Research On Marketing Strategies For Chronic Disease Management Services At Nepstar Chain Drugstore

The seventh national population census data shows that the aging rate of China’s population is significantly accelerating,and the number of chronic disease patients will continue to increase.At the same time,the implementation of normalized epidemic prevention and control measures has also promoted retail pharmacies opened at the doorstep of people to become important places for disease management and health consultation for chronic disease patients.Under the influence of numerous factors,the public’s demand for health management in retail pharmacies has become increasingly prominent and diversified.Due to the long duration and easy recurrence of chronic diseases,pharmacies urgently need to establish a one-stop professional health management service with hospitals and individuals,playing an important role in building a strong public health system in China.However,in reality,opportunities and adjustments coexist,and currently,pharmacies face problems such as decreased sales and profits,and difficulty in controlling operating costs.In this context,this article focuses on the customer satisfaction of Nepstar Chain Drugstore in chronic disease management,exploring methods to improve the quality of chronic disease management services and pharmaceutical services,enhancing customer satisfaction,increasing customer stickiness,and enhancing the satisfaction of resident professional pharmacists.The aim is to seek breakthroughs in Nepstar Chain Drugstore’s marketing strategy for chronic disease management services.Firstly,based on previous research findings,this article defines the concepts of chronic disease management,customer satisfaction,and employee satisfaction in pharmacies,and sorts out service marketing theories as the theoretical basis for the research on satisfaction based chronic disease management service marketing strategies at Nepstar Chain Drugstore.Then,the current situation of Nepstar Chain Drugstore as a retail pharmacy for chronic disease management services was studied,using methods such as literature research,questionnaire survey,interview,and field investigation.The sample scope of the questionnaire survey research is customers who purchase chronic disease medication at the Chengdu Nepstar Chain Drugstore.Using statistical software SPSS20.0 for data input,factor analysis,and regression analysis,the importance order of customer needs is determined through satisfaction scores and indicator weights.The unmet needs of the pharmacy and key service measures that need improvement are identified,and the current problems in various aspects are analyzed to provide guidance and reference for the pharmacy to optimize service projects,allocate resources reasonably,and develop optimized marketing strategies.Based on satisfaction questionnaire analysis,identify the areas that need to be improved in the marketing strategy of Nepstar Chain Drugstore’s chronic disease management service.Summarize the overview of seven points: firstly,provide different product combinations for different groups to improve the quality of chronic disease management service content;Secondly,adjust the prices of high-end products and establish obvious preferential policies for new customers;Thirdly,enrich promotion methods to increase promotion frequency;Fourthly,develop internet channels and explore models for online chronic disease management;Fifth,do a good job in personnel training to enhance customer trust.Sixth,enhance the image of basic services,create a good reputation,and attach importance to the promotion of Nepstar Chain Drugstore’s chronic disease management services;Seventh,complete the closed-loop follow-up service for chronic diseases in the later stage.To ensure the effective implementation of the above strategies,the following four measures are formulated,including paying attention to national policy adjustments,maintaining close upstream and downstream relationships in the industrial chain,strengthening talent team construction,and improving information efficiency.