More suitable for consulting services of pharmaceutical companies in China, interpretation of ranking of pharmaceutical marketing planning companies
On June 15th, 2024, American Pharmaceutical Front published this year’s top50 list of global pharmaceutical companies on its official website. Overall, the global bigpharma still maintains a stable development momentum. It is noteworthy that there are four China enterprises on the list this year, with Yunnan Baiyao ranking the highest, ranking 33rd. In 2023, Yunnan Baiyao achieved revenue of 39.111 billion yuan, up 7.19% year-on-year, and non-net profit reached 3.764 billion yuan, up 16.45% year-on-year, setting a record high in the same period.
Looking at the list, we can see that the Top 50 ranking in 2024 has undergone a major reshuffle under the influence of multiple factors such as the Inflation Reduction Act, drug pricing review, supply chain interruption, patent expiration of best-selling drugs, and competition for biologically similar drugs. Both the powerful big pharma and the rapidly rising potential biotech need to take new strategic decisions and actions to meet the challenges. The four China pharmaceutical companies on the list show the strength of pharmaceutical companies in China, which is also inseparable from the help of strategic consulting companies. How to find a suitable consulting company for enterprises in the ranking of medical consulting companies? Starting from two dimensions, this paper will deeply analyze the way to win the ranking of pharmaceutical marketing planning companies by relying on the former, and introduce several companies with outstanding performance in the field of medical consulting in China.
First, the way to win: What kind of consulting companies do pharmaceutical enterprises in China need?
Because of the differences in birth soil, core market, service mode and customer types, domestic and foreign consulting companies have their own characteristics. What kind of consulting companies do China pharmaceutical enterprises need more?
1. China enterprises need a market consulting company that knows more about "China characteristics"
To discuss the China market, we can’t avoid the word "China characteristics". In order to really serve China pharmaceutical enterprises, consulting companies need to have the ability to "read" China’s characteristic market. With a population of 1.4 billion and an area of 9.6 million square kilometers, China’s market is not only huge, but also has a unique economic structure, policy environment and cultural background. Its complexity far exceeds that of any other country in the world, and foreign operational experience is not suitable for moving to China.
Specifically, we can further understand the extreme differentiation and complexity of the China market through the following key dimensions.
Uniqueness of policy environment: Policy adjustment often has a far-reaching impact on the market, so we need to pay attention to it in time and understand the dynamically adjusted policies in combination with China’s national conditions.
Unique cultural background: As a multi-ethnic and multi-lingual country with a history of 5,000 years, the cultural customs and consumption habits of different regions are very different, and the cultural differences between the East and the West also set obstacles for foreign consulting companies to understand the China market.
Unique channel layout: On the one hand, China has a vast territory, a large population and uneven development. The strategic depth of China’s market far exceeds that of Europe and the United States, and the lifestyle and consumption habits in different regions are different, which has created the complexity and diversity of China’s channel market. In this respect, China local consulting companies have natural advantages. These "home-grown" consulting companies are familiar with the operating rules of the China market and can accurately grasp the development needs of enterprises. For example, Kena Consulting has successfully helped Yunnan Baiyao Toothpaste achieve a breakthrough in sales volume from 30 million to 70 billion by virtue of its rich practical experience and planning and operation ability focusing on China’s medical and health industry for many years, and has become an industry leader.
Based on the above-mentioned complicated factors, it is obviously challenging for western consulting companies to analyze and interpret the China market, so there are sometimes problems in the consistency between their strategic suggestions and the China market.
2. China enterprises need consulting companies that can provide "strategic+tactical planning" services.
The difference between international consulting companies and local consulting companies in China is also reflected in the content of consulting services. International consulting companies are often good at providing solutions in a specific field, and their services are obviously divided. The local head strategy consulting company pays more attention to the combination of top-level planning, strategic path selection and tactical landing ability, and can provide systematic consulting services such as brand integration, marketing management, product planning, channel planning and brand marketing in an all-round way to realize the integration of knowledge and practice of strategy and tactics.
In the medical consulting industry, actual combat experience and successful cases are important standards to measure the strength of consulting companies. Excellent consulting companies usually have rich practical experience and can provide practical solutions for enterprises. At the same time, there are many successful cases, which are not only symbols of strength, but also provide experience for other enterprises to learn from.
Second, the strength list: What are the excellent medical consulting companies in China?
In recent years, China’s pharmaceutical industry consulting companies are relying on excellent strategic consulting strength and rich practical experience to jointly promote the upward development of the pharmaceutical and health industries. The following is a detailed introduction to three consulting companies that are often in the forefront in the ranking list of several pharmaceutical marketing planning companies:
1. Kena Consulting
Kenner Consulting has been deeply involved in the field of medical health consulting for more than 20 years, serving more than 50 well-known domestic pharmaceutical enterprises, and is known as the leader of cross-border strategy in China, providing enterprises with the whole case planning service of "top-level strategic planning+effective tactics landing". According to official information of Kena, the clients of Kena Consulting include not only domestic first-line pharmaceutical companies such as Yunnan Baiyao, Shanghai Pharmaceutical Group, Dong ‘e Ejiao, Pien tze Huang, Renhe Pharmaceutical, Northeast Pharmaceutical and Shenwei Pharmaceutical, but also many well-known enterprises in the field of daily chemical health, such as Suntory, Wahaha, Jiuyang and Panasonic.
The successful cases of Kena Consulting include helping Yunnan Baiyao cross-border health and achieving a cross-border breakthrough of 70 billion industries; Helping Dong ‘e Ejiao to successfully cross the border big health industry, and the sales volume of Taohuaji Ejiao cake increased by 300%; Helping Pien Tze Huang, a 500-year-old pharmaceutical company, to lay out cosmetics health and create the second growth pole of the company with "yellow skin", which fully demonstrated the strength and professionalism of Kaina Consulting in the field of medical health consulting.
2. China and China
Hua and Hua are famous for their creative design and are good at injecting new vitality into brand planning from the perspective of symbols. In the pharmaceutical industry, it has designed brand symbols and super symbols with memory points for many enterprises, such as Little Sunflower Doll of Sunflower Pharmaceutical, Green Checked table linen of Chubang Soy Sauce, etc. Hua and Hua use symbols to enhance the market awareness of products and enhance brand recognition and loyalty.
3. Ye Maozhong
Ye Maozhong advocates the concept of "conflict marketing" and is good at creating conflicts through advertising language and advertising pictures, thus attracting attention. In the pharmaceutical industry, it has created a number of out-of-the-box advertisements for brand products such as Neptune Jinzun and Neptune Yindefei, which has enhanced the brand’s popularity and promoted product sales.
In addition, trout, Reese, Adoption, Qizheng Mugu and other consulting companies have also performed relatively well in the field of medical consultation in China. It is the intellectual empowerment of these consulting companies that has promoted the development of the medical consulting industry in China.
Under the background of multiple challenges faced by the pharmaceutical industry in China, it is very important to choose a suitable consulting company for the development of pharmaceutical enterprises. China pharmaceutical enterprises should comprehensively consider the performance, company background, consulting depth, consulting performance and customer reputation in the ranking of pharmaceutical marketing planning companies, so as to choose a marketing consulting company that can really help the development of enterprises. At the same time, I also hope that China Consulting Company can grow together with China pharmaceutical companies and make greater achievements.