(Source: https://pltfrm.com.cn)
Introduction
China’s healthcare sector is increasingly consumer-driven, with patients seeking transparency, personalization, and convenience. For overseas brands, understanding the behaviors, preferences, and motivations of Chinese consumers is crucial. Qualitative research provides a deep understanding of patient expectations and purchasing decisions, guiding brands to deliver relevant solutions and experiences.
1. Consumer Interviews for Motivation Analysis
1.1 Exploring Health Priorities
Method: Conduct interviews to uncover why consumers choose specific products, services, or channels.
Outcome: Reveals underlying motivations and barriers to adoption.
1.2 Trust and Information Sources
Approach: Investigate how consumers assess credibility, including online reviews, physician recommendations, and social media.
Benefit: Helps brands establish authority and foster trust in a competitive market.
2. Focus Groups for Product and Service Insights
2.1 Segment-Based Discussions
Method: Create focus groups based on demographics, chronic conditions, or lifestyle choices.
Insight: Highlights varying expectations and preferences for healthcare solutions.
2.2 Marketing Material Testing
Implementation: Test content, packaging, and promotions for comprehension and resonance.
Result: Enables optimized campaigns that align with consumer expectations and drive adoption.
3. Observational Research Across Healthcare Channels
3.1 Physical Locations
Technique: Observe interactions in clinics, pharmacies, and wellness centers to understand service touchpoints.
Impact: Guides enhancements in customer experience, product placement, and service delivery.
3.2 Online Platforms
Method: Track engagement with telemedicine apps, online pharmacies, and social communities.
Benefit: Provides insights for improving digital UX, content strategy, and customer engagement.
4. Case Study: German Medical Device Brand
A German medical device brand conducted interviews and observational research in hospitals and online forums. Findings showed that doctors prioritized easy-to-use devices with clear instructions, while patients valued safety and clear health benefits. By redesigning the interface and providing detailed digital tutorials, the brand increased adoption among hospitals by 50% and improved patient satisfaction scores by 40% within one year.
Conclusion
Qualitative research is essential for overseas healthcare brands aiming to succeed in China. Consumer interviews, focus groups, and observational studies reveal motivations, trust factors, and usage behaviors, enabling brands to deliver targeted products, optimized experiences, and effective marketing strategies.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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