麦肯锡给医药行业的报告书培训课件.ppt

麦肯锡给医药行业的报告书McKinseyBroadMarketStudyProcessBROADMARKETDRUGSINCLUDEOTCAND“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,COUNTYLEVELANDABOVECONSUMEADOMINANTSHAREOFSIBELIUMMcKinseyBroadMarketProposalWENEEDTOSOLVETHREECRITICALISSUESTOACHIEVEOURASPIRATIONFORBROADMARKETDURINGOURKILLERIDEAWORKSHOP,WEDEVELOPEDFOURSETSOFHYPOTHESISTOBETESTEDINPILOTCommentsontheMcKinseyProposedInitiativesCommentsontheMcKinseyProposedInitiativesXJPCOULDADOPTATHREE-PHASEDACTIONPLANTOESTABLISHANDMAINTAINDOMINANTPOSITIONINBROADMARKETREVENUEFORECASTOFNATIONALROLL-OUTEyeOpeningKeyLearningsOurConclusionsOurProposedActi