Executive Summary Summary
generalize
Outline the goals T (business goals, marketing goals)
Analyze Market Situation
Analyze the marketing environment
Define the market
Refer to the architecture of BP micro analysis
Macro environment research
political and legal environment
policy changes
Medical Insurance Policy (Payment)
Price control policies (such as centralized purchasing)
Promulgation of medical laws and regulations
source zf website Medical Insurance Bureau, major media public accounts, National Health and Family Planning Commission website and public accounts
economic environment
The size and growth rate of national and per capita GDP in recent years
overall economic environment
source zf website, major website media public accounts
social culture
The development of social ideology, such as the change or improvement of people's health awareness
source website media official account
Science & Technology
Technology updates in industries and fields
source
Information on expos, trade fairs and trade fairs
A large amount of information on new pharmaceutical products, new technologies, new equipment, new materials, etc. can be collected through such meetings.
Websites, public accounts, media, etc.
natural environment
Environmental pollution, air quality, climate temperature difference changes, etc.
source website media official account
Demographic environment, etc.
Demographic characteristics, urban and rural population distribution, migration
source website news media official account
Competitive analysis research
Indirect competitor research
Technical advantages, financial advantages, marketing resource advantages, possible product development directions, possible market role positioning, etc.
Direct competitor research
company situation
Business scale and business areas
Marketing strategy, market role positioning
zf resources, public relations, etc.
Product status 4Ps
Product performance, brand
Distribution channel
Channel composition
Retail pharmacies, online B2B
Geographical distribution and arrangement of channels
Promotional tools
Staff promotion team size and setup
Major market activities (if known)
Others (such as initiating clinical research, expanding indications, etc.)
Quantitative analysis
Overall market size analysis
Sales volume, amount, trend
Data analysis of each competing product
Market channel access coverage
Data analysis of own products in a competitive environment
Product market size analysis
Market demand research
market demand
Under the conditions of certain market potential, the total market demand that can be achieved or realized through a certain level of marketing efforts across the industry
Market potential reflects the level of market demand under certain conditions
Market potential = number of specific buyers (for example, 5% of the city’s population with high blood pressure) * average purchase quantity of buyers * unit product price
Enterprise market potential = market potential * enterprise market share
Market demand changing trends
Source: Disease population proportion (latest epidemiological literature), "China Health Statistics Yearbook", etc.
Consumer psychology and motivation research
customer
patient
Analysis of patient types and characteristics
Occupation, income/consumption level
Geographic distribution of patients, urban and rural, local and out-of-town, within and outside the province
Segmentation frameworks such as population, geography, and lifestyle refer to the Fifth Street Market Segmentation Framework of Pharmaceutical Marketing.
HCP
Brand awareness/recognition survey
Prescription Adoption Proportion Survey (Third Party)
Research on consumer purchasing behavior and decision-making styles
Patient flow (patient journey)
To find patient needs and HCP needs to determine the leverage points that drive brand and business growth.
Corporate marketing mix research
Internal environment of the enterprise
Internal organization, other departments
source Internal secondary data collection within the company
Corporate business activity information
Historical and current data such as production, sales, inventory, customer information, etc.
financial report
Production cost, sales cost, price, profit, etc.
Past marketing research data
Pharmaceutical market-related information obtained from the company’s past marketing research
other information
Work summary, work report, various work records
Analysis of Enterprise Strengths and Weaknesses
Product research
Product general situation
Design packaging, branding
Product portfolio research
Product sales service research
Promotional research
Sales promotion research (promotion methods, tools, promotion costs, effects)
Public relations research (form, promotional effect)
Promotion research, appeals, media selection, personal promotion research (form, personal promotion cost, personal promotion effect)
price research
Pricing principles and methods for similar products
Price strategy for similar products
Price levels of major substitutes
Consumer reaction to price changes
Factors affecting product price
Research by channel
distribution channel structure
Strength of middlemen (warehousing/logistics distribution/service level/personnel quality of agents/dealers, wholesalers, retailers)
Brick and mortar pharmacy
Promotional research
Advertising: appeal, media selection, effectiveness
Personal promotion research (form, personal selling cost, personal selling effect)
Sales promotion research (promotion methods, tools, promotion costs, effects)
Public relations research (form, promotional effect)
Other microenvironmental factors
public
medium
News, Internet and other media
government
development planning, industrial policy
The general public (such as industry associations)
SWOT analysis
Market opportunity analysis
Market opportunity analysis matrix
Market opportunity demand size
Market opportunity development potential
(Can be used as a qualitative consideration)
Environmental Threat Analysis
SWOT analysis of key factors for success
Marketing Strategy SO, WO, ST, WT
Analyze Product Performance
Analyze product business development
Product data analysis
analysis object
absolute value
Number of product columns
Proportional value
Sales contribution proportion
Comparison object
Comparison of myself at different times
Comparison standard
time standard
Comparison of actions before and after (before and after promotion/revision)
specific standards
Comparison with planned values (metrics/estimates)
Compare with theoretical value
Analysis Dimensions
Product dimensions: category/brand/model
spatial dimension
Region (such as north, south, east and west)
City type (1, 2, 3, 4, 5 lines, etc.)
Business sector dimensions
other dimensions
Sales Representatives: Different Sales Teams
multi-dimensional operations
Drilling: Changing Dimension Hierarchy
Single dimension/granularity
Such as year/quarter/month/week/day
Drill down: Transform the dimensions of analysis
Different dimension indicators
Such as time dimension, product dimension
Such as regional dimension, provincial and city dimension
Rotation: Transform dimension order and orientation
Goal: To find SOB, GOB - sources of business, growth drivers
Set Strategic Objectives Set marketing goals
Mission statement determines the company's mission
Set specific company goals
business goal
Sales revenue sales volume target
Specific patient numbers reached specific patient numbers reached
marketing objectives
Market share goals/increase market share goals
Awareness of product and brand product/brand awareness/reputation
Expansion into new markets Entering new market areas, etc.
Plan business portfolio
According to the BCG matrix, two indicators, market growth rate and relative market share, are selected for analysis.
Set Market Strategy Select marketing strategy
target marketing strategy
(Product strategy & positioning strategy)
Divide market segments based on macro and micro market environment analysis
Analyze the size and characteristics of each market segment, and select the target market based on the advantages and disadvantages of the company and products, customer needs and brand awareness.
Select and determine product positioning
Marketing mix strategy (BCG)
Promotion strategy
4P: Product, Price, Place, Promit
Implementation Plan specific action plan
A brief description of the full-year plan, such as conferences, trainings, etc.
Target customer groups (various segments)
Set activity goals (response strategies)
Detailed description plan
step
Determine key points of activities
responsibility
Clarify the scope of responsibilities
Communication between cooperative departments
advertise
Whether to use advertising
Set Implementation Budget
Set a marketing budget
Variety sales quantity budget
Cost, revenue, profit analysis and forecasting
Set Evaluate Metrics
Implement and monitor activities
Determine key indicators for activities
sales feedback or satisfaction
Set up monitoring process
before execution
Write an overall process Gantt chart
Execution division of labor table
Division of labor and communication
Writing activity manual
Campaign key goals/indicators
Feedback on collected data during activities
Executing
Possible problems and solutions
Analyze the effects after execution
Communicate feedback to stakeholders
Post-event data analysis
(Effect feedback type)
Analysis indicators
absolute value
Number of participants, attendance
Number of terminals covered
Questionnaire questions and answers
Proportional value
Sales contribution proportion of covered area
Comparison standard
time standard
Comparison of actions before and after (before and after promotion)
specific standards
Comparison with planned values (metrics/estimates)
Analysis Dimensions
spatial dimension
City type (1, 2, 3, 4, 5 lines, etc.)
Business sector dimensions
Product dimensions: category/brand/model
other dimensions
Sales Representatives: Different Sales Teams
Reference for corporate external data collection
Government organization information
Published by relevant government departments at all levels, such as the "China Health Statistical Yearbook" published annually by the National Health and Family Planning Commission, the "China Health Statistical Yearbook" published annually by the provincial health commissions, etc.
Information on social organizations and industry organizations
Published by various social organizations and industry organizations, such as "China Medical and Health Care Development Report", "China Pharmaceutical Industry Development Report" etc.
Information provided by market research consulting agencies
Information provided by public publications
Relevant books and professional magazines are mostly the research results of others and have a large amount of information and high accuracy.
Information on fairs, trade fairs and trade fairs
A large amount of information on new pharmaceutical products, new technologies, new equipment, new materials, etc. can be collected through such meetings.
Information provided by online databases
Can collect international and domestic pharmaceutical market information
Bold design data analysis
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