麦肯锡给医药行业的报告

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1、McKinseywascommissionedinQ1,2003to:providededicatedeffortinconductingin-depthmarketsurveyandcollectdetailedinformationfrom4citieswithin2provincestoidentifythekeygrowthdriversinChina’sbroadmarket;4productcategorieswereincluded:G.I.(Motilium),OBGY(Gyno.),NailInfection(

2、Sporanox)&Vertigo(Sibelium)provideobjectiveassessmentaboutthebroadmarketopportunity(notincludinganyurbancentres);providebusinessmodel/proposalforXJPtocapturethebroadmarketMcKinseyBroadMarketStudyProcessProjectdesign(Q1,2003)ProjectreviewwithlocalandregionalJ-Cteam(Ap

3、r.03)Surveymarketselection(Apr.03)Fieldworkin2citiesinShandong(May03)1stinterimreport(mid-June03)Fieldworkin2citiesinSichuan(mid-June–mid-July03)2ndinterimreportandKillerIdeaworkshop(endJuly03)Finalreport(Aug.03)Presentationtocorporatemanagement(Sept.03)BROADMARKETCA

4、NBEDEFINEDASCLASS2HOSPITALSANDBELOWATREGIONALCITYLEVELANDALLHEALTHCAREINSITITUTIONSATCOUNTYLEVELANDBELOWRegionalcityCountyTownVillageClass3hospitalClass2&belowhospitalPharmacyClinicBroadmarketSource:McKinseyanalysisBROADMARKETDRUGSINCLUDEOTCAND“OUTPATIENT”RxDRUGSSour

5、ce:McKinseyanalysisTargetingeasilydiagnosed,non-lifethreateningdiseasesEasytouseRelativelycheapRelativelysafewithfewsideeffectExamplesOTCMatureNewMotiliumGyno-DaktarinRxOutpatientIn-hospitalSporanox/SibeliumCipramilBroadmarketdrugsMcKinseyKeyFindingsOverallMarketSi

6、tuationBROADMARKETREPRESENTS94%OFOVERALLDEMANDFORBROADMARKETDRUGSClass3hospitalBroadmarketdrugsalesbreakdownbygeographyPercent*Foronly2accordingcities**DataforonlySichuanprovinceSource:Interviewwithdistributors,hospitals,pharmacies&clinics;McKinseyanalysisAll4citiesB

7、roadmarketrepresents94%ofdemand100%=3.62.31.3BnRMBShandong*Sichuan*City100%=2162MnRMBCountyTownVillageMotiliumGyno-DaktarinSibelium**BroadmarketSalesbreakdownofXJPproductPercentOtherchannelatcitylevelGDPpercapita:#ofcounty9,1993211,300185,80114Countyiscriticalforbroa

8、dmarketDUETOLOWINSURANCECOVERAGEANDRECENTREIMBURSEMENTPOLICIYCHANGES,MOSTPATIENTSPAYBROADMARKETDRUGSBYTHEMSELVESInsurancecoveragein