十大咨询公司经典案例之四-贝恩-拜耳医药-中国东部渠道战略规划

Nanjing:
• Five first tier distributors/branches, including: - Nanjing Pharmaceutical - Jiangsu Pharmaceutical
• Bai Xin Drug Store chain • Xian Sheng Drug Store chain • Hua Dong Drug Store chain • Two other drug stores
Distributor
Shanghai: • Seven first tier distributors/branches, including: - Shanghai Pharmaceutical - China Pharmaceutical • Four second tier distributors
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China Distribution Strategy Shanghai: Interview List (I)
Organization Hospitals • Longhua Hospital (Tier 3) (10 • Huadong Hospital (Tier 3) hospitals, • Zhongshan Hospital (Tier 3) 15 interviews): • No. 1 Women & Children Health Hospital (Tier 2) • Yang Pu Central District Hospital (Tier 2) • Huang Pu Central District Hospital (Tier 2) • Zha Bei Central District Hospital (Tier 2) • Yichuan Community Hospital (Tier 2) • Linfen Community Hospital (Tier 1) • Haining Community Hospital (Tier 1) Interviewee • Mr. Liu Yuehua • Dr. Wang Gensheng • Dr. He Lijian Title • Director of pharmacy • Director of GI department • Chief Physician of Internal Medicine (Member of RDL committee) • • • • • • • • • • • • Director of pharmacy Director of Internal Medicine Director of pharmacy Director of pharmacy Director of GI department Director of Women’s Health Director of pharmacy Director of pharmacy Doctor of Internal Medicine Director of pharmacy Director of pharmacy Chief Physician of Internal Medicine
Bayer
• Previous attempts to enter China OTC market not fruitful • Introduced three OTC products over the past year with initial success - on government drug list in several major coastal provinces • Changes in healthcare and reimbursement system • Emergence of new retail and distribution channels • Uncertainty in predicting scale of changes and impact
Develop an entry strategy for Bayer’s OTC business in China
Market • Market size - by channel - by products • Leading manufacturer performance - including case studies • Assessment of Bayer performance - what works/what does not work • Future forecasts - city prioritization
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China Distribution Strategy Workplan
100%
80
Shanghai
Data Synthesis/ Integration
60
Percent of Team Resources
40
Pre-planning Pre-Planning
• Three Tier 3 - Jiangsu People’s - Nanjing No. 1 • Three Tier 2 • One Tier 1
• Bayer management interview: - hospital sales • Shanghai Squibb Sales
Changzhou: • Changzhou Pharmaceutical - New Drug - No. 1 Wholesale
Retailers • Key retailer profiles • Size and segmentation by retailer type • Structure - pricing and margins - logistic requirements - decision making process
Regulatory • Regulatory trends - insurance - reimbursement • Other country market evolution - Europe (Germany?) and US?
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China Distribution Strategy Project Background
• Six drug stores, including four branches under Changzhou Pharmaceutical chain
• One Tier 3 - Changzhou No. 1 • Three Tier 2
• Bayer management interviews: - area sales - drug store sales - pharmaceutical sales
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China Distribution Strategy Eastern China: Shanghai, Nanjing, Changzhou Interim Review: Shanghai
27 July 1999
China Distribution Strategy Agenda: 27 July 1999
Others:
• Eli Lilly • Shanghai Medical School, Dept. of Health Science
• Mr. Peter Zhang • Prof. Chen Wen
• Marketing Manager • Professor/Researcher
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Retailer
• Shanghai No. 1 Pharmaceutical • Huashi Chain Store - purchasing manager - one branch manager • Eight other drug stores • • • •
Hospitals
Four Tier 3 Four Tier 2 Three Tier 1 Targeting pharmacy managers and physicians (internal medicine, GI, dermatology, women’s health)
Hospitals/Doctors • Size and segmentation by hospital size • Purchase criteria/behavior - payment terms - logistics requirements - product usage - decision making process
• • • • • • • • • • • •
Mr. Guo Mr. Hua Erquan Mr. Liu Weiguo Mr. Zhang Bin Dr. Cao Dr. Wang Ling Dr. Ji Mr. Yang Dr. Tai Mr. Cai Yourong Mr. Hu Xishan Dr. Sun
Nanjing
Roll-out Field Research
Strategy Integration
20
Option Development Changzhou
0
June/July
AuguHale Waihona Puke tSeptember bc
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China Distribution Strategy Activities To Date (June 18 - July 27)
• Develop re-entry strategy for Bayer’s OTC business in China
Project
• Initial focus on Eastern China: Shanghai, Nanjing and Changzhou • Focus on four product categories: GI, pain, anti-fungal and multi-vitamin • Conduct primary research and integrate findings into factbase and strategy
Other
• Bayer management interviews: - sales - marketing - government affairs - pharmaceutical • Shanghai Medical University • Eli Lilly Marketing Manager
Distribution • Characteristics for different product categories - western vs. TCM - pharmaceutical vs. OTC products • Structure - pricing and margin • Key distributor profiles and evaluation • Tier 1 vs. Tier 2/3 city trends - rural vs. urban
• Introduction/Project Background • Eastern China Findings • Critical Issues • Next Steps
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China Distribution Strategy Critical Issues
China Distribution Strategy Shanghai: Interview List (II)
Organization Distributors (11): • Shanghai Pharmaceutical Co. - New Drug branch - Yandong branch - Shijiao branch - Huxi branch • Shanghai No. 1 Pharmaceutical Co. • China Pharmaceutical Group, Shanghai Branch - Medicines business branch • Shanghai Jingan Pharmaceutical Co. • Shanghai Changning District Pharmaceutical Co. • Shanghai Leiyunshang Northern Area Medicine General • Shanghai Minhang District Pharmaceutical Co. • Shanghai Zhabei District Pharmaceutical Co. • Shanghai No. 1 Pharmaceutical • Huashi Chain Store - headquarters - Huashi Drug Store (Yangpu) • Huning Drug store • Kanghua Drug store • Changxin Drug store • Guolian Drug store • Xinte Drug store • Watson (Huaihai Road outlet) • Fengyang Drug Store(affiliated with Huashi) • Jianshen Drug Store(chain store of Zhabei District) Interviewee • Shanghai Pharmaceutical Co. - Mr. Tu Qizhong - Mr. Chen Zhenghui - Mr. Du Xieming - Mr. Liu Yaohua • Mr. Yao Jun • China Pharmaceutical Group, - Mr. Yang Chengli/Lin • Ms. Zhang Lin • Mr. Wang Ziwei • Ms. Zhang Yahua • Mr. Fan Huafang • Mr. Xu Jianguo • Mr. Ou • Huashi Chain Store - Mr. Gao - Mr. Wang • N/A • Pang • N/A • Mr. Chan • Mr. Kong • Mr. Wu Xiongwei • Mr. Cao Xingzu • Mr. Fang Zhiwei Title • Shanghai Pharmaceutical Co. - Manager - Manager - Manager - Manager • Assistant Manager • China Pharmaceutical Group, - Manager • Manager • Assistant Manager • Assistant Manager • Manager • Manager • Assistant Manager • Huashi Chain Store - Manager - Manager • Manager • Manager • Manager • Manager • Manager • Manager • Manager • Manager