医学交流课件：2016 Brand Experience Plan

1、2016 Brand Experience Plan Atlas number: 418.681,022 Will be valid until Nov. 3rd, 2016 Strategic Move Analysis China Statin Market Emerging Market n 63% Hospital statin potential Core Market n37% Hospital statin potential 35 Dr.NO/Rep 80 Dr.NO/Rep n Capture share in ward n By Increase target drs. c

2、overage n Listing n Sales boosting n NTD coverage-distributor collaboration n Tiered medical service policy n Zero Mark-up policy Prioritized patient opportunities 40% CV Ward 23% Neuro 11% Endo PPO Others 93%Crestor 7% Others 93%Crestor 7% Others 91%Crestor 9% Others 88%Crestor 12% 2 CV Ward refers

3、 to initiation of statin treatment in ward; CV out-patients refer to initiation of statin treatment in out-paitents Orientated 26% CV Out- patients Orientated Strictly Confidential For Internal Use Only 3 In-patient Out-patient 4 Lack of complete story line How to engage KOLs Creative whole story li

4、ne but not just repeat HPL simply Lack of simple key message to differentiate with competitor Lack of good speaker who can deliver Crestor story well Lack of specific activities for target drs. Key doctors from out- patient Capture first prescription from ward Artificially divided the Cardiologist w

5、ith IC and CC but ignores their commonality Lack of engagement with TOP KOLs Strictly Confidential For Internal Use Only One story：Whole period of lipid management Prevention in early stage Plaques warning JUPITER METEOR CTT REVERSAL ASTEROID CTT COMOS Korean Primitive China GY ALPACS ISCAP YuBo Stu

6、dy Statin Application in Peri-PCI The prevention of stent restenosis after PCI Strictly Confidential For Internal Use Only Three key messages： Achieved the goal - Strong efficacy - Good safety 1,Achieved the goal 2,Strong efficacy 2, Good safety Prevention in early stage Plaques warning Application

7、in Peri-PCI The prevention of stent restenosis after PCI 1,Achieved the goal 2,Strong efficacy 2, Good safety 1,Achieved the goal 2,Strong efficacy 2, Good safety 1,Achieved the goal 2,Strong efficacy 2, Good safety Strictly Confidential For Internal Use Only CV In-Patient CCU In-patients (85%) STAT

8、IN prescription CAG (60%) exclude CHD PCI or CABG (46%) Confirmed CHD, treatment CCU In-patients (74%) Discharge Out-patient Follow-up (55%) STATIN prescription Symptomatic patients （acute chest pain, chest distress RX I RX II DiagnosisPatients Treatment protocol Class choice Brand choice RxFollow-u

9、p Emergency Out- patients Patients Transfer Focus on CCU/ in-patients 12.4% of total patients initiate statin treatment among Emergency 15% 50% 43% 7% 35% 15% 11% 10% 31% 18% 70%64% 一包药合作 菁英社 联动中国 百家讲坛 中欧学院 一包药One dose 菁英社Elite club 联动中国Linkage of China ACS血脂管理指导意见 ACS lipid management recommendatio

10、n 春雨患教 百家讲坛Excellent lectures 心关爱Patients care-one book program Strictly Confidential For Internal Use Only CV Out-Patient Focus on RF+LDL-C2.6 patients in CV out-patients Follow-up On goal or not Brand choice STATIN prescription Conservative treatment Out- patients CHD Follow-up w RF, LDL2.6 In- pa

11、tients STATIN prescription maintain RX New CHD RX I CV risk factors: HTN, smoking, obesity 67% of out-patients are potential statin patients Patients on goal rate is only 20-25% DiagnosisPatients Treatment protocol Class choice Brand choice RxFollow-up Potential statin patients 45% 38% 17% 8% 27% 4%

12、 70% 14%(39%) 56%(31%) 25% 健康力量行 健康力量行：健康力量行：health care power Project Strictly Confidential For Internal Use Only 2016 Crestor Cardiology Campaign CMKTBrilinta China-Europe College(HPL) Elite club Excellent Lectures Linkage of China Patients care-one book program Cloud Academic One dose program Hea

13、lthy power program Flagship program （KA） MM campaign We-chat case Medical PCI Guideline AB meeting sponsorship, RCT ESR Publication MSL meeting Heart on-line China- Europe College 100 NKOL 560 RKOL 1500 CKOL 60000 A1-3/ B1-3 Dr. Confidential - This presentation or any of its content is for internal

14、usage only AZ ACS educational platform Source: Market shaping efforts n Diagnosisn One testvv BrilintaCrestor n Initiationn One dosevv n Follow upn One book Booklet Pt education vv v(1200)v (1200) ACS education n CSC n China-Europevv n Case sharingn We-chat (online)vv n 菁英社联动中国 (offline)vv n Other A

15、CSn MM campaignvv n CABG campaignv KAM n Protocoln Flagship programvv Owner B B B B/C C/B B C/B B B B Strictly Confidential For Internal Use Only Agenda 11 Brand Strategy Brand Experience Plan CV/ Neuro/ Endo/ Emerging Medical Retail RMKT Initiatives CMKT项目执行跟进 （卒中优化管理培训、 “卒中先锋”巡讲）； 区域自主活动 ICAS Guid

16、eline AB Meeting ESR Follow up ISC 2016 Post ISC Conference +25% +100% +60% +100% Strictly Confidential For Internal Use Only Agenda 14 Brand Strategy Brand Experience Plan CV/ Neuro/ Endo/ Emerging Medical Retail & County Market Access Market Insight Financial Summary 20 NKOL 50 RKOL 200 CKOL 1000

17、A1-3/ B1-3 Dr. D Diabetes Metabolism Center 1 Domestic Academic Conference Sponsor AZ Diabetes Forum 23 ACD EI meeting 4 2016 Endo Icebreaking Campaign Overview Customer Segmentation Projects initiated by CMKT Projects Synergy with DM Summit of Young Physicians Chinese expert guidance of medication

18、use for cholesterol management in diabetic Promotion in China China Diablipidtes Academy2 Projects Cooperation with DMprojects initiated by CMKT Strictly Confidential For Internal Use Only Agenda 16 Brand Strategy Brand Experience Plan CV/ Neuro/ Endo/ Emerging Medical Retail & County Market Access

19、Market Insight Financial Summary Confidential and for internal use only Overview of emerging projects 17 | 878 Tier III hospitals 2757 Tier II hospitals Hospital typeActivities 1539 Tier I hospitals 1967 CHC Listed: 568 Listed: 1515 Listed: 586 Listed：916 Eyes on heart project 6 regional + final 800

20、 A/B HCPs Online Activity 2000 A/B HCPs 3D project Eyes on heart project 40 city symposiums 4000A/B HCPs 3 ACD (Crestor/ZOK/ Plendil) 200 A/B HCPs Sales driven Sponsorship CHUNYU 750 Hospital meetings 20000A/B HCPs Primary hospital diagnosis center 1000 CHC NCCD Project 1200 hospitals 12000 A/B HCPs

21、 Strategic collaboration Every City Symposium will involve a KOL from “百家讲坛百家讲坛 Scientific and digital platform Strictly Confidential For Internal Use Only TARGET AUDIENCE 20152016 NovDecJanFebMar Crestor Events Plan 2015Q4 2016Q1 CV in/out- patients HCPs Neuro in/out- patients HCPs Emerging HCPs Ch

22、inese Stroke Prevention Pioneers(CSPP I) Chinese Stroke Prevention Pioneers(CSPP II) Optimize Stroke Management Training(OSMT II & III) Pioneering Initiative of Ischemic Stroke(PIS I) 3D project/NCCD project Eyes on Heart CSC-ESC college/SPARK project Elite Club Linkage of China Excellence Lectures

23、Patients care program & Health Care Power Program Strictly Confidential For Internal Use Only Agenda 19 Brand Strategy Brand Experience Plan CV/ Neuro/ Endo/ Emerging Medical Retail & County Market Access Market Insight Financial Summary 20 2016 Medical Activity Summary 20 21 Listing 21 | Total targ

24、et hospital 2015 Forecast hospital listed 2016 non-hospital listing 2016 hospital listing target 1500 Listing Plan 3D project First Aid program NCCD project FUDAN hospital management Forum CIBIS hospital management program CPU pharmacist training program MKTKA 22 Tendering Current Status by Province

25、 (1) 2 2 Author | 00 Month Year Set area descriptor | Sub level 1 Province Current Status New Round ProgressRiskRemarks Jiangxi WonExposure DraftHigh No ORIGINATOR marked in price documents so Crestor will be in low quality level with several cheap competitors LiaoningWonExposure DraftMedium Interna

26、tional certification of formulation, 2 generics in the same group TianjinWonExposure DraftMedium International certification of formulation, 2 generics in the same group XinjiangWonExposure DraftMedium International certification of formulation, 2 generics in the same group NingxiaWonExposure DraftM

27、edium International certification of formulation, 2 generics in the same group HubeiWonExposure DraftMedium International certification of formulation, 2 generics in the same group Shanghai-WonLowResults released in October 2015 FujianLostQualification ReviewLowNo competitors in the same quality lev

28、el SichuanWonExposure DraftLowNo competitors in the same quality level GuangxiWon (10mg)Exposure DraftLowNo competitors in the same quality level JiangsuWonExposure DraftLowNo competitors in the same quality level ShaanxiWonExposure DraftLowNo competitors in the same quality level Inner MongoliaWonExposure DraftLowNo competitors in the same quality level JilinWonExposure DraftLowNo competitors in the same quality level Chongqing WonOnline PurchaseLowNo competitors in the same