Correspondence: Mandy Chui, IMS Market Research Consulting (Shanghai) Co. Ltd., 25/F, Hai Tong Securities Tower, 689 Guangdong Road, Huangpu District, Shanghai 200001, China. E-mail: mchui@cn.imshealth.com

¹leads the consulting practice for IMS Health China based in Shanghai, with a team of more than 50 consultants and research professionals. Having worked in the China pharmaceutical market for more than 15 years with IMS, she has developed extensive network with all major stakeholders in the market and excellent knowledge of the changing China market dynamics. Ms Chui holds a BSc degree from the University of Hong Kong and an MBA degree from McGill University. She has also completed a Strategic Thinking course at the Wharton business school.

Received 12 March 2009; Revised 12 March 2009.

Abstract

For generics pharmaceutical makers, the decision to enter the Chinese market is almost a foregone conclusion. Despite a deepening global financial crisis, China remains a tempting target for the world's struggling drug companies. Thanks to aggressive government stimulus in the health-care sector, China will continue to enjoy double-digit growth. Given the strong demand for inexpensive drugs, generics makers can benefit significantly in this landscape. Yet, the challenges posed by increased local competition, growing government intervention and uncertainty around the health care reforms make the road to China far from smooth – worthy of intensive study and creative planning. For generic drug makers, a combination of carefully chosen portfolios, clearly defined target sectors and strategies, and cooperation between local companies and multinationals can pave the way to success in this promising market.