Review of the Topical Analgesics in the US 美国外用止痛药市场,2007.5.24 Carl Jaramillo 卡尔,Market Overview,Market Overview 一般情况 Major “Non-Natural Product” OTC Brands主要OTC品牌 Direct Natural Product Competitors: 主要天然产品竞争对手 Tiger Balm Case: Early Disappointment, Later Success 虎牌早期不满意后来较成功的案例 Capsasin Brands Case: Early Success, Later Disappointment 开普莎早期成功，后期不满意 O24 Case: Failure O24 的失败案例 ALCiS Case Conclusion 结论,Market Overview,Market Overview Major “Non-Natural Product“ OTC Brands Direct Natural Product Competitors: Tiger Balm Case: Early Disappointment, Later Success Capsasin Brands Case: Early Success, Later Disappointment O24 Case: Failure ALCiS Case Conclusion,While the overall OTC and RX pain medication market combined is huge镇痛药的处方药与OTC 整体市场很大,In 2003, the TOTAL U.S OTC and RX market for pain products was $12 billion： 03年120亿美元 By some measures, the US pain market alone is larger than the entire Chinese pharmaceutical market in 2003,Source: http:/sec.edgar-online.com/2005/03/31/0001144204-05-009623/Section2.asp,the market for topical OTC is only $500 M - $700 M 外用OTC药5-7亿美元,However, sales of OTC topical analgesics are estimated to be only $500 -$700 million Prescription products, such as opioids and “NSAIDs” such as COX-2 inhibitors constitute most of the market. 口服的解热镇痛药如非甾抗炎药绝对为主 The market for COX-2s alone (such as Vioxx and Celebrex) exceeds $5,000,000,000 (RMB 40,000,000,000). 仅环氧化酶2抑制剂药50亿美元,Source: http:/sec.edgar-online.com/2006/07/13/0001193125-06-146047/Section3.asp,However there is an opportunity for OTC products as the reputation of COX-2s suffers 由于环氧化酶2的声誉正在降低，OTC产品仍有机会,Recent recalls of these prescription medications combined with Qizhengs efficaciousness in treating pain sufferers may increase the market opportunity. Much of that estimated prescription pain reliever marketplace might be susceptible to penetration by OTC products, such as that of Qizhengs.,Source: Swiss Medica 2003 Annual Report,In addition, the OTC analgesic market is fragmented, there are a few major brands OTC的镇痛药市场分散,In the topical market, Qizhengs competitors are products such as, but not limited to Ben Gay and Ice Hot, with the total combined market sales estimated to be $250 million in 2002. 奇正的竞争对手除“奔盖”和“冰热”外还有其它许多小品牌 Behind these two market leaders are brands such as Nuprin and Aspercream CARL TO ADD MORE BRANDS,Source: Swiss Medica 2003 Annual Report,In the natural products market, there are two significant direct competitors 在天然外用产品止痛市场只有两个直接对手,Capsasin 开普莎生(Zostrix, Capsin, Capsasin-P, etc) Capsaicin is a powerful irritant that can cause a severe skin reaction for some individuals. 皮肤局部刺激反应 Zostrix - Rodlen Laboratories (privately held) sells Zostrix, which contains Capsaicin, a compound found in hot peppers. 辣椒中提取 Capsin CARL TO INPUT DETAILS Capsasin-P CARL TO INPUT DETAILS Tiger Balm 虎牌 Tiger Balm is a counterirritant ointment based on herbal ingredients, derived from ancient Chinese sources 抗刺激的膏剂、纯天然 It is manufactured by Haw Par Corporation (Singapore)新加坡虎豹医药 Sales of Tiger Balm and related healthcare products reached approximately $35 M in 2002. 各种制剂2003销售3500万美金,Market Overview,Market Overview Major “Non-Natural Product“ OTC Brands 主要非天然OTC品牌 Direct Natural Product Competitors: Tiger Balm Case: Early Disappointment, Later Success Capsasin Brands Case: Early Success, Later Disappointment O24 Case: Failure ALCiS Case Conclusion,Bengay, the market leader, is a combo of Methyl Salicylate, Menthol, and sometimes Camphor 奔盖为领导品牌含甲基水杨酸、薄荷醇、樟脑,It was developed in France by Dr. Jules Bengue, and brought to America in 1898. It is now produced by Pfizer. 1898年法国开发由辉瑞生产 The active ingredients vary by the version of the product. 主要成分的含量在不同处方中有所不同 Bengay: Original - contains 15%甲基水杨酸Methyl Salicylate and 10%薄荷醇Menthol Bengay: Muscle Pain/Ultra Strength 肌肉痛和拉伤含contains 30%甲基水杨酸Methyl Salicylate, 10%薄荷醇Menthol, and 4%樟脑Camphor. Bengay: Ice Extra Strength contain 10% menthol. Bengay: Muscle Pain/No Odor 无气味contains 15% 三乙醇胺水杨酸Triethanolamine Salicylate. Bengay: Arthritis Extra Strength 30% Methyl Salicylate and 8% Menthol.,Source: Wikipedia,Ben-Gay Packaging and Pricing奔盖包装与价格,霜剂Cream, 6oz (170 g), $14 (Unit Price: $0.08/g),Ointment (Greaseless),无油腻的油膏 4oz (114 g), $7 (Unit Price: $0.06/g),凝胶Gel, 4oz (114 g), $7 (Unit Price: $0.06/g),贴剂Patch, 12 Large Patches/Box, $14 (Unit Price: $0.80/patch*),* Large patches are counted as two patches,Bengay Marketing,CARL TO ADD MORE ABOUT MARKETING STRATEGY INTERNET IS DOWN AND I CANNOT DO RESEARCH,Bengay Consumer Opinion,CARL TO ADD MORE ON CONSUMER OPINION SEE ICY HOT AS AN EXAMPLE,Active Ingredients: Methyl Salicylate (30%), Menthol (10%) Inactive Ingredients: 非活性成分有 Carbomer, Cetyl Esters, Emulsifying Wax, Oleth-3 Phosphate, Stearic Acid, Triethanolamine, Water 注：活性成分与非活性成分的标示主要为FDA 外用镇痛药成分目录中的有效成分必须标明，如果是草药成分，不可以宣传治疗作用，只能讲减轻帮助等 NOTE: The labeling of an ingredient as active or inactive has more to do with regulatory considerations than chemistry or the actual