• WedgeGlobal creative consolidation to Publicis Health (2019) following long-running review — Publicis took Rx creative globally; previously fragmented across multiple holding groups
• WhyDirect oncology competitors: AstraZeneca (Tagrisso vs Tarceva, Imfinzi vs Tecentriq, Enhertu vs Kadcyla — direct HER2 ADC competition), MSD (Keytruda — dominant IO, displaced Tecentriq in many indications), BMS (Opdivo), Pfizer, Novartis. HER2 biosimilar competitors threatening Herceptin franchise: Pfizer Trazimera, Amgen Kanjinti, Mylan Ogivri. MS competitors: Novartis (Kesimpta, Mayzent), Biogen (Tysabri, Vumerity), Sanofi (Aubagio), Merck KGaA (Mavenclad). Hemophilia: Sanofi (Altuviiio), Pfizer (Beqvez), Novo Nordisk (NovoSeven, Hemgenix BioMarin).

1. W1Global creative consolidation to Publicis Health (2019) following long-running review — Publicis took Rx creative globally; previously fragmented across multiple holding groups
2. W2Publicis Health (Saatchi Wellness, Digitas Health, Razorfish Health) holds Roche Rx creative globally
3. W3Roche global media: split — Roche has historically used Dentsu (carat), Omnicom (OMD/PHD) and others; no single global media AOR consolidation comparable to Pfizer/Novartis/AZ moves
4. W4Hemlibra is a category-defining hemophilia A therapy — flagship blockbuster with ongoing TW expansion
5. W5Ocrevus competitive defense vs Novartis Kesimpta (subcutaneous MS) — defensive creative work expected
6. W6Avastin/Herceptin/Rituxan biosimilar erosion is the major top-line pressure — defensive brand work increasing
7. W7Roche Diagnostics Taiwan is a SEPARATE pitch surface (B2B/IVD) with separate agency relationships — under-explored opportunity

• Direct oncology competitors: AstraZeneca (Tagrisso vs Tarceva, Imfinzi vs Tecentriq, Enhertu vs Kadcyla — direct HER2 ADC competition), MSD (Keytruda — dominant IO, displaced Tecentriq in many indications), BMS (Opdivo), Pfizer, Novartis. HER2 biosimilar competitors threatening Herceptin franchise: Pfizer Trazimera, Amgen Kanjinti, Mylan Ogivri. MS competitors: Novartis (Kesimpta, Mayzent), Biogen (Tysabri, Vumerity), Sanofi (Aubagio), Merck KGaA (Mavenclad). Hemophilia: Sanofi (Altuviiio), Pfizer (Beqvez), Novo Nordisk (NovoSeven, Hemgenix BioMarin).
• LOW (Pharma) / MEDIUM (Diagnostics potential). Roche Rx creative globally consolidated to Publicis Health (2019). WPP (Ogilvy Health, VML Health, GroupM Health) lost the strategic central seat. WPP retains project-level relationships at therapy-area / brand level. Roche global media has historically been more fragmented (Dentsu strong; Omnicom presence) — WPP Taiwan media-buying for specific brand programs is feasible. ROCHE DIAGNOSTICS is a SEPARATE pitch surface — B2B-led, IVD/lab focus, agency landscape less locked-down than Pharma — POTENTIAL WPP wedge if a Dx-specialized B2B health offering is brought. Plus: Accu-Chek consumer diabetes self-monitoring is a DTC consumer brand (not Rx) — full consumer-marketing AOR opportunity, separate from Rx restrictions.
• Tecentriq NHI reimbursement decisions across indications (lung, HCC, TNBC, biliary)
• Phesgo Taiwan subcutaneous launch (HER2 SC convenience play)
• Vabysmo Taiwan NHI expansion (wet AMD / DME)
• Hemlibra prophylaxis expansion (mild/moderate hemophilia A — line extension)
• Ocrevus competitive defense vs Kesimpta — creative refresh expected
• Roche Pharma Taiwan GM changes (vendor review trigger)
• Roche Diagnostics Taiwan B2B campaign launches (often go to non-Publicis Health shops)

• General Manager — Roche Pharma Taiwan (incumbent unverified)GM Roche Pharma Taiwan

  since

  GM rotates 3-5 years. Reports to Roche Asia-Pacific. LinkedIn/press diligence required to confirm current incumbent.

  Source ↗
• Disease Area Leads — Oncology (largest), Neuroscience, Ophthalmology, Hemophilia, ImmunologyDisease Area Lead — Roche Pharma Taiwan

  since

  DALs hold brand P&L and agency relationships. Oncology DAL is the highest-value agency relationship in TW pharma.

  Source ↗
• GM — Roche Diagnostics Taiwan (separate entity)GM Roche Diagnostics Taiwan

  since

  SEPARATE pitch surface from Pharma. B2B/IVD orientation. Accu-Chek consumer brand sits here.

  Source ↗

Roche Taiwan is consistently a top-3 MNC pharma in Taiwan by Rx revenue (frequently #1 or #2 alongside Pfizer/MSD) — DOMINANT in oncology with the strongest specialist/KOL relationships in TW oncology of any MNC. Roche pioneered targeted therapy and Roche-Genentech oncology heritage is core brand equity. Roche Pharma Taiwan (台灣羅氏大藥廠) and Roche Diagnostics Taiwan (台灣羅氏醫療診斷設備) operate as separate entities under Roche Holding. Taiwan Rx DTC restricted (藥事法); consumer spend is (a) corporate brand 'Doing now what patients need next' platform, (b) unbranded disease-awareness (HER2 breast cancer testing, MS Day, hemophilia awareness, AMD/wet-AMD awareness), (c) patient association partnerships (Taiwan Breast Cancer Foundation, MS Society Taiwan, TW Hemophilia Association, TW Macular Society), (d) HCP/medical congress sponsorship. Roche Diagnostics has separate consumer footprint via Accu-Chek (OTC self-monitoring blood glucose — diabetes consumers). Estimated NT$300-500M ad spend across Pharma + Dx, mid-tier.

No campaigns surfaced in research.

No decision-makers identified.

Roche Pharma Taiwan reports into Roche Asia-Pacific (Singapore + Hong Kong hubs). General Manager rotates 3-5 years. Commercial structure split by Disease Area: Oncology (largest, sub-split into HER2 / IO / hematology / women's cancer), Neuroscience, Ophthalmology, Hemophilia, Immunology, Rare Disease. Each Disease Area Lead has brand-team P&L and agency relationships. Roche Diagnostics Taiwan has SEPARATE marketing org and SEPARATE agency partners (B2B/HCP-led).