医药市场分析及策略

1、Are We Ready？Sept 15, 2013June 13, 2008市场计划的地位销售预期品牌（年度市场）营销计划产品线业务发展计划支撑公司财报的整合业务规划 企业发展规划与当前的市场表现产品X 年度市场营销计划时间段：2014年1月12月 市场环境与形势 产品与品牌分析 竞争环境与竞品分析 营销目标 策略 行动计划纲要市场形势分析政策因素行业因素技术因素正向促进负向阻碍Sept 15, 2013市场趋势分析在过去12个月中，产品所属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市场的地域性分布特征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

2、 National24% of National品牌表现分析医院纯销的区域与分布分析 73% of Lamisil hospital sales is from 22 cities41% of National32% of National品牌表现分析区域性渗透现状：医院入药情况Only 55% (339) of hospital listing in 22 cities173 Hosp (28%)166 Hosp (27%)Total: 618 Hospitals品牌表现分析重点医院渗透状况29% (178)hospitals contribute 76% sales54% (330) ho

3、spitals only contribute 11% sales年采购量进药医院数销售贡献Total618590,833 =5000142%107,540 18%=100016427%344,880 58%=50011018%78,088 13%=10021535%56,594 10%=111519%3,731 1%品牌表现分析品牌的年度增长趋势CAGR：5%June 13, 2008品牌表现分析IMS market share by city, 竞争对手分析品牌成分厂家规格平均中标价包装零售价与疗程治疗价医保SporanoxItraconazoleXJS100mgx14100mgx4100

4、mgx15168RMB53.4RMB6721,008RMBYLamisilTerbinafineNVR250mgx7130RMB7801,560RMBYYiQiKangItraconazoleCD BeiTe100mgx7100mgx14100mgx452.4RMB102RMB408612RMBYDingKeTerbinafineSD QiLu125mgx6125mgx1445.2RMB102RMB6121,224RMBY竞争对手分析销量与市场占有率消长分析数据来源与时间段简要结论Growth07 vs. 0647% Sporanox19% Lamisil24% Yi Qi Kang-4% D

5、ing KeMarket ValueMarket Share竞争对手分析Lamisil vs. Sporanox value by city, IMS MAT2007Lamisil is stronger than Sporanox in 7 citiesOnly 37% of Sporanox sales is from centre cityLamisilSporanox22 cities38,452,099 36,334,854Nation52,606,21198,118,539%73%37%June 13, 2008竞争对手分析Brand awareness by cityThe to

6、p 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 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 Exploratio

7、n Study, by TNS 2006. Profex analysis客户分析：消费意向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 TNS客户分析：消费意向的区域性差异在不同目标适应症中客户用药意向分析（区域）Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNSOnychomycosisTine

8、a Pedis患者就医行为与疾病诊疗流程Source: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: Million发病率和患者池规模 就诊率 治疗方案选择品类与品牌选择 依从性Urban Population594Target Population472TP-42%198OM-6%28Hosp.-1

9、6%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 Patient1.1(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%)

10、Oral Only1weekTopical Only26weekOral+Topical1weekOral Only612weeksTopical Only3648weekOral+Topical612weekPatient shareMarket ValueMS%Treatment PeriodSporanox6.1 (TP-48%;OM46%)88m41%59 weeksLamisil5.0 (TP-39%;OM-40%)52m24%612 weeksOthers1.7 (TP-13%;OM-14%)77m35%28 weeks品牌与销售成长的关键节点关键点与客户区隔市场机会大小的评估我们

11、的把握有多大时间节点患者规模(mil)市场价值(Mil RMB)选择品牌7.81165+*接受治疗0.662+*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习惯 /观察和发现 观念改变 与行为改变 分析与假设策略与可行性DermatologistSporanox has largerShare than Lamisil on OMDifferent perception on Lamisil attributes 34% of OM patient only be prescribed topical medicinePatientThe consulting ra

12、te is only 15% on OM patientMost patient go back to drugstore when relapsePulse therapy of Sporanox is more 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 & modera

13、te OMSporanox has very high awareness via hospital prescriptionLamisil has lower awareness in OM sufferers. 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 meComm

14、unicate the fungicide mechanismEmphsize PiFuXuanJun infection is above 80% on OM.Educate Lamisil long 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 p

15、atient to go to hospital for OM treatment . 目标市场现状与发展动力目标市场定义、规模现状、规模预期目标市场中的市场领导者（或主要竞争者）市场份额与销售规模品牌主张销售区域和渠道主要推广行动 产品的目标适应症诊疗指南、主流治疗方案和产品疗程和用药量处方动机（理由） 导致销售差异的主要原因区域性因素季节性因素患者人群因素（性别、年龄）治疗选择的偏好（剂型、规格、用药途径、配伍、禁忌）品牌现状与销售成长面临的问题目标客户认知与接收度目标客户心目中的理想产品目标客户认为产品存在的可改善的问题 区域或季节性因素 南北差异，东西部差异，省会与地县差异季节，年节

16、市场覆盖与渗透深度 现有客户的单位贡献阶段性营销目标2nd 5th 年 远期目标与使命当年定性定量定性半定量定性定位陈述：*（品牌），（较同类现有产品）具有*功效（差异化竞争优势），以及*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。目标客户：医院市场:*科室，*专业的专科医生/药剂师/护士/技师 OTC市场： *疾病患者，看护者/家长品牌定位市场策略上半年策略下半年策略年度策略覆盖渗透差异化扩大当期关键推广信息产品推广口号品牌主张的使用者利益支持上述口号和主张的证据行动方案 “ Thunderbolt ” Plan-Message communication-Training program-Hospital transfer -In hospital seminar “ Lamisil Share the experience contest” program-RTD-Local KOL meeting-Stand alone for final contest “Eradicate Tinea Week” (ETW)-RTD of kick off meeting-Special clinic-”1+1” case sharing-Media