The format of market research report generally consists of title, table of contents, overview, text, conclusions and suggestions, attachments, etc. The following is the format of the pharmaceutical market research report. Welcome to read it.
(A) the title of the market research report
The title is the title of the market research report, which generally has two forms:
Title of market research report-official document title, which consists of research object, content and language name, such as "2002 Rural Clothing Sales Research Report". It is worth noting that in practice, the market research report can also be simplified as "research";
The title of the market research report-the title of the article, is to directly explain the content or theme of the research in a general language form, such as the changing trend of the potential purchasing power of urban residents in the province. In practice, the titles of such market research reports mostly adopt the structure of double questions (positive and negative questions), which is more eye-catching and attractive. For example, Competition is Today, Hope is Tomorrow —— Analysis Report of the National Washing Machine User Questionnaire Survey, and Where is the Market —— Tianjin Sanfeng Light Bus User Survey, etc.
(2) Introduction to the market research report
Introduction, also known as introduction, is the front part of the text of market research report and should be concise and to the point. Generally, it is necessary to explain the purpose, time, place, object, scope and method of the research, and also summarize the basic viewpoints or conclusions of the market research report, so that readers can have a preliminary understanding of the content and significance of the full text. Then use a turning sentence to connect the front and back, leading to the main part. For example, a market research report entitled "Market Survey of Electric Heater in the City in 20**" wrote in the introduction: "Entrusted by XX, XX North Research and Planning Office conducted market research on electric heaters in some domestic provinces and cities from March to April in 20**. The investigation and research are now reported as follows: "The main identity, time, object and scope of the investigation are explained in short words, and the following is started with a turning sentence, which is in line with the norms. This part of the text should be concise and avoid verbosity; Depending on the specific situation, this part can sometimes be omitted to make the writing more concise.
(three) the main body of the market research report
This part is the core of the market research report, and it is also the focus and difficulty of writing. We should explain the basic situation of the investigation completely, accurately and concretely, make scientific and reasonable analysis and prediction, and put forward targeted countermeasures and suggestions on this basis. Specifically, it includes the following three aspects:
Market research report-Introduction: The introduction of the market research report, that is, the introduction of the basic information obtained from the research, is the basis and main content of the full text. The historical and realistic situation of the research object, including market share, the relationship between production and consumption, products, output and price, should be clearly expressed by combining narrative and explanation. In terms of specific writing, it can be divided into several categories according to the nature of the problem, in the form of setting subtitles or abstracts; It can also be explained in chronological order, or by enumerating numbers, charts or images. In any case, we should strive to be accurate, specific and orderly, and provide a solid and sufficient foundation for the following analysis and suggestions.
Market research report-analysis and forecast: The analysis and forecast of market research report is based on the basic information obtained from the analysis and survey, which directly affects the decision-making behavior of relevant departments and business leaders, so it must be written well. It is necessary to use the method of discussion to analyze the data obtained from the investigation, conduct scientific research and inference, and form conclusive opinions that conform to the law of development and change of things. The language should be judgmental and targeted, so as to be nuanced and concise. It is forbidden to sing "I believe in heaven" without referring to the information obtained from the survey.
Market research report-marketing suggestion: this content is the embodiment of the purpose and purpose of writing market research report. According to the above research, analysis and prediction, specific suggestions and measures are put forward for decision makers' reference. Attention should be paid to the pertinence and feasibility of the proposal, which can effectively solve the problem.
Drug market research report
Malignant tumor is one of the diseases that seriously endanger human health and life. Although mankind has gained a lot of successful experience in the prevention, diagnosis and treatment of malignant tumors through nearly a hundred years' efforts, there are still 9 million new cancer patients in the world every year, 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 every year. Cancer is still the number one killer that brings disasters to mankind. It is still an important subject in the medical field to develop and produce anticancer drugs with good curative effect, strong broad spectrum and little side effects.
The research and development of anti-tumor drugs in China began in the late 1950s, and some varieties were produced and sold in the early 1960s. In the past 40 years, the production of anti-tumor drugs in China has developed from a single variety to a series of products, and the research and development and sales have also made great progress. Especially in recent ten years, it has made remarkable achievements in R&D (including imitation) and marketing.
At present, there are nearly 100 anti-tumor drug manufacturers (including Chinese medicine preparation manufacturers) in China. Among them, there are more than 20 raw material pharmaceutical factories, more than 60 preparation factories and Chinese medicine factories. Up to now, anti-tumor drugs in China have developed into seven categories 160 varieties. All the 22 essential anti-tumor drugs announced by the World Health Organization in April of XX can be produced in China. The annual output of antineoplastic drugs in China is more than 30 tons, and the production enterprises are mainly distributed in Jiangsu, Zhejiang, Guangdong, Shandong and Shanghai. However, these products still cannot meet the growing clinical needs. Generally speaking, the market demand for anti-tumor drugs is greater than the supply.
Therefore, understanding the consumption of anti-tumor drugs in cancer patients' families and the public's attitude towards anti-tumor drugs will help enterprises to study subdivided anti-tumor drugs from the perspective of consumers. On the other hand, it is helpful for pharmaceutical manufacturers and circulation enterprises to better understand the needs of target consumers, further understand the market competition of anti-tumor drugs, and enable enterprises to "prescribe the right medicine" and sell more and better drugs to consumers quickly.
The main purpose of this survey is to understand the market competition of anti-tumor drugs, consumer demand for anti-tumor drugs and expectations of pharmaceutical companies by investigating consumers' knowledge, understanding and attitude towards anti-tumor drugs. Therefore, Hengrui Pharma can well grasp the mentality of consumers and the development trend of the anti-tumor drug market, so as to take effective and reasonable measures to promote its flagship product Ai Heng.
This study adopts the method of network investigation, randomly distributes questionnaires on the network, and then collects and sorts out the data. The design of the questionnaire arranges questions according to the cognitive process of normal people to drugs. This survey mainly studies the distribution channels, drug properties and consumers' main purchase basis of anti-tumor drugs. These three aspects can reflect the main consumption situation of the current anti-tumor drug market from the consumer's point of view, such as the channel of anti-tumor drug logistics to consumers, consumers' understanding and attitude towards tumor diseases, and which dosage forms are recognized by consumers, among which the main purchase basis of consumers will be the most concerned by pharmaceutical companies. Let's analyze the specific survey data one by one.
First of all, from the channel analysis. Most consumers buy antineoplastic drugs from pharmacies and hospitals, and the sum of them accounts for 95.2%, of which 58.7% are from pharmacies and 36.5% are from hospitals. Very few are purchased through other channels. Why do residents choose to go to pharmacies more than hospitals? One of the main reasons is that China's medical system and medical security system account for a large proportion of drug sales, but because the prices of drugs sold in different places are different, the prices of drugs in pharmacies are relatively low, and anti-tumor drugs generally need to be taken for a long time, so the proportion of drugs purchased in pharmacies will be higher; A large part of families who buy medicines in hospitals have medical insurance to reimburse. Therefore, if enterprises want to do a good job in the medical market at this stage, they must understand the current medical system in China and pay attention to medical reform.
On the other hand, the choice of drug channels is also related to the characteristics of anti-tumor drugs. Anti-tumor drugs are mostly prescription drugs and need to be purchased through a doctor's prescription. Therefore, patients need to go to the hospital several times before seeing a doctor or taking medicine for a period of time, and buy medicine on the spot after diagnosis and treatment; However, the treatment of tumors generally requires long-term medication. After being diagnosed in the hospital, most patients will consider going to the pharmacy to buy the same medicine themselves.
From the above analysis, we can know that the choice of channels is very important for pharmaceutical enterprises, and the factors to be considered are mainly the subjective aspects of consumers and the objective aspects of China's pharmaceutical system.
Second, from the analysis of drug properties. The survey results show that among all kinds of anti-tumor drugs purchased by urban residents' families, western medicine accounts for more than 70%, reaching 73.3%, while Chinese medicine only accounts for 26.7%. This shows that there is a lot of room for the research and development and production of traditional Chinese medicine in the treatment of tumors, because the small side effects of traditional Chinese medicine are a big advantage in drug treatment. For pharmaceutical companies, choosing drugs recognized by consumers can reduce communication barriers between enterprises and consumers, thus reducing unnecessary marketing expenses. Similarly, good drug naming strategy and communication strategy can also reduce many operating costs for enterprises. Therefore, a detailed understanding of the basic situation of consumers is helpful for enterprises to make business decisions. Although the western medicine market is fiercely competitive, there is still market space and business opportunities.
For this survey, although from the consumer's point of view, it is found that western medicine is more recognized by consumers, we can't deny that Chinese medicine, which ranks lower, has no business opportunities in the future and will not become the main medicine in the future, because everything is changing. Moreover, since the competition of western medicine has approached the Red Sea, the blue ocean pressure of developing Chinese medicine in another way will be much less. Although there will be many risks at the same time, taking the lead while other enterprises are still involved will help enterprises establish the brand image of leading enterprises, seize the opportunities and gain higher market share.
Third, the analysis of the main basis for consumers to buy drugs. The survey asked the primary basis for urban residents' families to buy various anti-tumor drugs. The results showed that 89.9% of the families mentioned that they were recommended by doctors, which was much higher than other reasons. This is because most anti-tumor drugs are prescription drugs, and patients have limited knowledge of tumor diseases. What medicine to take is greatly influenced by the professional recommendation of doctors. In addition, 65,438+00.65 and 438+0% of the families indicated that they had purchased an anti-tumor drug according to their past experience.
At the same time, we can interpret this set of data from another horizontal angle. Among the primary reasons for purchasing, doctors, family and friends, and drugstore clerks are the people who decide and influence consumers' purchasing, accounting for 89.9%, 8.3% and 1.8% respectively. On the one hand, it reflects how important doctors are for the sale of anti-tumor drugs, and how insignificant the recommendation of pharmacy clerk is. On the other hand, it also shows that people lack medical knowledge, and enterprises need to strengthen the popularization of public health knowledge.
Past experience is also a very important factor in determining patients' purchase, which actually reflects the problem that pharmaceutical companies realize one-time sales and multiple sales of products. Many pharmaceutical companies only care about the key factors of key channels, such as doctors in hospitals, but few companies pay attention to the consumer's consumption process and how consumers make multiple purchases. In view of the particularity of tumor diseases, patients often have to take medicine for a long time to keep healthy, so after the first purchase, pharmaceutical companies should pay more attention to their second purchase and repeated purchase. At the same time, enterprises should also care about the use of patients after each sale. Compared with pharmaceutical enterprises, meticulous after-sales service is a marketing measure with less investment and better sales effect. Therefore, enterprises should not only care about the pre-sales of products, but also provide after-sales services for drugs.
The past use experience is an affirmation of the efficacy of drugs by patients in the past, which is actually related to the reliability of efficacy, accounting for 6.9%. Among the primary reasons for deciding to buy, there are many different levels of direct expressions about efficacy, such as reliable efficacy, quick onset, small side effects, good quality, lasting/long-term effectiveness and so on. Together, the ratio is 14.6%. In addition, some implied reasons for better efficacy, such as doctor's recommendation, past experience, etc., it is no exaggeration to say that efficacy is the first factor consumers consider when purchasing anti-tumor drugs. Of course, on the other hand, the safety of drugs is also one of the important factors affecting consumers' purchase of drugs. Pharmaceutical enterprises should pay special attention to their own image. The survey shows that if there are drug safety problems in pharmaceutical enterprises, consumers' trust in the enterprises will be greatly reduced, thus affecting the corporate image and directly hitting consumers' purchasing confidence.
Looking at the data carefully, we will find that whether pharmaceutical companies are well-known enterprises is not an important reason for consumers to buy, but it is obviously behind factors such as efficacy and recommendation. Then, do pharmaceutical companies need to enhance corporate visibility, and do they need to weigh the company name and product name in the marketing process? Or do enterprises need to have a phased communication focus? These problems need further investigation and study.
The data show that the promotion of tumor drugs is not effective, indicating that these drugs are not fast-moving consumer goods or health care products. It is a real one-on-one professional product, which has efficacy and also shows that it is not a price-sensitive product. After understanding the characteristics of these drugs, enterprises can do a good job in marketing.
Survey time: June 26th-July 5th.
Survey method: online questionnaire survey.
Respondents: Any consumer
Investigators: Wu Ping, Liu Xin, Lin Xia, Zhu Lin and Sydney.
;