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Swiss pharmaceutical giant Novartis AG is looking to the vast Chinese market outside the biggest cities like Beijing and Shanghai to drive future business growth in the world’s most populous country, said Marie-France Tschudin, president of Innovative Medicines International and chief commercial officer of Novartis. “We started really focusing on our county strategy, going to tier two and tier three cities,” Tschudin told Caixin during the World Economic Forum’s annual meeting in Davos. The strategic shift is partly driven by the pandemic, which underscored the unmet health-care needs in many smaller Chinese cities as people had to travel to big cities for treatment, according to Tschudin. As China emerges from the pandemic, the development of health-care infrastructure in small and medium-sized cities will become even more important to ensure that people can be treated close to where they live. Novartis will continue investing in smaller Chinese cities and expects the market outside the biggest cities to become its new growth driver, Tschudin said. Tschudin became head of Novartis’ Innovative Medicines International unit and CCO in April 2022, when the company launched a major business reshuffle to focus on the high-value innovative medicines business. Previously, Tschudin served as president of Novartis’ pharmaceuticals business unit since 2019. China’s huge population and its emerging need and desire for better health services means strong potential for business, Tschudin said. The country’s improving health-care infrastructure and increasingly pro-innovation regulatory framework will also benefit pharmaceutical multinationals. “We’re going to capitalize on that,” Tschudin said. As one of the first global pharmaceutical giants to enter the China market, Novartis has had more than 30 of its innovative drugs covered by China's national medical insurance program since 2017. At the beginning of this year, Novartis went through negotiations with Chinese authorities to bring 14 additional medicines into the program, according to Tschudin. Entering the insurance program secures stable market demand for the drugs, but it also greatly reduces profit margins due to hefty discounts. Tschudin said the program allows Novartis to bring its innovative drugs into China in a timelier fashion. She also said she expects Chinese authorities to further simplify the procedure to make it faster. To bring more of its innovative therapies into the China market, Novartis has taken part in pilot programs launched in Boao, Hainan province, and the Greater Bay Area which allow advanced innovative drugs and medical instruments to be used in designated health-care facilities before they win national approval. According to Tschudin, Novartis has brought six innovative drugs to the pilot program in Boao and five to the Greater Bay Area. Such programs allow drugmakers to collect valuable real-life evidence and more importantly offer a gateway for them to bring the new therapies to the China market, Tschudin said. Novartis is currently treating 1,500 patients in the Lecheng International Medical Tourism Pilot Zone in Boao with its new cholesterol-lowering product, which has been submitted to authorities for review and is expected to win approval to officially launch in China this year, Tschudin said. Novartis is also looking for alliances with China’s domestic biotech firms in five key areas including solid tumors, hematology, neurology, immunology and cardiovascular, according to Tschudin. The partnerships will focus on either boosting Novartis’ sales network in China or on joint research and development of new drugs. Tschudin said she is planning a trip to China in February after three years of pandemic disruption. She said she plans to meet with local teams and catch up with business partners. One task on her agenda is to push forward the launch of Novartis’ new intravenous radioligand therapy Pluvicto. The drug was approved in the U.S. in March 2022 to treat adults with prostate cancer. “There's a huge volume and need in China that I think we can't forgo,” she said. ^ top ^ |