〈精品〉麦肯锡给医药行业的报告.ppt

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, MOTIL