麦肯锡给医药行业撰写的报告.ppt

McKinseywascommissionedinQ1,2003to:
providededicatedeffortinconductingin-depthmarketsurveyandcollectdetailedinformationfrom4citieswithin2provincestoidentifythekeygrowthdriversinChina’sbroadmarket;
4productcategorieswereincluded:G.I.(Motilium),OBGY(Gyno.),NailInfection(Sporanox)&Vertigo(Sibelium)
provideobjectiveassessmentaboutthebroadmarketopportunity(notincludinganyurbancentres);
providebusinessmodel/proposalforXJPtocapturethebroadmarketMcKinseyBroadMarketStudyProcessBROADMARKETDRUGSINCLUDEOTCAND“OUTPATIENT”RxDRUGSMcKinseyKeyFindingsOverallMarketSituationBROADMARKETREPRESENTS94%OFOVERALLDEMANDFORBROADMARKETDRUGSDUETOLOWINSURANCECOVERAGEANDRECENTREIMBURSEMENTPOLICIYCHANGES,MOSTPATIENTSPAYBROADMARKETDRUGSBYTHEMSELVESPATIENTSGOTOPHARMACY/CLINICSFORMINORSYMPTOMSALARGEPROPORTIONOFDRUGSALESCOMESFROMRETAILPHARMACIES;PHARMACYCLERKSBECOMEINFLUENTIALG.I.CategoryReviewFORGIDRUGS,POLARIZATIONISBECOMINGMOREOBVIOUSSALESOFGIDRUGSAREMORECONCENTRATEDTOWARDSVILLAGEANDCOUNTY,WHILETHEMARKETISFRAGMENTEDWITHMANYDIFFERENTDRUGSINBROADMARKET,MOTILIUMISLOSINGOUTBIGTIMEINRETAILPHARMACYCHANNEL……ANDINCOUNTYGEOGRAPHYVaginalInfectionCategoryReviewFORVAGINALINFECTIONS,PATIENTSAREMOREAWAREOFTHEDISEASEANDGOTOHOSPITALFORTREATMENTFORGYNODAKTARIN,HOSPITALISCRITICALFORPRESCRIPTIONBUTPURCHASINGHASBEENGRADUALLYSHIFTINGTORETAILPHARMACYINADDITION,GYNODAKTARINNEEDSTOGROWTHEMARKETSHAREESPECIALLYTHOSEOFCOUNTYANDTOWNNailFungalInfectionCategoryReviewFORTINEAUNQUIUMDRUGS,DEMANDLATENCYISEVENHIGHERHOSPITALCHANNELISSTILLDOMINATINGTINEAUNQUIUMDRUGMARKETWHILEPHARMACYCHANNELISPICKINGUP * Othersincludingaroundfivedrugs,suchasHuihuangmeisu（灰黄霉素）,Lisulao（里素劳）,Lianghuija（亮灰甲）etc.
Source: Distributorinterviews;physicianinterviews;patientinterviews;McKinseyanalysisSource: Distributorinterviews;physicianinterviews;patientinterviews;McKinseyanalysisPRICEISAHUGEISSUEFORSPORANOXFORSPORANOX,XJPSHOULDCONTINUETOFOCUSONHOSPITALS……ANDATCITYANDRICHCOUNTIESVertigoDrugCategoryReviewBYGEOGRAPHY,COUNTYLEVELANDABOVECONSUMEADOMINANTSHAREOF