The Business WorkShop Inc.
                                                                1


                           ...
The Business Workshop Inc.
                                                                2

Our Mission
• We build econo...
Why We Exist
                                                                3
    Our Reason for Being

 We believe that...
Key Phrases That Define What We Do
                                                                4

                    ...
Self Care is our Expertise and Focus
                                                                5

         We focus ...
Our Marketing for Value™ Process
                                                                6



        Marketing fo...
From Health Care to Self Care: Consumer Trends and
                                       Forces Impacting Industry

     ...
Consumers are Changing Dramatically: Who, What, Why?

        The changing Healthcare landscape is and will continue at an...
Self Care – What is it?
                                             Why Does it Matter?


   Self Care is the range of o...
CONSUMERS ARE MOVING FORWARD AND CHANGING….ARE YOU?
                                                                10



...
Force # 1
                                                                11


        Healthcare systems are broken, need...
Force # 2
                                                                12



         Boomers and the general aging pop...
Force # 3
                                                                13


       Healthcare experts are no longer the...
Force # 4
                                                                14

     Technology will be just as critical as ...
Force # 5
                                                                15

    Lifestyle management and the desire for ...
The Self Care Continuum

           Pure self care                                                             Pure medica...
The Pillars of Self Care


            Health                            Prevention        Diagnostics   Health Restoratio...
Do you understand desired consumer
                          behaviour changes?
                                          ...
Our Opportunity Discovery Framework
                                                                19
                   ...
Consumer Behaviour Change : Self Care Framework
                                                                      20
 ...
Opportunity!
                                                                  21




                                    ...
Who are influencing your consumers’
                               behaviour?
                                            ...
“People influence each others in teams. But they influence each other even
beyond personal interaction. Research has indic...
Influencer Considerations
                                                                24




                         ...
Influence Mapping – Scoring Process

                                                                                     ...
Influencer Ranking
140




120




100




80




60




40




20




  0
             26
Influence Map
                                                                 27
                      Medical
          ...
Strategic Implications
                                                            28
   Target Consumer Behaviour        ...
Do you know your value drivers and how
               they impact your financial outcomes?
                               ...
VALUE DRIVER ANALYSIS™
                                                                30

                       V A L U ...
Finding Value Drivers

   Marketing Value Driver Definition
          Value Drivers are the crucial organizational capabi...
Value Driver Options


Growth
              Investments to Build Value
Drivers



              Investments to Lower Costs...
Value Drivers – Example



           Value Driver                               Application        How Value is Created

...
Marketing Value Drivers – Example Template
                                                                               ...
Strategic Scenario Analysis
                                                                35


                     Gene...
Scenario Impact Analysis - 1 year Impact

                                         Issue: New Product Launch Alternatives
...
Ten Year View of Financial Analysis

             2009        2010          2011        2012        2013         2014     ...
More About The Business Workshop Inc.

      Senior Marketing Practitioners
  
      Experts on Health Care, Self Care, a...
Our Mission
                                                                39

                                       W E...
THE BUSINESS WORKSHOP INC.
                                                                40

                           ...
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Tbwi Self Care Opportunity Model Apr 09

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A new way to discover and leverage opportunities in Self Care for Pharmaceutical, Medical Device, Food, OTC/Self Medication and Health Promotion and Health Retail industries.

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Tbwi Self Care Opportunity Model Apr 09

  1. 1. The Business WorkShop Inc. 1 WE HELP YOU DISCOVER AND LEVERAGE OPPORTUNITIES IN SELF CARE ! The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  2. 2. The Business Workshop Inc. 2 Our Mission • We build economic value • Our Marketing for value™ philosophy enables the right strategic decisions for a better financial future Our Business Philosophy Marketing for Value is both a philosophy and a process. Marketing for Value is the process that drives our Self Care opportunity development. It is what we do to create value in Self Care for our clients. It is a system that ensures we successfully address the issues and the project objectives. Marketing for Value was created because in today’s fast and furious business world nobody can afford to make ill informed decisions. Getting on the right path – the path to greater economic value – is what MFV was born to do. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  3. 3. Why We Exist 3 Our Reason for Being  We believe that Health is Wealth. We believe that whether you speak with someone who has been sick, the care givers of the sick or  even those who have not been through the journey of illness, most have an attitude that is centred on well-being. We believe that every person has the right to live and feel better whatever the situation and health  condition exist. We believe that across people’s life stage, they will experience health conditions that they hope to  prevent, improve, enhance, diagnose and restore and recover. We believe that through time, people will desire to take better control of their health in collaboration  with both people and technology. We believe that as people adapt a deeper sense of responsibility , behaviour change goals toward  enabling themselves to have full control of their health, the products and services they use will change. We believe that people hope and desire to live life to its fullest.  We believe we can bridge businesses to the evolving consumers.  The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  4. 4. Key Phrases That Define What We Do 4 Marketing is a value driver not a cost centre! Self Care Added Value should be a quantitative term, not a qualitative term! We find the link between Marketing and Cash Flow. mfV Is your marketing profitable? mfV IS EMBEDDED INTO OUR SELF CARE EXPERTISE ! The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  5. 5. Self Care is our Expertise and Focus 5 We focus on discovering and leveraging opportunities in Self Care. We focus on the issue(s) that can significantly affect value We focus on the consumer not the product We focus on what is creating value – which consumers, what consumer behaviour change, which influencers, which activities…. We use a financially based decision making tool. Marketing for Value.... Makes Tough Decisions Easier! The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  6. 6. Our Marketing for Value™ Process 6 Marketing for Value is the process that drives our Self Care opportunity development. Our Marketing for Value process is centred on understanding the Self Care consumer as it applies to our client situation. It is digging to find the answers to how the desired consumer behavior change can be uncovered, articulated, put into the proper frame of reference, and used to develop the solutions that will discover and leverage opportunities in Self Care. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  7. 7. From Health Care to Self Care: Consumer Trends and Forces Impacting Industry Tomorrow: Self Care being Today: Self Care being adopted adopted more aggressively and by by the early adopters a larger group As the Health Care System shrinks, by necessity, Self Care is forced on even the less willing Consumer Self Care Health Care Consumer Self Growing Fast System – Care Growing Situation (unstoppable) Fast Critical (unstoppable) (unstoppable) Industry forces New Thinking Industry - Limited New Thinking drive more Knowledge of Required to consumers Translated to Forces at Play in find new new growth and patients Health Care System growth and Consumer to adopt Self opportunities opportunities Behaviour Change Care. There is an urgent need for progressive companies to understand and leverage the changing landscape The 7 Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  8. 8. Consumers are Changing Dramatically: Who, What, Why? The changing Healthcare landscape is and will continue at an accelerated pace to transformation of all industries and business that deal with consumers’ and patients’ health. The Healthcare is facing enormous challenges due to economic sustainability, aging demographics, steep rise in chronic diseases, growing healthcare costs and most importantly, increasing change in consumer behaviour. There is an emerging power shift and consumers are now taking control of their health. The result is an emerging industry called Self Care. • Industries for the most part are ignoring new consumer healthcare behaviour changes. •Shift in consumption away from traditional • Many industries continue to stick to their healthcare solutions traditional capabilities, competencies, categories • Payers and governments are cutting healthcare and segments. • Governments are slow in providing support to costs due to sustainability issues. • More diverse influencers to health choices. enable mass adoption of Self Care. • Less control of Primary care practitioners • Healthcare systems are used to the “treatment” • New products and services from convergence of mindset, finding it challenging to switch to Self industries (Food and Natural Health Products, Care. Pharmaceuticals and Self Medication, etc) • Traditional medical interventions are integrated with Complementary and Alternative therapies. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  9. 9. Self Care – What is it? Why Does it Matter?  Self Care is the range of options and activities that individuals embark on to maintain and enhance health, prevent disease, evaluate symptoms, and restore health  Either alone or in collaboration with health care professional(s) Opportunity or Obligation? The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  10. 10. CONSUMERS ARE MOVING FORWARD AND CHANGING….ARE YOU? 10 THE EVOLVING CONSUMER “ I make the choice” Reactive Consumer Proactive Consumer Consumer Behaviour Change Through Life Stages The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  11. 11. Force # 1 11 Healthcare systems are broken, needs structural repair and restoration of public trust. “America’s Health Care system is in crisis precisely because we systematically neglect wellness and prevention”. US Senator Tom Harkin, 2005. The global economic crisis has fundamentally put a stall on many long- pending healthcare reforms across most developed nations. The sustainability of public and private health spending is at risk as a result of the ripple effects of economic uncertainty. Gaps in care must be filled to address public support and trust. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  12. 12. Force # 2 12 Boomers and the general aging population are redefining the healthcare systems. Demands for immediate, better, more affordable, far advanced and collaborative care are now expected. The aging consumer and patient will continually seek ways to be enabled to take a proactive stance when it comes to their health. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  13. 13. Force # 3 13 Healthcare experts are no longer the sole decision providers, consumers and patients find other partners to support their health goals. Recent studies revealed that generally women who experience some health aberrations turn to the internet first for some basic information. Then they seek support of family and friends before they schedule a visit to their primary care providers. Consumers and patients will no longer be satisfied with one or two Self Care decision support, they will require informed networks that are as wide and far. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  14. 14. Force # 4 14 Technology will be just as critical as medicines are to illness to enable Self Care. An emerging Health 2.0 has enabled technology to play a pivotal role in healthcare as it allows the participation of multiple stakeholders to inform, educate, diagnose, prevent, and manage various aspects of health across manifold functions and systems. Recent studies reported that the Internet has become the fastest growing source of health information and facilitator of support networks. While there are still many aspects of technology’s health application that need to be streamlined, its impact on consumers’ desire to proactively manage their health cannot be diminished. Consumers and patients will continue to seek technology enabled information, interface with support systems for the exchange of information and services at an accelerated pace. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  15. 15. Force # 5 15 Lifestyle management and the desire for consumer and patient behaviour change are at the centre of Self Care. In the last few years, many options and choices for prevention, health enhancement, evaluation and treatment were introduced to the consumers and patients. The range of new approaches and interventions were sweeping and consumers and patients eagerly tried many of them. If they are generally healthy, they will engage in activities that will enhance and maintain their health. If they are ill, they know there are things to take beyond medications, when they are vulnerable and at risk, they will seek interventions to prevent diseases. They will not take chances on their future. Consumers and patients will adopt vital modifications in their attitudes and behaviour toward the achievement of their health goals. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  16. 16. The Self Care Continuum Pure self care Pure medical care Individual Abdicated responsibility responsibility The self care continuum Daily Self-managed Long-term Compulsory choices ailments conditions Medical Care Lifestyle Minor Acute Major ailments conditions trauma Healthy living Minor aliments Long-term conditions In-hospital care The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  17. 17. The Pillars of Self Care Health Prevention Diagnostics Health Restoration Primary Enhancement Secondary Tertiary The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  18. 18. Do you understand desired consumer behaviour changes? 18 The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  19. 19. Our Opportunity Discovery Framework 19 CONSUMER – CENTRIC HEALTH INDUSTRY – CENTRIC SELF CARE OTC – SELF MEDICATION BEHAVIOUR CATEGORY CHANGE PERFORMANCE GEOGRAPHY & CHANNEL THE EVOLVING CONSUMER MERGERS & ACQUISITIONS EVOLVING HISTORICAL & STATIC The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  20. 20. Consumer Behaviour Change : Self Care Framework 20 Appeal, Relevance Importance Awareness of Social Afford- Health Support ability Condition/Problem Acces- CONSUMER ibility Influencers Awareness of BEHAVIOUR Motivational Drivers/Barriers Severity Self Efficacy/ Personal Risks Capability Awareness of Outcome Cause Expect- ation Readiness to… LISTEN, ACKNOWLEDGE, ACCEPT and ACT The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  21. 21. Opportunity! 21 What trends enable markets to grow faster and bigger (enablers, new or converging technologies, environment and societal change) Where can you make a How can you make a difference difference? (capabilities, know-how, (unmet, unserved,or competencies, processes latent consumer needs) and leveragable assets) The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  22. 22. Who are influencing your consumers’ behaviour? 22 The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  23. 23. “People influence each others in teams. But they influence each other even beyond personal interaction. Research has indicated that people can influence each other out to at least three degrees of separation.” David Wolfe, Ageless Marketing 23
  24. 24. Influencer Considerations 24 TRUST Ranking Ease of Prioritization Multiple Source of Information Access Influencers Quantification Web Power and Attitude Interest Complexity Impact The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  25. 25. Influence Mapping – Scoring Process Influence Mapping - Rating of Influencer Groups - Example Input in Yellow Boxes Only There are 3 categories of inputs Criteria for Influencer Rating - Against Target Consumer - Criteria, influencer, and score Criteria Description Usage Percent of people that use that specific influencer - eg 22% of consumers go to the doctor for information Credibility/Trust Percent of those influenced who believe the influencer is a credible resource Percent of Influencers who have the ability to create instant Impact decision Percent of time this influencer can become an influencer very quickly without Short vs Long Term much effort Sphere of Influence Percent of Influencers in the group that can influence in large numbers Percent of influencer group that are clear advocates of the brand (or could be with proper informaton) - Note: 0 represents Attitude a brand killer Cost Percent of money relative to the cost of Mass 1 Mass Score 2 Friends and Family Score 3 Trade/In-store Score 4 Health Web Sites Score Usage 1 Usage 1 Usage 1 Usage 1 Credibility/Trust 0.3 Credibility/Trust 0.3 Credibility/Trust 0.3 Credibility/Trust 0.3 Impact 0.4 Impact 0.4 Impact 0.4 Impact 0.4 Short vs Long Term 0.5 Short vs Long Term 0.5 Short vs Long Term 0.5 Short vs Long Term 0.5 Sphere of Influence 0.6 Sphere of Influence 0.6 Sphere of Influence 0.6 Sphere of Influence 0.6 Attitude 0.7 Attitude 0.7 Attitude 0.7 Attitude 0.7 Cost 0.9 Cost 0.9 Cost 0.9 Cost 0.9 Total 22.68 Total 22.68 Total 22.68 Total 22.68 Health Media - 5 Gov't Web Sites Score 6 Blogs Score 7 Traditional Score 8 Doctors Score Usage 1 Usage 1 Usage 1 Usage 1 Credibility/Trust 0.3 Credibility/Trust 0.3 Credibility/Trust 0.3 Credibility/Trust 0.3 Impact 0.4 Impact 0.4 Impact 0.4 Impact 0.4 Short vs Long Term 0.5 Short vs Long Term 0.5 Short vs Long Term 0.5 Short vs Long Term 0.5 Sphere of Influence 0.6 Sphere of Influence 0.6 Sphere of Influence 0.6 Sphere of Influence 0.6 Attitude 0.7 Attitude 0.7 Attitude 0.7 Attitude 0.7 Cost 0.9 Cost 0.9 Cost 0.9 Cost 0.9 Total 22.68 Total 22.68 Total 22.68 Total 22.68 25
  26. 26. Influencer Ranking 140 120 100 80 60 40 20 0 26
  27. 27. Influence Map 27 Medical Journals Thought Leaders Mass In-Store Doctors Blogs Health Gov’t Websites User Webs Other Friends CME HCPs and ites Family Peer Groups Professional Health – TV, and Other Magazines, Dieti PR Associations cians Newspapers Company Materials The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  28. 28. Strategic Implications 28 Target Consumer Behaviour Leverage on consumers’ desire to …… Frame of Reference The big category is…. Claims, Messaging and Point of Differentiate by leveraging on…… Differentiation Influencer Priorities Seek support and confirmation first from experts ….. Establish credentials across all identified influencers. Influencer Engagement and Early engagement of …… Relationship Building Communication Vehicles Professional Education Industy collaboration Consumer Groups Mass The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  29. 29. Do you know your value drivers and how they impact your financial outcomes? 29 The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  30. 30. VALUE DRIVER ANALYSIS™ 30 V A L U E D R I V E R A N A LY S I S I D E N T I F I E S S T R AT E G I E S , A P P R O A C H E S , B R A N D O R C O M PA N Y C A PA B I L I T I E S T H AT D I R E C T LY I M PA C T E C O N O M I C V A L U E . The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  31. 31. Finding Value Drivers  Marketing Value Driver Definition Value Drivers are the crucial organizational capabilities, strategies or activities giving the firm  competitive advantage and therefore positively influence financial outcomes Value Drivers are ideally aligned to corporate structure, strategy, and capabilities  Value Drivers are relevant to the corporation or business unit and when positivity driving  value are unique individually or in combination as drivers or in how they are applied Value Drivers impact Cash Flow   Value Drivers Discovery Process Consumer understanding  Company successes and failures and reasons why (complete business understanding and  analysis) Management interviews and/or workshops  The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  32. 32. Value Driver Options Growth Investments to Build Value Drivers Investments to Lower Costs Cost or Create Efficiency Improved Value Drivers Divestment in Value Destruction Financial Reduce Capital Cost Drivers
  33. 33. Value Drivers – Example Value Driver Application How Value is Created Creates barrier to Company Mission 1. Science competition Share w Peers Leveragable in marketing Based Share w Media Allows Price Premium Science backed (profitable) The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  34. 34. Marketing Value Drivers – Example Template Value Value Sales Cost – Performance Comments Strategic Options Implications to Value Application How Value Created Rank Impact Direct Rating (based based on Value Strategies (against Driver is Created (Time (judged) (Time and on value Drivers Period) issue) Period) Indirect created) (Time Period) •Company mission •Creates barrier to Add new, unique claim and Science Based 1 4 •Proof competition back up claim with science, •Share w Peers •Leveragable in proprietary science where •Share w Media marketing possible •science backed •Allows Price Premium (profitable)
  35. 35. Strategic Scenario Analysis 35 Generating strategic options is one thing…… Choosing the BEST option is entirely different The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  36. 36. Scenario Impact Analysis - 1 year Impact Issue: New Product Launch Alternatives Assumption Inputs NPD1 NPD2 NPD3 NPD4 NPD5 Share Increase - Pts 5 4 0 4 0 Market Decrease - % 50 50 0 25 0 Cannibalization - % 35 35 0 35 0 Distribution - % 0 0 0 0 30 HH Penetration % 0 20 0 20 0 Current 2007 NPD1 NPD2 NPD3 NPD4 NPD5 Sales $47,434 $46,967 $45,201 $47,434 $47,832 $44,518 Gross Profit - % 79.0% 79.0% 79.0% 79.0% 79.0% 79.0% Gross Profit - $ $41,822 $41,411 $39,857 $41,822 $42,172 $39,518 GP Difference -$411 -$1,965 $0 $350 -$2,304 36
  37. 37. Ten Year View of Financial Analysis 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Total NPD1 $47,434 $47,434 $40,234 $38,724 $38,724 $35,774 $33,403 $33,403 $33,403 $33,403 $381,936 1 2 4 3 NPD2 $47,434 $44,484 $37,284 $35,774 $34,265 $31,315 $28,943 $22,943 $22,943 $22,943 $328,328 4 1 2 2 4 3 5 NPD3 $47,434 $47,434 $40,234 $40,234 $40,234 $37,284 $34,912 $34,912 $34,912 $34,912 $392,503 1 4 3 NPD4 $47,434 $47,434 $40,234 $38,724 $38,724 $35,774 $33,403 $33,403 $33,403 $33,403 $381,936 1 2 4 3 NPD5 $44,518 $44,518 $44,518 $44,518 $44,518 $44,518 $44,518 $37,318 $37,318 $37,318 $423,577 1 1 2 3 4 5 6 Action Comp Launch CL Next Generation Price Decrease Cost Increase Endorse Impact 90% 20% 5% 50% 50% 37
  38. 38. More About The Business Workshop Inc. Senior Marketing Practitioners  Experts on Health Care, Self Care, and Women's Health   Internationally published study on Women's health  Internationally published articles on Self Care  Focus of 20 years of marketing service Senior Marketing roles with P&G, Novartis, Warner Lambert  Strategic Development work with J&J, Nycomed, Pfizer, GSK, CVT, Ryvita, Uncle Bens, etc  Partnership with Prof. Robert Shaw , Value Based Forum, UK - based Organization  Global Network Partner, Nicholas Hall & Company  We build economic value.  Our Marketing for value™ philosophy enables the right strategic decisions for a better financial future. We discover and leverage opportunities in Self Care. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  39. 39. Our Mission 39 W E B U I L D E C O N O M I C VA LU E . O U R M A R K E T I N G F O R VA LU E ™ P H I LO S O P H Y E N A B L E S T H E R I G H T S T R AT E G I C D E C I S I O N S F O R A B E T T E R FINANCIAL FUTURE. The Business WorkShop Inc.™ 2008 Confidential – Do not copy .
  40. 40. THE BUSINESS WORKSHOP INC. 40 G R A C E @ T H E - B U S I N E S S - W O R K S H O P. C O M B O B @ T H E - B U S I N E S S - W O R K S H O P. C O M 905.315.5044 T H E - B U S I N E S S - W O R K S H O P. C O M 4145 NORTH SERVICE ROAD BURLINGTON, ON L7L 6A3 The Business WorkShop Inc.™ 2008 Confidential – Do not copy .

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