医学事务引领变革_2016中国医学事务现状分析及未来展望（英文版）_16页_896kb

Summary of "Excellence in Medical Affairs" and 2016 China Medical Affairs Survey

Core Content

The document outlines recent trends and outcomes in the field of Medical Affairs in China, as well as the future direction for the industry. It highlights how Medical Affairs is evolving into a more strategic and cross-functional role, driven by technological advancements, regulatory changes, and market dynamics.

Main Trends in China Medical Affairs

A. Internet +

• The "Internet+-" initiative is accelerating the development of online healthcare services.
• Key areas include:
  • Development of medical information sharing platforms across hospitals (e.g., medical imaging, lab reports)
  • Leveraging mobile internet for services like appointment booking, consultation reminders, and payments
• Mobile technology and big data are expected to significantly impact healthcare delivery.
• Medical Affairs can utilize these tools for:
  • Data analytics to understand patient and physician behaviors
  • Pharmacovigilance and evidence generation studies at larger scales
  • Improved reliability through real-time adverse event reporting
  • Multi-channel communication of scientific information

B. Precision Medicine

• China is investing heavily in Precision Medicine, with RMB 60Bn planned by 2030 as part of the 13th Five-Year Plan.
• Key challenges include:
  • Determining when and how to integrate Precision Medicine into existing care
  • Demonstrating its clinical value proposition
• Medical Affairs plays a critical role in:
  • Promoting translational research with leading institutes
  • Demonstrating the value of precision medicine to key stakeholders
  • Supporting the development of innovative companion diagnostics

C. Grading Diagnosis & Treatment Systems

• These systems are being implemented in 22 provinces to improve healthcare delivery.
• Goals include:
  • Elevating provincial treatment rates to 90% within 2-5 years
  • Increasing CHC treatment volume to 65% of total treatments
  • Developing general physicians as healthcare talents
• Medical Affairs must:
  • Understand local medical needs
  • Use multi-channel and big data to support lower-tier hospitals
  • Strengthen connections between top and lower-tier HCPs

D. Compliance Control

• Regulatory pressure on promotion compliance is increasing, requiring Medical Affairs to proactively manage risks.
• There is a need to separate Medical Affairs from Commercial functions.
• Focus is on:
  • Ensuring scientific accuracy and transparency
  • Supporting marketing with medically accurate information

E. Drug Pricing

• Intensified regulation on drug pricing has raised the burden of proof for manufacturers.
• Government-led pricing negotiations are becoming the "new normal".
• Impact on Medical Affairs includes:
  • Shaping pricing algorithms
  • Generating evidence-based value indicators
  • Supporting market access and reimbursement strategies

Outcomes from the China Medical Affairs Survey 2016

A. Evolving Role of Medical Affairs

• Medical Affairs is transitioning from a supporting function to a strategic partner.
• Key responsibilities include:
  • Medical strategy setting
  • Scientific communication with HCPs
  • KOL interactions
  • Evidence generation and publications
  • Medical education and compliance

B. Engagement with External Stakeholders

• Medical Affairs uses both offline and online channels to engage with stakeholders.
• Online channels are gaining prominence due to:
  • Higher HCP coverage
  • Cost efficiency
  • Preference for tailored content
• Common online channels:
  • Email (30%)
  • WeChat (30%)
  • Pharmaceutical websites (20%)
  • Mobile apps (20%)
• Investment in digital capabilities varies significantly, from 0 to 20 FTEs.

C. Workforce Performance and Training

• Medical Affairs monitors performance using function-specific KPIs.
• KPIs for MSLs include:
  • Liaison targets
  • KOL visits and visit length
  • Organizing scientific events
• KPIs for Medical Managers include:
  • Medical strategy development
  • Project performance
  • Stakeholder feedback
  • People management
• Companies provide targeted training, including:
  • SOP-related training
  • Subject matter training
  • On-boarding training
  • Soft skills training (Leadership, Project Management)
• 70% of participants have New Hire training, and 56% have standardized accreditation processes for MSLs.

D. Career Path

• Medical Affairs attrition rate is moderate (8%–12%).
• Most talents remain within the organization and are promoted organically or rotated across therapeutic areas.
• Some may be transferred to other functions like Marketing.

Road Ahead for Medical Affairs in China

• Medical Affairs is evolving into a major driver for growth, with the traditional "Marketing + Sales" model becoming less dominant.
• The "Marketing + Medical-driven Model" emphasizes:
  • Patient-centricity
  • Treatment outcomes
  • Co-win strategies across the ecosystem
• Medical Affairs is adopting new methods in:
  • Evidence generation
  • KOL engagement
  • Medical information collaboration
• Internal collaborations include:
  • Post-market surveillance
  • Market access
  • Evidence generation
  • Medical communication with diverse stakeholders
• Externally, Medical Affairs is exploring:
  • New data generation methods (e.g., IBM Watson)
  • Holistic patient programs
  • Customized scientific information delivery
  • Industry-wide data generation and access collaborations

Strategic Challenges

• Innovation is becoming a key focus for Medical Affairs, especially in a dynamic market like China.
• Many Medical Affairs teams are relatively young with limited commercial experience.

Contact Information

For more information, please contact:

• Andrew Yu
  Director, Monitor Deloitte
  Tel: +86 21 6141 8888
  Email: andryu@deloitte.com.cn

• Qingqing Wang
  Manager, Monitor Deloitte
  Tel: +86 10 8520 7788
  Email: qwang@deloitte.com.cn

• John Law
  Senior Consultant, Monitor Deloitte
  Tel: +86 21 6141 8888
  Email: johlaw@deloitte.com.cn