The market is made up of an endless number of segments. We can find in this offer a large number of products and services. The one that refers to Medicine is one that brings together a large series of specialties and involves other disciplines and sciences. For this reason, it is not strange to see that those interested in the subject use Market Research to meet some of their objectives.
Among the basic questions that brands in this sector also seek to answer, we can find from the most basic ones in the field, such as knowing the sociodemographic profile of the target populations to understanding 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 meet.
Price elasticity. In many geographies, access to medicines and medical consultations is reserved for times of high urgency and when the budget allows it. Hence, the cost aspect is quite sensitive. Consumers pay a lot of attention to the correlation between the effectiveness of a satisfaction in this area and its price. If it is cheaper than idealized, it may not be trusted and, if not, it may be inaccessible to the vast majority.
Recruitment. To carry out some market knowledge activities, a series of invitations must be made to people of interest to cover a series of objectives. Therefore, it will be necessary to have the support of recruiters who guarantee the participation of patients and doctors with certain requirements. Among the most sought-after characteristics we find short windows between the last consultation and the completion of a given activity or corroborating 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 able to be part of the tasks that in other areas are covered during conventional hours. Therefore, virtual means are used more frequently that allow doctors to answer our questions without leaving their work centers. Designing questionnaires, maintaining the interest of professionals and providing real-time feedback are some of the functions that support the sector.
Uses and habits. It is common for a series of beliefs to coexist, based on science or not, regarding the care of various health problems that dominate popular knowledge. These come into conflict with the practices of the health sector that are based on scientific evidence. Understanding the first of these fields is essential to carry out various activities that range from communication and teaching campaigns with the community to the presentation of medicines.
Unlike other segments, the medical sector is also crossed by many and very 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 the formulations and packaging of medical products. This implies a greater responsibility, if possible, for the participation of market analysts with medical experts in market studies.
At Acertiva, our areas of expertise include 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 to us today to tell us about your needs. We will respond with the way in which together we can make your next success story a reality.
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