© 2013 IMS Health Incorporated or its affiliates. All rights reserved.
IMS Asia-Pacific
INSIDE THIS ISSUE
• Keeping pace with the burgeoning Asia-Pacific oTc market
• HTA: The new face of Asia Pacific and the emerging role of pharma companies in the future of healthcare
• Understanding the paradox of Asia’s pharma market to ensure growth success
• Price-volume strategies and differential pricing – strategic levers for driving growth by increasing
affordability in Asia
Insight
Issue 3 | 2013
2
WelcoMe letter ............................................................................................................................... 3
KEEPING PACE WITH THE BURGEONING ASIA-PACIFIC OTC MARKET ....................................................................... 4
OTC drugs now stand in the spotlight. Nowhere is this more true than in Asia Pacific, where for the third consecutive
year OTC sales in the region (excluding Japan) significantly outpaced the global OTC market. See the opportunities
driving growth in this market.
HEAlTH TECHNOlOGy ASSESSMENTS: THE NEW FACE OF ASIA PACIFIC ANd THE EMERGING ROlE OF PHARMA
COMPANIES IN THE FUTURE OF HEAlTHCARE ................................................................................................. 11
The need to control rising health care costs while meeting the demands of increasing numbers of patients has forced
national health authorities to respond with new cost containment measures. See how Asian markets are seeking involvement
from pharma companies in the development of the HTA process and how they can strengthen their collaborations with HTA
authorities.
UNdERSTANdING THE PARAdOX OF ASIA’S PHARMA MARKET TO ENSURE GROWTH SUCCESS .................................... 15
Asia is a series of submarkets, grey areas, and paradoxes. As a result, there is the need to temper discussions of the
region’s growth potential with a recognition of the many challenges presented by its diverse market conditions. See why
companies need a well-built, strategic framework that properly identifies – and quantifies - opportunities and growth
levers in order to lay the foundation for an effective market-entry strategy.
PRICE-VOlUME STRATEGIES ANd dIFFERENTIAl PRICING – STRATEGIC lEVERS FOR dRIVING GROWTH IN ASIA............. 21
Cohesive price-volume strategies can effectively drive awareness, accessibility, and affordability. learn how to play, where
to play and what constitutes winning when it comes to price-volume strategies in Asia.
Contents
3
Welcome letter
Today at IMS Asia-Pacific, our teams are at work in dozens of countries
assessing trends, building strategic frameworks, identifying opportunities
and helping healthcare companies from all around the world succeed in this
dynamic environment. It is our privilege to be leading the conversation, and
to be on the cutting edge of what is new and innovative in a region that we
believe offers enormous opportunity.
Throughout 2012 we were enthused by trends suggesting that the pharmaceutical
market in Asia will likely reach USd $350 billion in 2016, comprising 30% of the
global pharmaceutical market and driving close to 50% of global, incremental
growth through 2016.
At the same time, we watched as over-the-counter (OTC) sales in the APAC region yet again significantly
outpaced global OTC growth, despite the declining rate in the global OTC trend for the past two years.
In fact, according to the September 2012 IMS OTC Global Analysis, MAT (Moving Annual Total), the APAC
region (excluding Japan) grew by 16% over 2011— a remarkable 14 percentage points higher than the global
OTC market growth rate.
Asia Pacific continues to be a region with significant opportunities for exploration. And so, when we sat
down to plan the 2013 issue of our annual IMS Asia-Pacific Insight Magazine, we looked for ways to illustrate
both the challenges and the opportunities ahead.
The stories you’ll find here explore the submarkets and hybrid conditions of the Asia-Pacific region and outline
the best approaches to building meaningful frameworks that address key issues in awareness, accessibility,
and affordability. They look at the price-volume strategies that are making a difference. They explore surging
OTC markets as well as the opportunity for pharmaceutical companies to play an integral role in the health
technology assessment tools that have become central to pharmaceutical planning throughout this region.
As always, our stories represent the in–depth industry expertise of IMS Health in collaboration with our
business partners and clients. We look forward to partnering with our healthcare industry colleagues in 2013
to continue to identify opportunities in the fast growing Asia-Pacific markets.
Sincerely,
Andy liu
President,
Asia-Pacific and china
4
5
In recent years, worldwide sales of over-the-counter (OTC) drugs—medicines sold
without the aid of a prescription or the governance of a physician—have surged. Self-
diagnosis and self–medication have created momentum, as has the greater availability
of healthcare information, thanks to media ranging from print to TV. Additionally,
OTC drugs typically carry fewer side effects and warnings than prescription medicines,
tend to be more affordable, and can help to manage acute symptoms such as pain and
cough—all of which have been key factors in the market’s growth.
Keeping pace with the burgeoning
Asia-Pacific OTC market
Once a secondary line of business for many
multinational pharmaceutical companies,
OTC drugs now stand in the spotlight.
Nowhere is this more true than in Asia
Pacific, where for the third consecutive
year OTC sales in the region (excluding
Japan) have significantly outpaced
the global OTC market growth. In fact,
according to the September 2012 IMS OTC
Global Analysis, MAT (Moving Annual Total),
the market grew by 16% over 2011—a
remarkable 14 percentage points higher
than the global OTC market growth rate.
Furthermore, as of September 2012, OTC
sales in the Asia-Pacific region account for
21% of global OTC sales.
“OTC drugs are the talk of the industry here in
Asia Pacific,” confirms Katherine Te, Senior
Manager for Consumer Health, Asia Pacific.
“General pain relief products, expectorants,
skin treatments, adult multivitamins,
asthma products and anti-allergens, cold
and flu remedies, anti-diarrheals and
calcium supplements have all experienced
consistent double-digit growth since
2010; and many companies have been
reengineering their business models to
capitalize on the trend. They’re also
recognizing the opportunity inherent in
non-reimbursed markets, especially within
young healthcare infrastructures.”
While local companies have always
focused resources on this business space,
what’s new and game-changing is the
increasing number of multinational
companies (MNCs) such as GlaxoSmithKline,
GlOBAl OTC
OTC MARKET TRENdS (PAST 3 yEARS) IN % BASEd ON USd
2010
0
5
10
15
20
25
2011 2012
9 10 2
22 21 16APAC EXCl. JAPAN
GlOBAl OTC APAC EXCl. JAPAN
FIGURE 1 Source: IMS OTC Global Analysis, MAT September 2012
FIGURE 2 Source: IMS OTC Global Analysis, September MAT 2012
SHARE OF SAlES VS. SHARE OF GROWTH IN % BASEd ON USd
SHARE OF SAlES
21 100
79 0
SHARE OF GROWTH
120
100
80
60
40
20
0
APAC EXCl. JAPAN
REST OF WORld
REST OF WORld APAC EXCl. JAPAN
21
100
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Johnson & Johnson, Pfizer and Sanofi, who
are now actively exploring this market.
leveraging both their own market
knowledge, and a general consumer
preference for well-known brands, these
firms are extremely well-positioned to
capture the opportunity here.
UNdERSTANdING THE MARKET
Developed OTC Markets
An excellent way to gain insight into this
market is to look closely at developed
OTC markets—those markets in which
OTC advertising and self-medication are
established norms. Australia, Japan,
Singapore and the Philippines all fall
into this category and are distinguished
by the following characteristics:
• Self-medication is established as a norm
in the consumer mindset, and is
reinforced by advertising messages.
• Products are highly accessible and
consumers are clear in their preference
at point-of-sale.
In Australia, for example, access to OTC
products is quite liberal, with point-of-
sale channels ranging from the traditional
pharmacy to supermarkets.
In these developed markets, the goal
should be to increase the depth of coverage
within existing channels (via greater share
of shelf or optimized inventory levels)
while simultaneously tapping a new user
base.
This can be done in the following ways:
• Communicate brand information to as
wide a base as possible, including
doctors and pharmacists in addition to
consumers.
• Pay particular attention to geographical
differences and trends in distribution
and availability.
• Build a distribution model that is able
to capitalize on expanded point-of-sale
opportunities and ensure constant
stability in stock levels.
• Saturate traditional media before
experimenting with new media, unless
otherwise dictated by consumer/market
dynamics. The tendency to experiment
with new media too soon is a common
pitfall. It can wreak havoc on the overall
marketing mix, especially if the other core
elements such as channel-specific
messaging and product availability have
not yet been established.
Developing OTC Markets
The landscape, however, is significantly
different in developing OTC markets,
where both consumer habits and the trade
regulatory environment are still works-
in-progress. Here, self-medication exists
but it is heavily constrained by advertising
regulations and government reimbursement
practices. Interestingly, governments are
becoming increasingly aware of the
variable rates of education among their
populations and so they have committed
to putting more regulatory safeguards
into place to protect their citizens against
misleading messaging.
India, China, Vietnam, Indonesia,
Thailand, Malaysia and South Korea all fit
this profile. Each is further characterized
by big populations, increasingly savvy
consumer awareness, greater purchasing
power, new product introductions and
wider accessibility to products in
pharmacies and drugstores.
In South Korea in particular, changes in
government regulations related to the
sales channels, not to mention an increased
desire by pharmaceutical companies to
invest in OTC, have begun to exert a
significant influence on consumer behaviors
and local market growth.
Another significant characteristic of
developing OTC markets is the prevalence,
and preference, for traditional medicines
over western medicines. Some local
companies have been quick to address this
dynamic by launching products that use
familiar, traditional ingredients in a more
modern delivery mechanism, such as herbal
supplement pills to treat common pains
or coughs. In the Philippines for example,
the cough brand ASCOF® is derived from
the herb Vitex Negundo, or lagundi, which
is a local cure-all remedy. ASCOF® was
ultimately able to secure leading a position
in the cough category by capitalizing on its
popularity as a natural home remedy.
FIGURE 3 Source: OTC Global Analysis, September MAT 2012
REST OF APAC
0 105 15 20
0
5
9
7
1
4
16APAC Market excl. Japan
Rest of APAC
Other OTC
VMS-Others
Pain Relief-Gen Systemic
Other Skin Treatment
Multivitamin-Adult
CH-IN-SK-Id-AU
18
35
16
12
0 2010 30 40
15
14
16APAC Market excl. Japan
Selected 5 Markets
Other OTC
VMS-Others
Pain Relief-Gen Systemic
Expectorants
Other Skin Treatment
CATEGORy GROWTH OF TOP OTC MARKETS
GROWTH IN % 2012 VS 2011
KeePIng PAce WItH tHe burgeonIng ASIA-PAcIfIc otc MArKet
7
Within the Asia-Pacific region, the top 5
OTC markets —China, India, South Korea,
Indonesia and Australia— are growing
collectively at 18% as of MAT September
2012. In these markets, the top 10 OTC
categories have grown by double digits vs
last year. The rest of the Asia-Pacific region
also represents attractive opportunities,
collectively growing at a rate of 9%, still
above the global growth rates.
GAINING SUPREMACy IN THE OTC MARKET
Potential success factors across the
Asia-Pacific OTC market differ not just from
country to country, but also from category
to category. The decision to enter a specific
category should thus be tempered by the
local environment, as some categories
perform better in one country compared
to another. Even aesthetic adjustments
are necessary; brand messaging can certainly
determine a product’s success, and packaging
can play an essential role in consumer trials
and continued preference. Adapting global
positioning to fit local nuances is, therefore,
a prerequisite for OTC companies hoping to
make the most of the OTC drug trend across
this diverse region.
In theory, many elements of a successful
strategy may seem obvious, and as
such they are often taken for granted.
Paying attention to each of these strategic
initiatives, however, is absolutely critical
to cultivating a meaningful and profitable
presence:
• Effective brand-awareness campaigns.
• Variation of pack size, so that
consumers can be introduced to a product
through trial-sized portions.
• Smart utilization of all media—TV, print,
radio, and digital—to engage consumers.
• dominant shelf presence and availability
coupled with promotional efforts aimed at
both trade partners and consumers.
• Smart pipeline management that
continually reinvigorates brands with new
flavor variants and/or similar product
extensions.
• Effective communications with physicians
and pharmacists, who play a key role
in securing brand value, especially for new
products.
Indeed there is no one-size-fits-all strategy,
no single formula for success, and the subtle
differences are often the most essential
ones. Consider the branding of vitamins. In
Europe and the Americas, positioning tends
to focus on providing quality of life through
balanced nutrition; in Asia, however, the
same brand might best be positioned as one
capable of improving performance or giving
more energy in pursuit of a better
quality of life. And so flexibility and
ingenuity are key in purposefully adapting
global strategies to local conditions.
Successfully tapping into developed OTC
markets in particular also requires a certain
level of creativity in expansion strategies
and the willingness to look at new
distribution channels to secure greater
access and awareness. “We’re talking
about supermarkets, convenience stores,
health-food stores, gyms, and innovative
co-promotion deals” explains Te. “And
we’re talking about tactics that may have a
longer payback horizon but will eventually
help sustain the brand image and stave off
market-share erosion by new players.”
With the rising popularity of social media,
OTC companies are also encouraged to
explore an alternative medium to reach their
target audience in a more cost-effective
way compared to traditional media.
Medicines ranging from cough suppressants
to vitamin supplements can utilize social
media to engage their customers and gain
valuable insights on what drives their
purchasing behavior. Xenical®, for example,
offers a forum on Facebook to connect
with both existing and potential users. They
have also used this medium effectively to
announce promotional efforts and gain
feedback about consumer preferences
and concerns. However as mentioned,
such a move must be carefully
aligned with the rest of the brand
communications strategy, and should follow
a saturation of traditional media, where
return can be more accurately forecasted.
Finally, OTC companies in developed OTC
industries in Asia-Pacific markets should
also consider driving preference among
existing customers through the introduction
of new, conveniently sized packs, designed
to encourage out-of-pocket product trials.
FIGURE 4 Source: IMS analysis
GROWTH OPPORTUNITIES FOR dIFFERENT MARKET MOdElS
developing
OTC markets
Increase depth
of coverage
within existing
channels
Create new
market space
via thought
leadership
Adapt and
localize best in
class strategies
Established
OTC markets
Increase
access via new
channels
Maximize share
of wallet
via new packs
Expand scope
via new line
extensions
8
Consider Strepsils®, a line of throat lozenges,
which are marketed in packs of just two in
the Philippines and are therefore ideally
suited for individual, as-needed purchases.
However, though smaller pack sizes are
often a smart choice, consumer expectations
—and willingness to experiment— vary
by country and pack sizes should differ
accordingly.
OTC AS A SUSTAINABlE GROWTH AREA
There’s no doubt that the OTC market will
continue to thrive within the Asia-Pacific
region. As has been demonstrated in other
parts of the world, as consumers become
more educated they are increasingly
motivated to find answers and treatments
for themselves, and are highly aware of cost
and convenience benefits.
It is important to remember, however,
that OTC portfolios in Asia Pacific cannot
—and should not— be managed as
traditional pharma products. This is a dynamic
market based on seasonal and often
acute ailments; consumer behavior varies on
a weekly or even daily basis as immediate
needs change. Access and availability
are also key drivers of success, as the
product must be available during that narrow
window of time when the consumer is
in need. And ultimately companies must
constantly benchmark their brand’s success
against both internal and external measures
so that they can continue to adapt and grow.
“The OTC market is poised to enter into a
dynamic growth era” concludes Te. “The
opportunity to profit from this segment has
never been clearer.”
KeePIng PAce WItH tHe burgeonIng ASIA-PAcIfIc otc MArKet
9
With the right spark of
insight, a bright future
in the Consumer Health
market is at your fingertips
The Consumer Health market isn’t just on the rise – it is
one of the fastest growing markets in the pharmaceutical
sector.
As this market expands, timely and reliable marketing
intelligence is mission-critical in evaluating product
performance, anticipating competitive threats and validating
strategic plans.
So, do you have what you need to maximize your
business potential in the Consumer Health market?
IMS Consumer Health AnalysisTM provides the insights
necessary to understand critical market dynamics and
efficiently identify opportunities for growth – on a national,
regional and even local scale.
And now, it is available in Malaysia, Thailand, Philippines
and South Korea.
Contact us now for a live web demonstration! www.imshealth.com/cha/apac
apac.info@imshealth.com
For more information, please contact us at:
10
11
In 1999—more than a decade after Canadian lawmakers introduced legislation designed
to help evaluate the safety and efficiency of healthcare treatments, and seven
full years after Australia introduced its own formal guidelines for pharmaceutical
reimbursement—the National Institute for Health and Clinical Excellence (NICE)
was unveiled in England and Wales. As an advisory body, NICE was created “to
reduce variation in the availability and quality of NHS treatments and care” and
to “help resolve uncertainty about which medicines, treatments, procedures and
devices represent the best quality care for patients and the best value for the NHS.”
It would soon become one of the most widely discussed health technology assessment
(HTA) programs in the world.
Health Technology Assessments:
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