Hiyaku (hee-yak)Pharma TAM SEA vJuly_2026
SEA Medical-Affairs Target Universe

272 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 six markets.

Beachhead Singapore regional hubs  →  Cascade country medical teams  →  Own the SEA evidence layer
Source: SEA — RWE contact list (272 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 75)

Buyer personas

Function of each contact — the RWE buying centre dominates
85% 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

135 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.

  • 150 Singapore contacts; 135 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 34 · Thailand 30 · Indonesia 16 · Taiwan 1
  • 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
AccountTierContacts Dir+RegionalMarketsFootprint
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
AccountContactsEntry point SignalLead THB playFirst 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

Tier-1 account angle and first move
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
ProductTherapy AreaRevenue ($mm)Basis Evidence & MARWEPublications
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.
1%4%
0.2%1.5%
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 $461.6B anchor base
HQ CountryAnchor accountsCompany revenue ($bn)Captured portfolio ($mm)Share
Company revenue reported from latest full-year results · attributed to parent HQ.
Competitive Landscape

Local pharma depth. Three priority markets.

A practical view of local-leading pharmaceutical companies in the Philippines, Singapore and Malaysia — useful for partner mapping, local evidence activation, HCP-engagement alternatives and account expansion planning.

Source: user-provided local pharma competitor list · grouped by market.
01

Local-leading pharma companies

Philippines · Singapore · Malaysia
42
Local companies mapped
3
Priority SEA markets
14
Companies per market in this cut
Partner
Best read: local access, evidence and activation ecosystem

How to read the page

This is not a replacement for the MNC account-priority list. It adds the local pharma layer around it: companies that can shape market access, local evidence expectations, HCP activation, channel partnerships, and competitive intensity in each country.

local accessHCP activationco-promotionevidence partnerships

THB angle

Use local leaders as market signal and activation infrastructure: where MNC evidence pilots need sites, KOL convening, disease education, distribution context or local brand benchmarks, these companies help identify what already works in-market.

market proofseminar channelsregistry siteslocal benchmarks

Philippines

14 companies
  1. Unilab / RiteMED Philippines (Unilab)
  2. La Croesus Pharma
  3. Pascual Laboratories
  4. Natrapharm
  5. Lloyd Laboratories
  6. Hizon Laboratories
  7. Euro-Med Laboratories
  8. Cathay Drug Company
  9. GX International
  10. Interphil Laboratories
  11. Ambica International Corporation
  12. Uni-Pharma Philippine
  13. Amherst Laboratories
  14. LEJAL Laboratories

Singapore

14 companies
  1. Hyphens Pharma
  2. ICM Pharma
  3. iX Biopharma
  4. Prestige Biopharma
  5. Hummingbird Bioscience
  6. Moleac
  7. iNova Pharmaceuticals Singapore
  8. Wen Ken Group
  9. Eu Yan Sang International
  10. Specialised Therapeutics Asia
  11. Beacons Pharmaceuticals
  12. Alliance Pharma
  13. Pharmesis International
  14. Nova Laboratories

Malaysia

14 companies
  1. Pharmaniaga Berhad
  2. Duopharma Biotech Berhad
  3. Hovid Berhad
  4. Kotra Pharma
  5. Xepa-Soul Pattinson
  6. YSP Industries
  7. Ain Medicare
  8. Royce Pharma Manufacturing
  9. Prime Pharmaceutical
  10. SM Pharmaceuticals
  11. Noripharma
  12. Hoe Pharmaceuticals
  13. KCK Pharmaceutical Industries
  14. Swiss Pharma Research Laboratories
PhilippinesSingaporeMalaysia
Unilab / RiteMED Philippines (Unilab)Hyphens PharmaPharmaniaga Berhad
La Croesus PharmaICM PharmaDuopharma Biotech Berhad
Pascual LaboratoriesiX BiopharmaHovid Berhad
NatrapharmPrestige BiopharmaKotra Pharma
Lloyd LaboratoriesHummingbird BioscienceXepa-Soul Pattinson
Hizon LaboratoriesMoleacYSP Industries
Euro-Med LaboratoriesiNova Pharmaceuticals SingaporeAin Medicare
Cathay Drug CompanyWen Ken GroupRoyce Pharma Manufacturing
GX InternationalEu Yan Sang InternationalPrime Pharmaceutical
Interphil LaboratoriesSpecialised Therapeutics AsiaSM Pharmaceuticals
Ambica International CorporationBeacons PharmaceuticalsNoripharma
Uni-Pharma PhilippineAlliance PharmaHoe Pharmaceuticals
Amherst LaboratoriesPharmesis InternationalKCK Pharmaceutical Industries
LEJAL LaboratoriesNova LaboratoriesSwiss Pharma Research Laboratories
Use this as an ecosystem layer beside the MNC target map: these companies are most relevant when THB needs local access intelligence, activation partners, local competitive benchmarks, or country-specific evidence pull-through.