麦肯锡给医药行业的报告.ppt

McKinseyBroadMarketStudyProcess;BROADMARKETCANBEDEFINEDASCLASS2HOSPITALSANDBELOWATREGIONALCITYLEVELANDALLHEALTHCAREINSITITUTIONSATCOUNTYLEVELANDBELOW;BROADMARKETDRUGSINCLUDEOTCAND“OUTPATIENT”RxDRUGS;McKinseyKeyFindings

OverallMarketSituation;BROADMARKETREPRESENTS94%OFOVERALLDEMANDFORBROADMARKETDRUGS;DUETOLOWINSURANCECOVERAGEANDRECENTREIMBURSEMENTPOLICIYCHANGES,MOSTPATIENTSPAYBROADMARKETDRUGSBYTHEMSELVES;PATIENTSGOTOPHARMACY/CLINICSFORMINORSYMPTOMS;ALARGEPROPORTIONOFDRUGSALESCOMESFROMRETAILPHARMACIES;PHARMACYCLERKSBECOMEINFLUENTIAL;CLINICSAREPLAYINGIMPORTANTROLEESPECIALLYATCOUNTYANDTOWNANDBELOW;G.I.CategoryReview;*Morethanhalfofpatientsgoingtolargehospitalswillpurchasedrugatretailpharmacies

**Brandedgenericdrugsreferringtogenericdrugsthatrunadvertising,creatingbrandawarenessinconsumers

Source:Physicianandpharmacyinterviews;McKinseyanalysis;FORGIDRUGS,POLARIZATIONISBECOMINGMOREOBVIOUS;SALESOFGIDRUGSAREMORECONCENTRATEDTOWARDSVILLAGEANDCOUNTY,WHILETHEMARKETISFRAGMENTEDWITHMANYDIFFERENTDRUGS;INBROADMARKET,MOTILIUMISLOSINGOUTBIGTIMEINRETAILPHARMACYCHANNEL…;…ANDINCOUNTYGEOGRAPHY;VaginalInfectionCategoryReview;FORVAGINALINFECTIONS,PATIENTSAREMOREAWAREOFTHEDISEASEANDGOTOHOSPITALFORTREATMENT;FORGYNODAKTARIN,HOSPITALISCRITICALFORPRESCRIPTIONBUTPURCHASINGHASBEENGRADUALLYSHIFTINGTORETAILPHARMACY;INADDITION,GYNODAKTARINNEEDSTOGROWTHEMARKETSHAREESPECIALLYTHOSEOFCOUNTYANDTOWN;NailFungalInfectionCategoryReview;FORTINEAUNQUIUMDRUGS,DEMANDLATENCYISEVENHIGHER;HOSPITALCHANNELISSTILLDOMINATINGTINEAUNQUIUMDRUGMARKETWHILEPHARMACYCHANNELISPICKINGUP; * Othersincludingaroundfivedrugs,suchasHuihuangmeisu（灰黄霉素）,Lisulao（里素劳）,Lianghuija（亮灰甲）etc.

Source: Distributorinterviews;physicianinterviews;patientinterview