醫(yī)藥市場分析及策略模板

AreWeReady？Sept15,20131市場計(jì)劃的地位銷售預(yù)期品牌（年度市場）營銷計(jì)劃產(chǎn)品線業(yè)務(wù)發(fā)展計(jì)劃支撐公司財(cái)報(bào)的整合業(yè)務(wù)規(guī)劃

企業(yè)發(fā)展規(guī)劃與當(dāng)前的市場表現(xiàn)產(chǎn)品X年度市場營銷計(jì)劃時(shí)間段：2014年1月~12月3

市場環(huán)境與形勢

產(chǎn)品與品牌分析

競爭環(huán)境與競品分析

營銷目標(biāo)

策略

行動計(jì)劃綱要4市場形勢分析市場趨勢分析在過去12個(gè)月中，產(chǎn)品所屬的總體市場變化方向及其速度數(shù)據(jù)所屬時(shí)間段數(shù)據(jù)來源簡要結(jié)論6市場的地域性分布特征產(chǎn)品所屬市場類別在全國各省事的分布特征數(shù)據(jù)來源和所屬時(shí)段簡要結(jié)論33%ofNational24%ofNational7品牌表現(xiàn)分析醫(yī)院純銷的區(qū)域與分布分析73%ofLamisilhospitalsalesisfrom22cities41%ofNational32%ofNational8品牌表現(xiàn)分析區(qū)域性滲透現(xiàn)狀：醫(yī)院入藥情況Only55%(339)ofhospitallistingin22cities173Hosp(28%)166Hosp(27%)Total:618Hospitals9品牌表現(xiàn)分析重點(diǎn)醫(yī)院滲透狀況29%(178)hospitalscontribute76%sales54%(330)hospitalsonlycontribute11%sales年采購量進(jìn)藥醫(yī)院數(shù)銷售貢獻(xiàn)Total618590,833>=5000142%107,54018%>=100016427%344,88058%>=50011018%78,08813%>=10021535%56,59410%>=111519%3,7311%10品牌表現(xiàn)分析品牌的年度增長趨勢CAGR：5%11品牌表現(xiàn)分析IMSmarketsharebycity,競爭對手分析品牌成分廠家規(guī)格平均中標(biāo)價(jià)包裝零售價(jià)與療程治療價(jià)醫(yī)保SporanoxItraconazoleXJS100mgx14100mgx4100mgx15168RMB53.4RMB672~1,008RMBYLamisilTerbinafineNVR250mgx7130RMB780~1,560RMBYYiQiKangItraconazoleCDBeiTe100mgx7100mgx14100mgx452.4RMB102RMB408~612RMBYDingKeTerbinafineSDQiLu125mgx6125mgx1445.2RMB102RMB612~1,224RMBY13競爭對手分析銷量與市場占有率消長分析數(shù)據(jù)來源與時(shí)間段簡要結(jié)論Growth07vs.0647%Sporanox19%Lamisil24%YiQiKang-4%DingKeMarketValueMarketShare14競爭對手分析Lamisilvs.Sporanoxvaluebycity,IMSMAT2007LamisilisstrongerthanSporanoxin7citiesOnly37%ofSporanoxsalesisfromcentrecity

Lamisil Sporanox22cities 38,452,099 36,334,854Nation 52,606,211 98,118,539% 73% 37%15競爭對手分析BrandawarenessbycityThetopofmindofLamisilisstillmuchlowerthanSporanox,especialinGZ,BJ,WHSource:LamisilBrandPositioning&NewOpportunityExplorationStudy;June2006byTNSTopofMindTotalAwareness97%92%100%100%100%100%80%100%93%93%90%93%競品對標(biāo)分析Source:LamisilBrandPositioningandNewOpportunityExplorationStudy,byTNS2006. Profexanalysis17客戶分析：消費(fèi)意向在不同目標(biāo)適應(yīng)癥中客戶用藥意向分析（全國）66%39%Source:LamisilBrandPositioning&NewOpportunityExplorationStudy;June2006byTNS18客戶分析：消費(fèi)意向的區(qū)域性差異在不同目標(biāo)適應(yīng)癥中客戶用藥意向分析（區(qū)域）Source:LamisilBrandPositioning&NewOpportunityExplorationStudy;June2006byTNSOnychomycosisTineaPedis19患者就醫(yī)行為與疾病診療流程Source:ChineseStatisticsYearbook2007Lamisil-OStudybyTNSCompanyin2006.Lamisil-OStudybySynovatecompanyin2006.BasedonLamisil&SporanoxlIMSsales2007Q4MAT.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UrbanPopulation594TargetPopulation472TP-42%198OM-6%28Hosp.-16%32Other-84%166Hosp-15%4.25Other-85%24Diagnosed27(85%)Non-Diagnosed4.8Diagnosed3.5(83%)Non-Diagnosed0.72NewPatient16(61%)RepeatPatient11(39%)NewPatient2.4(69%)RepeatPatient1.1(31%)OralOnly4.3(16%)TopicalOnly16.4(61%)TopicalOnly1.2(34%)Oral+Topical0.8(23%)Oral+Topical6.2(23%)OralOnly1.5(43%)OralOnly1weekTopicalOnly2~6weekOral+Topical1weekOralOnly6~12weeksTopicalOnly36~48weekOral+Topical6~12week20品牌與銷售成長的關(guān)鍵節(jié)點(diǎn)21對目標(biāo)市場的理解和策略形成路徑就醫(yī)與處方習(xí)慣/觀察和發(fā)現(xiàn)

觀念改變與行為改變

分析與假設(shè)策略與可行性DermatologistSporanoxhaslargerSharethanLamisilonOMDifferentperceptiononLamisilattributes34%ofOMpatientonlybeprescribedtopicalmedicinePatientTheconsultingrateisonly15%onOMpatientMostpatientgobacktodrugstorewhenrelapsePulsetherapyofSporanoxismoreconvenientSporanoxisbroadspectrumNodifferencebetweenSpora.andLamisilonefficacy&recurrence.LamisilLessrenal/hepatictoxicitythanSporanoxTopicaldrugisenoughformild&moderateOMSporanoxhasveryhighawarenessviahospitalprescriptionLamisilhaslowerawarenessinOMsufferers.Fungicidecanensurebetterefficacy

TargetisbetterthanbroadspectrumDouble-metabolizedensuresafetyLamisilisreliablelowrecurrenceonOMWhateverydoctorprescribeisrightformeCommunicatethefungicidemechanismEmphsizePiFuXuanJuninfectionisabove80%onOM.EducateLamisillongtermadvantageonrecurrenceandsafety.LamisilisrecommendedbyinternationalEBMdata&guidelineonOMtreatment.IncreaseofOMmarketsharewillleadtothespillovertoretailchannelEducatepatienttogotohospitalforOMtreatment.22目標(biāo)市場現(xiàn)狀與發(fā)展動力目標(biāo)市場定義、規(guī)?，F(xiàn)狀、規(guī)模預(yù)期目標(biāo)市場中的市場領(lǐng)導(dǎo)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(chǎn)品的目標(biāo)適應(yīng)癥診療指南、主流治療方案和產(chǎn)品療程和用藥量處方動機(jī)（理由）

導(dǎo)致銷售差異的主要原因區(qū)域性因素季節(jié)性因素患者人群因素（性別、年齡……）治療選擇的偏好（劑型、規(guī)格、用藥途徑、配伍、禁忌）……23品牌現(xiàn)狀與銷售成長面臨的問題目標(biāo)客戶認(rèn)知與接收度目標(biāo)客戶心目中的理想產(chǎn)品目標(biāo)客戶認(rèn)為產(chǎn)品存在的可改善的問題

區(qū)域或季節(jié)性因素

南北差異，東西部差異，省會與地縣差異季節(jié)，年節(jié)……市場覆蓋與滲透深度

現(xiàn)有客戶的單位貢獻(xiàn)24階段性營銷目標(biāo)2nd~5th

年

遠(yuǎn)期目標(biāo)與使命當(dāng)年定性定量定性半定量定性25定位陳述：**（品牌），（較同類現(xiàn)有產(chǎn)品）具有*****功效（差異化競爭優(yōu)勢），以及*****主張被目標(biāo)客戶廣泛認(rèn)同，因此，是治療***的最佳選擇或者首選。目標(biāo)客戶：

醫(yī)院市場: **科室，**專業(yè)的?？漆t(yī)生/藥劑師/護(hù)士/技師OTC市場：***疾病患者，看護(hù)者/家長品牌定位26市場策略上半年策略下半年策略年度策略覆蓋滲透差異化擴(kuò)大27當(dāng)期關(guān)鍵推廣信息產(chǎn)品推廣口號品牌主張的使用者利益支持上述口號和主張的證據(jù)28行動方案“Thunderbolt”Plan--Messagecommunication--Trainingprogram--Hospitaltransfer--Inhospitalseminar“LamisilSharetheexperiencecontest”program--RTD--LocalKOLmeeting--Standaloneforfinalcontest“EradicateTineaWeek”(ETW)--RTDofkickoffmeeting--Specialclinic--”1+1”casesharin