數(shù)據(jù)分析培訓講義

市場分析-從數(shù)據(jù)分析中找業(yè)務增長點

Name:莊士民Time:2015-9-10CVMBU

North1領導力論壇Agenda

數(shù)據(jù)分析有什么作用？數(shù)據(jù)從哪里來？數(shù)據(jù)如何分析？數(shù)據(jù)分析有什么作用？

數(shù)據(jù)分析業(yè)務管理-市場潛力醫(yī)院客戶費用控制資源分配銷售預估掌握市場數(shù)據(jù)來源IMS市場調研內部業(yè)務信息系統(tǒng)InsightClient

商業(yè)流向AIAAZ強大的數(shù)據(jù)系統(tǒng)

Internal內部SalesreportEDW企業(yè)報表中心ETMSChanneldataanalysisDDI(distributordataintegration)SalesforecastreportMonthly進銷存reportCSOPreportCostMonthlyA&PtrackingMonthlyE&Etracking(CVBU)MonthlyA&Pforecast(CVBU)MonthlyROIreport(CVBU) S-box:speakertrackingsystem External外部IMS360:cityAIA:hospitalPUMC協(xié)和:departmentHAKPI:industrycommercialPRISM:brandtrackingTop30客戶管理

HospitalSalesbyRegion

CenterRegionCenter7月銷售金額7月指標7月達成率7月金額同比增長7月金額環(huán)比增長YTD7月銷售金額YTD7月指標YTD7月達成率YTD7月金額同比增長YTD7月金額環(huán)比增長CentralCV21,296,65522,335,70195%24%35%137,185,793153,286,08189%28%18%EastCV19,158,89020,963,47691%20%34%126,537,866147,485,47486%20%18%North1CV16,941,46520,863,38781%-8%49%103,673,638143,719,29772%-12%20%North2CV13,447,62715,164,38389%26%26%92,745,524103,957,77489%29%17%SouthCV14,875,22919,638,61876%-5%32%95,179,305136,131,48670%0%19%WestCV14,113,65416,967,42583%20%17%95,968,335118,311,53981%23%17%Total99,833,520115,932,99086%12%32%651,290,462802,891,65181%13%18%全國Crestor：YTD-7月達成81%,同比增長13%，環(huán)比增長18%；7月達成86%，同比增長12%，環(huán)比增長32%北1Crestor：YTD-7月達成72%，同比增長-12%，環(huán)比增長20%；7月達成81%，同比增長-8%，

環(huán)比增長49%，較上月均有提高內部數(shù)據(jù)（Insight）HospitalSalesbyRegionTeam貢獻率(銷售占比)7月銷售金額7月指標7月銷售達成率同比增長率7月金額環(huán)比4-6月均增長季占勇13.3%1,918,9612,061,80793%7%39%張單9.4%1,358,2841,740,44578%-28%17%黃悅11.5%1,648,8871,991,96183%-15%24%朱勁嶺17.4%2,501,5462,989,30084%-21%12%劉坦13.3%1,908,6611,990,57896%44%21%李宏丹11.7%1,678,8681,974,94585%-3%42%李蔚14.1%2,031,1962,215,25292%0%15%孔祥海9.2%1,328,2621,969,28067%-38%17%Total100%14,374,66416,933,56785%-10%22%北京CVC大區(qū)，7月達成85%，高于6月水平，同比增長-10%，較4-6月月均環(huán)比增長22%；低于大區(qū)整體達成和增長的團隊需要重點關注內部數(shù)據(jù)（Insight）

北京可定季度環(huán)比銷售分析（環(huán)比前3個月）月份14-Aug14-Sep14-Oct14-Nov14-Dec15-Jan15-Feb15-Mar15-Apr15-May15-Jun15-Jul當月銷售15,524,35219,071,55719,063,45817,026,20312,149,05516,574,14212,463,51216,549,68916,459,39713,291,54811,393,88516,941,465前三月月均銷售

17886456183870731607957215249800137289031519578115157533154335451371494313875633當月較前三月月均增長-5%-34%3%-18%21%8%-12%-26%24%用純銷來看環(huán)比更有意義，連續(xù)看超過3個月更具有說服力內部數(shù)據(jù)（Insight）CVBrandsPerformanceOverview-CrestorCrestorvs.CompetitorsPerformanceinKeyCities#.#Notes:MS%continuouslygrewinrecent3month#.#MS%continuouslydropinrecent3month#%BrandGR%<MKTGR%*DataSource:IMS06M15DataNotes:CrestorMarketincludes:C10A1+CADUET+EZETROL+VYTORIN全國他汀市場6月增長14%，Crestor：8%，Lipitor：7%；北京分別是：2%，-20%，-3%均低于全國水平MS：全國Crestor：13.7%，Lipitor：33.8%，北京：Crestor：14.5%，維持5月水平，Lipitor：36.7%，略低于5月38.6%外部數(shù)據(jù)（IMS）MonthlyMarketShareTrendofCrestorvs.keycompetitorsinCHPACrestorMS%TrendinCHPA*DataSource:IMS06M15DataNotes:CrestorMarketincludes:C10A1+CADUET+EZETROL+VYTORIN外部數(shù)據(jù)（IMS）10MonthlyMarketShareTrendofCrestorvs.keycompetitorsinBeijing*DataSource:IMS06M15DataCrestorMS%TrendinBeijing外部數(shù)據(jù)（IMS）11

CrestorMarketAnalyzer360-6月CityMarketKeyBrandsOnlyYMAllMktSizeBrandSalesBrandMS%DeltaMS%MktGR%BrandGR%

1390663613906636100.00%0.00%5.87%5.87%BeijingCrestorMarketALEBJ&ALL13906636356858825.66%1.29%5.87%11.49%BeijingCrestorMarketCADUETPFZALL139066361214680.87%0.34%5.87%72.08%BeijingCrestorMarketCRESTORAZNALL13906636172295712.39%-3.88%5.87%-19.37%BeijingCrestorMarketCrestorGenericALL1390663613250789.53%2.42%5.87%42.00%BeijingCrestorMarketEZETROLSG7ALL13906636644920.46%-0.03%5.87%-0.28%BeijingCrestorMarketLipitorGenericALL139066361607111.16%0.40%5.87%62.03%BeijingCrestorMarketLIPITORPFZALL13906636388767027.96%-1.23%5.87%1.41%BeijingCrestorMarketOthersALL13906636206165214.82%3.90%5.87%43.63%BeijingCrestorMarketVYTORINMSDALL139066362330.00%0.00%5.87%3783.33%BeijingCrestorMarketZocorGenericALL139066363654412.63%-1.05%5.87%-24.46%BeijingCrestorMarketZOCORMHUALL139066366283464.52%-2.16%5.87%-28.43%ByVolume(Total

units)份額（包裝合數(shù)）：

YTD6月市場份額--Crestor

：12.4%，維持4月水平，同期比增長-3.88%，在主要處方品牌中排名第三；

--Lipitor：27.96%低于4月28.1%，同期比增長-1.23%。增長（包裝合數(shù)）：

--Crestor出現(xiàn)負增長，YTD6月-19.37%，Lipitor增長1.41%，他汀市場增長5.87%，國產品瑞舒伐增長42%，MS環(huán)比增長2.3%；提示：Lipitor仍然是病人數(shù)最多的產品，ALE第二，Crestor第三，市場環(huán)境變化導致他汀市場國產品增長明顯，Crestor出現(xiàn)負增長，份額下降，與競爭對手仍有差距，還需加強客戶拓展，增加客戶覆蓋面，持續(xù)強化降脂達標，安全性，品牌區(qū)分，爭取更多新病人，以獲得后期市場份額的提高。另外需要關注可定國產仿品市場變化外部數(shù)據(jù)（360）12各品牌在市場中的份額分布HospitalNameProductManufacturerMKTSizeProductSalesMS%DeltaMS%MKTGR%BrandGR%A醫(yī)院OthersOthers3,143,044902,58229%-7%21%-2%A醫(yī)院絡活喜輝瑞制藥有限公司3,143,044787,20025%10%21%106%A醫(yī)院波依定阿斯利康制藥有限公司3,143,044771,55325%-3%21%7%A醫(yī)院拜新同拜耳醫(yī)藥保健有限公司3,143,044649,06921%2%21%33%A醫(yī)院安內真蘇州東瑞制藥有限公司3,143,04432,6401%1%21%-A醫(yī)院壓氏達北京賽科藥業(yè)有限責任公司(原北京第二制藥廠)3,143,04400%-3%21%-100%

3,143,0443,143,044100%0%21%21%外部數(shù)據(jù)（AIA）A.I.A分析

--TOP20/2015-5(金額/C/L)YTD5月C/L:

-整體C/L較上月（42%）略有下降，潛力最大的前20家醫(yī)院中12家醫(yī)院C/L低于北京平均水平（42%）

-8家醫(yī)院（標黃色）C/L下滑，人民，海淀，北大，東方醫(yī)院立普妥同比MS上漲排名醫(yī)院可定/立普妥%△可定/立普妥%MKTSize可定立普妥可定MS%立普妥MS%可定△MS%

(同比)立普妥△MS%

(同比)1首都醫(yī)科大學附屬北京安貞醫(yī)院106%-4%40,340,39610,497,6009,876,59426.0%24.5%-6.9%-5.5%2首都醫(yī)科大學宣武醫(yī)院39%-20%21,606,4753,285,3608,458,65515.2%39.1%-10.3%-4.2%3北京大學第三醫(yī)院39%-4%17,834,3342,974,3207,677,49516.7%43.0%-3.0%-3.0%4北京醫(yī)院36%-7%17,537,9083,122,6668,726,67817.8%49.8%-4.5%-2.4%5北京大學人民醫(yī)院47%-25%14,340,4413,058,5606,512,04021.3%45.4%-10.2%1.7%6北京大學第一醫(yī)院34%-10%12,783,9952,099,5206,193,78216.4%48.4%-4.8%0.5%7北京協(xié)和醫(yī)院東院38%2%12,106,0822,303,6406,122,55219.0%50.6%-0.3%-3.5%8首都醫(yī)科大學附屬北京友誼醫(yī)院64%-9%12,081,0692,945,1604,567,01124.4%37.8%-3.8%-0.8%9北京中日友好醫(yī)院66%-1%11,787,6453,314,5205,027,75228.1%42.7%-0.7%-0.5%10首都醫(yī)科大學附屬復興醫(yī)院42%-6%11,463,0021,529,8203,608,05713.3%31.5%-5.9%-8.1%11首都醫(yī)科大學附屬北京朝陽醫(yī)院26%-8%11,311,9001,146,9604,457,52010.1%39.4%-7.5%-13.0%12北京世紀壇醫(yī)院17%-7%10,438,164867,7805,029,0758.3%48.2%-3.8%-1.0%13阜外心血管病醫(yī)院60%-8%9,796,1891,944,0003,247,20019.8%33.1%-6.7%-6.1%14首都醫(yī)科大學附屬北京天壇醫(yī)院35%4%9,438,4921,409,4003,982,10314.9%42.2%0.4%-4.0%15北京中醫(yī)藥大學東方醫(yī)院47%-2%8,817,1612,225,8804,729,44025.2%53.6%-0.6%1.1%16首都醫(yī)科大學附屬北京同仁醫(yī)院67%-8%8,580,3372,334,4203,474,03027.2%40.5%-3.6%-0.2%17北京積水潭醫(yī)院34%-10%8,472,4041,385,1004,073,76016.3%48.1%-6.4%-3.6%18北京市通州區(qū)潞河醫(yī)院36%8%8,261,281563,7601,579,3206.8%19.1%-0.8%-8.8%19北京市海淀醫(yī)院20%-18%7,738,834884,5204,442,76011.4%57.4%-7.8%6.0%20北京市石景山醫(yī)院23%-7%7,703,222887,7603,831,29511.5%49.7%-3.6%-0.1%北京Total42%-7%396,235,36967,623,790159,717,88917.1%40.3%-4.3%-2.7%外部數(shù)據(jù)（AIA）ZOK

各科室權重以及主要他汀在相關科室份額

BrandVolumeShareinCardio(QTR)Source:XieheRxdata(BJ/SH/GZ/HZ/TJ/CD),2014Q3Potentialbychannel/specialization(MAT)

Percent,#ofVolume,TotalStatinMarketIPD+OPDBrandVolumeShareinNeuro(QTR)BrandVolumeShareinEndo(QTR)外部數(shù)據(jù)（協(xié)和--北京）

協(xié)和數(shù)據(jù)分析-Q3

--北京（病房/門診）份額及C/L

份額：Q3北京四大核心科室份額維持Q2水平，未有顯著增長，心內低于全國水平（26%）；

立普妥神內下降1%，心內，內分泌科維持；C/L：四大核心科室Q3除神內增長外，心內，內分泌科維持；心內科C/L略低于全國水平（76%）。MarketShareCrestorLipitorC/L可定立普妥14Q3MAT14Q2MAT14Q3MAT14Q2MAT14Q3MAT14Q2MAT心內科24%24%32%32%75%75%神經內科27%27%31%32%87%84%老干科23%23%36%35%64%66%內分泌科14%14%26%26%54%54%普通內科27%27%21%21%129%130%腎內科17%18%41%41%41%44%心臟外科—29%—39%—74%中醫(yī)科—14%—42%—34%外部數(shù)據(jù)（協(xié)和--北京）16

協(xié)和數(shù)據(jù)分析-Q3

--北京（門診）份額及C/L份額：四大核心科室Q3維持Q2水平，心內低于全國水平（26%）；立普妥

除神內下滑外其他科室維持；C/L：Q3除神內增長外其他核心科室C/L均維持Q2水平，心內C/L低于全國

水平（77%）。MarketShareCrestorLipitorC/L可定立普妥14Q3MAT14Q2MAT14Q3MAT14Q2MAT14Q3MAT14Q2MAT心內科24%24%32%32%75%75%神經內科27%27%30%32%90%84%老干科23%23%35%35%66%66%內分泌科14%14%26%26%54%54%普通內科27%27%21%21%129%130%腎內科18%18%41%41%43%44%心臟外科—29%—39%—74%中醫(yī)科—14%—42%—34%外部數(shù)據(jù)（協(xié)和--北京）

協(xié)和數(shù)據(jù)分析-Q3

--北京（病房）份額及C/L份額：主要核心科室（除內分泌外）Q3均低于Q2，低于全國水平；立普妥心內

下降，神內，高干增長；C/L：除內分泌Q3較Q2維持外，其他核心科室均較Q2下降，且低于全國水平。MarketShareCrestorLipitorC/L可定立普妥14Q3MAT14Q2MAT14Q3MAT14Q2MAT14Q3MAT14Q2MAT心內科25%26%57%58%44%45%神經內科18%20%72%71%25%28%老干科22%23%49%46%45%50%內分泌科14%14%33%33%42%42%普通內科——

100%——腎內科5%5%54%60%10%8%心臟外科35%31%57%62%62%50%中醫(yī)科—10%—52%—19%外部數(shù)據(jù)（協(xié)和--北京）綜合練習以下醫(yī)院的業(yè)績表現(xiàn)如何？數(shù)據(jù)中有何主要發(fā)現(xiàn)？HospitalName-YTD%ActualTargetA/TLastYearGrowthMS%Rolling3MS%Rolling6MS%Rolling12DeltaMS%11MktGR%YTD11MktsizeA醫(yī)院9%760,267742,640102%722,2065%23%22%21%4.6%6%39293B醫(yī)院6%472,771422,176112%377,08125%14%13%12%-2.1%12%37805C醫(yī)院3%268,330261,493103%262,1722%11%12%15%0.3%9%15882提高練習-高潛力以下數(shù)據(jù)經過相應的處理回答問題哪些領域的產品占的比重最大？哪些領域的產品增長最大？哪個產品的增長最好？哪些公司擁有的Top產品最多？中國市場排名前20的產品Dat