xx医药行业报告.pptVIP

DURING OUR KILLER IDEA WORKSHOP, WE DEVELOPED FOUR SETS OF HYPOTHESIS TO BE TESTED IN PILOT * Summary based on Zhejiang field trip and internal interviews “Hospital seeding” “Pharmacy plus” One sales rep per region Sales reps are dedicated and with medical background For the covered region, all county No. 1 and 2 large hospitals should be covered Focus on Gyno-Daktarin but also detail Motilium, Sibelium, Daktarin, and other XJP drugs Three sales reps per region, covering top three pharmacy chains For the covered pharmacy chains, all county and some towns should be covered Focus on Gyno-Daktarin and Motilium but also push other XJP drugs “Sweeties” to pharmacy owners could include information system support, training, in store advertising, gifts in box, and pharmacy owner club “Sweeties” to pharmacy clerks could include travel for star staff, training, and gifts in box Broad market, especially county level “Turbo CME” * Will be conducted by HQ OTC CME team. Local sales team will provide coordinating support Workshop holds once a year in each county Target audience is clinic/barefoot doctors Focused drug include Motilium, Daktarin, Pevison, and Sibelium Leverage local healthcare authority and associations to reach mass number of clinic/barefoot doctors “Distributor network to county level” One rep per region, covering all county No. 1 distributors Rewrite distributor contract Leverage distributor network and push distributor staff to reach the villages/clinics “Sweeties” to distributor could include information system support, training, and distributor club “Sweeties” to distributor staff could include travel for star staff and training * 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 Regional city County Town Village Class 3 hospital Class 2 below hospital Pharmacy Clinic Broad market Source: McKinsey analysis * BROAD MARKET DRUGS INCLUDE OTC AND “OUT PATIENT” Rx D