New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.

1. Pharma From (e)detailing to ! Customer and Patient Excellence THE ROADMAP TO A NEW COMMERCIAL APPROACH Rob Halkes

2. Pharma needs to avoid the commodity trap

3. Pharma needs to avoid the commodity trap • Pricing pressures • Regulatory requirements • Inroads by Generics • New Stakeholders Commodity • Declining R&D productivity Trap • Declining ROI • Restraints to Market Access • Diminishing Access to Doctors • Poor Public Perception

4. There’s just a 3 principled solution

5. There’s just a 3 principled solution 1. Add Value

6. There’s just a 3 principled solution 1. Add Value 2. Develop your promotion

7. There’s just a 3 principled solution 1. Add Value 2. Develop your promotion 3. Differentiate between Rx DMU’s

8. A 3 principled solution 1. Add Value 2. Develop your promotion 3. Differentiate

9. A 3 principled solution 1. Add Value Create an integrated offering From Product to Care 2. Develop your promotion Create a path of development From (e)detailing to partnership 3. Differentiate Differentiate between accounts From a generic to a customized approach

10. 1. Add Value

11. 1. Add Value The general principle for business growth works the same for pharmaceutical marketing

12. 1. Add Value The general principle for business growth works the same for pharmaceutical marketing Experiences Services Specialties Commodities

13. 1. Add Value The general principle for business growth works the same for pharmaceutical marketing Differentiated Experiences Competition Services Specialties Commodities Alike

14. 1. Add Value The general principle for business growth works the same for pharmaceutical marketing Differentiated Desired Experiences Clients’ needs Competition Services Specialties Commodities Alike Not relevant

15. 1. Add Value The general principle for business growth works the same for pharmaceutical marketing Differentiated Desired Experiences Clients’ needs Competition Services Specialties Commodities Alike Not relevant Market Prices Top Value

16. 1. Add Value

17. 1. Add Value Create an integrated offering From Product to Care

18. 1. Add Value Create an integrated offering From Product to Care Product Core 1st layer therapy 2nd layer therapy

19. 1. Add Value Create an integrated offering From Product to Care Product Core Drug proﬁle Rx Pharmaceutical and pharma economically 1st layer therapy 2nd layer therapy

20. 1. Add Value Create an integrated offering From Product to Care Product Core Drug proﬁle Rx Pharmaceutical and pharma economically 1st layer therapy Focus on adequate use for the individual patient in the right condition 2nd layer therapy

21. 1. Add Value Create an integrated offering From Product to Care Product Core Drug proﬁle Rx Pharmaceutical and pharma economically 1st layer therapy Focus on adequate use for the individual patient in the right condition 2nd layer A. Professional Support from therapy HC professionals and others for the patient B. Cooperation and synergy between co-acting care providers

22. 1. Add Value Create an integrated offering From Product to Care Product Product Core Drug proﬁle Information on Rx Pharmaceutical Characteristics, features, and pharma economically functionality and effects 1st layer therapy Focus on adequate use for the individual patient in the right condition 2nd layer A. Professional Support from therapy HC professionals and others for the patient B. Cooperation and synergy between co-acting care providers

23. 1. Add Value Create an integrated offering From Product to Care Product Product Core Drug proﬁle Information on Rx Pharmaceutical Characteristics, features, and pharma economically functionality and effects 1st layer Augmented brand therapy Focus on adequate use Support, service by for the individual patient marketing tools in the right condition through different channels 2nd layer A. Professional Support from therapy HC professionals and others for the patient B. Cooperation and synergy between co-acting care providers

24. 1. Add Value Create an integrated offering From Product to Care Product Product Core Drug proﬁle Information on Rx Pharmaceutical Characteristics, features, and pharma economically functionality and effects 1st layer Augmented brand therapy Focus on adequate use Support, service by for the individual patient marketing tools in the right condition through different channels Value proposition 2nd layer A. Professional Support from A. Patient oriented health therapy HC professionals and others care activities by Health for the patient Care Professionals B. Cooperation and synergy B. Increasing HC effects by between co-acting improvement of care and care providers health processes

25. 2. Develop your promotion

26. 2. Develop your promotion Create a path of development From (e)detailing to partnership

27. 2. Develop your promotion Create a path of development From (e)detailing to partnership

28. 2. Develop your promotion Create a path of development From (e)detailing to partnership Detail

29. 2. Develop your promotion Create a path of development From (e)detailing to partnership e- Detail Detail

30. 2. Develop your promotion Create a path of development From (e)detailing to partnership Co- e- Operate Detail Detail

31. 2. Develop your promotion Create a path of development From (e)detailing to partnership Co- Co-Create e- Operate Detail Detail

32. 2. Develop your promotion Create a path of development From (e)detailing to partnership Promote & Engage Co- Co-Create e- Operate Detail Detail

33. 2. Develop your promotion Create a path of development From (e)detailing to partnership Connect Promote & Interact & Engage Co- Co-Create e- Operate Detail Detail

34. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage Co- Co-Create e- Operate Detail Detail

35. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage Co- Co-Create e- Operate Detail Detail •Show •Demo •Educate •Inform

36. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage Co- Co-Create e- Operate Detail Detail •Collaborate •Show • Support •Demo • Educate •Service •Inform •Share

37. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage Co- Co-Create e- Operate Detail Detail •Collaborate •Show • Support •Demo • Educate •Service •Inform •Share •Co-Evaluate

38. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage Co- Co-Create e- Operate Detail Detail •Collaborate •Show • Support •Demo • Create partnerships • Educate •Service •Inform •Share •Co-Evaluate

39. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact & Engage Co- Co-Create e- Operate Detail Detail •Collaborate • Create Integrated •Show • Support Patient Care •Demo • Create partnerships • Educate •Service •Inform •Share •Co-Evaluate

40. 2. Develop your promotion Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

41. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

42. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

43. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media • Use different channels of communication Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

44. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media • Use different channels of communication • Add mobile Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

45. 2. Develop your promotion Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

46. 2. Develop your promotion Here, you need: Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

47. 2. Develop your promotion Here, you need: •Multichannel management Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

48. 2. Develop your promotion Here, you need: •Multichannel management • Key Account Management Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

49. 2. Develop your promotion Here, you need: •Multichannel management • Key Account Management •Co-create with your customers Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

50. 2. Develop your promotion

51. 2. Develop your promotion Co-create to

52. 2. Develop your promotion Co-create to • Recognize your customers’ and patients’ needs and interests

53. 2. Develop your promotion Co-create to • Recognize your customers’ and patients’ needs and interests • Align to your customers’ status quo

54. 2. Develop your promotion Co-create to • Recognize your customers’ and patients’ needs and interests • Align to your customers’ status quo • Motivate change and development At the patients’ point of care

55. 3. Differentiate

56. 3. Differentiate

57. 3. Differentiate Individuals Networks DMU’s Accounts

58. 3. Differentiate Differentiate between accounts Individuals Networks DMU’s Accounts

59. 3. Differentiate Differentiate between accounts Individuals Networks DMU’s Accounts Not just individuals, but their networks too, their accessibility and feasibility for success to You!

61. “You don’t want to spend time and money in a lost case”

62. “You don’t want to spend time and money in a lost case” Proﬁle and Classify Proﬁle and Classify

63. “You don’t want to spend time and money in a lost case” Proﬁle and Classify

64. “You don’t want to spend time and money in a lost case” Proﬁle and Classify Potential: • Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success

65. “You don’t want to spend time and money in a lost case” Proﬁle and Classify Potential: • Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND

66. “You don’t want to spend time and money in a lost case” Proﬁle and Classify Potential: • Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND Quality of Account:

67. “You don’t want to spend time and money in a lost case” Proﬁle and Classify Potential: • Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND Quality of Account: • Quality of organization & organizational development

68. “You don’t want to spend time and money in a lost case” Proﬁle and Classify Potential: • Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND Quality of Account: • Quality of organization & organizational development • Quality of care provision and development of care

69. “You don’t want to spend time and money in a lost case” Proﬁle and Classify Potential: • Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND Quality of Account: • Quality of organization & organizational development • Quality of care provision and development of care • Quality of our relationship with this Account/DMU

70. Segment 1 Segment 2 Segment 3 Segment 4

71. Differentiate within a new segmentation Segment 1 Segment 2 Segment 3 Segment 4

72. Differentiate within a new segmentation Professional & Care Proﬁle Account Segment 1 Segment 2 Segment 3 Segment 4

73. Differentiate within a new segmentation Professional & Care Proﬁle Account Segment 1 Segment 2 Segment 3 Segment 4 Relationship

74. Differentiate within a new segmentation Professional & Care Proﬁle Account Segment 1 Segment 2 Develop Segment 3 Segment 4 Relationship

75. Differentiate within a new segmentation Professional & Care Proﬁle Account Segment 1 Segment 2 Develop Segment 3 Build Segment 4 Relationship

76. Differentiate within a new segmentation Professional & Care Proﬁle Account Co-create Segment 1 Segment 2 Develop Segment 3 Build Segment 4 Relationship

77. Differentiate within a new segmentation Professional & Care Proﬁle Account Co-create Segment 1 Partner Segment 2 Develop Segment 3 Build Segment 4 Relationship

78. Means that we can develop from detailing to (key) account management

79. Means that we can develop from detailing to (key) account management Proﬁling DMU’s

80. Means that we can develop from detailing to (key) account management Proﬁling DMU’s Segmentation & Targeting

81. Means that we can develop from detailing to (key) account management Proﬁling DMU’s Segmentation & Targeting DMU Management

82. Means that we can develop from detailing to (key) account management Proﬁling DMU’s Development Segmentation of & Partnership Targeting DMU Management

84. DMU Management Key Customer Focus Cycle

85. DMU Management Key Customer Focus Cycle

87. •Add Value • Develop Promotion to Key Customer Focus •Differentiate

88. •Add Value • Develop Promotion to Key Customer Focus •Differentiate

89. 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

New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.

New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.

Recommended

More Related Content

What's hot

What's hot(20)

Viewers also liked

Viewers also liked(20)

Similar to New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.

Similar to New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.(20)

More from A.R.J. (Rob) Halkes

More from A.R.J. (Rob) Halkes(11)

Recently uploaded

Recently uploaded(20)

New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.