CIIE 2024: Key Reputation Opportunities for Big Pharma

The China International Import Expo (CIIE) is a premier platform for Big Pharma to engage with Chinese government representatives, industry leaders, healthcare professionals and buyers. Held annually in Shanghai, the CIIE aims to facilitate the entry of foreign goods and services into China. Since its inception in 2018, the expo has attracted hundreds of global companies eager to establish a foothold or expand in the local market through new partnerships and business deals.

As the nation’s largest annual trade fair, the CIIE offers unparalleled access to the Chinese market, allowing pharmaceutical companies to showcase their innovations, align with national healthcare goals and foster international collaborations. Given the rapid growth of China’s massive healthcare market and top-down efforts to improve public health, participation in the CIIE not only helps pharma companies solidify their presence in a key market but also provides a strategic avenue for foreign firms to demonstrate a genuine, long-term commitment to supporting the nation’s healthcare transformation, thereby earning brand advocates in the commercial arena.

Fast facts

• According to China’s National Health and Family Planning Commission, the Chinese healthcare market is projected to exceed 16 trillion yuan (USD 2.39 trillion) by 2030, driven by an aging population and an increased demand for advanced treatments. Through the CIIE, pharmaceutical companies can position themselves at the forefront of innovations designed to meet these needs.
• The CIIE also serves as a prominent platform for major pharma companies to announce new products, partnerships and investments. From a public relations perspective, the expo offers a compelling setting for brands to capture media attention and reach targeted audiences. This, in turn, helps companies amplify their preferred narratives both in China and globally.
• Over the past six years, the CIIE has grown to attract over 500 multinational companies, including prominent pharmaceutical brands like Pfizer, AstraZeneca and Takeda. Highlighting the importance of this event, 289 of the world’s 500 largest companies attended the expo in 2023 alone.

In line with new WE Communications research on the direct connection between corporate reputation and prescribing decisions, pharma companies that invest in building their reputation at the CIIE are leveraging a platform to speak beyond specific medicines and tell physicians a more holistic story of their commitment to a therapeutic area. A story that could likely influence physician prescribing habits.

Top CIIE actions

Boosting corporate reputation through the CIIE requires meticulous preparation, crafted healthcare communications and a sound media strategy. We advise pharma and biotech brands to include the following actions in their overall marketing and communications mix:

1. Commit to China’s health agenda

Big Pharma companies should leverage the CIIE to showcase their top-down alignment with China’s core healthcare policy. For example, corporate leadership support for Healthy China 2030 will resonate with Chinese stakeholders, as will highlighting positive contributions to tackling the major public health challenges posed by China’s aging population and the rise in chronic diseases — especially diabetes, obesity and chronic obstructive pulmonary conditions. By building trust through the CIIE, foreign businesses can distinguish themselves as committed partners in China’s healthcare ecosystem.

Example: Pfizer championed the growth of China’s medical industry by investing in new drugs for the local market. At the CIIE this year, president of Pfizer China Jean-Christophe Pointeau declared that the “Pfizer China 2030 Strategy” distinguishes Pfizer as a corporate leader enhancing local biotechnology sector development, in line with the Chinese government’s “Healthy China 2030” initiative.

2. Innovate for better patient outcomes

Foreign brands exhibiting at the CIIE should lead with innovation and take advantage of the expo to promote their latest products, treatments and cutting-edge technologies, particularly those conceived to address unmet medical needs in China. By presenting pioneering solutions that prioritize quality outcomes, companies can elevate their corporate reputation as forward-thinking, patient-centric organizations.

Example: Sanofi unveiled the first respiratory syncytial virus (RSV) vaccine for neonates and infants at this year’s CIIE. Leveraging the expo’s medical product pavilion as a springboard for breakthrough medical innovations, the French pharma company introduced transformative therapies to protect Chinese babies against lower respiratory tract disease caused by RSV. Sanofi’s biomedical innovation addresses the needs of vulnerable populations outlined in the “2024 China Guidelines on the Diagnosis, Treatment, and Prevention of Respiratory Syncytial Virus Infections in Children” report released during the CIIE.

3. Collaborate with local stakeholders

Localization efforts by Big Pharma also take center stage at the CIIE. The expo fosters unique collaborations with government agencies, local businesses and research institutions. These partnerships, be they in the R&D, supply, manufacturing or digital space, reinforce the perception of Big Pharma companies as socially responsible, locally integrated players pushing advancements in Chinese healthcare.

Example: During the CIIE, Bayer announced a number of cross-sector collaborations, ranging from medical institutions and healthcare providers to digital and internet companies. Partners include Accenture and Tencent, with plans to jointly establish an open, mutually beneficial digital healthcare ecosystem for women in China. Bayer also joined the Department of Maternal and Child Health, part of China’s National Health Commission, for the signing ceremony of the “Women’s Life-Cycle Health Management Project.”

The CIIE presents real opportunities for communicators to align Big Pharma companies with China’s health agenda. By demonstrating positive contributions, leading with innovation and forging strategic partnerships through the CIIE, biopharma brands stand to improve reputation and shape commercial outcomes.

Partner with WE Red Bridge to assess and fortify your reputation, ensuring it becomes a powerful asset. For a deeper understanding and comprehensive insights, access the full 2024 Brands in Motion health report, “Reputation Rules: Unlocking Physician Prescribing Power,” here.