Pharma 101 - A Light Introduction to the Industry

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Pharma 101 - A Light Introduction to the Industry

  1. 1. PHARMA 101! A Light Introduction to the Industry valtech pharma!- !
  2. 2. ”!Purpose The value chain Stakeholders Sickcare vs. Wellcare Methodology Recommended reading Exercise valtech pharma!- !
  3. 3. Your ability to critically challenge a project, the client and colleagues is essential to ensure meaningful digital outcomes! valtech pharma!- !
  4. 4. TYPICAL PHARMA BUSINESS SEGMENTS! PHARMACEUTICALS! Medication for specific disease areas! GENERICS! Off-patent medication! CONSUMER HEALTH! Over-the-counter medication! ! Animal health! VACCINES! Vaccines for viral and bacterial disease ! valtech pharma!- !
  5. 5. TYPICAL PHARMA DEPARTMENTS! IT! Sales force! Promote drugs to health care providers! ! Sales training! Continuous internal education of new and existing sales teams! Regulatory affairs! Work with governments! ! Medical affairs! Ensuring company compliance with all law and regulations! Market research! Potential, performance, strategies & tactics! ! Market campaigning! Drug/disease promotional activities! Manufacturing! Produce drugs! ! ! Supply chain! Storage, procurement, distribution & logistics! BRAND TEAMS! Discovery! Discover and test new drugs! ! Enhancement! Improve existing drugs ! TECHNICAL OPERATIONS! RESEARCH & DEVELOPMENT! LEGAL! SALES! MARKETING! valtech pharma!- !
  6. 6. THE PHARMA PRODUCT LIFE-CYCLE! ! Research & discovery! Compound discovery! PHASE I : Medical chemistry research! Pre-clinical study! Clinical trials! Drug filing & approval! Launch! Growth! Maturity! Patent expiration! PHASE 2-3 : Drug development! PHASE 4 : Marketing / Drug fostering & evolution! 7-8 ! years! 15-20 years! valtech pharma!- !
  7. 7. PHARMA STAKEHOLDERS! End-users (Patients, Relatives)! Decide whether they want to keep using the product (adherence)! May impact the HCPs decisions to some extent! Payers! Finance products! Can reimburse products! Customers (GP, Specialist, Nurses, KOL, Carers)! Decide which product to prescribe! Conduct research on diseases/products! Regulators! Decide which products go to market! Decide which diseases (indications) products get approved for! valtech pharma!- !
  8. 8. HCP EXPECTATIONS! THEY WANT PORTAL SITES ! Only 7% HCPs visit medicine sites compared to 39% visiting physicians portal sites! THEY WANT RELEVANT INFORMATION! 81% HCPs want sites that provide content and services catering to physicians! THEY WANT CONTEXTUAL INFORMATION! Physicians search for information in context with their day-to-day challenges! THEY WANT TRUSTED INFORMATION! There is a lack of trust in the objectivity and completeness of the medicine-specific information! THEY WANT TO DISCUSS WITH PEERS! Health Social Media sites reach 50% HCPs and have a large share high-prescribers! KEY HCP EXPECTATIONS TO DIGITAL:! ! •  Trusted & relevant information! •  Peer to peer networking! •  Knowledge sharing! valtech pharma!- !
  9. 9. DRIVING TRUE DIGITAL HCP EXCELLENCE! - Increase access to HCPs! - Increase scientific good- will within thought-leader community! - Identify and map prescription drivers! - Enable HCPs to improve patient’s quality of care! - Increase HCPs understanding of own role in the care process ! - HCPs convenience of delivering care! - Improve HCPs ability to safe time and energy! - Increase first-line HCPs referral ratio! ! - Deliver personalized information to HCP! - Increase HCPs access to validated information! - Increase HCPs disease awareness! - Increase HCPs treatment and treatment outcome awareness! ! - Improve HCPs ability to cope with day-to-day challenges! - Increase HCPs ability to diagnose! - Increase HCPs ability to choose right treatments! - Improve HCPs ability to monitor and support patient compliance! ! - Demonstrate ability to put HCPs before profit! - Demonstrate ability to react on HCP input and feedback! - Map and engage key opinion leaders (KOLs)! - Promote high ethical standards for interaction with HCPs! ! - Identify unmet and contextual needs of HCPs! - Offer end-to-end solutions to HCPs across the continuum of care! - Deliver personalized services / coaching to patients! - Improve HCPs ability to make a good living! - Impact HCPs ability to engage with patients! - Improve HCPs ability to engage with relatives! - Increase HCPs ability to engage with like-minded HCPs! - Increase HCPs peer-to- peer recognition! - Increase likelihood of early detection of disease by HCP! - Increase likelihood of emergency detection by HCP! - Increase likelihood of early detection of serious side effects by HCP! - Increase HCPs ability to evaluate severity of disease / level of control! ! SELF-ACTUALIZATION! SELF-ESTEEM! LOVE & BELONGING! SAFETY & SECURITY! EXTERNALNEEDS!INTERNALNEEDS! valtech pharma!- !
  10. 10. PATIENT EXPECTATIONS! Digital applications / services will improve the quality of healthcare I receive! Digital applications/ services will substantially reduce my overall health care costs (including linked costs like travel to and from the doctor or time off to go to clinics) ! Digital applications/ services will make healthcare substantially more convenient for me ! KEY PATIENT EXPECTATIONS TO DIGITAL:! ! •  Quality of care! •  Cost! •  Convenience! valtech pharma!- !
  11. 11. DRIVING TRUE DIGITAL PATIENT EXCELLENCE! valtech pharma!- ! - Improve patient’s lifestyle behavior! - Improve patient's quality of care! - Improve patient compliance / adherence! - Improve psychological support of long-care patients! - Increase patient's understanding of own role in the care process! - Improve patient's convenience of care! - Improve patient's ability to safe time and energy! - Increase patient's help- seeking behavior! - Deliver personalized information to patient! - Increase patient's access to validated information! - Increase patient's disease awareness! - Increase patient's treatment and treatment outcome awareness! - Improve patient's ability to cope with life moments! - Increase patient’s ability to self-diagnose! - Improve patient's ability to self-manage condition! - Increase patient's ability to self-track health in general! - Demonstrate ability to put patients before profit! - Demonstrate ability to react on patient input and feedback! - Map and engage patient opinion leaders (POLs)! - Promote high ethical standards for management of personal data! - Identify unmet and contextual needs of patients! - Offer end-to-end solutions to patients across the continuum of care! - Deliver personalized services / coaching to patients! - Drive down total cost of care for patients! - Improve patient's ability to engage with relatives! - Improve patient’s ability to engage with HCPs (inside care team)! - Improve patient’s ability to engage with HCPs (outside care team)! - Increase patient's ability to engage with like-minded patients! - Increase likelihood of early detection of disease! - Increase likelihood of emergency detection ! - Increase likelihood of early detection of serious side effects! - Increase patient's ability to evaluate severity of disease / level of control! SELF-ACTUALIZATION! SELF-ESTEEM! LOVE & BELONGING! SAFETY & SECURITY! EXTERNALNEEDS!INTERNALNEEDS!
  12. 12. PHARMA STAKEHOLDERS! What pharma wants from HCPs! What HCPs want from pharma! What pharma wants from patients! What patients want from pharma! THE ENGAGEMENT PARADOX! valtech pharma!- !
  13. 13. SICKCARE VS. WELLCARE! “Every patient carries her or his own doctor inside.”! (Albert Schweitzer)! EXERCISE 4.20! SLEEP 4.19! LOVE 4.18! HEALTHFUL DIET 4.17! READING BOOKS 4.13! SOCIALIZING 4.01! SEX 4.00! DRUGS 1.70! TOBACCO 1.76! POLLUTION 1.89! ANXIETY 2.02! ALCOHOL 2.00! LOW-NUTRITION DIET 2.05! What sorts of behaviors help and hurt the brain. We listed 30 behaviors and asked respondents to score each one in terms of its effect on the physical brain: 5=“Definitely good”; 4=“Possibly good”; 3=“Neither good nor bad”; 2=“Possibly bad”; and 1=“Definitely bad.”! Keeping “the healthy” healthy! ! Technology and Big Data makes it possible to monitor the state of your health and make preventative measures, rather than waiting for a disease or condition to break out. ! ! When it comes to Healthcare, the majority of resources are invested in treating the sick and less focus is on keeping “the healthy” healthy. ! ! One reason is the shortage of economic initiatives for delivering preventative “Wellcare”, and an entrenched “Sickcare” business model based on the provision of medicine and medical devices in hospital and clinic settings. ! ! However, looking ahead with 85+ as the fastest growing age group, it is clear that Sickcare is unsustainable.! valtech pharma!- !
  14. 14. PRESCRIPTION VS. OTC MEDICATION! [PRESCRIPTION]! •  Require doctor’s prescription! •  Bought at a pharmacy! [OTC]! •  Do not require a doctor's prescription! •  Bought off-the-shelf in stores! Cannot be marketed direct-to- consumers**! **Except in the US and New Zealand! Can be marketed direct-to-consumers! DISEASE MARKETING! PRODUCT MARKETING! DIFFERENTIATED DIGITAL APPROACH! valtech pharma!- !
  15. 15. CLIENTS! valtech pharma!- !
  16. 16. METHODOLOGY! valtech pharma!- !
  17. 17. MAPPING THE PATIENT PATHWAY! Stage 1 Wellness! Stage 2 Prevention & Screening! Stage 3 ! Interpreting Symptoms! Stage 4 Help- seeking Behavior! Stage 5 ! Diagnostic Process! Stage 6 ! Referral Process! Stage 7! Treatment Initiation! Stage 8 ! Treatment Monitoring! Stage 9 ! Treatment Switching! Stage 10! Post- treatment Follow-up! Stage 11 Living- with Care! Stage 12 Terminal Care! Patients! HCPs! Payers! QUANTITATIVE INSIGHTS:! ! 1) What is the volume and pattern of traffic within each stage of the patient pathway?! ! 2) What is the overall sentiment within each lifecycle stage of the patient pathway?! QUALITATIVE INSIGHTS:! ! 1) What are the stages of the patient pathway?! ! 2) What are the unmet needs of the stakeholders within each lifecycle stage of the patient pathway?! ! 3) What are the decision drivers / motivational triggers within each lifecycle stage of the patient pathway?! ! 4) What is the gap between “most likely” and “most wanted” behavior within each lifecycle stage of the patient pathway?! ! 5) What are the key inter-dynamics between different stakeholder groups within each lifecycle stage of the patient pathway?! valtech pharma!- !
  18. 18. WHY should your product or therapeutic area have a relevant presence in a digital context? WHO should the digital value proposition target and why will it be appealing / unique? WHAT changes in stakeholder awareness / behavior should digital engagement enable? WHEN during the patient pathway should digital engagement take place? What metrics should be implemented to measure IF digital engagement is successful? WHERE - in which healthcare environment / context – should digital engagement take place? HOW should digital engagement be optimized via the utilization of state of the art digital assets? Pharma! Stakeholders! Intermedium! Engagement! Interdependencies! WHY! WHAT! IF! WHO! WHEN! WHERE! HOW! ANALYSIS MODEL! ! 7 dimensions of digital engagement:! valtech pharma!- !
  19. 19. EXERCISE!! Select Research Present Disease area! Target group! Analysis model! Advisor support! Discussion! valtech pharma!- !
  20. 20. RECOMMENDED READING! Valtech Pharma abbreviation Wiki! Work in progress (you can help!)! ! Valtech Digital Pharma Megatrend Study 2014! Will be distributed in print! ! FiercePharma! fiercepharma.com! ! Medical Marketing & Media! mmm-online.com! ! Eye for pharma! eyeforpharma.com! valtech pharma!- !

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