Achieving Launch Excellence in Asia-Pacific Transcript ... - IMS Health

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marketing; Awareness, Accessibility and Affordability. Let me just quickly cover these one by one. Certainly. You mentioned awareness as being the first of the three. Yes, Awareness. MNCs need to actually create the market for their drugs by educating patients and physicians on the benefits and value of this medicine over others, and as mentioned before, all stakeholders. To do this, they need a thorough understanding of disease states, therapeutic options and the potential fall-out of non-compliance. Innovative outreach programmes are needed such as key collaborations, sponsorship of a family network support, language translation and so on. And the second A, which is Accessibility? Accessibility to medicines (in terms of healthcare infrastructure) is a major challenge as there are substantial variations in availability between say urban and rural environments in emerging Asian markets. Companies, therefore, need to pay particular attention to local access to diagnosis, prescribing & dispensing stations and distribution channels to ensure their products are economically supplied, targeted accurately and get to market where there are access challenges. I would suppose relationship building would be a critical component of their strategy? Actually, no not necessarily . Sometimes quite the opposite in emerging markets, in fact. Oh really? Yes. Companies need to realise that relationship-selling is not always going to work as well in these emerging markets, where the local manufacturers will have the relationship advantage. They need to be prepared to prove their products value over local therapies through in-country clinical trial data, which may require additional investment. Yes, I can see how that will be a major difference to marketing in their established markets. And the third A, I am guessing, would be Affordability. That’s exactly it. Naturally pricing is a concern in any market but it is particularly sensitive in APAC, where inflation, GDP growth, rising incomes and elevated expectations make price a crucial buying decision. GlaxoSmithKline in India is a prime example of a company operating a local pricing strategy across its portfolio. In China, we see different pricing strategies between urban and 6
ural markets. MNCs can also meet the challenge by partnering with local manufacturers and suppliers and seeking possible tax exemptions. That’s an interesting point. So applying the three As is crucial when launching in APAC. What assistance is there for companies available from IMS HEALTH? Well, IMS HEALTH is well positioned to help MNCs avoid common pitfalls and strengthen the three Foundational Success factors of determining and optimising their product’s value proposition, effectively and efficiently engaging stakeholders, mapping out resource allocation and monitoring and driving performance, as well as aligning and preparing these organisations for launch. I see. You mentioned common pitfalls just now. Can you give us some examples of what these typically are? Yes, certainly. What we see often is that companies don’t tend to learn from past launch mistakes not just in targeting their audiences better, but also they tend to under-estimate their own constraints, they don’t give themselves enough time to prepare, and don’t adopt a consistent framework to drive the launch execution process to ensure plans are followed through. What can happen as a result? They can fail to get their product listed on formulary, or payers won’t accept their value proposition, or they could fail to forecast the demand in Asia, or fail to drill down to the base of the socio economic pyramid, to the patients, and understand patients’ capacity to spend on medicines. These are all issues IMS HEALTH can help companies avoid. I suppose companies can also take advantage of IMS’ in-depth knowledge of the market they intend to launch, and services to help them achieve better success as they prepare to launch into those markets. Very much so. We are well positioned to assist in a number of ways. As you mentioned, we have deep therapeutic market knowledge and competitive insight so we can advise on the complex competitive dynamics in today’s changing markets. Secondly, we can advise on marketing approaches to take in individual markets. Your analytical tools are also known to be pretty effective. Yes, using IMS Radar Dynamics, APLD, primary market research and enhanced promotional audits, we have country-by-country evidence-based insight into marketing tactics and success drivers. 7
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Achieving Launch Excellence in Asia-Pacific Transcript ... - IMS Health

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