
Supermarket Net
Public Transportation LCD Media
Bus LCD
Metro LCD
Taxi LCD
In-flight LCD /Airport LCD
Out of Home
27
0
100
200
300
400
500
600
Y02 Y03 Y04 Y05 Y06 Y07 Y08
MG
NP
TV
Advertising Expenditure – Robust Growth
RMB 198.8billion
RMB 261.4billion
RMB 139.5 billion
+43%
+32% RMB 315.7billion
+21%
RMB Billion
RMB 386.7billion
+22% RMB 520.4billion
+35%
Source : Nielsen Media Research – AdQuest Millennium
28
Advertising Expenditure – Top 10 Industries 2008
RMB billion
+53%
+5%
+22%
+31%
+23%
+34%
+54%
+14%
+3%
% increase
vs. 07
+26%
0 20 40 60 80 100
TELECOMMUNICATION
PROPERTY
MISCELLANEOUS
AUTOMOTIVES
RETAIL & SERVICE
FOODSTUFFS
BUSINESS/INDUSTRIAL/AGRICULTURE
BEVERAGES
TOILETRIES
PHARMACEUTICALS & HEALTH
PRODUCT
Source : Nielsen Media Research – AdQuest Millennium
29
AP market research market growth exceed western countries
Source: ESOMAR Global Market Research report 2008
30
China, Indian and Rejuvenated tiger economies of southeast of
Asia drive the growth of the region
Skilled professionals are moving within the
region with Indians relocating to other
parts of Asia and Mandarin speakers from
Malaysia and Singapore moving to China
Source: ESOMAR Global Market Research report 2008
31
China ranks 9th globally in 2007; TNS predicts China's Market Research
industry to overtake Japan around 2012 to become the fifth largest globally
Global Top 10 Market Research Market 2007
8726
2771 2659 2644
1518
858 768 730 712 623
6%
17%
21%19%
5%
22%
17%
26%
22%
17%
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
USA UK Germany France Japan Italy Canada Spain China Australia
Mio
US
D
0%
5%
10%
15%
20%
25%
30%
07 Market Size Growth
Source: ESOMAR Global Market Research report 2008
32
China ranks 8th globally, in terms of market spend in market research. Money spent
with market research agencies in China has doubled in the last 5 years.
China MR market Turnover 03-07
306
371
475
583
712
21%
28%
23%22%
0
100
200
300
400
500
600
700
800
2003 2004 2005 2006 2007
Mio
US
D
0%
5%
10%
15%
20%
25%
30%
China MR turnover
Growth
Source: ESOMAR Global Market Research report 2008
0%
20%
40%
60%
80%
FMCG Durable Auto Telcom Finace Healthcare IT Advertising Industry Retail
Top 10 Industry of MR
Source: China MR Association
China Overall Market - MR Agency Revenue
34
China is the fast-emerging market
35
MR turnover in 2007 (US $m)
Ad spend in
2007 (US $m)
Population
Per 2007
MR spend per capita
(US$m)
Ad spend per capita (US$m)
MR as % of ad
spend
Australia 623 10,664 20,983,085 29.69 508.24 5.8%
China * 712 48518 1,321,052,495 0.54 36.73 1.5%
France 2,644 14,595 61,676,296 42.87 236.64 18.1%
Germany 2,659 24,306 82,200,004 32.35 295.69 10.9%
Hong Kong *
92 6,311 6,971,685 13.24 905.23 1.5%
India * 151 3,583 1,123,966,698 0.13 3.19 4.2%
Japan 1,518 38,529 127,761,250 11.88 301.57 3.9%
USA 8,726 163,260 301,967,085 28.90 540.65 5.3%
China’s Market Research Market is still underdeveloped
* Source: Advertising spend 2006,Nielsen Media Research
36 36
Top Primary Research Companies
Top Primary Research Companies
Company Name
Industries Served
ACNielsen China
Consumer Packaged Goods, Financial Services, Government & Social, Media, Online, Retailing, Telecommunications, Travel & Tourism
Research International China
pharmaceutical, Biotechnology, Educational institutions, Research & Development Companies, Contract Research Organisations
Sino Market
Research Ltd
IT Industry, Telecommunications, Home Electronics , Fast moving consumer goods, Automobile industry
China
International
Economic
Consultants Co ,
Ltd
power generation and distribution, machine building, auto making, chemical, pharmaceutical, home appliances, food, IT, real estates, banking and retail
ACNielsen China
•Though the AcNielsen Group does cater to the
pharmaceuticals industry globally, but not in China specifically
Research International China
•South China market research firm International (RI China) is
the world's largest specialized market research company
Research International Group (RI) branch in China.
Sino Market Research Ltd
•Sino-MR is a Leading market research & information agency
in China.
•Biggest Telecommunication research agency in China
•Sino-MR is specialized in Retail audits, Consumer research,
Market segmentation, Brand surveys and Product testing in
China.
•China International Economic Consultants Co , Ltd
•Is a wholly-owned subsidiary of its parent company-China
International Trust and Investment Corporation (CITIC)
•At present, CIEC employs more than 300 consultants.
Source : SmartAnalyst
China’s MR market ….
China market research market was approximately US$700 million. Money spent with market research agencies in China has doubled in the last 5 years.
It is predicted that China's Market Research industry to overtake Japan around 2012 to become the fifth largest globally
Over the past three or four years, the volume of market research generated by Chinese companies has been growing much faster than the multinational spend. China’s leading market research agencies are finding that the volume of business they receive from Chinese companies is approaching 50% of turnover.
China primary market research market is estimated around US$ 700, Pharma PMR takes less around 5-6%
Pharmaceutical primary market research is estimated around 35m in terms of spending and 75% spend come from multinational companies.
38
Agenda
1 Chinese Market Overview
2 China’s Pharmaceutical Market
3 Advertising & Market Research
4 China’s Pharma Market Research
39
Big MNC pharma dominate the market and become stronger
Top 20 Corporations in China Hospital Market, 2008
Source: IMS CHPA
Rank
Corporation
Sales value Share Growth EV
2005 2006 2007 2008 US$ m % %
Total China 28,090.1 100.00 26.7 100.0
4 4 2 1 BSP GROUP 533.3 1.90 30.94 103.34
3 2 1 2 ASTRAZENECA GROUP 528.2 1.88 27.86 100.91
2 3 3 3 PFIZER GROUP 521.1 1.86 30.06 102.65
14 8 6 4 SANOFI-AVENTIS GP. 450.0 1.60 29.05 101.85
1 1 4 5 JS.YANGZIJIANG FTY 445.3 1.59 23.37 97.37
5 5 5 6 ROCHE GROUP 385.3 1.37 7.18 84.59
9 6 7 7 JS.L.Y.G. HENGRUI 379.6 1.35 31.31 103.63
11 12 10 8 SHANDONG QILU FTY 372.9 1.33 35.88 107.24
8 9 9 9 HLJ.HAERBIN PHARM. 348.6 1.24 22.80 96.92
6 7 8 10 NOVARTIS GROUP 333.5 1.19 16.86 92.23
34 24 15 11 KE LUN GROUP 317.4 1.13 55.96 123.09
10 10 11 12 GLAXOSMITHKL GROUP 281.2 1.00 18.00 93.13
15 15 13 13 M.S.D. GROUP 280.1 1.00 23.20 97.24
16 13 12 14 SH.ASIA PIONEER PH 261.7 0.93 12.69 88.94
26 18 16 15 NOVO NORDISK GROUP 261.1 0.93 30.69 103.14
28 23 24 16 SHANDONG RUIYANG 243.4 0.87 42.58 112.52
33 25 17 17 GENERTEC GROUP 237.4 0.85 21.82 96.14
49 37 25 18 SHANDONG LUOXIN PH 234.7 0.84 41.56 111.72
7 11 14 19 ZHUHAI LIZHU GROUP 232.3 0.83 11.64 88.11
22 21 22 20 SHUANGHE GROUP 225.4 0.80 21.88 96.19
85 71 63 77 WYETH GROUP 76.1 0.27 10.16 86.94
40
Competitive Environment of Pharma Market Research
Treat of new entrants
Traditional FMCG agency enter
the Pharma &health care MR
market
Client bargaining power
High due to centralized souring
policies and client consolidation
More and more talent jump from
market research agency to
customer side
Supplier Bargaining power
With a highly competitive and a
fragmented supplier base (field
work)
Threat of substitution
Available electronic physician
prescription and patients record
data
Intra-sector competition
High turnover rate >30%, and
talent war exits among the
agencies
M&A with foreign partner to
improve the competiveness
41
Common Pharma research be conducted in China
1 yrs
before launch
2 yrs
before launchLaunch In market
Compound
Customer
Consumer
Competitor
Market Understanding
Profiling
ATU Baseline
Unmet needs and
MKT driver
Concept test Positioning
Message, story flow
Price & Conjoint
Demand & forecasting
Promotional tools
Market Understanding
Disconnects between
patients and physicians
Patients Flow
Unmet needs
Insight Mining
Segmentation
KOL Mapping
ATU pre-launch
Insight Mining
Affordability
Segmentation
Promotional tools
Perception Map
Attributes
Benchmark
Source of business
ATU post-launch
Launch Optimization
Detail aid response test
Brand Mapping
Brand Switch
FF effectiveness
Competitor
promotion
U&A
Customer satisfactory
Message Tracking
Brand Switch
FF effectiveness
Competitive benchmarking
Patients Flow
Direct-to-consumer ad
testing
Market opportunity
Message/Promotion
refinement
New indication
development
Lifecycle management
Brand Personality
DTC tracking
42
Standard Working process in a typical China Pharmaceutical
company
Market research Question
Project design & Execution
Results lead to strategy
Brand Team
Market
Research
What is the real business issues ?
What decision should I make ?
What is my priority?
What is my research assumptions?
When is the best time to do the market research?
Can second hand data answer part of the questions?
Which vendor best understand the research objective?
Are everything I need included in the questionnaire?
Do the research result support my assumption?
What market opportunity should I pursue based on the result?
Do we need to adjust our strategy based on the result?
Which vendor is appropriate for this project?
What kind of method should we take?
For the interviewer: Who, where, how many
Is the sampling representative enough?
Is the result reflect the true market situation?
In what kind of context should we use the result?
Strategic Alignment
43
Market Research Check list to be answered before
launch
Shape the Brand Shape the marketShape the Company
Current & future Market : structure/ size/growth trends (volume & value).
Physician segmentation & targeting
Treatment & Rx Dynamics
KOL mapping
Patient flow & Patients segmentation
Competitive landscape / CI
Marketplace Analysis
SWOT/Key Issues & Opportunities
Source of business
Physician perception
Positioning, key messages, CPP
Forecast/Objectives: Sales/Expenses/ Market Share/SOV
Brand strategy
Targeting:City, hospital, physician
Field Force size and structure
Organization
Pre and Post Launch KPIs monitoring
ATU tracking
Message recall
FF/ activity effectiveness
Performance Management
44
Market Research Timeline Before Launch
+6 m.-3 m.-6 m.-9 m.
Standardized Detail Aid & promotional material Testing
Launch
Patient Flow
incl. Patient Journey
ATU Tracking – Wave 2
-12m.
ATU Tracking – Base line
Concept testing and position Validation
Physician & Patients Segmentation
Message and Story flow testing
Market Understanding
Message recall and FF effectiveness
Key trends in China’s pharmaceutical market research
More spending on the mature inline products
More consolidating of brand KPI tracking on a single platform
Increasing frequency of brand tracking
More interests in patient studies
More interests in researching the low tier/community hospitals
More studies gear to measure the results for management control (i.e. sales effectiveness monitoring)
The measurement goes to more granular and detailed
SUMMARY
China’s market landscape by its size and nature is arguably the most dynamic in the world
Fragmented markets within the big market, making market entry and access more complex
Consumers becoming more sophisticated and exposed to global influence
Major healthcare reform will likely to push for more growth in Pharma industry
More research needs seen with continued market growth and evolving market landscape
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