Awareness & Accessibility & Affordability
Tell us a bit about yourself
Before joining Roche I had worked in pharmaceutical industry for 8 years with sales and marketing experience.
In September 2013 I joined Roche China as a senior product manager and was mainly in charge of the business development of Xeloda, Pegasys, Rocaltrol and Rocephin in low tier cities in East China.
Since January 2015 I have been Associate Marketing Manager leading a 17member team and in charge of the business exploration of 9 brands in 165 low tier cities.
How are you contributing through your work at Roche to help patients?
Three essential elements: Awareness/ Accessibility/ Affordability.
These three elements constitute the core of the BD marketing and the key solutions how we have constantly overcome problems and difficulties to bring hopes to patients in the low tier cities. Providing them with excellent Roche products makes me feel a sense of accomplishment and mission.
Awareness means how to make our products known in the market. Since the doctors in the BD field have limited opportunities to take trainings and conduct technical exchanges, we have cooperated with the e-marketing department to develop the online communication tools with the function of online real-time interactions with experts in core cities, which could help local doctors obtain the medical consultations they need most.
Accessibility means how to deliver our products to hospitals smoothly and ensure the smooth flow of logistics. Through the regular meeting of communicating with the channel access team once every two weeks, the channels have been greatly improved and the out-of-stock or failed delivery cases seldom happen now.
In terms of affordability, we have actively cooperated with the PAP team (Patient Access Program) in introducing the Herceptin, Tarceva, Avastin and Pegasys PAP programs into the cities where the BD team is located to improve the paying capacity of local patients accounting for more than half of targeting patients of Roche China.
What is the most challenging part of your job or about working at Roche in general?
The BD market is characterized by a wide range of areas, multiple treatment fields and lack of doctor education. It requires us to maintain a high degree of strategic sensitivity and gradually access and penetrate the broad market in an orderly way by prioritizing 9 product lines based on the accessible market potential and other factors and optimizing and integrating existing resources.
Have you seen the result of you work reflected in helping patients?
In China, although we have mature promotion model for some products in tier I and II cities, we have to take the local circumstances into account. Only after we fully understand and analyze the local situations, can we adjust the market strategies and implement them.
For example, the promotion of products such as Xeloda, Herceptin, Mabthera, Avastin and Tarceva is quite mature in core cities. However, most oncologists in BD territories are too busy treating patients with different tumors to study new chemotherapic medicines. They even do not know the specific regimen of ordinary medicines such as Xeloda. As a result, we invite experts from Beijing, Shanghai and Guangzhou to provide one-stop solution coach for local doctors. In this way we can finally improve the diagnosis and treatment level of local oncologists.
Please complete the following sentence:
Roche is a great place to work because advanced work environment.
In China, Roche employees enjoy a lot of benefits and take part in a great variety of activities. Posters promoting various activities can be often seen outside the coffee bar at the headquarters: rich club and employee activities organized by the trade union; the flexible benefits, psychological counseling hotline and equity plan promoted by the HR; the fitness program and holiday food activity sponsored by the Administration Department. All these benefits and activities reflect Roche’s meticulous care and considerate care for employees.