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1、McKinseyBroadMarketStudyProcess Projectdesign Q1 2003 ProjectreviewwithlocalandregionalJ Cteam Apr 03 Surveymarketselection Apr 03 Fieldworkin2citiesinShandong May03 1stinterimreport mid June03 Fieldworkin2citiesinSichuan mid June mid July03 2ndinterimreportandKillerIdeaworkshop endJuly03 Finalrepor
2、t Aug 03 Presentationtocorporatemanagement Sept 03 BROADMARKETCANBEDEFINEDASCLASS2HOSPITALSANDBELOWATREGIONALCITYLEVELANDALLHEALTHCAREINSITITUTIONSATCOUNTYLEVELANDBELOW Regionalcity County Town Village Class3hospital Class2 belowhospital Pharmacy Clinic Broadmarket Source McKinseyanalysis BROADMARKE
3、TDRUGSINCLUDEOTCAND OUTPATIENT RxDRUGS Source McKinseyanalysis Targetingeasilydiagnosed non lifethreateningdiseases Easytouse Relativelycheap Relativelysafewithfewsideeffect Examples OTC Mature New Motilium Gyno Daktarin Rx Outpatient In hospital Sporanox Sibelium Cipramil Broadmarketdrugs McKinseyK
4、eyFindingsOverallMarketSituation BROADMARKETREPRESENTS94 OFOVERALLDEMANDFORBROADMARKETDRUGS Class3hospital BroadmarketdrugsalesbreakdownbygeographyPercent Foronly2accordingcities DataforonlySichuanprovinceSource Interviewwithdistributors hospitals pharmaciesMcKinseyanalysis All4cities Broadmarketrep
5、resents94 ofdemand 100 3 6 2 3 1 3 BnRMB Shandong Sichuan City 100 21 6 2 MnRMB County Town Village Motilium Gyno Daktarin Sibelium Broadmarket SalesbreakdownofproductPercent Otherchannelatcitylevel GDPpercapita ofcounty 9 19932 11 30018 5 80114 Countyiscriticalforbroadmarket DUETOLOWINSURANCECOVERA
6、GEANDRECENTREIMBURSEMENTPOLICIYCHANGES MOSTPATIENTSPAYBROADMARKETDRUGSBYTHEMSELVES InsurancecoverageinYantai Jining Forthosewithinsurance theycanusetheirpersonalaccounts RMB100 300peryear tocovertheirbroadmarketdrugexpenseInlooselycontrolledregion likeYantai patientscantreatthepersonalaccountsassavi
7、ngsaccountPatientspayontheirownaftertheaccountbalanceiszeroAmajorityofpopulationdoesnothaveinsuranceTheypaybroadmarketdrugsbythemselves Insured Self pay Total City County Town Village 3 5 95 97 20 30 70 80 10 15 85 90 1 99 0 100 Source Interview focusgroup McKinseyanalysis PATIENTSGOTOPHARMACY CLINI
8、CSFORMINORSYMPTOMS Source Interview McKinseyanalysis Drivers IncreasedpricesensitivityChangedmedicalinsurancepolicyImprovedhighwayinfrastructureRichinformationaccessTVNewspaperIncreasedlifepaceNotimetovisithospitalPharmaceuticalmarketderegulationpolicyMoreandmorepharmacies clinicsConvenientlylocated
9、 Severesymptoms Townhospital Minorsymptoms Largesthospitalsincityandcounty Middle smallhospitalsincityandcounty Pharmacy clinics Ruralpatients Citypatients ALARGEPROPORTIONOFDRUGSALESCOMESFROMRETAILPHARMACIES PHARMACYCLERKSBECOMEINFLUENTIAL 40 ofthepatientschangedtheirmindinpharmacySource Interview
10、Focusgroup McKinseyanalysis Whatmakesyouchangeyourperceiveddrugs PharmacypatientsurveyPercent Shandongcitylevel Perceiveddrugnotavailable persuadedbypharmacyclerk Perceiveddrugavailablebutpersuadedbypharmacyclerk Changedmindbymyself WhenIgotothepharmacywithoutadruginmind Ijustaskthepharmacyclerktore
11、commend ThenIwillcheckthedrug sintroductionsheet ifthisdrugcoversmydisease Iwillhaveatry Yibincitylevelfocusgroup TotaldrugsalesbreakdownPercent Pharmacy Hospital Clinics Overall Motilium GynoDaktarin Sibelium CLINICSAREPLAYINGIMPORTANTROLEESPECIALLYATCOUNTYANDTOWNANDBELOW Source Interview McKinseya
12、nalysis Clinics shareintotaldrugsalesPercent Overall County Town Village 36 26 34 100 Sichuan Shandong City 8 27 8 27 100 3 G I CategoryReview Morethanhalfofpatientsgoingtolargehospitalswillpurchasedrugatretailpharmacies Brandedgenericdrugsreferringtogenericdrugsthatrunadvertising creatingbrandaware
13、nessinconsumersSource Physicianandpharmacyinterviews McKinseyanalysis FORGIDISFUNCTIONDRUGSASAWHOLETHEREISSIGNIFICANTLATENTDEMAND PEOPLEGENERALLYSEEKTREATMENTINCLINICSANDPHARMACIES Latentmarketdemand60 oftotalpatientsdonotseekanytreatmentAsmarketleader increasingawarenessforMotiliumtofurtherboosttre
14、atmentrateisoneofthekeydemandleversSmallclinicsandpharmaciesareimportantchannels75 ofpatientsseekingtreatmentgotoclinicsandpharmacies Totalincidence Donotseektreatment Gotolargehospital Gotosmallclinic Selfmedicateatpharmacy Seektreatment Notaware Percent Motilium smarketshare Motiliumhasavastroomfo
15、rgrowbecauseofsignificantleakagealongthepatientflow60 ofGIpatientsthatdoseektreatmentCurrentmarketshareof4 whichcouldbegrownfurtherAmongthe40 peoplewhoseekGItreatment about30 wouldbuybandedgenericdrugs whiletherestwouldbuynon brandgenericdrugs 1 6 FORGIDRUGS POLARIZATIONISBECOMINGMOREOBVIOUS Anecdot
16、es Quantitativeexamples Sub TAsalesbychannelPercent Source Hospitalpharmacyinterviews retailpharmacyinterviews McKinseyanalysis 1997 1999 2002 RetailPharmacy Hospital Clinic Unlikethingsinthepast patientsnowadaysgenerallytrytoavoidcomingtohospitalsbecauseofhospitals expensivecharges ForGIdisease mostpeoplecanjudgebythemselves Sotheyusuallyprefertogotopharmaciesorclinicstobuydrugs QixiaGIphysicianinterview MostGIpatientsarerepeatingpatients Theyknowwhichdrugstobuy andwherethedrugsarecheap Sous
