How to introduce and commercialize your eye health products and services in China? 

​

23 JAN 2022

MEDTECH

This is the second part of a series about ophthalmology in China. For the first part click here.

 

As we mentioned in our previous article on eye health in China ophthalmic diseases are extremely common. The prevalence of eye diseases has been steadily increasing since the nineties. At the same time there is a large shortage of ophthalmologists. This is particularly true for the glaucoma specialists: in whole China there are about 500 of them, and equipment for glaucoma diagnosis and treatment is insufficient. Important to say that not all eye conditions in China receive the same focus of attention. Among the population, awareness about eye health is certainly increasing. Before making definitive plans and entering the Chinese market medical companies have to bear in mind the Chinese characteristics of healthcare in China, such as the ‘mass education’ for prevention and screening, its continental size, the use of Traditional Chinese Medicine in treatment, the importance of key opinions leaders, the issuing by the government of special guidelines, and the increasing self-reliance on own core technologies.










 

​

Chinese rules

​

Business environment for international companies in China is certainly not simple. But if you know how China works and how to move in the Chinese context, with the right network and the right approach, your expertise, your treatment methods and your services will be more than welcome. Be only aware that the Chinese rules can be very different from the ones you’re accustomed to. The same is true for many other international high-tech companies who want to get access to the Chinese market.

​

Patience

​

Playing according to the Chinese rules implies, among other things, having patience and perseverance. Indeed, it will take time and perseverance to get, for instance, the correct approvals, permits and licenses. You’ll have to find and manage the right physicians, professionals, companies and organizations who will support you all along the way, from planning strategy to marketing and fund raising, from regulatory to approval and to commercialization. In case your product should undergo clinical trials,study the subject carefully before hiring in China a regulatory affairs expert. A smooth cooperation with a professional regulatory consultancy company is also a trial and practice exercise that will bear its fruits through perseverance.

Having unreasonable expectations and instant gratification can derail the process of reaching long-term goals. Bear in mind the old Chinese saying 卷土重来 (juǎn tǔ chónglái): sweeping off the dust and trying again. Here we’ll discuss some factors you have to consider when approaching the Chinese market.

​

Be informed

​

In China things are constantly changing. Keep informed about the latest changes regarding ophthalmology, visual problems, the medical world in China, the application and approval process. Covid-19 is complicating things still more. Circulars with new regulations are continuously published. How to distinguish the circulars which are important for your company from the ones which are not? At which point will it be wise to make use of the services of an advisor or coach? What can he or she do for you? The answer to these questions depends on the type of ophthalmology company (focused on meds, devices or software), screening (diagnostics or treatment-related), the stage of development, your prioritization.

Be well informed about ‘Healthy China 2030’, China's strategic medium-long term project which puts emphasis on innovation and can potentially deliver great benefits to your company.

Important factors

​

Our experience has taught us that some aspects are of common importance to all types of international ophthalmological companies.

1. Maintain and nurture the relation with Key Opinion Leaders, both current and potential ones. It may have happened to you that in the past you attended in person an international ophthalmology conference and shared business cards with Chinese physicians or companies, wrote them follow-up emails and nothing happened afterwards. Does this ring a bell? It is important to be knowledgeable about the art of maintaining and nurturing relations, its mannerisms, ways of communicating with potential key opinion leaders and companies. This can prove to be very beneficial on the long run, albeit you are rather some years away from trials and commercialization in China.

 

2. Critical importance of an Intellectual Property protection and strategy (which can be defensive, offensive, or preventive) and IP budget allocation for China. Companies must consider how to protect their IP when doing business in China. Businesses should always seek professional legal advice on IP strategy development and contractual issues in the People’s Republic of China. Secure the services of a top IP and law firm with a China dedicated IP division, which can go the extra mile you need.

 

3. Importance of a clearly defined visibility strategy. Except when your product is in stealth mode or is not yet in the China implementation phase, a visibility plan of action is something important to consider earlier on. This can help when you have already some networks in China and/or want to control your narrative. Work with professional content writers who are experts in writing (not purely translating) medical texts and not only from a knowledge popularization angle.

 

4. Importance of research. Some companies decide, depending on the relevance the Chinese market has for them, to have dedicated China plans. Get knowledge about the Chinese market and the specific medical needs in China through:

​

• Research about medical literature. Do research from a Chinese market and medical perspective, for example gathering from both international and Chinese scientific publications significant data about the disease in China. Such literature, indexed in a clear and systematic way and for instance added as footnotes to a business plan, can do marvels.

• Resources and development stages allowing, it is good to do market survey and research such as segment research and patient population surveys.

• Understand the approach to the disease from the point of view of physicians and patients, how it is currently screened, diagnosed and treated in China. Understand the treatment options available. For example, for some conditions Traditional Chinese Medicine (TCM) and western diagnostic methods are sometimes both used in China, or a combination of them. If such interaction exists it may be worth, depending on your service and product technology, to get an initial understanding of such interaction. 

 

5. No need to emphasize the importance of good translations and good proofreading.

6. Importance of working with the right people in China who believe in your technology: from employees to Key Opinion Leaders (up to 50 percent of all purchasing decisions in China are influenced by KOLs), from Primary Investigators (PIs) to consultants. Companies very often decide to approach China only once they have in mind a country manager or have an interested partner in the form of an investor or distributor. This could lead to headquarters unpreparedness because this would mean, among others, leaving too much responsibility in the hands of the new entries.  

 

7. Importance of choosing a good, reliable, pro-active CRO for lab testing, green pathway application, initial NMPA (former CFDA) certificate applications.

 

8. Importance of having a clear communication strategy in both English and Chinese. Avoid words and meanings which are lost in translation, both in your external and internal communications. Decide on a clear communication strategy to keep you on track.

 

9. Last but certainly not least: it is important to consider matters related to reimbursements. How does the reimbursement system work in China? Is the medical procedure included into the medical insurance reimbursable catalogue? How to include it in such a way that in the future the cost or part of the cost of the medical procedure with your product will be reimbursed? How to obtain a high reimbursement price and how to maximize it?

China strategy

​

Making a China strategy useful to multiple parties is instrumental but by no means it represents the only one your company should have.

​

• Don't put all your eggs in one basket. While one market is important or very important for you, also don't neglect those from the same regions or from other regions. Prudent balancing is needed in order not to depend too much on one.

• Always have strategy B or C in mind in case of pitfalls or regulatory changes along the way.

• Fix short- and long-term goals.

• Building of communication and relationships is even more important in Covid-19 times.

• Timing is crucial. When to start what activity? For example, when to decide hiring an advisor? When to approach a coach? When to start looking for top KOLs in your field?

 

​

Disclaimer: This views, thoughts and opinions expressed in the articles above belong solely to Eyes on China and its mother company Hodaya International. The articles offer a guidance but makes no promises regarding the outcome of your China endeavor. Because the information on  these articles is based on personal opinion and experience, nothing in these articles constitutes a legal, investment or other professional advice.