Recruiting in China

Daniel Marshak, PhD, Chief Scientific Officer and President, Greater China, PerkinElmer, Inc.
Drug Discovery & Development - June 09, 2009

China continues to emerge as a life sciences market with significant opportunity, despite the global economic downturn. For example, although pharmaceutical giant Novartis is decreasing its US investment, it is increasing its investment in China. Many other biopharmaceutical companies are following suit, and the life sciences tools community is close behind.

As China emerges as a primary market for advanced laboratory and research technologies in instruments, consumables, and services, several responsible factors in particular stand out. Above all, there is a growing realization within the industry that science in China, both in pharmaceuticals and in basic research, is quite sophisticated and has been for some time. This has resulted in Chinese demand for the same level of technology and support services as is present in the US and Europe, and will no doubt continue to grow as China emerges as a life sciences power in the coming years.

To meet this demand, tool providers have increased their investment in delivering advanced lab technologies and services despite the economic uncertainty. Companies that take the short-term view and downsize their Chinese operations are taking a serious risk. Only those who make the investments needed to initiate and maintain strong commitments to their customers, and to back them with highly trained and motivated staff, have a chance of winning.

One straightforward strategy for succeeding in this market is often the most undervalued or overlooked: increasing service capabilities, implementing resources and processes for lowering service response time, minimizing customer downtime, and maximizing first-time repair metrics. Research organizations in China are highly productivity-minded, and they will reward top-tier, highly responsive service following their investment. This is particularly true for laboratory automation workstations and detection systems for screening their growing compound libraries.

To ensure all this requires a strong local presence of experts, which means maintaining jobs, salaries, benefits, and bonuses, all investments worth making in the Chinese workforce. Initial installations will grow as our clients’ capabilities increase alongside China’s presence in the global market. Further investments must be made in language localization in every possible facet of a China operation. Stocking service parts and consumables locally, in addition to local expertise, are fundamental requirements for successful customer relationships in the region. Excellent local language at all levels of customer contact is an absolute necessity, going beyond the basics of user manuals into high-level, detailed scientific applications notes and even advanced software. For example, PerkinElmer has recently expanded its application labs in China, and also created a dedicated global development center for information technology that serves the region, as well as installed new software development initiatives based in China. To excel in these areas is a basic requirement of doing business in China today.

A guiding principle for life science tool makers in China is to ensure that their product portfolio matches the particular technology demands of local customers. For example, both local and global pharmaceutical companies in China place a high degree of emphasis on high-throughput screening (HTS) and high-content screening (HCS) in their research operations, as well as on biochemical assays that complement cellular assays and cellular image-based assays. In fact, most global pharmaceutical companies are moving much of their labor-intensive screening activities, and some assay-based development, to China. However, the latter trend of shifting labor-intensive research activities to Asia should not overshadow the increasing demand for sophisticated lab solutions for cutting-edge research. The ability to provide complete instrument, reagent consumables, software, services, and training capabilities to customers will be a key differentiator in the China market for years to come.

A key pitfall for vendors in the region is a lack of preparedness for advanced customer interactions in the introduction of new technologies. The importance of providing significant customer training opportunities, particularly in the use of cutting-edge techniques possible through their tools with regard to their specific applications, cannot be overstated. Furthermore, it is critical not only to invest in supporting current product portfolios, but also to keep customers in China abreast of new science being performed globally, as well as emerging technologies in the pipeline in the near future. Successful partners will not hesitate to dedicate their best staff and commit significant resources to maintaining a high degree of customer interactions, featuring frequent visits to various research and development and manufacturing sites in the region, continual technology demonstrations, and in-depth training and symposia, all of which are essential to keeping customers informed of the potential of their product investment in advancing their research and business goals.

Another important avenue for success in China is to have strong working relations with the central government as a partner, in both human health and environmental health. Government priorities in life sciences research, especially in testing technologies for food, water, air, and consumer products, have guided many regional advances in health and safety, and will continue to do so in the foreseeable future. The common goal of the central government and the life sciences industry is unltimately to provide a healthier life to people and the environment in China.

Trends in the Chinese life sciences’ market clearly indicate not only growing innovation with global applicability, but also an increase in the scale and the depth of demand for new technologies and applications. Tool companies must acknowledge China’s sophistication and locally-originated--as well as globally-imported--advanced research requirements. Those who seek to serve these needs accordingly, and above all, make the necessary investments to do so, will meet with success. This demand can only be met by global players who make the necessary commitments to localization, in the form of smart investments in people and resources.