Medtech goals for 2020 include:
Medtech goals for 2025
BONEZONE: What market forces should orthopaedic companies be aware of in 2017? Any advice on how they should respond?
Chen: Companies should plan for intensified competition from both their international peers as well as Chinese domestic companies.
We estimate downward pricing pressures of about 10% in orthopaedics. This is due to more restrictive provincial tendering demands and price referencing (sunshine procurement), as well as secondary negotiations at the hospital level post-provincial tenders. We suggest that companies consider a focus on areas in which they have clear clinical advantage over the Chinese brands. Launching a broader product portfolio can provide greater flexibility and choices to react to tendering requirements.
The policy implementations affecting the distribution channel would be harder to manage for most device companies, given that a multi-tiered, dealer-based go-to-market model is the norm in China. All of the medtechs know that they have to address this, but few are truly prepared. Some form of distribution consolation is no doubt warranted.
BONEZONE: What questions should OEMs and suppliers be asking themselves, as they do business in China?
Chen: The orthopaedic market continues to grow in the mid- to high-teens, and increasingly rewards those who put development and manufacturing into China. As indicated by The American Chamber of Commerce in China’s 2016 Business Climate Survey, 69% of responding businesses suggest that the quality of China’s investment environment for R&D-focused companies is improving or staying the same.
The questions differ, depending on whether you are already in China vs. still sitting on the sidelines.
For those already commercial in China, it’s about addressing and staying ahead of the changing environment:
- How well am I managing my distributors? Am I prepared for the two invoice policy?
- Do I need to get a GSP?
- Is my portfolio set up for the tiered health implementation? For the tender process?
- Am I taking advantage of the green channel system for innovative product registration? Will I be eligible for the high priority reviews?
For those still contemplating China entry, it’s about readiness to take that first step:
- What is my tolerance for risk, and for investment ahead of the curve?
- Am I willing to transfer my technology to China and allow manufacturing there?
- Am I willing to educate to create and grow the market?
- Does my China business need to look the same as the one in the U.S., or can it be different?
BONEZONE: Where should companies go for reliable medical/ortho market data on China?
Chen: Information about China comes in bits and pieces, and requires a fair amount of context to interpret. I wish I could point to a single useful comprehensive source – there is nothing like that in Chinese, let alone in English!
On the regulatory front, some of the law firms (e.g., Ropes & Gray) and registration agents (e.g., Brandwood) provide regular summaries of the policies. There are China medtech market reports available to purchase on the web; these are fine for an introductory overview. The equity analysts (e.g., Goldman Sachs) follow the public companies, and their treatises on the company, specific segments of the market and competition are generally reasonable.
The China Healthcare Statistical Year Book issued annually has some basic overall data on the healthcare infrastructure, diseases and procedures. Select diagnosis and specific procedure data, generally in Chinese and relatively spotty, can be purchased from some of the data vendors. Companies on the ground often have their distributors report back and/or audit firms track their own.
There is, course, L.E.K. When we do our work, we piece all of these together, plus add in our own primary research, typically interviews with physician, distributors and regulatory agencies, to inform our views.