SEA Medical-Affairs Target Universe

265 evidence decision-makers. One way in.

A single prospecting list, read as a market: who buys real-world evidence across Southeast Asia, where they sit, and how THB lands one regional account and expands across five markets.

Beachhead Singapore regional hubs → Cascade country medical teams → Own the SEA evidence layer

Source: SEA — RWE contact list (265 records). Segmentation & tiering by THB.

Market concentration

Contacts by country — Singapore is the regional decision hub

Seniority mix

Where the budgets sit — top accounts

Contact density by company (top 15 of 72)

Buyer personas

Function of each contact — the RWE buying centre dominates

83% sit in the Medical-Affairs / Evidence buying centre — THB's core ICP.

Global parentage

HQ country of the parent — this is an MNC-subsidiary market that localises global dossiers with Asian data

01

The land-and-expand thesis

122 regional-scope roles control the cascade

01

BEACHHEAD

Land in Singapore

55% of contacts and the region's evidence-strategy HQ. One regional Medical-Affairs mandate unlocks every downstream market.

146 Singapore contacts; 122 hold regional/APAC scope
Open with an anchor account's Regional Medical Lead
Wedge: a single co-designed RWE pilot, then an OncValue access dossier

02

CASCADE

Expand to country teams

A regional registry needs local sites and local KOLs. That pulls THB into four country medical organisations at once.

Malaysia 41 · Philippines 31 · Thailand 30 · Indonesia 17
Country medical heads become site owners & seminar hosts
THB runs end-to-end ops across markets from one contract

03

OWN

Become the evidence layer

Move from project to platform: the standing RWE + scientific-engagement operating system for that MNC across SEA.

Multi-year registry, publication pipeline and OncValue value dossiers
Recurring KOL-led scientific seminars per market
Replicate the won motion across the Tier-1 account set

02

Priority account tiers

Top 15 accounts hold the majority of the list

Account	Tier	Contacts	Dir+	Regional	Markets	Footprint

FIRST ASK →

Co-design a focused 90-day RWE pilot with one Tier-1 regional Medical Lead — a single-indication registry or seminar series — then turn the output into an OncValue access dossier for payer, HEOR and clinician conversations across SEA.

03

THB Advantage

Every play mapped to who on the list buys it

Buyer-note: the named list is Medical-Affairs heavy, so those contacts remain the practical warm entry point. For commercially weighted plays — HCP / patient engagement, brand recall and NPS, Doctor360, omnichannel journeys, query operations, launch support, and disease / lab intelligence dashboards — the right sponsor may be a Commercial Head, Marketing Head, BU Head, Market Access / HEOR lead, or Digital / SFE owner even when no named contact from that department appears in this file.

THE WEDGE

The gap here isn't science — these MNCs have global R&D. It's an evidence-to-value layer: generate local Asian RWE, measure whether it shifts HCP perception, close scientific queries, and package the output through OncValue, publications and disease-intelligence dashboards into defensible access narratives.

*End-to-end project management and operations managed by THB.

04

Account playbook — top 50

Where to lead, and the first move, per account

Signal Offering clear filters

Account	Contacts	Entry point	Signal	Lead THB play	First move

Tiers by contact density · signal & entry derived from each account's contacts · Sponsor note: for commercially weighted plays, use the listed Medical contact as a bridge to Commercial, Marketing, BU, Market Access / HEOR, Digital or SFE leadership where those buyers are not named here · *End-to-end project management and operations managed by THB.

05

Anchor account briefs

One page per Tier-1 account — meeting-ready

Tier-1 Anchor Accounts · Top 10

$309B of portfolio. A $2.1B evidence pool.

The product portfolios of the ten anchor accounts on the SEA target list — real reported revenue, modelled evidence spend, and the pool OncValue can convert into access dossiers and value narratives.

Reported revenue is sourced from each company's latest full-year results. Evidence, RWE & publication spend is modelled (revenue × coefficient) — OncValue uses this sizing as the commercial layer for ICER, budget-impact and value-dossier conversations.

Reported revenue by account

Sum of captured top products, $mm (FY2025 / FY2024)

Revenue by therapy area

Where the portfolio value sits

Top 15 products by reported revenue

$mm — the brands that anchor the evidence spend

01

Account portfolios

Pick an account

Product	Therapy Area	Revenue ($mm)	Basis	Evidence & MA	RWE	Publications

Evidence / RWE / Publications columns are modelled from current slider values (Spend Model tab).

02

Evidence-spend model

Drag to re-size the opportunity

Modelled — not company-disclosed

Spend coefficients (% of brand revenue)

Each brand's spend = its revenue × the coefficient. Defaults are grounded in MAPS / Grand View benchmarks; OncValue turns the resulting pool into asset-level value narratives, ICER and budget-impact dossiers.

Evidence & Medical Affairs

1%4%

RWE / evidence generation

0.2%1.5%

Publications

0.02%0.2%

THB-addressable pool · RWE + Publications, across all 10 anchors ($mm/yr)

Modelled spend by account

$mm/yr — Evidence & MA, RWE, and Publications at current coefficients

03

SEA opportunity

The market THB competes in

Illustrative THB capture of the anchor RWE + publications pool

At current model coefficients — the pool is $mm/yr

THE WEDGE

These MNCs don't lack science — they lack local, activated evidence and value packaging. Their regional Medical-Affairs decision-making concentrates in Singapore, oncology dominates both this portfolio and the RWE market, and OncValue gives THB a way to translate a registry or seminar series into payer, HEOR and clinician-facing access dossiers.

*End-to-end project management and operations managed by THB. Revenue reported; spend modelled for sizing.

Revenue by Parent-HQ Country

Where the portfolio revenue comes from.

Each anchor account's company revenue attributed to its headquarters country — the disclosed level at which "country contribution" is real. Product revenue is not reported by SEA market.

Read: this is company revenue by parent HQ — where each anchor is headquartered — so it sums cleanly to the total. It is not revenue earned inside each SEA market (that isn't publicly disclosed). Ask for a modelled SEA-market allocation if you need the in-market split.

Company revenue by HQ country

Sum of anchor company FY revenue, $bn

Share of anchor revenue

Contribution to the $461.6B anchor base

HQ Country	Anchor accounts	Company revenue ($bn)	Captured portfolio ($mm)	Share

Company revenue reported from latest full-year results · attributed to parent HQ.