某咨询给医药行业的报告（英文版）.pptxVIP

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 marketMcKinsey Broad Market Study ProcessProject 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 BELOWBroad marketClass 2 below hospitalPharmacy Clinic Class 3 hospitalRegional cityCountyTown Village Source: McKinsey analysisBROAD MARKET DRUGS INCLUDE OTC AND “OUT PATIENT” Rx DRUGSBroad market drugsOTCRxMatureNewOutpatientIn-hospitalTargeting easily diagnosed, non-life threatening diseasesEasy to useRelatively cheapRelatively safe with few side effectExamplesMotiliumGyno-DaktarinSporanox / SibeliumCipramil Source: McKinsey analysisMcKinsey Key FindingsOverall Market SituationBROAD MARKET REPRESENTS 94% OF OVERALL DEMAND FOR BROAD MARKET DRUGSBroad marketBroad market drug sales breakdown by geographyPercent Sales breakdown of XJP productPercent Mn RMB 100%=Bn RMB100%=2162City Other channel at city levelCounty Broad market represents 94% of demandTown Village Class 3 hospitalMotilium Gyno- DaktarinSibelium**All 4 citiesShandong* Sichuan*GDP per capita:# of county9,1993211,300185,80114County is critical for broad market * For onl