麦肯锡给医药行业的报告|Powerpoint模板

麦肯锡给医药行业的报告

McKinsey was commissioned in Q1, 2003 to:
provide dedicated effort in conducting in-depth market survey and collect detailed information from 4 cities within 2 provinces to identify the key growth drivers in China’s broad market;
4 product categories were included: G.I. (Motilium), OBGY (Gyno.), Nail Infection (Sporanox) & Vertigo (Sibelium)
provide objective assessment about the broad market opportunity (not including any urban centres);
provide business model / proposal for XJP to capture the broad market
McKinsey Broad Market Study Process
Project design (Q1, 2003)
Project review with local and regional J-C team (Apr. 03)
Survey market selection (Apr. 03)
Field work in 2 cities in Shandong (May 03)
1st interim report (mid-June 03)
Field work in 2 cities in Sichuan (mid-June – mid-July 03)
2nd interim report and Killer Idea workshop (end July 03)
Final report (Aug. 03)
Presentation to corporate management (Sept. 03)

BROAD MARKET CAN BE DEFINED AS CLASS 2 HOSPITALS AND BELOW AT REGIONAL CITY LEVEL AND ALL HEALTH CARE INSITITUTIONS AT COUNTY LEVEL AND BELOW
BROAD MARKET DRUGS INCLUDE OTC AND “OUT PATIENT” Rx DRUGS
McKinsey Key FindingsOverall Market Situation
BROAD MARKET REPRESENTS 94% OF OVERALL DEMAND FOR BROAD MARKET DRUGS
Class 3 hospital
DUE TO LOW INSURANCE COVERAGE AND RECENT REIMBURSEMENT POLICIY CHANGES, MOST PATIENTS PAY BROAD MARKET DRUGS BY THEMSELVES
Insurance coverage in Yantai & Jining
PATIENTS GO TO PHARMACY/CLINICS FOR MINOR SYMPTOMS
A LARGE PROPORTION OF DRUG SALES COMES FROM RETAIL PHARMACIES; PHARMACY CLERKS BECOME INFLUENTIAL
CLINICS ARE PLAYING IMPORTANT ROLE ESPECIALLY AT COUNTY AND TOWN AND BELOW
G.I. Category Review
FOR GI DISFUNCTION DRUGS AS A WHOLE THERE IS SIGNIFICANT LATENT DEMAND; PEOPLE GENERALLY SEEK TREATMENT IN CLINICS AND PHARMACIES
FOR GI DRUGS, POLARIZATION IS BECOMING MORE OBVIOUS
SALES OF GI DRUGS ARE MORE CONCENTRATED TOWARDS VILLAGE AND COUNTY, WHILE THE MARKET IS FRAGMENTED WITH MANY DIFFERENT DRUGS
IN BROAD MARKET, MOTILIUM IS LOSING OUT BIG TIME IN RETAIL PHARMACY CHANNEL …
… AND IN COUNTY GEOGRAPHY
Vaginal Infection Category Review
FOR VAGINAL INFECTIONS, PATIENTS ARE MORE AWARE OF THE DISEASE AND GO TO HOSPITAL FOR TREATMENT
FOR GYNO DAKTARIN, HOSPITAL IS CRITICAL FOR PRESCRIPTION BUT PURCHASING HAS BEEN GRADUALLY SHIFTING TO RETAIL PHARMACY
IN ADDITION, GYNO DAKTARIN NEEDS TO GROW THE MARKET SHARE ESPECIALLY THOSE OF COUNTY AND TOWN
Nail Fungal Infection Category Review
FOR TINEA UNQUIUM DRUGS, DEMAND LATENCY IS EVEN HIGHER
HOSPITAL CHANNEL IS STILL DOMINATING TINEA UNQUIUM DRUG MARKET WHILE PHARMACY CHANNEL IS PICKING UP
THERE  ARE ONLY A FEW COMPETITORS AT CITY AND COUNTY LEVEL FOR SPORANOX; LIANGJIA IS DOING BETTER THAN SPORANOX AT RETAIL PHARMACIES DUE TO HEAVY ADVERTISING
THERE  ARE ONLY A FEW COMPETITORS AT CITY AND COUNTY LEVEL FOR SPORANOX; LIANGJIA IS DOING BETTER THAN SPORANOX AT RETAIL PHARMACIES DUE TO HEAVY ADVERTISING
PRICE IS A HUGE ISSUE FOR SPORANOX
FOR SPORANOX, XJP SHOULD CONTINUE TO FOCUS ON HOSPITALS …
… AND AT CITY AND RICH COUNTIES
Vertigo Drug Category Review
THERE IS UNTAPPED DEMAND IN TWO OF THE THREE PRODUCT-RELATED TAs
BY GEOGRAPHY, COUNTY LEVEL AND ABOVE CONSUME A DOMINANT SHARE OF SIBELIUM
McKinsey Broad Market Proposal
WE NEED TO SOLVE THREE CRITICAL ISSUES TO ACHIEVE OUR ASPIRATION FOR BROAD MARKET
XJP NEEDS TO INVEST TO CAPTURE THE GREAT POTENTIAL IN BROAD MARKET
DURING OUR KILLER IDEA WORKSHOP, WE DEVELOPED FOUR SETS OF HYPOTHESIS TO BE TESTED IN PILOT
Comments on the McKinsey Proposed Initiatives
Hospital Seeding
Besides testing the idea to conduct professional detailing to the county hospitals, we also want to provide coverage among the smaller hospitals (Tier I & II ) in the urban cities to compare the R.O.I.s

Pharmacy Plus
We have seen competitors (like SiDaShu) sales growth via aggressive coverage and promotion among the drugstores in the richer countis.  So, this is definitely worth testing.

Comments on the McKinsey Proposed Initiatives
Distributor Drive
We have expanded our distribution network to include almost 1,000 sub-distributors in the last 3 years.  We will try to test the sales impact if we invest more program and resources among them.

Turbo CME
We have started CME program among county hospital doctors.  It would be interested to find out the sales contribution if we conduct the program among the barefoot doctors.

XJP COULD ADOPT A THREE-PHASED ACTION PLAN TO ESTABLISH AND MAINTAIN DOMINANT POSITION IN BROAD MARKET
REVENUE FORECAST OF  NATIONAL ROLL-OUT
Eye Opening Key Learnings
Development of G.P. clinics
Lack of sensitivity of reimbursement in the broad market due to new M.I. System
Speed of retail drugstore development and influence in patient product choice
Prescription spill over to the retail outlets
Our Conclusions
The potential of the broad market is once again confirmed by the McKinsey study
The fast development of drugstores and the polarization of hospitals sales are aligned with our understanding
Agree with McKinsey’s finding regarding our share loss in the broad market (especially among county level drugstores) to local competitors and generic products
Testing the different proposal initiatives with dedicated resources and monitoring effort will enable us to focus on the key business drivers for future broad market expansion

Our Proposed Action Steps
Seek management approval for the broad market pilot test in 2004
Assume approval is obtained before Nov. 1,
Select internal candidate to be project leader
Form the project task force with marketing, sales and market research members
Recruit and train the broad market team
Kick off the plan by Feb. 1 after CNY
Our Proposed Pilot Test
Our Proposed Pilot Test Schedule
Management Approval  Nov. 1, 03
Recruitment     Nov. – Dec., 03
Training     Jan., 04
Pre-test survey    Jan., 04
Pilot Test begins    Feb., 04
1st Assessment (with 3 months data) June, 04
2nd Assessment (with 6 months data) Sept., 04
National Roll-out Proposal  Mid-Sept., 04
Management Approval   Nov. 1, 04
Required FTEs
Required Funding
Products to be supported by the Broad Market Test Initiatives
Main Focus (in order of priority)
Motilium
Gyno-Daktarin
Sibelium
Tag-Ons
Pevisone
Daktarin
Potential Pilot Test Sales & Opex Impact
How to measure?
Pre and Post survey to measure the change
Monthly survey to monitor the change in customers attitude and sales off take
Monthly report from sales reps. / supervisors / project leader for qualitative feedback
Senior consumer research manager will be responsible for the tracking study