2017年-德勤中国_医学事务引领变革_18页_876kb

Summary of Excellence in Medical Affairs

Core Content

This document outlines the key trends and outcomes in the field of Medical Affairs in China as observed in the China Medical Affairs Survey 2016, conducted by the China Medical Affairs Network (CMAN) and analyzed by Monitor Deloitte. It provides insights into the evolving role of Medical Affairs, the increasing importance of cross-functional collaboration, and the challenges and opportunities arising from regulatory changes and technological advancements.

Main Trends in China Medical Affairs

1. Internet +

   • The integration of internet technologies is reshaping healthcare delivery, enabling information sharing across hospitals and enhancing mobile healthcare services.
   • Medical Affairs can leverage big data and digital tools to improve patient and physician engagement, pharmacovigilance, and evidence generation.
   • However, the China Cybersecurity Law has raised data security concerns, particularly for clinical trial and patient data.

2. Precision Medicine

   • China is investing heavily in Precision Medicine, with a RMB 60Bn plan by 2030.
   • Medical Affairs plays a pivotal role in demonstrating the clinical value of precision medicine and supporting its integration into existing treatment frameworks.
   • Strategic partnerships are being formed to promote translational research, enhance precision medicine adoption, and bring innovative diagnostics to market.

3. Grading Diagnosis & Treatment Systems

   • These systems are being implemented across 22 provinces, aiming to improve provincial treatment rates and develop healthcare talents, especially general physicians.
   • Medical Affairs must adapt its stakeholder engagement strategies to support this transformation and bridge the gap between different levels of healthcare professionals.

4. Compliance Control

   • Regulatory scrutiny has intensified, especially on promotional compliance, requiring a clear separation between Medical Affairs and Commercial functions.
   • Medical Affairs is expected to provide scientifically accurate and transparent information to support marketing efforts while managing risks.

5. Drug Pricing

   • Pricing regulations are becoming more equitable and transparent, increasing the burden of proof for manufacturers.
   • Medical Affairs is crucial in shaping pricing algorithms and generating evidence-based value indicators for both innovative and reimbursed drugs.

Outcomes from the China Medical Affairs Survey 2016

1. Evolution of Medical Affairs Role

   • Medical Affairs is becoming a strategic partner in pharmaceutical companies, with roles expanding beyond support to include scientific communication, evidence generation, and patient education.
   • The function is increasingly cross-functional, involving multiple departments such as Marketing, R&D, Regulatory, and Public Affairs.

2. Use of Communication Channels

   • Medical Affairs uses both offline and online channels to engage with external stakeholders.
   • Face-to-face interactions remain dominant at 66%, but online channels are gaining traction due to their cost-effectiveness and ability to deliver tailored content.
   • Common online channels include Email (30%), WeChat (30%), pharmaceutical websites (20%), and mobile apps (20%).

3. Workforce Growth and Performance Monitoring

   • Medical Affairs teams are growing, with an average annual increase of 14% to 37% over the past three years.
   • Companies are implementing function-specific KPIs to monitor performance, including KOL visits, event organization, and SOC enhancement.
   • Targeted training programs are being offered to enhance professional capabilities, with 70% of companies providing new hire training and 56% offering standardized accreditation for MSLs.

4. Career Development

   • Medical Affairs professionals are generally retained within the organization, with a moderate attrition rate of 8% to 12%.
   • Career paths often involve organic promotion within Medical Affairs or rotation across therapeutic areas.
   • Some may be transferred to Marketing or other functions.

Road Ahead for Medical Affairs in China

1. Strategic Shifts

   • Companies are re-evaluating their strategies to focus on patient-centricity, scientific leadership, and innovation beyond medicines.
   • The Marketing + Medical-driven Model is emerging, emphasizing collaboration across the healthcare ecosystem.

2. Collaboration and Innovation

   • Medical Affairs is increasingly collaborating with research institutions, CROs, and tech players to generate real-world evidence and enhance data access.
   • Initiatives include post-market surveillance, market access support, and holistic patient programs.
   • There is a growing emphasis on customized scientific communication and cross-functional innovation.

3. Future Challenges

   • The need for innovation and scientific leadership is critical in a dynamic market.
   • Medical Affairs teams are relatively young and may lack extensive commercial experience.

Key Information

• Survey Participants: 14 MNC pharmaceutical companies in China.
• MA Staff Ratio: On average, 6 MA FTEs per 100 sales representatives, and 3 MSLs per 100 sales representatives.
• KPIs for MSLs: Include liaison targets, KOL visits, visit length, and event organization.
• Training Programs: New hire training and MSL accreditation are common, with a 3 to 6 month certification program for MSLs.
• Career Path: Most professionals remain within the organization, with opportunities for internal promotion and cross-functional movement.
• Digital Transformation: Companies are investing in digital capabilities, though the level of investment varies significantly.

Strategic Challenges

• Innovation: Becoming a key driver for Medical Affairs, especially in a rapidly evolving market.
• Commercial Experience: Many Medical Affairs professionals have limited commercial background.
• Data Security: Compliance with the China Cybersecurity Law is a growing concern.

Conclusion

The role of Medical Affairs in China is evolving rapidly, driven by technological advancements, regulatory changes, and the push for patient-centric innovation. As the function becomes more strategic and cross-functional, it is essential for pharmaceutical companies to invest in digital capabilities, training, and stakeholder engagement to remain competitive and compliant in this dynamic environment.