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 market;McKinsey Broad Market Study Process;;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;DUE TO LOW INSURANCE COVERAGE AND RECENT REIMBURSEMENT POLICIY CHANGES, MOST PATIENTS PAY BROAD MARKET DRUGS BY THEMSELVES;9、我们的市场行为主要的导向因素，第一个是市场需求的导向，第二个是技术进步的导向，第三大导向是竞争对手的行为导向。八月-21八月-21Wednesday, August 04, 2021 10、市场销售中最重要的字就是“问”。21:39:3621:39:3621:398/4/2021 9:39:36 PM 11、现今，每个人都在谈论着创意，坦白讲，我害怕我们会假创意之名犯下一切过失。八月-2121:39:3621:39Aug-2104-Aug-21 12、在购买时，你可以用任何语言；但在销售时，你必须使用购买者的语言。21:39:3621:39:3621:39Wednesday, August 04, 2021 13、He who seize the right moment, is the right man.谁把握机遇，谁就心想事成。八月-21八月-2121:39:3621:39:36August 04, 2021 14、市场营销观念：目标市场，顾客需求，协调市场营销，通过满足消费者需求来创造利润。04 八月 20219:39:36 下午21:39:36八月-21 15、我就像一个厨师，喜欢品尝食物。如果不好吃，我就不要它。八月 219:39 下午八月-2121:39August 04, 2021 16、我总是站在顾客的角度看待即将推出的产品或服务，因为我就是顾客。2021/8/4 21:39:3721:39:3704 August 2021 17、利人为利已的根基，市场营销上老是为自己着想，而不顾及到他人，他人也不会顾及你。9:39:37 下午9:39 下午21:39:37八月-21 ;PATIENTS GO TO PHARMACY/CLINICS FOR MINOR SYMPTOMS;A LARGE PROPORTION OF DRUG SALES COMES FROM RETAIL PHARMACIES; PHARMACY CLERKS BECOME INFLUENTIAL;;G.I. Category Review;;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 GE