【精选】麦肯锡给医药行业的报告.ppt

McKinseywascommissionedinQ12003to:providededicatedeffortinconductingin-depthmarketsurveyandcollectdetailedinformationfrom4citieswithin2provincestoidentifythekeygrowthdriversinChina’sbroadmarket;4productcategorieswereincluded:G.I.(Motilium)OBGY(Gyno.)NailInfection(Sporanox)&Vertigo(Sibelium)provideobjectiveassessmentaboutthebroadmarketopportunity(notincludinganyurbancentres);providebusinessmodel/proposalforXJPtocapturethebroadmarketMcKinseyBroadMarketStudyProcessBROADMARKETCANBEDEFINEDASCLASS2HOSPITALSANDBELOWATREGIONALCITYLEVELANDALLHEALTHCAREINSITITUTIONSATCOUNTYLEVELANDBELOWBROADMARKETDRUGSINCLUDEOTCAND“OUTPATIENT”RxDRUGSMcKinseyKeyFindingsOverallMarketSituationBROADMARKETREPRESENTS94%OFOVERALLDEMANDFORBROADMARKETDRUGSDUETOLOWINSURANCECOVERAGEANDRECENTREIMBURSEMENTPOLICIYCHANGESMOSTPATIENTSPAYBROADMARKETDRUGSBYTHEMSELVESPATIENTSGOTOPHARMACY/CLINICSFORMINORSYMPTOMSALARGEPROPORTIONOFDRUGSALESCOMESFROMRETAILPHARMACIES;PHARMACYCLERKSBECOMEINFLUENTIALCLINICSAREPLAYINGIMPORTANTROLEESPECIALLYATCOUNTYANDTOWNANDBELOWG.I.CategoryReview*Morethanhalfofpatientsgoingtolargehospitalswillpurchasedrugatretailpharmacies**BrandedgenericdrugsreferringtogenericdrugsthatrunadvertisingcreatingbrandawarenessinconsumersSource:Physicianandpharmacyinterviews;McKinseyanalysisFORGIDRUGSPOLARIZATIONISBECOMINGMOREOBVIOUSSALESOFGIDRUGSAREMORECONCENTRATEDTOWARDSVILLAGEANDCOUNTYWHILETHEMARKETISFRAGMENTEDWITHMANYDIFFERENTDRUGSINBROADMARKETMOTILIUMISLOSINGOUTBIGTIMEINRETAILPHARMACYCHANNEL……ANDINCOUNTYGEOGRAPHYVaginalInfectionCategoryReviewFORVAGINALINFECTIONSPATIENTSAREMOREAWAREOFTHEDISEASEANDGOTOHOSPITALFORTREATMENTFORGYNODAKTARINHOSPITALISCRITICALFORPRESCRIPTIONBUTPURCHASINGHASBEENGRADUALLYSHIFTINGTO