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Marketing Research

Loudon China provides a broad range of services to customize our clients needs in primary research. We have accumulated our experience in about 650 projects in the past 16 years with licensed-in state of the art software and techniques in specific areas. This broad range of services has been provided to many international and domestic companies.

When companies in the industry enter into more broad markets, Loudon China has build up its capabilities in an extensive geographic coverage and different types of hospitals. In 2011, we conducted projects in 78 China cities, which includes the key cities in remote provinces: i.e. Xingjian, Ganshu, Yunnan. And our hospitals include level III and level II hospitals, CHC and THC, and POV.

Our respondents interviewed are very broad; includes regulatory officials, listing and pricing officials, tendering and procurement officials, hospital directors, hospital pharmacy heads, physicians, nurses, patients and pharmacist, key distributors and industry executives.

Loudon China has worked closely as partners for a few most successful launched OTC products in China, an very experience dedicated OTC team is established to provide professional services with client satisfactions.

The following list of customized services is not exhaustive:

Performance Tracking Study

U & A Study

U & A study is the most commonly used research method in market research. It can provide information on using and purchasing habit of consumers, their attitude to the product and brand as well as market competition information of each brand.

U&A study can solve the following marketing management problems:

Find market opportunities for existing or new products

Formulate the marketing strategy

Evaluate the marketing performance of companies

Concept Testing

To launch new products successfully, companies need to do the concept test to evaluate new-product concepts, for Rx products usually before key product profiles are developed in phase II or phase III, for OTC products usually products marketed in China or other developed countries. It has especially important for valuation of new products that are not copycat items, are not easily classified into existing product categories.

Positioning Study

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like correspondence analysis, multiple correspondence analysis, multi dimensional scaling, factor analysis, conjoint analysis, and multi-nominal logit model analysis.

Message Test

Message testing involves deciding on a host of different ideas for how to market your company and trying to discover one that best gets your message across with buyers in a way that will generate business.

The key goal of message testing is to look for ways to complete the following:

To make sure that you’re using a message that stays with the consumer.

To make sure that your message makes you appear different and better than your competitor’s messages.

To find a message that fits with how you want people to view every aspect of your company.

Market Segmentation

Market segmentation is one of the essential marketing tools for targeting the brands' key markets. To characterize different groups of doctors' and patients’ segments and estimate the size of each segment is a key success factors for a new product launch and its circle management. The right decision-making on segmentation would benefit the life science companies in generating revenues as well as gaining competitive in depth advantages.

Loudon provides a range of tools for specific requirements on market segmentation, with pull and back scenarios to develop alternative market strategy to target combination of different segments.

Pricing Study

The significance of medical pricing varies dramatically depending on factors such as the perceived severity of the indication, available therapy alternatives and their likelihood of success, the reimbursement status of the patient, demographic criteria and whether the doctor is interested in high-price drugs to boost his income. Therefore pricing in the medical field is a very complex issue.

Loudon China has an array of practices for Rx products both naive and matured markets, and for OTC products both hospital heritaged or stand alone OTC products. All these practice are reliable and validated.

Brand Equity Study

High brand equity is evaluated as high awareness, perceived quality, and brand loyalty among patients and doctors. It has become a strategic asset for companies and a key source of competitive advantage in today's intense global economy. The brand equity must be managed and leveraged to produce long-term performance and sustainable revenue growth. Strong brand-building and measurement skills are crucial for the achievement of these critical objectives in today's fierce competition.

Loudon China can provide brand equity studies to assist the pharmaceutical companies to implement and fine-tune the most effective branding strategies in the complex China market.

Performance Tracking Study

In today's competitively intense pharmaceutical markets, it is more critical than ever before to keep the finger on the pulse of patients and doctors. Attitudes, plans and behavior can change rapidly, and the companies that keep up with these changes gain a competitive advantage. As a result, the tracking study would be even important to measure the trends take place in life science market and brand performance , and therefore the suggestions of refinement strategy, and KPIs to focus to support and enhance its market status.

Loudon China has done a plenty of brand performance tracking studies for various products of multi-national pharmaceutical companies. It has rich knowledge and resources to monitor and forecast the trend in China market. The clients will be able to react to the market in time by Loudon China’s creditable report.