What can healthcare learn from the transformation which have taken place in other industries? What is the potential of digital for the pharmaceutical companies of tomorrow?

1. New Business Models, Patient
Empowerment, and the End of the
Sales Force Era

2. Business model?
How a company creates, delivers
and monetizes value

3. New business models

4. Diagnosing
Healthcare
Industry
changes
•
•
•
•
•
•
Patent
cliff
Standardiza/on
of
products
Aging
popula/on
and
soaring
healthcare
cost
Demand
for
personalized
medicine;
Pay
for
outcomes
“20%
of
US
doctors
will
no
longer
accepts
visits
by
sales
reps”
Approval
process
length;
Development
/me
Digital
adop4on
•
•
•
Remote
care
and
monitoring
is
catching
up
HCPs
use
from
3
to
12
hours
online
globally
for
professional
purposes
Pa/ents
are
more
likely
to
call
Dr.
Google
than
the
family
doctor

5. Medical Tricorder
Science Fiction?

6. Reality...

7. We
are
in
the
middle
of
RE-INVENTING
almost
everything
in
healthcare
through
the
use
of
digital.

8. +
100.000
new
conversa4on
start
every
month
e.g.
within
diabetes,
COPD,
CNS,
etc*’
Let’s Call Dr.
Pa/ents
more
likely
to
go
online
than
call
their
doctor*
*ManhaPan
Research,
2012.
**
Radian
6
stats
2012
70-­‐80%
of
user
sessions
start
on
Google*
21%
of
pa/ents
bring
up
online
info
during
consulta/on

9. Reality...
Focus Groups & Trial
Recruitment
Our access to patient insights
will radically change pharmaceutical companies’
messaging, product development and go-to-market
plans

10. How We Communicate
With Patients

11. How HCPs Interact
With Each Other

12. How We
Communicate
With HCPs
•
•
41%
of
EU
physicians
are
interested
in
remote
eDetailing
Major
reason
for
non-­‐par/cipa/on
is
due
to
lack
of
invita/on*
*ManhaPan
Research,
2012.

13. The Nature Of HCPs
*Worldone,
2012

14. These were smaller things…

15. At the center in a
perfectly transparent
and perfect market is:
the value you deliver to
the (end) customer:
Patient centricity

16. Long term competitive
advantage lies with
the ability to deliver
beyond the
pharmacological solution

17. Through changing
patient behaviour

18. Only technology can influence behavior
real time, all the time

19. Conclusion
Digital as integral part of
your business model

20. So What Can You Do Today?
Awareness
Bring
digital
to
forefront
of
product
development,
prelaunch
and
launch
Promote
integrated
digital
strategy
Educate
internally
on
global
best
prac/ces
and
trends
in
digital
healthcare

21. THE BIG HAIRY PREDICTION

22. In 10 years,
the biggest pharmaceutical company
will be a
tech company

23. Vertic’s business model
•
•
•
•
•
•
•
•
•
•
•
•
•
Digital
IQ
(customer
insight)
Digital
compe/tor
analysis
Digital
strategy
Mobile
&
e-­‐details
App
development
Pa/ent
communica/on
HCP
communica/on
KOL
&
expert
forum
Event
pladorms
and
apps
Sem/Seo
Sales
training
Video
produc/on
Business
development

24. Digital Strategy
& Concept
LinkedIn Marketing
Solutions
User Experience
Virtual
Environments
What we do
Mobile
Digital
Brand IQ
Engagement
Platforms
Demand
Generation

25. Global
Award Winning
Our Mission
independent digital advertising agency
founded in 2002, with offices in New York,
Copenhagen and Singapore & Seattle
solutions based on blending core strategic
competencies, creative, interaction-design and
content to build 360° channel solutions
is to build provide industry leaders with interactive
solutions to build their brands and create optimal
customer experiences across all relevant channels

26. Contact
Mads Petersen
President APAC
mpetersen@ver/c.com