之四-贝恩-拜耳医药-中国东部渠道战略规划

BcChinaDistributionStrategyEasternChina:Shanghai,Nanjing,ChangzhouInterimReview:Shanghai27July1999bcHKG2July27EastChina•Introduction/ProjectBackground•EasternChinaFindings•CriticalIssues•NextStepsChinaDistributionStrategyAgenda:27July1999bcHKG3July27EastChinaChinaDistributionStrategyCriticalIssuesDevelopanentrystrategyforBayer’sOTCbusinessinChinaMarketDistributionHospitals/DoctorsRetailers•Marketsize-bychannel-byproducts•Leadingmanufacturerperformance-includingcasestudies•AssessmentofBayerperformance-whatworks/whatdoesnotwork•Futureforecasts-cityprioritization•Characteristicsfordifferentproductcategories-westernvs.TCM-pharmaceuticalvs.OTCproducts•Structure-pricingandmargin•Keydistributorprofilesandevaluation•Tier1vs.Tier2/3citytrends-ruralvs.urbanRegulatory•Sizeandsegmentationbyhospitalsize•Purchasecriteria/behavior-paymentterms-logisticsrequirements-productusage-decisionmakingprocess•Keyretailerprofiles•Sizeandsegmentationbyretailertype•Structure-pricingandmargins-logisticrequirements-decisionmakingprocess•Regulatorytrends-insurance-reimbursement•Othercountrymarketevolution-Europe(Germany?)andUS?bcHKG4July27EastChina•PreviousattemptstoenterChinaOTCmarketnotfruitful•IntroducedthreeOTCproductsoverthepastyearwithinitialsuccess-ongovernmentdruglistinseveralmajorcoastalprovinces•Changesinhealthcareandreimbursementsystem•Emergenceofnewretailanddistributionchannels•UncertaintyinpredictingscaleofchangesandimpactBayerProject•InitialfocusonEasternChina:Shanghai,NanjingandChangzhou•Focusonfourproductcategories:GI,pain,anti-fungalandmulti-vitamin•Conductprimaryresearchandintegratefindingsintofactbaseandstrategy•Developre-entrystrategyforBayer’sOTCbusinessinChinaChinaDistributionStrategyProjectBackgroundbcHKG5July27EastChina020406080Pre-planning100%Roll-outFieldResearchDataSynthesis/IntegrationStrategyIntegrationOptionDevelopmentPercentofTeamResourcesJune/JulySeptemberAugustShanghaiNanjingChangzhouChinaDistributionStrategyWorkplanPre-PlanningbcHKG6July27EastChinaChinaDistributionStrategyActivitiesToDate(June18-July27)DistributorRetailerHospitalsOtherShanghai:Nanjing:Changzhou:•Sevenfirsttierdistributors/branches,including:-ShanghaiPharmaceutical-ChinaPharmaceutical•Foursecondtierdistributors•ShanghaiNo.1Pharmaceutical•HuashiChainStore-purchasingmanager-onebranchmanager•Eightotherdrugstores•FourTier3•FourTier2•ThreeTier1•Targetingpharmacymanagersandphysicians(internalmedicine,GI,dermatology,women’shealth)•Bayermanagementinterviews:-sales-marketing-governmentaffairs-pharmaceutical•ShanghaiMedicalUniversity•EliLillyMarketingManager•Fivefirsttierdistributors/branches,including:-NanjingPharmaceutical-JiangsuPharmaceutical•BaiXinDrugStorechain•XianShengDrugStorechain•HuaDongDrugStorechain•Twootherdrugstores•ThreeTier3-JiangsuPeople’s-NanjingNo.1•ThreeTier2•OneTier1•Bayermanagementinterview:-hospitalsales•ShanghaiSquibbSales•ChangzhouPharmaceutical-NewDrug-No.1Wholesale•Sixdrugstores,includingfourbranchesunderChangzhouPharmaceuticalchain•OneTier3-ChangzhouNo.1•ThreeTier2•Bayermanagementinterviews:-areasales-drugstoresales-pharmaceuticalsalesbcHKG7July27EastChina•LonghuaHospital(Tier3)•HuadongHospital(Tier3)•ZhongshanHospital(Tier3)•No.1Women&ChildrenHealthHospital(Tier2)•YangPuCentralDistrictHospital(Tier2)•HuangPuCentralDistrictHospital(Tier2)•ZhaBeiCentralDistrictHospital(Tier2)•YichuanCommunityHospital(Tier2)•LinfenCommunityHospital(Tier1)•HainingCommunityHospital(Tier1)•Directorofpharmacy•DirectorofGIdepartment•ChiefPhysicianofInternalMedicine(MemberofRDLcommittee)•Directorofpharmacy•DirectorofInternalMedicine•Directorofpharmacy•Directorofpharmacy•DirectorofGIdepartment•DirectorofWomen’sHealth•Directorofpharmacy•Directorofpharmacy•DoctorofInternalMedicine•Directorofpharmacy•Directorofpharmacy•ChiefPhysicianofInternalMedicine•Mr.LiuYuehua•Dr.WangGensheng•Dr.HeLijian•Mr.Guo•Mr.HuaErquan•Mr.LiuWeiguo•Mr.ZhangBin•Dr.Cao•Dr.WangLing•Dr.Ji•Mr.Yang•Dr.Tai•Mr.CaiYourong•Mr.HuXishan•Dr.Sun•Mr.PeterZhang•Prof.ChenWen•EliLilly•ShanghaiMedicalSchool,Dept.ofHealthScience•MarketingManager•Professor/ResearcherOthers:OrganizationIntervieweeTitleHospitals(10hospitals,15interviews):ChinaDistributionStrategyShanghai:InterviewList(I)bcHKG8July27EastChinaDistributors(11):DrugStores(12):OrganizationInterviewee•ShanghaiPharmaceuticalCo.-NewDrugbranch-Yandongbranch-Shijiaobranch-Huxibranch•ShanghaiNo.1PharmaceuticalCo.•ChinaPharmaceuticalGroup,ShanghaiBranch-Medicinesbusinessbranch•ShanghaiJinganPharmaceuticalCo.•ShanghaiChangningDistrictPharmaceuticalCo.•ShanghaiLeiyunshangNorthernAreaMedicineGeneral•ShanghaiMinhangDistrictPharmaceuticalCo.•ShanghaiZhabeiDistrictPharmaceuticalCo.•Mr.Ou•HuashiChainStore-Mr.Gao-Mr.Wang•N/A•Pang•N/A•Mr.Chan•Mr.Kong•Mr.WuXiongwei•Mr.CaoXingzu•Mr.FangZhiwei•ShanghaiPharmaceuticalCo.-Mr.TuQizhong-Mr.ChenZhenghui-Mr.DuXieming-Mr.LiuYaohua•Mr.YaoJun•ChinaPharmaceuticalGroup,-Mr.YangChengli/Lin•Ms.ZhangLin•Mr.WangZiwei•Ms.ZhangYahua•Mr.FanHuafang•Mr.XuJianguo•ShanghaiPharmaceuticalCo.-Manager-Manager-Manager-Manager•Ass