医药市场分析及策略模板
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Top of Mind
Sporanox
31%
Lamisil
Total Awareness 97% 92% 100% 100% 100% 100% 80% 100% 93% 93% 90% 93%
Average
61% 40% 60% 47% 50% 10% 87% 40% 43% 23% 63% 0% 20% 40% 60% 80%
WH
HZ
GZ
SH
BJ
100%
June 13, 2008
Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNS
竞品对标分析
Product
Terbinafine Gx Itraconazole Gx
168RMB 53.4RMB 130RMB
Y
Lamisil
Terbinafine
NVR
Y
YiQiKang
Itraconazole
CD BeiTe
100mgx7 100mgx14 100mgx4
125mgx6 125mgx14
52.4RMB 102RMB
45.2RMB 102RMB
408~612RMB
在不同目标适应症中客户用药意向分析（区域）
Onychomycosis
100% 24.0 80% 35.3 60% 46.6 57.5 40% 49.2 20% 29.3 18.8 0% BJ N=30 SH N=30 GZ N=30 WH N=20 HZ N=30 0% BJ N=30 SH N=30 GZ N=30 WH N=20 HZ N=30 29.8 42.6 40% 66.8 44.2 20% 70.8 42.5 31.2 60% 23.2 77.5 55.1 15.5 23.6 27.7 24.7 80% 10.3 18.8 100% 22.9 16.0 34.3 13.2 10.9 11.7 26.1
66%
50% 40% 30% 20% 10% 0% Tinea Padis Onychomycosis
61% 34%
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
0 SH BJ GZ HZ NJ QD SY WH DL CD CQ CZ FXQ JN NB SZ SX TJ ZZ
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
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
Market Value Growth%
368,080,878
400,000,000 350,000,000 300,000,000 250,000,000 200,000,000
Patient share Sporano x 6.1 (TP48%;OM46%)
MS% 41%
Treatment Period 5~9 weeks
Target Population 472 OM-6% 28 Hosp-15% 4.25
Lamisil
Others
5.0 (TP-39%;OM40%)
1.7 (TP-13%;OMNew Patient 14%)
Are We Ready？
Sept 15, 2013
市场计划的地位
企业发展规划与当前的市场表现
支撑公司财报的整合业务规划
产品线业务发展计划
品牌（年度市场）营销计划
销售预期
June 13, 2008
产品X 年度市场营销计划
时间段：2014年1月~12月
纲要
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
年采购量 Total >=5000 >=1000 >=500 >=100
进药医院数 618 14 164 110 215 2% 27% 18% 35%
销售贡献 590,833 107,540 344,880 78,088 56,594 18% 58% 13% 10%
>=1
115
19%
3,731
1%
品牌表现分析
Yi Qi Kang®
Criteria Real efficacy for releasing symptom Perception of symptom releasing Real mycological efficacy Perception of mycological efficacy Side effect (perception= reality) Convenience (pulse therapy of Spo) Price Mechanism - fungicide Real relapse rate Perception of relapse rate Favorable meta-analysis result
Lamisil®
Mei Fu®
Bei Jia®
Qi Lu
Dingke®
Kang nan
Lisheng
Buchang
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）
Topical only
100% 90% 80% 70% 60%
Oral only
Both
23%
23%
39%
16% 43%
CD
CQ
CZ FXQ
JN
NB
SZ
SX
TJ
ZZ
June 13, 2008
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
672~1,008RM B 780~1,560RM B
医保
Sporanox
Itraconazole
XJS
100mgx14 100mgx4 100mgx15 250mgx7
J&J
Source: Lamisil Brand Positioning and New Opportunity Exploration Study, by TNS 2006. Profex analysis
Sporanox®
Itraconazole Gx
Terbinafine Gx
Novartis
患者就医行为与疾病诊疗流程
发病率和患者池规模
Hosp.-16% 32
就诊率
Diagnosed 27(85%)
治疗方案选择
Oral Only 4.3(16%) Topical Only 16.4(61%) Repeat Patient 11(39%) Oral+Topical 6.2(23%)
Market Value 88m
44,138,340
45,316,927 41,087,859
107%
100% 80%
91%
品牌表现分析
IMS market share by city,
MAT 2007 MAT 2006
40% 35% 30% 25% 20% 15% 10% 5% 0%
SH BJ GZ
HZ
NJ
QD
SY
WH
DL
Tinea Pedis
Topical treatment only Oral treatment only Topical & oral treatment
Topical treatment only Oral treatment only Topical & oral treatment
Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNS
32% of National
S Z F X Q
D
W H
S H
JN
Q
B
Z
D
Z
J
J
L D
S X
S Y
B
G
N
Z
QLeabharlann Baidu
H
C
T
N
C
C
Z
Z
J
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 cities
173 Hosp (28%)
70 60 50 40 30 20 32 10 0 25 14 12 20 7 5 25 16 6 5 5 10 1 23 6 5 64 52
2005
2006
2007
竞争对手分析
Lamisil vs. Sporanox value by city, IMS MAT2007 Lamisil is stronger than Sporanox in 7 cities Only 37% of Sporanox sales is from centre city
Y
DingKe
Terbinafine
SD QiLu
612~1,224RM B
Y
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
Market Value
120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 0 2004 2005 2006 2007
品牌的年度增长趋势
CAGR：5%
60,000,000 50,000,000 40,000,000 30,000,000 60% 20,000,000 10,000,000 0 2004 2005 2006 2007 40% 20% 0%
lamisil
Growth
52,606,211
140% 119% 120%
ua n
G Z
H Z
ZZ
TJ
Z
D L
C Q
C D
N B
uX
W
Fu
Xi a
qQ
S
Q D
S
S
C Z
H
JN
B J
N J
H
S
Y
i
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 cities
41% of National
120,000 100,000 80,000 60,000 40,000 20,000 0
品类与品牌选择
Unit: Million 依从性
Oral Only 1week Topical Only 2~6week Oral+Topical 1week
New Patient 16(61%)
Other-84% 166 TP-42% 198 Urban Population 594
Non-Diagnosed 4.8
Growth 07 vs. 06
30%
27%
Market Share
27% 24%
47% Sporanox
25% 20%
26%
19%
Lamisil
15% 10% 5% 0%
16% 15%
16% 14%
24% Yi Qi Kang -4% Ding Ke
8% 5%
8% 7%
9% 8%
9% 6%
2004
Total: 618 Hospitals
166 Hosp (27%)
BJ
SH
G
Z
HZ
NJ
H W
Q FX
SY
CD
TJ
CQ
JN
ZZ
SZ
NB
SX
CZ
Q
D
DL
品牌表现分析
重点医院渗透状况
• 29% (178)hospitals contribute 76% sales • 54% (330) hospitals only contribute 11% sales
12,000,000
Lamisil
Sporanox
Lamisil Sporanox 36,334,854 98,118,539 37% 22 cities Nation % 38,452,099 52,606,211 73%
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
• 数据来源和所属时段 • 简要结论
45,000,000 40,000,000 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0
33% of National
System antifungal
24% of National
150,000,000 100,000,000 50,000,000 0
35% 30%
32%
25% 20% 15%
10% 5%
277,518,949
279,776,614
278,173,546
1%
-1% 2012 2013
0% -5%
2010
2011
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
Sporanox
31%
Lamisil
Total Awareness 97% 92% 100% 100% 100% 100% 80% 100% 93% 93% 90% 93%
Average
61% 40% 60% 47% 50% 10% 87% 40% 43% 23% 63% 0% 20% 40% 60% 80%
WH
HZ
GZ
SH
BJ
100%
June 13, 2008
Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNS
竞品对标分析
Product
Terbinafine Gx Itraconazole Gx
168RMB 53.4RMB 130RMB
Y
Lamisil
Terbinafine
NVR
Y
YiQiKang
Itraconazole
CD BeiTe
100mgx7 100mgx14 100mgx4
125mgx6 125mgx14
52.4RMB 102RMB
45.2RMB 102RMB
408~612RMB
在不同目标适应症中客户用药意向分析（区域）
Onychomycosis
100% 24.0 80% 35.3 60% 46.6 57.5 40% 49.2 20% 29.3 18.8 0% BJ N=30 SH N=30 GZ N=30 WH N=20 HZ N=30 0% BJ N=30 SH N=30 GZ N=30 WH N=20 HZ N=30 29.8 42.6 40% 66.8 44.2 20% 70.8 42.5 31.2 60% 23.2 77.5 55.1 15.5 23.6 27.7 24.7 80% 10.3 18.8 100% 22.9 16.0 34.3 13.2 10.9 11.7 26.1
66%
50% 40% 30% 20% 10% 0% Tinea Padis Onychomycosis
61% 34%
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
0 SH BJ GZ HZ NJ QD SY WH DL CD CQ CZ FXQ JN NB SZ SX TJ ZZ
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
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
Market Value Growth%
368,080,878
400,000,000 350,000,000 300,000,000 250,000,000 200,000,000
Patient share Sporano x 6.1 (TP48%;OM46%)
MS% 41%
Treatment Period 5~9 weeks
Target Population 472 OM-6% 28 Hosp-15% 4.25
Lamisil
Others
5.0 (TP-39%;OM40%)
1.7 (TP-13%;OMNew Patient 14%)
Are We Ready？
Sept 15, 2013
市场计划的地位
企业发展规划与当前的市场表现
支撑公司财报的整合业务规划
产品线业务发展计划
品牌（年度市场）营销计划
销售预期
June 13, 2008
产品X 年度市场营销计划
时间段：2014年1月~12月
纲要
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
年采购量 Total >=5000 >=1000 >=500 >=100
进药医院数 618 14 164 110 215 2% 27% 18% 35%
销售贡献 590,833 107,540 344,880 78,088 56,594 18% 58% 13% 10%
>=1
115
19%
3,731
1%
品牌表现分析
Yi Qi Kang®
Criteria Real efficacy for releasing symptom Perception of symptom releasing Real mycological efficacy Perception of mycological efficacy Side effect (perception= reality) Convenience (pulse therapy of Spo) Price Mechanism - fungicide Real relapse rate Perception of relapse rate Favorable meta-analysis result
Lamisil®
Mei Fu®
Bei Jia®
Qi Lu
Dingke®
Kang nan
Lisheng
Buchang
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）
Topical only
100% 90% 80% 70% 60%
Oral only
Both
23%
23%
39%
16% 43%
CD
CQ
CZ FXQ
JN
NB
SZ
SX
TJ
ZZ
June 13, 2008
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
672~1,008RM B 780~1,560RM B
医保
Sporanox
Itraconazole
XJS
100mgx14 100mgx4 100mgx15 250mgx7
J&J
Source: Lamisil Brand Positioning and New Opportunity Exploration Study, by TNS 2006. Profex analysis
Sporanox®
Itraconazole Gx
Terbinafine Gx
Novartis
患者就医行为与疾病诊疗流程
发病率和患者池规模
Hosp.-16% 32
就诊率
Diagnosed 27(85%)
治疗方案选择
Oral Only 4.3(16%) Topical Only 16.4(61%) Repeat Patient 11(39%) Oral+Topical 6.2(23%)
Market Value 88m
44,138,340
45,316,927 41,087,859
107%
100% 80%
91%
品牌表现分析
IMS market share by city,
MAT 2007 MAT 2006
40% 35% 30% 25% 20% 15% 10% 5% 0%
SH BJ GZ
HZ
NJ
QD
SY
WH
DL
Tinea Pedis
Topical treatment only Oral treatment only Topical & oral treatment
Topical treatment only Oral treatment only Topical & oral treatment
Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNS
32% of National
S Z F X Q
D
W H
S H
JN
Q
B
Z
D
Z
J
J
L D
S X
S Y
B
G
N
Z
QLeabharlann Baidu
H
C
T
N
C
C
Z
Z
J
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 cities
173 Hosp (28%)
70 60 50 40 30 20 32 10 0 25 14 12 20 7 5 25 16 6 5 5 10 1 23 6 5 64 52
2005
2006
2007
竞争对手分析
Lamisil vs. Sporanox value by city, IMS MAT2007 Lamisil is stronger than Sporanox in 7 cities Only 37% of Sporanox sales is from centre city
Y
DingKe
Terbinafine
SD QiLu
612~1,224RM B
Y
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
Market Value
120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 0 2004 2005 2006 2007
品牌的年度增长趋势
CAGR：5%
60,000,000 50,000,000 40,000,000 30,000,000 60% 20,000,000 10,000,000 0 2004 2005 2006 2007 40% 20% 0%
lamisil
Growth
52,606,211
140% 119% 120%
ua n
G Z
H Z
ZZ
TJ
Z
D L
C Q
C D
N B
uX
W
Fu
Xi a
S
Q D
S
S
C Z
H
JN
B J
N J
H
S
Y
i
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 cities
41% of National
120,000 100,000 80,000 60,000 40,000 20,000 0
品类与品牌选择
Unit: Million 依从性
Oral Only 1week Topical Only 2~6week Oral+Topical 1week
New Patient 16(61%)
Other-84% 166 TP-42% 198 Urban Population 594
Non-Diagnosed 4.8
Growth 07 vs. 06
30%
27%
Market Share
27% 24%
47% Sporanox
25% 20%
26%
19%
Lamisil
15% 10% 5% 0%
16% 15%
16% 14%
24% Yi Qi Kang -4% Ding Ke
8% 5%
8% 7%
9% 8%
9% 6%
2004
Total: 618 Hospitals
166 Hosp (27%)
BJ
SH
G
Z
HZ
NJ
H W
Q FX
SY
CD
TJ
CQ
JN
ZZ
SZ
NB
SX
CZ
Q
D
DL
品牌表现分析
重点医院渗透状况
• 29% (178)hospitals contribute 76% sales • 54% (330) hospitals only contribute 11% sales
12,000,000
Lamisil
Sporanox
Lamisil Sporanox 36,334,854 98,118,539 37% 22 cities Nation % 38,452,099 52,606,211 73%
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
• 数据来源和所属时段 • 简要结论
45,000,000 40,000,000 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0
33% of National
System antifungal
24% of National
150,000,000 100,000,000 50,000,000 0
35% 30%
32%
25% 20% 15%
10% 5%
277,518,949
279,776,614
278,173,546
1%
-1% 2012 2013
0% -5%
2010
2011
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