The Customer-Driven Pharma Business
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Healthcare and Pharmaceuticals markets are being transformed by new business models and new players who think differently. Time to move from product to customer, and rethink what matters in order to ...

Healthcare and Pharmaceuticals markets are being transformed by new business models and new players who think differently. Time to move from product to customer, and rethink what matters in order to win today and tomorrow ...

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The Customer-Driven Pharma Business Presentation Transcript

  • 1. the customer driven pharma business Peter Fisk explores what it means to be customer driven in the pharma business … for leaders, strategy,+genius innovation and marketing +genius
  • 2. Welcome to my world! Purpose Becoming a customer-driven business Passion People Being a customer-driven Leader Performance+genius
  • 3. Welcome to my world!+genius
  • 4. “Hey! I’m your customer …Yes, a real person, a human being … +genius
  • 5. “Hey! I’m your customer …Yes, a real person, a human being …I have my needs and wants, to get through the day,and to achieve my objectives.But I also have my hopes, dreams and ambitions.For too long you have treated me as a name or number.You group me into what you call a segment,or sometimes just a mass market.But I’m not prepared to tolerate that anymore. I am me.Don’t treat me like somebody else.Sometimes I might be very similar to others,but I can also be very different and discerning.In the old world, I realise I didn’t have much choice.I needed you more than your needed me.But things have changed. Now I have the power.Now I’m in control. You need me, more than I need you.It’s time you started doing businesson my terms …” +genius
  • 6. 1984 +genius
  • 7. A revolution began+genius
  • 8. The fall of giants+genius
  • 9. 1998+genius +genius
  • 10. disruption+genius +genius
  • 11. Customer power +genius
  • 12. Changing markets+genius innovation+genius
  • 13. change+genius
  • 14. 2005 +genius
  • 15. 2005 +genius
  • 16. CRISIS +genius
  • 17. opportunity +genius
  • 18. Customer power +genius
  • 19. Apple 1984 Charlie’s Finger $900,000 $0 6 months 6 minutes 50 million 580 million +genius +genius
  • 20. VUCA WORLD +genius
  • 21. VolatileUncertain ComplexAmbiguous +genius
  • 22. VibrantUnREALCrazyAstounding +genius
  • 23. CHANGE +genius
  • 24. uncertaintyTwo turbulent years ... +genius
  • 25. hope +genius
  • 26. +genius IDEAS
  • 27. Customer world+genius
  • 28. +genius +genius Customer world
  • 29. +genius
  • 30. West East +genius
  • 31. West EastBig Small +genius
  • 32. West East Big SmallBusiness Customer +genius
  • 33. West East Big SmallBusiness Customer Mass Niche +genius
  • 34. West East Big SmallBusiness Customer Mass NicheVolume Value +genius
  • 35. Here’s to tHe crazy ones ... “Times of turbulence are the mostThe misfits. The rebels.The troublemakers. exciting times ... becauseThe round pegs in the square holes.The ones who see things differently. everything changes”Theyre not fond of rules.And they have no respect for the status quo.You can praise them, disagree with them,quote them, disbelieve them,glorify or vilify them.About the only thing you cant do isignore them.Because they change things.+genius
  • 36. iPod born in a recession 2001 MTV born in a recession 1981 Microsoft born in a recession 1975 HP born in a recession GEborn in a 1929recession 1876 +genius
  • 37. PARADOX +genius
  • 38. Mobility +genius
  • 39. CONTENT +genius
  • 40. RELEVANCE +genius
  • 41. NETWORKS +genius
  • 42. networks +genius
  • 43. +genius RENTAL
  • 44. DRAMATIC +genius
  • 45. FRUGAL +genius
  • 46. SUSTAINABLE +genius
  • 47. Future proofed +genius
  • 48. FROM PUSH ... $ $+genius ... To pull
  • 49. FROM few ...+genius ... To many
  • 50. connecting+genius
  • 51. RELATIONSHIPSMore CAPABLE +genius
  • 52. +genius Participative
  • 53. +genius
  • 54. Social INFLUENCE1 2 3 +genius
  • 55. HUMAN +genius
  • 56. +genius EXPERIENCES
  • 57. magical+genius
  • 58. +geniusSeeing things differently Customer broader view Business Business narrow narrow view view Business Customer © GeniusWorks 2012. All rights reserved.
  • 59. +genius
  • 60. Most innovative Pharma companies+genius
  • 61. LIFE TECHNOLOGies Genome for $1000 90% cheaper+genius
  • 62. LIFE TECHNOLOGies +genius
  • 63. ROCHE Genentech+genius
  • 64. ROCHE Genentech Customised pharma $735m by 2015+genius
  • 65. WUXI PHARMATECH+genius
  • 66. WUXI PHARMATECH Outsourced Pharma R&D for everyone+genius
  • 67. Cleveland Clinic+genius
  • 68. Cleveland Clinic - 40% complaints +55% satisfaction+genius
  • 69. Epocrates +genius
  • 70. Epocrates 45% US Doctors $93m REvenue+genius
  • 71. Patients like me +genius
  • 72. Patients like me100,000 members1200 conditions +genius
  • 73. zocdoc+genius
  • 74. zocdoc$75m investment Now in 15 cities +genius
  • 75. VOXIVA+genius
  • 76. VOXIVA 100000 membersEncouraging HEALTH
  • 77. Pharma world+genius
  • 78. Value creation +genius
  • 79. Future world
  • 80. +genius
  • 81. Future world +genius
  • 82. Future world+genius
  • 83. the customer driven pharma business Peter Fisk explores what it means to be customer driven in the pharma business … for leaders, strategy,+genius innovation and marketing +genius
  • 84. Purpose Becoming a customer-driven business Passion+genius
  • 85. +genius
  • 86. A+F, selling clothes? +genius
  • 87. +genius
  • 88. +genius
  • 89. … selling sex+genius
  • 90. +geniusSeeING things differently Customer broader view Business Business narrow narrow view view Business Customer © GeniusWorks 2012. All rights reserved.
  • 91. “i don’t want a drill”+genius
  • 92. “i don’t want an MP3 PLayer” +genius
  • 93. “i don’t want a coffee” +genius
  • 94. “i don’t want drUgs” +genius
  • 95. Who are our customers? +genius
  • 96. Doctors Specialists Pharmacists Funders Governments Patients Public Media+genius
  • 97. What matters most to them? +genius
  • 98. +geniusCustomer insight Energisers “Aspirations” “Distinguishers” What would excite me? Enablers “Wants” “Differentiators” What do I want to be able to do? Essentials “Needs” What is necessary and expected? “Must Dos” © GeniusWorks 2012. All rights reserved.
  • 99. +genius
  • 100. What could GSK uniquely enable them to do? +genius
  • 101. +genius
  • 102. +genius
  • 103. +genius Customer context Enablement context Application context Functional context© GeniusWorks 2012. All rights reserved.
  • 104. +genius
  • 105. So what is our purpose as a business? +genius
  • 106. CEMEX “People are builders. They build to educate, to heal, to shelter and comfort families. They build to connect with each other, to share their art and knowledge for the benefit of humanity. Everything people build requires strength to weather the forces of nature and time. It requires a solid foundation. By helping people to solve their building challenges in communities around the world, we are a vital part of that foundation. Our products are everywhere, from the smallest villages to the largest cities – linking communities, providing shelter, and enabling society’s sustainable growth. As a global industry leader, Cemex will continue building a better world for the next 100 years”+geniusme+genius
  • 107. CEMEX “People are builders. They build to educate, to heal, to shelter and comfort families. They build to connect with each other, to share their art and knowledge for the benefit of humanity. Everything people build requires strength to weather the forces of nature and time. It requires a solid foundation. By helping people to solve their building challenges in communities around the world, we are a vital part of that foundation. Our products are everywhere, from the smallest villages to the largest cities – linking communities, providing shelter, and enabling society’s sustainable growth. As a global industry leader, Cemex will continue building a better world for the next 100 years”+genius
  • 108. +geniusINSPIRING PURPOSE© GeniusWorks 2012. All rights reserved.
  • 109. Let’s make a really simple movie … +genius
  • 110. a movie of our purpose Scene 1. Awakening .... introduce the “hero” … who, what, why exploring the ambition, enabling the impossible Scene 2. Adversity .... enter the “villain” … who, what, why find a way to overcome the challenges Scene 3. Achievement … bring to a climax, the battle, the twist, … how our hero made the world a better place+genius
  • 111. the customer driven pharma business Peter Fisk explores what it means to be customer driven in the pharma business … for leaders, strategy,+genius innovation and marketing +genius
  • 112. People Being a customer-driven leader Performance+genius
  • 113. Most pharma companies Customer-driven companies think conventionally think different© GeniusWorks 2012 +genius +genius
  • 114. Most pharma companies Customer-driven companies think conventionally think different Different Relevant Functional Emotional Features Stories Push Pull Products Propositions Sales Experiences© GeniusWorks 2012 +genius +genius
  • 115. it’s aboUt yoU +genius
  • 116. Management Leadership Providing focus Inspiring peopleMaking decisions Creating directionDelivering results Encouraging action +genius
  • 117. +genius +genius
  • 118. Try it out yourself Talk with consumers in depth Observe them in everyday situationsLearn from complaints and online forumsUse qualitative and quantitative research consumer immersion+genius
  • 119. consumer immersionConnect & Develop Design Thinking +genius
  • 120. 60% Profits growth+genius
  • 121. Customer-driven leadership Heads down Heads up Inside out Outside in Leading by control Leading by inspiration Managing the steady-state Managing sustained growth Ensuring consistency Catalyst of change Reserved and controlling Passionate and energising Cautious and corporate Open and personal Overseeing work Doing work Managing hierarchically Facilitating communities Process and tasks Knowledge and innovation Doing what always done Embracing ideas from outside Enforcing regulations Reinventing the rules Products and transactions People and relationships Evaluating past performance Supporting future performance Generating more sales Creating extraordinary value+genius
  • 122. Coach Conscience Catalyst Connector Communicator+genius
  • 123. Inspire people to Engage people in Facilitate bringing Enable people to Ensuring people think different your vision people together achieve more do the right thing 20 20 20 20 20 15 15 15 15 15 10 10 10 10 10 5 5 5 5 5 0 0 0 0 0 Manage for Inform people Aggregate what Direct people to Doing anything to consistency of actions individuals do complete tasks deliver results+genius
  • 124. How well am I doing at the 5Cs of leadership? +genius
  • 125. Customer-driven leadership What should we stop? What should we do better? What should we start?+genius
  • 126. 1+genius Have purpose
  • 127. 2+genius open your mind
  • 128. 3+genius Be human
  • 129. 4 Have A sense of purpose+genius BEWARE VOICES
  • 130. 5+genius inspire followers
  • 131. 6+genius play jazz
  • 132. 7+genius Be a little crazy
  • 133. Peter Fisk is a “gamechanger”… making sense of incredible change in every markets and sector, learning from the next generation of brands and business, digital and physical, large and small … provoking and enabling you to innovate and win in the exciting new world of business. He is a bestselling author and inspirational speaker, combining the most inspiring ideas and practical action, and an in-demand advisor to business leaders around the world. Peter leads GeniusWorks, a strategic innovation business based in London and Budapest, Istanbul and Dubai, that works with senior management to “see things differently” – to develop and implement more inspired strategies for brands, innovation and marketing. Gamechanger is a strategy accelerator for leadership teams, Innolab is a facilitated innovation process based on deep customer insights and creative thinking, and BrandOptima is a platform to develop better brands and brand portfolios. His next book is The Gamechangers …about the new generation of businesses - from Alibaba to Zipcars, Aberchrombie to Zynga - who are transforming markets with bolder brands, smarter innovation and clever marketing. They play by different rules, embracing the growth of emerging markets and power of digital networks, human design and social entrepreneurship, and they win with better results. His previous books include Creative Genius brings together entrepreneurs and artists, rockstars and rockets scientists, in "the essential guide to innovation for leaders, visionaries, and border crossers". Marketing Genius explores the left and right-brain approaches to competitive success (translated into 35 languages), Customer Genius describes how to build a customer-centric business, Business Genius is about inspired leadership and strategy, whilst People Planet Profit explains how to grow, and be good. Peter grew up in the remote farming community of Northumberland, in the North East of England, and after exploring the world of nuclear physics, joined British Airways at a time when it was embarking upon becoming “the world’s favourite airline” with roles in sales, marketing and brand development. He went on to work with many of the world’s leading companies, helping them to grow more profitably by becoming more customer-centric in their structure, operations and leadership. He works across sectors, encouraging business leaders to take a customer perspective, and learning from different types of experiences. His clients include American Express and Aeroflot, Coca Cola and Cooperative Bank, HSBC and Lastminute.com, Marks & Spencer and Microsoft, O2 and Orange, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone.peterfisk@peterfisk.com@geniusworks He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest marketingwww.theGeniusWorks.com organisation. He led the strategic marketing consulting team of PA Consulting Group, was MD of Brand Finance and partner of The Foundation, before founding his own business, the Genius Works. He was recently described by Business Strategy Review as “one of the best new business thinkers” and is in+genius demand around the world as an expert advisor and energising speaker.
  • 134. +genius