The more question you ask the more different answers you will get

Transcription

1 The more question you ask the more different answers you will get Experience and lessons learned in China Ulrike Bauer Cicor Innovation Insights Symposium Kloten, September 27, 2016

2 Agenda Introduction to Ypsomed Why is the Chinese market attractive? Challenges and experiences Success factors in China 2 Ypsomed AG B2B in China

3 Ypsomed Company Overview Founded in 1984 as Disetronic Turnover ~CHF 337 Mio CHF (2015/16) with double digit growth each year over the last 3 years Listed at Swiss Stock Exchange Headquarter and manufacturing in Burgdorf & Solothurn CH Around employees in headquarter & affiliates 3 Ypsomed AG B2B in China

4 Ypsomed solutions make self-care simpler and easier: 2 business fields: B2B & B2C B2B B2C 4 Ypsomed AG B2B in China

5 Drivers for Self Injection Competition demands differentiation High comfort and safe and easy to use devices increase identification with the medication Improved compliance and therapeutic result 5 Ypsomed AG B2B in China

6 What means B2B for Ypsomed s business? Ypsomed develops and manufactures customized versions of its self injections platforms directly for pharma companies Devices are delivered from Ypsomed to a central facility of the pharma company Distribution of the devices finally to patients, is part of the distribution of the drug The patient often does not know that his pen injector is made by Ypsomed Ypsomed products are present since long time in Asian countries, but mainly through the distribution by Big Pharma companies Ypsomed s own local Asian activities started with the increasing relevance of local Asian pharma / biotech companies 6 Ypsomed AG B2B in China

7 Ypsomed Delivery Systems Customer Base Extract Bydureon Pen SoloStar SymlinPen Gansulin Pen Sulin Pen Eperzan (EU), Tanzeum (US) Pen Genotropin Pen Genotropin pre-filled pen GoQuick Nutropin AQ Pen Gonal-F Pen ConviPen Roferon Pen Lupisulin Pen Preotact Pen Biosulin Pen BiomatikPen 2 Ypsopen Polfa Tarchomin Humatro Pen 3 Palatin Autoinjector 7 Ypsomed AG B2B in China

8 Market Potential in Asia Big Population 8 Ypsomed AG B2B in China

9 China Rising Middle Class Growing Pharma Market Increased income Rapidly evolving health care system (>90% of population covered) More access to «Western» drugs besides Traditional Chinese Medicine Government supports local drug manufacturers to create jobs and to decrease dependence from imported drugs Generic / biosimilars drugs 9 Ypsomed AG B2B in China

10 China Rising Middle Class Growing Diabetes Market Changing lifestyle in China leads to increase in diabetes prevalence - Over 100 millions Chinese adults with diabetes - Among patients with diabetes, only 25.8% received treatment for diabetes, and only 39.7% of those treated had adequate glycemic control. 10 Ypsomed AG B2B in China

11 First Customer in China Tonghua Dongbao 2002: First local Chinese pharma company to launch (Ypsomed) insulin pen in China Ypsomed AG B2B in China

12 Dongbao Product Lifecycle Management 2006: Metal pen Premium look is important Rough use conditions in China 2010: Spring driven pen injector Dongbao competes against global players (Novo Nordisk, Eli Lilly, Sanofi) 2013: Low cost pen in addition Ypsomed specific development for emerging markets Manufacturing at CMO in China Allows Dongbao to grow in rural areas 12 Ypsomed AG B2B in China

13 Registration / Business Models / Trade Agreements Requirements from regulatory agency (CFDA) have changed and increased significantly over the last 10 years Started with local registration by pharma customer with very few documents, although Swiss product was imported from abroad Second and third life cycle product still with same setup but requirements for documentation increased Today: Less influence on local authorities by customers possible increased fight against potential corruption Stricter definition of local product and imported product BUT: Requirements and/or leeway often are not clear Increasing complexity also with trying to profit from free trade agreement 13 Ypsomed AG B2B in China

14 How to deal with constantly changing requirements? European/Swiss companies tend to strive for the proven, right solution How do we find out what the proven right solution is? Especially in constantly changing environment? Look for local advise rather than from other foreign sources Look at the way how others have done it The more questions you ask the more different answers you will get! Breaking the habits and try out the best possible way that you find after a reasonable amount of time and effort for evaluation. Be flexible and be prepared to face setbacks 14 Ypsomed AG B2B in China

15 Other challenges cultural differences Communication is difficult (language, time difference, really understanding each other) Expectations in a supplier / customer relationship are different - Extremely short reaction time expected - Always highest priority expected - Agreements in contracts are not really considered in daily life Reliable planning is difficult / flexibility is key Negotiations have different rules 15 Ypsomed AG B2B in China

16 Relationships Yang, Liu (2014): Ost trifft West 16 Ypsomed AG B2B in China

17 Emotions Yang, Liu (2014): Ost trifft West 17 Ypsomed AG B2B in China

18 Dealing with Issues Yang, Liu (2014): Ost trifft West 18 Ypsomed AG B2B in China

19 Express an Opinion Yang, Liu (2014): Ost trifft West 19 Ypsomed AG B2B in China

20 Party / Celebrate Yang, Liu (2014): Ost trifft West 20 Ypsomed AG B2B in China

21 China Success Factors Key Account Management Personal relationships on different management levels Half yearly meetings between CEOs Exclusivity for products 21 Ypsomed AG B2B in China

22 China Success Factors Key Account Management Strengthen relationship with social events 22 Ypsomed AG B2B in China

23 China Success Factors Key Account Management Marketing support - Training of sales representatives - Marketing / segmentation strategy 23 Ypsomed AG B2B in China

24 Business Development in China Exhibitions Presence at local exhibitions Networking with other suppliers to the industry 24 Ypsomed AG B2B in China

25 Business Development in China local presence 2014: Registration of Ypsomed China - Beijing office with today 3 CN employees - Communication in Chinese - Availability in local time zone - On-site meetings on short notice possible - Knowledge of Chinese mentality + 5 to 8 trips from HQ to China Employee in Switzerland with Chinese origin 25 Ypsomed AG B2B in China

26 Business Development in China Product Strategy Positioning as Swiss high precision devices Products for different segments - Dedicated low cost product design to meet high cost pressure with local contract manufacturing at International CMO - Dedicated shiny premium product to meet Chinese taste in premium segment Brochures in Chinese Internet presence in Chinese 26 Ypsomed AG B2B in China

27 China Success Factors Business Development Local presence is important Build your reputation / image Offer high quality and position your products accordingly Follow a strategy / focus / and set priorities Expect local competition / file local patents / differentiate Price is important but it is not the only important thing Build up relationships Learn about Guanxi / Culture Be brave within limits that you define for yourself 27 Ypsomed AG B2B in China

28 Thank you for your attention V10/ /