之四某咨询拜耳医药中国东部渠道战略规划

ChinaDistributionStrategy

EasternChina:Shanghai,Nanjing,Changzhou

InterimReview:Shanghai27July1999Introduction/ProjectBackgroundEasternChinaFindingsCriticalIssuesNextStepsChinaDistributionStrategyAgenda:27July19992July27EastChinaChinaDistributionStrategyCriticalIssuesDevelopanentrystrategyforBayer’sOTCbusinessinChinaMarketDistributionHospitals/DoctorsRetailersMarketsizebychannelbyproductsLeadingmanufacturerperformanceincludingcasestudiesAssessmentofBayerperformancewhatworks/whatdoesnotworkFutureforecastscityprioritizationCharacteristicsfordifferentproductcategorieswesternvs.TCMpharmaceuticalvs.OTCproductsStructurepricingandmarginKeydistributorprofilesandevaluationTier1vs.Tier2/3citytrendsruralvs.urbanRegulatorySizeandsegmentationbyhospitalsizePurchasecriteria/behaviorpaymenttermslogisticsrequirementsproductusagedecisionmakingprocessKeyretailerprofilesSizeandsegmentationbyretailertypeStructurepricingandmarginslogisticrequirementsdecisionmakingprocessRegulatorytrendsinsurancereimbursementOthercountrymarketevolutionEurope(Germany?)andUS?3July27EastChinaPreviousattemptstoenterChinaOTCmarketnotfruitfulIntroducedthreeOTCproductsoverthepastyearwithinitialsuccessongovernmentdruglistinseveralmajorcoastalprovincesChangesinhealthcareandreimbursementsystemEmergenceofnewretailanddistributionchannelsUncertaintyinpredictingscaleofchangesandimpactBayerProjectInitialfocusonEasternChina:Shanghai,NanjingandChangzhouFocusonfourproductcategories:GI,pain,anti-fungalandmulti-vitaminConductprimaryresearchandintegratefindingsintofactbaseandstrategyDevelopre-entrystrategyforBayer’sOTCbusinessinChinaChinaDistributionStrategyProjectBackground4July27EastChina020406080Pre-planning100%Roll-outFieldResearchDataSynthesis/IntegrationStrategyIntegrationOptionDevelopmentPercentofTeamResourcesJune/JulySeptemberAugustShanghaiNanjingChangzhouChinaDistributionStrategyWorkplanPre-Planning5July27EastChinaChinaDistributionStrategyActivitiesToDate

(June18-July27)DistributorRetailerHospitalsOtherShanghai:Nanjing:Changzhou:Sevenfirsttierdistributors/branches,including:ShanghaiPharmaceuticalChinaPharmaceuticalFoursecondtierdistributorsShanghaiNo.1PharmaceuticalHuashiChainStorepurchasingmanageronebranchmanagerEightotherdrugstoresFourTier3FourTier2ThreeTier1Targetingpharmacymanagersandphysicians(internalmedicine,GI,dermatology,women’shealth)Bayermanagementinterviews:salesmarketinggovernmentaffairspharmaceuticalShanghaiMedicalUniversityEliLillyMarketingManagerFivefirsttierdistributors/branches,including:NanjingPharmaceuticalJiangsuPharmaceuticalBaiXinDrugStorechainXianShengDrugStorechainHuaDongDrugStorechainTwootherdrugstoresThreeTier3JiangsuPeople’sNanjingNo.1ThreeTier2OneTier1Bayermanagementinterview:hospitalsalesShanghaiSquibbSalesChangzhouPharmaceuticalNewDrugNo.1WholesaleSixdrugstores,includingfourbranchesunderChangzhouPharmaceuticalchainOneTier3ChangzhouNo.1ThreeTier2Bayermanagementinterviews:areasalesdrugstoresalespharmaceuticalsales6July27EastChinaLonghuaHospital(Tier3)HuadongHospital(Tier3)ZhongshanHospital(Tier3)No.1Women&ChildrenHealthHospital(Tier2)YangPuCentralDistrictHospital(Tier2)HuangPuCentralDistrictHospital(Tier2)ZhaBeiCentralDistrictHospital(Tier2)YichuanCommunityHospital(Tier2)LinfenCommunityHospital(Tier1)HainingCommunityHospital(Tier1)DirectorofpharmacyDirectorofGIdepartmentChiefPhysicianofInternalMedicine(MemberofRDLcommittee)DirectorofpharmacyDirectorofInternalMedicineDirectorofpharmacyDirectorofpharmacyDirectorofGIdepartmentDirectorofWomen’sHealthDirectorofpharmacyDirectorofpharmacyDoctorofInternalMedicineDirectorofpharmacyDirectorofpharmacyChiefPhysicianofInternalMedicineMr.LiuYuehuaDr.WangGenshengDr.HeLijianMr.GuoMr.HuaErquanMr.LiuWeiguoMr.ZhangBinDr.CaoDr.WangLingDr.JiMr.YangDr.TaiMr.CaiYourongMr.HuXishanDr.SunMr.PeterZhangProf.ChenWenEliLillyShanghaiMedicalSchool,Dept.ofHealthScienceMarketingManagerProfessor/ResearcherOthers:OrganizationIntervieweeTitleHospitals(10hospitals,15interviews):ChinaDistributionStrategyShanghai:InterviewList(I)7July27EastChinaDistributors(11):DrugStores(12):OrganizationIntervieweeShanghaiPharmaceuticalCo.NewDrugbranchYandongbranchShijiaobranchHuxibranchShanghaiNo.1PharmaceuticalCo.ChinaPharmaceuticalGroup,ShanghaiBranchMedicinesbusinessbranchShanghaiJinganPharmaceuticalCo.ShanghaiChangningDistrictPharmaceuticalCo.ShanghaiLeiyunshangNorthernAreaMedicineGeneralShanghaiMinhangDistrictPharmaceuticalCo.ShanghaiZhabeiDistrictPharmaceuticalCo.Mr.OuHuashiChainStoreMr.GaoMr.WangN/APangN/AMr.ChanMr.KongMr.WuXiongweiMr.CaoXingzuMr.FangZhiweiShanghaiPharmaceuticalCo.Mr.TuQizhongMr.ChenZhenghuiMr.DuXiemingMr.LiuYaohuaMr.YaoJunChinaPharmaceuticalGroup,Mr.YangChengli/LinMs.ZhangLinMr.WangZiweiMs.ZhangYahuaMr.FanHuafangMr.XuJianguoShanghaiPharmaceuticalCo.ManagerManagerManagerManagerAssistantManagerChinaPharmaceuticalGroup,ManagerManagerAssistantManagerAssistantManagerManagerManagerShanghaiNo.1PharmaceuticalHuashiChainStoreheadquartersHuashiDrugStore(Yangpu)HuningDrugstoreKanghuaDrugstoreChangxinDrugstoreGuolianDrugstoreXinteDrugstoreWatson(HuaihaiRoadoutlet)FengyangDrugStore(affiliatedwithHuashi)JianshenDrugStore(chainstoreofZhabeiDistrict)AssistantManagerHuashiChainStoreManagerManagerManagerManagerManagerManagerManagerManagerManagerManagerTitleChinaDistributionStrategyShanghai:InterviewList(II)8July27EastChinaNote:RailwayMedicalCollegeSource:BainInterviewsOrganizationIntervieweeTitleChinaDistributionStrategyNanjing:InterviewList(I)Hospitals(7hospitals,16interviews):Ms.MengMs.ChenDirectorofInternalMedicineDirectorofWomanDepartmentNanjingNumberThreePeople'sHospital(Tier2)Mr.ChenMs.RenDirectorofGIDepartmentDirectorofWomanDepartmentNanjingRMC*AssociatedHospital(Tier3)Mr.ChenMs.QinMs.ChenSiRongChiefofthePharmacyChiefdoctorinWomanDepartmentChiefdoctorinInternalMedicineNanjingXiaGuanHospital(Tier2)Mr.YangMr.YuanChiefofthePharmacyDirectorofGIDepartmentXuanWuHospital(Tier2)Ms.ZhangMs.ZhangYuzhuoHospitalChief,DirectorofInternalMedicineChiefofthePharmacyXiangYangHealthHospital(Tier1)DirectorofGIDepartmentDeputyChiefofthePharmacyNanjingNo.1People’sHospital(Tier3)Mr.SunMr.XueMs.SunChunYuMs.WangShuYuMr.ChenTuxingChiefofthePharmacyDirectorofWomanDepartmentDirectorofGIDepartmentJiangsuPeople’sHospital(Tier3)9July27EastChinaSource:BainInterviewsDrugStore(7):CompanyNameIntervieweeTitleDistributor(5):ChinaDistributionStrategyNanjing:InterviewList(II)BaiXinChainStore-HeadquarterBaiXin-ChangJiangbranchXianShengChainStore-HeadquarterHuaDongChainStore-No.11branchNo.1PharmacyDaZhongDrugStoreJiangsuPharmaceuticalStoreMr.ZhanMs.ZhaoMr.ZhangMs.LiuMs.MengMr.MiaoMs.WangDeputygeneralmanagerBranchGeneralManagerPurchasingmanager,BranchGMGeneralManagerGeneralManagerManagerManagerJiangsuYiyaoShiyeCompanyNumber3branchMedicineBusinessbranchMr.SunMr.ZhaoManagerManagerHuaDongMedicineCompanyMr.WangMs.ZhaoGeneralManagerAssistantGeneralManagerJiangsuPharmaceuticalCompanyMr.XueMr.ChenDongNingManagerofthePharmaceuticalBranchBusinessmanagerNanjingPharmaceuticalCompanyMr.ShiManagerofthePharmaceuticalBranchJiangsuHouhuiCompanyMr.HuangManager10July27EastChinaSource:BainInterviewsHospitals(4):CompanyNameIntervieweeTitleDistributor(3):No.1People’sHospital(Tier3A)No.3People’sHospital(Tier2)No.2People’sHospital(Tier2)RedCrossChildren’sHospital(Tier2)ZhengQingKunDr.XueYuZhongYuanShenGuoZhongDr.WangQianDr.GuoRenXiangRongPharmacyPurchaseManager-WesternMedicineChiefPhysicianofGIDepartmentPharmacyManagerPharmacyPurchaseManagerPhysician-GIViceChiefPhysician-DermatologyPharmacyManagerNewDrug.Co.ChangzhouPharmaceuticalCo.No.1WholesaleCo.JiangYaoYaoYaBaiShenYaoXinDeputyGeneralManagerDeputyGeneralManagerGeneralManagerRetailers(6):DrugShoppingMallTongNingYuanDrugStoreJuRenTangandQinYeDrugStoresZhongHuaDrugStoreMs.YanMs.LiMs.ShiMs.ShaoChaoZhongXiaHanZhongManagerCounterChiefCounterChiefManagerManagerDeputyGeneralManagerBayer(3):Bayer-OTCBayer-OTCBayer-PharmaceuticalsZhouYiJunZhouQiangZhangQianAreaSalesManagerSalesRep-DrugStoresSeniorSalesRep-PharmaceuticalsChinaDistributionStrategyChangzhou:InterviewList11July27EastChinaIntroduction/ProjectBackgroundEasternChinaFindingsCriticalIssuesNextStepsChinaDistributionStrategyAgenda:27July199912July27EastChinaCityEnvironmentLocationUrbanpopulationGDP/capita(Chinaaverage:RMB6.0K)HospitalEnvironmentTotalno.hospitalsGeneralSpecializedClinicsHospitals/capitaChinaDistributionStrategyEasternChina:City/HospitalEnvironmentShanghaiNanjingChangzhou

MaincoastalcityinEasternChina10.2MMRmb25.8K

300kmnorthwestofShanghaiDistributionhubforsomeproducts(consumercare)2.8MMRmb15K

180kmnorthwestofShanghai0.8MMRmb14.0K

3403148associatedwithPLA20-3030033/million

1701564associatedwithPLA14N/A61/million

32311(Women’sHealth)16healthclinics40/millionSource:ChinaStatisticsYearBook(1998);BainInterviewsThefirstphaseofthedistributionprojecthasfocusedonthreelarger-sizedEasternChinacities.13July27EastChinaShanghai:HospitalEnvironment

(GeneralHospital)ChinaDistributionStrategySource:BainInterviews9HospitalsassociatedwithGeneralMedicalColleges3HospitalsassociatedwithPLAMedicalCollege~20CentralDistrictHospital5HospitalsassociatedwithPLALargeAccounts(94)~8TCMHospital~44OtherHospitals~17HospitalsassociatedwithIndustrialSectors(steel,weaving)SmallAccounts(200)Shanghaihasover300hospitals.5Others(twoassociatedwithRailway)3HospitalsassociatedwithTCMMedicalCollegeKeyAccounts(20)200CommunityHospitalHealth/EnterpriseClinics(??)NumberofBedsAvg.DailyOutpatientAvg.AnnualDrugSales(RMBMM)~800~2,300~130~300~800~4030-80100-300~714July27EastChinaNanjing:HospitalEnvironment

(GeneralHospital)ChinaDistributionStrategyNanjinghasover150hospitalsinthreetiers.3hospitalsassociatedwithGeneralMedicalColleges1TCMhospitalKeyAccounts(8)20District/countyhospitals3hospitalsassociatedwithPLALargeAccounts(42)8hospitalsassociatedwithIndustrialSectors(steel,weaving)1hospitalassociatedwithcitygovernment106CommunityHospital/Health/EnterpriseHospitalsSmallAccounts(106)NumberofBedsAvg.DailyOutpatientAvg.AnnualDrugSales(RMBMM)~760~2,000~80~285~620~1150100~13TCMhospitals7otherhospitals3others1hospitalassociatedwithPLA15July27EastChinaChangzhou:HospitalEnvironmentChinaDistributionStrategyNote:*Excludes500clinics.Source:BainInterviewsNo.1People’sHospitalNo.2People’sHospitalKeyAccounts(2):TCMHospitalNo.3People’sHospitalLargeAccounts(6):No.5People’sHospitalNo.6People’sHospitalNo.4People’sHospitalRedCrossHospitalSmallAccounts:Clinics(500)HealthClinics(16)SmallHospitals(8)Ontheotherhand,Changzhoucityhasmanyfewerspecializedandgeneralhospitals.1000-1200640-800No.ofStaffNo.ofBeds300-500200-60030-200*10-200*16July27EastChinaSizeSalesByChannelTotalDrugSales*(RmbBnPTC)PercentofTotalDrugSales*(RmbBnPTC)ChinaDistributionStrategyEasternChina:SalesByChannel

(1998)Thethreecitiesrepresentthreedifferenttiersofpharmaceuticalsales.Hospitalsstilldominatethesellingchannel.Note:IncludingsalestospecializedhospitalsSource:MinistryofHealth;StatisticalYearbook;URL,IMS,BainInterviews;BainAnalysisAsaPercentofShanghai:17%5%DrugStoreSalesAsaPercentofTotal*:9%14%16%17July27EastChinaPercentofTotalHospitalDrugSalesSource:MinistryofHealth;StatisticalYearbook;IMSHospitalPharmaceuticalAudit;BainInterviews;BainAnalysisShanghaiNanjingChangzhouPercentofTotalHospitalDrugSalesPercentofTotalHospitalDrugSales200942048%34%18%10642838%53%9%246214090220ChinaDistributionStrategyEasternChina:Accounts/ThroughputbyHospitalTypeOnly20-40%ofthehospitalsacrossthesethreecitiesaccountforover65%ofdrugthroughput.18July27EastChinaAverageDrugSales/Hospital(RmbBn)ShanghaiNanjingChangzhouChinaDistributionStrategyEasternChina:AverageThroughputbyHospitalTypeWhilethenumberofTier3,2,and1hospitalsdiffersgreatlyacrosscities,theaveragedrugthroughputisroughlythesame.20NumberofHospitals:942008NumberofHospitals:421062NumberofHospitals:624Source:MinistryofHealth;ShanghaiStatisticalYearbook;IMSHospitalPharmaceuticalAudit;BainInterviews;BainAnalysisAverageDrugSales/Hospital(RmbBn)AverageDrugSales/Hospital(RmbBn)19July27EastChinaPercentofTotalDrugSalesTier3ChinaDistributionStrategyEasternChina:TCMvs.Non-TCMDrugsShanghaiChangzhouNote:*LongHuaisaTCMHospital;RMCisRailwayMedicalCollege-affiliatedSource:BainInterviewsRoughly20-40%ofdrugsusedareTCM.Thereisnosignificantdifferenceacrosscitiesorhospitaltiers.NanjingTier2Tier1Tier3Tier2Tier120July27EastChinaOTC剪vs肝.P灿har旬mac贱eut判ica购lD森rug恶sPer好cep扭tio翁nsGov歪ern屋men塌tD剂efi伍nit携ion涂:Gove获rnme提nte聚ssen顽tial坚dru枪gli购sta戒ndr束eimb乱urse啊ment校lis羞tin煤clud誓ebo挣thO腔TCa蹈ndp春harm玩aceu密tica坟ldr冒ugsnos蔑epar紫atio电nby伸cat欢egor雄yNew训re岔gul票ati律on阔on蜜OTC高dr珍ugs弹wa横sj泰ust帜pu那bli什she峡dmost简imp牌orta五ntc忙hang器e:p表resc倘ript肺ions拐wil旨lbe摇req箱uire肠dfo陪rph涝arma压ceut钢ical形dru晚gsa心tdr厨ugs句tore窝smos肝to蜜ft堂he浪188源we爷ste耍rn饥dru洞gs寺on足pre虫lim丹ina杆ry先OTC妨li季st须ref池er屯to霉act生ive威in嘉gre商die酬nts职on丽lyHos懒pit膝al杆Def妙ini征tio堆n:“Ih严ave尤noi购dea累what序dru朽gsf挥all逐unde违rth础eOT盟Cca武tego行ry.疼Unt铲ilt县heg鹊over钉nmen尺tpu江blis偿hes倦ano涂ffic覆ial妹OTC枣list超,no腰one拴kno络wse鹅xact饮lyw倦hat必crit疤eria固wil错lbe隔use址dto灭dis惠ting添uish盏bet泡ween失the饲two栏cat柴egor充ies.背”Chi赔ef策Phy询sic既ian域of半GI嘴De悠par种tme岗nt,顽Ch笼ang遇zho炕uN束o.泛1H矛osp呆ita盘lDrug充Sto散reD负efin器itio厘n:Chi哲na投Dis宏tri尤but睬ion殿St障rat年egyNon-秤TCM凑Drug淹s:P集harm产aceu锦tica却lvs搬.OT铺CDr若ugsCurr浪entl羊y,i求tis型har直dto酷for层phy正sici炒ans前and很phar援maci例sts勒tod屑isti削ngui奥shb牌etwe盟enO尾TCd核rugs汗and饰pha衣rmac抵euti柿cal酸drug扁s.Ther使eis辩no奇defi病niti猎ono剩rof捆sep及arat休ion先OTC感vs.计phar俊mace拖utic吴ald诱rugs宾in刮hosp惜ital挥sPres扇crip脏tion桐sar效ere忆quir仔edf锦ora垃lld静rugs弹pur夜chas子eda绣tho山spit吊alp朵harm迹acyCurr夹entl需yal居ldr饿ugs善can玩bep章urch尽ased瘦thr更ough另dru采gst福ores史exc姻ept若for渴afe拔wca强tego垫ries吉inc塘ludi喇nga赛nest下hesi娱a,c慨ance接rtr窗eatm黄ent,尾sle欲epin净gpi双lls,界and毁tho樱ser射equi坐ring笋tes您ting絮and坝mon尝itor湖ing“We绒ca乔rry搏al塌ld筑rug悦st熊hat淹ar黑ea简llo湖wed怒by石go穿ver宪nme稍nt,卵in诉clu桑din泳gt弯hos乡丰en鬼ew江and炮sp谢eci挑al姓imp偏ort际st巨hat免ar咱en酷ot铃car农rie悉db艳yh狱osp枪ita踩ls.漆C撞urr愈ent找ly政the千re蛮is叮no俊sep详ara编tio霜no失fO职TC调and谱ph性arm强ace霜uti耻cal赴dr垃ugs霉at滥th淘ep碍har炎mac晓y.”Man寺age出r,稠Sha摔ngh无ai励No.掀1妻Pha鱼rma述ceu须tic橡al亲Sto斤re“Th达en糖ew听reg汉ula舰tio词nw代ill罩ac龄tua粮lly忠ti右ght骗en眯the仓co鼓ntr泰ol嗓for暖ph瘦arm抬ace赵uti绩cal气dr少ugs扶…蹄We采jus扛tf殃oun将do炕ut庄tha独tB隐aya与spi午rin明an池dT啊alc旬id递are蛮in紫clu闲ded宇on秒th部eO颗TC多lis碧t;勉Can饶est恳en’窜sa码cti副ve允ing敌red燃ien侨ts蔽qua慰lif帖yi乳tf控or杠OTC胖as口we螺ll.县B桐ut叙we墨are僻on膛ly巴in龙ini锅tia叛ls欢tag瞧es.毕”-B麦aye陕rG冈ove敬rnm翻ent输Af则fai伴rs21July涝27搜East脚Chin充aSour暮ce:训Hosp立ital朱Int径ervi旅ews;纤Bai架nEs葱tima堤tePerc黎ent捧ofT曲otal绪Dru风gSa障lesSha淹ngh酿aiNanj悉ingCha敢ngz纲houPerc评ent关ofT棋otal雾Dru阻gSa宴lesPer胁cen秋to泡fT怪ota忘lD饲rug稠Sa掌lesChi裳na飞Dis竞tri盏but兵ion罚St捡rat响egyEas衣ter舍nC湿hin汁a:阿Hos汤pit粘al板Sou厚rci爷ngHowe招ver,破in巡寿the挪case捆of齿JV/i高mpor橡ted泪drug吸sve尝rsus收loc呈ald扇rugs应,th朴ere叠are炎cons卸ider其able旬dif访fere珠nces耕acr喉oss货hosp剃ital品tie饰rs.崇Tie萌r3凤hosp窄ital静sus商eth躬ehi熄ghes稻tpr敲opor基tion级of挪JV/i根mpor影tdr耀ugs.22Jul敲y2首7E顿ast蔬Chi桌naSou拿rce搂:B筋ain羊In终ter婶vie锁wsHos喉pit写al蜡Dru迷gC刮omm妨itt扫eeDepa叨rtme荐ntP刚hysi瞎cian飘sPha节rma三cyHosp割ital咐Man帖agem理entGro液up骆of强dir票ect锋ors亩wh沃oa伏ppr究ove母ne完wd填rug烛ad缓dit鸡ion微sDec某isi详on声Mak酸ing乔Ro聋le:Eval位uate逝sef妖fica郊cyo制fne差wdr胡ugsPro堪pos筑es湖add利iti载ona著ld胃rug铲st担oh衰osp砍ita夹ll凭istStro疮ngi耻nflu绣ence旧on产juni歉orp联hysi拖cian蜻spo蜓sta隐ppro庄valMoni水tor次all钩drug英usa境ge/p颈urch事asestrac红ksd画rugs好wit男hlo南wtu库rnov缠erf角ord锅e-li寸stin斧gSupp纲orts凭/vet壳oes烂drug及lis腊tad光diti息onsStro和nger仓inf想luen婆cei灰nno休n-sp酬ecia瓜lize眯d/ge柔neri旁cdr础ugsMay滤be揪ul库tim芝ate客de冻cis倾ion烛ma地ker齐sdegr胀eeo浇fim携port艺ance工var坝ies含byh衣ospi任talHas岔own陡know尽ledg育e/e甚xper融ienc舒e/r熊elat武ions遇hips伸wit珠hma巾nufa扔ctur药ersKey惧Cr皂ite岩ria渣:Qua赏lif牢ies执fo坚rr阁eim云bur叛sem贿entRea团son泡abl摘ep站ric环es影(vs丘.a替vai救lab求le杰pro昌duc沈ts)Diff件eren鹊tiat台ion碗from沙cur挽rent逝dru塌gsc柔arri像edeffi横cacy抄/qua苗lityReg牢ard晕les平so乏fh梁osp贯ita神lt所ier纤or经ge源ogr居aph我ic刊loc轿ati诞on,舅th只ere层ar敬et浮ypi掩cal糊ly槐thr拆ee狠par伯tie迈sr亏esp与ons陕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