With its fast-growing, young population and projected pharmaceutical sales in excess of billion in 2014, countries in the Association of South East Asian Nations (ASEAN) represent a great opportunity for Pharma.
However, with regional marketing practices, uncertain production values of locally manufactured generics and a huge diversity in healthcare delivery across ten nations of varying income levels, there are also great challenges.
Despite the disadvantages large multinationals face, major pharmaceutical companies are diving into the region, focusing on revenue from new chemical entities and developing ‘branded’ generics as key investments.
But given regional dynamics, pro-generic legislation, inconsistent IPR enforcement and local industry protection, what are the factors that the industry can leverage to drive success?
Based on interviews with ten of the region’s most experienced industry experts, Branded Generics in S.E. Asia: Current and Future Opportunities explores why the pharmaceutical industry is focusing on branded generics and new chemical entity (NCE) revenues. Timely and packed with essential details, the report describes the current state-of-play, the future of branded generics and the physician, prescriber and patient dynamics that govern drug dispensing.
By offering insight into the complex forces at work, this comprehensive report provides the critical intelligence necessary for success within the region. Can Big Pharma firmly insert itself into such a vibrant but locally-dominated market? Branded Generics in S.E. Asia: Current and Future Opportunities has the answers.
Key Report Features
Who Would Benefit From This Report?
This report will be of value to senior pharma directors and managers with responsibilities in the following areas:
Key Questions Answered
“What’s important is where the power lies, so when the power lies with the doctor, we have a branded generics kind of a market. When the power lies with the payer, which could be the government, insurance scheme, wholesaler or the pharmacies, then it becomes a more or less an unbranded generics market.” – Manish Bajaj, Senior Director Strategy for Branded Generics Markets, Dr Reddy’s
“At present the jury is still out. Companies have started launching their branded generic brands but I can't say for sure that success is guaranteed in South East Asia.” – Dr. Suchitra Kataria, former Head of Business Development and In-Licensing - Regional Strategic Development Asia Pacific at Bayer Schering Pharma, Singapore
“If you really talk about success in terms of 20-25 years... the branded generics market will move to a more unbranded generics market as we have seen in Europe.” – Manish Bajaj, Senior Director Strategy for Branded Generics Markets, Dr Reddy’s
Table of Contents
for Branded Generics in South East Asia: Current and Future Opportunities
1. Executive Summary
2.South East Asia background
2.1. The geography and population of the region
2.2 The economics of the region
2.3. Populations remain young but lifestyle changes are impacting treatment trends
3.Defining ‘Branded Generics’
3.1. Local market structures are complex
3.2. Most promotion surrounds brands
3.3. Local marketing practices put international companies at a disadvantage
3.4. Background summary
4.What is the situation in 2012
4.1. Local companies dominate the market
4.2. Robust growth in generic and branded generics is forecast
4.3. Decision making starting to shift from physicians and pharmacists to patients
4.4. A flight to quality is apparent
5.Multinationals target the branded generic segment
5.1. The situation in 2012
6.Drivers of the move to marketing branded generics in South East Asia
7.1. Slower growth globally
7.2. ASEAN pharmaceutical harmonization drives quality
7.3. No dominant regional players
7.4. Physician and patient attitudes are changing
7.5. Government intervention
7.6. Pro generic legislation
7.7. Inconsistent IP protection
7.8. Local industry protection
7.9. Indian market position tainted by quality issues
7.10. Summary of the drivers of the move to marketing branded generics in South East Asia
8.The impact of events in 2012 on the future
8.1. Acquisition of brands to suit branded generic markets
8.2.Regulatory strategy refinement
8.3. Multinational - go to market strategy
8.4. How will 2012 impact the future summary
9.What are the decisive factors that will determine future success
9.1. Taking advantage of new quality standards and IP enforcement
9.2. Speed of local implementation
9.3. Cultural adjustment within the big multinational companies
9.4. Creating innovative win-win deals
9.5. Maintaining flexibility for government intervention
9.6. What will determine success summary
11.1.ASEAN aims and purposes
11.2.ASEAN fundamental principles
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This report is published by FirstWord Pharma
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