MKXZ给医药行业的报告书(英文版)(ppt 49页)

MKXZ给医药行业的报告书(英文版)内容提要：
McKinsey was commissioned in Q1, 2003 to:
provide dedicated effort in conducting in-depth market survey and collect detailed information from 4 cities within 2 provinces to identify the key growth drivers in China’s broad market;
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FOR TINEA UNQUIUM DRUGS, DEMAND LATENCY IS EVEN HIGHER：
Extremely latent demand with increasing awareness
90% of patients do not seek treatment
Awareness and treatment rate is increasing slightly due to competitor's heavy advertising
Only around 10 % of those seeking treatment purchase drugs
Only 1% would follow prescription
……

Products to be supported by the Broad Market Test Initiatives：
Main Focus (in order of priority)
Motilium
Gyno-Daktarin
Sibelium
Tag-Ons
Pevisone
Daktarin

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