Make pharma partnerships work in China
Most co-marketing and co-promotion deals in developed markets fail within five years. Richard Bird and Ma Ya explain how to structure deals that will succeed in China
|China offers enormous potential as a market for pharmaceuticals, given its growth in size and income. But that very size can make it hard for big pharma companies to sell into it effectively. Partnering with local pharma companies, either through the same or a separate brand, can be very effective. The regulatory, IP and antitrust issues are complex, but even when these are successfully navigated, many deals in developed pharmaceutical markets fail because partners fall out over pricing or management. The governance and payment structures, therefore, have to be thought through just as carefully. MNPCs will also need to exercise tight control over the the operations of their Chinese partners.|
Multinational pharmaceutical companies (MNPCs) are beginning to
exploit the techniques of co-promotion and co-marketing to grow sales of
their products in China. These arrangements involve a complex
intersection of commercial, regulatory, IP and antitrust issues.
China is the...
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