医药市场分析及策略模板

1、Sept 15, 2013June 13, 2008市场计划的地位销售预期销售预期品牌（年度市场）营销计划品牌（年度市场）营销计划产品线业务发展计划产品线业务发展计划支撑公司财报的整合支撑公司财报的整合业务规划业务规划 企业发展规划与当前的市场表现企业发展规划与当前的市场表现时间段：时间段：2014年年1月月12月月 市场环境与形势市场环境与形势 产品与产品与品牌分析品牌分析 竞争环境与竞品分析竞争环境与竞品分析 营销目标营销目标 策略策略 行动计划行动计划纲要纲要政策因素政策因素行业因素行业因素技术因素技术因素正向促进负向阻碍Sept 15, 2013市场趋势分析u在过去12个月中，产品所属

2、的总体市场变化方向及其速度 数据所属时间段 数据来源 简要结论u产品所属市场类别在全国各省事的分布特征 数据来源和所属时段 简要结论33% of National24% of Nationalu医院纯销的区域与分布分析 73% of Lamisil hospital sales is from 22 cities41% of National32% of Nationalv 区域性渗透现状：医院入药情况区域性渗透现状：医院入药情况uOnly 55% (339) of hospital listing in 22 cities173 Hosp (28%)166 Hosp (27%)Total:

3、618 Hospitalsu重点医院渗透状况 29% (178)hospitals contribute 76% sales 54% (330) hospitals only contribute 11% sales年采购量进药医院数进药医院数销售贡献销售贡献Total618590,833 =5000142%107,540 18%=100016427%344,880 58%=50011018%78,088 13%=10021535%56,594 10%=111519%3,731 1%v 品牌的年度增长趋势品牌的年度增长趋势CAGR：5%June 13, 2008v IMS market sha

4、re by city, 竞争对手分析品牌品牌成分成分厂家厂家规格规格平均中标价平均中标价包装零售价与疗包装零售价与疗程治疗价程治疗价医保医保SporanoxItraconazoleXJS100mgx14100mgx4100mgx15168RMB53.4RMB6721,008RMBYLamisilTerbinafineNVR250mgx7130RMB7801,560RMBYYiQiKangItraconazoleCD BeiTe100mgx7100mgx14100mgx452.4RMB102RMB408612RMBYDingKeTerbinafineSD QiLu125mgx6125mgx144

5、5.2RMB102RMB6121,224RMBYv 销量与市场占有率消长分析销量与市场占有率消长分析u数据来源与时间段u简要结论Growth07 vs. 0647% Sporanox19% Lamisil24% Yi Qi Kang-4% Ding KeMarket ValueMarket Sharev Lamisil vs. Sporanox value by city, IMS MAT2007uLamisil is stronger than Sporanox in 7 citiesuOnly 37% of Sporanox sales is from centre cityLamisil

6、Sporanox22 cities38,452,099 36,334,854Nation52,606,21198,118,539%73%37%June 13, 2008v Brand awareness by cityuThe top of mind of Lamisil is still much lower than Sporanox, especial in GZ,BJ,WHSource: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNSTop of MindTotal

7、Awareness97%92%100%100%100%100%80%100%93%93%90%93%竞品对标分析Source: Lamisil Brand Positioning and New Opportunity Exploration Study, by TNS 2006. Profex analysisv在不同目标适应症中客户用药意向分析（全国）66%39%Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNSv在不同目标适应症中客户用药意向分析（区域）So

8、urce: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNSOnychomycosisTinea PedisSource:Chinese Statistics Yearbook 2007 Lamisil-O Study by TNS Company in 2006. Lamisil-O Study by Synovate company in 2006. Based on Lamisil & Sporanoxl IMS sales 2007Q4MAT.Unit: Mil

9、lion发病率和患者池规模发病率和患者池规模 就诊率就诊率 治疗方案选择治疗方案选择品类与品牌选择品类与品牌选择 依从性依从性Urban Population594Target Population472TP-42%198OM-6%28Hosp.-16%32Other-84%166Hosp-15%4.25Other-85%24Diagnosed27(85%)Non-Diagnosed4.8Diagnosed3.5(83%)Non-Diagnosed0.72New Patient16(61%)Repeat Patient11(39%)New Patient2.4(69%)Repeat Patie

10、nt1.1(31%)Oral Only4.3(16%)Topical Only16.4(61%)Topical Only1.2(34%)Oral+Topical0.8(23%)Oral+Topical6.2(23%)Oral Only1.5(43%)Oral Only1weekTopical Only26weekOral+Topical1weekOral Only612weeksTopical Only3648weekOral+Topical612weekPatient shareMarket ValueMS%Treatment PeriodSporanox6.1 (TP-48%;OM46%)

11、88m41%59 weeksLamisil5.0 (TP-39%;OM-40%)52m24%612 weeksOthers1.7 (TP-13%;OM-14%)77m35%28 weeks关键点与客户区隔关键点与客户区隔市场机会大小的评估市场机会大小的评估我们的把握有多大我们的把握有多大时间节点时间节点患者规模患者规模(mil)市场价值市场价值(Mil RMB)选择品牌选择品牌7.81165+*接受治疗接受治疗0.662+*消费比例消费比例283(10%)81+*对目标市场的理解和策略形成路径就医与处方就医与处方习惯习惯 /观察和发现观察和发现 观念改变观念改变 与行为改变与行为改变 分析与假

12、设分析与假设策略策略与可行性与可行性DermatologistSporanox has largerShare than Lamisil on OMDifferent perception on Lamisil attributes 34% of OM patient only be prescribed topical medicinePatientThe consulting rate is only 15% on OM patientMost patient go back to drugstore when relapsePulse therapy of Sporanox is mor

13、e convenient Sporanox is broad spectrumNo difference between Spora. and Lamisil on efficacy & recurrence.Lamisil Less renal/hepatic toxicity than SporanoxTopical drug is enough for mild & moderate OMSporanox has very high awareness via hospital prescriptionLamisil has lower awareness in OM s

14、ufferers. Fungicide can ensure better efficacy Target is better than broad spectrumDouble-metabolized ensure safetyLamisil is reliable low recurrence on OMWhat every doctor prescribe is right for meCommunicate the fungicide mechanismEmphsize PiFuXuanJun infection is above 80% on OM.Educate Lamisil l

15、ong term advantage on recurrence and safety.Lamisil is recommended by international EBM data & guideline on OM treatment.Increase of OM market share will lead to the spillover to retail channelEducate patient to go to hospital for OM treatment . v 目标市场定义、规模现状、规模预期目标市场定义、规模现状、规模预期v 目标市场中的市场领导者（或主

16、要竞争者）目标市场中的市场领导者（或主要竞争者）u市场份额与销售规模u品牌主张u销售区域和渠道u主要推广行动 v 产品的目标适应症产品的目标适应症u诊疗指南、主流治疗方案和产品u疗程和用药量u处方动机（理由） v 导致销售差异的主要原因导致销售差异的主要原因u区域性因素u季节性因素u患者人群因素（性别、年龄）u治疗选择的偏好（剂型、规格、用药途径、配伍、禁忌）v v 目标客户认知与接收度目标客户认知与接收度u目标客户心目中的理想产品u目标客户认为产品存在的可改善的问题 v 区域或季节性因素区域或季节性因素 u南北差异，东西部差异，省会与地县差异u季节，年节u v 市场覆盖与渗透深度市场覆盖与渗

17、透深度 v 现有现有客户的单位贡献客户的单位贡献阶段性营销目标2nd 5th 年年 远期远期目标与使命目标与使命当年当年 定性 定量 定性定性 半定量半定量 定性定位陈述：定位陈述：*（品牌），（较同类现有产品）具有（品牌），（较同类现有产品）具有*功效（差异化竞争优势），以功效（差异化竞争优势），以及及*主张被目标客户广泛认同，因此，是治疗主张被目标客户广泛认同，因此，是治疗*的最佳选择或者首选。的最佳选择或者首选。目标客户：目标客户：医院市场医院市场:*科室，科室，*专业的专科医生专业的专科医生/药剂师药剂师/护士护士/技师技师 OTC市场：市场： *疾病患者，看护者疾病患者，看护者/家长

18、家长品牌定位市场策略上半年策略上半年策略下半年策略下半年策略年度策略年度策略 覆盖覆盖 渗透渗透 差异化扩大差异化扩大v 产品推广口号产品推广口号v 品牌主张的使用者利益品牌主张的使用者利益v 支持上述口号和主张的证据支持上述口号和主张的证据v “ Thunderbolt ” Planu-Message communicationu-Training programu-Hospital transfer u-In hospital seminarv “ Lamisil Share the experience contest” programu-RTDu-Local KOL meetingu-Stand alone for final contestv “Eradicate Tinea Week” (ETW)u-RTD of kick off meetingu-Special clinicu-”1+1” case sha