The market is made up of a myriad of segments. We can find in this offer a great number of products and services. The one that refers to medicine is one that brings together a large number of specialties and involves other disciplines and sciences. For this reason, it is not strange to see that those interested in this area use market research to achieve some of their objectives.
Among the basic questions that brands in this sector also seek to answer, we can find from the most elementary ones in the industry, such as knowing the socio-demographic profile of the target population to understanding the direct and indirect competition. However, there are many more that may be of interest to you. Today we list four topics in which the Health and Marketing sectors are found.
Price elasticity. In many geographies, access to medicines and medical consultations is reserved for times of high urgency and when the budget allows. Hence, the cost aspect is quite sensitive. Consumers pay a lot of attention to the correlation between the effectiveness of a satisfactory drug and its price. If it is cheaper than idealized, it may not be trusted, and if it is not, it may be inaccessible to the vast majority.
Recruitment. In order to carry out some market knowledge activities, a series of invitations to persons of interest are needed to cover a series of objectives. Therefore, it will be necessary to have the support of recruiters that guarantee the participation of patients and physicians with certain requirements. Among the most demanded characteristics we find short windows between the last consultation and the performance of a given activity or to corroborate the university studies of the health professional.
Online panels. We know that people who are dedicated to Medicine usually have very little free time to be part of the tasks that in other fields are covered in conventional schedules. For this reason, virtual media are being used more frequently, allowing doctors to answer our questions without leaving their workplaces. Designing questionnaires, maintaining the interest of professionals and providing feedback in real time are some of the functions that support the sector.
Uses and habits. It is common for a series of beliefs, based on science or not, to coexist about the care of various health problems that dominate popular knowledge. These conflict with health sector practices that are based on scientific evidence. Understanding the former is essential to carry out a variety of activities ranging from communication and teaching campaigns with the community to the approach to the presentation of medicines.
Unlike other segments, the medical industry is also subject to many and diverse regulations. Among them are those that ensure that it provides an objective professional practice and the timely detection of adverse situations in the quality and use of formulations and packaging of medical products. This implies a greater responsibility, if possible, for the participation of market analysts with experts in the medical area in market studies.
At Acertiva we have among our areas of expertise the Health and Pharmaceutical sectors. We understand the concerns you have about these and other related topics. Thanks to our more than two decades of knowledge in LATAM we can be a strategic ally for your business. Write us today to tell us about your needs. We will respond with how together we can make your next success story a reality.
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