Campaign Asia-Pacific Healthcare Report

The report analyses the factors contributing to the industry's success in this diverse region. It also examines the numerous challenges faced by multinational pharmaceutical companies operating here, and the steps they are taking to remain competitive in the face of challenges from local players and from issues such as generics.

Additional features look at how companies should be marketing their brands as the era of blockbuster drugs draws to a close in Asia, and includes an example of a high-profile product launch in the region.

INSIDE THE REPORT

Pharma's new frontier - The Asia-Pacific healthcare sector is growing faster than the regional economy, but also represents a diverse set of challenges. Access full article... 

Japan: Hope for change - A philosophical shift promises to give new life to a flagging industry, but the government's ambitious aims have yet to be realised. Access full article... 

The race intensifies - Multinational pharma firms need to adapt fast to stay competitive in Asia-Pacific. Access full article... 

Case study: Educating the public - How GSK introduced the concept of cervical cancer vaccination to Japan. Access full article... 

What comes next - Marketers in Asia need to be ready for change. Max Jackson, CEO EMEA and APAC at Sudler & Hennessey, gives his view on where this industry is heading. Access full article... 

SPONSOR'S NOTE

Sharn Bedi, managing director, DDB Health

Asia, with a population of close to four billion, continues to provide broad scope and market expansion for the entire pharmaceutical industry.

The challenges that the pharmaceutical industry may be facing in the West are dwarfed by the ever increasing opportunities being generated in the East. With many local governments in Asia investing in healthcare infrastructure to improve quality and equity; with the expanding middle class; and, with an equally large 'fortune at the bottom of the pyramid' rural sector, opportunities abound.

However, success means change. Change from the brand decision at the point of prescription to the creation of value for patients, payers, providers, policy-makers and physicians.

Unless pharmaceutical companies deploy new marketing strategies to deliver behavioural change the Asian success story may actually elude them. The traditional marketing models will no longer be able to drive returns as they once did in the past. Pharmaceutical companies need to build confidence in their brands through education and support, by engaging physicians and their patients.

Despite regulatory constraints, pharmaceutical companies could benefit by mimicking the success of FMCG communications. Effective strategies within an integrated B2B and B2C 'push-pull' approach are necessary. Companies will need to shift away from acting as 'drug pushers' to partners that add value. The 'tell sell' no longer works. A concerted effort to improve the industry's image will be key to growing and sustaining the Asian market.

At DDB Health we believe the key is to shift to a 'participatory and personalised' model that allows various stakeholders to participate, share and create demand for the brand. An internationally-renowned agency, DDB Health has partnered with pharmaceutical brands in many parts of the world and has the experience and expertise to drive change in Asia as well.