#2 ABeam Consulting shares insight on Key Considerations for CSO Partnerships in the Thai Pharma Market: Marketing & Sales Focus | Insights

The Thai pharmaceutical market presents both distinct challenges and significant opportunities for companies aiming to establish a robust presence in Southeast Asia. As the industry continues to evolve, navigating this complex landscape demands strategic foresight and flexible approaches. One of the most effective avenues for pharmaceutical companies to achieve success in Thailand is through partnerships with Contract Sales Organizations (CSOs), which provide specialized expertise and efficient solutions for sales and marketing initiatives. This paper examines critical factors to consider when selecting a CSO partner to succeed in the Thai market, with an emphasis on optimizing sales effectiveness and leveraging data-driven insights. In doing so, it underscores the pivotal role a CSO can play in driving sustained growth and competitive performance in this market.

About the Author

Tetsuya Ueda

Manager
Dan Samitisirisuk

Senior Consultant
Chanon Prapasphen

Consultant

A Contract Sales Organization (CSO) serves as an outsourced sales force in the pharmaceutical value chain, helping companies extend market reach and drive sales without the need for in-house teams. This approach allows pharmaceutical companies to focus on core operations while leveraging the specialized expertise of CSOs to navigate the complexities of the Thai market [Fig. 1]. DKSH and Zuellig Pharma are top multinational CSOs in Thailand, both specializing in outsourced sales, marketing, and distribution services for the pharmaceutical and healthcare industries. These organizations are well-equipped to deliver comprehensive solutions, from market entry strategies to post-launch support. However, other regional and local players also exist in this landscape, competing in more niche product and/or molecules.

Fig. 1 - Pharma & CSO Landscape in Thailand

Table 1 - CSO Players in Thailand

Certain CSOs also provide a full suite of agency services, including market research, strategic bid management, efficient sales execution, distribution, credit collection, and after-sales support in Thailand [Fig. 2]. However, this whitepaper will focus specifically on the Key Success Factors (KSFs) within the marketing and sales processes, which form the core of the CSO business.

Fig. 2 – Full Agency Business Processes in Thailand

Furthermore, a robust supporting infrastructure is essential for a CSO to deliver value to multinational clients. This encompasses a holistic approach that integrates strong HR practices for talent acquisition and development, financial stability, exceptional customer service, transparent legal support, and efficient IT systems [Fig. 3]. This paper will explore the specific elements of this infrastructure—namely training and IT—that directly enhance marketing and sales capabilities.

Fig. 3 – Internal Infrastructure of a CSO

In the context of marketing and sales processes in Thailand, the Key Success Factors (KSFs) are primarily determined by the effective introduction of the appropriate product to the market, coupled with the ability to sustain customer interest and ensure ongoing product availability [Fig. 4]. To maintain a competitive edge, it is essential for CSOs to align sales strategies with market demand and consumer preferences.

Fig. 4 – CSO Marketing & Sales KSF

As mentioned, to effectively support the CSO marketing and sales function, training should prioritize compliance, product knowledge, sales skills, and enhancing sales force effectiveness [Fig. 5]. This ensures that sales teams are prepared to engage healthcare professionals, address customer concerns, and ultimately drive growth for pharmaceutical products.

Fig. 5 – CSO Training KSF

Lastly, IT systems like Veeva and Salesforce are crucial for tracking sales data (e.g., customer, location, territory) to optimize strategies, manage inventory, and gather market intelligence. These systems provide valuable insights that empower CSOs to make data-driven decisions, ensuring that sales efforts are aligned with market conditions and customer needs [Fig. 6]. Together, these elements help build a strong foundation for a CSO salesforce to support a client and thrive in Thailand's competitive pharmaceutical market.

Fig. 6 – IT Support & Utilization

In summary, key success factors for marketing and sales include securing endorsements from Key Opinion Leaders (KOLs), tailoring products to meet local market demand, and ensuring consistent product availability. To support these efforts effectively, sales training is essential, focusing on compliance, product knowledge, sales skills, and enhancing sales force effectiveness. Additionally, a robust IT system is crucial for improving sales performance. By understanding and prioritizing these key processes, companies can better evaluate and select CSO partners, ultimately improving their market entry success in Thailand.

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#1 ABeam Consulting shares insight on Thailand’s pharmaceutical sectors’ opportunities, challenges, and entry approaches for New Entrants
#2 ABeam Consulting shares insight on Key Considerations for CSO Partnerships in the Thai Pharma Market: Marketing & Sales Focus

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