(Source: https://pltfrm.com.cn)
Introduction
China’s healthcare sector is experiencing rapid growth, driven by increasing awareness of wellness, digital health adoption, and rising disposable income. Overseas brands entering this market need to understand the nuanced behaviors, preferences, and expectations of Chinese consumers. Qualitative research provides deep insights into motivations, purchase drivers, and trust factors, enabling brands to tailor products and services effectively.
1. In-Depth Consumer Interviews
1.1 Exploring Healthcare Needs
Method: Conduct interviews to understand the factors influencing healthcare decisions, including preventive care, treatment options, and lifestyle choices.
Benefit: Reveals unmet needs and priorities that guide product development and service offerings.
1.2 Trust and Credibility Assessment
Approach: Ask consumers how they evaluate healthcare providers, products, and online resources.
Impact: Helps overseas brands establish credibility and effectively communicate value propositions.
2. Focus Groups for Service Perception
2.1 Segment-Specific Discussions
Method: Organize focus groups for different age groups, income levels, or health concerns.
Insight: Identifies varying expectations, communication preferences, and responsiveness to promotions.
2.2 Concept Testing
Implementation: Present new product ideas, telehealth platforms, or wellness services to gather feedback.
Result: Enables refinement of offerings to better resonate with target audiences.
3. Observational Research in Healthcare Settings
3.1 Clinic and Pharmacy Behavior
Technique: Observe how patients interact with healthcare professionals, products, and information in real-world settings.
Outcome: Identifies pain points, workflow challenges, and decision-making triggers.
3.2 Digital Platform Engagement
Method: Monitor patient interactions with health apps, online consultations, and e-commerce healthcare platforms.
Benefit: Reveals preferred digital channels, content formats, and purchasing behaviors.
4. Case Study: European Nutritional Supplement Brand
A European nutritional supplement brand conducted interviews and digital observation in major Chinese cities. Insights revealed that consumers valued personalized wellness plans and transparent ingredient sourcing. By introducing tailored recommendations and clear product information online, the brand increased sales by 35% and improved repeat purchase rates by 28% within six months.
Conclusion
For overseas brands, understanding China’s healthcare consumers requires qualitative research to uncover motivations, trust factors, and behavior patterns. In-depth interviews, focus groups, and observational studies provide actionable insights that enhance product development, marketing strategies, and digital engagement.
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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