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the customer driven            pharma                        business                  Peter Fisk explores what it means t...
Welcome to                                   my world!          Purpose       Becoming a     customer-driven         busin...
Welcome to          my world!+genius
“Hey! I’m your customer …Yes, a real person, a human being …                                      +genius
“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 achie...
1984       +genius
A revolution began+genius
The fall of giants+genius
1998+genius   +genius
disruption+genius      +genius
Customer power                 +genius
Changing markets+genius     innovation+genius
change+genius
2005       +genius
2005       +genius
CRISIS         +genius
opportunity         +genius
Customer power   +genius
Apple 1984    Charlie’s Finger  $900,000    $0  6 months    6 minutes 50 million   580 million                            ...
VUCA WORLD             +genius
VolatileUncertain  ComplexAmbiguous            +genius
VibrantUnREALCrazyAstounding             +genius
CHANGE    +genius
uncertaintyTwo turbulent years ...                          +genius
hope  +genius
+genius          IDEAS
Customer world+genius
+genius  +genius            Customer world
+genius
West   East              +genius
West   EastBig    Small              +genius
West        East  Big       SmallBusiness   Customer                    +genius
West        East  Big       SmallBusiness   Customer Mass       Niche                    +genius
West        East  Big       SmallBusiness   Customer Mass       NicheVolume      Value                    +genius
Here’s to tHe crazy ones ...  “Times of turbulence are the mostThe misfits. The rebels.The troublemakers.  exciting times ...
iPod                                                 born in a                                                 recession  ...
PARADOX     +genius
Mobility           +genius
CONTENT     +genius
RELEVANCE            +genius
NETWORKS      +genius
networks   +genius
+genius          RENTAL
DRAMATIC           +genius
FRUGAL     +genius
SUSTAINABLE   +genius
Future proofed   +genius
FROM PUSH ...          $                         $+genius         ... To pull
FROM few ...+genius        ... To many
connecting+genius
RELATIONSHIPSMore CAPABLE                  +genius
+genius          Participative
+genius
Social INFLUENCE1        2    3                    +genius
HUMAN        +genius
+genius          EXPERIENCES
magical+genius
+geniusSeeing things differently                                            Customer                                      ...
+genius
Most innovative Pharma companies+genius
LIFE TECHNOLOGies             Genome for $1000             90% cheaper+genius
LIFE TECHNOLOGies +genius
ROCHE Genentech+genius
ROCHE Genentech          Customised pharma          $735m by 2015+genius
WUXI PHARMATECH+genius
WUXI PHARMATECH          Outsourced Pharma          R&D for everyone+genius
Cleveland Clinic+genius
Cleveland Clinic          -    40% complaints          +55% satisfaction+genius
Epocrates       +genius
Epocrates          45% US Doctors          $93m REvenue+genius
Patients like me              +genius
Patients like me100,000 members1200 conditions                        +genius
zocdoc+genius
zocdoc$75m investment Now in 15 cities                         +genius
VOXIVA+genius
VOXIVA    100000 membersEncouraging HEALTH
Pharma world+genius
Value creation            +genius
Future world
+genius
Future world           +genius
Future world+genius
the customer driven            pharma                        business                  Peter Fisk explores what it means t...
Purpose       Becoming a     customer-driven         business                          Passion+genius
+genius
A+F, selling clothes?                  +genius
+genius
+genius
… selling sex+genius
+geniusSeeING things differently                                            Customer                                      ...
“i don’t want a drill”+genius
“i don’t want an MP3 PLayer”                               +genius
“i don’t want a coffee”                          +genius
“i don’t want drUgs”                       +genius
Who are our customers? +genius
Doctors   Specialists   Pharmacists   Funders      Governments    Patients       Public      Media+genius
What matters most to them? +genius
+geniusCustomer insight                                                Energisers   “Aspirations”                         ...
+genius
What could GSK uniquely enable them to do? +genius
+genius
+genius
+genius   Customer context                                           Enablement                                           ...
+genius
So what is our purpose as a business? +genius
CEMEX            “People are builders. They build to educate, to heal, to shelter and            comfort families.        ...
CEMEX          “People are builders. They build to educate, to heal, to shelter and          comfort families.          Th...
+geniusINSPIRING PURPOSE© GeniusWorks 2012. All rights reserved.
Let’s make a really simple movie … +genius
a movie of our purpose          Scene 1. Awakening ....                     introduce the “hero” … who, what, why         ...
the customer driven            pharma                        business                  Peter Fisk explores what it means t...
People                       Being a                   customer-driven                        leader     Performance+genius
Most pharma companies   Customer-driven companies     think conventionally         think different© GeniusWorks 2012      ...
Most pharma companies    Customer-driven companies     think conventionally          think different            Different ...
it’s aboUt yoU                 +genius
Management           Leadership Providing focus      Inspiring peopleMaking decisions     Creating directionDelivering res...
+genius   +genius
Try it out yourself           Talk with consumers in depth    Observe them in everyday situationsLearn from complaints and...
consumer immersionConnect & Develop              Design Thinking                          +genius
60% Profits growth+genius
Customer-driven leadership     Heads down                    Heads up     Inside out                    Outside in     Lea...
Coach               Conscience              Catalyst            Connector            Communicator+genius
Inspire people to   Engage people in   Facilitate bringing   Enable people to   Ensuring people   think different      you...
How well am I doing at the 5Cs of leadership? +genius
Customer-driven leadership                 What should we stop?                 What should we do better?                 ...
1+genius          Have purpose
2+genius          open your mind
3+genius          Be human
4          Have A sense of purpose+genius                BEWARE VOICES
5+genius          inspire followers
6+genius          play jazz
7+genius          Be a little crazy
Peter Fisk is a “gamechanger”… making sense of incredible change in every markets and sector,                          lea...
+genius
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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 win today and tomorrow ...

Published in: Business, Education

Transcript of "The Customer-Driven Pharma Business"

  1. 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. 2. Welcome to my world! Purpose Becoming a customer-driven business Passion People Being a customer-driven Leader Performance+genius
  3. 3. Welcome to my world!+genius
  4. 4. “Hey! I’m your customer …Yes, a real person, a human being … +genius
  5. 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. 6. 1984 +genius
  7. 7. A revolution began+genius
  8. 8. The fall of giants+genius
  9. 9. 1998+genius +genius
  10. 10. disruption+genius +genius
  11. 11. Customer power +genius
  12. 12. Changing markets+genius innovation+genius
  13. 13. change+genius
  14. 14. 2005 +genius
  15. 15. 2005 +genius
  16. 16. CRISIS +genius
  17. 17. opportunity +genius
  18. 18. Customer power +genius
  19. 19. Apple 1984 Charlie’s Finger $900,000 $0 6 months 6 minutes 50 million 580 million +genius +genius
  20. 20. VUCA WORLD +genius
  21. 21. VolatileUncertain ComplexAmbiguous +genius
  22. 22. VibrantUnREALCrazyAstounding +genius
  23. 23. CHANGE +genius
  24. 24. uncertaintyTwo turbulent years ... +genius
  25. 25. hope +genius
  26. 26. +genius IDEAS
  27. 27. Customer world+genius
  28. 28. +genius +genius Customer world
  29. 29. +genius
  30. 30. West East +genius
  31. 31. West EastBig Small +genius
  32. 32. West East Big SmallBusiness Customer +genius
  33. 33. West East Big SmallBusiness Customer Mass Niche +genius
  34. 34. West East Big SmallBusiness Customer Mass NicheVolume Value +genius
  35. 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. 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. 37. PARADOX +genius
  38. 38. Mobility +genius
  39. 39. CONTENT +genius
  40. 40. RELEVANCE +genius
  41. 41. NETWORKS +genius
  42. 42. networks +genius
  43. 43. +genius RENTAL
  44. 44. DRAMATIC +genius
  45. 45. FRUGAL +genius
  46. 46. SUSTAINABLE +genius
  47. 47. Future proofed +genius
  48. 48. FROM PUSH ... $ $+genius ... To pull
  49. 49. FROM few ...+genius ... To many
  50. 50. connecting+genius
  51. 51. RELATIONSHIPSMore CAPABLE +genius
  52. 52. +genius Participative
  53. 53. +genius
  54. 54. Social INFLUENCE1 2 3 +genius
  55. 55. HUMAN +genius
  56. 56. +genius EXPERIENCES
  57. 57. magical+genius
  58. 58. +geniusSeeing things differently Customer broader view Business Business narrow narrow view view Business Customer © GeniusWorks 2012. All rights reserved.
  59. 59. +genius
  60. 60. Most innovative Pharma companies+genius
  61. 61. LIFE TECHNOLOGies Genome for $1000 90% cheaper+genius
  62. 62. LIFE TECHNOLOGies +genius
  63. 63. ROCHE Genentech+genius
  64. 64. ROCHE Genentech Customised pharma $735m by 2015+genius
  65. 65. WUXI PHARMATECH+genius
  66. 66. WUXI PHARMATECH Outsourced Pharma R&D for everyone+genius
  67. 67. Cleveland Clinic+genius
  68. 68. Cleveland Clinic - 40% complaints +55% satisfaction+genius
  69. 69. Epocrates +genius
  70. 70. Epocrates 45% US Doctors $93m REvenue+genius
  71. 71. Patients like me +genius
  72. 72. Patients like me100,000 members1200 conditions +genius
  73. 73. zocdoc+genius
  74. 74. zocdoc$75m investment Now in 15 cities +genius
  75. 75. VOXIVA+genius
  76. 76. VOXIVA 100000 membersEncouraging HEALTH
  77. 77. Pharma world+genius
  78. 78. Value creation +genius
  79. 79. Future world
  80. 80. +genius
  81. 81. Future world +genius
  82. 82. Future world+genius
  83. 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. 84. Purpose Becoming a customer-driven business Passion+genius
  85. 85. +genius
  86. 86. A+F, selling clothes? +genius
  87. 87. +genius
  88. 88. +genius
  89. 89. … selling sex+genius
  90. 90. +geniusSeeING things differently Customer broader view Business Business narrow narrow view view Business Customer © GeniusWorks 2012. All rights reserved.
  91. 91. “i don’t want a drill”+genius
  92. 92. “i don’t want an MP3 PLayer” +genius
  93. 93. “i don’t want a coffee” +genius
  94. 94. “i don’t want drUgs” +genius
  95. 95. Who are our customers? +genius
  96. 96. Doctors Specialists Pharmacists Funders Governments Patients Public Media+genius
  97. 97. What matters most to them? +genius
  98. 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. 99. +genius
  100. 100. What could GSK uniquely enable them to do? +genius
  101. 101. +genius
  102. 102. +genius
  103. 103. +genius Customer context Enablement context Application context Functional context© GeniusWorks 2012. All rights reserved.
  104. 104. +genius
  105. 105. So what is our purpose as a business? +genius
  106. 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. 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. 108. +geniusINSPIRING PURPOSE© GeniusWorks 2012. All rights reserved.
  109. 109. Let’s make a really simple movie … +genius
  110. 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. 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. 112. People Being a customer-driven leader Performance+genius
  113. 113. Most pharma companies Customer-driven companies think conventionally think different© GeniusWorks 2012 +genius +genius
  114. 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. 115. it’s aboUt yoU +genius
  116. 116. Management Leadership Providing focus Inspiring peopleMaking decisions Creating directionDelivering results Encouraging action +genius
  117. 117. +genius +genius
  118. 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. 119. consumer immersionConnect & Develop Design Thinking +genius
  120. 120. 60% Profits growth+genius
  121. 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. 122. Coach Conscience Catalyst Connector Communicator+genius
  123. 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. 124. How well am I doing at the 5Cs of leadership? +genius
  125. 125. Customer-driven leadership What should we stop? What should we do better? What should we start?+genius
  126. 126. 1+genius Have purpose
  127. 127. 2+genius open your mind
  128. 128. 3+genius Be human
  129. 129. 4 Have A sense of purpose+genius BEWARE VOICES
  130. 130. 5+genius inspire followers
  131. 131. 6+genius play jazz
  132. 132. 7+genius Be a little crazy
  133. 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. 134. +genius
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