Preparing for Combat on the Pharma Battlefield

“ Business isn’t like combat; business is combat … There are winners and losers… To win, you must be absolutely prepared.” ─ James D. Murphy, U.S. Air Force F-15 Fighter Pilot & author “Business is Combat: A Fighter Pilot’s Guide to Winning in Modern Business Warfare”

“ Business isn’t like combat; business is combat … There are winners and losers… To win, you must be absolutely prepared.”

─ James D. Murphy, U.S. Air Force F-15 Fighter Pilot & author “Business is Combat: A Fighter Pilot’s Guide to Winning in Modern Business Warfare”

Why? Identify the most dangerous attack or defense strategies of the competition. Identify how you can effectively block or preempt competitor actions. War Gaming

Identify the most dangerous attack or defense strategies of the competition.

Identify how you can effectively block or preempt competitor actions.

When? new product launch shifts in strategic direction periods of category or industry-wide change entry of new competitor up against strong and aggressive competition War Gaming

new product launch

shifts in strategic direction

periods of category or industry-wide change

entry of new competitor

up against strong and aggressive competition

The Art of Business War Gaming Many methodologies exist but seven core principles drive success.

Many methodologies exist but seven core principles drive success.

Core Principle #1 Define the mission objective and put it into a concise statement. Is it clear, attainable, and understood by all stakeholders?

Define the mission objective and put it into a concise statement.

Core Principle #2 Deliver a briefing that includes specific instructions and garners buy-in. Do stakeholders understand and buy-in to who is expected to do what, when, & how?

Deliver a briefing that includes specific instructions and garners buy-in.

Core Principle #3 Make competitive intelligence and situational awareness part of everyone’s role. Is your CI customized to help end users execute the mission? Is it timely? Is everyone staying alert and contributing?

Make competitive intelligence and situational awareness part of everyone’s role.

Core Principle #4 Anticipate all credible threats and competitor attack strategies. What type of threat does your competitor pose? What are their likely attack strategies? For example…

Anticipate all credible threats and competitor attack strategies.

Guerrilla War Attack Strategy Surprise attack. Gain market share by targeting and winning over select physician and/or patient segments.

Surprise attack. Gain market share by targeting and winning over select physician and/or patient segments.

Frontal Assault Attack Strategy Direct attack. Take market share from leader using product, marketing, or outcomes superiority.

Direct attack. Take market share from leader using product, marketing, or outcomes superiority.

Flanking Maneuver Attack Strategy Indirect attack. Gain market share while minimizing likelihood of counter-attack by targeting uncontested area, price, or redefine existing category.

Indirect attack. Gain market share while minimizing likelihood of counter-attack by targeting uncontested area, price, or redefine existing category.

Core Principle #5 Plan against worst-case and likely scenarios. Have you considered all what-ifs? What is your contingency plan for each scenario?

Plan against worst-case and likely scenarios.

Core Principle #6 Rely on simulations and role-playing to understand the competition and work out decisions. What is the competition’s view of the situation? What are they worried/not worried about?

Rely on simulations and role-playing to understand the competition and work out decisions.

Core Principle #7 Debrief. Do it while you’re fresh, go into detail, and ID next steps. What lessons have been learned? How will those learnings be applied?

Debrief. Do it while you’re fresh, go into detail, and ID next steps.

“ I’m Ready to take aim with YOU! Give me a call and let’s get started today” Donna Vetter Healthcare Marketing and Communications Service Provider 1-480-225-2214 [email_address]