LIFE SCIENCES
Market analysis helps pharmaceutical
manufacturer develop targeted strategy and
execution plan for new dermatology products
in China
Client
A business unit of a global pharmaceutical
manufacturer
With a strong position in the skincare market in Europe and North
America, this leading pharmaceutical manufacturer wanted to expand
into faster-growing regions. Genpact conducted a market analysis of
dermatology products in China and developed a targeted entry strategy.
Industry
The four-pronged strategy encompassed selecting a portfolio from the
Life sciences
opportunities; developing sales channels to increase market access; and
Business need addressed
client’s existing products; evaluating treatment areas to identify the best
executing tasks in such areas as investment, legal/intellectual property (IP),
and pricing.
Expansion and growth in China, identified
as a new region with high growth potential
The challenge
Genpact solution
The client needed insight into the Chinese dermatology market to
• Determined the need for investment as
well as channels for market penetration
• Identified how to leverage the parent
company’s presence in the region
• Evaluated consumer interest and revenue
potential for different skincare segments
Business impact
• Growth and scalability
• Adaptation and flexibility
• Regulatory compliance
maximize its product strengths.
Genpact’s market analysis identified favorable
segments and requirements for the business
startup
• Genpact analysts evaluated the results of health economic studies,
insurance coverage, and healthcare reforms. This information was used
to develop insights into consumer buying behaviors, brand influences,
and treatment choices, which were distinct from those of the company’s
customer base in Western markets
• Consultants from Genpact helped specify the requirements for the
business startup, including legal issues related to IP enforcement
• Genpact’s analysis found that the healthcare landscape and consumer
buying behaviors are markedly different from those in the client’s
familiar territories of Europe and North America. Hence, partner
identification was crucial in China, requiring plenty of lead time,
especially for clinical trials and regulatory applications and filings
• Genpact showed how the clients’ existing sales force could serve as the
foundation for market penetration. The strategy called for the selective
addition of wholesalers for a second tier and applying that experience to
subsequent third-tier entry
Business impact delivered
Genpact’s marketing study showed that a successful entry into China could achieve revenue-growth targets. It also highlighted the
need for careful planning and investment to target the most high-potential segments as well as the need to execute the strategy.
• With Genpact’s planning, the client was able to anticipate regulatory hurdles for registration and the clinical trials that must be
conducted in China over the course of two to three years prior to obtaining approval
• Genpact helped the client formulate marketing and sales plans that included pricing models and channel development
About Genpact
For more information, contact:
Genpact Limited (NYSE: G), a global leader in business process management and technology
services, leverages the power of smarter processes, smarter analytics and smarter technology to
help its clients drive intelligence across the enterprise. Genpact’s Smart Enterprise Processes (SEPSM)
framework, its unique science of process combined with deep domain expertise in multiple industry
verticals, leads to superior business outcomes. Genpact’s Smart Decision Services deliver valuable
business insights to its clients through targeted analytics, reengineering expertise, and advanced
risk management. Making technology more intelligent by embedding it with process and data
insights, Genpact also offers a wide variety of technology solutions for better business outcomes.
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