患者就医行为与疾病诊疗流程
发病率和患者池规模
Hosp.-16% 32
就诊率
Diagnosed 27(85%)
治疗方案选择
Oral Only 4.3(16%) Topical Only 16.4(61%) Repeat Patient 11(39%) Oral+Topical 6.2(23%)
Market Value 88m
J&J
Source: Lamisil Brand Positioning and New Opportunity Exploration Study, by TNS 2006. Profex analysis
Sporanox®
Itraconazole Gx
Terbinafine Gx
Novartis
12,000,000
Lamisil
Sporanox
Lamisil Sporanox 36,334,854 98,118,539 37% 22 cities Nation % 38,452,099 52,606,211 73%
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
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
Sept 15, 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
Market Value Growth%
368,080,878
400,000,000 350,000,000 300,000,000 250,000,000 200,000,000
ua n
G Z
H Z
ZZ
TJ
Z
D L
C Q
C D
N B
uX
W
Fu
Xi a
qQ
S
Q D
S
S
C Z
H
JN
B J
N J
H
S
Y
i
品牌表现分析
医院纯销的区域与分布分析
• 73% of Lamisil hospital sales is from 22 cities
41% of National
120,000 100,000 80,000 60,000 40,000 20,000 0
Lamisil®
Mei Fu®
Bei Jia®
Qi Lu
Dingke®
Kang nan
Lisheng
Buchang
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）
Topical only
100% 90% 80% 70% 60%
Oral only
Both
23%
23%
39%
16% 43%
Y
DingKe
Terbinafine
SD QiLu
612~1,224RM B
Y
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
Market Value
120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 0 2004 2005 2006 2007
品类与品牌选择
Unit: Million 依从性
Oral Only 1week Topical Only 2~6week Oral+Topical 1week
New Patient 16(61%)
Other-84% 166 TP-42% 198 Urban Population 594
Non-Diagnosed 4.8
168RMB 53.4RMB 130RMB
Y
Lamisil
Terbinafine
NVR
Y
YiQiKang
Itraconazole
CD BeiTe
100mgx7 100mgx14 100mgx4
125mgx6 125mgx14
52.4RMB 102RMB
45.2RMB 102RMB
408~612RMB
44,138,340
45,316,927 41,087,859
107%
100% 80%
91%
品牌表现分析
IMS market share by city,
MAT 2007 MAT 2006
40% 35% 30% 25% 20% 15% 10% 5% 0%
SH BJ GZ
HZ
NJ
QD
SY
WH
DL
2005
2006
2007
竞争对手分析
Lamisil vs. Sporanox value by city, IMS MAT2007 Lamisil is stronger than Sporanox in 7 cities Only 37% of Sporanox sales is from centre city
品牌的年度增长趋势
CAGR：5%
60,000,000 50,000,000 40,000,000 30,000,000 60% 20,000,000 10,000,000 0 2004 2005 2006 2007 40% 20% 0%
lamisil
Growth
52,606,211
140% 119% 120%
Total: 618 Hospitals
166 Hosp (27%)
BJ
SH
G
Z
HZ
NJ
Hale Waihona Puke H WQ FXSY
CD
TJ
CQ
JN
ZZ
SZ
NB
SX
CZ
Q
D
DL
品牌表现分析

重点医院渗透状况
• 29% (178)hospitals contribute 76% sales • 54% (330) hospitals only contribute 11% sales
Tinea Pedis
Topical treatment only Oral treatment only Topical & oral treatment
Topical treatment only Oral treatment only Topical & oral treatment
Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNS
Are We Ready？
Sept 15, 2013
市场计划的地位
企业发展规划与当前的市场表现
支撑公司财报的整合业务规划
产品线业务发展计划
品牌（年度市场）营销计划
销售预期
June 13, 2008
产品X 年度市场营销计划
时间段：2014年1月~12月
纲要
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
在不同目标适应症中客户用药意向分析（区域）
Onychomycosis
100% 24.0 80% 35.3 60% 46.6 57.5 40% 49.2 20% 29.3 18.8 0% BJ N=30 SH N=30 GZ N=30 WH N=20 HZ N=30 0% BJ N=30 SH N=30 GZ N=30 WH N=20 HZ N=30 29.8 42.6 40% 66.8 44.2 20% 70.8 42.5 31.2 60% 23.2 77.5 55.1 15.5 23.6 27.7 24.7 80% 10.3 18.8 100% 22.9 16.0 34.3 13.2 10.9 11.7 26.1
WH
HZ
GZ
SH
BJ
100%
June 13, 2008
Source: Lamisil Brand Positioning & New Opportunity Exploration Study; June 2006 by TNS
竞品对标分析
Product
Terbinafine Gx Itraconazole Gx
Yi Qi Kang®
Criteria Real efficacy for releasing symptom Perception of symptom releasing Real mycological efficacy Perception of mycological efficacy Side effect (perception= reality) Convenience (pulse therapy of Spo) Price Mechanism - fungicide Real relapse rate Perception of relapse rate Favorable meta-analysis result
CD
CQ
CZ FXQ
JN
NB
SZ
SX
TJ
ZZ
June 13, 2008
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
672~1,008RM B 780~1,560RM B
医保
Sporanox
Itraconazole
XJS
100mgx14 100mgx4 100mgx15 250mgx7