The big health industry has gradually emerged in the United States and other developed countries in the last two or three decades, and now it accounts for more than 10% of GDP in developed countries. However, in China, the development is less than 10 years, accounting for less than 5%, and it is still in its infancy, with great potential in the future. According to the statistics of Prospective Industry Research Institute, in 20 16, the scale of China's big health industry has reached 3 trillion, and it is estimated that the total scale will exceed 8 trillion by 2020, with amazing potential.
At present, pharmaceutical companies that have successfully transformed their big health strategy generally have four characteristics. First of all, preliminary research is essential; Second, sufficient cash flow support to prepare for a protracted war; Third, product development and positioning should be focused and the potential market should be large; Fourth, have a strong marketing team.
According to the above characteristics, pharmaceutical companies must pay attention to the above points if they want to set foot in the big health industry in the future.
First of all, fund preparation. Enterprises need to combine their own strength to judge whether to transform. If the financial strength does not allow, you can consider temporarily not entering, or obtaining funds through various financing channels. What needs to be reminded is that the grand health strategy is a long-term process, and in the face of fierce competition, a lot of marketing expenses may be generated, so enterprises must be conscious and make preparations in advance.
Second, the timing of transformation. The timing of transformation cannot be simply determined by speed or slowness, because it is not advisable to blindly invest in the good prospects of the industry or to rest on its laurels because there are not many successful cases. The timing of transformation should be determined by product positioning. Enterprises must first find a product with success factors, product development should be fast and marketing should be slow.
Thirdly, product selection should be cautious, and "new concept products" of nutrition and health care are the first choice.
Finally, marketing should work hard to ensure distribution channels and e-commerce distribution, attach importance to advertising and hype, and focus on direct sales. (Source: Prospective Network)