06/06/09 Power to the Patient?! Fonny Schenck, Across Health

Across Health: Customer innovation. Strategy & execution Fonny Schenck 20 years of pharma experience, 7 years in international CRM and ebusiness head of EMEA CRM strategy: 2004-2006; head of global CRM strategy 2006-2007 Across Health Focused on innovative customer-centric go-to-market approaches 15+ strong consultancy From strategy to implementation and success metrics/KPIs Unique offering in the industry Target customers Pharmaceuticals Devices & Diagnostics Consumer healthcare Hospitals Patient & professional associations International strategy Head office in Ghent (Belgium) Offices in Netherlands and New Europe Further international expansion ongoing Extensive experience in int’l CRM strategy - implementation - change mgt

Fonny Schenck

20 years of pharma experience, 7 years in international CRM and ebusiness

head of EMEA CRM strategy: 2004-2006; head of global CRM strategy 2006-2007

Across Health

Focused on innovative customer-centric go-to-market approaches

15+ strong consultancy

From strategy to implementation and success metrics/KPIs

Unique offering in the industry

Target customers

Pharmaceuticals

Devices & Diagnostics

Consumer healthcare

Hospitals

Patient & professional associations

International strategy

Head office in Ghent (Belgium)

Offices in Netherlands and New Europe

Further international expansion ongoing

Key trends in pharma

Growth of pharma market is declining...

Limited supply of new drugs...

Value pricing/health economics become key

Increasing price pressures for drugs on market

And patent expiration hits real hard...

REAL hard (US example)

The new environment has a strong impact on the traditional go-to-market model

From push to pull...full-fledged CRM enters the scene

But also other stakeholders need to be included... Patients No longer rely on guidance from physician alone Payers Government healthcare spending pressure More proactive management of formularies Legislative support for lower-cost generics Physicians & GPs Prescription monopoly under erosion Access increasingly crowded Purchasing consortia taking on negotiation role Nurses From passive to active influencing role Extended prescription formulary Pharmacists Expanded generic substitution powers (Fr, Ger) Payers Pharmacists Nurses Patients Physicians & GPs PharmaCos

Patients

No longer rely on guidance from physician alone

Payers

Government healthcare spending pressure

More proactive management of formularies

Legislative support for lower-cost generics

Physicians & GPs

Prescription monopoly under erosion

Access increasingly crowded

Purchasing consortia taking on negotiation role

Nurses

From passive to active influencing role

Extended prescription formulary

Pharmacists

Expanded generic substitution powers (Fr, Ger)

The only constant is change...

A view from a pharma leader

Patient CRM

Novartis sees the web as key for its patient strategy

Patient eCRM opportunities... ATTRACT CONVERT RETAIN

And the key platform is the Web...

The internet is creating more “prosumers” than ever before.. In the past 12 months, have you researched health, medical or nonprescription drug information online, for yourself or someone else? The French ehealth market (2006) N = 603 Base: All Respondents

In the past 12 months, have you researched health, medical or nonprescription drug information online, for yourself or someone else?

...and is often the preferred source The Internet is considered the easiest source, the preferred source, the most influential source, etc. N = 567 Base: Use Specific Sources

The Internet is considered the easiest source, the preferred source, the most influential source, etc.

Disease awareness sites work...

Example of e-call pages

Survey set-up An online questionnaire is put on 8 action-oriented pages for schizophrenia and bipolar ( ie. e-calls) when exiting the page . Qualified respondents (patients & caregivers) were asked to complete the pop-up questionnaire (T1) and to opt-in for a re - contact survey (T2) , sent out by e-mail, 4 weeks later . Anonymized and aggregated data , which were extrapolated to a 12-month period, was reported back after the re-contact survey . t 1 2 3

Compliance issues

The value of compliance

Compliance programs

Compliance programs work... www. ican .co. uk (Lundbeck - Cipralex)

The big picture W e b 2 . 0

Consumers are using Web 2.0 Forrester Research, April 2007, Trends “Social Technographics ® ”

The Amazon way “ W e take funds that might otherwise be used to shout about our service, and put those funds into improving our service . That ’ s the philosophy we've taken from the beginning. If you do build a great experience, customers tell each other about it. Word of mouth is very powerful. ”

“ W e take funds that might otherwise be used to shout about our service, and put those funds into improving our service . That ’ s the philosophy we've taken from the beginning. If you do build a great experience, customers tell each other about it. Word of mouth is very powerful. ”

Social Networking Similar to MySpace, Facebook Like a personal web page with links to “friends” For patients – development of condition- related communities Patientslikeme.com MyCancerPlace.com Personal web pages Forums, polls, resources, galleries dailystrength.org Healthcare social networking

Similar to MySpace, Facebook Like a personal web page with links to “friends”

For patients – development of condition- related communities

Patientslikeme.com

MyCancerPlace.com

Personal web pages

Forums, polls, resources, galleries

dailystrength.org

Healthcare social networking

patientslikeme.com (ATTRACT stage) With estimates from 5,0004 to 15,0005 monthly unique visitors, this fledgling 3-yr.-old website’s symptom search connects communities of patients and collected knowledge about user-supplied shared symptoms. Users meet patients with the same afflictions and are able to communicate, share progress, and collectively discover the answer to questions. Caregivers share experiences and other medical professionals give advice as guests. Currently only centered on 3 groups of diseases (ALS, MS, Parkinson’s), but plans to expand in the coming months. The pleasant user interface contains bright, clear buttons and sections. Member profile pages are clean and easy to view. The forum requires registration for viewing/commenting.

With estimates from 5,0004 to 15,0005 monthly unique visitors, this fledgling 3-yr.-old website’s symptom search connects communities of patients and collected knowledge about user-supplied shared symptoms. Users meet patients with the same afflictions and are able to communicate, share progress, and collectively discover the answer to questions. Caregivers share experiences and other medical professionals give advice as guests. Currently only centered on 3 groups of diseases (ALS, MS, Parkinson’s), but plans to expand in the coming months.

The pleasant user interface contains bright, clear buttons and sections. Member profile pages are clean and easy to view. The forum requires registration for viewing/commenting.

sugarstats.com (RETAIN stage) SugarStats allows diabetics to track glucose levels, medication, physical activity, et al. to create trends and analytics that can be shared with other members, friends and family. The site utilizes email, the web, and sharp, colorful graphs to give diabetics tools to enhance and supplement (or replace) their pen-and-paper record- keeping. Giving users multiple modes by which to record their vital stats ensures that essential personal information about diabetes factors remains digitally near at all times.

SugarStats allows diabetics to track glucose levels, medication, physical activity, et al. to create trends and analytics that can be shared with other members, friends and family.

The site utilizes email, the web, and sharp, colorful graphs to give diabetics tools to enhance and supplement (or replace) their pen-and-paper record- keeping. Giving users multiple modes by which to record their vital stats ensures that essential personal information about diabetes factors remains digitally near at all times.

dailystrength.com Many support groups counsel the distressed, with an emphasis on journal writing as a means to cope with pain, isolation, and depression. Supporting the site’s primary vehicle of user expression, a 2003 study is cited showing reduction of pain and increased likelihood of recovery from cancer in those who kept regular journals. These entries consequently are touchstones for fellow readers, who in turn rate what they read. Participants are also encouraged to upload photos and videos to their wellness journals, with top-rated journals and videos featured on the home page. Lots of facial emoticons within the more than 500 communities (emphasis on mood- sharing and sending eHugs), plus countless reviews of treatments, keep the journal pages outward-looking and interconnected.

Many support groups counsel the distressed, with an emphasis on journal writing as a means to cope with pain, isolation, and depression. Supporting the site’s primary vehicle of user expression, a 2003 study is cited showing reduction of pain and increased likelihood of recovery from cancer in those who kept regular journals.

These entries consequently are touchstones for fellow readers, who in turn rate what they read. Participants are also encouraged to upload photos and videos to their wellness journals, with top-rated journals and videos featured on the home page.

Lots of facial emoticons within the more than 500 communities (emphasis on mood-

sharing and sending eHugs), plus countless reviews of treatments, keep the journal pages outward-looking and interconnected.

More power to the patient