醫(yī)藥市場分析及策略模板

1、Are We Ready？Sept 15, 第1頁June 13, 市場計劃地位銷售預期品牌（年度市場）營銷計劃產品線業(yè)務發(fā)展計劃支撐企業(yè)財報整合業(yè)務規(guī)劃 企業(yè)發(fā)展規(guī)劃與當前市場表現(xiàn)第2頁產品X 年度市場營銷計劃時間段：1月12月第3頁 市場環(huán)境與形勢 產品與品牌分析 競爭環(huán)境與競品分析 營銷目標 策略 行動計劃綱要第4頁市場形勢分析政策原因行業(yè)原因技術原因正向促進負向妨礙Sept 15, 第5頁市場趨勢分析在過去12個月中，產品所屬總體市場改變方向及其速度數(shù)據所屬時間段數(shù)據起源簡明結論第6頁市場地域性分布特征產品所屬市場類別在全國各省事分布特征數(shù)據起源和所屬時段簡明結論33% of Nati

2、onal24% of National第7頁品牌表現(xiàn)分析醫(yī)院純銷區(qū)域與分布分析 73% of Lamisil hospital sales is from 22 cities41% of National32% of National第8頁品牌表現(xiàn)分析區(qū)域性滲透現(xiàn)實狀況：醫(yī)院入藥情況Only 55% (339) of hospital listing in 22 cities173 Hosp (28%)166 Hosp (27%)Total: 618 Hospitals第9頁品牌表現(xiàn)分析重點醫(yī)院滲透情況29% (178)hospitals contribute 76% sales54% (33

3、0) hospitals only contribute 11% sales年采購量進藥醫(yī)院數(shù)銷售貢獻Total618590,833 =5000142%107,540 18%=100016427%344,880 58%=50011018%78,088 13%=10021535%56,594 10%=111519%3,731 1%第10頁品牌表現(xiàn)分析品牌年度增加趨勢CAGR：5%第11頁June 13, 品牌表現(xiàn)分析IMS market share by city, 第12頁競爭對手分析品牌成份廠家規(guī)格平均中標價包裝零售價與療程治療價醫(yī)保SporanoxItraconazoleXJS100mgx

4、14100mgx4100mgx15168RMB53.4RMB6721,008RMBYLamisilTerbinafineNVR250mgx7130RMB7801,560RMBYYiQiKangItraconazoleCD BeiTe100mgx7100mgx14100mgx452.4RMB102RMB408612RMBYDingKeTerbinafineSD QiLu125mgx6125mgx1445.2RMB102RMB6121,224RMBY第13頁競爭對手分析銷量與市場擁有率消長分析數(shù)據起源與時間段簡明結論Growth07 vs. 0647% Sporanox19% Lamisil24%

5、 Yi Qi Kang-4% Ding KeMarket ValueMarket Share第14頁競爭對手分析Lamisil vs. Sporanox value by city, IMS MATLamisil 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%第15頁June 13, 競爭對手分析Brand awarene

6、ss by cityThe top of mind of Lamisil is still much lower than Sporanox, especial in GZ,BJ,WHSource: Lamisil Brand Positioning & New Opportunity Exploration Study; June by TNSTop of MindTotal Awareness97%92%100%100%100%100%80%100%93%93%90%93%第16頁競品對標分析Source: Lamisil Brand Positioning and New Opportu

7、nity Exploration Study, by TNS . Profex analysis第17頁客戶分析：消費意向在不一樣目標適應癥中客戶用藥意向分析（全國）66%39%Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June by TNS第18頁客戶分析：消費意向區(qū)域性差異在不一樣目標適應癥中客戶用藥意向分析（區(qū)域）Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June by TNSOnychom

8、ycosisTinea Pedis第19頁患者就醫(yī)行為與疾病診療流程Source:Chinese Statistics Yearbook Lamisil-O Study by TNS Company in . Lamisil-O Study by Synovate company in . Based on Lamisil & Sporanoxl IMS sales Q4MAT.Unit: Million發(fā)病率和患者池規(guī)模 就診率 治療方案選擇品類與品牌選擇 依從性Urban Population594Target Population472TP-42%198OM-6%28Hosp.-16%3

9、2Other-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%)Ora

10、l 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第20頁品牌與銷售成長關鍵節(jié)點關鍵點與客戶區(qū)隔市場機會大小評定我們把

11、握有多大時間節(jié)點患者規(guī)模(mil)市場價值(Mil RMB)選擇品牌7.81165+*接收治療0.662+*消費百分比283(10%)81+*第21頁對目標市場了解和策略形成路徑就醫(yī)與處方習慣 /觀察和發(fā)覺 觀念改變 與行為改變 分析與假設策略與可行性DermatologistSporanox has largerShare than Lamisil on OMDifferent perception on Lamisil attributes 34% of OM patient only be prescribed topical medicinePatientThe consulting

12、rate 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 & mode

13、rate 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 meCo

14、mmunicate 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

15、 patient to go to hospital for OM treatment . 第22頁目標市場現(xiàn)實狀況與發(fā)展動力目標市場定義、規(guī)模現(xiàn)實狀況、規(guī)模預期目標市場中市場領導者（或主要競爭者）市場份額與銷售規(guī)模品牌主張銷售區(qū)域和渠道主要推廣行動 產品目標適應癥診療指南、主流治療方案和產品療程和用藥量處方動機（理由） 造成銷售差異主要原因區(qū)域性原因季節(jié)性原因患者人群原因（性別、年紀）治療選擇偏好（劑型、規(guī)格、用藥路徑、配伍、禁忌）第23頁品牌現(xiàn)實狀況與銷售成長面臨問題目標客戶認知與接收度目標客戶心目中理想產品目標客戶認為產品存在可改進問題 區(qū)域或季節(jié)性原因 南北差異，東西部差異，省會與地縣

16、差異季節(jié)，年節(jié) 市場覆蓋與滲透深度 現(xiàn)有客戶單位貢獻第24頁階段性營銷目標2nd 5th 年 遠期目標與使命當年定性定量定性半定量定性第25頁定位陳說：*（品牌），（較同類現(xiàn)有產品）含有*功效（差異化競爭優(yōu)勢），以及*主張被目標客戶廣泛認同，所以，是治療*最正確選擇或者首選。目標客戶：醫(yī)院市場:*科室，*專業(yè)?？漆t(yī)生/藥劑師/護士/技師 OTC市場： *疾病患者，看護者/家長品牌定位第26頁市場策略上六個月策略下六個月策略年度策略覆蓋滲透差異化擴大第27頁當期關鍵推廣信息產品推廣口號品牌主張使用者利益支持上述口號和主張證據第28頁行動方案 “ 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 program-National