医药市场分析及策略模板

AreWeReady？Sept15,2013June13,2008市场计划的地位销售预期品牌（年度市场）营销计划产品线业务发展计划支撑公司财报的整合业务规划企业发展规划与当前的市场表现产品X年度市场营销计划时间段：2014年1月~12月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Sept15,2013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277,518,949279,776,614278,173,546368,080,8781%-1%32%-5%0%5%10%15%20%25%30%35%050,000,000100,000,000150,000,000200,000,000250,000,000300,000,000350,000,000400,000,0002010201120122013MarketValueGrowth%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•数据来源和所属时段•简要结论05,000,00010,000,00015,000,00020,000,00025,000,00030,000,00035,000,00040,000,00045,000,000BJSHGZHZSu-XiNJWHSZFuXiaqQuanSYCDTJCQZZJNNBQDDLCZSystemantifungal33%ofNational24%ofNational品牌表现分析医院纯销的区域与分布分析•73%ofLamisilhospitalsalesisfrom22cities020,00040,00060,00080,000100,000120,000BJSHGZHZNJSXWHSZFXQSYCDTJCQZZJNNBQDDLCZ41%ofNational32%ofNational品牌表现分析区域性渗透现状：医院入药情况Only55%(339)ofhospitallistingin22cities645232251412207516655102523165010203040506070BJSHGZHZNJWHFXQSYCDTJCQJNZZSZNBSXCZQDDL173Hosp(28%)166Hosp(27%)Total:618Hospitals品牌表现分析重点医院渗透状况•29%(178)hospitalscontribute76%sales•54%(330)hospitalsonlycontribute11%sales年采购量进药医院数销售贡献Total618590,833=5000142%107,54018%=100016427%344,88058%=50011018%78,08813%=10021535%56,59410%=111519%3,7311%品牌表现分析品牌的年度增长趋势45,316,92741,087,85944,138,34052,606,21191%107%119%010,000,00020,000,00030,000,00040,000,00050,000,00060,000,00020042005200620070%20%40%60%80%100%120%140%lamisilGrowthCAGR：5%June13,2008品牌表现分析IMSmarketsharebycity,0%5%10%15%20%25%30%35%40%SHBJGZHZNJQDSYWHDLCDCQCZFXQJNNBSZSXTJZZMAT2007MAT2006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医保SporanoxItraconazoleXJS100mgx14100mgx4100mgx15168RMB53.4RMB672~1,008RMBYLamisilTerbinafineNVR250mgx7130RMB780~1,560RMBYYiQiKangItraconazoleCDBeiTe100mgx7100mgx14100mgx452.4RMB102RMB408~612RMBYDingKeTerbinafineSDQiLu125mgx6125mgx1445.2RMB102RMB612~1,224RMBY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020,000,00040,000,00060,000,00080,000,000100,000,000120,000,0002004200520062007Growth07vs.0647%Sporanox19%Lamisil24%YiQiKang-4%DingKe27%26%24%27%16%15%16%14%5%7%9%9%8%8%8%6%0%5%10%15%20%25%30%2004200520062007MarketValueMarketShare竞争对手分析Lamisilvs.Sporanoxvaluebycity,IMSMAT2007LamisilisstrongerthanSporanoxin7citiesOnly37%ofSporanoxsalesisfromcentrecity02,000,0004,000,0006,000,0008,000,00010,000,00012,000,000SHBJGZHZNJQDSYWHDLCDCQCZFXQJNNBSZSXTJZZLamisilSporanoxLamisilSporanox22cities38,452,09936,334,854Nation52,606,21198,118,539%73%37%June13,2008竞争对手分析BrandawarenessbycityThetopofmindofLamisilisstillmuchlowerthanSporanox,especialinGZ,BJ,WHSource:LamisilBrandPositioning&NewOpportunityExplorationStudy;June2006byTNS63%43%87%50%60%61%23%40%10%47%40%31%0%20%40%60%80%100%BJSHGZHZWHAverageSporanoxLamisilTopofMindTotalAwareness97%92%100%100%100%100%80%100%93%93%90%93%竞品对标分析Source:LamisilBrandPositioningandNewOpportunityExplorationStudy,byTNS2006.ProfexanalysisPerceptionofrelapseratePerceptionofsymptomreleasingLishengMeiFu®ItraconazoleGxKangnanYiQiKang®ItraconazoleGxPerceptionofmycologicalefficacyRealefficacyforreleasingsymptomSideeffect(perception=reality)Convenience(pulsetherapyofSpo)BuchangBeiJia®TerbinafineGxMechanism-fungicidePriceNovartisLamisil®J&JSporanox®RealmycologicalefficacyQiLuCriteriaFavorablemeta-analysisresultRealrelapserateDingke®TerbinafineGxProductPerceptionofrelapseratePerceptionofsymptomreleasingLishengMeiFu®ItraconazoleGxKangnanYiQiKang®ItraconazoleGxPerceptionofmycologicalefficacyRealefficacyforreleasingsymptomSideeffect(perception=reality)Convenience(pulsetherapyofSpo)BuchangBeiJia®TerbinafineGxMechanism-fungicidePriceNovartisLamisil®J&JSporanox®RealmycologicalefficacyQiLuCriteriaFavorablemeta-analysisresultRealrelapserateDingke®TerbinafineGxProduct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）61%34%16%43%23%23%0%10%20%30%40%50%60%70%80%90%100%TineaPadisOnychomycosisTopicalonlyOralonlyBoth66%39%Source:LamisilBrandPositioning&NewOpportunityExplorationStudy;June2006byTNS客户分析：消费意向的区域性差异在不同目标适应症中客户用药意向分析（区域）Source:LamisilBrandPositioning&NewOpportunityExplorationStudy;June2006byTNS29.349.218.829.844.246.635.357.542.631.224.015.523.627.724.70%20%40%60%80%100%BJN=30SHN=30GZN=30WHN=20HZN=30TopicaltreatmentonlyOraltreatmentonlyTopical&oraltreatment66.870.842.577.555.110.313.223.211.718.822.916.034.310.926.10%20%40%60%80%100%BJN=30SHN=30GZN=30WHN=20HZN=30TopicaltreatmentonlyOraltreatmentonlyTopical&oraltreatmentOnychomycosisTineaPedis患者就医行为与疾病诊疗流程Source:ChineseStatisticsYearbook2007Lamisil-OStudybyTNSCompanyin2006.Lamisil-OStudybySynovatecompanyin2006.BasedonLamisil&SporanoxlIMSsales2007Q4MAT.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+Topical6~12weekPa