Drugs Market Research Report Format
The format of a market research report generally consists of several parts: title, table of contents, overview, body, conclusions and recommendations, and annexes. The following is the format of a market research report on pharmaceuticals.
(a) the title of the market research report
The title is the title of the market research report, there are generally two forms of composition:
The title of the market research report - the official title, that is, by the object of the research and the content, The name of the type of document, for example, "on the province's rural clothing sales in 2002, the research report. It is worth noting that, in practice, market research reports are often simplified as "research", can also be;
Market research report title - article title, that is, with a generalized form of language to directly address the content or theme of the research, such as "the province's potential purchasing power trends of urban residents", "the province's potential purchasing power trends of urban residents", "the province's potential purchasing power trends of urban residents". The potential purchasing power trends of urban residents. In practice, the title of this type of market research report more than the use of dual-title (main and sub-title) structure, more compelling, attractive. For example, the competition today, hope in tomorrow - the national washing machine user questionnaire research and analysis report "," where the market - Tianjin region, the three peaks of light bus user research ".
(B) the introduction of the market research report
Introduction, also known as the introduction, is the body of the market research report, the front part of the body, to write a concise, concise summary. Generally, it should explain the purpose of the research, time, place, object and scope, methodology and researchers related to their own situation, but also summarize the basic ideas or conclusions of the market research report, in order to enable readers to obtain a preliminary understanding of the content of the full text, meaning. Then use a transitional sentence to start, leading to the main part. For example, a market research report entitled "on the city's 20 ** electric heater market research", the introduction is written as follows: "XX City, North Research and Planning Firm commissioned by XX, in 20 ** March to April in the domestic part of the provinces and cities in an electric heater market research. Now the research study is reported as follows: "with a brief description of the identity of the subject of the research, research time, object and scope of elements, and a transitional sentence to open the following, written in accordance with the norms. This part of the text is essential, do not be wordy and confusing; depending on the specific circumstances, sometimes this part can also be omitted, in order to make the text more concise.
(C) the main body of the market research report
This part is the core of the market research report, but also the focus of the writing and difficulty. It should be complete, accurate and specific to illustrate the basic situation of the research, scientific and reasonable analysis and prediction, on the basis of targeted countermeasures and recommendations. Specifically include the following three aspects:
Market research report - introduction: market research report introduction, that is, the basic situation of the research is introduced, is the basis of the whole text and the main content, to use a combination of narrative and illustrative techniques, will be the object of the research of the history and reality of the situation, including market share, the relationship between production and consumption, and the relationship between the market and the market. Situation, the relationship between production and consumption, products, production and prices, etc. expressed clearly. In the specific writing method, either according to the nature of the problem will be summarized into several categories, the use of the establishment of subheadings or summary of the form of the purpose; can also be chronological order, or show figures, charts or images to illustrate. In any case, we should strive to be accurate and specific, rational, in order to provide a solid basis for the following analysis and recommendations.
Market research report - analysis and prediction: market research report analysis and prediction, that is, in the analysis of the basic situation obtained from the research on the basis of the market development trend to make predictions, which directly affects the decision-making behavior of the relevant departments and business leaders, and therefore must focus on writing a good. To use the argumentative approach, the information obtained from the research, scientific research and inference, and based on the formation of concluding observations in line with the pattern of change in the development of things. Language to be rich in assertive and targeted, to analyze the reasoning into the micro, simple and clear, avoiding the information obtained from the research to play at random, to sing "albatross".
Market Research Report - Marketing Recommendations: This layer of content is the embodiment of the purpose of the market research report writing and purpose, in the above research and analysis of the situation on the basis of forecasts, put forward specific recommendations and measures for decision makers for reference. To pay attention to the relevance and feasibility of the recommendations, can actually solve the problem.
Drug Market Research Report
Malignant tumors are one of the diseases that seriously endanger human health and life today. Although human beings have made a lot of successful experiences in the prevention, diagnosis and treatment of malignant tumors after nearly a hundred years of efforts, there are still 9 million new cancer patients worldwide and 5 million people die of cancer every year. China is a cancer-prone country with 2.6 million cancer patients, 1.8 million new cases and 1.4 million deaths each year. Cancer is still the number one killer that brings disaster to human beings. The development and production of anti-cancer drugs with good efficacy, broad-spectrum, and low side effects is still an important issue in the medical field.
China's research and development of antitumor drugs began in the late 1950s, the early 1960s, there are some varieties of production and sales. 40 years, China's antitumor drug production has been developed from individual varieties of products to a series of products, research and development and sales have also made great progress. Especially in the last decade, the achievements in R&D (including generic) and marketing have been remarkable.
At present, China's anti-tumor drug manufacturers have nearly a hundred (including Chinese medicine preparation manufacturers). Among them, there are more than 20 API factories, and more than 60 preparation factories and Chinese medicine factories. So far, China's anti-tumor drugs have developed to more than 160 varieties of seven categories. The 22 basic antitumor drugs announced by the World Health Organization in April XX, all of which can be produced in China. China's annual output of more than 30 tons of antineoplastic drugs, production enterprises are mainly located in Jiangsu, Zhejiang, Guangdong, Shandong, Shanghai and other places. However, the products still can not meet the growing clinical demand. Overall, the anti-tumor drug market demand is greater than supply.
Therefore, to understand the consumption of anti-tumor drugs in the families of patients with tumors and the public's attitude towards anti-tumor drugs, on the one hand, helps enterprises to study the segmentation of anti-tumor drugs from the consumer point of view; on the other hand, it helps pharmaceutical producers and distributors to better understand the needs of the target consumers and to further understand the competition in the market of anti-tumor drugs, so as to make enterprises to be able to On the other hand, it helps pharmaceutical manufacturers and distribution companies to better understand the needs of their target consumers and further understand the competition in the antitumor drug market, so that they can "prescribe the right medicine" and sell more and better drugs to consumers quickly.
The main purpose of this research is to understand the competitive situation of the anti-tumor drug market and consumers' demand preferences for anti-tumor drugs and their expectations of pharmaceutical companies through the survey of consumers' knowledge, understanding and attitude towards the use of anti-tumor drugs. This will enable Hengrui Medicine to grasp the consumers' mentality and the development trend of the anti-tumor drug market, so as to take powerful and reasonable measures to promote its main product - Aiheng.
This research adopts the method of network research, randomly distributing questionnaires on the network, and then collecting and organizing them to analyze and organize the information. The design of the questionnaire arranges the questions according to the normal process of people's cognition of drugs. This research mainly studied the three aspects of the circulation channels of antineoplastic drugs, the nature of drugs and the main purchase basis of consumers, which can reflect the main consumption situation of the current antineoplastic drug market from the consumer's point of view, such as antineoplastic drugs flow to consumers through which channels, the consumer's knowledge of oncological diseases and attitude towards the use of medication, the consumer's recognition of the dosage form, and which are the main dosage forms recognized by consumers, and which the main purchase basis of consumers will be the pharmaceutical enterprises' most important and the most important. The main basis for consumers to purchase drugs will be the most concerned by pharmaceutical enterprises. The following research data from the specific aspects of one by one analysis.
First, from the channel analysis. For anti-tumor drugs, the vast majority of consumers are to the pharmacy and hospitals to buy, the sum of the two proportions of 95.2%, of which 58.7% of families to the pharmacy to buy, go to the hospital for 36.5%; and through other channels to buy very few. Why do residents choose to go to the drugstore more, and relatively few to the hospital? One of the main reasons is that China's pharmaceutical system and medical insurance system caused by the two accounted for a larger proportion of drug sales, but due to the sale of drugs everywhere in the price of drugs varies, the drugstore drug prices are relatively low, and anti-tumor drugs are generally need to be taken over a long period of time, so the proportion of purchases to the pharmacy will be higher; and in the hospital to buy drugs in the family, a large part of the medical insurance can be reimbursement. Therefore, at this stage of the enterprise to do a good job in the pharmaceutical market, we must understand China's current pharmaceutical system, but also pay attention to health care reform.
On the other hand, the choice of drug channels is also related to the characteristics of anti-tumor drugs. Most of the anti-tumor drugs are prescription drugs, which need to be purchased through a doctor's prescription. Therefore, patients need to go to the hospital for the first few visits or take medication for a period of time for review, and purchase medication locally after the diagnosis and treatment; however, the treatment of tumors generally requires long-term medication, and after getting a confirmed diagnosis in the hospital, patients generally consider going to the drugstore to buy the same medication on their own.
From the above analysis, we can know that the choice of channel is very critical to the pharmaceutical companies, which have to consider the factors mainly for the consumer's 'subjective aspects and the objective aspects of China's pharmaceutical system.
Second, from the nature of the drug analysis. Survey results show that in the urban residents of the family to buy a variety of anti-tumor drugs, Western drugs accounted for more than 70% of 73.3%, while only 26.7% of traditional Chinese medicine. This shows that there is a lot of space for the development and production of traditional Chinese medicines in the treatment of tumors, because the small side effects of traditional Chinese medicines are a major advantage in drug treatment. For pharmaceutical companies, choosing to make consumer-recognized drug types can enable companies to reduce communication barriers with consumers, thus reducing unnecessary marketing costs. Similarly, good drug naming strategy, communication strategy, etc. can also reduce a lot of operating costs for the enterprise. Therefore, a detailed understanding of the basic situation of consumers helps companies to make business decisions. Although the competition in the western medicine market has been fierce, there is still market space and business opportunities.
For this research, although from the consumer point of view of the survey that consumers are more recognized by the Western medicine, but we can not deny that the Chinese medicine in the back of the future there is no business opportunities, can not be the future of the main drug, because everything is changing. And since the competition of western medicine has been close to the red sea, then another way to develop the blue sea of Chinese medicine will be much less pressure. Although at the same time there will be many risks, but in the other companies involved in the shallow time to take the lead in creating momentum, is conducive to the enterprise to build the brand image of the leading companies, can seize the opportunity to obtain a higher market share.
Third, the main basis for analysis of the purchase of drugs from consumers. The survey asked urban households in the purchase of a variety of anti-tumor drugs thought of the primary basis, the results show that 89.9% of families mentioned is recommended by the doctor's ratio is much higher than other reasons. This is due to the fact that anti-tumor drugs are mostly prescription drugs, patients have limited cognitive understanding of tumor diseases, and what drugs to take is greatly influenced by doctors' professional recommendations. In addition, 10.1% of families indicated that they purchased a particular antitumor drug based on past experience of use.
At the same time, we can interpret this data set from another horizontal perspective. Among the top reasons for purchasing, the people who decide and influence consumers to buy are doctors, family and friends, and pharmacy clerks in order, accounting for 89.9%, 8.3%, and 1.8% of all reasons, respectively. This reflects, on the one hand, how important doctors are for the sale of antitumor drugs, and how insignificant the recommendation of drugstore clerks is, and on the other hand, it also shows the lack of knowledge of the people's medicine and the need for companies to strengthen the popularization of the people's health knowledge.
Past experience is also a very important factor in determining the patient's purchase, which actually reflects the pharmaceutical companies to achieve a product sales and multiple sales issues. Many pharmaceutical companies are only concerned about the key factors in the key channels, such as doctors in hospitals, but few companies will pay attention to the consumer consumption process, how consumers make multiple purchases. Given the special nature of oncology diseases, patients often have to take medication for a long time in order to maintain a better state of health, so after the first purchase, pharmaceutical companies should pay more attention to their second purchase and the issue of repeated purchases. Enterprises should also be concerned about the patient's use of the product after each sale, meticulous after-sales service relative to the pharmaceutical companies to achieve the first sale, is a less investment and better sales effect of marketing measures. Therefore, the enterprise is not only concerned about the product of the first sales, but also to provide after-sales service of drugs.
Past experience is a way for patients to recognize the efficacy of the medicine in the past, which actually correlates well with the reliability of the medicine, which accounts for 6.9% of the total. In the primary reason for the decision to buy, there are many different levels of direct reference to the efficacy of the drug, such as reliable efficacy, fast-acting, low side effects, good quality, durable efficacy/long-lasting effect, and if they are combined, there is a proportion of 14.6%, together with a number of implied efficacy of the reasons, such as doctor's recommendation, past experience in the use of the drug, etc., it is not an exaggeration to say, efficacy of the drug is the first factor to be taken into account by the consumer in the purchase of antitumor drugs. It can be said without exaggeration that efficacy is the first factor that consumers consider when buying antitumor drugs, which is also an important issue for enterprises to consider in marketing. Of course, on the other hand, the safety of drugs is also one of the important factors affecting consumers' purchase of drugs. Pharmaceutical companies should pay special attention to their own image, the survey shows that if the pharmaceutical companies occur drug safety problems, it will make the consumer's trust in the enterprise greatly reduced, thus affecting the corporate image, and a direct blow to the consumer's confidence in purchasing .
Then carefully interpret the data, we will find that the pharmaceutical companies are not well-known companies for consumers to buy is not an important reason, it is clearly ranked in the efficacy of the recommended factors, such as after. So, for pharmaceutical companies whether to promote corporate awareness, in the marketing process whether to weigh between the company name and product name? Or should the enterprise have a stage of communication focus? These issues need further investigation and research.
The data show that for oncology drugs, the role of promotion is not significant, which indicates that these drugs are not fast-moving consumer goods, nor are they health care products, which are truly one-to-one professional products based on the efficacy of the drug, and it also shows that it is not a price-sensitive product. After understanding these drug characteristics, companies can target marketing efforts.
Survey time: June 26 - July 5
Survey method: Internet questionnaire survey
Survey object: any consumer
Survey personnel: Wu Ping Liu Xin Lin Xia Zhu Lin Li Xue
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