Case studies
Market Research and Corporate Partnering
Challenge: A global medical device company manufacturing diagnostic equipment for seniors required customized client-related market research and a short-list of potential partners for a co-branding entry strategy into Japan.
Solution: Experts of the Japan Healthcare Network provided specific market research matching the rigorous needs of the client, and detailing industry developments and future prospects. In addition, a thorough analysis of potential partners was conducted based on a qualitative and quantitative review using the 4Cs:
- Complimentary Skills
- Cooperative Business Cultures
- Compatible Goals
- Commensurate Risks
The above research and analysis was presented to senior management pushing Japan as the next priority for the company’s international expansion.
Business Development/Vertical Integration
Challenge: A major challenge for pharmaceutical companies is how to counteract the upcoming patent expiration of their blockbuster drugs as no new drugs of such kind will be launched in the foreseeable future. Vertical integration, or market move, into other businesses areas is a key concept to increase revenue as current blockbuster drugs will soon be open to generic competition. The timing is now for planning, and thus the Japan Healthcare Network is active in the development of various vertical integration strategies.
Solution: The Japan Healthcare Network conducted strategic analysis and outlined detailed recommendations for the Japan office of a global pharmaceutical company to seek ways to move into other businesses through corporate partnering, including direct and indirect co-investment. Second, JHN introduced selected partners to better service the aging population through non-pharma products and services that would coincide with the particular drug treatment. Third, JHN outlined specific strategies creating a unique proposition detailing a competitive advantage not yet fully seen before in the Japanese market – pharma and non-pharma joining forces.
Information Communication Technologies (ICT)/Digital Marketing
Challenge: Pharmaceutical sales representatives and physicians in person communications are extremely limited by time and the amount of information that can be conveyed during each short discussion. The lack of communication can cause a decrease in the confidence of the brand, misrepresentation of the usefulness of the specific drug, and a loss of potential revenue.
Solution: An Intranet site allowing physicians to obtain all needed information about the company’s products, including details of adverse effects, new clinical trials, and healthcare news, in addition to a direct communication tool with sales representatives bridging the information gap between sales visits.
Next step: A mobile phone E-learning device – all information at one’s fingertips to better equip the sales representative with up-to-date knowledge on the go allowing for more productive face-to-face meetings with physicians.