客户是一家全球领先的医用耗材厂商，想要一个合适的定价策略使其两个种类的产品能够在中国市场处于领先地位，并且根据市场机会寻求持续的发展，因此寻求我们给出合理的定价建议。我们通过对详细产业价值链分析，结合相关有影响的法规政策，确定了关键销售渠道里的最终用户的定价标准和行为以及推动分销，采购和定价的商业条件。
Background
The client, a global leading medical consumables manufacturer, wanted to develop the optimal pricing strategy that would allow it to keep its leading market position in two different product categories in China and to substantially grow their business according to the opportunities in the market
Solutions
• Established a detailed value chain map for two medical consumable categories
• Verified regulations that influence funding, profiled funding capabilities of potential patients and identified policy circumventions
• Identified end-user pricing standards and behaviors across key sales channels
• Determined commercial conditions that drive distribution, procurement and pricing
Methodology
• Collected more than 1,550 Client and peer SKU selling prices across 80 hospitals and 50 community pharmacies
• Obtained 425 price caps and tender list prices across selected East China cities
• Conducted 230 in-depth interviews (IDIs) in Beijing, Shanghai, Jiangsu, Sichuan and Guangdong
Selected Findings
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