Renewed and compliant growth for a mature pharma product in Vietnam

Challenge
A pharmaceutical company from Europe marketed and distributed its gastrointestinal drug in Vietnam through a small Market Expansion Services provider. The product fared fairly well, however the drug manufacturer’s required increased transparency from its partner.

In addition, the company faced strong competition from a well-established pharmaceutical company with high marketing budgets. The upcoming change in tender regulations, which would favor cheaper alternatives, would put extra pressure on the performance.

Approach
After being awarded the distribution, logistics, marketing and sales of the product, DKSH (under the Healthcare Alliance brand) created a comprehensive strategy focused on increasing brand awareness and product availability. At the same time, DKSH set up a Key Account Management team to work closely with prescribers and healthcare associations on organizing international scientific symposiums and workshops on treatment guidelines. The team also held regular product group meetings, increased the calls to targeted doctors, ensured tender listings in government hospitals and developed sales in the private segment. 

Results
DKSH’s active management of the product helped drive sales at a rate of more than three times the market growth. Prescription rates have increased significantly due to renewed confidence in the product and expanded availability in the private hospital channel. The high successful rate in tender listing countered the effects of the new tender regulations. Working with a publicly listed company in Switzerland has reassured the client that its operations in Vietnam are run in a compliant manner.