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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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Blog
Creating vision and agility in Consumer Health channel dynamics
Sep 03, 2020
Digital channels are gaining significant popularity as a Consumer Health shopping option, fueled by significant increase in digital literacy. However, across the region market nuances create uncertainty for Consumer Health companies, in knowing where to place investment in digital channels. For example, the Indonesian market remains fragmented, dominated by traditional-style pharmacy and retail outlets across an enormous geographical coverage. The potential outlets for Consumer Health products include over 3,000 pharmacies, and 3 million of traditional retail stores. Building clarity over where to place investment begins with understanding the consumer behavior and having clear business goals.
Understanding behavior and priorities
Using our Southeast Asia WellTrack study, IQVIA was able to gain purchase journey insights in May to June of this year. In Indonesia, Consumers looked both to digital transaction and information sources while maintaining interaction with physical pharmacy and retail outlets. For a Consumer Health brands, this creates another complexity, what are the key influences on a consumer (both in the real world and online) for becoming aware of a brand, proactively seeking information and making a final purchase? Consumer Health companies should generate a reliable knowledge and insights on consumer preferences, behaviors and the channels themselves.
Creating vision and agility
In addition, Consumer Health companies should realign their own priorities and objectives, to adapt the channel dynamics and tapping the market opportunities. Is the goal consumer awareness, attitude or active interest in the brand? Investment decisions are better informed when Key Performance Indicators (KPIs) are considered and measured. Agile adaptation could be achieved in both strategic and operational aspects, here are some ideas to achieve these:
- Customize your business approach to cater to different segments, in fragmented markets a size one-fits-for-all plan seldom is successful
- Build a strategy to manage fast-changing environments. Continuously and consistently tracking the consumer, channel, and market movement will enable early response changes
“Digital” is now influencing the entire consumer journey, and there is an evolution from the reactive consumers to the proactive and forward-looking consumer, with new expectations. Creating potential starts with understanding.
For more information, please feel free to contact us.