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Triggering growth for Bristol-Myers Squibb in Malaysia

Through a strong collaboration with Bristol-Myers Squibb, DKSH has helped establish and maintain Bristol-Myers Squibb’s product in Malaysia.

Background
DKSH has been the Market Expansion Services provider for Bristol-Myers Squibb (BMS), a global specialty care biopharmaceutical company, for over ten years. The companies enjoy a strong collaboration that spans Hong Kong, Malaysia, Singapore, Taiwan, Thailand and Vietnam.

Challenge
In 2010, BMS decided to reallocate resources regionally and to outsource the commercialization of its new hepatitis B product in some markets in Asia. DKSH was trusted with the regulatory, marketing, sales, distribution and logistics activities for the product in Malaysia.

Approach
DKSH’s marketing and sales experts, with strategic direction from BMS, worked extensively to expand access of the product to patients. After securing a government tender which placed the product on a reimbursement list, DKSH and BMS shifted their efforts to private hospitals to trigger new growth levers.

Result
Thanks to the strong collaboration between BMS and DKSH, the product consistently outperformed the market significantly in all channels in Malaysia. BMS captured significant market share and took over as the market leader. Penetration in all private and government hospitals treating viral hepatitis has reached 100%.

Working hand-in-hand with the client, DKSH’s marketing and sales capabilities and deep understanding of the market play an important part in the success of our business partners.