咨询管理战略组织项目麦肯锡工具评估 麦肯锡—麦肯锡－LAN000516004-08492-MHG.ppt

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1、CONFIDENTIALThis report is solely for the use of client personnel.No part of it may be circulated,quoted,or reproduced for distribution outside the client organization without prior written approval from McKinsey&Company.This material was used by McKinsey&Company during an oral presentation;it is no

2、t a complete record of the discussion.DocumentDateTitleCLIENT*FootnoteSource:SourcesCURRENT INSIGHTS ON BUSINESS MODEL4 basic e-business models existing to serve different players in health care industry In the U.S.these basic models can be derived to 9 types of online services to target various cus

3、tomersConsidering Chinas specific situation only 4 types of online services have enough market attractiveness and feasibility namely,they are ASP,transaction platform between pharma and distributors,transaction platform among distributors and market information providerTransaction platform among dis

4、tributors has the highest market potential with$120 million revenue per yearHowever,some players have already entered market their capability level and partnership network need further investigation1LAN000516004-08492-MHGTHERE ARE 4 BASIC E-BUSINESS MODELS IN HEALTH CARE INDUSTRYPrimary purposeOffer

5、s ASP and IT services to various players in health care industryE-services providerAggregate news and publication in health care industry Form Virtual community for special interest group such as physicians,patients,etc.Content communicatorProvide online transaction platform for pharmacos,distributo

6、rs,and hospitalsTransactorManage reporting system at product flow information Facilitate information exchange among pharmacos and distributors and hospitalsData aggregator and facilitator2LAN000516004-08492-MHGQdonlineChannel-pointPhysiciansOnlineAmericas DoctorADGreentreePlanetRxHealtheonHealthdeci

7、sions,phase forwardChemdexMedicaLogicCNeoforma,MedibuyBetter Health Mediconsult Third AgeElloraVirtual ORQdonlineWebMDTraditional ISPs,IT providersNOT EXHAUSTIVE Source:Team analysisPLAYERS IN THE U.S.FOCUS IN PAYOR,HOSPITAL,PHYSICIAN AND PATIENT GROUPSBusiness modelSupplierPharmacoDistributorPayorH

8、ospitalPhysicianPatientE-services providerContent communicatorTransactorData aggregator and facilitatorCustomers3LAN000516004-08492-MHGNOT EXHAUSTIVE Source:Team analysisTHEY PROVIDE 9 TYPES OF PRODUCTS/SERVICESBusiness modelSupplierPharmacoDistributorPayorHospitalPhysicianPatientE-services provider

9、Content communicatorTransactorData aggregator and facilitatorCustomersInclude brick mortar player2.Transaction platform1.ASPs,ISPs,IT providers4.Market information5.E-CRO9.Medical record management8.Online e-tailer3.6.Managed care facilitators7.Physician/patient communities4LAN000516004-08492-MHGDET

10、AILED DESCRIPTION OF THESE 9 ONLINE SERVICESModel 1.ASP IT providers Key servicesOffer basic web services and servers for industrial participants e.g.,ERP providers U.S.examples(market valuations)US$IT providers(vary from$20 million to 100 million)RationaleHealth care industry spends roughly 15%reve

11、nue on IT related Revenue sourcesSoftware licensesHardware salesPrior port sales service Market size estimateUS$Billions10-40 2.Transaction platform(I)Offer a single interface between pharmaco and distributorsChemdex(3 billion)Neoforma(0.6 billion)Fragmented buyers Ordering process cost reductionLes

12、s requirement for physical testTransaction feeListing feeAdvertising150-2003.Transaction platforms(II)Offer a single interface between distributors and hospitalsNeoforma(0.6 billion)Medibuy(not listed yet,proposed IPO valuation is 0.2 billion)Individual hospital does not have much bargain powerHigh

13、searching cost from both hospitals and distributorsTransaction feeListing feeAdvertising180-2505LAN000516004-08492-MHGDETAILED DESCRIPTION OF THESE 9 ONLINE SERVICES(CONTINUED)Model 5.E-CROKey servicesProvided efficient information handling system to improve clinical trail processU.S.examples(market

14、 valuations)US$Health decisions(300 million)Phase forward(not listed)RationaleSpeed to market is critical for successful new _ launchRevenue sourcesService chargeMarket size estimateUS$Billions20-406.Managed care facilitiesOffer online services to streamline cumbersome existing _ case processing sys

15、temHealtheon(40 billion including WebMD)Virtual OR(0.8 billion)Avoidable processing cost amounts to more than US$100 billion per yearTransaction volume based feeSell market information80-1204.Market intelligenceCollect healthcare product flow information and present it to manufacturers and distribut

16、orsIMS(5 billion)Product flow information is critical for pharmaceuticals and distributorsRaw data need processSubscription fee Special service charge20-606LAN000516004-08492-MHGDETAILED DESCRIPTION OF THESE 9 ONLINE SERVICES(CONTINUED)Model Key servicesU.S.examples(market valuations)US$RationaleRev

17、enue sourcesMarket size estimateUS$Billions7.Physician/patient communitiesAllow patient/individual to obtain health care information and consulting service onlineWebMD(n/a)Qdonline(not listed)E-service provides higher quality processed dataIndividual wants to get healthcare information online Conven

18、ient serviceAdvertisingSell user information10-208.Online e-tailerAllow individual to purchase healthcare product onlineD(8 billion)PlanetRX(0.4 billion)Large catalog with rich information on listed drugs Convenient to customersProduct saleAdvertisingListing fee80-1009.Medical record managementOffer

19、 a record of diagnostic and prescriptions for industry participantsMedicaLogic(0.1 billion)Aggregated healthcare record services as the basis for drug discovery,_ management,as well as government budgetingSell data/trend 7LAN000516004-08492-MHGNOT EXHAUSTIVE Source:Team analysisTHEREFORE FEASIBLE MO

20、DELS IN CHINA ARE ASP,TRANSACTION PLATFORM AND MARKET INFORMATIONBusiness modelSupplierPharmacoDistributorPayorHospitalPhysicianPatientE-services providerContent communicatorTransactorData aggregator and facilitatorCustomersInclude brick mortar player2.Transaction platform between manufacturers and

21、distributors1.ASPs,ISPs,IT providers4.Market information5.E-CRO8.Online e-tailer3.Transaction platform between distributors and hospitals9.Medical record management6.Managed care facilitators7.Physician/patient communities8LAN000516004-08492-MHGMODELS FEASIBILITY IN CHINASupplierPharmacoDistributorR

22、evenue sourcesMarket attractivenessUS$MillionsChina Characteristics1.ASP IT providers 2.Transaction platform(I)Feasibility in ChinaVery feasibleNot feasibleInefficient supply chain systemManual handling of data processing/storageNot many ASPs yet in ChinaMany IT providers already in ChinaLeading dis

23、tributors being equippedSmall distributors can not afford investing IT technology aloneSoftware licensesHardware salesPrior and post sales service20-25Concentrate volume in large generic producers Reduce marginal producers internal SG&A costsMarginal leverage on sales of MNC branded productsCommodit

24、y products with over capacity and low margin brings limited transaction feeMajor regional distributors are adopting IT system2nd and 3rd tier distributors are main customers1st tier distributors are potential partnersTransaction feeListing feeAdvertising15-259LAN000516004-08492-MHGMODELS FEASIBILITY

25、 IN CHINA(CONTINUED)SupplierPharmacoDistributorRevenue sourcesMarket attractivenessUS$MillionsChina CharacteristicsFeasibility in ChinaVery feasibleNot feasibleInefficient distributor structure with multiple layers and inefficient processNo existing players yetAll distributors can be potential120Tra

26、nsaction feeListing feeAdvertising3.Transaction platforms(II)4.Market informationPharmaco need to get product and sales informationNo players providing this information yetPharmaco 1st tier distributors5Subscription feeSpecial service charge5.E-CRO6.Managed care facilitiesNo significant new drug dev

27、elopment activities in China therefore no services CRO existingNo players in this areaManufacturers0Service chargeNo payor groups exist in China except those local government agencies mostly reimbursed by GovernmentNo players in this areaPayorsHospitalPatientsPhysicians0Transaction volume based feeS

28、ell market information10LAN000516004-08492-MHGMODELS FEASIBILITY IN CHINA(CONTINUED)SupplierPharmacoDistributorRevenue sourcesMarket attractivenessUS$MillionsChina CharacteristicsFeasibility in ChinaVery feasibleNot feasibleNot many people online Most products are generic still basic healthcareMany

29、websites provide similar services,therefore crowded market alreadyPhysiciansPatients1AdvertisingSell user informationOnline pharmacy has minimum fixed cost;more geographic coverage,but strict government limitationA few players are at trial stagePatients1,000Product saleAdvertisingListing feeNo elect

30、ronic medical record systems in ChinaNo party interested in providing this serviceLimited number of players are providing remote diagnosis serviceHospitalPatientPayorPhysician0Sell date/trend7.Physician/patient communities8.Online e-tailer9.Medical record management11LAN000516004-08492-MHGE-SERVICES

31、 MARKET WOULD REACH$25 MILLION*Estimated turnover per wholesales,top 50;$20 million,top 500:$10 million*_ number _ 500 wholesales;_,top 50 wholesales*Assumes supply chain reflects costs reduced by 20-30%,and IT supplier price at 30%to 50%of improvementSource:McKinsey analysisDrug turnover of targete

32、d distributorsUS$Billions,2000Western drug retail sales:13Wholesalers sales of western drug:10Target wholesalers turnover*Top 50:$1 billionNext 500:$5 billionSupply chain related costs*Percent of salesSales trackingE-services pricing potential10%of supply chain related costs*=0.6-1.5%of turnover(equ

33、ivalent to$60,000-300,000 wholesale)E-services marketUS$MillionsTop 50 wholesalers 7 million(assumes 50%coverage)+next 500 wholesalers15 million(assumes 50%coverage)=$20 million-25 million=xx1.0-0.5%Order processing1-1%ERP costs0-10%Inventory IT inefficiencies4-4%Total supply related costs target6-1

34、5.5%12LAN000516004-08492-MHGE-TRANSACTION FROM DISTRIBUTOR TO MAJOR PHARMACO COULD GENERATE$15 MILLION-25 MILLION IN TRANSACTION TURNOVERTargeted drug distributor turnoverUS$Billions,2000Western drug retail sales:13 billionGeneric share:80%distributor turnover of generic drugs:$8 billionTarget produ

35、cer affected cost structurePercent of salesMargin on unrealized salesE-transaction pharmaco-distributor commission _Percent salesValue based 0.6%(10%of value created)ReferenceSteel:.25%-2%Current _ pharma producer _:50%E-transaction transaction volumeUS$Millions$12 million-24 million(assuming 25%to

36、50%share of market covered)=xx(50%on 5%sales increase)Transaction costsOrder processingSalesTotal6%2%2%13LAN000516004-08492-MHGE-TRANSACTION DISTRIBUTOR MODEL TURNOVER COULD REACH _ AS A VIRTUAL INTERMEDIARY,$120 MILLION AS A PHYSICAL-BACKED PLAYDistributor turnover targetedDistributed cost structur

37、e affectedE-transaction commissionPotential turnover for siteVirtual modelPhysical delivery model3rd tier distributor turnover:$4 billionTransaction cost:2%Price differential:1st tier-3rd tier(_)1.06 _(10%of value created)$40 million(_ 25%participation)2nd tier distributor margin:30%2%(_%of net marg

38、in created)$80 million=($20 million)+(Creates over$50 million-75 million 1st tier _)=14LAN000516004-08492-MHGE-MARKET INTELLIGENCE COULD GENERATE$5 MILLION-6 MILLION TURNOVERSubscriptionsNumber of producers:5,400Penetration:10%(540)Subscription fee:$2,000/yearSalesforce targetingBrandedGenericAdvert

39、ising feesBanner/pop up:$0.5 millionE-market Intel turnoverTotal$5 million-6 million1.6 billion6.4 billionSubscription rate50%of branded drug10%of generic drug=$1 millionValue created80%gross margin in branded drug50%(minimum generics)Fees:0.22+0.46 _ of value(_ i.e.,_)=$4 million=$0.5 million=Marke

40、t at producerIncreases 5%15LAN000516004-08492-MHGNOT EXHAUSTIVE Source:Team analysisSOME PLAYERS ALREADY ENTERED THE MARKETBusiness modelSupplierPharmacoDistributorPayorHospitalPhysicianPatientE-services providerContent communicatorTransactorData aggregator and facilitatorCustomersNot Web enabled yetP.caG.caCpi.gov.caPG.cmCPharm-_.com.caIMS_Health_.com_.com16LAN000516004-08492-MHG