Pharmas new business model:consumer centric approachesto increase ROIHealth Business ConsultInnovating the way we care
Assistant	  professor	  of	  professional	  developmentConsultant	  pharma	  >25	  yrsTrainer	  of	  HC	  specialists	  &	...
On fundamentals of Protection of Public HealthRussian Federation, Jan. 1st 2012... A new system of accountable officials a...
CEO Panel at RussianPharmaceutical Forum 2012
CEO Panel at RussianPharmaceutical Forum 2012• Uncertainty / Stability ? / Predictability?• Goals of the Government?• Acce...
What makes your influenceas a pharma company?
What makes your influenceas a pharma company?“ What you actually DO in the local market willmake that your voice can be he...
What makes your influenceas a pharma company?“ What you actually DO in the local market willmake that your voice can be he...
Elections to RussianState DumaModernization program- the stage of activedevelopment of thebudgetPresidential ElectionYear ...
May 2013: “- -” and “++” to pharma?
• Healthcare, life expectancyRussia not in good shape• Is there enough budget?(Popovich)• No reimbursement• Uncertainty of...
• Healthcare, life expectancyRussia not in good shape• Is there enough budget?(Popovich)• No reimbursement• Uncertainty of...
NL as compared with Russia
NL as compared with Russia
2006 - Liberalisation of HC market:• Health Care Insurance (HCI) foreveryone - obliged;• HCI companies have:- Power of sel...
2006 - Liberalisation of HC market:• Health Care Insurance (HCI) foreveryone - obliged;• HCI companies have:- Power of sel...
1.6 Prijsontwikkeling receptgeneesmiddelen op basis van SFK prijsindex (januari 1996=100),afzet gewogen gemiddelde)Bron: S...
1.6 Prijsontwikkeling receptgeneesmiddelen op basis van SFK prijsindex (januari 1996=100),afzet gewogen gemiddelde)Bron: S...
The Dutch Case
The Dutch CaseIf pharma wants to distinguish itself, it needs toshow first that it understands the way their direct(Rx)cust...
The Dutch CaseIf pharma wants to distinguish itself, it needs toshow first that it understands the way their direct(Rx)cust...
The Dutch Case....is all about“being there, locally”to demonstrate thatpharma doesunderstandand can make thedifference tos...
Key Customer Focus
Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first
Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development
Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer ...
Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer ...
Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer ...
Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer ...
Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer ...
Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer ...
Focus And CollaborationCustomer Centric
Focus And Collaboration• ThinkCustomer Centric
Focus And Collaboration• Think• What is going onCustomer Centric
Focus And Collaboration• Think• What is going on• With what can you helpto create better careCustomer Centric
Focus And Collaboration• Think• What is going on• With what can you helpto create better care• Pull resources togetherCust...
Focus And Collaboration• Think• What is going on• With what can you helpto create better care• What customers - how to sel...
Focus And Collaboration• Think• What is going on• With what can you helpto create better care• What customers - how to sel...
Focus And Collaboration• Think• What is going on• With what can you helpto create better care• What customers - how to sel...
Focus And Collaboration• Think• What is going on• With what can you helpto create better care• What customers - how to sel...
Strategic Starting Points
Strategic Starting PointsCommodityTrap
Strategic Starting PointsCommodityTrapAddValue
Strategic Starting PointsCommodityTrapLow costpositionAddedValuepositionPricesMarket Top ValueAddValue
AddValue
AddValueThe general principle for business growthworks the same for pharmaceutical marketingCommoditiesSpecialtiesServices...
AddValue
AddValueCreate an integrated offeringFrom Product to Care
AddValueCreate an integrated offeringFrom Product to CareProduct Core1st layertherapy2nd layertherapy
AddValueCreate an integrated offeringFrom Product to CareRxDrug profilePharmaceuticaland pharma economicallyProduct Core1st...
AddValueCreate an integrated offeringFrom Product to CareRxFocus on adequate usefor the individual patientin the right con...
AddValueCreate an integrated offeringFrom Product to CareRxA. Professional Support fromHC professionals and othersfor the ...
The Chalkboard Sketch ofA new Commercial Market ApproachBasic Considerations.What market conditions,what tools,what applic...
Tools specifically:Access and Added ValueProfiling, segmentation, targetingSales teamsMultidisciplinary accountplan design...
The new CommercialCycleof PharmaChalkboard SketchHealth Business ConsultInnovating the way we care
The new CommercialCycleof PharmaChalkboard SketchMarketConditionsHealth Business ConsultInnovating the way we care
The new CommercialCycleof PharmaChalkboard SketchMarketConditionsRX AccountsHealth Business ConsultInnovating the way we c...
MarketConditionsRX AccountsHealth Business ConsultInnovating the way we care
MarketConditionsRX AccountsHealth Business ConsultInnovating the way we care
MarketConditionsRX AccountsHealth Business ConsultInnovating the way we careIndividual RxPhysicians
MarketConditionsRX AccountsHealth Business ConsultInnovating the way we careIndividual RxPhysicians
MarketConditionsRX AccountsHealth Business ConsultInnovating the way we careIndividual RxPhysiciansPromotion
MarketConditionsRX AccountsIndividual RxPhysiciansPromotion
MarketConditionsRX AccountsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?
MarketConditionsRX AccountsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enough
MarketConditionsRX AccountsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocus...
MarketConditionsRX AccountsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocus...
MarketConditionsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺
MarketConditionsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺...
MarketConditionsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺...
MarketConditionsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺...
MarketConditionsDifferentiate approachesTo Key Customer Focus !Individual Rx promotionKEYAccounts•Fulfillment• Evaluating•...
MarketConditionsDifferentiate approachesTo Key Customer Focus !Individual Rx promotionKEYAccountsMake Focus yourmain strea...
MarketConditionsDifferentiate approachesTo Key Customer Focus !Individual Rx promotionKEYAccounts?What are thePoints of in...
• MarketConditionsDifferentiate To Key Customer FocusIndividual Rx promotion• What arethe points ofINterventionto createFo...
•Individual Rx promotion• MarketConditions• Care &TherapyConditions•RxConditions• AccountConditions• Patients’ConditionsKe...
•Individual Rx promotionROS• MarketConditions• Care &TherapyConditions•RxConditions• AccountConditions• Patients’Condition...
•Individual Rx promotionROIROS• MarketConditions• Care &TherapyConditions•RxConditions• AccountConditions• Patients’Condit...
•Individual Rx promotion• Market Access•Account profiling•Segmentation & targetingFor quantity & quality!• Mutlidisciplina...
•MarketConditionsKEyCustomers• Care &TherapyConditions•RxConditions• AccountConditions•Patients’Conditions
•MarketConditionsKEyCustomers• Care &TherapyConditions•RxConditions• AccountConditions•Patients’Conditions• Market Access
•MarketConditionsKEyCustomers• Care &TherapyConditions•RxConditions• AccountConditions•Patients’Conditions• Market Access&...
We need a Market Approach
We need a Market Approach.. that selects , focuses and builds on the right customers
We need a Market Approach.. that selects , focuses and builds on the right customers1 System of Market Access :Keyword: Lo...
We need a Market Approach.. that selects , focuses and builds on the right customers2 Segmentation and Targetingon both Po...
We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion2 Segmentation an...
We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/onli...
We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/onli...
We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/onli...
We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/onli...
We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/onli...
We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/onli...
We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/onli...
.. that creates results just like these:
We need a Market Approach.. that selects , focuses and builds on the right customers
We need a Market Approach.. that selects , focuses and builds on the right customersSome Examples:Market AccessDetaile-Det...
Market Access
Market Access- National & Regional & Local- Not just launch and registration- KOL - DMU ~ (in)formal- Committee’s (EDL - S...
Market Access- National & Regional & Local- Not just launch and registration- KOL - DMU ~ (in)formal- Committee’s (EDL - S...
Market Access- National & Regional & Local- Not just launch and registration- KOL - DMU ~ (in)formal- Committee’s (EDL - S...
Market Access- National & Regional & Local- Not just launch and registration- KOL - DMU ~ (in)formal- Committee’s (EDL - S...
Market Access
Market AccessInternal Department“Heath Care Affairs”Working with marketing and Medical/KOL- mngmnt
Market AccessStimulating developments in the marketDepending on stage of process:Internal Department“Heath Care Affairs”Wo...
Market AccessStimulating developments in the marketDepending on stage of process:Internal Department“Heath Care Affairs”Wo...
Market AccessStimulating developments in the marketDepending on stage of process:Internal Department“Heath Care Affairs”Wo...
Rx AccountsSegmentation -Targeting
Rx AccountsSegmentation -Targeting
Individuals Networks AccountsDMU’sRx AccountsSegmentation -Targeting
Individuals Networks AccountsDMU’sNot just individuals,but their networks too,their accessibility and feasibility for succ...
“You don’t want to spend time and money in a lost case”
Profile and Classify“You don’t want to spend time and money in a lost case”Profile and Classify
Profile and Classify“You don’t want to spend time and money in a lost case”
Profile and ClassifyPotential:• Estimate of feasible volume of business with this account,i.e.: Factual numbers x Chance of...
Profile and ClassifyPotential:• Estimate of feasible volume of business with this account,i.e.: Factual numbers x Chance of...
Profile and ClassifyQuality of Account:Potential:• Estimate of feasible volume of business with this account,i.e.: Factual ...
Profile and ClassifyQuality of Account:• Quality of organization & organizational developmentPotential:• Estimate of feasib...
Profile and ClassifyQuality of Account:• Quality of organization & organizational development• Quality of care provision an...
Profile and ClassifyQuality of Account:• Quality of organization & organizational development• Quality of care provision an...
Segment 1 Segment 2Segment 3 Segment 4
Segment 1 Segment 2Segment 3 Segment 4Differentiate within a newsegmentation
Segment 1 Segment 2Segment 3 Segment 4Professional&Care ProfileAccountDifferentiate within a newsegmentation
Segment 1 Segment 2Segment 3 Segment 4RelationshipProfessional&Care ProfileAccountDifferentiate within a newsegmentation
Segment 1 Segment 2Segment 3 Segment 4DevelopRelationshipProfessional&Care ProfileAccountDifferentiate within a newsegmenta...
Segment 1 Segment 2Segment 3 Segment 4Develop BuildRelationshipProfessional&Care ProfileAccountDifferentiate within a newse...
Segment 1 Segment 2Segment 3 Segment 4Co-createDevelop BuildRelationshipProfessional&Care ProfileAccountDifferentiate withi...
Segment 1 Segment 2Segment 3 Segment 4Co-create PartnerDevelop BuildRelationshipProfessional&Care ProfileAccountDifferentia...
Segment 1 Segment 2Segment 3 Segment 4Co-create PartnerDevelop BuildRelationshipProfessional&Care ProfileAccountDifferentia...
Develop your promotion
Develop your promotionCreate a path of developmentFrom (e)detailing to partnership
Develop your promotionCreate a path of developmentFrom (e)detailing to partnership
Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailCo-CreateCo-Operate
Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageCo-CreateCo...
Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& In...
Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& In...
Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& In...
Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& In...
Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& In...
Develop your promotionDetaile-DetailPromote& EngageConnect& InteractDevelop &CreateCo-CreateCo-Operate
Develop your promotionIn the course of this roadmapfrom (e)detailing to partnershipyou might want to:Detaile-DetailPromote...
Develop your promotionIn the course of this roadmapfrom (e)detailing to partnershipyou might want to:Detaile-DetailPromote...
Develop your promotionIn the course of this roadmapfrom (e)detailing to partnershipyou might want to:Detaile-DetailPromote...
Develop your promotionIn the course of this roadmapfrom (e)detailing to partnershipyou might want to:Detaile-DetailPromote...
EngagePromoteDevelop
Profiling DMU’sSegmentation&TargetingDMUManagementDevelopmentofPartnershipEngagePromoteDevelop
DevelopmentofPartnership
4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationDevelopmentofPartnership
4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationServiceOfferingSponsoringThese are ourservice...
4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationServiceOfferingSponsoringCommitmentonmutual e...
4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationServiceOfferingSponsoringCommitmentonmutual e...
4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationCommitmentto jointResultsServiceOfferingSpons...
4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationMulti party dealon HealthOutcomesCommitmentto...
Key Customer Focus Cycle
Key Customer Focus Cycle
Drs.A.R.J. Halkes MHArob.halkes@healthbusinessconsult.comP.O. Box 2925050 AG GoirleThe NetherlandsM +31 6 31 66 2595T http...
Pharma new bus model St Petersburg Russia
Pharma new bus model St Petersburg Russia
Pharma new bus model St Petersburg Russia
Pharma new bus model St Petersburg Russia
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Pharma new bus model St Petersburg Russia

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This is my Keynote presentation to Pharma Forum Russia, St. Petersburg, May 23rd, 2013.
It gives an outline of crucial elements in building a new market approach to different markets.

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Pharma new bus model St Petersburg Russia

  1. 1. Pharmas new business model:consumer centric approachesto increase ROIHealth Business ConsultInnovating the way we care
  2. 2. Assistant  professor  of  professional  developmentConsultant  pharma  >25  yrsTrainer  of  HC  specialists  &  doctorsChairmanISATTDevelopment  Retail  formula  pharmacistsStrategic  advisorSocial  media#hcsmeu  Classic  MusicHealth  care  technology Ehealth  -­‐  TelecareChronic  diseases  challengeDrums  &  TromboneDisc  jockeyDrimpy  ParIcipatory  HC  PlaJormRob Halkes@rohalThe  FOX  group  LLCUSPharma  commercialdevelopment
  3. 3. On fundamentals of Protection of Public HealthRussian Federation, Jan. 1st 2012... A new system of accountable officials and ..responsibility of healthcare budget holdersRules of interaction between the pharmaceuticalindustry and physiciansStandards of providing medical and drug aidRegional structure under which high cost nosologies will bepurchased and supervised by regionsCegedim white paper april, 2012
  4. 4. CEO Panel at RussianPharmaceutical Forum 2012
  5. 5. CEO Panel at RussianPharmaceutical Forum 2012• Uncertainty / Stability ? / Predictability?• Goals of the Government?• Access for patients to medicines?• Reimbursement?• Local market conditions?
  6. 6. What makes your influenceas a pharma company?
  7. 7. What makes your influenceas a pharma company?“ What you actually DO in the local market willmake that your voice can be heard...
  8. 8. What makes your influenceas a pharma company?“ What you actually DO in the local market willmake that your voice can be heard......It makes the differencebetween being seenas ‘helping’ instead of ‘exploiting’”
  9. 9. Elections to RussianState DumaModernization program- the stage of activedevelopment of thebudgetPresidential ElectionYear of treatmentstandardsRegional modeling ofdrug compensationprogramsPreparing of patientregistriesSlow down ofconcentration processin distribution chainFirst innovationproducts of RussianPharma companiesThe beginning ofactivity of self-regulatoryorganizationsLicensing ofhealthcareprofessionalsStart the process ofconsolidation ofregional programsreimbursementLaunch ofreimbursementpilotprogram inregionsLaunch ofreimbursementprogram inregionsThe massprivatization ofHCPBln$25Bln$752011 2012 2013 2014 2015 2016 2017 2018 2019 2020Figure 1:Long Term Development Scenario of Russia Pharmaceutical industrySource: Cegedim aggregated opinion from industry experts:government employees, industry leaders, anlaysts
  10. 10. May 2013: “- -” and “++” to pharma?
  11. 11. • Healthcare, life expectancyRussia not in good shape• Is there enough budget?(Popovich)• No reimbursement• Uncertainty of policy andregulations• Procurement issues• “Interchangeability”• No data• Formal - Informal• Many different (competing)players in the channel• Advertising rules are not clear• Russia too big for “big pharma?”May 2013: “- -” and “++” to pharma?
  12. 12. • Healthcare, life expectancyRussia not in good shape• Is there enough budget?(Popovich)• No reimbursement• Uncertainty of policy andregulations• Procurement issues• “Interchangeability”• No data• Formal - Informal• Many different (competing)players in the channel• Advertising rules are not clear• Russia too big for “big pharma?”• Healthcare, life expectancy Russianot in good shape• PharmaMed 2020• Roadmap for health care• Market is still growing (12%)• Middle class is growing• Collaboration with authorities,national, regional, local(physician committees)• Patients’ access to medicine• Standards of medical treatment• Not so much cooperation betweenprotagonists in care..May 2013: “- -” and “++” to pharma?
  13. 13. NL as compared with Russia
  14. 14. NL as compared with Russia
  15. 15. 2006 - Liberalisation of HC market:• Health Care Insurance (HCI) foreveryone - obliged;• HCI companies have:- Power of selection of care providers- Buying power: pharma tenders, totheir patients,- Policy towards integrated, chroniccare -> initiated cooperations of careproviders in health care groups forfamily care• Regional / Local Rx decisions by localprotocol committeesNL as compared with Russia
  16. 16. 2006 - Liberalisation of HC market:• Health Care Insurance (HCI) foreveryone - obliged;• HCI companies have:- Power of selection of care providers- Buying power: pharma tenders, totheir patients,- Policy towards integrated, chroniccare -> initiated cooperations of careproviders in health care groups forfamily care• Regional / Local Rx decisions by localprotocol committeesNL as compared with Russia
  17. 17. 1.6 Prijsontwikkeling receptgeneesmiddelen op basis van SFK prijsindex (januari 1996=100),afzet gewogen gemiddelde)Bron: Stichting Farmaceutische Kengetallen100%Invoering Wet GeneesmiddelenprijzenInvoering claw backStart convenantsperiodeIntroductievrije prijzenTransitieakkoordTijdelijke invoeringmaatregel “De Geus”(Individueel)PreferentiebeleidVerhoging claw backAkkoord VWS - KNMP90%80%70%60%40%50%19961997199819992000200120022003200420052006200720082009201020112012//
  18. 18. 1.6 Prijsontwikkeling receptgeneesmiddelen op basis van SFK prijsindex (januari 1996=100),afzet gewogen gemiddelde)Bron: Stichting Farmaceutische Kengetallen100%Invoering Wet GeneesmiddelenprijzenInvoering claw backStart convenantsperiodeIntroductievrije prijzenTransitieakkoordTijdelijke invoeringmaatregel “De Geus”(Individueel)PreferentiebeleidVerhoging claw backAkkoord VWS - KNMP90%80%70%60%40%50%19961997199819992000200120022003200420052006200720082009201020112012//• Diminishing access to prescribers: about 50% in 2006;• Growing influence of new stakeholders Rx:health care insurance companies, local protocol committees,• Growing pressure to prescribe generics,• More Regulation of Pharma promotion, by the government,• Deteriorating image of the pharmaceutical industry in general,• Growing Costs of health care on national political agenda• Slower registration and decisions about reimbursement
  19. 19. The Dutch Case
  20. 20. The Dutch CaseIf pharma wants to distinguish itself, it needs toshow first that it understands the way their direct(Rx)customers, health care providers are todevelop!
  21. 21. The Dutch CaseIf pharma wants to distinguish itself, it needs toshow first that it understands the way their direct(Rx)customers, health care providers are todevelop!
  22. 22. The Dutch Case....is all about“being there, locally”to demonstrate thatpharma doesunderstandand can make thedifference tosituations!If pharma wants to distinguish itself, it needs toshow first that it understands the way their direct(Rx)customers, health care providers are todevelop!
  23. 23. Key Customer Focus
  24. 24. Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first
  25. 25. Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development
  26. 26. Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer Centric
  27. 27. Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer Centric☑ Value Innovation in Proposition
  28. 28. Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer Centric☑ Value Innovation in Proposition☑  New ways to co-operate to better care
  29. 29. Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer Centric☑ Value Innovation in Proposition☑  New ways to co-operate to better care☑  Integrating classic, SalesMarketing and Medical
  30. 30. Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer Centric☑ Value Innovation in Proposition☑  New ways to co-operate to better care☑  Integrating classic, SalesMarketing and Medical☑  Integrated Business Cycles
  31. 31. Key Customer FocusA new commercial Approach for PharmaPutting (the right) customers first☑  Focused Development☑ Customer Centric☑ Value Innovation in Proposition☑  New ways to co-operate to better care☑  Integrating classic, SalesMarketing and Medical☑  Integrated Business CyclesEffective adaptationto different market conditions
  32. 32. Focus And CollaborationCustomer Centric
  33. 33. Focus And Collaboration• ThinkCustomer Centric
  34. 34. Focus And Collaboration• Think• What is going onCustomer Centric
  35. 35. Focus And Collaboration• Think• What is going on• With what can you helpto create better careCustomer Centric
  36. 36. Focus And Collaboration• Think• What is going on• With what can you helpto create better care• Pull resources togetherCustomer Centric
  37. 37. Focus And Collaboration• Think• What is going on• With what can you helpto create better care• What customers - how to select• Pull resources togetherCustomer Centric
  38. 38. Focus And Collaboration• Think• What is going on• With what can you helpto create better care• What customers - how to select• Take the journeystep by step• Pull resources togetherCustomer Centric
  39. 39. Focus And Collaboration• Think• What is going on• With what can you helpto create better care• What customers - how to select• Take the journeystep by step• Pull resources together• ActCustomer Centric
  40. 40. Focus And Collaboration• Think• What is going on• With what can you helpto create better care• What customers - how to select• Take the journeystep by step• Pull resources together• Act• Market intelligence• Added value• Align and Integrateinternal silo’s•SegmentationTargeting• Tactics andoperations• Develop partnershipCustomer Centric
  41. 41. Strategic Starting Points
  42. 42. Strategic Starting PointsCommodityTrap
  43. 43. Strategic Starting PointsCommodityTrapAddValue
  44. 44. Strategic Starting PointsCommodityTrapLow costpositionAddedValuepositionPricesMarket Top ValueAddValue
  45. 45. AddValue
  46. 46. AddValueThe general principle for business growthworks the same for pharmaceutical marketingCommoditiesSpecialtiesServicesExperiencesCompetitionClients’needsDifferentiatedPricesAlikeMarket Top ValueDesiredNot relevant
  47. 47. AddValue
  48. 48. AddValueCreate an integrated offeringFrom Product to Care
  49. 49. AddValueCreate an integrated offeringFrom Product to CareProduct Core1st layertherapy2nd layertherapy
  50. 50. AddValueCreate an integrated offeringFrom Product to CareRxDrug profilePharmaceuticaland pharma economicallyProduct Core1st layertherapy2nd layertherapyProductInformation onCharacteristics, features,functionality and effects
  51. 51. AddValueCreate an integrated offeringFrom Product to CareRxFocus on adequate usefor the individual patientin the right conditionDrug profilePharmaceuticaland pharma economicallyProduct Core1st layertherapy2nd layertherapyProductInformation onCharacteristics, features,functionality and effectsAugmented brandSupport, service bymarketing toolsthrough different channels
  52. 52. AddValueCreate an integrated offeringFrom Product to CareRxA. Professional Support fromHC professionals and othersfor the patientB. Cooperation and synergybetween co-actingcare providersFocus on adequate usefor the individual patientin the right conditionDrug profilePharmaceuticaland pharma economicallyProduct Core1st layertherapy2nd layertherapyProductInformation onCharacteristics, features,functionality and effectsAugmented brandSupport, service bymarketing toolsthrough different channelsValue propositionA. Patient oriented healthcare activities by HealthCare ProfessionalsB. Increasing HC effects byimprovement of care andhealth processes
  53. 53. The Chalkboard Sketch ofA new Commercial Market ApproachBasic Considerations.What market conditions,what tools,what applications?
  54. 54. Tools specifically:Access and Added ValueProfiling, segmentation, targetingSales teamsMultidisciplinary accountplan designEdetailing multi channel social mediaPartnership developmentThe Chalkboard Sketch ofA new Commercial Market ApproachBasic Considerations.What market conditions,what tools,what applications?
  55. 55. The new CommercialCycleof PharmaChalkboard SketchHealth Business ConsultInnovating the way we care
  56. 56. The new CommercialCycleof PharmaChalkboard SketchMarketConditionsHealth Business ConsultInnovating the way we care
  57. 57. The new CommercialCycleof PharmaChalkboard SketchMarketConditionsRX AccountsHealth Business ConsultInnovating the way we care
  58. 58. MarketConditionsRX AccountsHealth Business ConsultInnovating the way we care
  59. 59. MarketConditionsRX AccountsHealth Business ConsultInnovating the way we care
  60. 60. MarketConditionsRX AccountsHealth Business ConsultInnovating the way we careIndividual RxPhysicians
  61. 61. MarketConditionsRX AccountsHealth Business ConsultInnovating the way we careIndividual RxPhysicians
  62. 62. MarketConditionsRX AccountsHealth Business ConsultInnovating the way we careIndividual RxPhysiciansPromotion
  63. 63. MarketConditionsRX AccountsIndividual RxPhysiciansPromotion
  64. 64. MarketConditionsRX AccountsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?
  65. 65. MarketConditionsRX AccountsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enough
  66. 66. MarketConditionsRX AccountsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺
  67. 67. MarketConditionsRX AccountsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺
  68. 68. MarketConditionsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺
  69. 69. MarketConditionsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺RX decisionAccounts
  70. 70. MarketConditionsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺RX decisionAccounts
  71. 71. MarketConditionsIndividual RxPhysiciansPromotion#Costs ofmarketApproach?☹UP - If notfocused enoughDown! IfFocused rightly☺RX decisionAccountsDifferentiateFrom StandardIndividual PromotionToKey Customer Focus!!!
  72. 72. MarketConditionsDifferentiate approachesTo Key Customer Focus !Individual Rx promotionKEYAccounts•Fulfillment• Evaluating•Planning• Selecting• Managing
  73. 73. MarketConditionsDifferentiate approachesTo Key Customer Focus !Individual Rx promotionKEYAccountsMake Focus yourmain streamBusinessAPproach•Fulfillment• Evaluating•Planning• Selecting• Managing
  74. 74. MarketConditionsDifferentiate approachesTo Key Customer Focus !Individual Rx promotionKEYAccounts?What are thePoints of interventionto create focusMake Focus yourmain streamBusinessAPproach•Fulfillment• Evaluating•Planning• Selecting• Managing
  75. 75. • MarketConditionsDifferentiate To Key Customer FocusIndividual Rx promotion• What arethe points ofINterventionto createFocus ?KEyAccounts• Care &TherapyConditions• RxConditions• AccountConditions• Patients’Conditions
  76. 76. •Individual Rx promotion• MarketConditions• Care &TherapyConditions•RxConditions• AccountConditions• Patients’ConditionsKey FocusAccountsWhat tools to use?
  77. 77. •Individual Rx promotionROS• MarketConditions• Care &TherapyConditions•RxConditions• AccountConditions• Patients’ConditionsKey FocusAccountsWhat tools to use?
  78. 78. •Individual Rx promotionROIROS• MarketConditions• Care &TherapyConditions•RxConditions• AccountConditions• Patients’ConditionsKey FocusAccountsWhat tools to use?₷ $€ £¢ ¥
  79. 79. •Individual Rx promotion• Market Access•Account profiling•Segmentation & targetingFor quantity & quality!• Mutlidisciplinairy Designof Account PLans!• Account specificdevelopment ofpartnership!ROIROS• MarketConditions• Care &TherapyConditions•RxConditions• AccountConditions• Patients’ConditionsKey FocusAccounts• KAM, CRM andcLosed loop marketing• Multi channel management•Care Support Services•Social Media•Social Media•EhealthWhat tools to use?₷ $€ £¢ ¥•eDetailing• Standards oftreatment
  80. 80. •MarketConditionsKEyCustomers• Care &TherapyConditions•RxConditions• AccountConditions•Patients’Conditions
  81. 81. •MarketConditionsKEyCustomers• Care &TherapyConditions•RxConditions• AccountConditions•Patients’Conditions• Market Access
  82. 82. •MarketConditionsKEyCustomers• Care &TherapyConditions•RxConditions• AccountConditions•Patients’Conditions• Market Access& added value
  83. 83. We need a Market Approach
  84. 84. We need a Market Approach.. that selects , focuses and builds on the right customers
  85. 85. We need a Market Approach.. that selects , focuses and builds on the right customers1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”
  86. 86. We need a Market Approach.. that selects , focuses and builds on the right customers2 Segmentation and Targetingon both Potential and Quality Characteristics1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”
  87. 87. We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion2 Segmentation and Targetingon both Potential and Quality Characteristics1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”
  88. 88. We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/online/social media- multichannel management2 Segmentation and Targetingon both Potential and Quality Characteristics1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”
  89. 89. We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/online/social media- multichannel management- multidisciplinary accountdesign2 Segmentation and Targetingon both Potential and Quality Characteristics1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”
  90. 90. We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/online/social media- multichannel management- multidisciplinary accountdesign- tailormade propositions2 Segmentation and Targetingon both Potential and Quality Characteristics1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”
  91. 91. We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/online/social media- multichannel management- multidisciplinary accountdesign- tailormade propositions4 Development of Partnership2 Segmentation and Targetingon both Potential and Quality Characteristics1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”
  92. 92. We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/online/social media- multichannel management- multidisciplinary accountdesign- tailormade propositions4 Development of PartnershipFrom promotion via collaboration to cocreation2 Segmentation and Targetingon both Potential and Quality Characteristics1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”
  93. 93. We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/online/social media- multichannel management- multidisciplinary accountdesign- tailormade propositions4 Development of PartnershipFrom promotion via collaboration to cocreation2 Segmentation and Targetingon both Potential and Quality Characteristics1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”5 Integrated Care Support
  94. 94. We need a Market Approach.. that selects , focuses and builds on the right customers3 System of promotion- edetailing/online/social media- multichannel management- multidisciplinary accountdesign- tailormade propositions4 Development of PartnershipFrom promotion via collaboration to cocreation2 Segmentation and Targetingon both Potential and Quality Characteristics1 System of Market Access :Keyword: Localizing to local Rx committees“Guided Navigation”5 Integrated Care SupportAccount- Marketing en Medical management
  95. 95. .. that creates results just like these:
  96. 96. We need a Market Approach.. that selects , focuses and builds on the right customers
  97. 97. We need a Market Approach.. that selects , focuses and builds on the right customersSome Examples:Market AccessDetaile-DetailPromote& EngageConnect& InteractDevelop &CreateCo-CreateCo-OperateSegmentationTargetingPromotion Partnership
  98. 98. Market Access
  99. 99. Market Access- National & Regional & Local- Not just launch and registration- KOL - DMU ~ (in)formal- Committee’s (EDL - Standards)- Status Quo of Care- Profiles of markets- Org/Inst/DMU/Care Providers
  100. 100. Market Access- National & Regional & Local- Not just launch and registration- KOL - DMU ~ (in)formal- Committee’s (EDL - Standards)- Status Quo of Care- Profiles of markets- Org/Inst/DMU/Care Providers❍ MA = Pharma & Health Economy ≠ Promotion
  101. 101. Market Access- National & Regional & Local- Not just launch and registration- KOL - DMU ~ (in)formal- Committee’s (EDL - Standards)- Status Quo of Care- Profiles of markets- Org/Inst/DMU/Care Providers❍ Education and communications characteristics❍ MA = Pharma & Health Economy ≠ Promotion
  102. 102. Market Access- National & Regional & Local- Not just launch and registration- KOL - DMU ~ (in)formal- Committee’s (EDL - Standards)- Status Quo of Care- Profiles of markets- Org/Inst/DMU/Care Providers❍ Added valueDepending upon stage of development process❍ Education and communications characteristics❍ MA = Pharma & Health Economy ≠ Promotion
  103. 103. Market Access
  104. 104. Market AccessInternal Department“Heath Care Affairs”Working with marketing and Medical/KOL- mngmnt
  105. 105. Market AccessStimulating developments in the marketDepending on stage of process:Internal Department“Heath Care Affairs”Working with marketing and Medical/KOL- mngmnt
  106. 106. Market AccessStimulating developments in the marketDepending on stage of process:Internal Department“Heath Care Affairs”Working with marketing and Medical/KOL- mngmnt❍ Building relationship between Physicians & Pharmacists
  107. 107. Market AccessStimulating developments in the marketDepending on stage of process:Internal Department“Heath Care Affairs”Working with marketing and Medical/KOL- mngmnt❍ E.g.: innovation fund for local care providers❍ Building relationship between Physicians & Pharmacists
  108. 108. Rx AccountsSegmentation -Targeting
  109. 109. Rx AccountsSegmentation -Targeting
  110. 110. Individuals Networks AccountsDMU’sRx AccountsSegmentation -Targeting
  111. 111. Individuals Networks AccountsDMU’sNot just individuals,but their networks too,their accessibility and feasibility for successto You!Rx AccountsSegmentation -Targeting
  112. 112. “You don’t want to spend time and money in a lost case”
  113. 113. Profile and Classify“You don’t want to spend time and money in a lost case”Profile and Classify
  114. 114. Profile and Classify“You don’t want to spend time and money in a lost case”
  115. 115. Profile and ClassifyPotential:• Estimate of feasible volume of business with this account,i.e.: Factual numbers x Chance of Success“You don’t want to spend time and money in a lost case”
  116. 116. Profile and ClassifyPotential:• Estimate of feasible volume of business with this account,i.e.: Factual numbers x Chance of Success“You don’t want to spend time and money in a lost case”AND
  117. 117. Profile and ClassifyQuality of Account:Potential:• Estimate of feasible volume of business with this account,i.e.: Factual numbers x Chance of Success“You don’t want to spend time and money in a lost case”AND
  118. 118. Profile and ClassifyQuality of Account:• Quality of organization & organizational developmentPotential:• Estimate of feasible volume of business with this account,i.e.: Factual numbers x Chance of Success“You don’t want to spend time and money in a lost case”AND
  119. 119. Profile and ClassifyQuality of Account:• Quality of organization & organizational development• Quality of care provision and development of carePotential:• Estimate of feasible volume of business with this account,i.e.: Factual numbers x Chance of Success“You don’t want to spend time and money in a lost case”AND
  120. 120. Profile and ClassifyQuality of Account:• Quality of organization & organizational development• Quality of care provision and development of care• Quality of our relationship with this Account/DMUPotential:• Estimate of feasible volume of business with this account,i.e.: Factual numbers x Chance of Success“You don’t want to spend time and money in a lost case”AND
  121. 121. Segment 1 Segment 2Segment 3 Segment 4
  122. 122. Segment 1 Segment 2Segment 3 Segment 4Differentiate within a newsegmentation
  123. 123. Segment 1 Segment 2Segment 3 Segment 4Professional&Care ProfileAccountDifferentiate within a newsegmentation
  124. 124. Segment 1 Segment 2Segment 3 Segment 4RelationshipProfessional&Care ProfileAccountDifferentiate within a newsegmentation
  125. 125. Segment 1 Segment 2Segment 3 Segment 4DevelopRelationshipProfessional&Care ProfileAccountDifferentiate within a newsegmentation
  126. 126. Segment 1 Segment 2Segment 3 Segment 4Develop BuildRelationshipProfessional&Care ProfileAccountDifferentiate within a newsegmentation
  127. 127. Segment 1 Segment 2Segment 3 Segment 4Co-createDevelop BuildRelationshipProfessional&Care ProfileAccountDifferentiate within a newsegmentation
  128. 128. Segment 1 Segment 2Segment 3 Segment 4Co-create PartnerDevelop BuildRelationshipProfessional&Care ProfileAccountDifferentiate within a newsegmentation
  129. 129. Segment 1 Segment 2Segment 3 Segment 4Co-create PartnerDevelop BuildRelationshipProfessional&Care ProfileAccountDifferentiate within a newsegmentation
  130. 130. Develop your promotion
  131. 131. Develop your promotionCreate a path of developmentFrom (e)detailing to partnership
  132. 132. Develop your promotionCreate a path of developmentFrom (e)detailing to partnership
  133. 133. Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailCo-CreateCo-Operate
  134. 134. Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageCo-CreateCo-Operate
  135. 135. Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& InteractCo-CreateCo-Operate
  136. 136. Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& InteractDevelop &CreateCo-CreateCo-Operate
  137. 137. Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& Interact•Inform•EducateDevelop &CreateCo-Create•ShowCo-Operate•Demo
  138. 138. Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& Interact•Service•Share•Inform•Educate•CollaborateDevelop &CreateCo-Create•Support•ShowCo-Operate•Demo
  139. 139. Develop your promotionCreate a path of developmentFrom (e)detailing to partnershipDetaile-DetailPromote& EngageConnect& Interact•Service•Share•Inform•Educate•CollaborateDevelop &CreateCo-Create•Support•Co-Evaluate• Create IntegratedPatient Care• Create partnerships•ShowCo-Operate•Demo
  140. 140. Develop your promotionDetaile-DetailPromote& EngageConnect& InteractDevelop &CreateCo-CreateCo-Operate
  141. 141. Develop your promotionIn the course of this roadmapfrom (e)detailing to partnershipyou might want to:Detaile-DetailPromote& EngageConnect& InteractDevelop &CreateCo-CreateCo-Operate
  142. 142. Develop your promotionIn the course of this roadmapfrom (e)detailing to partnershipyou might want to:Detaile-DetailPromote& EngageConnect& InteractDevelop &CreateCo-CreateCo-Operate• Expand physicians’ internal relations withexternal ones through social media
  143. 143. Develop your promotionIn the course of this roadmapfrom (e)detailing to partnershipyou might want to:Detaile-DetailPromote& EngageConnect& InteractDevelop &CreateCo-CreateCo-Operate• Expand physicians’ internal relations withexternal ones through social media• Multi Channel ManagementUse different channels of communication
  144. 144. Develop your promotionIn the course of this roadmapfrom (e)detailing to partnershipyou might want to:Detaile-DetailPromote& EngageConnect& InteractDevelop &CreateCo-CreateCo-Operate• Expand physicians’ internal relations withexternal ones through social media• Multi Channel ManagementUse different channels of communication• Add mobile
  145. 145. EngagePromoteDevelop
  146. 146. Profiling DMU’sSegmentation&TargetingDMUManagementDevelopmentofPartnershipEngagePromoteDevelop
  147. 147. DevelopmentofPartnership
  148. 148. 4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationDevelopmentofPartnership
  149. 149. 4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationServiceOfferingSponsoringThese are ourservicesSponsor contract:Utilizing capacity,Experience and“know how”.DevelopmentofPartnership
  150. 150. 4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationServiceOfferingSponsoringCommitmentonmutual effortCooperation torealizegoalsImplementation Contract:Agreement at DMU level, on effort.These are ourservicesSponsor contract:Utilizing capacity,Experience and“know how”.DevelopmentofPartnership
  151. 151. 4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationServiceOfferingSponsoringCommitmentonmutual effortCooperation torealizegoalsImplementation Contract:Agreement at DMU level, on effort.These are ourservicesSponsor contract:Utilizing capacity,Experience and“know how”.DevelopmentofPartnership
  152. 152. 4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationCommitmentto jointResultsServiceOfferingSponsoringCommitmentonmutual effortDesignand realization oftailor madesolutionsContract to design and implementBased on customer knowledge,and in co-maker-ship.Cooperation torealizegoalsImplementation Contract:Agreement at DMU level, on effort.These are ourservicesSponsor contract:Utilizing capacity,Experience and“know how”.DevelopmentofPartnership
  153. 153. 4.Level ofIntegration3.PartnerLevel1.Level ofTransaction2.Level ofCooperationMulti party dealon HealthOutcomesCommitmentto jointResultsServiceOfferingSponsoringCommitmentonmutual effortTargetinghealthcareoutcomeswith morestakeholdersContract to integrated carewith more parties:outcome directed, long term,In development and improvement.Designand realization oftailor madesolutionsContract to design and implementBased on customer knowledge,and in co-maker-ship.Cooperation torealizegoalsImplementation Contract:Agreement at DMU level, on effort.These are ourservicesSponsor contract:Utilizing capacity,Experience and“know how”.DevelopmentofPartnership
  154. 154. Key Customer Focus Cycle
  155. 155. Key Customer Focus Cycle
  156. 156. Drs.A.R.J. Halkes MHArob.halkes@healthbusinessconsult.comP.O. Box 2925050 AG GoirleThe NetherlandsM +31 6 31 66 2595T http://www.twitter.com/rohalF http://www.facebook.com/rob.halkes L http://nl.linkedin.com/in/arjhalkes W www.healthbusinessconsult.com  

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