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With China's
healthcare market rapidly changing, it is inevitable that
there will be significant changes in people’s attitudes
to lifestyles, consumption, health and medication. As healthcare
marketers, it is now necessary to seek an in-depth understanding
of the constantly evolving consumer needs, attitudes, lifestyles,
habits and practices with respect to health, healthcare, medication and consumption of healthcare products.
In China, the OTC Medicines category has
experienced explosive growth in recent years. Consider these
facts:
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About
44% of all registered drug types sold in China are OTC,
and the proportion of OTC drugs is heading upwards.
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The
State Drug Administration is providing encouragement of
rapid conversion of medicines from prescription to OTC
to curb increasing costs of providing healthcare.
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Rapid urbanisation, increased
pollution, as well as incidents like SARS and the Bird
Flu have fuelled consumption of OTC medicines.
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Sales of OTC medicines
have increased exponentially in recent years. According
to one report, sales increased US$ 0.34 billion in 1994
to about US$ 4 billion in 2004; it is expected to hit
US$7.3 billion in the year 2005.
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While there has been ready information available on overall
market size, entry strategies and manufacturer data, there
is hardly any information available about consumers’
perceptions about OTC medicines, their habits and practices
with respect to purchase,
usage and medication.
Asia Insight proposes to fill this
gap with OTC Insights™
This is mandatory reading for marketers
of OTC medicines in China. It gives you the hard data needed
to understand the market, together with the insights and depth
necessary for good planning and decision-making.
OTC Insights™
helps you learn about key trends affecting consumer perceptions
in the OTC Medicines category. It gives you the in-depth understanding
of brand awareness and usage, as well as brand image. All these
parameters will be tracked annually in the backdrop of changing
habits and practices relating to OTC medicine purchase and consumption.
OTC Insights™ answers the
following key strategy and
marketing questions:
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What
ailments are commonly medicated using OTC?
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What
are the key brands of OTC medicines in the market?
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What levels of awareness
and brand salience do brands enjoy?
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What OTC advertising do
consumers recall?
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What is the level of penetration
and usage of OTC medicines?
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What types of people consume
OTC medicines, who consumes more heavily?
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And most importantly:
How are the above measures shifting over time? |
OTC
Insights™
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Based on annual sample of 1,300 across
Shanghai, Beijing and Chengdu
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Uses Asia Insight’s proprietary brand equity measurement:
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Annual tracking tracks shifts in key trends |
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Syndicated format provides
cost-efficiency |
If you would like to know more about these healthcare initiatives and syndicated studies, please email us at marketing@AsiaInsight.com or call us at +65 6735 3788 to discuss your specific research needs.
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