7 viewpoints on Asia’s Brand of Leadership: topics from the SHAPE THE WORLD conference

Asia is home to the world’s fastest growing economies, yet many feel that Asian thinking does not shape its markets.

Asian leaders will share ideas in business, design and world affairs at the upcoming SHAPE THE WORLD Conference on Monday, October 22 at The Fullerton Hotel in Singapore.

“How can our organisations emerge as leaders in this changing business landscape?” asks the conference leaders, “What will it take to seize the mantle of leadership and shape the world socially, politically and economically?”

Here are 7 topics about the role of Asian brands in shaping a new Asia and how a new mindset needs to emerge to truly lead. 

1. What is Asia’s Brand of Leadership? 
Are we prepared for Asia to lead?
Mr Lawrence Chong, Chief Executive Officer at Consulus, Singapore 

2. A New Asia Requires a New Philosophy 
The unique trait of Southeast Asian organisations is our inclusiveness. Can that be relevant in the business world? Instead of rushing to adopt Western business approaches, learn about how Asian values can guide our approach in grooming business leaders.
Prof Dr M Din Syamsuddin, Chairman at Muhammadiyah, Indonesia 

3. Asian Leadership Requires Innovation 
Why is innovation necessary for Asian companies? Understand how to grow your business value chain, increase profit margins and drive overall performance.
Dr Low Lee Yong, Founder and CEO at MHC Asia Group, Singapore 

4. Panel Discussion: How Can We Create More Asian Leaders? 
Asians are known for being good managers, not good creators. To lead the market instead of waiting for the West to create demand, we need to secure talents to grow the enterprise. Hear from a panel of business leaders about how we can create an environment that will attract, nurture and retain leaders throughout the organisation.
Moderator: Mr. Idris T. Vasi, Chief Executive Officer at DST Group, Brunei Darussalam
Panelists:
Prof Dr M Din Syamsuddin, Chairman at Muhammadiyah, Indonesia
Dr Low Lee Yong, Founder and CEO at MHC Asia Group, Singapore
Mr Adrian Mok, Managing Director at Hivelocity Pte Ltd, Singapore
Mr Lawrence Chong, Chief Executive Officer at Consulus, Singapore 

5. Imagining new ways for the Asian Sport 
What is the role of branding in transforming the industry? Hear how a purpose-driven brand has built brand association through leveraging events and experience design.
Mr Adrian Mok, Managing Director at Hivelocity Pte Ltd 

6. Nurturing Leaders within Our Organisations 
Traditional HR investments end up being a large cost when employees you’ve carefully groomed leaves for a rival. Looking at it from a different angle, how can you align personal agenda and motivations with company values to grow talents within? This session will leave you with ideas and tools you will need to develop the leaders your organisation needs.
Ms Helena Pham, Senior Manager at Consulus, Vietnam 

7. Creating a Unique Culture to Drive Business Performance 
Core values are more than an aspiration and can be used to guide human behaviour within the organisation. Learn through case examples how company policies can create an intrinsic motivation for employees to work towards the goals of the organisation and increase business productivity.
Ms Tang Ying Chun, Strategy Manager at Consulus, Singapore

You can learn more at www.consulus.com/seminars

In October 2008, I was fortunate to receive a Brand Leadership Award from the Asia Brand Summit.  And as I've continued to work with clients all around the Asia Pacific region -- from India, China, Singapore, Philippines, Taiwan, Korea, and more -- I have enjoyed the many perspectives on successful brand strategies.

3 of our clients receive “Brand Leadership” awards from World Brand Congress

The World Brand Congress has bestowed its “Brand Leadership Award” to three of our health science and technology clients.  It is described as the most prestigious award an individual can receive at the World Brand Congress. 

The three award winners from our industry sector are:

• John C. O’Rourke of DuPont
• Hans J. Ahl of EMD Millipore
• Richard Yao of Merck Chemicals (Shanghai) Co. Ltd.

Mr. O’Rourke has been a guiding force in maximizing brand value for global blockbuster blood pressure drugs Cozaar (losartan potassium) and Hyzaar (losartan potassium and hydrochlorothiazide). Cozaar and Hyzaar were developed by DuPont scientists as the first drugs of their class, and launched in 1994 through a joint venture between DuPont and Merck & Co. At their 2009 peak, they were Merck's second highest revenue generators with worldwide sales of totaling $3.6 billion.  From his DuPont management positions in pharmaceuticals marketing, business development, and joint venture liaison, Mr. O’Rourke has led with both his expert knowledge and marketing passion to maintain the industry-recognized brand valuation of Cozaar/Hyzaar.

Mr. Ahl is a senior leader with more than 25 years of sales operations and brand development experience for EMD Chemicals.  He led the multinational European life science sales operation, the Asia Pacific Latin America team, and now, because of his year over year double-digit sales and margin improvements, he manages the Global Sales Operation including the North America sales team from San Diego. He has been a key member of the integration team during EMD’s merger with Millipore.

Mr. Yao is a senior brand executive with exemplary sales and marketing success at the chemicals unit of Merck KGaA, with China operations headquartered in Shanghai.  He plays a key role in establishing and implementing international sales and marketing strategies in the competitive China marketplace. He facilitates the brand success in this market environment with his highly regarded management approach. 

All three recipients exemplify the qualities of a Brand Leader through their years of being the driving force behind major health science and technology brands.  We’re pleased to see executives of their caliber representing our industry and receiving such recognition.

The World Brand Congress and award presentation was held November 22-24 in Mumbai, India and represented 60 countries.

7 insights on China healthcare and life sciences market to to covered at FT Summit

While I was in Shanghai a few weeks ago, I learned more about the accelerated initiatives to help life science companies better understand the market in China.

As governments around the world grapple with the challenge of reforming their ailing healthcare systems, China has moved faster and further than most.

And because we at STINSON Brand Innovation are exploring opportunities to accelerate the commercialization of medical treatments, we’re watching the ambitious plans in China to provide universal access, transform public hospitals, and create a superlative life sciences industry.

The resultant transformation -- if successful -- has the potential to catapult China into a leading position in healthcare innovation and advancement. Expertise ranges from traditional Chinese medicine to innovative stem cell and gene therapy research.

In light of this, we’d like to share information about the inaugural FT China Healthcare and Life Sciences Summit.  The program will be held July 13, 2010 at the JW Marriott Hotel Shanghai at Tomorrow Square.

It will provide critical insights into this fast evolving market, its regulatory framework and financing requirements, and the steps companies should take to identify and meet China's changing healthcare needs, adjust their product portfolios, and expand their market focus.

The Financial Times, in partnership with the UK Programme of Events at Shanghai World Expo 2010, is bringing together senior public and private sector decision-makers from China and the UK to share their expertise in the operation of national healthcare systems and discuss the unprecedented opportunities being created across the entire value chain, from the provision of medical insurance, services, devices and IT, to the research and development of new drugs.

Themes to be covered include:

• Critical assessments of China's healthcare reform programme
• Experiences shared from the UK's state healthcare system, and lessons that can be learned from successful and unsuccessful reforms in other countries
• Capitalising on emerging opportunities in China's healthcare IT, medical devices, health insurance and medical services markets
• Seizing the opportunities in China's life sciences, assessing the implications of healthcare reform for pricing, distribution, marketing and product strategies
• Gaining a foothold in the evolving retail, wholesaling and OTC markets in China
• China as a new epicentre for life sciences innovation and investment, new frontiers in vaccines, stem cell and cutting-edge biomedical research
• Perspectives of financiers and investors on the growth potential and opportunities in China's expanding healthcare and life sciences markets

Speakers announced to date include:

• George Baeder, Partner and Vice President, Monitor Group Asia
• Wilf Blackburn, CEO, Allianz China Life Insurance
• Canwen Jiang, Vice President and Head of R&D Asia, Genzyme Corporation
• James Li, Partner, Kleiner Perkins Caulfield & Byers
• Min Liang, Vice President and CSO, TTY Oncology (TOT), TTY Biopharm
• Li Ling, Professor of Economics, China Center for Economic Research, Peking University
• Roberta Lipson, CEO, Chindex International and Board Chair, United Family Hospitals and Clinics
• Rajesh Parekh, Director, Greater China Healthcare & Pharmaceutical Practice, McKinsey & Company
• Stefano Pessina, Executive Chairman , Alliance Boots
• Zhang Wei, Assistant Professor of Management, China Europe International Business School (CEIBS)
• Wang Xiaochuan, Chairman and CEO, Sundia MediTech
• Ben Zhou, Vice President and Managing Director, Dell Services Public Sector, Greater China
• Sarah Barber, Team Leader, Health Policy and Systems, World Health Organisation
• Wang Fucai, Chairman, Ruinian International
• Vicky Chen, Partner, China Healthcare Partnership, Martin Currie China

Click here to read more and review the agenda.

8 South Asian countries are the next big emerging markets for life sciences firms looking for growth opportunities

At the end of next month, I’ll be conducting a branding and sales workshop for Asia-Pacific marketing managers.  So in preparation, I’ve been reviewing some key insights on leading health, science, and technology developments in key markets.

"The Outlook for Pharmaceuticals in South East Asia to 2013" report said eight Asian countries represented a total market of 588 million people and a combined GDP of $2.8 trillion in 2008.

The report, released by Research and Markets, said business opportunities in Asian pharmaceutical markets are very different from a few years ago. The traditional tiger economies, characterized by economic growth, free market environment, developed industry and investment in health and health infrastructure have had a long haul back from the financial instability and economic downturn in the 1990's.

At the same time, markets that had hitherto excited little industry or investor interest, have emerged as real areas of opportunity for suppliers and service companies alike. Diverse influences - from deregulation and better trade links to improved access and the rise of medical tourism - are seeing markets such as Malaysia and Vietnam take an increasingly important role in the region.

With established western markets maturing, serious attention is being paid to the countries where manufacturers can see significant long-term growth. However, effective planning is vital, and impartial, thoroughly researched business data is essential to fully appreciate the current market status as a basis for future development, the report said.

1. The report said the Indonesian market for pharmaceuticals was valued at $1.9 billion in 2008, equal to just under $7 per capita. In overall terms, the market is similar in size to that of Egypt or Colombia, whereas in per capita terms, the total is similar to that of Vietnam. Indonesia spends an estimated 16.1% of its total health expenditure on pharmaceuticals, and around 0.4% if total GDP. The domestic pharmaceutical manufacturing industry is strong and the country has become an attractive base for many multinational producers to operate. This is largely down to a cheap labor force and generally inexpensive production costs.
   
2. On Malaysia the report estimated the current growth in the market to be 11.1% per year. This would see the market surpass the $1 billion mark by 2009, and reach $1.4 billion by 2012, or $47 per capita. Having weathered the aftermath of the 1998 economic crash better than most, market growth accelerated considerably in the following years, as imports in particular continued to increase and dominate the market.
3. About Philippines, changes to be brought by the controversial Cheaper Medicine Bill will impact the Philippines pharmaceutical market in a number of areas, including IP laws, competition and drug price control mechanisms. The market is expected to be especially volatile in the 2008-2010 period. The Philippines pharmaceutical market is valued at $1.4 billion in 2008, equal to nearly $15 per capita. In terms of the overall market this is comparable to Thailand, and in per capita terms similar to China and Iran.
4. The report estimates the Singapore market to exhibit annual average growth of around 4%, with impressive economic indicators being tempered by the limited population size. Based on this rate, it is estimated the market will reach $809 million by 2012, equal to $176 per capita. The manufacture of pharmaceuticals is dominated by multinational companies and the government has indicated that it wants at least ten multinational manufacturing facilities operational in Singapore by 2010.
5. The South Korean pharmaceutical market is the largest of all the 'Asian Tigers' by some considerable distance, one of the twenty largest in the world and is similar in size to that of Brazil and India. In per capita terms, the market is comparable to fellow 'Tiger' nations, Singapore and Taiwan. Intellectual property protection, long regarded as being insufficient, is likely to improve with the Free Trade Agreement (FTA) signed with the US in 2007, with an improved patent linkage system to be implemented by 2009, the report said.
6. Taiwan is a difficult, but attractive market with strong fundamentals. Taiwan's healthy economy, steadying currency and growing imports of pharmaceuticals should see the pharma market surpass the $6 billion mark by 2012. There is a heavy multinational presence - over 70% of the market is controlled by overseas multinationals. Over 100 generic drug manufacturers currently operate in Taiwan. An opaque regulatory process and discriminatory reimbursement practices exist and legislation to bring the country more in line with international standards has been announced, but so far, little has changed.
7. While import levels for modern drugs are approaching levels last seen before the economic recession, the Thailand market is heavily reliant on generics. The government's relationship with the international pharmaceutical industry continues to be uneasy, largely due to the country's lax patent laws and preferential treatment of domestic producers. The compulsory licensing of drugs by the government has further compounded this problem.
8. The pharmaceutical market is expected to expand slowly in Vietnam over the next few years. The government hopes to boost per capita spending to $10-15 by 2010, through a major development program, although this figure looks ambitious. Opportunities exist within the Vietnamese market in terms of specialist pharmaceutical production, the report added.
   

(Source: BioSpectrum Asia www.biospectrumasia.com, providing a specialized business-to-business information platform for life sciences industry, with comprehensive coverage and useful insights in the exciting areas of pharmaceuticals, biotechnology, medical devices, R&D, and policies.)

You can also read more about STINSON Brand Innovation and our branding assignments in Asia in the year-end “Global Issue” of our Accelerate newsletter.

A 4-part model to create brand CHEMistry with your customers: Presentation to Asia Brand Congress in Mumbai.

Here’s a summary of the talk I’m giving today to the summit attendees:

Health science and technology brands make personal connections with consumers beyond that of many other products. This connection goes beyond mere advertising. Marketers must create brands, experiences, and relationships that embody the intricate balance between customer needs and business objectives.

This presentation offers a creative innovation model that leverages a concept I call the science of "bio-branding." The model is based on the belief that health science and technology brands require their own scientific methods and tools. It offers valuable lessons for pharmaceutical, diagnostic, and life science marketers. Yet, its principles also can be translated to other specialty and professional market sectors.

The goal of the innovation model is to captivate customers in ways that go beyond traditional “interruptive assumptions” of advertising.


Presenting C.H.E.M.

In this presentation, I will share a high-level summary of conclusions from:
• Literature review of major academic journals, trade publications, and branding books
• Market research findings from 36 U.S. and Global launch programs
• Experience with more than 100 different brands developed and/or supported by our consultancy

The result of this research and experience is a brand innovation tool with a memorable acronym – C.H.E.M.

By applying the tool, a marketer can truly create brand CHEMistry with your customers.



Overview of C.H.E.M.

C = Connect
Purpose: Fit in their world, not try to disrupt it.
Action: Identify your true target audience(s). Then determine how to connect with these individuals through meaningful and relevant messaging. This connection is the start to the most effective brand efforts.

H = Honest
Purpose: Utilize your best data, not distort it.
Action: An honest information exchange allows external points of view into a discussion and enables your audience to open up and share their issues, concerns, or complaints. This allows true understanding of the customers’ circumstances. By initiating the conversation, then listening, you create an open and honest dialogue and valuable customer response. In this step, also examine claims to ensure the most accurate data is presented.

E = Easy
Purpose: Simplify communications, not make it more difficult.
Action: Not only ensure that your customer materials are easy to read and understand, but also introduce “easy” potential solutions relevant to the customers’ needs. Helping customers understand the value of your solution and how it positively relates to them, creates positive associations and brand loyalty.

M = Motivate
Purpose: Show customers how to take action, not demand it.
Action: Encourage action by offering your audience a clear, simple first step toward a goal in every communication. This step ensures you show how and where to take action. Ongoing, active participation from customers, as well as clients and consultancy, will lead to more proactive communication, meaning brand longevity.



Applying C.H.E.M.

When you put the C.H.E.M. model to work, you can benefit from greater control over brand development, communications, advertising, public relations, web marketing, personal selling, service, and more.

Begin to apply C.H.E.M. now to move your brand forward...fast
• Define both a quality offering and a quality experience
• Understand what positive brand associations you can create
• Learn what your brand really stands for – and the attitude it projects
• Shift from brand memorability to brand loyalty