Entreprise numerique panorama 2013 cedhys

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Curtain raiser to an association of Pharma & Healthcare CIO's in France on the Digital Enterprise - covers multichannel communications, digital excellence, change management...

Curtain raiser to an association of Pharma & Healthcare CIO's in France on the Digital Enterprise - covers multichannel communications, digital excellence, change management...

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  • 1. Entreprise  Numérique   Panorama  2013   24/01/2013     Présentateurs:   Lionel  Reichardt  (Pharma  Geek)   Sven  Awege  (Pharma  Strategic)  
  • 2. Lionel  Reichardt  PharmaGeek  +  Dir.  Dév.  CMS   +  Sven  Awege     >20  years  professional  experience   Digital  «  business  »  pioneer  since  the  90’s.     Pharma  experience  in  Sales,  Mktg,   Finance,  &  MulW-­‐channel…   …  in  France  and  Europe!    
  • 3. Entreprise  through  Wme  
  • 4. hZp://www.duperrin.com  
  • 5. Pharma’s  macro  dynamics  Drivers:   Consequences:  •  Governments  are  broke   •  Margins  are  geeng  smaller  •  Patent  cliffs  –  Top  10  Pharma   (pressure  to  change  the  model)   companies  facing  end  of  protecWon   –  Sales  force  downsizing   on  40%  of  TO  in  next  3  years   –  R&D  and  «  Support  »  funcWons  being  •  Low  hanging  fruit  have  gone  –  end  of   outsourced  or  smart-­‐sourced   the  «  blockbuster  »  era   •  Markets  are  geeng  smaller  •  HCP  demographics  &  pressures   –  «  Personalised  medicine  »   driving  down    sales  rep  access   –  niche  markeWng  &  sales  •  Ubiquitous  informaWon  &  lobbying   •  Ethics,  compliance  and  legal   from  tradiWonal  &  new  players   driving  business  decisions   (paWents  &  caregivers)   –  Need  to  train,  monitor  &  control  •  Transparency  &  Liability     (big  fines  &  jail  sentences)   •  The  pyramid  is  inverWng   –  need  to  engage,  rather  than  push  •  Technology  is  again  enabling  change     Pharma  messages  &  interests   (mobile,  cloud,  social  media,  big  data)  
  • 6. Governments  are  broke  
  • 7. EXHIBIT 3: Pharma companies have announced significant moves to capture savings The industry reacted with cost structure changes and revised projections upwards as EXAMPLES the downturn progressed Announce- ment period Financial impact Q1 2007 • Annual $1.5 - 2.0 bn from 2008 Q1 2009 • Reduction in adjusted total costs of $3 bn by the end of 2011* Q1 2010 • $4 - 5 bn in cost savings by the end of 2012 Q1 2007 • $900 mn from 2010 Q1 2009 • Estimated to reach $2.5 bn in savings per year (up from 1.4 bn) with $2.1 bn before 2010, and the balance by 2013 Q1 2010 • Announcement of reducing its workforce by another 10,400 jobs over the next four years, target annual saving of $1.9 bn Q3 2007 • Annual pre-tax cost savings of $1.3 - 1.6 bn Q4 2009 • Annual pre-tax cost savings of $1.4 - 1.7 bn when fully implemented in 2011, with $800-900 mn expected in 2010 Q4 2008 • Cumulative pretax savings of $3.8 - 4.2 bn from 2008 to 2013 Q1 2010 • $3.5 bn synergy from SP acquisition by end of 2012 Q1 2009 • $2.5 bn in annual productivity cost savings and cost avoidance by 2012 Q4 2007 •Annual pre-tax cost savings of $1.4 bn by 2010 Q1 2009 •Annual savings of $2.7 bn (£1.7 bn) by 2011 Q1 2010 •Cumulative savings of £2.2 bn by 2012, £1.5 bn by end of 2010 * includes Wyeth acquisition SOURCE: Companies’ Annual Reports and websites, press releases, McKinsey analysisMAKING FUTURE BETS NOWPharmacos must show discipline in reducing cost in a world of accelerating anduncertain cost containment. However, we believe that this is also the time to build Pharma’s  are  cost  cuBng  for the longer term. Down cycles typically create new industry leaders. In previousrecessions, dynamic challengers who seized the initiative have triumphed overincumbents. For example, in the 1998–2002 downturn, more than 40 per cent of
  • 8. US  DOJ  Fines   (Units:  BILLIONS)  RegulaCon  is  hot:  Big,  BIG  fines!  
  • 9. The  tradiConal  model  is  already  changing  
  • 10. Why  is  “digital”  important?   10  
  • 11. Apparte  :  les  Digitari   Les  "Digira,"  se  caractérisent  par  des  inves,ssements   significa,fs  en  forma,on  et  communica,on  pour  faire   partager  leur  vision  dans  le  numérique.  Elles  adaptent  leur   gouvernance  aux  spécificités  du  numérique,  développent  les   compétences  internes  dans  ce  domaine  et  favorisent  les   rela,ons  entre  les  équipes  mé,ers  et  les  équipes   technologiques.  Elles  se  dis,nguent  aussi  par  une  démarche   fondée  sur  quelques  priorités  clairement  iden,fiées.    Source  :  "The  Digital  Advantage  :  How  digital  leaders  outperform  their  peers  in  every  industry«    CAPGEMINI/MIT  
  • 12. Jacques  Lucas  -­‐  CitaWon      «  On  voit  bien  sur  l’ensemble  des  résultats  de  ceDe   première  enquête  les  bénéfices  que  les  technologies   mobiles  apportent  concrètement  pour  faciliter  les  exercices   des  médecins,  ce  qui  est  plus  que  jamais  nécessaire  »        Jacques  Lucas,  Vice-­‐président  du  CNOM,  Délégué   général  aux  Technologies  de  l’InformaWon  et     de  la  CommunicaWon  (TIC)  en    santé    
  • 13. Le  digital  et  la  pharma  :  France   Media Investments 2006 2011 2 859 921 K€ 3 119 764 K€ Source : CSD Promotion
  • 14. Digital  budget  14%  of  MarkeWng   (big  picture  vs  France)  Source : Digital Barometer 2012 (Across Health)
  • 15. Breaking  the  silos   •  Current  macro-­‐dynamics  è  change  is  necessary   •  Digital  is  a  big  part  of  the  soluWon   •  IT  has  a  unique  cross-­‐funcWonal  posiWon  to   facilitate  change  and  leverage  true  value  across   the  main  silos:   –  Sales   –  MarkeWng   –  Medical  (Med  Info,  MedEd  &  even  R&D)   •  Each  silo  has  unique  but  complementary  needs  
  • 16. Channel  opportuniWes  Sales/account   Mktg/Customer   Medical  management/ Insights  agent   •  Clinical  Trials  crowd  Pharma   •  CLM   sourcing  spokesperson   •  Social  CRM   •  Big  data  analyWcs  •  Tablets   •  KOL  mapping  &   management   •  MulW-­‐media  •  Web  conferences   •  MulW-­‐channel   communicaWons  •  Widgets   management   –  Web  conferencing  •  CRM/Social  CRM   •  Social  Media     –  MedInfo  vimeo  •  Campaign   channel   management   (MR  –  listening)   –  MedEd  portal….   triggering  (eMail,   •  S.Media  engagement   SD,  MedInfo.  etc.)   •  Big  data   •  Social  business  •  Porpolio   •  Knowledge   management   Management  •  Social  business   •  Social  business  
  • 17. Know  the  value  of  your  channels   *Fic,ve  example  –  case  by  case  development  needed  
  • 18. Master  your  Bread  &  BuZer  channels...  
  • 19. …but don’t forget the newer channels too!From content gatekeeper … … to provider of content, services, tools and platforms for discussion“We publishers are just throwing the party... we have to hope people will turn up and chat” FT.com, 2009
  • 20. Keep  nimble  by  tapping  into  social   media  and  social  business   Increase  producCvity   •  Faster  communicaCon   •  Wider  reach   •  Passion  vs  job  descripCon  
  • 21. Mary  Meeker:  The  State  of  the  Web  
  • 22. Re-imagination of Pharma?
  • 23. Where  to  now?  How  many  of  your  companies  have  guidelines,    best-­‐pracWces  or  policies  for  these  channels:    •  Sales  force  ✓  •  Congresses  ✓  •  Websites  ?  (probably)  •  3rd  party  sites  ?  (maybe)  •  InteracWve  videos  ?  (maybe)  •  eMail  ?  •  eDetailing  ?  •  Social  Media  ?  (personal  and  professional  use)  •  Mobile  ?  
  • 24. •  Not  an  agency  (no  ready  «  soluWons  ») ✗  •  Subject  MaZer  Expert  ✓  •  Personalized  support  ✓  How  can  I  help?