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市場調查報告書

消費者保健產業上數位行銷 & 電子商務

Digital Marketing & e-Commerce

出版商 Nicholas Hall & Company 商品編碼 912140
出版日期 內容資訊 英文
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消費者保健產業上數位行銷 & 電子商務 Digital Marketing & e-Commerce
出版日期: 2019年11月29日內容資訊: 英文
簡介

調查 本報告提供消費者保健產業上數位行銷及電子商務趨勢,主要經營者的數位行銷,電子商務,E藥房的措施,案例研究,各地區的相關法律,市場機會分析,未來展望等彙整資料。

簡介

數位行銷

  • 概要
  • 數位的重要性:Nicholas Hall的見解
  • 對GSK的數位的承諾
  • 反對意見
  • 社群媒體
  • 案例研究
    • Mucinex
    • Advil
    • SmartyPants
    • Tylenol
    • Emergen-C
    • Centrum
  • 消費者的影響者
  • 案例研究
    • C&C by Clean & Clear
    • Olly
  • 搜尋連鎖型廣告
  • 案例研究
    • Clearblue
    • BabyCenter
  • D2C、第三方賣方
  • 案例研究
    • Kindra
    • Proactiv
    • Swisse
  • 可見度
  • 應用
  • OTC前十大企業的數位策略
    • GSK / Pfizer
    • J&J
    • Sanofi
    • Bayer
    • RB
    • P&G
    • 大正製藥
    • 武田藥品工業
    • Novartis
    • China Resources 999
  • 主要的教訓

電子商務

  • 概要
  • 電子商務的各種類型
  • 虛擬助手
  • 對話式商務 / 聊天機器人
  • 全球消費者取向健康市場
  • 電子商務市場:各主要國家
  • 主要市場行銷
  • 領導品牌
  • 主要電子商務品牌
    • Puritan's Pride
    • Swanson
    • Swisse
    • Blackmores
    • Fancl
    • Blueberry Eye
    • By-Health
    • Healthy Directions
    • 小林製藥
  • D2C品牌
  • 電子商務相關法律:各地區
  • 零售業者的簡介
    • Flipkart
    • Alibaba Group
    • Tmall
    • Kaola
    • Amazon
  • Amazon的OTC品牌
    • Advil
    • Little Remedies
    • Mucinex
    • Sea-Band
    • Dulcolax
    • Aveeno

E藥房

  • 概要
  • 法律規章:各地區
  • 美國的數位健康:概要
  • Walmart
  • Amazon
  • 英國的數位健康:概要
  • Boots Online
  • Uwell
  • 中國的E健康服務
  • 亞洲以外的聯盟經營者
    • Kimia Farma
    • Medlife
    • a:care
  • 印度的E健康
  • 澳洲的數位轉型
  • 展望

總論

  • 電子商務的預測
  • 主要的教訓、市場機會
目錄

Digital Marketing is now considered by many Consumer Healthcare players to be the most important way to engage with consumers and healthcare professionals. As a means of influencing brand choice, digital marketing is rapidly usurping more traditional media such as TV and print, with a rise in the use of social media platforms, blogging, online video content, etc. The importance of social media in influencing consumer purchases and the wealth of knowledge available to consumers online to make increasingly informed choices (including ease of price comparison) are evolving the way consumers purchase and interact with brands.

e-Commerce is currently the most dynamic channel in the CHC industry, accounting for 9% of all CHC sales globally, a share expected to rise to 16% in the next ten years. Already hugely important in the major markets of China, USA, Japan and Germany, online healthcare sales are expanding rapidly in all markets where permitted. Rapid e-Commerce expansion is fuelled by online discounting, the emergence of high-speed mobile data, and increasingly secure and speedy payment methods, all of which are leading consumers to embrace the convenience of purchasing healthcare products online.

This all-new report from Nicholas Hall will take a dive into the world of e-Commerce and Digital Marketing, profiling key players and brands, assessing strategies, developments and regulations, and looking to the future. In doing so, the report will endeavour to address burning questions like:

  • How large is the current online market for consumer health brands, how fast is it growing and which markets and brands are driving growth? How big can it become in the next decade?
  • Which CH brands are employing effective digital marketing strategies, and what can be learned from the best examples?
  • Are the leading OTC marketers investing in e-Commerce? Do they have online platforms for their brands?
  • How are the major online retailers like Amazon, Tmall and Flipkart affecting the healthcare market?
  • How important is social media? What role do consumer influencers play?
  • What is the regulatory framework and how does it differ from market to market?
  • What can be sold and who can sell online?
  • How does e-Pharmacy fit into the picture and what are the opportunities & challenges?

Table of Contents

Introduction

Digital marketing

  • Overview
  • The importance of Digital - Nicholas Hall's View
  • GSK shows commitment to digital
  • Dissenting voices
  • Social media
  • Mucinex case study
  • Advil case study
  • SmartyPants case study
  • Tylenol case study
  • Emergen-C case study
  • Centrum case study
  • Consumer influencers
  • C&C by Clean & Clear case study
  • Olly case study
  • Paid search
  • Clearblue case study
  • BabyCenter case study
  • Direct to consumer or third party seller?
  • Kindra case study
  • Proactiv case study
  • Swisse case study
  • Viewability
  • Apps
  • Digital strategies of the OTC Top 10
    • GSK / Pfizer
    • J&J
    • Sanofi
    • Bayer
    • RB
    • P&G
    • Taisho
    • Takeda
    • Novartis
    • China Resources 999
  • Key lessons

e-Commerce

  • Overview
  • Types of e-Commerce
  • Virtual assistants
  • Conversational commerce / Chatbots
  • Global consumer health market
  • e-Commerce markets
    • China
    • Japan
    • Australia
    • India
    • USA
    • Germany
    • UK
    • Rest of Europe
    • Brazil
    • Mexico
  • Leading marketers
  • Leading brands
  • Leading e-Commerce brands
    • Puritan's Pride
    • Swanson
    • Swisse
    • Blackmores
    • Fancl
    • Blueberry Eye
    • By-Health
    • Healthy Directions
    • Kobayashi
  • Direct-to-consumer brands
  • e-Commerce regulations
    • USA
    • Japan
    • China
    • India
    • Australia
    • Germany
    • UK
    • France
    • Italy
    • Spain
    • Poland
    • Russia
    • Brazil
    • Mexico
    • Advertising
  • Retailer profiles
    • Flipkart
    • Alibaba Group
    • Tmall
    • Kaola
    • Amazon
  • OTC brands on Amazon
    • Advil
    • Little Remedies
    • Mucinex
    • Sea-Band
    • Dulcolax
    • Aveeno

e-Pharmacy

  • Overview
  • Regulatory overview of key markets
  • Snapshot of digital health in the USA
  • Walmart
  • Amazon
  • Snapshot of digital health in the UK
  • Boots Online
  • Uwell
  • e-Health services in China
  • Other partnerships in Asia
  • Kimia Farma
  • Medlife
  • a:care
  • Other e-Health activity in India
  • Australia's "digital transformation"
  • Outlook

Conclusion

  • Forecasts for e-Commerce
  • Key lessons & opportunities
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