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Roche Diagnostics

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  • 1. ROCHE DIAGNOSTICS LINKING CUSTOMER SATISFACTION & PROFITS
    • Group 3:
    • Mala
    • Manish
    • Manuj
    • Mihir
    • Mojahid
    • Monis
    • Murli
    • Navneet
    • Nitesh
    • Prashant
    • Prashant Mishra
  • 2. HISTORY
    • Roche, Ltd. is a Swiss global health-care company that operates worldwide under two divisions: Pharmaceuticals(Tami flu) and Diagnostics (quick diagnosis, diseases at molecular level).
    • Founded in 1896 by Fritz Hoffmann-La Roche , the company was early on known for producing various vitamins.
    • 1934, it became the first company to mass produce synthetic vitamin C , under the brand name “ Redoxon”.
    • Roche has also produced various HIV tests and antiretroviral drugs.
    • In 1956, Iproniazid was accidentally created to become the first anti-depressant
    • Roche Diagnosis was started in 1969.
  • 3. GROWTH & DEVELOPMENT
    • Roche Group • Group sales for the first quarter up by 17% for the year 2008
    • Roche Pharmaceuticals • Pharmaceuticals Division posts strong sales growth of 22%. • Avastin successfully launched in Europe for colorectal cancer. • Study shows Avastin also improves survival in lung cancer patients. • Positive data of Avastin also in first-line metastatic breast cancer
    • Roche Diagnostics
    • • Diagnostics Division opens year with 4%* sales growth.
    • • Solid gains for diabetes care and molecular diagnostics , including women’s health and blood screening products .
    • Roche Diagnostics expects sales growth to accelerate, particularly in the second half, following new product launches in major markets.
  • 4. ROCHE DIAGNOSTICS
    • Roche Professional Diagnostics:
    • Provides integrated branded solutions for blood serum testing, virology, cardiovascular & infectious diseases.
    • Roche Diabetics Care:
    • Steps to measure blood glucose,insulin guidance software and decision support programs to help physicians and patients make better treatment decisions.
    • Roche Molecular Diagnostics
    • Identify patients with disease predisposition
    • Conclusively identify disease or differentiate disease subtypes and prognosis
    • Select best medicines, dosage, minimising the likelihood of adverse events, and predict therapy response
    • Monitor treatment efficacy
    • Ensure the safety of the blood supply
  • 5. ROCHE DIAGNOSTICS COMPETITORS
    • Affymetrix, AstraZeneca (AZN)
    • Beckman Coulter (BEC)
    • Bio-Rad Laboratories (BIO)
    • Pfizer (PFE)
    • Johnson & Johnson (JNJ)
    • Gen-Probe (GPRO)
  • 6.  
  • 7.  
  • 8. STRENGTHS
    • Roche monopoly “KING” in the production and distribution of the drug known as Tamiflu.
    • Roche is the only drug company authorized to manufacture the drug “tamiflu”.
    • First time in history they brought Diagnosis & therapy to one common level ie. “Molecular level”.
    • Dow Jones survey put them first in sustainable index.
    • Creation of first anti-depressant “ Iproniazid” .
  • 9. WEAKNESS
    • Customer care unit was not up to the mark.
    • Initial customer satisfaction research was not transparent.
    • Online method of feedback was time consuming.
  • 10. OPPORTUNITIES
    • In survey it revealed that 39% people agreed to buy their products in future.
    • 57% people committed to recommend others.
    • Rising health awareness.
  • 11. THREATS
    • Increasing global competition.
    • Ability to sustain the current prices.
    • Wrong advice on phone can lead to disaster.
    • Government policies & taxes.
  • 12. CORPORATE LEVEL STRATEGIES
    • Achieve leadership & profitability through customer satisfaction.
    • Improved research & development.
    • Designating a officer for global service quality & satisfaction.
  • 13. BUSINESS LEVEL STRATEGIES
    • Link between customer & profitability.
    • Assesing the value of Roche product and services through serveys.
  • 14. EXTERNAL ENVIRONMENT
    • Growing Population.
    • Ageing Population.
    • Migrating Population.
    • Rising Health Awareness.
    • Improvement in Lifestyle of People.
    • Improved Education.
    • Rising Government Responsibility.
    • Increase in Substitutes.
  • 15. QUESTION 1: Analyze Roche Diagnostics’ Approach for improving Customer Satisfaction ?
    • They directly did a survey with customers on a 5 points scale.
    • Roche Diagnostics came up with the idea of Hotline number(Toll Free), where customer can directly interact with concerned person.
    • They created a single group of service representatives who were trained to provide order assistance.
    • Medical technical support team was also formed for instant reply of queries.
  • 16. QUESTION 2:What are the pros and cons. Of benchmarking specific performance measures ?
    • It is the process through which one company compares it’s performances from other company.
    • Following are the pros and cons of performance benchmarking:
    • Pros-
    • After getting information from customer , company will know about the quality of the service and according to this they can improve the quality of the service and it help to beat the competition of the market.
    • Cons-
    • If the quality of the service is the best then there is the possibility of ignorance to improve the quality in the future and competitors can get the benefits from this.
  • 17. QUESTION 3: Why would a linkage between customer satisfaction & Profitability be expected ?
  • 18. QUESTION 4: Develop a 10 item vertical marketing audit on customer satisfaction for Roche diagnostics ?
    • What is the Marketing Audit ?
    • A marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s, business unit’s, marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance.
  • 19. WHAT IS MARKETING AUDIT PROCESS?
    • How is the marketing performed? Marketing auditing follows the simple three-step procedure.
    Agreement on objectives. Scope and approach Data collection Report preparation and presentation
  • 20. MARKETING AUDIT
  • 21. RECOMMENDATIONS
    • Keep on calling existing customers on regular intervals.
    • Competent customer care executives/technical staff to handle customer queries.
    • Regular feedback of customers regarding services.
    • Quick and instant reply to customer queries & messages.
  • 22.