Market segments behavior analysis
Only professional doctors who were previously trained in specialized courses and institutions can apply injection techniques. The place to conduct aesthetic medicine procedures must be registered and have a license for the provision of services, and should be equipped with medical offices. Basically, doctors practicing the office rentals in a clinic or hospital. Injectable preparations, which can be used in clinics, are classified as type 3 Medical Device. Only the ones that have EU labeling can be registered and applied by cosmetologists. The procedure of registration is different for the regular cosmetical products (non-injectables) - it's easier, faster and can be done online. Usually doctors prefer to receive offers about new products from their distributors, which gives us more opportunities. The price of the product plays significant role - doctors want to purchase goods not too expensive, but at the same time there is a risk of a believe that if the price is low, the quality will be low as well. The visits are usually conducted if there are partnership relations between the distributor and B2B client. For example, the presentation of the new product, or a new offer of the same company. The direct competitors of the Institute Hyalual have their distribution network and usually its in-house division. Opinion leaders are essential for development of business in the new geographical area. Each OL has its own working conditions, but motivation for each of them is the same - financial compensation. Important participants and industry specialists can be found on the exhibitions and congresses. They can work and promote the product starting from the lectures on the workshops for the new aesthetic medicine specialists and writing publications, reports on congresses. Nevertheless, it's important to contact the opinion leaders with the ready worked-out offers. The development of specific offers of cooperation should be a priority before initiating contact with OL. Patients who are classified as high-income willing to invest in a healthy beauty. They spend more and focus on enhancing the physiological processes of the body - respectively, they prefer bio revitalisation several sessions for the natural improvement of the skin quality. Those patients whose income is lower want instant and lasting effect for less money, they are potential consumers of treatments using fillers. The ratio F / M - 70/30%, aged 28 to 55 years
Personnel.
After carrying out the market research, we concluded that for the company its essential to find Country Sales Manager, who will monitor and promote products in Spain. The employee must have experience in aesthetic medicine, to know the subtleties and specialities of sales in the Spanish market, understand the mentality and buying ability of the Spaniards, already have a large customer base - have links with doctors, clinics, opinion leaders who are interested in the use of products based on hyaluronic acid . In addition to this need, at the beginning of sales in Spain, we need at least 3 Sales Managers, who will work in different geographic areas, as in Spain, the largest sales territory (Barcelona, Madrid, the South Coast, and the islands) require a different approach.