Evolving Role of the Medical Field-force in Asia-Pacific

Healthcare systems across Asia Pacific are evolving – as expenses rise alongside improvements in care, and the need to control costs becomes paramount. Payers are increasingly demanding proof of value from new medicines, raising the bar for compliance policies and requiring more evidence of patient impact. For today’s drug developers, the emphasis has shifted from “time to market” to “time to access.”

So how can you overcome the challenge of demonstrating value whilst still ensuring compliance?

Translating Science and Data to Convey Value

Medical Science Liaisons (MSL) are proving increasingly important in helping to demonstrate value and support clinical product positioning well before launch. But what is an MSL and why should they be an integral part of your team?

This webinar will outline the background and evolution of the role. It will show how the role of MSL both complements and exceeds that of traditional sales representatives – demonstrating the key differences between these two roles. The key activities of an MSL will be discussed, showing how they can help to address issues such as:

• Market and Patient access
• Compliance
• Effective pre-launch planning

Bridging the Decision Gap with Knowledge and Insight

As therapeutic specialists – many of whom have PharmD and PhD degrees – MSLs possess the deeper expertise and experience required to effectively engage key opinion leaders (KOLs), payers, clinicians and other important stakeholders in your target markets.

A Faster Path to Access

By clearly communicating a strategic and cohesive value message to key stakeholders via MSLs, the path to market access can be navigated more effectively and efficiently. The webinar will demonstrate how MSLs can play an effective role in helping to prepare the market. During the pre-launch phase, MSLs can help to:

• Answer more complex questions regarding trial data and evidence
• Convey the value of innovative medicines vs. current standards of care
• Provide insights into promising therapies in development
• Identify investigators interested in real-world research on newly approved therapies

Although a relatively new role within the pharma landscape, particularly for Asia Pacific, the demand for MSLs is growing across the region. Usage increased from 7% in 2010 to 21% in 2012. China is leading the way, with approximately 3000 MSLs currently deployed. This number is expected to increase 20% annually for the next several years.

The presenters will cover the operational challenges and preconceptions faced by Pharma when deploying MSLs in Asia Pacific – and also the key success factors that can help to shape the role of an MSL.

Through this webinar, attendees will gain insights into:

• Global Medical field-force/MSL landscape
• How the MSL/Medical field-force role has evolved in Asia-pacific
• How this role has helped Pharmas gain better patient access and resulted in successful launches
• Best Practices for in-the-field MSLs

Speakers

James Cornwall, PhD, Regional Head, New Business Ventures, Quintiles AA

James oversees development of strategic partnerships with bioPharmaceutical companies and financial institutions across the Asia Pacific region.

James works with biopharma clients to help them manage risk in development and commercialization through innovative business models and customized operational solutions. James has overseen development and deployment of new service offerings including commercial and devices / diagnostics.

Since joining Quintiles in 1993, James has gained clinical development, operational and strategy experience across pre-clinical, exploratory and late phase in large pharma, biotech and CRO, including strategic portfolio management. He is highly experienced in the creation and management of broad long-term partnerships with biopharma clients encompassing multiple business lines.

James gained a BSc honors in pharmacology and a PhD in Neuropsychopharmacology from the University of Bristol (UK). He completed postgraduate training in Executive Leadership at the University of North Carolina Kenan Flagler Business School in 1999.

Message Presenter

Jill Morjaria, MSc B Pharm, Regional Lead, Quintiles AA

Jill leads Quintiles’ MSL (Medical Science Liaison) services program in Asia, providing fully integrated Medical field-force services across the region. As Program Manager, Jill is responsible for strategic growth and business implementation across the key markets of India, China, Korea, Taiwan, Thailand, Australia and Singapore.

Jill holds a bachelor degree in Pharmacy from the University of Mumbai and a Life Sciences Masters degree from the University of London. Prior to joining Quintiles, Jill gained over 5 years experience in Healthcare Consulting across the EU, India and Asia-pacific regions, holding key positions in business development and account management.

Message Presenter