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McKinseywascommissionedinQ1,2003to:providededicatedeffortinconductingin-depthmarketsurveyandcollectdetailedinformationfrom4citieswithin2provincestoidentifythekeygrowthdriversinChina’sbroadmarket;4productcategorieswereincluded:G.I.(Motilium),OBGY(Gyno.),NailInfection(Sporanox)&Vertigo(Sibelium)provideobjectiveassessmentaboutthebroadmarketopportunity(notincludinganyurbancentres);providebusinessmodel/proposalforXJPtocapturethebroadmarketMcKinseyBroadMarketStudyProcessBROADMARKETDRUGSINCLUDEOTCAND“OUTPATIENT”RxDRUGSMcKinseyKeyFindingsOverallMarketSituationBROADMARKETREPRESENTS94%OFOVERALLDEMANDFORBROADMARKETDRUGSDUETOLOWINSURANCECOVERAGEANDRECENTREIMBURSEMENTPOLICIYCHANGES,MOSTPATIENTSPAYBROADMARKETDRUGSBYTHEMSELVESPATIENTSGOTOPHARMACY/CLINICSFORMINORSYMPTOMSALARGEPROPORTIONOFDRUGSALESCOMESFROMRETAILPHARMACIES;PHARMACYCLERKSBECOMEINFLUENTIALG.I.CategoryReviewFORGIDRUGS,POLARIZATIONISBECOMINGMOREOBVIOUSSALESOFGIDRUGSAREMORECONCENTRATEDTOWARDSVILLAGEANDCOUNTY,WHILETHEMARKETISFRAGMENTEDWITHMANYDIFFERENTDRUGSINBROADMARKET,MOTILIUMISLOSINGOUTBIGTIMEINRETAILPHARMACYCHANNEL……ANDINCOUNTYGEOGRAPHYVaginalInfectionCategoryReviewFORVAGINALINFECTIONS,PATIENTSAREMOREAWAREOFTHEDISEASEANDGOTOHOSPITALFORTREATMENTFORGYNODAKTARIN,HOSPITALISCRITICALFORPRESCRIPTIONBUTPURCHASINGHASBEENGRADUALLYSHIFTINGTORETAILPHARMACYINADDITION,GYNODAKTARINNEEDSTOGROWTHEMARKETSHAREESPECIALLYTHOSEOFCOUNTYANDTOWNNailFungalInfectionCategoryReviewFORTINEAUNQUIUMDRUGS,DEMANDLATENCYISEVENHIGHERHOSPITALCHANNELISSTILLDOMINATINGTINEAUNQUIUMDRUGMARKETWHILEPHARMACYCHANNELISPICKINGUP*Othersincludingaroundfivedrugs,suchasHuihuangmeisu（灰黄霉素）,Lisulao（里素劳）,Lianghuija（亮灰甲）etc.Source:Distributorinterviews;physicianinterviews;patientinterviews;McKinseyanalysisSource:Distributorinterviews;physicianinterviews;patientinterviews;McKinseyanalysisPRICEISAHUGEISSUEFORSPORANOXFORSPORANOX,XJPSHOULDCONTINUETOFOCUSONHOSPITALS……ANDATCITYANDRICHCOUNTIESVertigoDrugCategoryReviewBYGEOGRAPHY,COUNTYLEVELANDABOVECONSUMEADOMINANTSHAREOF
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