(Source: https://pltfrm.com.cn)
Introduction
China’s healthcare consumers are increasingly informed and selective, balancing digital tools, expert advice, and peer recommendations when making health-related decisions. Overseas brands seeking to capture this market need insights into behavior patterns, preferences, and expectations. Qualitative research offers in-depth understanding, helping brands design offerings, campaigns, and experiences that align with consumer priorities.
1. Ethnographic Research for Health Behaviors
1.1 Immersive Observation
Method: Observe consumer interactions in clinics, pharmacies, and wellness centers to understand decision-making processes.
Outcome: Provides context for product positioning, patient engagement, and service design.
1.2 Lifestyle Context Mapping
Approach: Study daily routines, dietary habits, and preventive health practices.
Benefit: Informs messaging and product features that integrate seamlessly into consumer lifestyles.
2. Focus Groups for Product and Service Validation
2.1 Testing Health Solutions
Method: Present healthcare services, telemedicine tools, or wellness products to specific consumer segments.
Insight: Uncovers perception, usability, and willingness-to-pay information.
2.2 Campaign and Communication Feedback
Implementation: Test marketing materials, website content, and promotional offers.
Result: Enables fine-tuning of messaging to increase engagement and adoption.
3. Digital Engagement Analysis
3.1 Monitoring Health Apps and Platforms
Technique: Observe how users interact with wellness apps, online pharmacies, and telehealth services.
Insight: Reveals which features and content types drive engagement and purchases.
3.2 Social Media Listening
Method: Track conversations on WeChat, Xiaohongshu, and Douyin about health trends, products, and experiences.
Benefit: Helps identify emerging concerns and trending healthcare topics for timely brand response.
4. Case Study: US Telehealth Startup
A US telehealth startup used focus groups and app behavior observation to understand Chinese patient expectations. Findings revealed strong demand for on-demand consultations and multilingual support. By integrating a 24/7 online consultation feature and culturally adapted interface, the company increased active users by 60% and subscription renewals by 35% in the first year.
Conclusion
Overseas healthcare brands can gain a competitive edge in China by leveraging qualitative research to understand consumer behavior, preferences, and decision-making triggers. Ethnographic studies, focus groups, and digital engagement analysis provide insights that improve product offerings, marketing strategies, and digital experiences.
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!
info@pltfrm.cn
www.pltfrm.cn
