医药市场分析及策略模板.pptx

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,June 13,2008,*,Click to edit Master title style,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,June 13,2008,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,June 13,2008,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,June 13,2008,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,June 13,2008,*,单击此处编辑母版标题样式,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,June 13,2008,*,Click to edit Master title style,Are We Ready,？,Sept 15,医药市场分析及策略模板,第1页,市场计划地位,销售预期,品牌（年度市场）营销计划,产品线业务发展计划,支撑企业财报整合业务规划,企业发展规划与当前市场表现,June 13,医药市场分析及策略模板,第2页,产品,X,年度市场营销计划,时间段：,年,1,月,12,月,医药市场分析及策略模板,第3页,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,医药市场分析及策略模板,第4页,市场形势分析,政策原因,行业原因,技术原因,正向促进,负向妨碍,Sept 15,医药市场分析及策略模板,第5页,市场趋势分析,在过去,12,个月中，产品所属总体市场改变方向及其速度,数据所属时间段,数据起源,简明结论,医药市场分析及策略模板,第6页,市场地域性分布特征,产品所属市场类别在全国各省事分布特征,数据起源和所属时段,简明结论,33%of National,24%of National,医药市场分析及策略模板,第7页,品牌表现分析,医院纯销区域与分布分析,73%of Lamisil hospital sales is from 22 cities,41%of National,32%of National,医药市场分析及策略模板,第8页,品牌表现分析,区域性渗透现实状况：医院入药情况,Only 55%(339)of hospital listing in 22 cities,173 Hosp(28%),166 Hosp(27%),Total:618 Hospitals,医药市场分析及策略模板,第9页,品牌表现分析,重点医院渗透情况,29%(178)hospitals contribute 76%sales,54%(330)hospitals only contribute 11%sales,年采购量,进药医院数,销售贡献,Total,618,590,833,=5000,14,2%,107,540,18%,=1000,164,27%,344,880,58%,=500,110,18%,78,088,13%,=100,215,35%,56,594,10%,=1,115,19%,3,731,1%,医药市场分析及策略模板,第10页,品牌表现分析,品牌年度增加趋势,CAGR,：,5%,医药市场分析及策略模板,第11页,品牌表现分析,IMS market share by city,June 13,医药市场分析及策略模板,第12页,竞争对手分析,品牌,成份,厂家,规格,平均中标价,包装零售价与疗程治疗价,医保,Sporanox,Itraconazole,XJS,100mgx14,100mgx4,100mgx15,168RMB,53.4RMB,6721,008RMB,Y,Lamisil,Terbinafine,NVR,250mgx7,130RMB,7801,560RMB,Y,YiQiKang,Itraconazole,CD BeiTe,100mgx7,100mgx14,100mgx4,52.4RMB,102RMB,408612RMB,Y,DingKe,Terbinafine,SD QiLu,125mgx6,125mgx14,45.2RMB,102RMB,6121,224RMB,Y,医药市场分析及策略模板,第13页,竞争对手分析,销量与市场拥有率消长分析,数据起源与时间段,简明结论,Growth,07 vs.06,47%Sporanox,19%Lamisil,24%Yi Qi Kang,-4%Ding Ke,Market Value,Market Share,医药市场分析及策略模板,第14页,竞争对手分析,Lamisil vs.Sporanox value by city,IMS MAT,Lamisil is stronger than Sporanox in 7 cities,Only 37%of Sporanox sales is from centre city,LamisilSporanox,22 cities38,452,099 36,334,854,Nation52,606,21198,118,539,%73%37%,医药市场分析及策略模板,第15页,竞争对手分析,Brand awareness by city,The top of mind of Lamisil is still much lower than Sporanox,especial in GZ,BJ,WH,Source:Lamisil Brand Positioning June by TNS,Top of Mind,Total Awareness,97%,92%,100%,100%,100%,100%,80%,100%,93%,93%,90%,93%,June 13,医药市场分析及策略模板,第16页,竞品对标分析,Source:Lamisil Brand Positioning and New Opportunity Exploration Study,by TNS.,Profex analysis,医药市场分析及策略模板,第17页,客户分析：消费意向,在不一样目标适应症中客户用药意向分析（全国）,66%,39%,Source:Lamisil Brand Positioning June by TNS,医药市场分析及策略模板,第18页,客户分析：消费意向区域性差异,在不一样目标适应症中客户用药意向分析（区域）,Source:Lamisil Brand Positioning June by TNS,Onychomycosis,Tinea Pedis,医药市场分析及策略模板,第19页,患者就医行为与疾病诊疗流程,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,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,Population,594,Target Population,472,TP-42%,198,OM-6%,28,Hosp.-16%,32,Other-84%,166,Hosp-15%,4.25,Other-85%,24,Diagnosed,27(85%),Non-Diagnosed,4.8,Diagnosed,3.5(83%),Non-Diagnosed,0.72,New Patient,16(61%),Repeat Patient,11(39%),New Patient,2.4(69%),Repeat Patient,1.1(31%),Oral Only,4.3(16%),Topical Only,16.4(61%),Topical Only,1.2(34%),Oral+Topical,0.8(23%),Oral+Topical,6.2(23%),Oral Only,1.5(43%),Oral Only,1week,Topical Only,26week,Oral+Topical,1week,Oral Only,612weeks,Topical Only,3648week,Oral+Topical,612week,Patient share,Market Value,MS%,Treatment Period,Sporanox,6.1(TP-48%;OM46%),88m,41%,59 weeks,Lamisil,5.0(TP-39%;OM-40%),52m,24%,612 weeks,Others,1.7(TP-13%;OM-14%),77m,35%,28 weeks,医药市场分析及策略模板,第20页,品牌与销售成长关键节点,关键点与客户区隔,市场机会大小评定,我们把握有多大,时间节点,患者规模,(mil),市场价值,(Mil RMB),选择品牌,7.81,165,+,*,接收治疗,0.6,62,+,*,消费百分比,283(10%),81,+,*,医药市场分析及策略模板,第21页,对目标市场了解和策略形成路径,就医与处方习惯/,观察和发觉,观念改变,与行为改变,分析与假设,策略,与可行性,Dermatologist,Sporanox has larger,Share than Lamisil on OM,Different perception on Lamisil attributes,34%of OM patient only be prescribed topical medicine,Patient,The consulting rate is only 15%on OM patient,Most patient go back to drugstore when relapse,Pulse therapy of Sporanox is more convenient,Sporanox is broad spectrum,No difference between Spora.and Lamisil on efficacy&recurrence.,Lamisil Less renal/hepatic toxicity than Sporanox,Topical drug is enough for mild&moderate OM,Sporanox has very high awareness via hospital prescription,Lamisil has lower awareness in OM sufferers.,Fungicide can ensure better efficacy,Target is better than broad spectrum,Double-metabolized ensure safety,Lamisil is reliable low recurrence on OM,What every doctor prescribe is right for me,Communicate the fungicide mechanism,Emphsize 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 channel,Educate patient to go to hospital for OM treatment,.,医药市场分析及策略模板,第22页,目标市场现实状况与发展动力,目标市场定义、规模现实状况、规模预期,目标市场中市场领导者（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）,造成销售差异主要原因,区域性原因,季节性原因,患者人群原因（性别、年纪,）,治疗选择偏好（剂型、规格、用药路径、配伍、禁忌）,医药市场分析及策略模板,第23页,品牌现实状况与销售成长面临问题,目标客户认知与接收度,目标客户心目中理想产品,目标客户认为产品存在可改进问题,区域或季节性原因,南北差异，东西部差异，省会与地县差异,季节，年节,市场覆盖与渗透深度,现有客户单位贡献,医药市场分析及策略模板,第24页,阶段性营销目标,2,nd,5,th,年,远期目标与使命,当年,定性,定量,定性,半定量,定性,医药市场分析及策略模板,第25页,定位陈说：,*（品牌），（较同类现有产品）含有*功效（差异化竞争优势），以及*主张被目标客户广泛认同，所以，是治疗*最正确选择或者首选。,目标客户：,医院市场,:,*科室，*专业专科医生,/,药剂师,/,护士,/,技师,OTC,市场：*疾病患者，看护者,/,家长,品牌定位,医药市场分析及策略模板,第26页,市场策略,上六个月策略,下六个月策略,年度策略,覆盖,渗透,差异化扩大,医药市场分析及策略模板,第27页,当期关键推广信息,产品推广口号,品牌主张使用者利益,支持上述口号和主张证据,医药市场分析及策略模板,第28页,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 program,-National dermatologist association cooperation,Sponsorship,-International congress,-China conferences,-Publication,Advertisement,-Chinese dermatology;Clinical dermatology;Chinese mycology,医药市场分析及策略模板,第29页,关键行动实施方案,策略,行动实施方案,质控指标和关键节点,医药市场分析及策略模板,第30页,行动安排日历,June 13,医药市场分析及策略模板,第31页,销售预期,医药市场分析及策略模板,第32页,当年和未来,5,年销售预测,医药市场分析及策略模板,第33页,Thank You!,医药市场分析及策略模板,第34页,