MKXZ給醫藥行業的報告書(英文版)(ppt 49頁)

MKXZ給醫藥行業的報告書(英文版)內容提要：
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;
……

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

..............................