Case Study: Policy & Advocacy

Problem and Objective – Unlocking COPD Market Access in China 

• Enable market access for a pharmaceutical company for COPD-related diagnostic and therapeutic solutions in China.  

• Support the integration of COPD into the NBPHS and national healthcare agendas and strengthen Germany-China cooperation with stakeholders from politics, healthcare and academia 

• COPD is a major but neglected health challenge in China. 

• It is not included in the National Basic Public Health Services (NBPHS), despite 100 million affected people 

• Inclusion to the NBPHS would enable access to diagnostics, treatment, and reimbursement 

• Listed diseases receive greater policy, healthcare, and industry support – enabling sufficient market entry into the Chinese market with CODP-solutions 

 

The objective was to enable market access for the company's COPD-related diagnostic and therapeutic solutions in China. A central component of this effort involved supporting the integration of COPD into the National Basic Public Health Services (NBPHS) and aligning with national healthcare agendas. This also aimed to strengthen strategic cooperation between Germany and China through engagement with key stakeholders from politics, healthcare, and academia.  

 

SILREAL excels at opening direct, trust-based channels to Chinese government leaders, an arena where discretion and cultural nuance are critical. 
We provide a neutral, respectful forum that brings German and Chinese policymakers together on equal footing, turning complex health-policy goals into actionable cooperation. 

More than consultants, we serve as a bridge between two healthcare systems. Our cross-border approach translates policy into market access and public-health impact for clients in pharma, biotech, and MedTech. 

 

COPD remains a major yet underprioritized health challenge in China. Despite affecting over 100 million people, the disease is still not included in the NBPHS. This exclusion limits access to essential diagnostics, treatment options, and reimbursement. In contrast, diseases listed in the NBPHS receive enhanced policy support, dedicated healthcare infrastructure, and increased industry engagement, factors that are crucial to enabling sustainable market entry for COPD-related solutions. 

 

Solution and Approach - Shaping Regulatory Pathways for COPD in China through Stakeholder Alignment and GTM Strategy 

Step 1 – Strategic Foundation 

• We started with the analysis of the company's current COPD activities in China, including key stakeholders and systemic conditions 

• Presentation of the German COPD care model, with a focus on its relevance and potential adaptation for the Chinese context 

• Both components realized through SILREAL’s cross-border healthcare expertise and trusted networks in China and Germany, establishing the strategic groundwork for all subsequent action 

 

Step 2 – Strategic Plan & Implementation  

• Building on the prior analysis and stakeholder mapping, SILREAL developed a tailored Go-to-Market (GTM) strategy 

• This was followed by activating SILREAL’s network to enable targeted bilateral exchange with political and academic stakeholders 

• Implemented through curated formats such as expert events, stakeholder webinars, and thematic briefings 

• In the next step, SILREAL focused on establishing long-term relationships with key actors to support market entry and enable sustained strategic dialogue 

• All activities aligned with the client's long-term positioning strategy within China’s healthcare landscape 

 

The project commenced with a comprehensive analysis of the company's COPD-related activities in China, including the stakeholder ecosystem and relevant systemic structures. In parallel, the German COPD care framework was introduced to illustrate transferable elements applicable to the Chinese healthcare setting. Both components were shaped through SILREAL’s cross-border health policy expertise and its established network across China and Germany, forming the strategic basis for all subsequent interventions. 

Building on this foundation, SILREAL developed a customized Go-to-Market (GTM) strategy. This was followed by the targeted activation of its network to facilitate bilateral engagement with key political and academic stakeholders—delivered via curated expert dialogues, stakeholder webinars, and thematic briefings. In the final phase, SILREAL consolidated long-term strategic relationships to support policy-aligned market access and ensure continuity of dialogue, fully aligned with the client’s positioning in China’s evolving healthcare landscape. 

 

Result – Accelerating Market Access through Policy Momentum: Advancing the company's COPD Position in China 

• Supported COPD integration discussions into NBPHS and created momentum for market access pathways, was implemented in 2024 

• Strengthened the company's positioning as a trusted policy partner in China’s respiratory health strategy, increasing revenues by 12.7% in the Chinese market  

• Facilitated bilateral policy dialogue between Germany and China with 50+ high-level stakeholders from politics, academia, and public health  

• Hosted 7+ curated expert events and briefings with 1,200+ participants across sectors Enabled direct engagement between the company and national/provincial decision-makers  

• Delivered a policy dossier with strategic recommendations for events and conversations with high-key stakeholders   

 

The project successfully stimulated national-level policy dialogue around the integration of COPD into China’s National Basic Public Health Services (NBPHS), ultimately contributing to its formal inclusion in the program in September 2024. In parallel, the company's positioning within China’s respiratory health strategy was significantly strengthened, supporting a 12.7% increase in revenue in the Chinese market. 

This momentum was made possible through a structured policy engagement approach: SILREAL facilitated bilateral dialogue between German and Chinese stakeholders, involving over 50 senior representatives from politics, academia, and public health institutions. More than seven curated expert events and briefings were conducted, reaching over 1,200 participants and enabling direct interaction between the company’s and national as well as provincial decision-makers. A strategic policy dossier with tailored recommendations was delivered to inform key discussions and guide evidence-based engagement at the highest levels.