麦肯锡给医药行业的报告(PPT+49页)

Town hospital
Pharmacy/clinics
Increased price sensitivity
Changed medical insurance policy
Improved highway infrastructure Rich information access
TV Newspaper
CLINICS ARE PLAYING IMPORTANT ROLE ESPECIALLY AT COUNTY AND TOWN AND BELOW
Clinics' share in total drug sales Percent
Sichuan
Overall 36%
Shandong
27%
City
8
3
XJP should think about cost-effective way to lock in individual clinic/barefoot doctors
County
26
8
Town
34
27
Village
100
100
Source: Interview; McKinsey analysis
Class 2 & below hospital
Class 3 hospital Regional city
Pharmacy
Clinic
County
Town
Village
Source: McKinsey analysis
BROAD MARKET DRUGS INCLUDE OTC AND "OUT PATIENT" Rx DRUGS
3-5 20-30 10-15 1 0
95-97
Self-pay
70-80
85-90
99
100
For those with insurance, they can use their personal accounts (~RMB 100~300 per year) to cover their broad market drug expense In loosely controlled region (like Yantai), patients can treat the personal accounts as savings account Patients pay on their own after the account balance is zero A majority of population does not have insurance They pay broad market drugs by themselves
6
7
2
12 15
Mn RMB
City County
15 28 24
Broad market represents 94% of demand
36
39
31
38
Town
19 16 24
26 47
24
Village
19 19 18
33 15 2 12
Class 3 hospital
All 4 cities
16 47 37
* 40% of the patients changed their mind in pharmacy Source: Interview; Focus group; McKinsey analysis
Perceived drug available but persuaded by pharmacy clerk
Broad market drug sales breakdown by geography Percent 100%= 3.6
6% 20
Sales breakdown of XJP product Percent 100%= 21
1%
2.3
6 20
1.3
6 21
Bn RMB
Other channel at city level
Total drug sales breakdown Percent
Pharmacy 37%
42 52
33
13
"When I go to the pharmacy without a drug in mind, I just ask the pharmacy clerk to recommend. Then I will check the drug's introduction sheet, if this drug covers my disease, I will have a try" – Yibin city level focus group
Examples
Motilium
Gyno-Daktarin
Sporanox / Sibelium
Cipramil
Source: McKinsey analysis
McKinsey Key Findings Overall Market Situation
BROAD MARKET REPRESENTS 94% OF OVERALL DEMAND FOR Broad market BRived drug not available; persuaded by pharmacy clerk
Changed mind by myself
XJP should design special initiatives to target pharmacy channels
DUE TO LOW INSURANCE COVERAGE AND RECENT REIMBURSEMENT POLICIY CHANGES, MOST PATIENTS PAY BROAD MARKET DRUGS BY THEMSELVES
Insurance coverage in Yantai & Jining Insured
G.I. Category Review
FOR GI DISFUNCTION DRUGS AS A WHOLE THERE IS SIGNIFICANT LATENT DEMAND; PEOPLE GENERALLY SEEK TREATMENT IN CLINICS AND PHARMACIES Motilium's
Broad market drugs
OTC Mature Targeting easily diagnosed, nonlife threatening diseases
Rx
New
Outpatient
In-hospital
Easy to use
Relatively cheap Relatively safe with few side effect
Hospital
30 32 45 31 16
Overall Motilium Gyno Daktarin
35
Clinics
32
"What makes you change your perceived drugs?"* – Pharmacy patient survey Percent, Shandong city level
Percent
100
Motilium has a vast room for grow because of significant leakage along the patient flow 60% of GI patients that do seek treatment Current market share of 4% which could be grown further Among the 40% people who seek GI treatment, about 30% would buy banded generic drugs**, while the rest would buy non-brand generic drugs
McKinsey Broad Market Study Process
Project design (Q1, 2003) Project review with local and regional J-C team (Apr. 03) Survey market selection (Apr. 03) Field work in 2 cities in Shandong (May 03) 1st interim report (mid-June 03) Field work in 2 cities in Sichuan (mid-June – mid-July 03) 2nd interim report and Killer Idea workshop (end July 03) Final report (Aug. 03) Presentation to corporate management (Sept. 03)
BROAD MARKET CAN BE DEFINED AS CLASS 2 HOSPITALS AND BELOW AT REGIONAL CITY LEVEL AND ALL HEALTH CARE INSITITUTIONS AT COUNTY LEVEL AND BELOW Broad market
GDP per capita: # of county 9,199
Shandong*
11,300
Sichuan*
5,801
Motilium
GynoDaktarin
Sibelium**
32
18
14