Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Pharma "beyond the pil" - master class in St.Petersburg

1,204 views

Published on

Overview of aspects of pharma's value added services and its primary aspects to deliver them.
Learn what others do and reflect how it's an opportunity for your pharma company..

Published in: Health & Medicine

Pharma "beyond the pil" - master class in St.Petersburg

  1. 1. “Beyond the Pill”
 How Pharma can add value toHealthCare and create better business
  2. 2. Assistant  professor  of  professional  development Consultant  Pharma  and  Health  Care    >25  yrs Trainer  of  HC  specialists  &  doctors,  Med.Reps,  etc. Development  Retail  formula  pharmacists Strategy  development  and  implementation Social  media  applications Digital  (e)Detailing   Ehealth  applications     Chronic  disease  care  paths Rob Halkes @rohal The  FOX  group   Health  Business   Consultants  US Pharma  Commercial  Development Health20  &  Doctors20 Market  campaign,    KAM,  Cross  functional  collaboration Co  creative  developments PatientView
 MyHealthApps  
  3. 3. Are Patients Being Served?
  4. 4. How about Effectiveness and Efficiency of Healthcare?
  5. 5. “Beyond the Pill” How Pharma can AddValue toHealthCare and create better business
  6. 6. “Beyond the Pill” How Pharma can AddValue toHealthCare and create better business I.What is “Beyond the Pill” II. Examples III. Case exercise: what in Russia? IV. Perspectives and Q&A
  7. 7. Changing environments to Pharma 
 pressures on prices remain Commodity Trap
  8. 8. Changing environments to Pharma 
 pressures on prices remain Commodity Trap Low cost position AddedValue position Prices Market Top Value AddValue
  9. 9. Break out of this trap 
 with a new buying perspective Commodity Trap
  10. 10. Break out of this trap 
 with a new buying perspective Commodity Trap Buy for less Price
  11. 11. Break out of this trap 
 with a new buying perspective Buy Better Price / Quality Buy for less Price
  12. 12. Break out of this trap 
 with a new buying perspective Buy Better Price / Quality Consume Better Customer Value Buy for less Price
  13. 13. Break out of this trap 
 with a new buying perspective Buy Better Price / Quality Consume Better Customer Value Sell Better Value to the Customer’s Customer Buy for less Price
  14. 14. Break out of this trap 
 with a new buying perspective Buy Better Price / Quality Consume Better Customer Value Sell Better Value to the Customer’s Customer Buy for less Price
  15. 15. AddValue The general principle for business growth works the same for pharmaceutical marketing Commodities Specialties Services Experiences
  16. 16. AddValue The general principle for business growth works the same for pharmaceutical marketing Commodities Specialties Services Experiences Competition Differentiated Alike
  17. 17. AddValue The general principle for business growth works the same for pharmaceutical marketing Commodities Specialties Services Experiences Competition Differentiated Alike Clients’needs Desired Not relevant
  18. 18. AddValue The general principle for business growth works the same for pharmaceutical marketing Commodities Specialties Services Experiences Competition Differentiated Alike PricesMarket Top Value Clients’needs Desired Not relevant
  19. 19. Examples Traditional Services from the Industry?
  20. 20. Product Brochures Folders Online Calls Edetails Training Courses Conferences Forum discussions etc. Brand Services Support and Services to compliance: Rx blocks Dosing aids Drug information, etc. Patient flyers on line support patient Administering Instructions Patient Education, etc. Value proposition Structuring of care processes, filling in the gaps in patient support, Creating collaboration between stakeholders Examples Traditional Services from the Industry?
  21. 21. Reasons to AddValue ‘Beyond the Pill’
  22. 22. Reasons to AddValue ‘Beyond the Pill’ • Create a Unique Selling Position (USP)
 Make the distinction with the competition
 and new entrants to the market
  23. 23. Reasons to AddValue ‘Beyond the Pill’ • Create a Unique Selling Position (USP)
 Make the distinction with the competition
 and new entrants to the market • Create better care by supporting compliance and self management of patients
  24. 24. Reasons to AddValue ‘Beyond the Pill’ • Create a Unique Selling Position (USP)
 Make the distinction with the competition
 and new entrants to the market • Create better
 care processes
 directed at integrated care • Create better care by supporting compliance and self management of patients
  25. 25. Reasons to AddValue ‘Beyond the Pill’ • Create a Unique Selling Position (USP)
 Make the distinction with the competition
 and new entrants to the market • Create better
 care processes
 directed at integrated care • Create better care by supporting compliance and self management of patients • The Industry has the resources and the expertise
  26. 26. Reasons to AddValue ‘Beyond the Pill’ • Create a Unique Selling Position (USP)
 Make the distinction with the competition
 and new entrants to the market • Create better
 care processes
 directed at integrated care • Create better care by supporting compliance and self management of patients • The Industry has the resources and the expertise • To create better health outcomes
  27. 27. Reasons to AddValue ‘Beyond the Pill’ • Create a Unique Selling Position (USP)
 Make the distinction with the competition
 and new entrants to the market • To prepare for applications of personalized medicine • Create better
 care processes
 directed at integrated care • Create better care by supporting compliance and self management of patients • The Industry has the resources and the expertise • To create better health outcomes
  28. 28. “BEYOND THE PILL” - 
 2011 – 2013 FIRST ATTEMPTS • Patent Expirations / Loss of blockbuster • Changing market conditions: generics, loss of access, new stakeholders • Disease Management – focus Compliance : Failed – skepticism
 (“Compliance is simply not about forgetting”) • Change of focus: from intervention to outcome 
 with payers and governments • Change in medical perspective towards personalized medicine 
 Grounded Gene Tech - Biosimilars • New technology (ehealth, mhealth) WHY?
  29. 29. Don’t work“to” health care providers Work with them
  30. 30. Examples Janssen Pharmaceuticals “Care4Today” Novo Nordisk “Cities Changing Diabetes” Grünenthal “ChangePain” Sanofi & Medtronic MSD “Closer Care” Bayer Grants4Apps
  31. 31. Grünenthal “ChangePain” Based on study of unmet needs for better treatment a protocol was developed with EFIC. All kinds of support material for physicians and patients
 have been developed and disseminated on line
 See here
  32. 32. Grünenthal “ChangePain” See Website Here
  33. 33. Janssen Healthcare Innovation Intends to transform healthcare for the consumer with outcomes focused solutions.
 There are currently four sub-branded solutions within Care4Today™:
 Heart Health Solutions, Mental Health Solutions, Mobile Health Manager and Orthopaedic Solutions. See Here
  34. 34. Closercare from MSD is a remote monitoring 
 service designed to support improved self-care
 for patients with long term conditions. 
 The service comprises of a number of modules 
 that can be purchased as individual components 
 or as part of a fully bespoke end-to-end service. See here
  35. 35. Integrated Care by Sanofi Eddie Chan, Global Head of Customer Solutions and Innovation of 
 Sanofi-Aventis, presents here their vision on delivering drugs, services and medical devices (in close cooperation with Medtronic) to enable integrated care. Here he presents his three layers of added value services. See the presentation here
  36. 36. Enhance patient 
 experience and literacy Integrate additional
 products, devices, services Optimize care delivery and “guarantee” outcomes
  37. 37. See Website here
  38. 38. BAYER is looking for healthcare technology projects through their funding program Grants4Apps.They offer support to innovative healthcare startups and developer teams. See the site here
  39. 39. See Website here
  40. 40. Novo Nordisk has taken a bold step in its fight against diabetes by the initiative of “cities changing diabetes”. 
 With a specific program of research and partnership with local authorities and institutions, they try to reform the urban environment for people with diabetes. 
 See the site here
  41. 41. SCENARIOS FOR PHARMA
 TO CREATE ADDEDVALUE
  42. 42. SCENARIOS FOR PHARMA
 TO CREATE ADDEDVALUE Traditional Services To educate and promote
  43. 43. SCENARIOS FOR PHARMA
 TO CREATE ADDEDVALUE Traditional Services To educate and promote Focus on Unique Services to Therapy area
  44. 44. SCENARIOS FOR PHARMA
 TO CREATE ADDEDVALUE Traditional Services To educate and promote Focus on Unique Services to Therapy area Providing necessary Services to fill in gaps and align
  45. 45. SCENARIOS FOR PHARMA
 TO CREATE ADDEDVALUE Traditional Services To educate and promote Focus on Unique Services to Therapy area Providing necessary Services to fill in gaps and align Integrated care & Outcomes Connect, structure, Innovate
  46. 46. TO CREATE ADDEDVALUE SERVICES
 ANDTO RESEARCH AND IMPLEMENTTHEM.. There are Four Dimensions that come into play:
 1. What services do you select to add to healthcare provision? 2. How will you align with stakeholders in development and implementation to create and deliver the services in practice? 3. What partners and stakeholders do you need? And, how are the needed relations with them defined and contracted? 4. What process of development do you envision to realize it?
  47. 47. MANY OPPORTUNITIES ARISE WHENYOU 
 LOOK AT PLAYERS, SYSTEMS AND 
 COLLABORATION IN CARE ….
  48. 48. GP Nurs Pharm Pharm Ass. Lab Spec. Fysio Etc. - Structuring of healthcare process - Creating collaboration - Integrating infrastructure Apps IT Admin Data Info Comm Finances Towards Better outcomes For less costs Pharma Devices Payers MANY OPPORTUNITIES ARISE WHENYOU 
 LOOK AT PLAYERS, SYSTEMS AND 
 COLLABORATION IN CARE ….
  49. 49. YOU MIGHT SPECIFICALLY WANTTO USE METHODS OF CO-CREATIONTO COLLABORATE WITH PATIENTS, PHYSICIANS AND OTHERS, LIKE PAYERS.. Experience co-creation is is an effective method to innovate value to patients in a personalized way, in collaboration with all relevant stakeholders. See here
  50. 50. YOU MIGHT SPECIFICALLY WANTTO REFLECT ON HOW YOU WANTYOUR INVESTMENTSTO BE REIMBURSED….
  51. 51. 1. Services rendered create more Rx 2. Pay for services 3. Partners in delivery of care Share Costs and Return 
 Payers will 
 participate in these partnerships YOU MIGHT SPECIFICALLY WANTTO REFLECT ON HOW YOU WANTYOUR INVESTMENTSTO BE REIMBURSED….
  52. 52. -1 0 +1 +2 +3 Acquaintance Mutual Information Building relation
 Delivery of standard
 Info. & Services Product / Rx Disease Information Promotion Products/Brands /
 Rx Care / Disease Broadening & 
 Deepening DMU & KA
 Relations Mngmnt Service Marketing;
 Collaboration in 
 implementation –
 to shared intentions Partnership for
 Mutual benefits from 
 improved Care Inform, Promote Service, Demonstrate Pharmaceutical, Brand & Disease Co-creation 
 to develop
 Tailored Innovations Multi Stakeholder Contract to 
 shared delivery Rep Visits
 Detailing General on Line Alignment for
 Relation Development Multidisciplinary
 Brand delivery 
 for Client 
 Satisfaction – 
 Int. cooperation “All for One – 
 One for All” Common 
 Investments to ROI Engagement Intention Delivery Capabilities Services 
 Re.: Rx, Therapy, 
 Disease info. & support For Shared Intentions
 & cooperative planning Company’s 
 Position/Expertise
 Products/Diseases Product offering
 Basic brand services Cross Functional
 planning to customer
 obvious needs 
 Pricing /Education/ Standard Support Integrated expertise 
 for disease & 
 customer care Tailored Optimization 
 of Care Delivery
 Improved Outcomes Continuous 
 innovation, research
 & experiment World class 
 Frontier 
 R&D Benchmark 
 Advanced 
 Innovation Contact & Profile Connect & Relate Build & Collaborate Develop & 
 Co-Create Partner YOU MIGHT ALSO WANTTO LOOK AT HOWYOU DEVELOP RELATIONS WITHYOUR CLIENTSTO WORK SO CLOSELYTOGETHER..
  53. 53. Detail e-
 Detail Promote & Engage Connect & Interact •Service •Share•Inform •Educate •Collaborate Develop & Create Co-Create •Support •Co-Evaluate • Create Integrated Patient Care • Create partnerships •Show Co- Operate •Demo ANDYOU MIGHT SPECIFICALLY WANTYOUR PROMOTION EFFORTSTO ALIGN WITHYOUR NEW ADDEDVALUE, SO ASTO PULL CUSTOMERSTOYOU..
  54. 54. You might want to learn about your opportunities, 
 drivers and barriers, through a master class about 
 value added services for the health industry… We look forward to that!

  55. 55. Drs.A.R.J. Halkes MHA rob.halkes@healthbusinessconsult.com P.O. Box 292 5050 AG Goirle The Netherlands M +31 6 31 66 2595 T http://www.twitter.com/rohal F http://www.facebook.com/rob.halkes  L http://nl.linkedin.com/in/arjhalkes  W www.healthbusinessconsult.com   

×