Recognising that the inclusion of medicines on the National Reimbursement Drug List (NRDL) is paramount to delivering affordable access to Chinese patients, Xian Janssen developed a communications & public affairs campaign to support reimbursement and access to 11 innovative medicines.
Campaign activities focused on four key areas: Disease awareness and advocacy; product differentiation; therapeutic area leadership; and corporate positioning.
Collaborating with patient advocacy groups and alignment of messages with medical experts was a core element of the campaign’s strategy. Traditional and social media channels were harnessed to reach reimbursement decision makers and activate targeted patient populations. Finally, high visibility at events involving government officials and the medical community further bolstered Xian Janssen’s efforts to secure reimbursement for key medicines.
Between 1 January 2019 – 1 April 2020, Xian Janssen secured NRDL inclusion for 8 new medicines and 5 indications – a record number for the company and the industry.