Importance of Consumer Insights for Brand Building by Medical Entrepreneurs
By: Mohanty, Ragini N
Contributor(s): Shah, Richa | Kumar, Anjali
Material type:
ArticlePublisher: 2015Description: 506 - 532Subject(s): Medical Entrepreneurs | Medical Entrepreneurship | Branding | Marketing | Consumer Behaviour | Wellness | Entrepreneurial Marketing | Entrepreneurship | Eleventh Biennial Conference On Entrepre | Biennial Conference PapersOnline resources: Click here to access online
In:
Eleventh Biennial Conference on Entrepreneurship/ Edited by Sasi Misra, Dinesh Awasthi, Ganapathi BatthiniSummary: The rapidly growing skin care market in India, is worth Rs. 36 billion, and has attracted the attention of leading global players. The number of dermatologists has almost doubled in the last five years. The field of clinical dermatology is expected to prosper even in the rural areas given the increased awareness and availability of knowledgeable/skilled doctors and advancement in painless dermal procedures. The consumers are spoilt for choices in brand preferences. In this competitive scenario, it is quite challenging for the new start-up medical entrepreneurs to get strong rooting in the consumer minds. Knowledge about consumer behavior will help them to design brand awareness strategies to develop long-term consumer relationship. The aim of this paper is to understand the importance of consumer insights for brand building in medical entrepreneurship. Major findings of the study are: Dry skin, Oily Skin, acnes, pigmentation sun burns are the common skin issues faced by youth today. Some of the common hair issues faced by them are oily scalp, dry scalp, dandruff & hair fall. Females desire affordable beauty packages and tattoos with access route to the clinic and clinic location...
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The rapidly growing skin care market in India, is worth Rs. 36 billion, and has attracted the attention of leading global players. The number of dermatologists has almost doubled in the last five years. The field of clinical dermatology is expected to prosper even in the rural areas given the increased awareness and availability of knowledgeable/skilled doctors and advancement in painless dermal procedures. The consumers are spoilt for choices in brand preferences. In this competitive scenario, it is quite challenging for the new start-up medical entrepreneurs to get strong rooting in the consumer minds. Knowledge about consumer behavior will help them to design brand awareness strategies to develop long-term consumer relationship. The aim of this paper is to understand the importance of consumer insights for brand building in medical entrepreneurship. Major findings of the study are: Dry skin, Oily Skin, acnes, pigmentation sun burns are the common skin issues faced by youth today. Some of the common hair issues faced by them are oily scalp, dry scalp, dandruff & hair fall. Females desire affordable beauty packages and tattoos with access route to the clinic and clinic location...
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