Driven by Innovation

Lilly Japan’s Simone Thomsen reflects on six years of leading with purpose and ACCJ collaboration.

When Simone Thomsen arrived in Kobe in 2019 to guide Eli Lilly Japan K.K. as president, she fulfilled one of her longtime career goals. Over the past six years, she has been a critical player in the mission of the American Chamber of Commerce in Japan (ACCJ), serving on the Board of Governors, helping launch the Healthcare x Digital (HxD) initiative, and mentoring young professionals. The ACCJ Journal talked to the 23-year Lilly veteran about her experiences in Japan, the value that ACCJ programs provide, and the mission of the President’s Circle company.

Has leading Lilly Japan been what you expected?
It’s been an amazing journey. The number of medical innovations we have brought to Japanese patients is really impressive. I always knew we had a very strong pipeline, but working with the team here has been impressive for me.

Between 2020 and 2024, we launched 11 new products and received 15 new indications for diabetes, oncology, immunology, Alzheimer's disease, and migraine.

Dealing with three years of Covid-19 was not in my plan, but it was important and interesting.

In January 2023, I became the first female chair of the Japan-Based Executive Committee (JBEC) of the Pharmaceutical Research and Manufacturers of America (PhRMA). That was a new experience for me. There’s a lot going on in the healthcare system and policy, which I have worked on with the PhRMA president, JBEC, and other companies.

Did I envision all that in 2019? No. Looking back at that time, I’m proud of what we have done to support Japanese patients, and how we operate at Lilly Japan as a well-developed organization. The company has grown and matured since then. Our colleagues in Japan would say they’re working for a much better organization today compared with six years ago.

How has the pharmaceutical market changed?
In 2019, Japan was the number two pharmaceutical market globally. Now it ranks sixth. One reason for this shift could be the result of the Japanese government policy decisions in recent years. In the past, the pharmaceutical industry in Japan was viewed as a key growth sector. We are ready to partner with policymakers to try to revitalize the industry while also addressing the challenges brought by a super-aging population.

In the decade since 2016, I have seen many negative ad hoc pricing reforms. I believe there have been
approximately 60 such changes.

We’ve also seen the move from biennial to annual price revisions. What that has done to the industry basically is to accelerate the decline of biopharmaceutical innovation in Japan. Globally, our industry has never been more productive. Every year, we’re investing ¥37 trillion just in R&D. Growth over the past couple of years has been around 99 percent. But in Japan, it has remained relatively stable, having grown only six percent. So, in the area of R&D investment, the gap between what is happening globally and in Japan is pretty striking. And it continues to grow.

Currently, 70 percent of global phase-three trials for any type of medicine are not conducted in Japan. That’s an issue for Japanese patients, because innovative medicines are coming to Japan much later. At a time when you have a super-aging population, you really want to have innovation coming to help you deal with the challenges.

As pharma and as Lilly, of course, we are heavily invested; we want to bring back investment. That’s why, as Lilly Japan and as the JBEC chair, we are in conversation to help the government understand that they need to make positive, bolder reforms.

How has the HxD initiative tied into your goals?
At Lilly, we believe that we can find synergy among medicine, science, and technology. It helps us to serve patients better, to create more engagement and better outcomes. So, we have always been looking at new technology and how it can help us. That’s why HxD was perfect for us and we became one of the founding companies in 2020, along with AstraZeneca and Bayer.

For example, we are focusing on how artificial intelligence (AI) and machine learning can be used to quickly screen millions of molecule options to select the best candidates, allowing us then to accelerate clinical development.

During the pandemic, using these digital technologies allowed us basically to keep all of our clinical development programs going, despite the restrictions. I think that showed us what it could look like and what we actually can accomplish with these tools. It also helped us increase accessibility for patients to enroll in clinical trials. That allowed us to drive diversity—you always want to have a diverse population for the clinical trial design.

We are also utilizing automation for quality control. Specifically, we have automated the visual inspection of our incretin pens, which are used to deliver medications. This technology allows us to increase production with enhanced accuracy and efficiency, thereby meeting the growing demand more effectively.

Tying this back to HxD, when the opportunity arose to collaborate with a few other Kansai-based multinationals with similar interests, we said, why not work with the ACCJ on healthcare digitalization. It’s such a big, important focus area.

How vital is inclusion to Lilly?
We advocate for inclusion because it drives innovation. An inclusive culture empowers employees to bring their unique perspectives and capabilities to work, fostering out-of-the-box thinking. As we are an innovation-based company, this approach remains unchanged.

We started focusing on women’s empowerment 16 or 17 years ago. At the moment, about 30 percent of our leadership roles are held by women, and more than 46 percent of executives are female—the highest number in the industry. Today we also have a strong LGBTQ+ ally network at Lilly Japan. We continue to be recognized as a gold PRIDE company, have participated in the Tokyo Rainbow Pride, and this year we took part in the Osaka and Kobe Rainbow Festas.

We have also been accelerating our accessibility strategy to ensure everyone working at Lilly, regardless of whether they have disabilities, has a seamless experience.

Terminology may shift over time, but our commitment to people will not change. It has been part of our recipe for success. If you work in an inclusive culture and feel welcome, heard, respected, and valued, then you feel a sense of belonging at that company. We’re here to remove barriers, and we will continue to do this for employees as well as the people and communities we serve.

How does the ACCJ factor into your work?
The chamber has facilitated the growth of Lilly Japan. As a President’s Circle member, we participate in the networking and learning opportunities provided by the ACCJ, and our brand visibility has increased.

Personally, I have been proud to serve as an ACCJ–Kansai governor on the Board of Governors. I feel it’s a win-win-win for Lilly Japan, me as a leader, and the ACCJ. By participating, you will have the opportunity to collaborate extensively, provide valuable insights, and influence various areas, particularly in advocacy. For our employees, this serves as an excellent occasion for learning and networking.

I mentioned HxD. ACCJ companies emphasized the importance of healthcare digitalization and proposed collaboration on its design. This initiative would not have been undertaken by Lilly without the involvement of the ACCJ and the opportunity to work with other entities.

We believe that company growth comes from continuous individual development. Networking, discussions, events, and learning offer new ideas that can create business opportunities when brought back to the company.

What advice do you have for women in business?
It starts with identifying your goal and being confident. You need to be passionate about that goal, love what you’re doing, and be good at what you’re doing. But you don’t need to be perfect. That’s a trap women sometimes fall into. Build out a network and use it. You will never succeed if you feel you just need to be excellent to move ahead, because you will hit a certain ceiling. Now, 30-plus years into my career, that’s the recipe I feel has worked for me.

When I started my journey in pharmaceuticals, I wanted to become the first female leader of a purpose-driven multinational company in Japan. Funnily enough, that was my objective. In 2019, I came here and that aspiration came true. So, I hope I’m proof that what I’m saying can work.

HxD 2021

ACCJ drives innovation by bringing together startups and big pharma

Last August, the American Chamber of Commerce in Japan (ACCJ) announced Healthcare x Digital, an XPRIZE-style competition meant to spur industry-changing technologies and connect Japan-based startups with major pharmaceutical companies and public officials.

Driven by the ACCJ Healthcare Committee—with support from the chamber’s Kansai Chapter—the initiative is led by ACCJ Corporate Sustaining Members AstraZeneca K.K., Bayer Yakuhin, Ltd., Deloitte Touche Tohmatsu LLC, and President’s Circle Member Eli Lilly Japan K.K.

The inaugural event was a huge success, with 28 companies submitting proposals. Three finalists were selected from this pool, and each emerged from the December 1 Pitch Event with awards and prize money to help them continue development of their ideas. Honors went to:

• Bisu, Inc.: Best Innovation; the Moonshot Prize
• MediFrame, Inc.: Best Value Proposition
• MICIN, Inc.: Best Product

Great Opportunity

In a follow-up interview, Bisu Chief Executive Officer Daniel Maggs told The ACCJ Journal that participation in the Healthcare x Digital competition was important to them because “it matters for us to have validation and recognition from the medical industry, because we care very deeply about quality.”

Ryoichi Kusama, co-founder and senior vice president of MICIN, said that his company wants to help the medical industry change from within and become a player that can be trusted. Therefore, “the biggest plus is that it has expanded the collaboration with major pharmaceutical companies.”

And Mediframe CEO Atsushi Wada said that it meant a lot to him to be recognized by AstraZeneca, Bayer, and Lilly. “For them to see the potential in my company made me feel very pleased and encouraged.”

This year’s competition will once again bring together global healthcare leaders with top and emerging tech companies, entrepreneurs, and innovators in the search for new ideas.

Three Challenges

Healthcare x Digital 2021 will carry forth the goal of forging new partnerships and creating new solutions to solve Japan’s most critical community healthcare and individual patient challenges by focusing on three areas:

• Overcoming the urban vs. rural healthcare divide
• Reimagining the hospital of the future
• Empowering patients to own their healthcare

These areas tie into the digital transformation of society and can help Japan continue to take care of—and provide even better care for—all its citizens. Demographic and economic trends are creating a strong contrast between rural and urban regions, and these shifts will require Japan to adopt new healthcare approaches and solutions. One question being asked in this year’s competition is how digital technology can break down the boundaries of distance to provide great and uniform care for everyone, no matter where they live.

Of course, reform of the healthcare system puts great pressure on hospitals to transform themselves and make better use of tools and resources. Technology is certainly key to that makeover, but what are the most innovative digital levers that can open up those paths to greater efficiency?

Another important part of ensuring that the healthcare system remains sustainable is empowering individuals to monitor their own health. A great example of such a tool is Bisu’s home health lab, for which the startup won ¥1 million in funding at last year’s competition. The elegant and easy-to-use system supports a range of tests that anyone can perform at home, allowing early disease detection and providing a way for individuals to track their health and adjust their daily lifestyle habits and decisions.

Joining Forces

At the core of Healthcare x Digital is the goal of bringing together emerging players—who have healthcare ideas, but require partners—with established players looking for innovative ideas to solve healthcare challenges.

This is made possible through the Healthcare x Digital ecosystem, which comprises four groups:

• Innovators and startups
• Established companies
• Government organizations
• Academic and non-profit institutions

These public, private, and non-profit sector players join forces to deliver all the pieces required to envision and execute groundbreaking solutions.

In the private sector, startups often have innovative digital healthcare ideas, but they lack the partnerships to evolve them. Teaming up with established companies that have the resources to develop an idea and bring it to market can allow the startup not only to grow as a company, but to change the course of future healthcare.

In the public and non-profit sectors, government bodies are searching for solutions to long-term healthcare challenges, such as cost, quality, and access. They want to drive innovation, which can lead to economic growth, but how to drive that change is not always clear. Academics and research institutions have insights that can help effect change, and they need a way to translate this into real-impact non-profit organizations.

Pitch Your Idea

Healthcare x Digital 2021 began accepting submissions on July 1 and the deadline is October 1. Evaluation of submissions is set to start on October 5. Pitches will be evaluated according to the following criteria:

• Focus on patient and community needs
• Healthcare x Digital value proposition
• Need for an ecosystem to flourish

Everyone who participates in Healthcare x Digital will benefit from having their ideas reviewed by top executives from leading international healthcare and technology companies.

Those selected to participate in the Pitch Day will be invited to the full-day virtual event on October 14. Finalists will then take part in the HxD Ideas Day on November 11, a hybrid in-person and virtual event at which they will present to a panel of leading healthcare and pharmaceutical executives—all empowered to initiate business deals and new relationships on behalf of their global brands.

Monetary prizes will also be awarded, and the finalists will meet with senior executives from the organizing sponsors. Winning companies will receive mentoring and support from healthcare professionals and executives from organizing sponsors.

Join us to discover Japan’s most innovative healthcare ideas and develop partnerships to make them a reality.

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Sponsors

President’s Circle Sponsor

Eli Lilly Japan K.K.

Organizing Sponsors

AstraZeneca K.K. | Bayer Yakuhin, Ltd. | Deloitte Touche Tohmatsu LLC | i2.JP (Innovation Infusion Japan)

Contributing Sponsors

Dentsu | K&L Gates LLP | NRW Global Business | Omron Corporation | Trilations G.K. | Real Life Sciences

Supporting Organizations

City of Kobe | Embassy of the United States, Tokyo | Foundation for Biomedical Research and Innovation at Kobe | Global Venture Habitat | GVH#5 | LINK-J | Osaka Innovation Hub

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